Posts Tagged "omnichannel"

Glossier. El nuevo paradigma de la cosmética: Del Blog a la Tienda

Glossier, la marca de cosmética para millenials creada en 2014, y que desde el pasado mes de marzo se ha convertido en un nuevo “Unicornio” tecnológico (término que se otorga a las compañías con una valoración superior a los mil millones de dolares), cuenta con más de 200 empleados y opera en EEUU, Canadá, UK, Irlanda, Francia. Dinamarca y Suecia.

En 2018, los ingresos de la compañía se duplicaron respecto al año anterior, superando los 100 millones de dólares. Recientemente acaba de conseguir, en su última ronda de financiación, 100 millones de dolares del Private Equity Sequoia Capital.

Glossier_Personal_Apoyo_Venta

Su origen está en un blog llamado Into the Gloss, cuyos primeros artículos datan de 2010. En él, su fundadora y CEO, Emily Weiss, modelo en su juventud y muy ligada al mundo de la moda, entrevistaba a personajes famosos sobre sus hábitos de belleza. Desde el primer día, contaba con el patrocinio de Lancome. Sus comienzos fueron puramente online, y en la actualidad cuenta con 3 tiendas, en Nueva York, Los Ángeles y Seattle.

El principal argumento de Weiss era que las empresas de belleza no estaban atendiendo a las necesidades actuales de las mujeres. En 2013, con decenas de millones de seguidoras a sus espaldas, Weiss empezó a esbozar lo que sería el éxito de Glossier: democratizar la cosmética – hacer que las mujeres se sintiesen bien en lugar de inseguras sobre su aspecto (“Productos de belleza inspirados en la vida real”). En primer lugar, encontró un hueco en el mercado para satisfacer una necesidad. Empezó con una línea de producto simple a precios realmente atractivos, con una gama básica de color, y eliminó declinaciones innecesarias del producto. Apoyándose en las redes sociales, especialmente en Instagram, predicó las bondades de la marca y creó una legión de fieles seguidoras. Hacer de la experiencia de compra algo placentero y muy fácil de compartir (gracias a sus originales packagings) es su leitmotiv.

Después, el camino que otros e-players nos mostraron con anterioridad: pop-ups para generar branding y permitir que las clientas pudiesen entrar en contacto con sus productos; hacer la compra online más fácil y sin fricciones; y crear una marca alrededor de su fundadora (y no otra marca sin alma). Recientemente, Glossier acaba de lanzar una nueva marca, Glossier Play, mucho más extravagante y llena de brillo y colorido. Hasta este lanzamiento, su surtido estaba formado por apenas 40 SKUs, centrados en el cuidado de la piel.

Glossier es una de las marcas disruptivas que está transformando el sector de la cosmética, junto con Fenty Beauty, la marca de cosmética, y ahora también moda, de la cantante Rihanna, haciendo que los retailers tradicionales se replanteen sus estrategias. Los grandes almacenes y las farmacias se han dedicado a modernizar sus departamentos de belleza con un enfoque en servicios, tecnología y acuerdos con las nuevas marcas que despuntan, en un intento por combatir la creciente ola de marcas de belleza que, apoyadas en el efecto influencer, ofrecen experiencias mucho más interesantes para la cliente de hoy en día.

Mhe trabaja para las cadenas Retail y Marcas en la optimización de sus formatos en entorno Omnicanal

Mejora Experiencia Cliente

Su flagship está situada en la zona de SoHo, en NYC. El escaparate no es más que un vinilo traslucido que no permite ver el interior. Sorprende nada más acceder a la tienda, un quiosco donde las clientas pueden recoger sus pedidos hechos a través de su página web.

Tras subir las escaleras de acceso (la tienda está ubicada en la segunda planta), nos topamos con un área de preparación de pedidos completamente automatizada, donde aguardan multitud de clientas esperando a recibir los productos que acaban de seleccionar en la tienda, con la ayuda del personal de ventas. Éstas van ataviadas con unos uniformes rosa similares a las batas de los científicos de un laboratorio, y “armadas” con iPads preparadas para fidelizar a otra clienta. El servicio de atención y la cercanía al cliente es otro aspecto fundamental de su éxito. Las vendedoras te animan a interactuar con el producto y a pedirles consejos de belleza.

La tienda cuenta con zonas para probar sus productos y está llena de espejos en los que comprobar el color que deseamos llevarnos a casa.

En todo momento, da la sensación de que quieren que todo se convierta en un post de Instagram. No encuentras ninguna limitación a la hora de hacer fotos en el interior de la tienda. Es más, una vez dentro parece que te encuentras en una de las atracciones turísticas de la ciudad por la cantidad de gente haciendo fotos y selfies con los elementos decorativos de la tienda.

Glossier_Sales_Assistant_Uniform

Glossier_Instagramable_Furniture

 

 

 

 

 

 

 

La Cosmética se ha convertido en vanguardia y punta de lanza del Retail, mostrando el camino a otros sectores como la Moda

El nuevo paradigma de la cosmética: Del blog a la tienda

Más info: luis.leal@mheconsumer.com

www.mheconsumer.com

 

“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:

Subscribe

Amazon introduces new patterns in the Fashion sector. Customer will decide.

The strong bet of Amazon in the Fashion sector is not only based on the powerful introduction of its new own brand “FIND” for men and women, it is also adding new patterns that are  new for the sector. Some of them will be appreciated by the consumer, others will not. Sometimes they might be replicated in the physical stores and, in other cases, they will have to remain in the online arena.

Dynamic Pricing

It is by far, the area where Amazon incorporates the largest number of novelties for Fashion.

Continuous changes in Prices

For a similar clothing product, Amazon changes prices an average of 9 times during the season, while a department store (eg Macys) just changes 2,1 times per season, and clothing specialists, such as Kohl’s, just 1,6 times per season.
Sales period will not be the same ever. Relevant price endings and price points for costumers in brick and mortar won’t have the same importance in an online environment.

Different prices at colour level and size for the same model

Amazon doesn’t innovate just in time factor. The difference with fashion specialists is that Amazon starts with just one unique sales price for all colors and sizes in the same product and applies its predictive analysis based on sales, stock and availability at size and color level.
Amazon prices by colourAmazon colour and sizes selling price

Thus, it is usual practice in Amazon that, for the same garment they provide different prices based on color and size and always based on customer sales criteria and not original cost prices and mark-up.
It will be difficult to implement these criteria in stores. But, who knows… 3 years ago nobody could imagine “free delivery” at home just the day after the purchase.Amazon sizes and prices

Consumer ratings

The massive use of user generated content, providing ratings and comments by other costumers, has demonstrated huge effectiveness in other retail sectors where Amazon has a higher weight, like electronics. Fashion is introducing this new pattern that provides confidence in Brands based on other costumers opinions.
The use of costumer ratings is done through filters and relevant segments for each type of product. In addition, Amazon incorporates costumer opinions from other countries where the same product is sold. Amazon manages in a superlative way the popularity of the products by UGC.Amazon consumer ratings

Echo Look

This initiative provides the facility of take pictures of products tested at home by customers. Through a specialised application you can receive recommendations about other products or offers regarding different brands that combine better with costumer preferences. It is like a “personal” assistant to facilitate the clothing purchases. Amazon Echo Look

Prime Wardrobe. Try before buy

In this case, Amazon provides to their “Prime” clients the possibility to monthly receive a box with 3 to 10 fashion products selected by customers to be tried at home. The costumer try on it at home and can return the garments they are not interested in.
Based on the number of items that the customer acquires, they receive a 10 to 30 € discount. This service is similar to the “subscription” model in other sectors. It is an advanced version for home of smart fitting rooms, which its use is now increasing throughout retail chains. Amazon Prime Wardrobe

Prime Service. Shopping consumer networks

The success of the “Prime Amazon” service (even with an additional charge) it has been an inspiration for the development of other shopping consumer networks services, such as SHOPRUNNER, which allows retail chains provide similar experiences to Amazon but without investing in disproportionate structures for their activity.
Shoprunner

 

 

Other innovative initiatives for fashion

  • Wider development of the size range maintaining same model
  • Incorporate, in a selective way, men products among women items taking advantage of the fact that more than 40% of men products are bought by women
  • Literal description of products evolution to “tactile” descriptions that compensate the no physical presence of the product
  • Private brand sponsorship, promoting in a simultaneous way incomes from third brands

But not all Amazon initiatives become successful. The Amazon branded “Style Code Live” TV channel for interactive purchases has been cancelled after one year try out period without good results.

With Amazon new fashion patterns, clients are having the chance to try new experiences in their purchases, some of them will be demanded to other competitors in physical store environments as they will get used to.

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

More info: carlos.dominguez@mheconsumer.com

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Continous increase of e-Commerce sales participation in all retail sectors than comes with an slight Ebitda reduction during the last five years

restoration-hardware

Restoration Hardware

  • Tell me in which retail sector you are and I will tell you what percentage of your sales should come from eCommerce (from 4% in mass market sector up to 22% in leisure/technology . Also what growth perspective you should have.
  • MHE, retail consultancy, has analysed the results and eCommerce performance in 55 retail chains representatives of major sectors such as fashion, leisure/technology, home, health and beauty and mass market formats in USA during the last five years (2016-12). This market provides good and consistent data and available to the public. 

 

 

e-Commerce participation  as a % of total salesTarget-electronics-Interior

  • e-Commerce already represents 9% of total sales in the whole group of retail chains selected
  • Leisure/technology sector keeps on heading the group (22 %) without any surprise in the sales
  • Starting point was not very similar depending on which sector you are but as time goes on, a convergence of major retail sectors can be perceived. Home sector, with an outstanding +23% eCommerce CAGR sales growth is catching up quickly
  • Health & Beauty are coming closer and closer in many aspects and eCommerce is not an exception for this merging trend.

 

 

e-Commerce CAGR sales growth  per retail sector in period 2016-12 

Yearly growth rates across sectors can be grouped in three bands:

  • Home goods with 23% CAGR
  • Leisure/technology with 16% CAGR
  • Fashion, heath and beauty and mass market with 11-12% CAGR

 

Impact on Ebitda

  • Ebitda has suffered an small erosion during the period 2016-12 reaching 6% of sales in year 2016
  • Negative correlation is shown below between eCommerce sales share and achieved Ebitda. This reduction can be caused by several factors including lower prices, higher operation costs (certainly at the incipient eCommerce phase) and potential store sales productivity linked to eCommerce cannibalization

 

“Winners” segment

  • We have identified a group of retail chains (winners) that are over performing in the period of 2016-12 to check how eCommerce is doing in these organisationsulta-beauty
  • e-Commerce sales mix (15%) in 2016 is much higher than the average for the whole companies group (9%)
  • Winners are enjoying a higher substantial CAGR in sales over the period (2016-12). What really makes “winners” different is the CAGR sales growth for their physical stores 12%. Therefore, it is clear that their good performance is not only based upon eCommerce activity but improving significantly also their stores productivity
  • On the other hand, Ebitda has suffered during the same period from 19% on sales to 16% in year 2016

Future developments in the retail sector will not be purely eCommerce based, spite of its continuous sales growth. The transformation should include as well a clear physical store improvement task.

The main challenge ahead in a growth mood will be to sustain the current Ebitda (as % of sales) and satisfying at the same time new Omnichannel customer expectations.

 

MHE retail consultancy, works for major brands and retail chains to improve strategy and operations in an Omnichannel environment.

More info: carlos.dominguez@mheconsumer.com

 

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