BCG-时尚行业全渠道管理洞察Omni-channel in fashion-201812.pptx

1、0 Copyright 2018 by Boston Consulting Group.All rights reserved.Global trends and best practices Introduction to omni-channel Copyright 2018 by Boston Consulting Group.All rights reserved.1 Seamless customer experience Right omni-channel tools and enablers Two key requirements to succeed across chan

2、nels 2 Copyright 2018 by Boston Consulting Group.All rights reserved.Omni-channel retailing requires a seamless experience between channels across the entire consumer journey Inspiration Discovery Evaluation Purchase/Delivery Advocate Re-engage Consumer journey Interaction Physical in-store Physical

3、 out-of-store Digital in-store Store device Own device On-the-go Digital out-of-store At home Customers increasingly switch between channels and tools,so integration between them is essential to capturing the full consumer potential 3 Copyright 2018 by Boston Consulting Group.All rights reserved.Dis

4、covery Research Purchase Payment Delivery After sales Source:BCG X Tencent Luxury Study,2018 The luxury purchase consumer journey is highly fragmented:Chinese customer journey 4 Copyright 2018 by Boston Consulting Group.All rights reserved.Global luxury retail last purchase,2018 50%of luxury retail

5、purchases are through omni-channel,with a similar number across US retail Online-solo Store-solo ROPO Showrooming Total 39%40%10%11%100%1.Researched Online,Purchased Offline 2.Researched Offline,Purchased Online Note:referred to last purchase|Source:BCG-Altagamma True-Luxury Global Consumer Insight

6、Survey Dec 2018/Jan 2019(12K+respondents in 10 countries);Forrester Data Digital-Influenced Retail Sales Forecast 2017-2022,2018 Omnichannel 50%1 2 Total US retail 2017 Store-solo Digital-impacted retail sales 2017(F)Online-solo Total retail sales 49%39%13%100%Omnichannel sales 5 Copyright 2018 by B

7、oston Consulting Group.All rights reserved.Substantial differences in omni-channel maturity across and within geographies 28%52%12%8%39%37%11%13%44%33%9%13%39%40%10%11%2018 Online solo Research online,purchase offline Showrooming1 Store solo Omnichannel (50%)Luxury retail channel mix by nationality

8、Last purchase,2018 Global luxury retail channel mix Last purchase,2018 64%38%42%Source:BCG-Altagamma True-Luxury Global Consumer Insight Survey Dec 2018/Jan 2019(12K+respondents in 10 countries)6 Copyright 2018 by Boston Consulting Group.All rights reserved.Brands that want to be successful post COV

9、ID-19 need to pursue cross-channel offerings 1.High frequency shoppers(at least once a week 2/3 per month);2.Medium frequency shoppers(once a month once every 2-3 months);3.Low frequency shoppers(once every 4-6 months or less)|Note:Question text:Do you expect you will do the following once the coron

10、avirus lockdown is lifted,i.e.brick-and-mortar clothing/department stores re-open?Source:BCG COVID-19 Consumer Sentiment Survey,April 1720,2020(N=5,729 across China,Germany,Italy,UK,and US;unweighted)Consumer sentiment:Expected consumer shopping behavior after COVID-19 lockdowns are lifted and store

11、s reopen(%in agree that they expect to use cross-channel offers more post lockdowns)Use cross channel offers more often High frequency1 Medium frequency2 Low frequency3 56%48%32%36%15%11%41%32%17%23%8%3%32%20%14%7 Copyright 2018 by Boston Consulting Group.All rights reserved.Omni-channel tools are i

12、ncreasingly becoming more common among retailers Fashion/Non-fashion retailers are crossing channel boundaries as they offer more tools to attract and excite customers Industry adoption Note:Adoption rate defined as up to date technology in place or started but not finished major upgrade Source:2018

13、 RIS/Gartner Retail Technology Study,RIS News and Gartner;The State Of Retailing Online 2020,NRF study conducted by Forrester;Omnichannel in Europe today:Lessons From Leading Retailers,Coresight Research;Omnichannel Leadership Report 2019-2020,New Store Store requirements Click and collect Shoppers

14、place an order,choose a pick-up location and collect items at a suitable time 55-60%Accurate store inventory data Sales associates managing C&C Return to store Customers can return items purchased online in-store 50-55%Central customer data Stock info online Real-time inventory information on websit

15、e or app 35%Accurate store inventory data Virtual aisle/order in-store In-store catalogue of 3D products that buyers can interact with and purchase,for home delivery 30%Online shop Store associates equipped with iPad Self check-out/digital invoice Customer pays for good in-store with eCommerce profi

16、le;store collects customer data 30%In-store iPads or kiosks Mobile payment Omni-CRM/clienteling Customer data from different channels is linked and available for viewing in-store 20-40%Real-time customer data Click and reserve Customer reserves item online and pick up the item and pay in store 20%Accurate store inventory data Sales associates managing C&R 8 Copyright 2018 by Boston Consulting Group.All rights reserved.Main omni-channel functionalities which will be table-stakes for consumers goi