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07/09/2016
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OMNICHANNEL IN RETAIL: HET ANTWOORD OP E-COMMERCE
PROF. GINO VAN OSSEL [email protected]
07/09/2016
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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A.D.H.D.- generation
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68% of shoppers
start shopping trip online
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12% online
share of sales
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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disruptive destructive incremental
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disruptive destructive incremental
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disruptive destructive incremental
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40%
share of B2C sales (Q1 2016) total: 16% products: 8% services: 60%
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rational
search
product
specification
long tail
price
51% share of online growth
23% share of total retail growth
US 2015 – estimate by Macquerie Research (NYT Dec 31, 2015)
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Bol.com: +30% markt: +14%
Ahold company data Q3 2015 & Thuiswinkel Markt Monitor Q3 2015
?
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FULFILMENT & MARKETING
26,5% 25,6% 23,9% 22,3% 25,80%
26,7% 22,6%
17,6% 13,2%
11,70%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
2011 2012 2013 2014 2015
fulfilment cost ratio (% of sales) marketing cost ratio (% of sales)
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Bol.com: +30%
Plaza: +78%
Plaza: 20%
omzetaandeel
Ahold company data Q3 2015
46% of sales = 3rd party sellers
40% of stock in warehouses
= 3rd party sellers
Amazon UK Winter 2015 report
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
0%
5%
10%
15%
20%
25%
total retail online
retail
online
pure players
online
store based
retailers
1%
20%
18%
23%
retail sales vs. year ago (Netherlands –2015 – CBS)
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2007 2015
€ 3.512
€ 3.194
floor productivity (sales/m2) - Netherlands (ING Economisch Bureau)
digital as a threat
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digital as an opportunity
OMNI-CHANNEL
omni- channel
cross- channel
multi- channel
mono- channel
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customer centric commerce
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growth John Lewis
online
+17%
growth John Lewis shop sales
-1%
online share of sales
John Lewis
33%
click & collect 53% of
online orders (70% @
Waitrose)
source: John Lewis 2015/16 annual report – growth vs. year ago
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THE BUSINESS CASE
sales
online as driver of revenue growth
?
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growth John Lewis
online
+17%
growth John Lewis shop sales
-1%
online share of sales
John Lewis
33%
click & collect 53% of
online orders (70% @
Waitrose)
source: John Lewis 2015/16 annual report – growth vs. year ago
FULFILMENT & MARKETING
26,5% 25,6% 23,9% 22,3% 25,80%
26,7% 22,6%
17,6% 13,2%
11,70%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
2011 2012 2013 2014 2015
fulfilment cost ratio (% of sales) marketing cost ratio (% of sales)
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cracking the code
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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NUMBER OF OUTLETS
-20% -15% -10% -5% 0% 5%
toy stores
book stores
consumer electronics
DIY
fashion
food specialty
supermarkets
-19%
-17%
-14%
-10%
-9%
-3%
1%
evolution 2015 vs. 2010 – The Netherlands (CBS)
NUMBER OF OUTLETS
-40% -30% -20% -10% 0%
textile
brown goods
DIY
newspaper
butchers
bakers
flowers
-31%
-23%
-19%
-16%
-12%
-12%
-8%
evolution 2014 vs. 2009 – Belgium (FOD Economie)
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387 Dutch cities & villages (96% of total)
source: Rabobank – sales evolution “non-daily purchases” 2009 - 2011
IMPACT OF SIZE OF SHOPPING AREA
sales floor productivity
commercial space (m2)
source: Rabobank – evolution 2009 - 2011
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fun shopping: “the winner takes it all”
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B: 27 stores in 20 cities
& shopping malls
the rule of…
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RUN SHOPPING: EFFICIENCY RULES
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AGENDA
1. the new shopper
2. e-commerce
3. omni-channel
4. real estate
5. conclusion
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‘Dit boek biedt een stevig conceptueel kader én heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail!’
Wouter Torfs, CEO Schoenen Torfs
‘Een echte aanrader voor zowel retailers als e-tailers!’
Bart Claes, CEO JBC
‘Een boek geschikt voor zowel professional als leek, voor de denker en de doener, de gelegenheidslezer en de alleslezer.’
Verslag van de Jury, Managementboek van het Jaar
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CONCLUSION
70
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
@ginovanossel