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Retail Industry Analysis 2013

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This presentation provides a comprehensive overview of the current retail industry. It begins with a look into the four primary types of retailers: department stores, specialty retailers, big box retailers and discount retailers. From there, the deck explores the topic of overall channel expansion, which leads into a discussion on two omni-channel trends for 2013. The presentation wraps up with a discussion on technology companies that are partnering with retailers and a summary of opportunities for retail companies.

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Retail Industry Analysis 2013

  1. 1. retail industry propanestudio.com san francisco newbusiness@propanestudio.com 415.550.8692 private & confidential september 19th 2013 Monday, September 23, 13
  2. 2. agenda • industry overview • types of retailers • channel expansion • omni-channel trends • strategic retail partners • future of retail Monday, September 23, 13
  3. 3. statistics retail industry Online retail has a growth rate of 28% YOY1 Online shoppers projected to spend $1,738/ person by 20163 By 2016 online sales will make up half of total retail sales2 Mobile purchases are at 5% of total online sales4 1-4. Weithas, Rick. Engaging Online Shoppers With Custom In-the-Moment Digital Experiences. Webtrends. N.p., n.d. Web. Monday, September 23, 13
  4. 4. departmentstores retail industry The sector has experienced decline over the past nine years. In 2008 there were 138 independent department stores, by 2009 only 57 remained.5 Out of the remaining department stores the major players include: Nordstrom, Macy’s, Saks Fifth Ave, Neiman Marcus and Marks & Spencer (UK). In order to remain profitable department stores need to extend the personalization and customer service they are known for across their digital channels. 5. Galloway, Scott. "L2 Digital IQ Index: Department Stores." L2 Think Tank. N.p., n.d. Web. Monday, September 23, 13
  5. 5. specialtyretailers retail industry Specialty retailers are small stores that tend to specialize in a specific range of merchandise and related items. These retail stores are able to provide customer with a high level of service and expertise on the products they carry. Specialty retailers have been synonymous with digital often leveraging in store technology to better serve customers.6 There is an opportunity for these retailers to collect customer data and leverage it across all channels to further personalize the customer experience. 6. Galloway, Scott. "L2 Digital IQ Index: Specialty Retail." L2 Think Tank. N.p., n.d. Web. Monday, September 23, 13
  6. 6. bigboxretailers retail industry Big box retailers can be broken into two categories. The first is made up of supercenters and warehouse clubs that offer an extensive amount of merchandise across all categories. The second is category killers, or places like Best Buy, Home Depot and Bed Bath & Beyond who cater to all types of merchandise under one category. The era of big box dominance is coming to an end, in order to remain competitive big box retailers will need to leverage in store technology and shift towards smaller pop up stores in convenient locations.7 7. Dishman, Lydia. "Why Walmart Is Betting Big On Small Stores." Forbes. Forbes Magazine, 06 Mar. 2013. Web. Monday, September 23, 13
  7. 7. discountretailers retail industry Discount retailers sell designer and brand name merchandise at deeply discounted prices. The stores often get deliveries of new items every two weeks meaning there is always new merchandise for customers to discover. They carry items across all categories including apparel, footwear, accessories and items for the home. Discount retailers have experienced strong profits in recent years and are looking to expand by opening eCommerce sites to give customers online access to products that as of now are only available in stores.8 8. Dishman, Lydia. "Why Walmart Is Betting Big On Small Stores." Forbes. Forbes Magazine, 06 Mar. 2013. Web. Monday, September 23, 13
  8. 8. channelexpansion retail industry Every retailer, whether traditional or online only is realizing the importance and value of being able to access customers and drive sales across every channel. Traditional brick & mortar retailers are expanding across digital channels. Many are redesigning their websites, creating custom apps and implementing in store technologies. Additionally, online only retailers are beginning to open brick & mortar stores to give customers a more tangible way to interact with merchandise. Monday, September 23, 13
  9. 9. traditional retailers {expanddigitalpresence} Monday, September 23, 13
  10. 10. timberland in-store • transformed the traditional shopping experience into a dialog between the brand and the customer through in store interactive touch screens • the system is designed to adapt, capture and learn from each store globally providing unique location specific content to individual stores • also invites customers to provide feedback about products 9. “Digital Signage Universe” N.p., n.d. Web. <http://digitalsignageuniverse.typepad.com/digital_signage_universe/2012/02/timberland-launches-new- interactive-retail-concept-using-digital-signage-touchscreens.html>. Monday, September 23, 13
  11. 11. chanel online • remodeled their site to more effectively intertwine product browsing with content and imagery so that visitors become immersed in the brand world • largest change is the way users navigate within each section • the new site features higher resolution imagery, lots of video content and an exploratory feel Monday, September 23, 13
  12. 12. neimanmarcus mobile • NM service app helps entice customers in stores • targets set up around store entrances that make the app live • customers can get updates specific to that store like, info on new arrivals and store events • customers can also see availability and request their preferred associates who know their tastes and preferences10 10. Indvik, Lauren. "In-Store App Smartly Syncs Shoppers and Sales Staff." Mashable. N.p., 06 July 2013. Web. Monday, September 23, 13
  13. 13. onlineonly retailers {openbrick&mortarstores} Monday, September 23, 13
  14. 14. piperlime • opened its first brick and mortar store in SoHo during the fall of 2012 • the store was opened in response to customer feedback who desired a four pronged omni- channel experience • the store focuses on womenswear, shoes and accessories • for products unavailable in stores, shoppers can purchase items via in store touchscreens and receive free overnight shipping11 11. Maheshwari, Sapna. "Gap's Piperlime Whips Web Into Reality With SoHo Store."Bloomberg.com. Bloomberg, 31 Aug. 2012. Web. Monday, September 23, 13
  15. 15. bonobos • opening guide shops (8 so far) which are a cross between in store and online shopping experience • shoppers book 45 minute window private appointments and visit the space to try on the brand’s inventory • trained staff known as guides offer one-on-one assistance, fit advice and styling suggestions • when customers are ready to buy guides place the order online and the products are delivered for free as quickly as next day12 12. St. John, Oliver. "Bonobos Opens Stores That Don't Sell Anything." USA Today. Gannett, 12 Mar. 2013. Web. Monday, September 23, 13
  16. 16. ebay+katespade • new popup shop collaboration between eBay and the Kate Spade Saturday line • shop features a touchscreen built into the glass that allows shoppers to digitally navigate through the 30 products displayed in the window • when a customer wants to buy he/she enters her cell phone number and then receives a text asking to schedule a delivery time • payments are made via PayPal Here and the purchase is dropped off to the customer within the hour13 13. Brooke, Eliza. "EBay Gets Physical with a Street-Side Sales Kiosk for Kate Spade Saturday." TechCrunch RSS. N.p., 14 June 2013. Web. Monday, September 23, 13
  17. 17. omni- channel trends Monday, September 23, 13
  18. 18. twotrends overview The most successful omni-channel retailers will focus on two trends shaping the industry. The first is engaging online and mobile shoppers with custom predictive in-the-moment experiences. The second is using in-store technology and the power of data to remember individual customers, their preferences and shopping habits to further personalize their experiences.14 14. Buterbaugh, Alan. "Designing an Effective Omnichannel In-store Experience: 5 Key Considerations." Retail Customer Experience. Wireless Ronin Technologies, Apr. 2013. Web. Monday, September 23, 13
  19. 19. trend1: {personalizing theonline experience} Monday, September 23, 13
  20. 20. personalizingtheonlineexperience trend 1 Consumers want customer service and a personalized shopping experience to extend across all digital channels. In order to accomplish this retailers need to focus on the following: 1. enable online ordering and pick up in stores 2. establish shopping car continuity so customers can begin shopping on one device and continue on another one 3. tailor product suggestions and recommendations on home pages or in emails 4. create retail applications that add value to the in store shopping experience Monday, September 23, 13
  21. 21. frank&oak personalized recommendations • StyleScape platform uses information provided via a customer questionnaire, style preferences and past purchases • frank & oak also monitors trending styles in each shopper’s home market and the present seasonal climate to improve recommendations • recommended products continually update in real time as customers browse online • the company uses insight gained from its personalization platform to drive the creation and design of new products15 15. Etherington, Darrell. "Frank & Oak Debuts StyleScape, a New Personalization Platform with Pinboard-Style Collections." TechCrunch RSS. N.p., 15 Aug. 2013. Web. Monday, September 23, 13
  22. 22. nastygal cart continuity • online only retailer that offers both new and vintage clothing, shoes and accessories for women • recent site redesign that is now mobile optimized • new site also features shopping cart continuity across platforms • this allows customer to begin shopping on one device and continue that experience on another (meanwhile all products are stored in the cart without having to login) Monday, September 23, 13
  23. 23. gilt personalized sales • Gilt has already adopted tailored emails, now they are adding user specific sales to their site • these completely unique personalized sales are determined by factors like purchase history, geographic location and browsing behavior • the flash sale site hopes that personalized sales will help customers access relevant options quickly so they never miss out on an item they want16 16. Brooke, Eliza. "Gilt Launches Personalized Sales, Because Personalization Is Where It’s at." TechCrunch RSS. N.p., 26 Aug. 2013. Web. Monday, September 23, 13
  24. 24. men’swearhouse personalized emails • Men’s Wearhouse will leverage CQuotient’s technology to tailor emails to individual shoppers • the system will capture data from every customer touch point, mine behavioral signals and use advanced predictive algorithms to deliver relevant and tailored email messaging • customer satisfaction is the company’s highest priority, Men’s Wearhouse believes that personalization goes a long way17 17."Men's Wearhouse Delivers In-store Experience via Email." RetailingToday. N.p., 20 May 2013. Web. Monday, September 23, 13
  25. 25. bloomingdales in-store app • mobile app allows customers to use certain functions depending on whether they are shopping in stores or at home • features - store locator to find in store events and special offers, wedding registry management tool, bar code scanner that lets customers view additional product details and read customer reviews • customers can also manage rewards points and pay via the app18 18. Kats, Rimma. "Bloomingdale's Enhances Consumer Shopping Experience via Mobile App." Mobile Commerce Daily RSS. N.p., 21 May 2012. Web. Monday, September 23, 13
  26. 26. trend2: {personalizing thein-store experience} Monday, September 23, 13
  27. 27. personalizingthein-storeexperience trend 2 Customers want to engage with technology in stores and on the go, and as a result are demanding more tailored experiences. In order to do that retailers should focus on the following: • leverage in store kiosks that allow customers to locate pre-selected products in stores • use interactive touch screens to deliver brand stories and store customer preferences • deploy iPads in stores to give sales associates access to detailed customer information • develop apps that allow customers to add products to fitting rooms and schedule times to try on merchandise Monday, September 23, 13
  28. 28. hointer in-store app • offering a new tech savvy way to try on jeans in Seattle and Palo Alto • all of the denim is merchandised hanging up so shoppers can easily view the details of the denim • shoppers download an app, tap the NFC enabled tag attached to each pair of jeans, select their size, then choose try on • the denim is automatically sent to the customer’s fitting rooms • buying jeans is easy customers tap their phone to an in store pay station and swipe their credit card • the Palo Alto Store has a partnership with Google Shopping allowing customers to receive same day delivery • pricing of all merchandise is set to either match or beat Amazon’s listed prices19 19.Soper, Taylor. "Amazon Vet's Robot-powered Apparel Startup Now Beating Amazon Prices, Partners with Google Shopping." GeekWire. N.p., 16 July 2013. Web. Monday, September 23, 13
  29. 29. burberry in-store ipads/interactive screens • digitizing the in store experience and placing mobile at the center of their customer 360 model • associates are armed with iPads that contain info on customer purchase history and preferences • the data is so powerful that employees at any store can identify a previous customer the moment they walk in • instead of greeting them by name they can engage with customers via specifics of their shopping history “how did your wife like the trench coat you bought her?” • the London flagship store contains over 500 speakers and 100 mirrors/screens to engage customers • every product is equipped with an RFID tag that enables customer to hold up merchandise to the interactive screens and watch videos on the product, see how its made or view coordinating items20 20. Gaudoin, Tina. "Burberry Opens an Innovative London Flagship." Architectural Digest. N.p., Dec. 2012. Web. Monday, September 23, 13
  30. 30. nordstrom in-Store integrated touchpoints • discussion around placing iPads in dressing rooms to elevate the customer experience • iPads would enable customers to easily look up information to see if products are available in another size, color department or store • iPads would also sync with customer’s selections from home to have products waiting at the dressing room upon arrival • they would also sync with customer’s previously purchased products to suggest other complementary items21 21. Shea, Erin. "Nordstrom Contemplates Dressing Room IPads to Elevate Customer Experience." Luxury Daily RSS. N.p., 28 Aug. 2013. Web. Monday, September 23, 13
  31. 31. strategic retail partners Monday, September 23, 13
  32. 32. technologypartnerships In order for retailers to activate these omni-channel trends in stores and across their digital channels many are seeking the help of 3rd party technology partners. These partners have experience working with a variety of retail clients and understand how to leverage data and technology to achieve greater customer personalization. Monday, September 23, 13
  33. 33. simply42 • their system relies on collecting data from retailer’s POS system and shoppers emails at checkout • retailers can see purchase patterns, identify customers and understand them individually. (ie. who shops sales, who visits the store most often) • they also have access to a social page that provides sentiment analysis from twitter and instagram to quantify how customers feel about individual brands22 22. Perez, Sarah. "42 Is The Answer To Everything…In Personalized Analytics For Retail."TechCrunch RSS. N.p., 29 Apr. 2013. Web. Monday, September 23, 13
  34. 34. bloomreach • BloomReach uses data to personalize the shopping experience for customers • the platform provides smart product recommendations, has a predictive search function, a trending section and cross device personalization • all benefits are available to shoppers without having to log in and they extend across all platforms web, tablet and mobile23 23."Give Them a Mobile Experience That Delights." Bloomreach. N.p., n.d. Web. <http://bloomreach.com/mobile/>. Monday, September 23, 13
  35. 35. demandware • provides retailers with a set of solutions to power omni-channel experiences • central customer record management to measure performance of cross channel shoppers • tailored content that is optimized for specific channels • responsive web design that allows retailers to deploy content on any device • improved inventory visibility that gives customers the flexibility to buy products through any channel and pick them up anywhere24 24."Digital Commerce for the Changing Face of Retail." Demandware. N.p., n.d. Web. <http://www.demandware.com/product/the-big-picture>. Monday, September 23, 13
  36. 36. future of retail Monday, September 23, 13
  37. 37. summary The retail industry is not dependent on one channel alone. Every type of retailer, whether traditional or online is realizing that in order to be the most successful they need to have some presence in every channel. By doing so they are ensuring customers have access to the best shopping experience that fits their needs. In addition to cross channel operation, retailers will need to focus incorporating technology into the in-store and online experiences to further personalize the shopping process. Monday, September 23, 13
  38. 38. opportunitiesforretailers • apps that push relevant updates to customers when they walk through the doors of a retailer (coupons/sales & suggested products) • apps that allow customers to shop and schedule times to try items on in stores • easy mobile payments and scheduling of deliveries via retailer apps • interactive touch points (smart tvs, iPads) that allow customers to locate merchandise in stores or order out of stock items online • a platform that tailors the shopping experiences to each customer (remembering purchases, saving items in their shopping carts, sending customized emails with smart recommendations) • in store platform for associates access to customer shopping history, preferences & feedback Monday, September 23, 13
  39. 39. propane studio | 1160 battery street, suite 350 san francisco, ca 94111 | 415.550.8692 | www.propanestudio.com propanestudioisafull-service digitalagencyfocusedon developingexperiencesand solutionsthatfuelthewaypeople connectwithbrandsandeachother. Monday, September 23, 13