Workshop Sala Dubai – 14.30 Con Marco Pozzi Senior Advisor ContactLab e Arianna Galante Director of Agency Dept. ContactLab SEND, il primo Open Summit ContactLab

1. SEND è organizzato da
#SEND2014
BENCHMARKING DELLA CONCORRENZA
Esempi da The Digital Frontier: Ready? Steady? Go!
Marco Pozzi
Senior Advisor
Arianna Galante
Director of Agency Dept.
@digitalzia

2. un evento organizzato da
#SEND2014
This 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.
AREE DI BENCHMARKING
Penetrazione E-commerce per paese / prodotto
Digital Competitive Map
Strategic Reach
Digital Customer Experience Proficiency
Piano di contatto email marketing

3. un evento organizzato da
#SEND2014
This 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.
THE DIGITAL FRONTIER: READY? STEADY! GO!
Un’analisi sullo stato dell’arte nell’uso del digitale come strumento di comunicazione e di vendita nel luxury
Approfondimenti sulla customer experience offerta da ogni brand e sull’integrazione cross-canale tra tutti i touch point, digitali e non
In collaborazione con Exane BNP Paribas, leader in Equity research
http://www.contactlab.com/it/risorsa-in- evidenza/digital-frontier-ready-steady-go/

4. un evento organizzato da
#SEND2014
This 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.
THE DIGITAL FRONTIER: IL PANEL LUXURY
Armani Bottega Veneta Bulgari Burberry Cartier Chanel Coach Fendi Ferragamo Gucci Hermès Louis Vuitton Michael Kors Prada Ralph Lauren Tiffany Tory Burch NEW ENTRIES Balenciaga Céline Cucinelli Dior Givenchy Loro Piana Moncler Tod’s Valentino Saint Laurent Zegna
Armani
Bottega Veneta
Bulgari
Burberry
Cartier
Chanel
Coach
Fendi
Ferragamo
Gucci
Hermès
Louis Vuitton
Michael Kors
Prada
Ralph Lauren
Tiffany
Tory Burch
PANEL 2013 17 brands
PANEL 2014
28 brands

5. un evento organizzato da
#SEND2014
This 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.
PENETRAZIONE E-COMMERCE PER PAESE
(%, 2010 – 2013)
Overall E-commerce penetration with steady growth (reaching ca 5% Worldwide in 2013)
UK and Japan E-commerce penetration growing steeper both in 2012 and 2013
USA and Korea penetration slowing down in 2013
Italy with flatter penetration

6. un evento organizzato da
#SEND2014
This 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.
PENETRAZIONE E-COMMERCE PER PRODOTTO
(%, USA, 2010 - 2013)
Very different behavior by product category
Shoes with very high penetration growth (reaching ca 15% in 2013)
Fashion Jewelry and Dresses still with increasing trend
Bags and Silk & Scarves flattenig

7. un evento organizzato da
#SEND2014
This 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.
PENETRAZIONE E-COMMERCE PER PRODOTTO
(%, UK, 2010 - 2013)
E-commerce Penetration in UK increasing for all product categories

8. un evento organizzato da
#SEND2014
This 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
(Settembre 2014)

9. un evento organizzato da
#SEND2014
This 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 STRATEGIC REACH: PUNTEGGIO
(USA, luglio 2014)
Burberry stands out for its E-commerce Strategy (full coverage of countries, languages and products), followed by Armani, Cucinelli and Valentino
Six Brands Powered by Yoox positioned in the Top 10

10. un evento organizzato da
#SEND2014
This 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: PENETRAZIONE GEOGRAFICA
(luglio 2014)
Country additions mostly in Far East (Korea, HK, Japan)
UAE and Brazil (high import duties) remain largely uncovered
BRAND USAEuropeJapanChinaHong KongKoreaUAERussiaBrazilTotal Countries (Fashion) BurberryXXXXXXXX8ArmaniXXXXXXX7BalenciagaXXXXXXX7CucinelliXXXXXXX7ValentinoXXXXXX6Bottega VenetaXXXXX5GucciXXXXX5ZegnaXXXX4FerragamoXXXX4Louis Vuitton XXXX4MonclerXXXX4Ralph LaurenXXXX4Tory BurchXXXX4Yves Saint LaurentXXXX4PradaXXX3CartierXXX3CoachXXX3HermèsXXX3Loro PianaXXX3TiffanyXXX3BulgariXX2Tod'sXX2Dior(Beauty)X1Michael KorsX1Chanel(Beauty)0Céline0GivenchyAppFendi0TOTALE232119978271Legenda:Additions July 2014 vs. July 2013NO E-COMMERCEPHONE NUMBER / NET-A-PORTERNET A PORTER IOS APP ONLY, SEPARATION WOMEN AND MENKEY COUNTRIESNO E-COMMERCENO E-COMMERCE

11. un evento organizzato da
#SEND2014
This 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.
SITI WEB: LINGUE PRINCIPALI
(luglio 2014)
Main language additions are Portuguese (Brazilian clients buying abroad ?), Russian, Chinese and Korean
BRANDEnglishGermanFrenchItalianSpanishPortugueseRussianArabChinese HK/TaiwanChinese MainlandKoreanJapaneseTotalChanelXXXXXXXXXXXX12Louis Vuitton XXXXXXXXXXX11DiorXXXXXXXXXXX11CartierXXXXXXXXXXX11BurberryXXXXXXXXXXX11ZegnaXXXXXXXXXX10Ralph LaurenXXXXXXXXXX10CoachXXXXXXXXX9TiffanyXXXXXXXXX9HermèsXXXXXXXXX9PradaXXXXXXXX8Tod'sXXXXXXXXX9GucciXXXXXXXX8MonclerXXXXXXXX8BulgariXXXXXXX7ValentinoXXXXXXX7ArmaniXXXXXXX7FendiXXXXXXX7FerragamoXXXXXXX7BalenciagaXXXXXXX7Tory BurchXXXXXX6Bottega VenetaXXXXXX6CucinelliXXXXXX6CélineXXXXX5Michael KorsXXXXX5Saint LaurentXXXXX5GivenchyXXX3Loro PianaXXX3TOTALE2819242415913313271725Legenda: Languages additions July 2014 vs. July 2013LANGUAGES

12. un evento organizzato da
#SEND2014
This 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 CUSTOMER EXPERIENCE PROFICIENCY: DIMENSIONI ANALIZZATE
Website Experience
•Display Visualization
•Product Presentation
•Product Selection
•Basic Customer Service
•Personal Services
E-commerce Experience
•Online Shopping
•Delivery
Cross Channel Experience
•Store Finder
•Cross Channel Services
•Share
•Apps

13. un evento organizzato da #SEND2014
This 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 CUSTOMER EXPERIENCE PROFICIENCY:
PUNTEGGIO
MONOBRAND POINTS RANKING DISPLAY VISUALIZATION
PRODUCT
PRESENTATION
PRODUCT SELECTION BASIC CUSTOMER SERVICE PERSONAL SERVICES ONLINE SHOPPING DELIVERY STORE FINDER CROSS CHANNEL SERVICES SHARE APPS
Louis Vuitton 100 1 5 27 2 1 3 20 9 1 4 1 1
Gucci 99 2 10 1 17 4 1 8 1 5 4 1 13
Tiffany 97 3 1 9 6 4 3 8 5 15 3 1 1
Burberry 87 4 10 1 13 1 5 16 9 7 2 16 18
Balenciaga 85 5 10 9 6 4 11 2 2 7 14 1 18
Zegna 85 5 27 9 6 4 5 2 20 3 4 1 18
Coach 84 7 21 4 1 4 14 5 16 24 1 1 18
Ralph Lauren 84 7 10 9 13 4 5 5 8 6 4 22 13
Hermès 83 9 10 9 13 4 19 11 5 4 12 1 1
Tory Burch 82 10 10 9 2 4 19 5 16 10 12 1 1
Cartier 76 11 22 9 2 4 10 16 16 25 4 16 6
Loro Piana 76 11 22 1 2 4 12 26 16 7 4 16 13
Armani 72 13 10 4 6 4 5 11 24 15 19 16 6
Bottega Veneta 71 14 5 9 13 4 14 8 2 12 19 1 18
Yves Saint Laurent 67 15 1 9 6 4 19 1 20 21 19 1 18
Bulgari 65 16 1 24 21 4 19 23 9 21 4 1 6
Prada 64 17 10 9 26 24 5 20 2 12 4 26 18
Tod's 64 17 22 9 23 4 1 11 9 27 16 16 13
Chanel 63 19 10 24 6 4 19 16 9 21 19 1 13
Givenchy 60 20 5 4 23 4 19 16 5 10 16 26 6
Cucinelli 57 21 22 4 6 24 19 11 24 17 19 1 18
Michael Kors 57 21 27 9 18 1 14 11 20 27 14 16 6
Valentino 56 23 10 4 21 24 14 20 20 17 19 1 6
Dior 53 24 10 24 23 4 19 25 9 12 16 22 6
Moncler 53 24 1 9 18 24 19 2 24 17 19 22 18
Fendi 52 26 5 9 26 28 12 27 n.a. 1 19 1 1
Ferragamo 50 27 5 9 18 4 14 23 9 25 19 22 18
Céline 23 28 22 27 26 4 19 28 n.a. 17 19 26 18
OVERALL
BRAND RANKINGS ON SPECIFIC DIMENSIONS
WEBSITE EXPERIENCE E-COMMERCE EXPERIENCE CROSS CHANNEL EXPERIENCE
 Louis Vuitton, Gucci, Tiffany in Leading Positions, followed by Burberry, Balenciaga and Zegna

14. un evento organizzato da #SEND2014
This 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.
CROSS-CHANNEL EXPERIENCE: SERVIZI
Punteggio (USA, luglio 2014)
In Store Availability Collect in Store Return in Store Online Order in Store Product exchange
Coach 1 YES YES YES NO YES (ONLINE AND IN STORE)
Burberry 2 NO YES YES NO YES (ONLY IN STORE)
Tiffany 3 NO YES (SELECTED LOCATIONS IN NEW YORK) YES NO YES (ONLINE AND IN STORE)
Bulgari 4 NO NO YES NO YES (ONLINE AND IN STORE)
Cartier 4 NO NO YES NO YES (ONLINE AND IN STORE)
Gucci 4 YES NO YES NO NO
Loro Piana 4 NO NO YES NO YES (ONLINE AND IN STORE)
Louis Vuitton 4 NO NO YES NO YES (ONLINE AND IN STORE)
Prada 4 NO NO YES NO YES (ONLY IN STORE)
Ralph Lauren 4 NO NO YES NO YES (ONLINE AND IN STORE)
Zegna (Yoox) 4 NO YES (7 SELECTED STORES) YES (SELECTED STORES) YES NO
Hermès 12 NO YES (SELECTED STORES) NO NO YES (ONLINE AND IN STORE)
Tory Burch 12 NO NO YES NO YES (ONLY ONLINE)
Balenciaga (Yoox) 14 YES NO NO NO NO
Michael Kors 14 NO NO NO NO YES (ONLINE AND IN STORE)
Dior 16 NO NO NO NO YES (ONLY ONLINE)
Givenchy 16 NO NO NO NO YES (ONLY ONLINE)
Tod's 16 NO NO NO NO YES (ONLY ONLINE)
Armani (Yoox) 19 NO NO NO NO NO
Bottega Veneta (Yoox) 19 NO NO NO NO NO
Céline 19 NO n.a. n.a. NO n.a.
Chanel 19 NO NO NO NO NO
Cucinelli (Yoox) 19 NO NO NO NO NO
Fendi 19 NO n.a. n.a. NO n.a.
Ferragamo 19 NO NO NO NO NO
Moncler (Yoox) 19 NO NO NO NO NO
Valentino (Yoox) 19 NO NO NO NO NO
Yves Saint Laurent (Yoox) 19 NO NO NO NO NO
MONOBRAND BRAND RANKING
CROSS CHANNEL SERVICES
LEGENDA
Positive
Plus
Negative

15. un evento organizzato da
#SEND2014
This 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.
BEST PRACTICE: IN STORE AVAILABILITY
Coach (luglio 2014)

16. un evento organizzato da
#SEND2014
This 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.
BEST PRACTICE: OPZIONI OMNI-CHANNEL
Zegna (luglio 2014)
Zegna offering all major Cross Channel Services: Pick up in Store, Return in Store and Order in Store (Unique Brand to offer this Service)

17. un evento organizzato da
#SEND2014
This 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.
BENCHMARKING DELL’ESPERIENZA EMAIL
PUNTO
DI CONTATTO
ISCRIZIONE
RICEZIONE
MESSAGGIO
N.2
N.3
N.4

18. un evento organizzato da
#SEND2014
This 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.
FREQUENZA MENSILE DI CONTATTO EMAIL
(Messaggi inviati, USA, gennaio - giugno 2014)
0
5
10
15
20
25
Average 2014 = 4,8
Average 2013 = 4,1

19. un evento organizzato da
#SEND2014
This 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.
PERSONALIZZAZIONE: CONTENUTI EMAIL PER GENDER
(USA, gennaio giugno 2014)
Same content for Female and Male
Michal Kors
Ralph Lauren
Tory Burch
Prada
Ferragamo
Zegna
Hermès
Yves Saint Laurent
Dior
Louis Vuitton
Different content for Female and Male
Tod’s
Gucci
Burberry
Moncler
Bottega Veneta
Armani
Balenciaga (first June 2014)
ca 40% of brands analysed differentiate between Male and Female communication
Two approaches for differentiation:
Same subject, different content
Different subject, different content

20. un evento organizzato da
#SEND2014
This 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.
PERSONALIZZAZIONE: STESSO GIORNO E SUBJECT, CONTENUTI SIMILI MA DIFFERENZIATI PER GENDER
(Tod’s, aprile 2014)
Subject: The Gommino goes colourful, 16/04/2014-17/04/2014

21. un evento organizzato da
#SEND2014
This 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.
PERSONALIZZAZIONE: STESSO GIORNO, SUBJECT E CONTENUTI DIVERSI
A Step in the Right Direction: Color-block heels upgrade your summertime look, 21/05/2014
Natural Elegance: The Gucci Guide to Modern Tailoring, 21/05/2014
(Gucci, maggio 2014)

22. un evento organizzato da
#SEND2014
This 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.
PERSONALIZZAZIONE: CONTENUTI EMAIL PER ETÀ
(USA, gennaio-maggio 2014)
Same content for Young (<25) and Senior (>50) Female
Michael Kors
Ralph Lauren
Gucci
Armani
Tory Burch
Ferragamo
Burberry
Zegna
Tod’s
Different content for Young (<25) and Senior (>50) Female
None
No apparent differentiation in communication across ages

23. un evento organizzato da
#SEND2014
This 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.
REGISTRAZIONE: USABILITÀ E PROFILAZIONE

24. un evento organizzato da
#SEND2014
This 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.
REGISTRAZIONE: DATI RICHIESTI
Successivo uso dei dati nel piano di contatto

25. un evento organizzato da
#SEND2014
This 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.
PIANO DI CONTATTO: TAPPE DELL’EMAIL EXPERIENCE

26. un evento organizzato da
#SEND2014
GRAZIE
Marco Pozzi – Senior Advisor - marco.pozzi@contactlab.com
Arianna Galante - Director of Agency Dept. - arianna.galante@contactlab.com @digitalzia