Accelerating Online Growth Visualising the Digital Shelf 1 Matt - - PowerPoint PPT Presentation

Accelerating Online Growth

Visualising the Digital Shelf

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Matt Foster

9 Years with Ascential Plc, the leading data information business focused on digital commerce. Digital Shelf expert focused on providing actionable insight and advice to help top tier global brands grow sales and presence

• nline through content optimisation, eSEO and media strategy.

Experience across the retail industry with roles in Sales, digital and consulting with global brands such as adidas, Unilever, Danone & Beiersdorf.

Why eCommerce is your #1 growth channel.

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Globally, online sales of Apparel products are predicted to grow by roughly $204billion in 5 years.

You need to ensure your share of this growth!

$578 Billion

2020

$782 Billion

35% Increase

$204 bn

2025

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Drapers Digital Festival

YOUR NEW DIGITAL LANDSCAPE

Covid-19 Steeply Accelerates Online Sales

Nike sees

106%

increase

In demand, especially for loungewear and activewear

(Retail Burn, June 2020)

93%

YOY online growth

Q2 2020

Adidas Annual report 2020

Exercise bands surge

+725%

as consumers turn to at-home workouts in Germany

(Criteo, 2020)

adds 39% more

new customers in April

(businessoffashion.com, April 2020)

Saw it’s activewear sales

double in the four months

through June 30 versus the same time last year

(fashionatingworld.com, July 2020)

• nline sales up by

157% in Q2 2020

(CNBC, Sept 2020)

• nline sales

up 194% in Q2

(CNBC, Sept 2020)

Drapers Digital Festival

A New Digital Landscape

eCommerce capitalizes on the decline of in-store shopping

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*in the UK activewear market

In store Sales

15% 11%

eCommerce Growth

7 Note: n = 2,310 (US) and 2,229 (UK) internet users aged 16–64. Low income is <$32k, high income is >$85,000. Includes grocery shopping. Source: GlobalWebIndex

Drapers Digital Festival

I’m shopping more

• ften online now than

before, because of COVID-19

“ ”

COVID-19 Impact: One in four is now shopping more online

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However, stores will still be the majority of revenue, so why should you prioritise digital commerce?

Drapers Digital Festival

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Because winning in-store requires winning online first

Drapers Digital Festival

DIGITAL LEADERSHIP IS DECIDING CHALLENGER COMPETITION IS RISING THE RETAIL SHELF IS SHRINKING

physical shelf

200+ SKUs

digital shelf

20+ SKUs

mobile shelf

4+ SKUs

voice-assisted shelf

1 SKU

Carbon38’s Katie Warner Johnson:

‘We’ve rebranded the idea of what a retailer is’

carbon38.com

Why Stitch Fix Is the Perfect Clothing

Subscription to Keep Your Shopping Habits in Check

glamour.com

How Sustainable Activewear Sensation We Are

Tala Broke The Internet

creativeimpact.group

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How Gymshark mastered Instagram to drive instant sales

marketingweek.com

From Promoters To Trend Setters – Fashion Influencers Are Going Viral

iknockfashion.com

Online sellers must adjust to the new way consumers are shopping

Forbes

How bad are out of stock issues for your brand?

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Long-Term Damage of Stock Issues

Long-Term Damage of Stock Issues

Between w/c March 1 and March 15

Overall Sales Manufacturer B Market Share Manufacturer A Market Share

88% 25% 16%

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But what does that mean for your customers?

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Virtually 100% of brands faced Out of Stock Issues over Covid-19 Over half of shoppers found a new brand to buy instead

What happens when you go out of stock?

Being Out of Stock has consequences for brands, categories and retailers

Shoppers Will;

+ Switch brands + Substitute variant + Cancel/Delay Purchase + Switch online store + Switch channel to physical store

Drapers Digital Festival

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As retailers grappled with out-of-stocks, research found that 75% of consumers

• pted to shop alternative brands

Retail Dive 2020

OPTIMISING THE DIGITAL SHELF IS CRITICAL TO SALES^

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Traffic Conversion Sales & Share Availability

22% sales loss per week for every day that a SKU is Out of Stock 31% uplift in sales for each week SKU is content compliant 6% sales increase per week per day

• f promo offer

5% sales increase per 10 additional reviews 9% sales increase per +0.5 star rating 21% sales increase moving from 20th to 10th position

Availability Content Accuracy Promotions Search Reviews

CASE STUDY

SOLUTION Edge Digital Shelf Daily Visibility across both

• wn brand and

competitor products at Size level across Availability, Traffic, and Conversion metrics CHALLENGE OUTCOME Helped drive global double-digit % growth YOY across Digital Retail partners, changing relationship with retailers from reactive to proactive. Gaining Visibility of full range of SKUs across multiple Digital Retail Partners

How we helped a sporting goods brand

D E M Y S T I F Y

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Clients have grown sales 21% faster vs. their competition who do not use our services*

D E M Y S T I F Y

If you would like to find out more about how we can support you accelerate your online growth

Reach out directly on email or via the event hub

Matt.Foster@ascential.com

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Thank You

Matt Foster