Posts Tagged "#tecnologia"

L´OCCITANE and NYX lead Health & Beauty OmniChannel sector. Spain

Traditional selective and mass market channels convergeTop Health Beauty MHE

Marketing MHE OmniChannel
Main Findings
NIX Omnichannel MHE

Health & Beauty is just behind the Leisure / Technology sector in terms of developing OmniChannel initiatives and ahead of the Fashion sector.

Ecommerce is relatively recent in the sector and already reaches reasonable levels as% of total sales value (eg L’OCCITANE 11%, ULTA 7%).

L’OCCITANE and NYX stand out as the most complete omnichannel operators.

The ” Young / Makeup ” (NYX, Kiko) chain segment lead the omnichannel innovation. Especially in the areas of marketing with video tutorials, content generated by users and influencers and with the use of social networks such as youtube and Instagram.

Three out of four chains already offer marketing with contents of self-help and advice.

More than 80% of the chains provide user reviews and comments (UGC).

Although ¾ of the chains offer their own apps, they do not get very positive ratings from their users (Kiko being the exception). The bet to improve the experience of the mobile through the WEB is strengthened between the operators and ahead the own apps.

2/3 of the chains facilitate the online possibility of personalizing the purchase as a gift.Loyalty programme MHE

Opportunities

Despite the high frequency of purchase, only 1/3 of the channels allow the integrated use of their loyalty programs through the mobile.Content marketing MHE

Only 1/3 of the chains facilitate visibility of stock availability in real time at individual store level.

Only 10% of the operators have the “Click & Collect” service (substantially inferior to other sectors like Fashion).

The “Natural” segment has found in OmniChannelan excellent allied support to communicate their Brand values in a more reachable and personalised way.

OmniChannel is helping “Fast Beauty” in a clear evolution towards the world of FASHION.

The  tradiitonal”selective” and “mass market” Health & Beauty channels converge through the OmniChannel, blurring the borderline among them.

Direct sales to consumer activity by large brands (DTC), are taking advantage of OmniChannel and it is making progress.NYX

Attributes

Where your chain stands up now and where it should gear up to in OmniChannel? ¿Which are your main priorities to apply? ¿How MHE can help you?

Omnichannel Retail 365º

More info: carlos.dominguez@mheconsumer.com

OmniChannel Retail MHE  Index is also available in other sectors: Fashion, Home, Leisure/Technology,  and Food Super/Hypermarkets

 

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Worten, Fnac y Toys”R”us are the highlights in OmniChannel. Amazon keeps on dominating vs Retail chainsRanking Leisure TechnologyAmazon vs Retail Chains

Conclusions

  • Leisure and Technology is consolidated as the sector with the highest development in Omnichannel incentives. Being as well the sector where eCommerce gets the highest percentage over its total sales, therefore its digital transformation has been more completed.IMG_3832-compressor
  • Stand out, by sector; Worten in Technology, Fnac in Culture and ToyRus in toys.
  • At the time of comparing this business chains with Amazon (excluding the attributes related to the physical shops), it is possible to observe a strong leadership from the Global eCommerce Operator, specially in the Web area.
  • It is on the area of customer service where Leisure & Technology grows the most when compared to last year and in relation to other retail sectors as well. From a more specific view, it is possible to appreciate a higher number of initiatives at the time of providing differentiated alternatives when delivering the product, maintenance and installation services.
  • There are already a 40% of the companies that provide the online anticipated reservation of new product launches
  • The anticipation of customer experience through data compilation and client reviews communications, is one of the characteristics of this sector (60% compared to the 20% in Fashion)
    4 out of 5 business chains have already an own app although its use and reviews from the consumer isn´t very high.

Mobile

Delivery menu Opportunities

  • In retail technology, by its nature of big ticket items and ease of comparison of the product (brand / model / specifications) between the different chains, is where OmniChannel Pricing Management becomes more complex and dynamic, in time, location and channel by the operators.IMG_5540-compressor
  • The integration of channels will continue to foster greater commercial dynamism with multiple events and short duration.
  • The virtual range extension is making possible the opening of smaller urban formats in surface but with higher commercial quality as location. Media Markt is a clear example of this new practice.
  • The “expert” consumer does his / her duties of information search / selection online prior to the physical visit in Store, providing in this way an excellent opportunity for the staff in store to focus on the sale of additional services (maintenance, guarantees extension and Insurance).
  • The physical store is reinforced with training activities supporting an environment of greater customer relationship not directly linked to the act of sale.
  • The direct sales to consumer activity by major brands / manufacturers in this technology sector is still very small and further development of OmniChannel in the coming years will facilitate their more active move into eCommerce.

Culture
Toys

 Where your chain stands up now and where it should gear up to in OmniChannel? ¿Which are your main priorities to apply? ¿How MHE can help you?

Omnichannel Retail 365º

More info: carlos.dominguez@mheconsumer.com

OmniChannel Retail MHE  Index is also available in other sectors: Fashion, Home, Health and Beauty,  and Food Super/Hypermarkets

Subscription to receive Newsletters and info Mhe activities

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