E-Business Managers Platform bijeenkomst 30 mei 2013. Case: Marks & Spencer Cross-Channel uitdagingen voor Cross-Border retailers.

1. E-Business Managers Platform | Mei 20131
Welkom
Case
Gijsbert van der Sleen
Facilitator; Partner, GROUP7
Michel Koch
Head of International Multichannel
Trading
Paulien Fain
International Marketing Manager Multi
Channel
Cross-­‐Border
challenges
for
mul3na3onal
retailers
-­‐
Marks
&
Spencer

2. E-Business Managers Platform | Mei 20132
Over
het
E-­‐Business
Managers
Pla9orm
Het
E-­‐Business
Managers
Pla>orm
is
een
netwerkorganisa3e
voor
directeuren
en
managers
met
een
eindverantwoordelijke
func3e
in
E-­‐Business,
E-­‐Commerce,
Digital
Marke3ng
of
Online
bij
grote
en
middelgrote
organisa3es
(meer
dan
250
mln
euro
omzet
of
meer
dan
500
medewerkers).
» Meer
informa;e:
hOp://www.ebusinessmanagerspla>orm.nl
» Lid
worden:
hOp://www.linkedin.com/groups?home=&gid=46536

3. E-Business Managers Platform | Mei 20133
Thema
van
de
dag:
Cross-­‐border
retail

4. E-Business Managers Platform | Mei 20134
Uitdagingen
voor
Cross-­‐Channel
retailers
op
alle
onderdelen
van
de
18
bouwstenen
van
Cross-­‐Channel
…

5. E-Business Managers Platform | Mei 20135
» SEO,
paid
search,
local
keyword
&
url
strategy
» Choosing
right
affiliates
by
country
» Tailoring
product
content
to
local
shopping
habits
(yes,
cliches
are
true)
» Tailoring
Images
&
usability
» Op3mizing
checkouts
according
to
shopping
preferences

6. E-Business Managers Platform | Mei 20136
» Merchandising
tac3cs
by
country:
calendaring,
adjust
assortment
&
pricing.
» Currency
conversion
» Payment
preferences
impact
payment
forms
» Legal
issues
» Distribu3on
» Return
handling
» Mul3ple
support
languages?

7. E-Business Managers Platform | Mei 20137
§
Cross-­‐border
requires:
» new
ways
of
management
&
governance
» Adjus3ng
processes
» Hiring
new
people
&
skills
» Create
new
&
relevant
KPI’s
and
dashboards
» Capture
&
make
use
of
more
data
» Impacts
scalability
&
adaptability
of
the
pla>orm

8. E-Business Managers Platform | Mei 20138
Case:
Marks
&
Spencer

9. E-Business Managers Platform | Mei 20139 9
M&S: from traditional British retailer to International
Multichannel leader
Michel Koch
Head of International Multichannel Trading

10. E-Business Managers Platform | Mei 201310
Going online in international markets is a big opportunity for
us
» Globalisation is allowing increased competition and reducing barriers
to entry
» Channel shift is global
» A big potential opportunity
» Capital light and low risk
» Opportunity to leverage and broaden the reach of a strong brand
10

11. E-Business Managers Platform | Mei 201311
We reviewed the online markets in our “quadrant” and
this has driven our online focus

12. E-Business Managers Platform | Mei 201312
Uses
technology on the go
40% access the
internet via a
smart phone
Affluent female
Typically aged 35 - 49
The Dutch customer is more than ready for new retail
20% access the
internet via a
tablet
Increasingly
shopping online
Dutch online sales are
up 20% compared to
three years ago
• 90% of the population in
the Netherlands are online
• Spend an average of
32.8 hours online every
month

13. E-Business Managers Platform | Mei 201313
» More dialogue and
inspiration
» More choice and
better availability
» Easier and more
convenient
» Even better service
through store
colleagues
We’re reinventing shopping to meet 2013 customer needs

14. E-Business Managers Platform | Mei 201314
In the UK we’ve been driving innovation over the last 18
months
» Christmas twitter campaign & Pass the Parcel app
» 1,500 iPads in over 300 stores
» Updated mobile optimised site and new iPhone app
» Beauty – in-store and online virtual makeover
» Home - iPad app; integrated digital and physical home store design; Interior
Inspirer
» Style Online
14

15. E-Business Managers Platform | Mei 201315 15
The Launch of the “Clicks & Bricks” model in the
Netherlands
Paulien Fain
International Multichannel Marketing Manager - Netherlands

16. E-Business Managers Platform | Mei 201316
Kalverstraat represents the next evolution
16
http://brightcove.vo.llnwd.net/d21/unsecured/media/4137379001/4137379001_2307610715001_991-MS-AMSTERDAM-STORE-
LAUNCH-V7-HD-EMBED.mp4?pubId=4137379001&videoId=2306291154001

17. E-Business Managers Platform | Mei 201317
A 21st century fashion boutique
» Virtual Rail – offers inspiration and
choice
» Order Points
17

18. E-Business Managers Platform | Mei 201318
With staff playing a critical role
» Dedicated
style
advisors
equipped
with
iPads
» Training
to
colleagues
18

19. E-Business Managers Platform | Mei 201319
All supported by our dedicated Dutch web and mobile
sites
19

20. E-Business Managers Platform | Mei 201320
All supported by our dedicated Dutch web and mobile
sites
20
Available to everyone in the Netherlands 24/7

21. E-Business Managers Platform | Mei 201321
Ini;al
assump;ons
–
Blue
print
material
21

22. E-Business Managers Platform | Mei 201322
Ini;al
assump;ons
–
Blue
print
material
22

23. E-Business Managers Platform | Mei 201323
Ini;al
assump;ons
–
Blue
print
material
23

24. E-Business Managers Platform | Mei 201324
www.marksandspencer.nl
today...
24

25. E-Business Managers Platform | Mei 201325 25
M&S business case discussion
eBusiness Managers Platform

26. E-Business Managers Platform | Mei 201326 26
Thank you very much!
Hartelijk
dank!

27. E-Business Managers Platform | Mei 201327
Borrel
&
eten
…