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THE FUTURE OF
THE LUXURY SHOPPING
EXPERIENCE
PRODUCED WITH LOVE
BY @GREGFROMPARIS
GREGORY.POUY@LAMERCATIQUE.COM
LaMercatiq...
GREGORY POUY
A MARKETING ARTISAN
IN A DIGITAL AGE
LaMercatique
MUCH HAS BEEN SAID
ON THE DIGITALIZATION
OF RETAIL
LaMercatique
AND YET YOU PROBABLY DON’T SEE MUCH
CHANGE IN YOUR DAILY SHOPPING LIFE
(aside from a few giant screens, maybe)
LaMercatique
SHOULD
YOU REALLY
CARE?
LaMercatique
THE LUXURY INDUSTRY ROSE SIGNIFICANTLY
IN 2013
(THANKS TO NEW MARKETS)
3 In less than 20 years, luxury consumers have more...
THE LUXURY MARKET HAS ALWAYS BEEN
ON THE CUTTING EDGE OF WHAT
A RETAIL EXPERIENCE SHOULD FEEL LIKE
LaMercatique
ARE
TRADITION
AND EXCELLENCE
CONTRADICTORY
?
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TENSION CREATES OPPORTUNITIES
FOR REACHING NEW FRONTIERS
AND PRODUCING EXCEPTIONAL
BRAND EXPERIENCES
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A PIECE OF ADVICE:
ALWAYS START FROM THE CONSUMER POINT
OF VIEW
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THE LUXURY CONSUMER HAS CHANGED
CONNECTED
&
INFORMED
GROWTH
EXPECTATIONS
SHORTER
ATTENTION
SPAN
NON-LINEAR
PURPOSE-
DRIVEN...
SHE IS EMPOWERED
88% OF SMARTPHONE
USERS RESEARCH ONLINE
AND BUY OFFLINE
20% OF SMARTPHONE
USERS PURCHASE FROM
THEIR MOBIL...
MOBILE USAGE WHEN SHOPPING FOR CLOTHING
43%
MAKE PRICE
COMPARISONS
43%FIND
PROMOTIONAL
OFFERS
34%
FIND LOCATIONS/
DIRECTIO...
MOBILE USAGE WHEN SHOPPING FOR COSMETICS
46%
MAKE PRICE
COMPARISONS
40%FIND
PROMOTIONAL
OFFERS
42%
FIND LOCATIONS/
DIRECTI...
SOCIAL MEDIA IS OVERHYPED
Even in 2014, when it comes to retail digitalization, social media
may come to mind. But in trut...
16
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CONSIDER	
   EVALUATE	
   PURCHASE	
   ADVOCATE	
  
THE CONSUMER PATHWAY HAS
CHANGED...DRAMATICALLY
PHYSIC...
A REBOOT
IS NEEDED
(urgently)	
  
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A
FRICTIONLESS
WORLD
BETTER
EXPERIENCES
STORE
EVOLUTION
CONNECTED
PRODUCTS
CUSTOMIZATION
REBOOT THE LUXURY SHOPPING EXPERI...
#1
A FRICTIONLESS
WORLD
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CRM: YOU NEED TO OFFER YOUR
CONSUMERS A SEAMLESS EXPERIENCE
In a frictionless world, it’s not about store, desktop, mobile...
HOW DO LUXURY BRANDS RANK ON
THE E-COMMERCE EXPERIENCE
The eShopper Index by iVentures Consulting analyzes and ranks E-Com...
IT’S TIME TO DROP THE “E”
E-commerce surfaced 10 years ago and showed us how to serve the customer
differently.
But today,...
FROM SINGLE CHANNEL TO U-COMMERCE
Single
Channel
Multi-
Channel
Cross-
Channel
Omni-
Channel
U-Commerce
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Source: Deloitte – omni-channel consumer survey 2013
OMNI-CHANNEL RETAILING PROVIDES
INFORMATION
Consumers can compare pro...
WHAT IS THE DIGITAL IMPACT ON SALES?
USING DIGITAL
BEFORE
USING DIGITAL IN
STORE
LIFTCONVERSION
61%
73%
78%
86%
N/A
20%
27...
DIGITAL INFLUENCE ON SHOPPING DECISIONS IS
OVER $1 TRILLION
$	
   1	
   ,	
   1	
   0	
   0	
   0	
   0	
   0	
   0	
   0	...
While investments in e-commerce businesses continue to
grow, omni-channel investments are rare, with only one-
third of br...
Studies conducted on 12 countries by Digital LBI – April 2014
“SHOWROOMING” IS ON THE RISE
18% of consumers report
leaving...
BUT “WEBROOMING” IS EVEN BIGGER
69% WEBROOM
SEARCH ONLINE AND BUY OFFLINE
46% SHOWROOM
SEARCH OFFLINE AND BUY ONLINE
LaMer...
BUY ONLINE & PICK-UP IN-STORE
IS RARELY OFFERED FOR LUXURY GOODS
ASPIRATIONAL
BRANDS
PRESTIGE
BRANDS
LUXURY
BRANDS
15%20%
...
Brooks Brothers, a longstanding clothing retailer, has focused its entire
retail data system around the consumer.
Therefor...
The men’s clothing site started online in 2007 but took off more recently when
it began adding 10 physical locations.
At t...
DIGITAL WALLETS ARE ON THE RISE
Contactless payment solutions are rising, whether through RFID chips or digital wallets
th...
Macy’s is very well-known for its advanced omni-channel strategy.
The retailer decided to offer same-day delivery to custo...
SHOPPABLE VIDEOS ARE HERE FOR
GOOD
Buying on Youtube is not a new concept (2009).
The French clothing retailer Petit Batea...
THE FASHION & LUXURY CATEGORY HAS THE
HIGHEST LEVEL OF MOBILE ADOPTION
Mobile represents 38% of traffic share. People have...
Nearly 90 % of retailers are maintaining mobile-optimized
sites. However, compared to the desktop experience,
mobile site ...
A few years ago, before tablets or smartphones, mobile was a strong
trend.
In 2014, we are already past the mobile tipping...
Wearable
devices
Sale Person
App
Digitally
enhanced
products
Geo-targeted
alerts
Mobile app
Source Slide: R.G.A.
Digital
D...
#2
BETTER
EXPERIENCES
LaMercatique
LUXURY BRANDS NEED TO SURPRISE
IN ORDER TO STAY ON THE CUTTING EDGE
This means bringing new experiences and new services, ...
CREATE A NEW TYPE OF POP-UP STORE
Whether you are in a hurry or simply tired of shopping online, Kate Spade, in
partnershi...
BUY WITH A TWEET AT MARC JACOBS
In this very specific pop-up store, the only accepted currency was a tweet or a picture
on...
WEDDINGTON WAY: SOCIAL ADDED
VALUE
When shopping for bridemaid dresses, customers are not just after functionalities (pric...
LaMercatique
LUVOCRACY: WHEN RECOMMANDATION
IS MIXED WITH AFFILIATION
Luvocracy encourages shoppers to recommend clothing ...
NORDSTROM’S PERSONAL SHOPPER
NOW TEXTING CLIENTS
The retailer just announced a partnership with Twilio, a business that pr...
HAVING A TACTILE EXPERIENCE
Thanks to new technologies, true tactile sensations through screens are now
possible.
This can...
SELLING WHAT YOU DON’T HAVE IN-STORE
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BUT YOU NEED PRODUCTS IN-STORE
Some people tend to believe that in the future, stores will only feature
displays. But at t...
In 2014, when 39% of aspirational brands like Ann Taylor offer this service
on their website, only 32% of prestige brands ...
The Web to Store approach is something that department stores have
been looking at very closely.
As a result, 40% of their...
The second-hand market has grown very quickly, through specialized
start-ups like Instantluxe.com or vestiairecollective.c...
WHAT IS VERY IMPORTANT TODAY?
CLICK &
COLLECT CLICK & TRY
CLICK &
RESERVE
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#3
STORE
EVOLUTION
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So many people have predicted that retail will die and that e-commerce
will take over.
In reality, even in the highest pro...
THE STORE OF THE FUTURE...
WILL BE PRETTY MUCH THE SAME AS TODAY
In fact... Retail is not going to change much. You can wr...
BLOOMINGDALE’S INCORPORATES
MOBILE TOUCHPOINTS
The department store chain launched this concept in its Palo Alto store.
Fe...
58
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WHAT’S ABOUT BRANDS WHICH DON’T
OWN THEIR DISTRIBUTION NETWORK?
Photo: Colette, Paris
59
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Placeloop is an all-in-one local store marketing automation software for brands
who don’t own their distri...
You can easily get lost in a department store.
Galeries Lafayette, the famous Parisian store, has launched a
geolocalisati...
This concept store opened late 2013 in Covent Garden, in London.
The store offers individual consultations, but many aspec...
62
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iBEACON IS CHANGING THE GAME
iBeacon is a indoor proximity system launched by Apple.
An iBeacon can send n...
63
LaMercatique
iBEACON: IMPROVE YOUR CONSUMER’S
KNOWLEDGE THROUGH DIGITAL
Usually, customer knowledge is collected either...
64
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iBEACON SHOULD NOT BE ANOTHER SPAMMING
MACHINE
The real problem with technology is mainly marketers.
Whene...
65
LaMercatique
iBEACON IS THE PERFECT SOLUTION TO
IMPROVE THE CUSTOMER EXPERIENCE
There is a bar in London that uses iBea...
66
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iBEACON: ENDLESS POSSIBILITIES
§  A shopping list turns into a journey through the shop
§  An augmented ...
67
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PEPPER IS NOT SCIENCE-FICTION
Meet Pepper from Aldebaran. This robot already exists and is used mostly in
...
DON’T MOVE TOO FAST...
Moving fast, especially faster than the competition, can be tempting.
But be careful, the consumer ...
69
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WHAT DO YOU NEED TO SUCCEED?
(DON’T ANSWER “TECHNOLOGY”)
You have to consider that technology can enable a...
#4
CONNECTED
PRODUCTS
LaMercatique
You probably know of this example from C&A in Brazil, where the
hangers show the number of likes, but there’s more...
When...
House of Frazer decided to use the beacon technology to have their mannequins
interact with consumers.
When a shopper walk...
Nordstrom is one of the strongest brands on Pinterest, with more than
4.4 millions followers.
The retailer decided that it...
#5
CUSTOMIZATION
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IT ALL STARTS WITH EMAIL MARKETING
Half of all emails analyzed by L2 promoted sales,
43% called to “shop now,” while less ...
Luxury brands have always tried to be consumer-focused.
However, they used to impose their vision through a limited, prede...
Boucheron knows that not every consumer has the ability to come into a store
when he wants to.
The brand has launched an a...
It can be tricky to find the right foundation for your true skin color.
You can obtain different results and the app enabl...
Matrix has decided to embrace technologies, specifically Google Glass.
The haircare brand is going to this technology to t...
CONSEQUENCES
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Many brands have spent years building an engaging experience in one channel,
primarily the retail store. But today, they n...
RETAIL TEAM TOOL: MYSEPHORA
Today’s consumers are empowered. So, beauty advisors must have access to an equal level
of inf...
BEING OMNI-CHANNEL AT THE CORE
The Neiman Marcus department store chain announced the merger of its
retail & e-commerce me...
THE LOGISTIC CHAIN IS EVOLVING
When it comes to retail, it is impossible to overlook the importance of logistics....
RFID ...
Business has been totally transformed through technology.
It was “easy” to do business in a single channel mode, but data ...
Big data represents large groups of people and widespread behavior. This is not
so relevant, when it comes to retail.
As a...
Montblanc is using data analysis solutions to measure the number of people
shopping in each area of its stores and establi...
//‹#›
QUANTSTREAMS BUILDS A
STREAMSTORE FOR YOUR COMPANY.
"QuantStreams is a Marketing Automation Platform (MAP) that anal...
RETAIL’S SECRET WEAPON:
PREDICTIVE DATA
By using retail analytics for predictive modeling, companies can actually see and
...
THE PRIVACY ISSUE
50% of respondents trust
their favorite retailers to
use their personal data
responsibly
54%
54% of resp...
Even though data can help you to better understand your business, you are the right person
to decide: “this is the way we ...
Know-how and craftsmanship are the strongest values in the luxury world.
Excellence, handmade products, choice of material...
LaMercatique
DON’T HESITATE TO CONTACT ME
IF YOU WANT TO KNOW MORE
OR GET THE SLIDES
gregory.pouy@lamercatique.com
@gregfr...
THANK YOU
PRODUCED WITH LOVE
BY @GREGFROMPARIS
LaMercatique
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GREGORY POUY A MARKETING ARTISAN The future of the luxury shopping experience

GREGORY POUY
A MARKETING ARTISAN
IN A DIGITAL AGE
LaMercatique

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