THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
AN ETAIL FRANCE BENCHMARKING REPORT
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
TA B L E O F C O N T E N T S
Introduction
03
Pt.1 Business Growth and Investment
04
Reimagining the Rules of Retail 10
Pt.2 Mobile Strategy and ROI
11
Pt.3 Multichannel focus 16
About eTail France 17
About RetailMeNot
18
About WBR Digital
18
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
INTRODUCTION
The way retailers do business in France, and around the world, has changed.
There are technological disruptors, greater competition, and customers with
higher expectations of what an online shopping experience should be.
The increased competition in the French market is driven in a large part by the
continued trend of growth in the e-commerce sector in France, and indeed in
the wider European market. This growth led to a proliferation of e-commerce
sites in 2014, as well as a determined effort amongst the big players to
consolidate their positions at the top of the market.
Internet sales are expected to grow by a further 10% or more in 2015, meaning
that French e-commerce will cross the 60 billion Euro threshold during
this time. As a result, France will maintain its position as the third largest
e-commerce market in Europe, and remain an important growth area in an
otherwise sluggish economic reality.
Leading up to the eTail France 2015 conference we wanted to discover how
some of the largest retailers doing business in France are responding to the
biggest challenges in the market today. We surveyed 77 leading executives
including Heads of E-Commerce, Heads of Multichannel / Omnichannel and
Directors of Digital Marketing as well as others of a similar standing.
This report presents the results.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
P T. 1 B U S I N E S S G R O W T H A N D I N V E S T M E N T
L O O K I N G AT M Y O N L I N E B U S I N E S S
F R O M 2 0 1 3 - 2 0 1 4 , M Y:
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Traffic
Customer Repeat
Visits
Average Order
Value
y Decreased
y Stayed the same
y Increased
90% OF ETAIL FRANCE RETAILERS SEE INCREASE TO MOBILE TRAFFIC IN 2013 - 2014
Two major signifiers of the health of online business, web traffic and customer repeat visits, saw
significant increases in 2013 – 2014 amongst retailers operating in France. This speaks volumes
about the success of previous investment; driving return visits with more engaging and easy-tonavigate e-commerce sites, better executed PPC and SEO campaigns and rich, well developed
content.
Digital has made the retail environment more competitive than ever. Online shoppers
buy more often, but the average order value in France has been declining for the past 10
years. Merchants have to find the right balance between recruiting new customers and
generating repeat visits. It is encouraging to see that the large majority sees positive
results in both areas
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
IN WHICH AREAS OF E-COMMERCE
TECHNOLOGY ARE YOU PLANNING
TO INVEST IN THE NEXT 12-18
MONTHS?
Mobile
Multichannel Initiatives
SEO
Site Merchandising
CRM
Social
Platform
Usability/testing
PPC
62%
51%
40%
35%
32%
25%
24%
18%
13%
MOBILE TOP PRIORITY FOR INVESTMENT IN THE NEXT 12 TO 18 MONTHS
Retailers cannot ignore the impact of new technologies and digital innovation if they want to
stay ahead of the competition. An improved mobile experience, omnichannel optimisation and
personalisation are the key priorities for retailers to leverage.
It is not surprising to see that mobile and multi-channel commerce are on top of the list
of investments for the next 12 – 18 months. Consumers already take these new opportunities for granted and it is vital for retailers to reflect this in their strategy.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
DOWNLOAD THE AGENDA
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
W H AT O N L I N E A C T I V I T I E S
P R I M A R I LY D R I V E C U S T O M E R
A C Q U I S I T I O N AT Y O U R C O M P A N Y ?
Paid Search
Email Marketing
Organic search
Retargeting
Affiliate Partners
Social Media
Mobile Marketing
Marketplaces
59%
54%
50%
35%
35%
26%
25%
15%
PAID SEARCH OUTSTRIPS EMAIL AS PRIMARY DRIVER OF CUSTOMER ACQUISITION
Email marketing may have had its day in terms of being the leading driver of customer acquisition,
but it still remains an important element of marketing strategy for more than half of responding
eTail France retailers. Managing the acquisition of new customers through both paid and organic
search has become a top priority, with paid search heading up the list for nearly 60% or responding
retailers.
We see a clear trend to diversification of investments to cover all of the different
channels. Search remains, of course, a very important element of the marketing mix and
remains the top priority.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
W H AT O N L I N E A C T I V I T I E S
P R I M A R I LY D R I V E C U S T O M E R
R E T E N T I O N AT Y O U R C O M P A N Y ?
Email marketing
Customer service/support
Loyalty/reward programs
Social Media
Remarketing
Personalisation
Mobile campaigns (e.g. geolocalisation)
57%
50%
46%
43%
40%
38%
26%
EMAIL MARKETING LEADS THE WAY FOR RETAILERS
SEEKING TO RE-ENGAGE THEIR CUSTOMERS
Retailers in France are using a wide range of strategies to re-engage their customers, email remains
an important method of outreach along with effective customer service, loyalty programmes, and
social media.
Increased mobile usage and personalisation are bringing new life to email marketing and
allowing retailers to target their customers in a very efficient way. Those who succeed in
touching their user base intelligently see a clear uplift in their conversion rates.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
DOWNLOAD THE AGENDA
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
WHAT PERCENTAGE OF YOUR OVERALL
MARKETING BUDGET DO YOU
SPEND IN THESE AREAS, AND WHAT
PERCENTAGE OF TOTAL REVENUE DO
EACH OF THESE AREAS CONTRIBUTE?
% of Budget / Revenue
Search
Budget
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
y 76% - 100%
Display
Budget
Search
Revenue
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
Display
Revenue
(Of Respondents)
Email
Revenue
y 51% - 75%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
(Of Respondents)
Email
Budget
y 26% - 50%
(Of Responents)
y 0% - 25%
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
% of Budget / Revenue
Social
Media
Revenue
70%
60%
50%
40%
30%
20%
10%
y 76% - 100%
Mobile
Budget
100%
90%
80%
y 51% - 75%
Mobile
Revenue
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
(Of Respondents)
Social
Media
Budget
y 26% - 50%
(Of Respondents)
y 0% - 25%
SEARCH TOPS MARKETING BUDGET SPEND LIST
Broadly speaking we see marketing spend closely aligned to total revenue contributions. Both
search and display spend feature prominently, and both are attributed with significant returns in
terms of revenue. Interestingly, for many respondents mobile is not yet delivering demonstrable ROI,
however this may be due to inaccurate attribution. As investment in mobile is set to increase it will
be interesting to see who, if anyone, cracks the attribution model.
The consumer journey is becoming increasingly complex and retailers must choose
wisely how they allocate their budget to reach the consumer throughout the different
touch points.
Despite the buzz around social networks, they are clearly not a priority for retailers.
Although they have a large number of highly engaged users, they are primarily used
for personal interactions and less for shopping. Successful social network marketing
requires knowledge and resources and it is still hard to monetise these efforts and have a
short term ROI.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
DOWNLOAD THE AGENDA
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
REIMAGINING THE
R U L E S O F R E TA I L
Anne-Marie Schwab,
General Manager and Vice President
RetailMeNot France
French retail has enjoyed uninterrupted growth in
online and mobile shopping in recent years. As a result,
merchants are racing to discover the most efficient
means to attract and satisfy new customers in the digital
environment, all the while streamlining and personalising
the customer experience across all channels.
Up until now, the retail game was relatively simple:
consumers drove demand, retailers provided supply.
However, over the past few years, the massive
adoption of digital has profoundly changed the rules.
For merchants, mobile disruption has forced them to
rethink their business model. They need to consider
how to deliver a “mobile-first” approach to ensure
customer relations at all customer touchpoints (and
there are more than ever!). Yet, it is surprising to see
that many retailers still don’t have a mobile strategy
at all. This year, 19.2% of online sales in France will
be carried out on a mobile phone, according to the
Centre for Retail Research, and even more often
mobile will be playing a vital role in the decision
making process.
For now, over 90% of transactions in France still
happen in store, but about half of these transactions
are influenced by the internet as the barriers between
the online world and the high-street fall. Mobile
plays a big part in this and accelerates the process.
Today’s consumers are already multi-channel in their
minds, always on and always connected — all the
information they need is only a fingertip away. They
don’t understand why what they see online and what
they see in-store is not the same, or why the mobile
experience isn’t as good as the one they find online.
For those looking to crack the world of m-commerce,
the mobile channel has huge potential to drive traffic,
influence sales and build customer engagement. So
far, brands and retailers are still experimenting with the
variety of options that mobile channels hold and there
are no clear guidelines. Retailers must stop working in
silos and work towards a real multichannel experience,
where customers have access to the same products
and the same prices no matter where they shop. By
investing in location-based targeting, retailers have the
opportunity to drive much higher sales by tempting
potential customers through push notifications with
more relevant offers that they can’t turn down.
By promoting offers through trusted partners, retailers
can draw people into stores while simultaneously
building customer loyalty. Consumers are more likely
to engage with a brand and drive a higher volume of
sales if they feel certain the brand is offering them
relevant and desirable offers on a regular basis.
The key to success in retail today is removing friction
from the shopping process by bridging the gap
between online and offline channels. By adopting
techniques that are relevant across both channels,
retailers provide consumers with a consistent
experience and perception of the brand, tailored to
their specific needs. Making shopping feel seamless
not only encourages shoppers in store but also builds
brand loyalty, which ultimately helps to drive both
online and in-store sales.
Anne-Marie Schwab is General Manager and Vice President of
RetailMeNot France. Anne-Marie has 25 years of experience in retail
marketing which includes senior positions at Gillette (Procter &
Gamble); Habitat and Galeries Lafayette.
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
P T. 2 M O B I L E S T R AT E G Y A N D R O I
DO YOU HAVE A MOBILE MARKETING
STRATEGY IN PLACE?
54% Y
ES
NEARLY HALF OF RETAILERS DO NOT HAVE A FORMAL
MOBILE MARKETING STRATEGY IN PLACE
46
% NO
While everyone agrees that the development of mobile is vital, it is interesting to see
that many retailers still don’t have a solid mobile marketing strategy in place. Those who
don’t face up this challenge risk losing their customers to more innovative competitors.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
W
NO
38
40%
% YES
DON’ T K
HAVE YOU HAD MEASURABLE SUCCESS
FROM YOUR MOBILE MARKETING EFFORTS?
22% NO
40% OF RETAILERS
CANNOT MEASURE
SUCCESS FROM
THEIR MOBILE
MARKETING
EFFORTS
STATISTICAL BREAKDOWN:
Respondents without
a mobile marketing
strategy who could
not measure the
success of their
mobile marketing
efforts:
100%
Mobile marketing is still fairly new and every retailer has their own distinct way to define
success. There is no single right approach and experimentation and adaptation are
critical to future success. Support from specialized 3rd party providers can help.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
DOWNLOAD THE AGENDA
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
ARE YOUR MOBILE CONVERSION
R AT E S H I G H E R O R L O W E R T H A N
Y O U R W E B S I T E R AT E S ?
16%
19%
65%
y Lower
y Around the same
y Higher
TWO THIRDS OF RETAILERS REPORT LOWER CONVERSION RATES ON MOBILE
Retailers have discovered that although mobile is well suited to driving web traffic, it converts at a
lower rate than desktop visitors. This browsing behaviour is being engaged by leading retailers who
are developing content-rich sites to engage their audience on mobile and drive up conversion rates.
Mobile conversion is one of the big challenges for retailers today. Mobile takes an
important place in the shopping journey, but it’s not yet the place where people transact.
As retailers improve their mobile experience and consumers build trust in mobile
shopping, this ratio will most likely inverse in the next few years. Those investing now
will be the winners of that game.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
WHICH OF THE FOLLOWING DO
Y O U H AV E I N P L A C E [ O R P L A N TO
H AV E I N P L A C E F O R T H E F U T U R E ]
49%
32%
12%
yMobile optimised website
yMobile applications
yMobile optimised email
yTablet applications
7%
MOBILE OPTIMISED WEBSITE SEEN AS MOST CRUCIAL ASSET
FOR FRENCH E-COMMERCE RETAILERS
Retailers know that making your e-commerce experience work across platforms, and specifically
on mobile, is not something which is ‘nice to have’ – it’s essential. Just how they choose to execute
this need varies according to the size of the organisation, however, many leading retailers have
implemented fully responsive websites which provide the best possible experience to their visitors
regardless of the device they are using.
Although there is a big interest in mobile apps, retailers now understand that a
mobile optimised website is key. Apps are a great asset for brands with a big and very
engaged user base, but they should only be seen as an extension to a great mobile web
experience, and not as an alternative.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
DOWNLOAD THE AGENDA
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
W H AT T Y P E O F P R O M O T I O N S D O
YOU PLAN TO RUN OVER THE NEXT
12 MONTHS?
yDiscounts on specific
product or category
specific offers
yDiscounts available
for the entire store
yCoupons
yPrivate sales
yFlash sales
yMoney off
71% 62% 57% 46% 35% 35% 28% 19%
yCashback
yPercentage off
TARGETED DISCOUNTS IN THE PIPELINE FOR 71% OF RETAILERS
Retailers are planning to employ a variety of tactics to entice new and returning customers over the
next 12 months. These will be primarily targeted to specific products and categories, rather than
discounts available across the entire store.
Promotions are a great way to increase conversion and can help improve brand
perception. Everyone loves a good deal. But in order to preserve their margins, retailers
must always align their promotional strategy with particular objectives and give the
discount only to those who need the nudge to buy.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
P T. 3 M U LT I - C H A N N E L F O C U S
ARE YOU PUSHING LOCAL OFFERS
ON MOBILE [I.E. OFFERS WHICH
A R E O N LY A V A I L A B L E I N C E R TA I N
REGIONS OR SELECTED STORES
A N D N O T N AT I O N W I D E ]
yYes
28%
yNo
69%
yDon't know
4%
30% OF RETAILERS HAVE BEGUN PUSHING LOCAL OFFERS ON MOBILE
Retailers have begun to meaningfully experiment with localised shopping experiences, however
nearly 70% are yet to utilise this functionality.
Local offers are a great way for national chains to push individual stores and better
target their clients. Only customers who live nearby can see the offer or will receive
a push notification when they dwell near the store. Those offers can be limited to
particular regions or stores to better respond to specific targets.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
DOWNLOAD THE AGENDA
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
ARE YOU RUNNING IN-STORE
C A M PA I G N S ?
yYes, as multi channel offers 67%
- the same discounts are
available online
yYes, as in-store only-
campaign discounts are
not applicable online
26%
yNo, our discounts are online only
6%
yWe never give discounts
2%
NEARLY 70% OF RETAILERS EMBRACE MULTI-CHANNEL DISCOUNTS
We can see from this data that retailers are increasingly realising that customers want consistency,
and lacking options is a real turn-off. As internal walls are broken down, we can expect to see this
number rise.
Consumers don’t think so much about channels, they think about brands. They don’t
understand why an offer is only available online or offline and not across all outlets.
Retailers who want to offer a great omnichannel experience to their customers must
stop working in silos and offer a coherent promotional strategy across all channels.
Anne-Marie Schwab, General Manager and VP of RetailMeNot France
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
D I S C O V E R M O R E AT E TA I L F R A N C E
03 -04 November 2015 | Trianon Palace, Versailles
Contact Us
 +44 (0)20 7368 9576
@etailfrance
[email protected]
eTail is a one stop shop for e-commerce and multichannel executives; an event
where you can learn, get inspired, find solutions for your business and build lasting
relationships… all in a beautiful venue.
The strength of this year’s eTail France programme is founded on the quality of its
research. To ensure you gain insight and answers for the latest trends, hot topics, and
biggest challenges. We have collaborated with 72 industry experts, over six months,
to gain quality insight and direction.
With 2 days, 43 innovative speakers, 15 recommended technology exhibitors, and 140
leading retailers on site - if you have a pain point, we have it covered.
ON
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ON
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FI
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DOWNLOAD THE LATEST AGENDA TO FIND OUT HOW YOU CAN
BENEFIT FROM THE ETAIL EXPERIENCE!
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.
THE DIGITAL & MOBILE RENAISSANCE | AN ETAIL FRANCE BENCHMARKING REPORT
A B O U T R E TA I L M E N O T
RetailMeNot operates the world’s largest marketplace for digital offers. The company’s
eight websites and their mobile apps enable consumers across the globe seeking
to save money to find hundreds of thousands of digital coupons and offers for their
favorite retailers and brands. During the 12 months ending March 31st 2015, the network
experienced more than 720 million consumer visits to its websites and during the first
quarter monthly mobile unique visitors totaled 18.4 million. RetailMeNot estimates
$4.4 billion in paid retailer sales were attributable to consumer traffic from digital
offers in its marketplace. The RetailMeNot, Inc., portfolio of coupon and deal websites
includes RetailMeNot.com, the leading online coupon site in the United States;
VoucherCodes.co.uk, the leading online coupon site in the United Kingdom;
ma-reduc.com, Poulpeo.com, Bons-de-Reduction.com in France; deals.com in
Germany as well as ActiePagina.nl in the Netherlands.
Contact:
Astrid Canevet
Sr Manager, Corporate Communications
Tel: +33 (0)1 84 17 2219
Email: [email protected]
ABOUT WBR
At WBR Digital we design and execute bespoke content marketing campaigns all year
round, delivering our clients unparalleled access to the wider WBR event audience.
We believe in creating rich content that engages and inspires. We conduct in-depth
industry research, then add analysis and a double-shot of creativity, before marketing it
for you, to targeted audiences of your choosing.
It’s industry research, it’s thought leadership, it’s quality content – it’s the perfect
opportunity to generate qualified sales-ready leads.
Contact us to find out how your business could benefit from:
vLead generation campaigns that fit your
priorities
vIn-depth research on current fastmoving issues and future trends
vBespoke webinars, benchmarking
reports and whitepapers
vThe opportunity to position your
company as a thought leader
Contact:
Tanyel Ali
Head of Digital Publishing
Tel: +44 (0)20 7368 9708
Email: [email protected]
Dig deeper into the issues highlighted in this report and discover the exciting
list of industry leading speaker sessions at eTail France – a place to learn, get
inspired, find solutions for your business and build lasting relationships.