Experiencia Cliente Retail: Visión de los equipos en las principales cadenas

Integración omnicanal, Personalización, y Simetría entre la experiencia de empleado y cliente, principales palancas para optimizar la experiencia de cliente retail

Mhe, consultoría retail, llevó a cabo, entre los días 13 y 20 de diciembre de 2018, un estudio sobre la experiencia de cliente retail en las principales cadenas de España y Portugal, en el que participaron más de 200 directivos de 50 cadenas de retail (diversos sectores: Moda, Hogar, Gran Consumo, Multi-Sector).
El estudio se centra en el grado de impacto de ciertas iniciativas dentro de sus respectivas cadenas, relacionados con la experiencia que ofrecen a sus clientes:

  • En la actualidad
  • Prevista en los próximos 12 meses

Para cada una de las variables, se les pidió que definiesen si el grado de aplicación e impacto sería Inexistente, Bajo, Medio, Alto o Muy Alto.

En la actualidad, el formato/concepto y ubicación de la tienda física tienen el mayor impacto sobre la experiencia de cliente

A pesar del énfasis que han hecho las cadenas en los últimos tiempos en términos de personalización e integración omnicanal para una mejora experiencial, los directivos piensan que sus cadenas, a día de hoy, todavía están lejos de generar un gran impacto en la experiencia de su cliente con dichas iniciativas.

Impacto_Actual_Iniciativas_Experiencia_Cliente_Retail-Mhe

Integración omnicanal, Personalización y la alineación entre la experiencia de empleado y cliente centrarán los esfuerzos de las cadenas para optimizar la experiencia de cliente retail en los próximos 12 meses

Las cadenas buscan aportar valor a sus clientes a través de una experiencia omnicanal sin fisuras, más integrada, más personalizada.

También consideran relevante asegurar una adecuada alineación entre la experiencia de cliente percibida por los propios empleados, y la experiencia desde la percepción de sus clientes. Esta falta de simetría, se hace también patente dentro de los empleados mismos de las cadenas, entre las oficinas centrales, alejados a veces de la realidad de su negocio, y los empleados de la red de tiendas.

La incesante actividad promocional llevada a cabo por las cadenas en al actualidad, y el alto grado de impacto que tienen en la actualidad, hacen que tanto Promociones como Pricing no figuren como prioridad, de manera relativa, dentro de los planes de acción de los directivos como palanca en esa experiencia de cliente.

Iniciativas_Impacto_Experiencia_Retail_Prevision_Mhe

Impacto experiencia de cliente – iniciativas por sector

Integración omnicanal y Personalización son las iniciativas que generarán un mayor impacto en la experiencia de cliente para todos los sectores.

Dentro del sector Hogar, se plantean un mayor uso del Pricing como elemento que les permita mejorar la experiencia de sus clientes. Destaca también sobre otros sectores la ubicación de las tiendas físicas como elemento que generará un impacto relevante en la experiencia de cliente, siguiendo la tendencia de los principales players de instalarse en ubicaciones centro ciudad.

Mhe, consultoría retail, trabaja con las marcas y cadenas optimizando la experiencia de cliente retail para un entorno omnichannel.

Más info: luis.leal@mheconsumer.com

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“The only thing I want is …everything”

Given this statement of the consumer, “the only thing I want …is everything” in the omnichannel environment, the chains-brands make an effort on selection and prioritization of those initiatives more relevant inside each sector.

Omnibanner-MHE-Jun018-compressor

Each functional area has a great specialist

Adidas on Web, Springfield in Mobile, Media Markt in Store, Kiko in Marketing and Apple in Customer ServiceOmnichannel by functional area

 

Strong presence of Inditex group in the top ranking of Store area

There are three brands of the group in the Store’s area top 10: Zara, Pull&Bear and Stradivarius

Amazon … remains the King

Excluding Store area, Amazon is still taking up the first place on Omnichannel initiatives terms although differences with retail operators are getting smallerMhe Consumer

its star omnichannel initiatives

  • Fashion: Click & Collect
  • Home: Stock Visibility
  • Technology: Comments and Track order
  • Health & Beauty: Rating and Videos
  • CPG: Delivery options and Own app
  • E-Players: Returns and Track order
    Omnichannel Index Mhe 2018

Health & Beauty Omnichannel Mhe Retail Index 018

*Other sectors such as Fashion, Home, Leisure & Technology and CPG are available. Please download below.

Priority of those initiatives with higher impact on Customer Experience

  • Given the flood of new alternatives of available omnichannel initiatives, is especially important to prioritize those that have higher positive impact for the Customer Experience in each sector
  • If new initiatives are not going with a format adaptation, commercial planning operations store, marketing and location strategy, the main return of investments will be lost

Omnichannel Mhe Retail Index 2018

 

 Mhe RetailCains coverage

 

Mhe works for retail chains and brands optimizing formats in an Omnichannel environment

SERVICES

International vision, consumer insights and external benchmarking

Omnichannel environment transformation

  • Customer Experience optimization
  • Assortment adaptation
  • Promotional activity optimization
  • Commercial efficiency in store operations
  • Locations strategy and POS typology

If you want to confirm where are you vs your competitors in an omnichannel context and where to go do not hesitate to contact us

More Info: carlos.dominguez@mheconsumer.com

Download Summary

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¿Where are you vs your competitors in an omnichannel context and where to go?

Leading retailers concentrate their efforts in those omnichannel initiatives that, mainly through mobile, have a greater impact on costumer experience and that entail an important operational transformation in the physical store. Here lies the main challenge of the sector.

banner-OMNI-tarjetas-prepago

Decathlon, leader for the second consecutive year

Decathlon, Kiabi and Ikea lead the top 10 of the multisectorial ranking. There is a strong omnichannel activity going on in 2018, highlighting that 6 of the top 10 brands that join the group of featured in this edition of 2018.
There is still room to incorporate possible new omnichannel initiatives. The most advanced score is 2/3 of the theoretical maximum possible.Top Ranking Omnichannel MHE 2018

Ikea Mobile Omnichannel MHE 2018

Advanced and Laggards

The level of omnichannel development is not linear and the digital gap between Advanced and Laggards operators is widening.
By areas, marketing is the main gateway to omnichannel and is where there is less difference between Advanced and Laggards.
On the other hand, in Store and Mobile areas, the gap between the two groups of retailers is more noticed.
Initiatives where there is a wider gap between Advanced and Laggards are: real stock visibility in store, click & collect and own app.Advance vs Laggard Omnichannel 2018Adnace vs Lggards by Area MHE

2018 vs 017 Evolution

The initiatives that retailers have incorporated the most, are those that integrate the physical store through the mobile in the customer’s journey related to payment methods, Click & collect and availability of stock.

Differences between the various Retail sectors

Leisure and Technology continues to maintain its leadership in the omnichannel field. There is a progressive convergence between sectors, highlighting the strong growth of Fashion.ranking by sector omnichannel MHE

methodology Omnichannel MHE 2018

Area and Chains Omnichannel MHE Retail Index 2018

Omnichannel is not a mere additional layer to the conventional management in Retail

The incorporation of new omnichannel initiatives makes more evident the need to transform and integrate conventional channels to achieve greater real operational efficiency, and not only additional costs for the existing business model.

Mhe works for retail chains and brands optimizing formats in an Omnichannel environment

SERVICES

International vision, consumer insights and external benchmarking

Omnichannel environment transformation

  • Customer Experience optimization
  • Assortment adaptation
  • Promotional activity optimization
  • Commercial efficiency in store operations
  • Locations strategy and POS typology

If you want to confirm where are you vs your competitors in an omnichannel context and where to go do not hesitate to contact us

More Info: carlos.dominguez@mheconsumer.com

Download Summary

www.mheconsumer.com

To be up to date in retail:

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Retail Promotional Activity: Customizing in time, each event, each moment, each channel

Retail promotional activity analysis between July and December in Spain. PromoMap, promotional activity management optimization tool. More than 11,800 communication actions in 20 fashion retail chains in Spain analysed.

Confluence between events and seasons

Seasonal concept is replaced by the individual strength of each of the retail calendar promotions.

Strong predominance of common external events vs thematic campaigns by brand and chain

Although seasonal events are common, the attributes of each brand are reflected not in the concept of each event but in the execution in the different channels of the retail calendar.

 

Mhe Promo Map 2018 - Retail Calendar by Brand

Highlights the growing importance of Black Friday compared to other promotional events

Specially, for the strong digital communication and its materialization in aggressive actions of % Discount.

An aspirational communication opportunity is detected at the beginning of the season

Not used at the same level of aspirational communication compared to the rest of events.

Mhe Promo Map 2018 - Content Mix by Event

 

Mhe works for Retail chains and brands optimizing their promotional activity

MORE DETAIL

It is essential for the chains to find the balance between aspirational and price communications in each of the events

 

Mhe Promo Map 2018 - Content by Brand

Zara focused on aspirational content, specially strong at the beginning of the season, such as winter.
Primark with its aspirational communications adds value to the brand, 8 out of 10 messages are aspirational.

Mhe Promo Map 2018 - Retail Calendar. Events by chain- Zara

Inside Price communications, it outstands the usage of % Discount and unit selling price

Mhe Promo Map 2018 - Price Promotions Typology by ChannelHighlights the % Discount on half of the analysed price actions, being “50%” the most communicated discount and “70%” the maximum discount. Usage of unit selling price relatively upwards, highlighting its application in some players such as Primark, Decathlon and Alcampo. Low number of actions related to multipurchase, currently represents 10% of communications, highlighting its greater relevance in “back to school“ event.

 

 

Promotions with an omnichannel nature

Retail promotional activity is not channel exclusive, same promotions converge in different channels.

The store continues to have an essential role in price type communications…

… specially in the first third of the store and in communications in central fixtures, reserving the perimeter mostly for aspirational messages.

Mhe Promo Map 2018 - Content of Communications in Store

The e-Mail continues to have strength in chain’s communications

Represents 15% of the total number of communications with a similar breakdown between aspirational and price, with reatilers such as Mango where it doubles its weight amongst all the communications.

In Social Netwoks, 9 out of 10 communications have an aspirational content

Facebook has, relatively, a greater weight in price communications. There is a strong growth in the use of Instagram in communications. Primark makes the most profit from the Social Network (83% of communications are through this channel).

Mhe, retail consultancy, works with brands and chains in strategy and operations for omnichannel environment.

More info: luis.leal@mheconsumer.com

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Market Mapping is a commercial tool to improve assortment performance

Provides

  1. Price Architecture. RetailMarket-Mapping-Evolution
  2. Product Mix
  3. Assortment Range
  4. Color Architecture
  5. Visual Merchandising and Communication

Eases

  1. Objective Monitoring of Competition
  2. Validation of the Positioning and Internal Consistency
  3. Assortment Planning and Merchandise Management

Objective pricing and assortment benchmarking to check current positioning vs competitors

MORE DETAIL

Available departments

  • WomanMarket-Mapping-Price Range
  • Man
  • Child (boys/girls 3-14 years)
  • Baby (0-3 years)
  • Footwear and handbags
  • Underwear and lingerie
  • Home textile

 

 

 

 

 

More tan 60 main commercial formats analyzed in Spain with 4 waves per year, it is monitored seasonally:

  • Spring / Autumn: March and May
  • Autumn / Winter: September and November

 

 

More info: luis.leal@mheconsumer.com

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Mhe Retail Highlight. Innisfree new cosmetics retail concept in NYC

Amorepacific Group, korean natural cosmetics leader (sales over 4.500 million €) has recently opened a new retail format entering Usa Market. It is already present in Asia with over 1.600 stores it proposes an innovative and refreshing format of 150 sqm in Union Square NYC. An assortment of 900 options offers an strong specialisation on skin care and natural cosmetics with a very high degree of personalisation for each customer. Mask assortment with an entry price as low as 2 Usd provides and easy reach to the range elaborated (80% of it) with natural ingredients coming from the korean volcanic island Jeju. Innisfree

It has taken 17 years to Amorepacific, already present in USA with other brands of its portfolio, to jump into the USA with the new Innisfree store concept we have recently visited. At the same time they have started their online operations to offer a real omnichannel experience to their clients. Over 150 new products have been added to match and adapt to USA tastes and preferences. 

The store design prioritise to communicate the main differentiator Innisfree value: 80% of their products have natural ingredients for  Jeju volcanic Korean Island where the Group is implementing improvements to increase the sustainability of their activities in line with the environment.

The visual merchandising and packaging of the products facilitate that the cosmetics are used not only in the intimate bath/room of the clients but elsewhere with the practical help of  the customer hand bag.Innisfree

 

Customize a sheet mask. Observe how the store speaks to Innisfree’s commitment to sustainability.

The two-level store features a private mezzanine that houses make-up artist masterclasses, K-beauty skin care training, green living classes, and sheet mask, My Palette, and My Compact walls that allow shoppers to customize products based on their skin needs.

 

Mhe works for retail chains and brands optimizing formats in an Omnichannel environment

RETAIL STRATEGY

Loyalty programme rewards not only the purchase yuo make but also the number of packages you recycle.

 

A wide product  sample module encourages the discovery and interaction with the product assortment. 

 

 

Innisfree, with this new retail format, provides natural cosmetics sector an innovative, refreshing and easy to reach approach making a good use of interaction and personalisation with the client. It is not likely we will have to wait another 17 years till this Tiger jumps into the European continent.

 

More info: carlos.dominguez@mheconsumer.com

www.mheconsumer.com

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