The New Luxury World:
l’identità digitale nel lusso fa la differenza
Massimo Fubini
Founder & CEO di ContactLab
7° Luxury Summit, Il Sole 24ORE, 10 giugno 2015
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTACTLAB IN BREVE
Oltre 15 ANNI di esperienza e di leadership nel digital direct marketing per il customer engagement
1 SEDE a Milano, 4 UFFICI in Europa
80 MILIONI di email spedite ogni giorno
6.3 TERABYTE di dati gestiti ogni giorno dai nostri sistemi
12.5ML EUR fatturato (2014)
CASH POSITIVE e totalmente autofinanziata
ContactLab è iscritta al programma Elite di BORSA ITALIANA
Gartner ha incluso ContactLab nella Market Guide for Email Marketing (giugno 2014)
Exane BNP Paribas ha scelto ContactLab come partner per le analisi sul digitale dell’ambito fashion-luxury
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
2
CONTACTLAB PER LE AZIENDE DEL LUSSO
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
3
3 ANNI DI COLLABORAZIONE FOCALIZZATA SUL LUSSO
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
4
PUNTO DI RIFERIMENTO PER I MEDIA INTERNAZIONALI
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
5
L’ESPERIENZA DI ACQUISTO SI DISTRIBUISCE TRA I CANALI DI VENDITA
I ricavi generati dall'e-commerce coprono una forbice
che va dallo 0% al 20%
100%
3%
5%
90%
4%
4%
0% - 20% ricavi e-commerce
Media pesata country by country
6%
80%
70%
60%
E-commerce only
50%
92%
40%
90%
Cross-Channel
In-store only
30%
20%
10%
0%
2013
2014
Source:
ContactLab Analysis
Client Mix by Purchasing Channel (% Retail Revenues, Worldwide, 2013-2014)
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
6
E-COMMERCE, IMPATTO TRIPLICATO SUL FATTURATO DEI LUXURY BRAND NEI PROSSIMI 5 ANNI
35%
2014
30%
2020E
Average 3 methodologies
25%
20%
15%
10%
5%
0%
UK
Germany
US
Worldwide
ROW
France
Source:
ContactLab Simulation,
Exane BNP Paribas estimates
E-commerce Penetration: 2020E Vision (average: Simple Linear, Multiple Linear, S-Curve)
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
7
LA CONTATTABILITA’ DIGITALE FA LA DIFFERENZA! SU QUALSIASI CANALE DI VENDITA
1.400
E-COMMERCE
IN STORE
CROSS CHANNEL
1.200
La competitività si
gioca sulla capacità di
integrare i profili digitali
dei clienti con le azioni
che compiono in
qualsiasi touchpoint
1.000
800
600
400
200
0
2013 2014
Digitally Contactable
2013 2014
Registered
2013 2014
Digitally Contactable
2013 2014
Digitally Contactable
Source:
ContactLab Analysis
Client Yearly Average Spending (EUR, Worldwide, 2013-2014)
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
8
NON (SOLO) E-COMMERCE… MA INFLUENZA SULLE VENDITE RETAIL
Dal 2011 crescono i ricavi generati in negozio dai clienti con un profilo digitale…
23%
25%
20%
20%
15%
17%
15%
10%
5%
0%
2011
2012
2013
Revenues from In-store Digitally Contactable Clients (% In-Store Revenues, Worldwide)
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
2014
Source: ContactLab Analysis
9
CLIENTI DEL LUSSO: DA DOVE ARRIVA IL FATTURATO RETAIL
… Che però rappresentano ancora solo 1/4 degli acquirenti in negozio
Digitally Contactable
23%
I clienti anonimi sono
un’opportunità di business
Dar loro un’identità digitale per
fidelizzarli, portarli in negozio,
stimolarli all’acquisto potrebbe far
crescere i ricavi sino al 30%
Registered
50%
Anonymous
27%
Source:
ContactLab Analysis
In-Store: Level of Engagement (% Retail Revenues, 2014)
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
10
LA CONTATTABILITA’ DIGITALE È LA NUOVA LEVA PER LA COMPETITIVITA’
Il numero di clienti registrati e digitalmente contattabili è in continuo aumento e ha un profilo
alto spendente sia in negozio sia cross canale
100%
90%
27%
80%
23%
21%
19%
17%
15%
14%
Anonymous
Registered
Digitally Contactable
70%
Estimates
60%
50%
49%
48%
47%
45%
51%
50%
35%
41%
26%
32%
38%
23%
29%
2014
2015
2016
50%
40%
30%
20%
10%
0%
2009
2010
2011
2012
2013
Source:
ContactLab Analysis
2017
2018
2019
2020
Client Revenues by Level of Engagement: S-Curve Simulation (% Total In-Store Revenues, Worldwide, 2009-2020E)
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
11
TRE MISURAZIONI, UNA DIREZIONE: AUMENTANO I RICAVI DIRETTI E INDIRETTI DAL DIGITALE
Il digitale potrà influenzare sino alla metà delle vendite di un brand
51%
50%
40%
30%
27%
34%
20%
10%
0%
Digitally-driven
In-store Revenue
21%
6%
17%
2014
2020E
S-Curve
E-commerce Revenue
Source:
ContactLab Simulation
Revenues from Digital Playground (% Total Worldwide Retail Revenues, 2014-2020E)
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
12
MISURIAMO COSTANTEMENTE LA ROADMAP DIGITALE DEI MAGGIORI BRAND DEL LUSSO
Source:
ContactLab Analysis
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
13
LA TERZA EDIZIONE DEL REPORT «DIGITAL FRONTIERS» È DISPONIBILE ONLINE
http://bit.ly/DF2020
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
14
GRAZIE
MASSIMO FUBINI
@massimofubini
[email protected]
www.contactlab.com
This document is the intellectual property of ContactLab and was created for demonstration purposes only.
It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
15