SCM SOLUTIONS 11 / 2016 01 | ROUND TWO FOR EXPERIENCE DAY 02 | STATUS QUO OF OMNICHANNEL RETAIL – NEW STUDY PUBLISHED 03 | OMNICHANNEL WEBINAR WITH IBUSINESS ON DECEMBER 1ST 04 | MARC O‘POLO RECEIVES NEO AWARD 05 | THREE PHASES OF CHRISTMAS BUSINESS 06 | WHICH DEVICE DOMINATES ONLINE TRAFFIC? 07 | GERMANY’S BEST ONLINE SHOPS IN 2016 08 | ARVATO-NEWSTICKER CONSUMER PRODUCTS NEWS 5 THREE PHASES OF CHRISTMAS BUSINESS Updates from our Fashion, Beauty and FMCG division Contents 2 STATUS QUO OF OMNICHANNEL-RETAIL
9
Embed
SCM SOLUTIONS - Arvato · SCM Solutions, kicked off the day ... presented an overview of current innovation drivers. Professor Gerrit Heinemann, ... Essential obstacles are the legacy
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
SCM
SO
LUTI
ON
S
11 /
2016
01 | ROUND TWO FOR EXPERIENCE DAY 02 | STATUS QUO OF OMNICHANNEL
RETAIL – NEW STUDY PUBLISHED
03 | OMNICHANNEL WEBINAR WITH IBUSINESS ON DECEMBER 1ST
04 | MARC O‘POLO RECEIVES NEO AWARD
05 | THREE PHASES OF CHRISTMAS BUSINESS
06 | WHICH DEVICE DOMINATES ONLINE TRAFFIC?
07 | GERMANY’S BEST ONLINE SHOPS IN 2016
08 | ARVATO-NEWSTICKER
CONSUMER PRODUCTS NEWS
5THREE PHASES OF CHRISTMAS BUSINESS
Updates from our Fashion, Beauty and FMCG division
Contents2
STATUS QUO OFOMNICHANNEL-RETAIL
EDITORIAL
The Arvato eXperience Day 2016 was
undoubtedly one of the highlights this
autumn. Over 100 guests from leading cor-
porations of fashion, cosmetic and FMCG
sectors met at the Berlin Bertelsmann loca-
tion in September to discuss current trends
in retail. Among others, the presentation by
12 year old Henry Patterson, Great Britain’s
youngest entrepreneur, will surely remain
in the participants’ memories.
One of the central themes of eXperi-
ence Day 2016 was Omnichannel. Coope-
ratively with WHU – Otto Beisheim School
of Management and Salesforce Commerce
Cloud (formerly Demandware), we publis-
hed a study about „Is Omni everything?“
The study results indicated that a lot of
retailers have some catching up to do when
it comes to IT. Further information can be
found in our top issues.
Moreover, our Consumer Products
News has a study available about the
development of daytime traffic in Germany,
France and Great Britain, and which types
of tools dominate during certain periods.
This is especially interesting in view of the
pending Christmas business. Ensuring this
becomes a success story for you, we have
prepared an overview of the Christmas
business phases. This way, you can gear
up for the most important shopping time
of the year.
Before you commence browsing
through our article, I would like to take this
opportunity to congratulate our clients
Brax, Douglas, Gerry Weber and Fressnapf,
who have been awarded “Germany’s Best
Online Shops 2016!“
These and many others facets can be
found in the current issue. We wish you a
lot of fun while reading this.
All the best!
Niels Weithe
Managing Director Consumer Products –
Arvato SCM Solutions
3
Round two for eXperience Day
Again this year, Arvato eXperience Day
managed to entice more than 100 respected
representatives of leading corporations from
the fashion, cosmetic and FMCG industries
to Bertelsmann’s stunning location in Berlin.
True to the motto „Be inspired, boost your
business,“ participants discussed current
trends in e-commerce with industry experts.
Speakers from Douglas, LVMH, Triumph and
Zalando and others provided insights into
strategies, plans and innovations.
Arvato eXperience Day aimed to provide
a platform for exchanging current industry
issues between the participating corpora-
tions. Frank Schirrmeister, CEO of Arvato
SCM Solutions, kicked off the day by present-
ing future innovations in e-commerce and
logistics business based in Guetersloh. The
next, very special speaker was Henry Patter-
son, a 12 year old Brit, who founded his own
children’s brand, „Not before Tea,“ two years
ago, and boasts a fast-growing online mail-order business [http://
www.notbeforetea.co.uk/]. After a report from Britain’s youngest
entrepreneur, Dr. Joerg Wallner, of the Leipzig Think Tank 2b AHEAD,
presented an overview of current innovation drivers. Professor Gerrit
Heinemann, Director of eWeb Research Center of Niederrhein Uni-
versity of Applied Sciences, concluded the morning programme by
interpreting his vision of the future of retail. Marc Sondermann, Chief
Editor of the Italian publication „Fashion Magazine“, was the moder-
ator.
Guests could choose between two modules during the second
phase of the event. Panel e-commerce consisting of LVMH, Triumph,
as well as Professor Tu-Lam Pham of the International School of Man-
agement in Munich, informed participants about the issues of brand-
ing and innovation in marketing. Therein, they addressed how shops
could increase their conversion rates. Simultaneously, the logistics
area focused on all encompassing issues from Omnichannel logistics
and RFID with experts from Zalando, Tailorit and Douglas. eXperience
Day was rounded off with dinner wherein participants had the oppor-
tunity to exchange outcomes of the conference. eXperience Day will
be continued in 2017 due to its huge success. You can find all infor-
mation about former events here. http://bit.ly/2g6zF4Q
Christmas business is the highlight of every year for e-commerce. Indeed competition is fierce and there are various sales to woo the customers. The essential thing is to be prepared! Our tips can provide a reason to look forward to the mad dash into shops. We can divide the Christmas business into three general phases. The „high volume phases“ beginning mid-October – ideally retailers have already determined how they will be positioned for their Christmas business.
Three Phases of Christmas Business
1THE PREPARATION
As per a current survey by Forsa, 83 % of Germans purchase their Christmas presents
after the beginning of November. „Of course, this is based on customers already
knowing which presents they wish to buy,“ explained Peter Buse, COO of Consumer
Products at Arvato SCM Solutions. „They are searching in advance for inspiration
and good deals.“ Hence, you should begin targeting your sales and marketing pro-
motions for Christmas business already in mid-October. This includes, for instance
special discounts, current gift trends and extending timeframes for exchanges.
2THE MAD DASH
Beginning of November, customers start to actively compare prices and search
for discounts. Take care that your web shop technology is functioning optimally
and the most important search engines should be optimised. Your Christmas pro-
motions should be prominently advertised at the latest by November. Therein,
it is key to remain flexible in order to adapt your sales to customers’ demands:
„Buyers’ purchasing habits are erratic until Christmas“, according to Peter. „Me-
anwhile, special promotions, such as ‚Black Friday‘ or ‚Cyber Monday‘ have
gained a foothold in Europe as well. These include the latecomers, who place
their purchases at the last minute before the holiday, year after year.“
3THE FINALE
Essentially, it is key that the customer receives merchandise by Christmas Eve,
regardless of how great the deal was. Optimise your logistics well in advance so
that you can offer the greatest possible window for ordering. Your customers are
expecting to order and receive the delivery just before Christmas which means
you are also dependent on service providers: „Carrier Management informs us
in due time before Christmas when a parcel needs to be dispatched in order to
reach its recipient by Christmas Eve,” states Peter. Nothing stands in the way of
successful Christmas business and happy customers ordering again next year,
when your logistics processes are synchronised.
7
Which Device Dominates Online-Traffic?
PPCs, Notebooks, Smartphones, Tablets
– customers use a wide range of various
devices. Which device dominates the online
shop traffic during certain time periods? Our
Arvato eCommerce Competence Center has
researched this in Germany, France and Great Britain.
The results support shop operators in planning their
marketing measures more precisely.
Basically, it is important to distinguish between days
during the week and weekends. During the week, daily life
is driven by work, school and university studies. Before
their day starts, most Germans check their cell phones.
After 7am, they use office PCs or laptops to access online
shops. Desktop devices dominate during this time. Just
the opposite is the case around 7pm as mobile devices
begin to dominate again. Viewed over the entire day, PCs
and Smartphones have similar traffic: Both devices lead
over twelve hour periods. The same situation applies in
Great Britain, except that the change from PCs to Smart-
phone occurs already at 5pm. Contrarily, PC use in France
is much more pronounced: During a normal week day,
PCs dominate for more than 15 hours. The French, on the other hand, increasingly
purchase online with their Smartphone first after 10pm.
Naturally, these circumstances partially shift on the weekends. Since more
time is spent for leisure activities and users are less stationary, more of them shop
on their Smartphones. In Germany, Smartphones dominate for 11 hours, namely
before 11am, and after 5pm reducing timeframe for PC use accordingly. Likewise
in France, Smartphones are more often in use during weekends; PCs lead by 14
hours. On the contrary, Brits love their Smartphones, as they are primarily respon-
sible for the online shop traffic on the island during the weekend.
Online shops can reach their customers even more effectively with this infor-
mation. A case in point was verified by the study, namely the push message to
mobile end devices. They are much more effective in Germany than previously
after 7pm. Beforehand customers are still at work and primarily use their compu-
ters. Shops can, nevertheless, reach their customers already after 5pm with push
messages in Great Britain. Online shops without a „responsive design,“ should
quickly catch up and transition to this web design. Obviously, the days wherein
PCs dominated internet traffic are over. For detailed results of the study, click here