Fashion market drives consumer online behaviours: 2015 trend and conversion strategies
Download as PPTX, PDF0 likes1,159 views
The document discusses the impact of digital direct marketing on the fashion and luxury sectors, emphasizing the significance of integrating online and offline consumer behaviors. With over 15 years of experience, ContactLab offers strategic digital solutions to enhance sales through effective marketing communication, reporting a 25% increase in sales attributed to their methods. It also highlights the changing landscape of e-commerce and consumer engagement, showcasing the necessity for brands to adapt to digital transformations to improve competitiveness and customer satisfaction.
Fashion market drives consumer online behaviours: 2015 trend and conversion strategies
- 1. UN’ESPERIENZA CONSOLIDATA NELL’AMBITO FASHION & LUXURY FASHION MARKET DRIVES CONSUMER ONLINE BEHAVIOURS: 2015 TREND AND CONVERSION STRATEGIES Introducing the 2° edition of E-commerce & Fashion 2015 Stefano Lena, VP Sales & Marketing ContactLab Hybris Fashion Conference, 5° November 2015, Milan
- 2. 2This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. ABOUT CONTACTLAB a strategic partner on a global scale for top brands, generating growth through digital direct marketing
- 3. 3This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. ITALIAN FLAIR, FASHION TOUCH The top fashion and luxury brands work with us for international services. ContactLab Digital Direct Marketing solutions are the connection between digital and physical stores. We bring Italian flair, vertical expertise, international knowledge with a solid and scalable technology with top quality and a great price/performance. Founded in 1998, ContactLab has expanded its services over the years, turning digital direct marketing into a strategic lever for business growth with its platform SaaS for email, sms e push notifications. ContactLab has developed a complete offering specialized in Digital Engagement for the Fashion Retail business with an omni-channel approach. Our offering makes an impact on sales – up to 25% - through effective, relevant and localized digital marketing communication. DIGITAL PIONEERS
- 4. 4This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 15 YEARS of experience and leadership in digital messaging 1 HQ in Milano, 4 OFFICES in Europe 80 MILLIONS of emails sent every day 6.3 TERABYTE of data handled daily by our systems 12.5ML EUR consolidated revenues (2014) CASH POSITIVE and totally self-financed ContactLab is enrolled in the Elite program by Borsa Italiana Exane BNP Paribas has partnered with ContactLab for their digital strategy reports for the fashion- luxury industry ContactLab is included in the Gartner Market Guide for Email Marketing (June 2014) FACTS AND FIGURES
- 5. 5This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. AND MARKET TRENDS DIGITAL BEHAVIOURS
- 6. 6This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. INTERNET POPULATION AND ONLINE SHOPPERS North America Oceania Europe Latin America Middle East Asia Africa EUROPE INTERNET PENETRATION WORLD INTERNET PENETRATION European+ Digital Behaviour Study 2015 98% 95% 94% 88% 84% 73% ONLINE SHOPPERS IN EUROPE 93% 90% 92% 85% 58% 43%
- 7. 7This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. E-COMMERCE: PURCHASED CATEGORIES AND CHANNELS Fashion Travel & Leisure Beauty/Cosmetics MOST PURCHASED CATEGORIES BY ITALIAN INTERNET USERS PREFERRED E-COMMERCE CHANNELS FOR ONLINE SHOPPING OF FASHION Source : European (+) Digital Behaviour Study 2015 Vertical e- commerce Multibrands e- commerce Online + in-store European+ Digital Behaviour Study 2015
- 8. 8This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. E-COMMERCE: IMPACT ON TURNOVER TO TRIPLE FOR LUXURY FASHION BRANDS IN 5Y 0 % 5 % 10 % 15 % 20 % 25 % 30 % 35 % UK Germany US Worldwide ROW France 2014 2020E Source: Digital Frontiers: The New Luxury World of 2020, ContactLab - Exane BNP Paribas, E-commerce Penetration: 2020 Vision
- 9. 9This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 0 200 400 600 800 1.000 2013 2014 2013 2014 2013 2014 2013 2014 1.200 1.400 E-COMMERCE IN STORE CROSS CHANNEL Digitally Contactable Registered Digitally Contactable Digitally Contactable Competitiveness is based on the capability of integrating users’ digital identities with their actions, doesn’t matter the touchpoint they use to interact with the brands. Client Yearly Average Spending (EUR, Worldwide, 2013-2014) Source: ContactLab Analisys DIGITAL CONTACTABILITY MAKES THE DIFFERENCE IN GENERATING REVENUES
- 10. 10This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Digital Competitive Map: July 2015 – Citius, Altius, Fortius – 3° edizione Source: ContactLab Analisys WE CONSTANTLY MEASURE THE DIGITAL ROADMAP OF TOP LUXURY AND FASHION BRANDS
- 11. 11This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 66% feels the content of the newsletters they subscribe to is trustworthy EMAIL IS ONE OF THE KEY FACTORS TO MAKE BUSINESS Email is considered the most effective method to follow brands closely 67% go to the store and buy the products reported in the message 83% buy online after having browsed on the website from a link in the newsletter + + Source : European (+) Digital Behaviour Study 2015
- 12. 12This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. DIGITAL DIRECT MARKETING HAS AN IMPACT ON SALES 10% BUSINESS VALUE GLOBAL SALES 2012 - 2014 +76% RETAIL 2014 WORLDWIDE E-COMMERCE 3-6% >50% 90% BUSINESS VALUE
- 13. 13This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. ARE FASHION BRANDS AWARE OF THE OPPORTUNITY? Source: Digital Competitive Map – Citius Altius Fortius, by ContactLab and Exane BNP Paribas Customer Engagement Experience: Email Proficiency
- 14. 14This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. ARE FASHION BRANDS DOING THEIR BEST TO COMPETE? Source: Digital Competitive Map – Citius Altius Fortius, by ContactLab and Exane BNP Paribas Cross channel services: interaction among website, e-commerce & store
- 15. 15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 39 51 30 42 51 4 11 3 6 8 ITALY (n=7.042) UK (n=952) GERMANY (n=964) FRANCE (n=877) SPAIN (n=623) Users of C&C for clothing, fashion itemsUsers + prospects of C&C for clothing, fashion items ALREADY SHOPPER S PROSPECTS + SHOPPERS CROSS-CHANNEL: A KEY ASSET TO DEAL WITH Seamless integration and consistancy through touchpoints are key success factor Source : European (+) Digital Behaviour Study 2015 Relationship with «click and collect» for purchasing fashion
- 16. 16This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. CONCLUSIONS – WHAT BRANDS NEED TO STEP FORWARD Customer satisfaction survey program, to retain customers and nurture the relationship Data-driven analytics, to take rapid decision Customer-centric platform, to offer a consistent and seamless experience to the customer Glocalized services, to maximize effectiveness of your campaigns Digital Assessment, to benchmark competitors Customer’s digital identities, to align customer journeys and offering lifecycle One-to-one relationship programs in-store, to personalize the conversation
- 17. 17This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. THANK YOU FOLLOW US ON Download our resources Stefano Lena [email protected]
Editor's Notes
- #14: Balenciaga, Fendi and Dior lead on customer engagement by targeting their marketing although most brands are still far from having best practices