KEEP UP WITH TODAY’S CONSUMER: THE BELGIAN FASHION RESEARCH INSIGHTS URBAN CITY ° JUNE 1, 2016.. URBAN CITY / JUNE 1, 2016
FROM 10 SHOPPER CASE STUDY: Claudine Knop, Bart Muskala, Peter Grypdonck, CEO DBM CEO True North CEO Vente-Exclusive.com RECORDS BEHAVIOUR CONSUMER TO HUMANS INSIGHTS DATA IMPACT When data strategies Including Data-driven impact meet humanity personalised report at Vente-Exclusive.com
AN IN ITIATIVE FROM. AN INITIATIVE FROM
FROM. FROM RECORDS. RECORDS TO HUMANS.. TO HUMANS.
We organize data in a ‘privacy by design’ solution, We organize data in a ‘privacy by design’ solution, allowing brands to obtain optimal customer insights allowing brands to obtain optimal customer insights and turn this knowl…..edge into living customer stories and turn this knowledge into living customer stories andexperiences ….because our purpose is human first. and experiences because our purpose is human first.
IN THE MOMENT & BE CONNECTED &- BE CONNECTED & BE CONNECTED & CONTROL, RESPECT & CONTROL, RESPECT & CONTROL, RESPECT & INSTANT SOLUTIONS. INSTANT SOLUTIONS.- PERSONAL RELEVANCE. PERSONAL RELEVANCE. PRIVACY. PRIVACY. PRIVACY.
PRIVACY IS A BIG THING. PRIVACY IS A BIG THING. LEGISLATION IS ADAPTING FAST. LEGISLATION IS ADAPTING FAST.
BRINGING CONSUMERS & BRINGING CONSUMERS & BRANDS CLOSER TOGETHER. BRANDS CLOSER TOGETHER.
BRINGING CONSUMERS & BRINGING CONSUMERS & BRANDS CLOSER TOGETHER. BRANDS CLOSER TOGETHER.
FROM REC RDS- FROM REC RDS TO HUM NS TO HUM NS-
STEP BY STEP. STEP BY STEP. GENUINE INTEREST. GENUINE INTEREST. BE RELEVANT. BE RELENVAN NEVER GOSSIP! NEVER GOSSIP!
BRAND CONNECTIONS BRAND CONNECTIONS VIA RELEVANT INTERACTIONS. VIA RELEVANT INTERACTIONS 2 4 CONSUMER CONSUMER INTERACTIONS INSIGHTS CONSUMER CONSUMER TOUCHPOINTS DATA 1 3
TO PERSONALISED TO PERSONALISED CONSUMER INSIGHTS CONSUMER INSIGHTS PREFERS SHOPPING MALL & ONLINE BUYING, HAS A CLASSIC STYLE, BUYS ACCESSORIES FROM VERITAS, BASICS FROM VERO MODA, SHE LOVES COS, SHE IDENTIFIES HERSELF WITH &OTHER STORIES, PREFERS KIDS CLOTHES FROM CKS & JBC, FROM GENERIC FROM GENERIC SHOPS 19 TIMES A YEAR OF DATA INSIGHTS DATA INSIGHTS WHICH 38% ONLINE, SHE LIKES TO BE INSPIRED, ... FEMALE, 25 YEARS OLD, LIVES IN BRUSSELS, SASKIA. SOMETHING@GMAIL.COM, ID 13-291726-2918-22, 28 SHOP VISITS, ITEM A-E08EA, RETURNED A-E87EF, ...
CONSUMER CONSUMER INTERACTIONS INSIGHTS CONSUMER CONSUMER TOUCHPOINTS DATA SUCCESS IN CONSUMER SUCCESS IN CONSUMER UNDERSTANDING REQUIRES UNDERSTANDING REQUIRES ECOSYSTEM THINKING. ECOSYSTEM THINKING.
HIGHLIGHTS. HIGHLIGHTS FROM THE. FROM THE BELGIAN FASHION. BELGIAN FASHION RESEA..RCH. RESEARCH.
We help retail brands We help retail brands We help retail brands understand & act on understand & act on understand & act on ever-changing ever-changing ever-changing consumer behaviour. consumer behaviour . consumer behaviour.
RETAIL IS IN CONSTANT RETAIL IS IN CONSTANT CHANGE & THE MAIN CHANGE & THE MAIN REASON FOR PREDICTIONS REASON FOR PREDICTIONS LIKE THESE. LIKE THESE. 30.000 stores will disappear the coming years.
MANY INITIATIVES MANY INITIATIVES SUPPORT THE SUPPORT THE ATTRACTIVITY & IMPACT ATTRACTIVITY & IMPACT OF RETAIL. OF RETAIL.
THE MOST IMPORTANT THE MOST IMPORTANT SOURCE OF INSPIRATION SOURCE OF INSPIRATION IS YOUR OWN IS YOUR OWN CONSUMER BASE, CONSUMER BASE, BOTH CLIENTS... BOTH CLIENTS...
… AND NON-CLIENTS. … AND NON-CLIENTS.
HOW BETTER SERVE HOW BETTER SERVE HOW TO ATTRACT HOW TO ATTRACT HOW TO DIFFERENTIATE HOW TO DIFFERENTIATE OUR DIFFERENT OUR DIFFERENT THE YOUNGER THE YOUNGER IN A PROMOTIONAL IN A PROMOTIONAL AUDIENCES? AUDIENCES? GENERATION? GENERATION? WORLD? WORLD?
IN BETA
3.600+ CONSUMERS 3.600+ CONSUMERS OVER 40 BRANDS OVER 40 BRANDS 11.000 EVALUATIONS 11.000 EVALUATIONS 500.000+ DATA POINTS 500.000+ DATA POINTS
#0 BECOME A BECOME A SEGMENT SEGMENT LEADER LEADER
BELGIANS ARE MOSTLY CLASSIC TYPES. BELGIANS ARE MOSTLY CLASSIC TYPES. Sobre, contemporary, never too present with sobre 38% accessories classic types Of all Belgian female customers, 38% considers themself mostly to be classic.
BUT THE OTHER END - THE COLORFUL MIX TYPE - RANKS 2ND BUT THE OTHER END - THE COLORFUL MIX TYPE - RANKS 2ND 20% is the counterpart that mixes colors, patterns & trendy items together to a unique style
NOT THE “FAMOUS” BRANDS HAVE HIGHEST ATTRACTION FOR NOT THE “FAMOUS” BRANDS HAVE HIGHEST ATTRACTION FOR SPECIFIC FASHION TYPES, NICHE PLAYERS DO... SPECIFIC FASHION TYPES, NICHE PLAYERS DO... 1 in 2 clients of Terre Bleue consider themselves “classic” types.
#1 ANSWER THE ANSWER THE OUT F IT OUTFIT NEE D NEED
OUTFITS ARE ALREADY BOUGHT AT ONE STORE, OUTFITS ARE ALREADY BOUGHT AT ONE STORE, INDICATING INTEREST FOR “ONE STOP SHOP” SOLUTIONS. INDICATING INTEREST FOR “ONE STOP SHOP” SOLUTIONS. make-up lingerie accessories 1 in 2 clothes already buys full outfits at one and the same retailer. shoes
SOME BRANDS ARE “CREATING” THE MARKET. SOME BRANDS ARE “CREATING” THE MARKET, 1 in 5 ... but 1 in 4 Even 40% of fashion Primark Primark shoppers customers customers bought shoes from a bought shoes from a bought shoes from fashion retailer before fashion retailer before PRIMARK is “creating” the market
OTHERS HAVE AN “UNTAPPED POTENTIAL” WITHIN THEIR CUSTOMER BASE. OTHERS HAVE AN “UNTAPPED POTENTIAL” WITHIN THEIR CUSTOMER BASE. 1 in 5 … but LolaLiza only 4% customers bought shoes from bought shoes from a LOLA LIZA fashion retailer before is “creating” the market has an untapped potential
#2 E PRESENT BE PRESENT (WHERE (WHERE THEY A RE) THEY ARE)
SHOPPING MALLS REMAIN A PREFERED LOCATION SHOPPING MALLS REMAIN A PREFERED LOCATION SHOPPING STREETS & BOUTIQUES AT THE SAME LEVEL. SHOPPING STREETS & BOUTIQUES AT THE SAME LEVEL. 60% prefer malls & 40% retail parcs 10% prefer boutiques for their fashion needs prefer out of town locations MALLS & MAIN OTHER LOCAL BOUTIQUES PERIPHERIC RETAIL SHOPPING SHOPPING SHOPS LOCATIONS / PARCS STREETS STREETS OUT OF TOWN
SOME BRANDS ATTRACT AUDIENCES THAT OVER- OR SOME BRANDS ATTRACT AUDIENCES THAT OVER- OR UNDERPERFORM IN ONE OR MORE LOCATION TYPES. UNDERPERFORM IN ONE OR MORE LOCATION TYPES. ZARA overperforms for main shopping streets with +34% where they = + + - = - prefer to shop = ZARA’s presence in malls & shopping where they - - - streets is a good fit CAN shop with its audience. MALLS & MAIN OTHER LOCAL BOUTIQUES PERIPHERIC RETAIL SHOPPING SHOPPING SHOPS LOCATIONS / PARCS STREETS STREETS OUT OF TOWN
NOT ALL BRANDS ARE PRESENT WHERE THEIR CUSTOMERS ARE, NOT ALL BRANDS ARE PRESENT WHERE THEIR CUSTOMERS ARE. OVERPERFORMANCE OF FOOTFALL SHOWS A POTENTIAL MATCH. OVERPERFORMANCE OF FOOTFALL SHOWS A POTENTIAL MATCH. e5 overperforms for boutiques with +76% where they - - - + + + prefer to shop e5 has a potential = ≠ market for offering its brands at where they - - - - boutiques CAN shop MALLS & MAIN OTHER LOCAL BOUTIQUES PERIPHERIC RETAIL SHOPPING SHOPPING SHOPS LOCATIONS / PARCS STREETS STREETS OUT OF TOWN
#3 CUSTOMER C USTOMER E X PERIENCE, EXPERIENCE? USE IT WELL U S E IT WELL
THE AVERAGE FASHION CLIENT IS CONVERTED THE AVERAGE FASHION CLIENT IS CONVERTED BECAUSE OF THE FOLLOWING CRITERIA: BECAUSE OF THE FOLLOWING CRITERIA: What clients expect most? #1 #2 #3 Offering articles Inspiration Only third that match is key to comes ‘a shopper’s taste convince good shop is crucial shoppers experience’
THE AVERAGE FASHION CLIENT IS CONVERTED THE AVERAGE FASHION CLIENT IS CONVERTED BECAUSE OF THE FOLLOWING CRITERIA: BECAUSE OF THE FOLLOWING CRITERIA: Many other parameters in the top 10 are related to “what you sell”
THE AVERAGE FASHION CLIENT IS CONVERTED THE AVERAGE FASHION CLIENT IS CONVERTED BECAUSE OF THE FOLLOWING CRITERIA: BECAUSE OF THE FOLLOWING CRITERIA: #3 ‘a good shop experience’ should support OFFERING & INSPIRATION
CUSTOMER EXPERIENCE SHOULD SUPPORT CUSTOMER EXPERIENCE SHOULD SUPPORT THE “INSPIRE ME” EXPECTATION. THE “INSPIRE ME” EXPECTATION.
MANY BRANDS COULD CONVERT “GOOD” CUSTOMER EXPERIENCE MANY BRANDS COULD CONVERT “GOOD” CUSTOMER EXPERIENCE SCORES TO LIFT THE INSPIRATION EXPECTATION. SCORES TO LIFT THE INSPIRATION EXPECTATION. COMMUNICATE KEEP OVER DELIVERED Massimo Dutti overdelivers on the EXPECTED LESS EXPECTED MORE “high” expectations of its clients Primark, with a price- driven promise underdelivers but given its clients have UNDER “lower” expectations FOLLOW UP IMPROVE DELIVERED it is not a problem
#4 ALWAYS ALWAYS BE B E INSPIR ING. INSPIRING.
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