La Redoute - Convegno eCommerce 2011

La Redoute « home-shopping » case Antonella Pivaro – Marketing Manager Redcats Italy | 19 April 2011

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WHAT IS REDCATS TODAY ?

Redcatsis

an international leader

for distribution of

fashion & home decoration

on Internet(PPR Group home-shopping division)

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26 million active customers in 32 countries

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1 800 million sales on Internet in 2010

N°1 in Home Shopping in France,Scandinavia and Portugal

N°3 Home Shopping company worldwidein fashion and home furnishing

N°1 mail order company in plus-sizesN° 3 company in apparel catalogue sales in the USA

N°1 web-site in France with laredoute.fr(BtoC, excluding services)

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An international company:57% of sales outside of France in

2010

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1 800 million € sales on Internet in 2010 61% of Redcats home-shopping sales on Internet (vs 4% on 2001) more than 70 e-commerce websites (10 new only on 2010) 54 million unique visitors every month

A web company !

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17 brands in 32 countries

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La Redoute Italy

About us:

start up on January 2008, based on Milan

multichannel “home-shopping”: web + catalogue + call center

no retail shops

2 main collections per year (SS & AW), with new-in during season

a big part in-house designed collection

around 8.000 fashion items on website, more or less 4.000 on main catalogue

mass market fashion collection: clothes, underwear, shoes & accessories for women, men & children; home textile; special big size offer

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About www.laredoute.it: on January 2008 start up e-commerce was 13% total sales

on w15 season to date SS11 it represents 58% on sales

between 800-1.000K unique visitors per month; around 1.500K visits/month

update every 2 weeks with new-in products

catalogues, direct mailings, media campaigns (radio, TV, press,..) all focused to push web

=> Web is our main channel to sell; catalogues became a media, not sales channel

La Redoute Italy

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About our online adv strategy: big part budget on SEM

other budget split between retargeting, affiliation programs, price comparators

CPO/CPA model

La Redoute Italy

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La Redoute Italy

Multichannel approach focused 100% online!

Same image on all media same time: website home page banners (affiliation programme) loyalty and prospection cover catalogues press advertising TV spot social networks (FB brand image) mobile appli

Ex. SPRING SS11 campaign: => cumulated better effect on sales => better conversion even on other LR operations same period => better qualified visits on web (+ 67,7% vs weeks before campaign)

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About customers:

e-commerce 85% women, 15% men other channels 95% women, 5% men

=> Woman is our main customer!

What they buy online (market share): 50% women growing on children around same mkt share between shoes, men, home textile

=> A good part are mothers buying for themselves & family

Payments: only 25% by credit cards

La Redoute Italy

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La Redoute Italy

About LR customer expertise:

do it relaxing at home, all around Italy (web is the best proximity!)

no stress on crowded shopping center

can do shopping every day 24hours!

search for fashion products at good prices

find a complete offer for all family

compare LR offer to retail brands (OVS, Zara, H&M)

easy to order and convenient to receive directly at home

About LR versus customers:

BtoCtoB approach listening the customer, his opinion, needs and voice

social media development: => online Magazine www.modastylemag.it => La Redoute Italia FB fan page: more than 11K Italian fans! => more than 1 million Facebook fans in the group (350K on LR FR fan page) => working on “F-commerce” shopTab => monitoring forum, blogs, price comparators

virtual look style (online on laredoute.fr) 3D augmented reality & online chat room (future vision)

La Redoute Italy

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About M-commerce:

Mobile apps: - Iphone & Ipad on Jan.11 - Android on March 11 - QR code on mailings - only internal promotion (newsletter, sms, mailing, web)

Mobile browser: poor use compared to others LR countries

good IT potential… but business?

La Redoute Italy

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La Redoute – Redcats Italy Via Pergolesi, 26

20124 Milano

Antonella PivaroTel. +39 02 97 38 64 13

Mobile + 39 345 366 50 [email protected]

Skype: antonellaitalie

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MERCI