E-Commerce e Innovazione Digitale

«Un’opportunità per l’Italia»

Milano, 27 Gennaio 2016

Angelo D’Imporzano
Senior Managing Director, Accenture Consulting Products
“This (digital) is how customers live. They wake up with a device
in their hands and life begins. The onus is on us to change
everything we do to keep pace with the speed society is moving”

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Digital is changing everything … but what is different now?

Give Me Control & Choice

Help Me Help Myself

Know Me Everywhere

Let Me Share & Learn

Help Me On the Go

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Consumers have less time and attention, consequently brands are
becoming less visible: there is no guaranteed frequency of
engagement

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Loss of control (and influence) on buying cycle: multiple touch points in
cross-channel moments …

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Loss of control (and influence) on buying cycle: Loyalty is redefined as
“outstanding consumer experience”
TV Ad (#6.1) Increase
Qualify Consumer and
Social (#4.1) Conversion &
Propose Relevant
Engagement rate
Experiences 4 Competition (#5.5)
Search (#6.2)
3 Personalized Content Targeting Live Chat (#4.5)
Attract eCoupon (#3.7; #4.3) Survey (#4.1) Sample Products (#2.4)
Email Campaign (#5.3) 5
2 Newsletter (#1.7) Purchase
6 Instore (#3.1) Click-2-Buy (#6.4)

Feedback
eRetailer (#6.9)
Phone Survey (#3.6) Review Portal (#2.3)
Feedback survey (#1.5)Reviews on eRetailer (#6.5)
1 Brand.com website
(#3.8 ; #4.6)
Digital Marketing
Actionable Insights
Trend Spotting (#5.1) Delivering a true Multi- 7
Channel Consumer Build Advocacy
Experience Share Content (#1.7)
Share Review (#2.8)
10
Share Recipe (#5.7)
Share Purchase (#4.9; #6.10) 8
Integrate, Evolve, Innovate
Social / Consumer-Centric
Enterprise Analytics / Big Data
& Social Listening
QR code and BTL portal (#1.2; #5.10)
Predictive Analytics / Insights
New products launch (#5.9)
9
Social Listening (#5.2)
cRM
Service portal registration (#3.5)
Newsletter opt-in (#1.5)
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Loyalty is driven by consumer experience vs. repurchase programs:
loyalty is a challenge. Prepare to ATOMISE

VERY FEW

Brands that I love that Brands that I love and

I don’t engage with often engage with often

MORE LIMITED
THROUGHOUT
THE DAY
THE DUNBAR NUMBER

Brands that I don’t love that Brands that I don’t love but
I don’t often engage with engage with often

MANY

MORE LIMITED
BY BANDWIDTH
OF AFFECTION

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CG&S companies should consider three strategic options that unlock value by
applying digital technologies to different areas
Digital Strategy Framework Digital
Business
Digital Strategic Options
Consumer 1) Business as Usual: Manage risks arising to existing
business model(s) from digital activities of competitors
Digital
Consumer 2) Partial Digitization: Realize EBITDA opportunities
Engagement through digitization of existing value chain (eg
ecommerce)
3) New Business Models: Realize EBITDA opportunities
through development of new revenue streams enabled
External Focus

by a new value chain (eg Nespresso, UNIQLO)

3 New Business
Models Value Areas
Digital Consumer: Apply digital technology to address
new consumer needs, moving Brands into Digital
Digital
Enterprise (product into a service)
Partial Digital Enterprise: Decrease costs of the existing value
Digitization
chain’s primary functions (e.g. Supply Chain, R&D) as
2 well as support functions (e.g. HR, Finance)
Digitize Digital Business: Digitize your current business model
Operations or develop new business models generating profits
1
Business based on digital technology
Internal Focus
as Usual

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Digital will significantly change the way brands are designed and
developed
Consumer Experience Brand as Platform
Traditional Model eCommerce Model Model Model
“Pipe Model”
“Nike Store”
App
App
App

Experience Brands

eC eC
Convenience Brands IoT IoT

IoT
eC IoT
eC

IoT
eC IoT
eC IoT

• Value is created upstream
• One dimension flow
• Brand visibility is mediawide
• Battleground is store shelve
• Stockout is relevant to
loyalty
• Value is created upstream
• One dimension flow
• Brand visibility is
mediawide
• Online buying
• Home delivery
• Value is created upstream
• One dimension flow
• Experience brands
develop services around
consumer journey
• Convenience brands join
an established service
• Value is created upstream
for convenience brands and
delivered through IoT
interactions
• Experience brands become
a platform : open for service
devs, leveraging consumer
data

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 From Physical to Digital

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From Physical to Digital: How?

Digital technologies allow infinite options to create and support digital sales

Integrated
eSales Omnichannel
High Digitalization
Digital Commerce Integrate, Customize, Care
Digital Customer

Personalization
Interaction and

Third Party/Stand-
alone eCommerce
Social Focus, Fit, Explore
Commerce
Interact, Engage,
Create

Marketplace (s)
e(E)nable, Reach,
Standardize eCommerce Platforms
Digital Footprint
Low

Low Digital Business Integration Cross High

Channels
Sources: Accenture research - Importanza del Flexible Fullfillment, The Secrets of Seamless Retailing Success, Seamless Retail Research Report
Copyright © 2016 Accenture All rights reserved. 2015: Maximizing mobile to increase revenue. Google: Digital Impact on In-Store Shopping: Research Debunks Common Myths 11
From Physical to Digital: How?
Digital Footprint

-Companies start to «leave a digital

footprint» by discovering and using
digital as a promotional and marketing
tool.

-Countless options: blogs, sponsored

content, promotional banners, product
pages, window websites, product pages
on social networks, sponsorships in
apps, gamification… and many more!

-At this stage, digital means

information and visibility, while
distribution and purchase remain
offline.
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From Physical to Digital: How?
Marketplaces and Social Commerce
-Companies decide to sell through
marketplaces to increase the customers
reach and scale-up sales. However, they
need to fit into providers’ standards and
compete directly with other sellers on the
same ground.

-By using social commerce, companies try to

leverage their audience to sell directly to
customers. The aim is to stimulate
customer interactions to boost sales.

-At this stage, digital is information and

visibility. Now, sales also happen online.

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From Physical to Digital: How?
Stand-alone eCommerce and Integrated Omnichannel
-Companies create eCommerce platforms to
promote and sell their products, multiply different
touchpoints with customers and offer complete
digital customer experiences.

-Less expensive solutions are offered through

standardized eCommerce providers that create
and maintain eCommerce templates. Alternatively,
companies can build customized solutions that
are completely integrated with their internal
ERPs.

-At this stage, eCommerce is a complete sales

solution where customers can buy at anytime and
anywhere.

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 Digital and its opportunities

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Thanks to Digital, there are a number of new opportunities, both
for individuals and for Italy in general

Accenture is investing in Digital through:

1 2 3
Strategic acquisitions 3 Innovation centers Growing organization
(i.e. Fjord and Chaotic around the world units for Digital
Moon among others) including Milan. (Accenture Interactive)

The Accenture Customer Innovation Network

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Thank you!
Angelo D’Imporzano
Senior Managing Director, Accenture Consulting Products