1. 1© iVentures Consulting 2014
eShopper
Index ®eShopper
Index
Digital strategy for retail: OmniChannel
®
May 7th, 2014
#hivedata
@cbiget
@iventuresC

2. 2© iVentures Consulting 2014
eShopper
Index ®
About us
! iVentures Consulting is a management consulting firm dedicated to
digital strategy, founded in 2005 and based in Paris and San Francisco
! iVentures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail,
Travel, Media & Entertainment sectors
Digital Business strategy
! Omnichannel and digital
strategy diagnosis and
definition
! Organization, business
planning and road map
! Business intelligence
! Support to implementation
Digital skill development
of top managers and
executives
! Training
! Digital academy
! Learning expeditions
! Reverse mentoring …
eShopper Index
! Ranking & Analysis of
leading companies’’ E-
Commerce performances all
along the customer journey

3. 3© iVentures Consulting 2014
eShopper
Index ®
Today, the question is not to know WHERE
customers buy but HOW they buy
IN THE
PAST
Physical retail and E-Commerce
were two distinct experiences
TODAY
Retail 2.0: a unique & fluid
customer experience without
breaches

4. 4© iVentures Consulting 2014
eShopper
Index ®
What is eShopper Index?
! The only International Index to:
" analyze & rank leading companies’
E-Commerce performances all
along the customer journey
" cover 13 sub-steps of the
customer journey through over
250 criteria
" allow cross sector comparisons
through over 130 companies in 11
sectors all over the world
Website Mobile
Social
platforms
Customer
services
CRM
OmniChannel

5. 5© iVentures Consulting 2014
eShopper
Index ®
2014 eShopper Index
13 sub-steps measured
OmniChannel
Before
purchase SEO/ SEM Social Media Mobile User Interface Product Page
During
purchase Sales Funnel Customer Service Newsletter
After
purchase Communication
emails
Customer AccountDelivery & Package Return & Refund

6. 6© iVentures Consulting 2014
eShopper
Index ®
Overall Ranking of the 130 analyzed
companies
1 Zalando 28 Walmart 55 Thierry Mugler 82 Nocibe 109YSL
2 Zappos 29 Nike 56 Zara 83 Michael Kors 110Columbia
3 Amazon 30 Macy's 57 Benefit Cosmetics 84 Ruelala 111Nespresso
4 Net A Porter 31 Barnes & Noble 58 Louis Vuitton 85 Guerlain 112Boulanger
5 Gap 32 Yoox 59 Coach 86 Baccarat 113Sainsbury's
6 Lacoste 33 Burberry 60 Eveil & Jeux 87 Hermes 114Fresh
7 Fab 34 Estée Lauder 61 Otto 88 Neiman Marcus 115Safeway
8 Nordstrom 35 Mytheresa 62 Farfetch 89 SFR 116Guess
9 Marks & Spencer 36 Gilt 63 Nasty Gal 90 DKNY 117Dior Parfums
10 Ralph Lauren 37 Levi's 64 Toys"R"us 91 Next 118Homebase
11 Target 38 Justfab 65 Calvin Klein 92 Longchamp 119Giorgio Armani
12 Sephora 39 Chanel 66 Apple 93 Neutrogena 120Bouygues Telecom
13 Kate Spade 40 Hugo Boss 67 Saks Fifth Avenue 94 Gucci 121Orange
14 Harrods 41 Tesco 68 Shopbop 95 Marionnaud 1223 Suisses
15 Clinique 42 Décathlon 69 Reebok 96 Dell 123Dolce & Gabbana
16 Sarenza 43 Createurs de Beaute 70 Tommy Hilfiger 97 Argos 124AT&T
17 Bloomingdale’s 44 Bruneau 71 L'Oréal Paris 98 J. Crew 125Sprint
18 John Lewis 45 Bonobos 72 Best Buy 99 Nine West 126Prada
19 La Redoute 46 Yves Rocher 73 Pixmania 100 Carphone Warehouse127Vodafone
20 Fnac 47 Avon 74 Staples 101 Swarovski 128T-Mobile
21 Tory Burch 48 Puma 75 Topshop 102 Lancome 129Ikea
22 Clarins 49 Selfridges 76 Esprit 103 Office Depot 130O2
23 Auchan 50 Tiffany & Co. 77 American Apparel 104 Very
24 Adidas 51 Celio 78 Barneys 105 VentePrivee
25 Sears 52 Mac 79 Costco 106 Quicksilver
26 Asos 53 Marc Jacobs 80 Vestiaire Collective 107 Carrefour
27 H&M 54 Darty 81 Moda Operandi 108 Verizon

7. 7© iVentures Consulting 2014
eShopper
Index ®
Executive summary
What the Top 20 says
! The best bricks & clicks have
caught up and even surpassed the
pure players:
" 75% of the top 20, and 79% of all analyzed
companies
TOP 20
1 11
2 12
3 13
4 14
5 15
6 16
7 17
8 18
9 19
10 20 ! The performance of European
companies is neither better nor worse
than that of American companies
! The Fashion sector emerges as the
winner followed by the Multi-sector
players
" Fashion: 50% of the Top 20 for 31% of all
analyzed companies
" Only 1 company in luxury and 2 in perfume
and cosmetics
" Multi-sector: 25% of the top 20 for only 10%
of analyzed companies

8. 8© iVentures Consulting 2014
eShopper
Index ®
OmniChannel ranking
OmniChannel Top 10
1
2
3
4
5
6
7
8
9
10
! 50% are European, 50% American
! 80% are retailers/ 20% are brands
! 60% are in Consumer
Electronics and multi-sector

9. 9© iVentures Consulting 2014
eShopper
Index ®
OMNICHANNEL
Key figures
69%
31%
% of players with stores or showrooms that
set up at least one OmniChannel service*
Minimum one main
omnichannel service
No omnichanel
services
* At least Pick-up in store or Return in store or Connected device(s) in store

10. 10© iVentures Consulting 2014
eShopper
Index ®
OMNICHANNEL
Key figures
0%
20%
40%
60% 54%
40%
36%
36%
25%
20%
18%
6%
3%
Main OmniChannel services implemented

11. 11© iVentures Consulting 2014
eShopper
Index ®
OMNICHANNEL
Key figures
0%
10%
20%
30%
40%
50%
60%
70%
63%
30%
37%
36%
26%
23%
17%
13%
2%
46% 48%
36%
36%
25%
17%
18%
0% 4%
Main%OmniChannel%services%implemented%by%region%
USA
EUROPE

12. 12© iVentures Consulting 2014
eShopper
Index ®
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100%$
75%$
32%$
83%$
50%$
16%$
67%$
100%$
8%$
14%$
50%$
40%$
80%$
100%$
64%$ 67%$
100%$
37%$
89%$
67%$
33%$
29%$
20%$
54%$
Pick%up%in%store%vs%Return%in%store%by%sector%
Pick up in store
Return in store
OMNICHANNEL
Key figures

13. 13© iVentures Consulting 2014
eShopper
Index ®
OMNICHANNEL
Observations, Benefits and Recommendations
Observations:
! Companies with physical and online presence should implement a clear
OmniChanel strategy all along eShopper journey to leverage their presence
and benefit from competitive advantages
! OmniChanel strategy will benefit to both the eStore and physical
stores through driving traffic, increase frequency of contact, and
maximise customer intimacy
! The challenge is to implement the process and train sales staff to
respond to customer expectation by providing digital experience
Benefits:
! Increase quality of the customer experience
! Give new reason to go to stores
! Increase sales
! Differentiate from other brands
! Build customer loyalty
BASICS
! Buy online and pick up products
in store
! Exchange or return products in
store
! Check products availability in
physical store from website
! Scan barcodes and QR Codes
for more information about
product (Product Page,
comments,..)
! Localize the nearest store from
mobile app
DIFFERENCIATORS
! Book an appointment in store from the site or mobile
for advices
! Reserve product through website to pick up in
physical store (without purchase)
! Find coupons and deals on the website/social pages
to use in physical store
! Use tablet in store to customize product from
website
! Use tablet in store to browse catalogue and order
product for a delivery at home
! Use the mobile application in store for calling a sales
staff, checking availability of product,..
! Receive deals when near to the store through
mobile application
! Localize the nearest store from mobile app
GOODIES
! Call Customer Service from
mobile app
! Try product in store through
an interactive mirror
(Fashion)

14. 14© iVentures Consulting 2014
eShopper
Index ®
MACY’S
RICH AND COMPLETE OMNICHANNEL EXPERIENCE
Online experience
! Check the availability of product in physical store
! Book an appointment for exclusive advices
! Coupons available online and in-store
In-store experience
! Pick up a product ordered online
! Return a product ordered online
! Scan barcodes and QR codes for more information
about products or promotions
! Use the mobile application in store for deals and
promotions
! Use tablets in store to check availability of products
(with sales staff)
OMNICHANNEL
Best Practices

15. 15© iVentures Consulting 2014
eShopper
Index ®
OMNICHANNEL
Best Practices
DARTY
DIGITAL SHOPPING EXPERIENCE IN STORE
Online experience
! Check the availability of product in physical store
In-store experience
! Scan a product in store for more information through mobile
app (bar code and QR code)
! Pick up a product ordered online (4hrs after purchase)
! Return a product ordered online
! Free wi-fi to avoid 3G/4G issues with mobile
! Use the touch screen in store to browse products or to call
someone from the sales staff for help
! Call the After sales service for help from the mobile app

16. 16© iVentures Consulting 2014
eShopper
Index ®
OMNICHANNEL
Best Practices
BURBERRY
IMMERSIVE BRAND EXPERIENCE COMBINING THE
BEST OF ONLINE & OFFLINE ENVIRONNEMENT
Combination of online and offline environments:
Burberry.com and Burberry’s stores
Online experience
! Possibility to book an appointment for shopping advice
In-store experience (London flagship)
! Presence of personalized screens through interactive
mirrors.
! Possibility to manipulate reality by experiencing
products physically and virtually at the same time
! Shop through a connected tablet with sales staff help
! Watch through tablet how each product is made
! Presence of a digital wall pulsating with content,
alternating between live runway feeds, audiovisual
content, mirrors and ads

17. 17© iVentures Consulting 2014
eShopper
Index ®
JOHN LEWIS
VIRTUAL SHOPPING AND MIRROR FOR A NEW
EXPERIENCE
Possibility to:
! Try products through virtual mirrors. Customers can
create complete outfits selected from johnlewis.com.
This makes the shopping experience more enjoyable by
letting customers see how they look without getting
undressed
! Purchase by scanning QR codes of products displayed
on the shop window and buy these from the mobile
website
OMNICHANNEL
Best Practices

18. 18© iVentures Consulting 2014
eShopper
Index ®
TOPSHOP
ONLINE AND OFFLINE OMNICHANNEL EXPERIENCE
Online experience
! Book a free appointment with a stylist in store
In-store experience
! Pick up a product ordered online
! Return a product ordered online
! Scan product barcodes in store to save to Notebook,
share with friends, or check stock in another store
! Scan Topshop QR codes for exclusive content
OMNICHANNEL
Best Practices

19. 19© iVentures Consulting 2014
eShopper
Index ®
OMNICHANNEL
Best Practices
AMERICAN APPAREL
MOBILE EXPERIENCE IN STORE
! Receive deals, offers and product notifications walking
into any American apparel retail store with the mobile
application
! Augmented reality experience by scanning images and
product barcodes around the store to see full outfits,
color lines, videos, slideshows, and ways to wear then
share favorites with friends
! Access to LeClub account at retail stores for a faster
shopping experience, all while acquiring loyalty points

20. 20© iVentures Consulting 2014
eShopper
Index ®
Contacts
PARIS OFFICE
Christophe Biget
Partner
+33 1 70 08 06 60
christopheb@iventures-consulting.com
@cbiget
SAN FRANCISCO OFFICE
Aurelia Ammour
Partner
+1 (415) 315-9654
aureliaa@iventures-consulting.com
@aammour
www.iventures-consulting.com
@iventuresC