Fashion Customer Experience Innovation
Credentials & Cases
Copyright © 2016 Accenture All rights reserved.
1
360° Services portfolio
Digital Strategy & Roadmap
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•
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Digital roadmapping
Technology scenarios
Digital value analysis
Customer Experience / Service Design
• Design Thinking boutique
• Customer experience innovation
• Disruptive ideas generation
Digital Agency Services
Digital Transformation
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•
•
•
•
•
•
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Industry specific know-how
Transformation orchestration
Digital RTM
Omni-channel / CRM
Digital customer engagement
Digital Analytics & IoT
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•
•
Digital Architecture
•
Design and develop digital
architectures and digital assets/
platforms
•
Standardize and scale digital
solutions (e.g. content production,
campaign management, analytics)
Global LCC delivery centers (e.g.
Bangalore India)
Copyright © 2017 Accenture All rights reserved.
Advanced analytics and visualization
Data scientists
Connected devices
Innovation / Disruption
•
•
Digital Operations (BPO)
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Content
Communication
Commerce
Marketing
ACIN and Innovation Lab
Liquid Studio (Fast prototyping)
Technology Solutions Design & Build
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Technology solutions design,
development and maintenance
Key digital vendors management
2
Federation of Accenture units as “1 Partner”
Digital Strategy & Roadmap
•
•
•
Digital roadmapping
Technology scenarios
Digital value analysis
Customer Experience / Service Design
• Design Thinking boutique
• Customer experience innovation
• Disruptive ideas generation
Digital Agency Services
Digital Transformation
•
•
•
•
•
•
•
•
Industry specific know-how
Transformation orchestration
Digital RTM
Omni-channel / CRM
Digital customer engagement
Digital Analytics & IoT
•
•
•
Digital Architecture
•
Design and develop digital
architectures and digital assets/
platforms
•
Standardize and scale digital
solutions (e.g. content production,
campaign management, analytics)
Global LCC delivery centers (e.g.
Bangalore India)
Copyright © 2017 Accenture All rights reserved.
Advanced analytics and visualization
Data scientists
Connected devices
Innovation / Disruption
•
•
Digital Operations (BPO)
•
Content
Communication
Commerce
Marketing
ACIN and Innovation Lab
Liquid Studio (Fast prototyping)
Technology Solutions Design & Build
•
•
Technology solutions design,
development and maintenance
Key digital vendors management
3
Acquisitions to be leveraged
Copyright © 2017 Accenture All rights reserved.
4
ACIN at the Center of Innovation / Digital Methodologies
Brainstorming
Workshops
Innovation
Workshops
Liquid Studio
Workshops
Co-creation
Hack-a-thon
University
events
Open
design thinking
Copyright © 2017 Accenture All rights reserved.
Academy
GURU Talks
Startup
pitch battles
Consumer Labs
Innovation Club
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Some relevant Fashion References (1 of 3)
Accenture Point of View
Omnichannel Capabilities
Consumer Big Data
Campaign
Orchestration
Digital Content Factory
Customer
Hypercare
Experience Driven
Commerce
In-Store
Technologies
Copyright © 2017 Accenture All rights reserved.
Expected Benefits
Impact on Value Chain
Possible Actions
> Control Customer Data
> Integrate heterogeneous data
> Enrich Customer Database
> Personalized experience
> Advertisement efficiency
> Optimize Click-through-rate
> Enrich Customer Database
> Internalize relevant activities
> Omnichannel management
> Taxonomies to segment
> Tagging structure
> Custom target audience
> Unique customer view
> Consistent customer
communication
> Increase campaign ROI
> Decrease churn
> Increase basket value
> Optimize content production
> Improve vendor management
> Simplify agency interactions
> Centralized Customer DB
> Centralized campaign mgmt.
> Separate asset creativity and
production.
> Unify Digital asset production
in one single supplier
> Relevant experience
> Unique ceremony across
channels
> Cost saving and Faster TTM
> Asset Reusability
> Compliance with security and
quality standards
> Enhance brand perception
> Effective after sales care
> Increase loyalty
> Effective asset storage
> Savings enable more
marketing initiatives.
> Asses current production
processes
> Pilot new approach
> Virtuous cycle between
digital and physical
> Control client relationship
> Activate a «Boutique
Customer Care»
> Additional contact process
> Consistent Content
> Storytelling and
merchandising
> Increase brand perception
> Omnichannel integration
> Increase conversion and sales
> Decouple front-end and
back-end processes
> Leverage shared services
> Personalization leveraging on
CRM and Big Data
> Inventory optimization
> Decrease operational sales
cost
> Proximity Marketing
> Guided selling
> Pay & Collect
> Nurture experience in store
> Engage your customer
> Personalized services
Legend:
> Increase Impulse buying
> Enhance brand awareness
> Enlarge product visibility
Digitally boost the growth
Digitally Driven Efficiency
6
Click here to see the full project list
Some relevant Fashion References (2 of 3)
Possible Actions
> Customer profiling
> Tailored experience
> Cross and Up Selling
> Increase interaction in store
> Facilitate payment process
> Continuous engagement
> Live stock information
> Sales monitoring
> Customer behavior tracking
> Empower sales assistant
> Sales ceremony enhancement
> Custom guided experience
Omnichannel Global
@Scale
> Global reach
> Multi brand, multi country,
multi language
> Reduce the complexity of
localization
> Grant scalability
> Multibrand, multicountry,
Multilanguage and
multicurrency platform
Store Management
> Dedicated eCommerce skills
> Develop internal know-how
> Coordinate providers
> Define commercial and
editorial plans
> Define relevant process
> Launch new collections
> Project management
Consumer Centric
Omnichannel
> Consistent brand proposition
> Seamless and personalized
customer experience
> Reduce Localization cost and
time to market
> Increase ROI
> Gain control over digital
channel
> Increase direct and indirect
online sales
> Relevant search results and
recommendation
> Increase customize orders
> Centralized CRM
> Checkout optimization
> Omnichannel experience
B2B eCommerce
> Rethink customer interaction
> B2B consumerization
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Clienteling
Omnichannel Capabilities
Impact on Value Chain
Expected Benefits
Accenture Point of View
> Map different channel as
eRetailer Syndication
Fashion
growth opportunities
Market Place > Balanced brand presence
Copyright © 2017 Accenture All rights reserved.
Legend:
>
>
>
>
>
>
Simplify user experience
Increase personalization
Full client support
Increase indirect sales
Reduce risk of brand inflation
Raise control of the market
Digitally boost the growth
Digitally Driven Efficiency
Tailored loyalty programs
Central DAM
Stock sharing
Cost Saving on customer
service
> Central DAM for content
management
> Dedicated digital commercial
process
> Monitor price and positioning
> Centralized CRM Self-service
features improvement
> Commercial agreement
among parties
> Extend big data information
7
Click here to see the full project list
Some relevant Fashion References (3 of 3)
Digital Enterprise Capabilities
Accenture Point of View
Expected Benefits
Possible Actions
Impact on Value Chain
> Enhanced sales sessions
> Enriched user experience
> Interactive contents
> From paper to digital catalog
> Ready-to-use information
> Define product information
provisioning process
> Onboard stakeholders
> Power of statistic forecast
> Adjusted inventory level
> Reduce inventory in excess
> Optimize margin, revenue,
liquidity
> Leverage on promotions
> Implement mentioned
approach just for Diesel
> Sales forecast
> Marketing funnel
> Optimize product launches
> Sales campaign alignment
> Product range rationalization
> In-season support
> Recommended actions bases
on pricing models
> Optimize Working Capital
> Reduce COGS
> Reduce Supply Chain risks
> Quota management and
allocation
> In-season management
> Mitigate stock out issues
> Time to market optimization
> Optimize Service Level
> Increase In-Season Sales
and Reorders
> Intelligent forecast driven
Stock Quota management
> Responsive Control Tower
Merchandise Planning
& Assortments
> Financial and merchandise
planning integration
> Country channel mix
> Increase margins
> Effective working capital
allocation
> Maximize FullPrice Sellout
> Reduce Stockouts
> Reduce End-of-Season Item
> Channel Margin calculation
> Monitor price for Digital
channel
Shared Services
Digitalization
> Centralized automation
approach for In Procure to
Pay End to End process
> Reduce invoice payment
cycle time
> Maximize quality control
> 40% to 60% of automation
of invoice registration
> decrease of unmatched
invoice
> Document Automatic
Management
> Digitalization of Purchasing
Invoice
Salesforce
Enhancement
> B2B customer interaction
> Touch-to-interact
In-season Reacting
Planning
Demand Planning and
Stop&Go
Supply Chain
Optimization
Copyright © 2017 Accenture All rights reserved.
Legend:
Digitally boost the growth
Digitally Driven Efficiency
> Check Make To Order vs
MakeToStock
> Segmented Supply Chain
8
Click here to see the full project list
Five Accenture case studies on innovating the Customer
Experience of Fashion Brands
> Zegna created and experience driven
commerce. Increasing brand
perception
> Through the Omnichannel integration
and reaching Increase of conversion
and sales
Enhance customer experience by
offering relevant omnichannel
experience and catching up with
competitors and eRetaillers on
commercial support services
Need to
innovate
the Luxury
Experience?
New CRM omni-channel vision
Innovating the VIP
sales assistance / CRM
Evolving the digital marketing
platforms and capabilities
Become the first online fashion retailer
in 2020 fully exploit their online
potential with a global and unique
Customer Experience
Copyright © 2017 Accenture All rights reserved.
An holistic connection between store and
Digital ecosystem, leveraging
entertainment & shopping capabilities to
provide the customer a unique in-store
experience, consistent with the brand
value
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CHANEL
Copyright © 2016 Accenture All rights reserved.
10
Strategy | Digital | Technology | Operations | Industries
Chanel digital transformation
ONEchanel.com
Copyright © 2016 Accenture All rights reserved.
Copyright © 2016 Accenture All rights reserved.
confidential – internal use11only
Current state of eCommerce at Chanel
eCommerce scope is very limited so far
• eCommerce only developed for Fragrance & Beauty in less than 10 countries
• Low online penetration compared to other players
• Limited Webrooming / e-services capabilities
Multiple platforms and databases across divisions and geographies
• Potential barrier to further consistent eCommerce deployments
• Significant impact on customer online experience
Digital organization challenges
• Capabilities unaligned with upcoming challenges
• Heterogeneous models across divisions & geographies
Fragrance & Beauty
Copyright © 2016 Accenture All rights reserved.
Watches & Fine Jewellery
confidential – internal use only
Editorial
Fashion
eCommerce
FNB – Sunglasses US
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Chanel digital ambitions
Digital (eCommerce and eServices) is at the heart of Chanel future growth and is identified as a priority for the company
Chanel ambitions are to launch a digital program to :
Enhance customer experience by offering relevant omnichannel
experience and catching up with competitors and eRetaillers on
commercial support services
The digital transformation is based on
structuring strategic intents:
 3-Div approach based a Core Model
with local extensions when appropriate
Drive product awareness and recruitment to boost in-store traffic
and online purchases by enabling cross-divisional journeys
 Digital enabled services including
transactional services
Develop connection with brand and encourage advocacy by
providing automatic personalization and collecting customer data
 Accelerated time-to-market and
increased agility based on a relevant
organization and delivery model
Attract next generations of customers to the brand by increasing
online presence and proving the relevancy to meet their needs
The future ONE chanel.com platform needs to support Chanel digital ambitions.
Copyright © 2016 Accenture All rights reserved.
confidential – internal use only
13
Accenture scope of work @ Chanel
We work on 2 main workstreams to assist Chanel on their digital journey
1
Design, build and implement
new One chanel.com platform
(based on hybris)
Launch is expected in Jan 2018
in the US, then Global roll out is
planned
2
Assess and design new digital
organization to support the
changes
Copyright © 2016 Accenture All rights reserved.
confidential – internal use only
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BULGARI
Copyright © 2016 Accenture All rights reserved.
15
NEW CRM OMNI-CHANNEL VISION
Face to face
Mail
Web
Instant
Messaging
Phone
eMail
Social Post
Franchisee&
Wholesalers
Ownership
Events &
Exhibitions
Website
Consumer apps
Hotel & Resorts
Customer service
Social networks
EMPOWERING SALES ADVISORS
KEY FEATURES
−
Personal Calendar and TO DOs
•
In mobility
−
Unique Customer View
•
Easy to use
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O2O Customizable Template
•
In language
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New Contact Channels with
dedicated contents
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Fully Integrated After Sales
Processes
EMPOWERING CENTRAL AND LOCAL MARKETING
KEY FEATURES
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Integrated Marketing
activities plan
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Easy Segmentation &
Targeting tool
−
Customizable Analytics &
Dashboards
Really get to know
our customer journey
Pull data from any sources to deliver
personalized and relevant content at
any time
ERMENEGILDO
ZEGNA
Copyright © 2016 Accenture All rights reserved.
19
CASE INTERNATIONAL FASHION BRAND
IMPACT ON CHALLENGES
EFFICIENCY
RETAKE THE CONTROL OF THE
DIGITAL TO BECOME OMNICHANNEL
GROWTH
TIME HORIZON
SHORT-TERM
LONG-TERM
COMPLEXITY
LOW
Outstanding experience consistency of in-store services and eCommerce
The strategic role of Digital brought the brand to re-internalize the online channel
to speed up the time-to-market
HIGH
FOCUS
OPERATONAL/
INBOUND
CUSTOMER/
OUTBOUND
Stress of the “Experience Driven”, matching marketing campaigns’ and emotional
aspects to product galleries
Copyright © 2016 Accenture All rights reserved.
Click here to see the full project list
20
Areas of Interest | In-Store Technologies
Accenture point of view
Impact on value chain
> Increase brand and product awareness by increase
customer attraction to experience the store
> Improve customer engagement in store providing
personalized services
> Enhance sales effectiveness allowing cross and up-selling
through ad hoc recommendation
> Optimize inventory management with stock shared
between online and offline channels
> Integrate Delivery Services with physical store
(e.g. Pay&Collect, Return in Store)
> Optimize operational sales costs
Expected benefits
> Enhance the walk through and raise potential impulse
buying
> Offer a 24/7 branded communicated channel
> Display online physical stores’ product availability
ENGAGE YOUR
CUSTOMER
Copyright © 2016 Accenture All rights reserved.
INCREASE
BRAND
AWARENESS
INVENTORY
MANAGEMENT
OPTIMIZATION
Click here to see the full project list
21
UNIQLO
Copyright © 2016 Accenture All rights reserved.
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- NO T B INDING - NO T B INDING - NO T B INDING - NO T B IND
CASE INTERNATIONAL FASHION BRAND
IMPACT ON CHALLENGES
EFFICIENCY
TRASCENDING CURRENT
BOUNDARIES OF RETAIL
GROWTH
TIME HORIZON
SHORT-TERM
LONG-TERM
COMPLEXITY
LOW
The client aimed to create a seamless environment between physical and digital
store
Build the technology platform to collect actionable customer insights that will
enable a customized experience
HIGH
FOCUS
OPERATONAL/
INBOUND
CUSTOMER/
OUTBOUND
The technology, including supply chain and customer relationship management
systems, will be fully transformed as a cloud-based infrastructure connecting
customer, employee, and suppliers in near real-time
Copyright © 2016 Accenture All rights reserved.
Click here to see the full project list
23
Areas of Interest | Clienteling
Accenture point of view
Impact on value chain
> Enhance store attraction and store experience thus raise
Brand and Product awareness
> Improve individual customer profiling and enable ad-hoc
actions
> Improve customer engagement inside and outside the
store providing personalized experience and services
> Enhance sales effectiveness allowing cross/ up-selling
through ad hoc recommendation to customers
> Optimize inventory management with warehouse/cross
point of sale live stock information
> Streamline in-store/cross store operations
> Sales assistant compliancy/performance monitoring
Expected benefits
Possible actions
> Empower the Sales Assistant pre/during/post sales
> Enhance/Personalize the Sales Ceremony with Full
Customer view (e.g. size, preferences, purchase history,
marketing, etc..), Real Time warehouse/cross store
availability, Up/Cross selling, Personalized Services,
Mobile Payment
> Enhance Customer self service/ guided experience with
Digital Catalogue, Total Look, Personal Style, Personal
Recommendation
> Enhance the in store interaction and raise potential
impulse buying
> Facilitate the payment process and reduce/cut the
dependency from the fixed cash register
> Raise the average customer yearly spending with
pre/post sales actions
> Generate a continuous engagement with Customer
BRAND
RELEVANCE
Copyright © 2016 Accenture All rights reserved.
OPTIMIZATION
SALES
EFFECTIVENESS
STORE
DIGITALIZATION
Click here to see the full project list
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H&M
Copyright © 2016 Accenture All rights reserved.
25
CASE INTERNATIONAL FASHION RETAILER
IMPACT ON CHALLENGES
EFFICIENCY
THE WINNING
INTERNATIONALIZATION
STRATEGY
TIME HORIZON
SHORT-TERM
+70% in transactions thanks to easy management of
Multi-country, multi-brand, multi-language, multi-currency
LONG-TERM
COMPLEXITY
LOW
Become the first online fashion retailer in 2020
GROWTH
HIGH
FOCUS
OPERATONAL/
INBOUND
CUSTOMER/
OUTBOUND
Fully exploit their online potential with a global reach including China and Russia
Copyright © 2016 Accenture All rights reserved.
Click here to see the full project list
26
Areas of Interest | Digital SWAT team (Store Mgmt)
Accenture point of view
Impact on value chain
> A successful eCommerce need dedicated to skill show its
own potential and to properly communicate with the
consumer
> The company need to gradually internalize the skills
needed to properly paly in the digital arena
> Outsource digital business process management with a
mid term perspective
> Enable business processes coordinating external
providers and internal business processes
> Define commercial and editorial plans
Expected benefits
Possible actions for OTB
> Retake the control of the digital channel
> Increase the online sales and the traffic to boutiques
> Define processes to properly run the business in the mid
term
DRIVE DIGITAL
EXCELLENCE
Copyright © 2016 Accenture All rights reserved.
INCREASE
ONLINE SALES
>
>
>
>
>
ENABLE
COLLABORATIVE
PROCESSES
Click here to see the full project list
Define processes
Fix the basics
Define commercial and editorial plans
Launch new collections
Project management organization
EDITORIAL AND
COMMERCIAL PLAN
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