Stefano Lena, VP Sales & Marketing ContactLab, presenta la seconda edizione della ricerca E-commerce & Fashion 2015 all'evento "Dal Fashion all'e-Fashion all'Omni-Channel Fashion" di Hybris software.

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
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Stefano Lena
stefano.lena@contactlab.com