The Consumer is Connected

WELCOME
International Sales Kick Off Meeting
19th to 21st November 2013
Massimo Baratto
CEO

Massimo Baratto, CEO – 19th November 2013

Connected consumer
The consumer is connected and
likes to make experiences
with brands
through all available digital ways and
shopping channels
 the consumer likes to
experience the brand, not
a channel with a brand!
 Mental development that becomes
culture!


Connected consumer

Consumer and businesses no
longer see traditional borders
and economic boundaries
as a barrier!


For Salewa - Consumer journey
• Understand the Salewa consumer journey
and all the touch points of engagement is
critical!
• Be present and develop the presence in all
the shopping channels, off- and online.


For Salewa - Global view

Take a global view of our
distribution network and
understand how borderless retail
will impact on our business model.


Future of retail: Offer frivolity!

In future, offline shopping becomes more entertainment as
acquisition.

Retailers should build desires to the consumers, more as
fulfil them.
The consumer‘s buying attitude „by necessity“ is falling
down!

Emotions, exploration and frivolity grow!

For Salewa - Feed the extraordinary
We have to offer
ideas and concepts
of entertainment and frivolity to the
different brand touchpoints.
This means extraordinary/unexpected
visualisation, product explanation,
sampling…


The shop like a playroom
Offline retailers must use their
advantage:: all 4 senses!
The computer screens can
satisfy the eye only!
The store should become more
a showroom/playroom!


For Salewa - Capsule activity
•

We have to:
Offer less SKUs
Work deeper by activities and concepts
Cover the 4 senses

•

Deliver „capsule“ of activity for all the touch
points off- and online (history, USP, solution,
visualisation, marketing and the right products to
fulfil that!)


The offline shops make more money!
Offline shops may be losing ground to online shopping, but
they remain more profitable
Last year online sales of shop-based
retailers grew by +30%

Online only retailers grew +20%
Pure play online retailers are losing market share
„Selling the world around the products“


For Salewa - Proactive partnership
Following these points, we should offer
proactive partnership.

For the offline player to open and develop an
e-commerce site and
for the e-business partner to open a Salewa
on- and offline store.


Future winners! = Omni-channel
The omni-channel consumer wants to
use all the channels simultaneously!
To reach the consumer
loyalty, excitement and convenience
come with physical shops.
App development becomes important
like the property development


For Salewa – Software and organisation

We have to invest in software and
organisation to fulfil this consumer
request.
 Digitalisation of the Salewa brand
immediately!


Future winners
It‘s crucial…


to have and invest in attractive stores
(„Theatre of dreams“, K. Roberts)



to have super able shop assistants and sales people
( future entertainer!)
Change the incentive from sales to customer satisfaction.
Shop as theatre of dreams and entertainment

Massimo Baratto. CEO – 19th November
2013

For Salewa – Organisation development
Trade marketing + retail + visual + sales should
do the next steps regarding that and see
themselves as only one organisation connected
to the consumer.

Division by activities, work on the technology,
visualisation, new ideas for clinics of the sales
staff…


Profit by household!

Safeway – American Supermarket
Profit by household, not by square
metre
Individualised pricing: „just for you“
loyalty scheme
Targeting individual shopper rather than
single channels


Future shops emptier, but more emotional

The shops promise experience

and the sales will follow if we invest in
concept, sales staff and technology!


Kochhaus in Kreuzberg, München
Kochhaus is the first
grocery focusing on the
cook-it-yourself scheme
that is sorted not by
product groups, but by
recipes.

When buying online, the
products are delivered
in the store or at home
with DHL.


Massimo Baratto, CEO - 19th November 2013

Desigual store in Barcelona (Carrer Casp 33)
Spanish clothing chain Desigual
has created flagship stores in Paris
and Barcelona with only stock
samples: the customer can try on
different looks, then purchase the
clothes online.
Personal shoppers
1200 samples
Every sample in one size

The store is a
location where
you can live the
Desigual
experience by
entering in their
world and meet
their spirit


Nike Ultralounge at Selfridges London

Multi-purpose retail space with HD
TV screens to watch sports events
live. Also visitors have the option of
customising the products.


Twentyone Concept Puma
PUMA have turned their BOXPARK
store into a unique concept store
called TWENTYONE, centered
around their store unit number; 21.
It’s a pretty simple concept; the
store will only stock 21 styles of
footwear at a time, with the stock
being refreshed every 21 days.


Conclusion

The winners take part in the evolution
of the consumer demand!!


Put the consumer at the heart of the Salewa
business and
understand

how

to best follow that consumer

in a rapidly changing, omni-channel and boundary-

less world!


Consumer knowledge


Knowledge about the Salewa
consumer



Following and delighting our
consumer should become our
competitive advantage!


Sell through
We are responsible for the sell through.
The sell through is coming from emotions (offline)
and
product price and more brands (online).
We should learn how to emotionalise the consumers
and the clients.


Entertainment

Sales representatives, Sales and Marketing
Manager, CEO, …

 Brand representatives

 Entertainers!


Nothing is settled, everything is evolving!


www.facebook.com/SalewaTeam


The Consumer is Connected

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