The E-Commerce reference index based on the eShopper journey

The E-Commerce reference index based on the eShopper journey
eShopper Index® 2015
March 18th, 2015

Table of contents
©iVentures Consulting 2015
1. 2015 eShopper Index
2. Executive summary
3. Rankings
4. Performance analysis of the eShopper experience: key figures, key
learnings, best and worst practices
2

Table of contents
3. Rankings
3

What is the eShopper Index?
The E-Commerce reference Index based on the eShopper journey
Analyze and rank performances all along the customer
journey (before, during and after purchase).1
Cover 14 sub-steps of the customer journey through over
250 criteria.2
Provide cross sector comparisons through over 111
American and European companies.3
Identify best practices on all these sub-steps including
online marketing and omnichannel.4
ANALYZED CHANNELS
Website Mobile
Customer service Social platforms
THE ONLY INTERNATIONAL INDEX TO:
OmnichannelOnline marketing
4

An analysis all along the customer journey
250 criteria on 14 sub-steps, before, during and after the purchase
Social media Mobile User Interface Content
marketing
Product page
Omnichannel
Sales funnel Customer service Newsletter
Customer
account
Communication
emails
Delivery
& package
Return
& refund
©iVentures Consulting 2015 5
Online marketing
& personalization
BEFORE
PURCHASE
DURING
PURCHASE
AFTER
PURCHASE
1 2 3 4 5
6 7 8
9 10 11 12 13 14
For each analyzed player:
•  We order several products and then send them back.
•  We contact customer service through each possible channel (phone, mail, chat, click to call and social platforms).
•  We analyze the customer journey through 250 criteria along 14 sub-steps.

Breakdown of the 111 players
Strong focus on Fashion, Luxury and Perfumes & Cosmetics sectors
40%
19%
18%
14%
10%Others*
Multi-sector
Perfumes & Cosmetics
Luxury
Fashion
* Other sectors: Electronics, Books, Toys, Design & Furniture

111 analyzed e-commerce players
3 Suisses Darty Jimmy Choo Prada
Adidas Décathlon John Lewis Puma
Amazon Dell Justfab Ralph Lauren
American Apparel Dior Parfums Kate Spade Saint Laurent
Apple Dolce & Gabbana Kiehl's Saks Fifth Avenue
Argos E.L.F. Kiko Cosmetics Sarenza
Asos Esprit L'Oréal Paris Sears
Auchan Estée Lauder Lacoste Selfridges
Baccarat Etam Lancôme Sephora
Barnes & Noble Everlane La Redoute Shiseido
Barneys New York Fab Levi's Swarovski
Benefit Cosmetics Farfetch Longchamp Target
Bestbuy Feelunique Louis Vuitton Tiﬀany
Biotherm Fnac Mac Tommy Hilfiger
Bonobos Foot Locker Macy's Tory Burch
Bloomingdale Galeries Lafayette Marc Jacobs Topshop
Boots Gap Marionnaud Toys"R"us
Burberry Gilt Marks & Spencer Urban outfitters
C&A Giorgio Armani Menlook Vente-privée
Calvin Klein Gucci Michael Kors Vestiaire Collective
Carrefour Guerlain Mytheresa Walgreens
Cartier H&M Neiman Marcus Walmart
Celio Harrods Nasty Gal Yoox
Chanel Hermès Net A Porter Yves Rocher
Christian Louboutin Homebase Nike Zalando
Clarins Hugo Boss Nocibe Zappos
Clinique Ikea Nordstrom Zara
Coach J.Crew Pixmania
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
NEW
7

Table of contents
3. Rankings
8

Top 20
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
9
Retailers are the winners. brick & clicks take their revenge
•  All top 5 players are retailers. There is no brand (Vs. 1
brand in 2014). 3 players in the top 5 are brick &
clicks (Vs. 1 brick & click in 2014). Zappos and Net A
Porter are the only players that stayed in the top 5. And
they are … pure players.
•  Zalando, Amazon and Gap have left the Top 5.
WHAT THE TOP 5 TELLS US
•  Retailers tend to confirm their strengths: 80% of the top
20 players are retailers (Vs. 48% of the total analyzed
players). Only 20% of the top 20 players are brands.
This 80/20 ratio was also observed in 2014.
•  Bricks and clicks remain strong Vs. pure players: 65%
are bricks and clicks, 35% are pure players.
WHAT THE TOP 20 TELLS US

US / Europe take away
•  US and European players are equal in the Top 20
ranking: 10 US players are in the Top 20. 10 European
players are in the Top 20 (4 FR, 5 UK, 1 German).
•  European players tend to be better in providing:
-  Delivery options to their customers (62% of European
players provide 2 or more delivery options to their
customers Vs. 36% for US).
-  Pick up at home for product return (36% of European
players Vs. 23% for US).
-  QR code scan through mobile App (30% of European
players with stores Vs. 14% for US).
-  Click & Collect in store (42% of European players with
stores Vs. 36% for US).
-  Reserve & Collect in store (12% of European players with
stores Vs. 6% for US).
-  Editorial & tips sections (63% of European players with
stores Vs. 34% for the US).
•  US players tend to be better in providing:
-  Free delivery with or without minimal amount (94% of US
players Vs. 68% for Europe).
-  Longer window for product return (47% of US players allow
product return after 30 days Vs. 11% for Europe).
-  Wider availability of customer service: 80% of US players’
customer service are available on Sundays (Vs. 31% for
Europe), 78% are open after 8PM (Vs. 25% for Europe) and
58% are available 24/7 (Vs. 11% for Europe).
-  Personalization of website (17% of US players Vs. 9% for
Europe)
-  More return in store (67% of US players with stores Vs.44%
for Europe).
-  More exchange in store (56% of US players with stores Vs.
42% for Europe)
-  In-store product availability feature on the site (42% of US
players with stores Vs. 37% for Europe).
-  Barcode scan through mobile App (36% of US players with
stores Vs. 30 % for Europe).
-  In-store features on mobile such as information, maps and
promotional oﬀers once shopper is in store (14% of US
players with stores vs. 0 to 2% in Europe).
-  Online magazines and blogs (66% of US players with stores
Vs. 58% for Europe) and inspirational images (60% of US
players with stores Vs. 44% for Europe).
10
US players still dominate in the implementation of innovative features

Sectors take away
Some strengths & weaknesses in each sector
•  As in 2014, the Fashion sector emerges as the winner (50% of the top 20), followed by Multi-sector players such as
John Lewis, Amazon, Macy’s (20% of the top 20) and Luxury players (4 players in the top 20).
•  There is potential optimization in Electronics (1 player in the top 20) and Perfumes & Cosmetics players (1 player in
the Top 20).
•  Inspirational images, blogs and online magazines
•  Sophisticated merchandising
ST REN GT HS WEAKNESSES
F a s h i o n
M u l t i - s e c t o r
•  M-commerce App
•  Personalization on website and mobile
•  Product return time
•  Reassuring information on the site (about delivery, return etc.)
•  Omnichannel features (return in stores, click and collect,
connected devices in store)
•  Quality of multiproduct presentation
•  Highlight of online help
•  Quality of the package
•  Omnichannel features (connected devices in stores…)
L u x u r y
•  Inspirational images, blogs and online magazines or blogs
•  Sophisticated merchandising
•  Highlight of online help and reassuring information (about
delivery, return etc)
•  M-Commerce App
•  Authorized time frame for product return
•  Omnichannel features (Click and collect, return in stores,
connected devices in store)
•  Editorial tips/ content
P e r f u m e s &
C o s m e t i c s
•  M-Commerce App
•  Free product return
•  Omnichannel features (click and collect and return in stores)
O t h e r s
( E l e c t r o n i c s ,
B o o k s , … )
•  M-commerce App
•  Reassuring information on the site (about delivery, return etc.)
•  Omnichannel features (return in stores and click and collect…)
•  Quality of multiproduct presentation
•  Highlight of online help

E-Commerce ecosystem evolution
New design and new features don’t always mean a better ranking
57%24%
19%
New website
Some changes
No changes
•  46% of the analyzed players have a specific
UI for the US and Europe.
•  The trend points to an increased number of
region-specific UIs (+ 30% in 1 year).
E-Commerce ecosystem evolution in 1 year
46%54%
Specific UI Same UI
+30%
In 1 year-30%
In 1 year
12
•  81% of the analyzed players have partially
changed (24%) or totally changed (57%)
their website in the last 12 months.
•  However, 56% of these players have
decreased their rankings in the eShopper
Index.
•  Many companies tend to focus on design
rather than satisfy eShopper’s basic
expectations (reassurance, omnichannel
services etc.).

6 trends emerge from the eShopper Index
13
Mobile
Content
marketing
•  M-Commerce App is now a reality with 50% of the players with an iOS app (+6% Vs. 2014) and 37%
on Android (+0% Vs. 2014).
•  Mobile innovations mainly concern In-store features such as payment, special oﬀers to be
redeemed in store, In-store information (map, news, events …), contact a sales person etc.
•  Some players are more and more transparent about product’s components (Saks, Burberry,
Kiehl’s , Sephora etc…), country of origin (Zappos, Burberry, Gucci etc.) and pricing (Everlane’s
positioning “Customers have the right to know what their products cost to make”).
•  New features and contents are product video (32%) and availability of the product in store (30%).
Product page
•  Content marketing (inspirational images, editorial/ tips section(s) and online magazine or blog) is
key to generate eShop traﬀic. More than 50% of the analyzed players create Content marketing.
•  Inspirational images (Coach, Burberry etc.) and brand online magazines and blogs (such as Style
insider magazine by Harrods, etc.) are a priority in Luxury and Fashion sectors.
•  Perfumes & Cosmetics tend to prefer beauty tips (Lancôme, L'Oréal Paris, Shiseido etc.)
•  Retailers focus on reviews, recommendations and tips to customers through a consumer magazine
or section (Auchan and Fnac).

6 trends emerge from the eShopper Index
Omnichannel
•  Omnichannel services such as Click & Collect (39% of players with stores), Return in store (52%) and
Exchange in store (48%) are still must have, but less than half of the players have implemented
these features.
•  Omnichannel innovations concern features and services such as Book an appointment in store
(19%), Reserve & collect (9%), Connected devices in store to check product availability and / or
place an order (9%) as well as In-store mobile features (ie. Mobile p13).
•  Personalization based on purchase and browsing remains among the top trends, even though it is
rarely proposed. It appears mostly on websites (13%), and remains rare on newsletters (8%) and
mobile (4%)
•  Electronics and Multi-sector players are the most active (Amazon, Best Buy, Fnac, 3 Suisses etc.).
American players are the most advanced, especially Amazon that continues to enjoy its first mover
advantage.
Online marketing
& personalization
14
Delivery
•  New and faster delivery options tend to appear: 1-hour delivery (Amazon in NYC and Everlane in San
Francisco), 3-hours delivery (Hermès in Paris), Amazon Locker in the US, Click and collect in 1 hour
(Fnac), Reserve & collect in 1 hour (Barnes & Noble) etc.

2015 Winners
+66*
Vs. 2014
Website partially
changed
Biggest jump
+115*
15
#1
#7
Out of 111
New website
Out of 111
* In the eShopper Index 2014, Saks’ ranking was 67 out of 130 analyzed players and 3 Suisses’ ranking was 122 out of 130.

2015 Losers
#111*
out of 111
New website
Worst crash
-65*
16
#90
out of 111
New website
Flop
* In the eShopper Index 2014, Prada’s ranking was 126 out of 130 analyzed players and Sears’ ranking was 25 out of 130.

Table of contents
3. Rankings
17

Overall Ranking
The eShopper customer journey is overall
smooth from start to follow up.
Champion
The eShopper customer journey is nearly
perfect but still shows some breaches.
Challenger
The purchase can be made but there are real
breaches in the customer journey despite
some very carefully carved steps.
Diligent
Too many breaches in many steps of the
eShopper customer journey.
Feeble
Top 10 11 to 50
51 to 100
18
Identification of 4 major categories
101 to 111

Overall Ranking
Rank ‘15 Company name Vs. ‘14 HQ Category
Performance Score
/100Before During After
1 SAKS FIFTH AVENUE +66 USA Champion 81.31
2 ZAPPOS +0 USA Champion 80.74
3 JOHN LEWIS +15 EUR Champion 80.70
4 NET-À-PORTER +0 EUR Champion 79.55
5 NEIMAN MARCUS +83 USA Champion 79.51
6 BURBERRY +27 EUR Champion 79.30
7 3 SUISSES +115 EUR Champion 78.45
8 KATE SPADE +5 USA Champion 78.32
9 NORDSTROM -1 USA Champion 77.55
10 HARRODS +4 EUR Champion 77.49
11 ASOS +15 EUR Challenger 76.41
12 SEPHORA +0 EUR Challenger 75.95
13 ZALANDO -12 EUR Challenger 75.61
14 FNAC +6 EUR Challenger 75.22
15 AMAZON -12 USA Challenger 74.29
16 MACY’S +14 USA Challenger 74.28
17 TARGET -6 USA Challenger 74.22
18 SARENZA -2 EUR Challenger 74.18
19 RALPH LAUREN -9 USA Challenger 73.86
20 NIKE +9 USA Challenger 73.72
19
Smooth eShopper journey. Needs little improvements
Few breaches in the eShopper journey. Needs some improvements
Many breaches in the eShopper journey. Room for improvements

Overall Ranking
Performance Score
21 SELFRIDGES & CO +28 EUR Challenger 73.68
22 MARKS & SPENCER -13 EUR Challenger 73.53
23 LA REDOUTE -4 EUR Challenger 73.35
24 DARTY +30 EUR Challenger 73.21
25 J.CREW +73 USA Challenger 73.18
26 WALMART +2 USA Challenger 73.01
27 MENLOOK / EUR Challenger 72.74
28 LOUIS VUITTON +30 EUR Challenger 72.73
29 FAB -22 USA Challenger 72.63
30 TOYS’R’US +34 USA Challenger 72.40
31 COACH +28 USA Challenger 72.37
32 TORY BURCH -11 USA Challenger 72.11
33 SWAROVSKI +68 EUR Challenger 71.96
34 BLOOMINGDALE’S -17 USA Challenger 71.73
35 GALERIES LAFAYETTE / EUR Challenger 71.51
36 JIMMY CHOO / USA Challenger 71.50
37 FOOT LOCKER / USA Challenger 71.49
38 BEST BUY +34 USA Challenger 71.48
39 FARFETCH +23 EUR Challenger 71.47
40 TIFFANY & CO +10 USA Challenger 71.22
20

Overall Ranking
Performance Score
41 CLARINS -19 EUR Challenger 71.11
42 BARNEYS NEW YORK +36 USA Challenger 71.07
43 MARIONNAUD +52 EUR Challenger 71.02
44 CLINIQUE -29 USA Challenger 70.97
45 MICHAEL KORS +38 USA Challenger 70.92
46 YOOX -14 EUR Challenger 70.49
47 ESTEE LAUDER -13 USA Challenger 70.41
48 LACOSTE -42 EUR Challenger 70.19
49 H&M -22 EUR Challenger 70.12
50 BARNES & NOBLE -19 USA Challenger 70.05
51 ADIDAS -27 EUR Diligent 69.95
52 GAP -47 USA Diligent 69.89
53 ZARA +3 EUR Diligent 69.09
54 BONOBOS -9 USA Diligent 68.86
55 DECATHLON -13 EUR Diligent 68.75
56 GIORGIO ARMANI +63 EUR Diligent 68.47
57 EVERLANE / USA Diligent 68.10
58 BIOTHERM / EUR Diligent 67.89
59 JUSTFAB -21 USA Diligent 67.68
60 BENEFIT COSMETICS -3 USA Diligent 67.41
21

Overall Ranking
Performance Score
61 MYTHERESA -26 EUR Diligent 67.27
62 MARC JACOBS -9 USA Diligent 67.18
63 L’OREAL PARIS +8 EUR Diligent 66.76
64 NASTY GAL -1 USA Diligent 66.72
65 YVES ROCHER -19 EUR Diligent 66.49
66 ESPRIT +10 EUR Diligent 66.28
67 LEVI’S -30 USA Diligent 66.11
68 CHANEL -29 EUR Diligent 65.98
69 CELIO -18 EUR Diligent 65.90
70 DELL +26 USA Diligent 65.88
71 URBAN OUTFITTERS / USA Diligent 65.74
72 NOCIBÉ +10 EUR Diligent 65.68
73 ETAM / EUR Diligent 65.66
74 WALGREENS / USA Diligent 65.65
75 SHISEIDO / ASIA Diligent 65.61
76 PIXMANIA -3 EUR Diligent 65.58
77 BOOTS / EUR Diligent 65.29
78 ARGOS +19 EUR Diligent 65.19
79 AMERICAN APPAREL -2 USA Diligent 64.53
80 MAC COSMETICS -28 USA Diligent 64.51
22

Overall Ranking
Performance Score
81 FEELUNIQUE / EUR Diligent 63.74
82 KIEHL’S / USA Diligent 63.71
83 TOPSHOP -8 EUR Diligent 63.63
84 PUMA - 36 EUR Diligent 63.02
85 VESTIAIRE COLLECTIVE -5 EUR Diligent 63.01
86 AUCHAN -63 EUR Diligent 62.67
87 GILT -51 USA Diligent 62.60
88 HUGO BOSS -48 EUR Diligent 62.31
89 HERMES -2 EUR Diligent 62.29
90 SEARS -65 USA Diligent 62.03
91 CHRISTIAN LOUBOUTIN / EUR Diligent 61.34
92 KIKO COSMETICS / EUR Diligent 60.96
93 CARTIER / EUR Diligent 60.73
94 HOMEBASE +24 EUR Diligent 60.66
95 APPLE -29 USA Diligent 60.37
96 DIOR PARFUMS +21 EUR Diligent 60.34
97 LONGCHAMP -5 EUR Diligent 60.12
98 TOMMY HILFIGER -28 EUR Diligent 59.39
99 E.L.F. / USA Diligent 58.54
100 DOLCE & GABBANA +23 EUR Diligent 57.97
23

Overall Ranking
Performance Score
101 IKEA +28 EUR Feeble 57.89
102 GUCCI -8 EUR Feeble 57.48
103 BACCARAT -17 EUR Feeble 54.28
104 SAINT LAURENT +5 EUR Feeble 53.56
105 GUERLAIN -20 EUR Feeble 53.55
106 CALVIN KLEIN -41 USA Feeble 51.29
107 C&A / EUR Feeble 49.68
108 VENTE PRIVEE -3 EUR Feeble 49.11
109 CARREFOUR -2 EUR Feeble 46.99
110 LANCÖME -8 EUR Feeble 46.38
111 PRADA +15 EUR Feeble 42.47
24

Fashion ranking
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
25
60% of the top 10 players are pure players

Luxury ranking
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
26
Among the top 10 players, 4 US and 4 UK companies

Perfumes & Cosmetics ranking
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
27
Among the top 10, 30% US companies , 70% French companies

Multi-sector ranking
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
28
For the 1st time since 2013, the top multi-sector player is a brick & click

6
7
8
9
10
11
Others ranking*
1
2
3
4
5
Among the top 5, 3 US companies and 2 French companies

Omnichannel ranking*
1
2
3
4
5
6
7
8
9
10
Among the top 10, 9 retailers and only 1 brand
* 82 of the 111 analyzed players have physical stores

Table of contents
3. Rankings
4. Performance analysis of the eShopper experience – key figures, key
31

Performance analysis of the eShopper journey
Omnichannel
Online marketing
& personalization
Before purchase During purchase After purchase
32

Omnichannel
Online marketing
& personalization
During purchase After purchaseBefore purchase
33

1st step of the eShopper purchasing process
Evaluate & Consider
•  Determined
•  Unsure
PR OFIL E
•  Look for information &
inspiration
•  Browse
•  Compare
•  Form an opinion
•  Evaluate options and offers
INT ENTI ON
•  Clarity
•  Transparency
•  Inspiration
•  Advices & tips
•  Efficiency regarding time
spent
•  Similar experience to shop
window
NEEDS
•  Price
•  Best offer
•  Added value
•  Customer Experience
•  Easy to use
KPI
34

5 sub-steps under scrutiny
BEFORE PURCHASE
Mobile
Content marketing
Social media User Interface
Product page
35

BEFORE PURCHASE
Mobile
Content marketing
User Interface
Product page
Social media
36

KEY INSIGHT
Key figures
99% 95% 100%
74%
86% 89% 91%
0%
25%
50%
75%
100%
Facebook Twitter Youtube Instagram Blog Pinterest Google+
Presence on social media platforms
Main activities on Facebook and Twitter
+23%
+12%
SOCIAL MEDIA
45%
33%
85%
74%70%
95%
0%
25%
50%
75%
100%
Facebook Twitter
Special offers / Deals
Product highlight
Customer service
•  Even as a ghost town, Google + remains an efficient
SEO/SEM tool. Brands are attracted by the free Google
search highlight of their Google + posts.
•  Instagram and Pinterest are the best inspirational social
platforms to highlight and stage products.
•  Facebook and Twitter are mainly used to highlight
product and as customer service channels.
Communication on special offers and deals is not
frequent.
Google + and Instagram share the best growth
in brand presence over 1 year
37
+0%
+1%
+2%
+12%
+12%
+4%
+23%

Key learnings
SOCIAL MEDIA
•  Presence on Facebook, Twitter, Youtube Pinterest, Instagram
and Google+.
•  Usage as a marketing tool on FB, Twitter, Youtube to highlight
products with links to the eShop.
•  Usage as a marketing tool on Instagram and Pinterest to
highlight inspirational images of products (with links to the
eShop for Pinterest).
•  Usage as a free SEO/ SEM tool on Google+ to highlight posts on
search results.
•  Usage as a Customer service tool on Twitter to respond to any
customer enquiries.
BA SICS DIFFERENTIATORS
GOODIES
•  Contests.
•  Social games.
•  Interactive quizzes.
Example of Kate Spade’s
post on Facebook
•  Usage as a marketing tool on Facebook and Twitter to highlight
deals, special oﬀers and exclusivities with links to the eShop.
•  Usage as a Customer service tool on Facebook to respond to
customer enquiries.
38

Best practice
SOCIAL MEDIA
PROMOTION OF THE KATE SPADE’S LIFESTYLE
•  Facebook (2M likes)
-  Mainly used as a marketing tool to highlight new
products, style and food guides, special oﬀers as
well as a customer service tool to respond to
customer enquiries.
-  “Facebook Exclusive” section to introduce
special products from Kate Spade and contests.
•  Twitter (797K followers)
-  Mainly used as a marketing and customer
service platform; very active account.
•  Youtube (6K subscribers, 2.5M views)
-  Video channel with product, lifestyle and
campaign videos, guest stars, fashion advices,
food tips and behind the scenes footage, etc.
•  Instagram (977K followers)
-  Highlight of products and inspirational images
to promote the Kate Spade lifestyle.
•  Pinterest (243K followers)
-  Rich in products, lifestyle and inspirational
content driving traﬀic to the eShop.
•  Google + (6K followers)
-  Highlight of products and inspirational images,
as well as fashion videos and tips.
Example of Kate Spade’s post on Facebook
39
Kate Spade’s Pinterest

Best practice
SOCIAL MEDIA
Source : Milky, Dec. 2013
CUSTOMER ORIENTED SOCIAL MEDIA STRATEGY
WITH OFFERS, EDITORIAL & CUSTOMER SERVICE
40
•  Facebook (23M likes)
-  Mainly used as as a marketing tool to highlight
new products and oﬀers as well as a customer
service tool to respond to customer enquiries.
•  Twitter (1.57M followers)
-  Mainly used as a marketing and customer
service tool.
•  Youtube (62K subscribers, 26M views)
-  Video channel featuring promotional and
lifestyle tips
•  Instagram (608K followers)
-  Highlight of products and inspirational images.
•  Pinterest (270K followers)
-  Very rich in products, lifestyle and inspirational
content driving traﬀic to the eShop
•  Google + (530K followers)
-  Highlight of products and promotions
Example of
Target’s post
on Facebook
Target’s
YouTube video
channel

Worst practice
SOCIAL MEDIA
•  Choice not to use social platforms for the Apple Store
to highlight Apple’s products and answer to customer
queries.
-  Empty Facebook page.
-  Empty Twitter account.
-  No Instagram account.
-  A fake Pinterest account highlighting Apple’s
products and performances as well as
competitors’ products and industry news.
-  Only a rich Youtube video channel with product
and service videos, campaigns and event
reports.
Apple’s Facebook page
41
NO SOCIAL COMMERCE ACTIVITY
Apple’s Fake Pinterest account

BEFORE PURCHASE
Content marketing
User Interface
Product page
42
Social media Mobile

KEY INS IGHT
Key figures
91%
51%
37%
0%
20%
40%
60%
80%
100%
Mobile version iOs App Android app
+4%
in 1 year +6%
in 1 year +0%
in 1 year
Mobile version Vs. M-Commerce App
55%
24%
87%
30%
82%
51%
39%
5%
80%
25%
55%
37%
0%
25%
50%
75%
100%
Fashion Luxury Multi-sector Perfumes &
Cosmetics
Others* All sectors
iOS app Android App
M-Commerce app by sector
51%of all
players have a M-
Commerce app on
iOS
MOBILE
Most players have a mobile version of their E-Commerce website (+4% Vs. 2014).
Only half of the players provide M-Commerce Apps on iOS (+6% Vs. 2014) , and a third on Android (+0% Vs. 2014).
Only a minority of the Perfumes & Cosmetics and Luxury players provide M-Commerce Apps.
43

Key figures
The 5 top M-Commerce features & services
MOBILE
1.  Notifications
2.  Highlight of Special offers & deals
3.  Store locator
4.  Barcode scan
5.  Editorial/ Tips section and Loyalty program module
44
70%
39%
65%
11% 9% 11%
4%
14%
47%
32%
16%
91%
39%
0%
20%
40%
60%
80%
100%
Special offers,
deals, etc.
Editorial/ Tips
section
Store locator Book
appointment
In-store info
(news, events
…)
In-store offers Contact a sales
person in-store
Payment Barcode scan QR scan Product scan Notifications Loyalty
program
M- Commerce app features & services
Players tend to provide eShoppers with more and more in-store features such as payment, special offers to be redeemed
in store, In-store information (store internal map, news, events …) and contact a sales person.

Key learnings
MOBILE
•  User-friendly mobile version of the E-Commerce site including:
-  A store locator (for players with stores).
-  Highlight of special offers & deals (except in Luxury).
-  Highlight of products.
•  User-friendly M-Commerce app on iOS including:
-  A store locator (for players with stores).
-  A barcode scan (for players with stores).
-  Special offers & deals (except in Luxury).
-  Notifications to inform eShoppers about new arrivals,
new collections, special offers, events etc.
GOODIES
Macy’s M-Commerce app
•  User-friendly M-Commerce app on Android.
•  M-Commerce app including:
-  Content marketing & tips.
-  Personalized contents & offers.
-  Book an appointment in store.
-  A loyalty program module.
-  In-store features such as QR code scan, payment, In-
store information & events, special offers to be
redeemed and possibility to contact a sales person.
45
•  Product scan on M-Commerce app (from advertising or product
itself) through augmented reality to get more information about
a product and / or for visual search to see similar products in
the eShop

Best practice
EXCELLENT IN-STORE MOBILE SHOPPING
EXPERIENCE
Mobile website
•  Well adapted and easy-to-use mobile website.
M-commerce app on iOS and Android
•  eShop
-  Store and manage oﬀers and payment options
all in one place with “My Wallet”.
-  Image search: take or upload a photo and search
among thousands of products online to find
similar products.
•  Store locator
-  Search by city and zip code.
-  Address, opening hours, available services
-  Notifications received when the closest store is
open or closed.
•  Omnichannel
-  Check the in-store availability of a product
-  Book an appointment for exclusive advice.
-  Scan barcodes and QR codes for more
information about products or promotions.
-  Mobile oﬀers to be redeemed in store.
-  Indoor information and turn-by-turn mapping
navigation.
Macy’s M-Commerce home page & product review
46
Macy’s image search feature
MOBILE

Best practice
ADVANCED MOBILE LOYALTY PROGRAM MODULE
Mobile website
•  Well adapted and easy-to-use mobile website.
M-commerce app on iOS and Android
•  eShop
-  3 ways to shop: discovery or reorder, from shop
recommendations (Sephora tips & highlights) and
shop inspirations (looks, tutorials etc.).
-  Search by map or list, zip code and city.
-  Address, opening hours, beauty services available
and beauty tests.
•  Omnichannel
-  Check the in-store availability of a product
-  Shop in store: barcode scan to obtain information,
ratings and reviews for any product.
-  Ability to book an appointment in store for advice.
-  Ability to flash the “beauty insider” card (loyalty
card) to earn and redeem points in store, save it to
use in-store, keep track of account status and get
exclusive oﬀers, products and promotions.
-  In-store notifications on current oﬀers.
-  Payment in store via Apple Pay in all Bay Area
stores and the Lexington store in NYC.
Sephora to go’s M-Commerce app home page
47
Sephora to go’s loyalty card (Beauty Insider)
MOBILE

Worst practice
•  No mobile version of the website: redirects eShoppers
to the current website version, very long to load and not
adapted to a discovery and shopping experience.
•  No M-Commerce app.
48
NO MOBILE INITIATIVE
MOBILE
Guerlain.com on mobile

BEFORE PURCHASE
Content marketing Product page
49
Social media Mobile User Interface

Key figures
Quality of the user interface
(Simplicity, responsiveness, readability)
Players tend to develop more and more user interfaces that diﬀer the US and in Europe (2015 vs. 2014).
High quality UI is now provided by most players. However, highlighting of customer service and reassuring information
such as delivery, return etc. remains rare.
50
32%
46%
22% Very easy
Easy
Diﬀicult
European UI Vs. American UI Reassurance
31%
23%
82%
0%
30%
60%
90%
Permanent visibility &
highlight of customer
service from any page
Permanent visibility &
highlight of reassuring
information*
Presence of an online help
USER INTERFACE
KEY INS IGHT
80%of players
provide a good
quality user
interface
46%54%
Specific UI
Same UI
+30%
In 1 year
-30%
In 1 year
* Payment, delivery, return etc.

Key figures
USER INTERFACE
51
Quality of landing pages by sector
55%
43%
0% 0% 0%
30%
45%
57%
100% 100% 100%
70%
93%
81%
93%
65%
91%
86%
0%
20%
40%
60%
80%
100%
Fashion Luxury Multi-sector Perfumes & cosmetics Others* All sectors
Sophisticated merchandising / multiproduct presentation Basic merchandising / multiproduct presentation Filters
Fashion and Luxury are the only sectors to have a sophisticated merchandising on their landing pages
Filters are proposed by all sectors but more rarely in Perfumes & Cosmetics.

Key learnings
USER INTERFACE
•  Fast navigation bar covering 3 levels of information: access to all
departments, categories and sub-categories all along the
customer journey.
•  Home page highlighting oﬀers, new products, collections etc.
•  Landing page with basic merchandising, and smart filters
including product category, price, color, size, …
•  Easy-to-use search engine with pre-suggestions and quality
results and smart filters.
•  Store locator, easy-to-find and to use with search by city and zip
code, basic information on each store (address, opening hours,
amenities, etc...).
•  Presence of online help or FAQ.
John Lewis’
navigation bar
•  Inspirational images highlighted on home page (New arrivals,
New collection, Shop now, …).
•  Landing page with sophisticated merchandising staging
product in more inspirational style.
•  Personalized product recommendations based on previous
browsing and purchases.
•  Permanent visibility and highlight of Customer service and
reassuring information about delivery, return etc. from any
page.
•  List of viewed items available all along the customer journey.
•  Store locator, easy-to-find and to use with richer content for
each store (photos, store-specific events and promotions,
available product categories, etc.).
52

Best practice
•  Navigation
-  Highlight of new arrivals, top sellers, etc., and
get inspiration and advice from the home page.
-  Very easy-to-use navigation bar with direct
access on roll over to sections/ departments,
product categories and sub-categories.
-  Intuitive search engine with sophisticated filters.
•  Landing page merchandising
-  Price match section where customers can check
how much they will save compared to
competitors’ prices.
-  Presence of sophisticated filters and product
reviews on the landing page.
-  Visibility of last-viewed products and
recommendations based on previous browsing.
-  Maps and directions, opening hours and events.
-  Click & collect information available.
•  Reassuring information
-  Permanent visibility and highlight of customer
service from any page.
-  Permanent visibility and highlight of reassuring
information (delivery, return etc.).
-  Presence of online help / FAQ.
John Lewis’ home page
53
John Lewis’ navigation bar
USER INTERFACE
FRIENDLY & REASSURING USER INTERFACE

Best practice
FRIENDLY & REASSURING USER INTERFACE
•  Navigation
-  Very easy-to-use navigation bar with direct
access on roll over to sections/ departments,
product categories and sub-categories.
-  Highlight of new collections, best sellers,
currents best oﬀers, top sellers, top oﬀers on the
homepage.
-  3 clicks from home page to product presentation
page.
-  Personalized product recommendations based
on previous browsing and purchases.
-  Presence of an intuitive search engine with
sophisticated filters.
•  Landing page merchandising
-  Sophisticated landing page with filters available
-  Possibility to change the color of a product and
get a quick product view from the landing page.
-  Permanent visibility and highlight of customer
service from all pages.
-  Permanent highlight of reassuring information.
-  Presence of online help and FAQ.
3 Suisses’ home page
54
3 Suisses’ navigation bar
USER INTERFACE

Worst practice
•  User interface not intuitive & slow navigation process
-  Needs to go back to the menu icon to access the
navigation bar.
-  Requires too many clicks to access to sections,
product categories and subcategories then
product (5 clicks from pre-home page to product
page).
•  No reassuring information about
-  Customer service.
-  Delivery, return etc.
55
USER INTERFACE NOT FRIENDLY AND NOT
REASSURING
USER INTERFACE
Prada’s pre-home page
Prada’s e-store home page with a step by step
navigation

BEFORE PURCHASE
Product page
56
Content marketing

KEY INS IGHT
Key figures
65%
50%
61%
0%
20%
40%
60%
80%
Inspirational images (campaign,
lifestyle, still life, etc.)
Editorial /tips section(s) Online magazine or blog
Main Content marketing activities
Content marketing activities by sector
65%of players
inspire their
customers through
images staging their
products
Luxury, Fashion, Perfumes & Cosmetics are the most active sectors using Content marketing through inspirational
images, Editorial/ tips section(s) and online magazine or blog to inspire and advise customers and generate traﬀic to
eShop.
57
91%
86%
27%
40%
0%
65%
57%
33% 33%
75%
36%
50%
64% 62% 60%
55%
64% 61%
0%
20%
40%
60%
80%
100%
cosmetics
Others* All sectors
Inspirational images (campaign, lifestyle, still
life etc.)
Editorial /tips section(s)
online magazine or blog
CONTENT MARKETING

Key learnings
•  Looks (in Fashion and Cosmetics)
GOODI ES
Shop the shoot on Style
Insider, Harrods’ fashion
magazine
•  Presence of inspirational images (campaign, lifestyle, still life,
etc.) on home and landing pages
•  Presence of Editorial / tips section(s) and highlight on home
page with inspirational images and/ or videos (campaigns,
tutorials, lookbooks etc.) and links to product pages
•  Presence of a brand magazine or a blog with links to product
pages to inspire and/ or advise customers with links to product
pages
58
•  Advices / tests modules with questions
•  Make up app and game (in cosmetics)
CONTENT MARKETING

Best practice
RICH AND INSPIRATIONAL STYLE INSIDER
MAGAZINE
•  Online fashion magazine News
-  News: access to all new fashion and beauty
products, fashion events and in-store events.
-  Top 5: a best-of section with the best new
products.
-  Trends: the best of celebrities fashion, style
personalities and street style pictures.
-  Interviews: celebrities, designers and fashion
personalities.
-  Fashion shows: summaries of fashion shows.
-  Beauty buzz: new arrivals, make-up tips,
tutorials and celebrities’ updates.
-  Fashion shoots: get a quick look at shoots and
shop products.
-  Harrods magazine: a direct link to the store’s
high-end online fashion magazine.
-  Inside the studio: get an insider look at Britain's
most talented fashion designers.
Style Insider Magazine’s home page
59
Shoppable products on the Fashion shoots section
CONTENT MARKETING

Best practice
RICH ONLINE CONSUMER MAGAZINE
•  The magazine “Les conseils de nos experts” (Experts’
tips & recommendations) provided by store experts to
help customers in their shopping experience
-  Covers over 15 categories of Fnac products (from
high tech to comics).
-  Benchmarks similar products.
-  Tests, rates and reviews of products.
-  Video tutorials and tips.
-  Highlight of a selection of best products in every
category.
-  Expert presentations (profile picture, area of
expertise) and published articles.
-  ‘L’Atelier des chefs’: recipes and cooking tip
videos from chefs.
-  ‘Fnac gaming’ : Watch video game shows every
month.
-  Etc.
Fnac’s consumer magazine home page
60
Example of camera ranking made by a Fnac expert
CONTENT MARKETING

Worst practice
•  No consumer sections or magazine with reviews, tips &
recommendations sections provided by experts.
61
NO CONTENT MARKETING STRATEGY
Amazon’s home page
CONTENT MARKETING

BEFORE PURCHASE
62
Content marketing Product page

Key figures
+30%
-30%
PRODUCT PAGE
KEY INS IGHT
Only 39%of
players highlight an
online help feature
on the product
page
93% 91%
97%
52%
84%
32%
89%
30%
59%
39%
82%
55%
52%
48%
89%
47%
70%
0%
20%
40%
60%
80%
100%
Product
qualitative
description
Product
technical
description
High quality
product
images
Multiple view
images of
single product
Product zoomProduct video
(demo, tips
etc.)
Detailed
option list
In-store
product
availability
Highlight of
reassuring
information
(delivery,
return etc.)
Highlight of
Online help
(chat or
customer
service)
Up / cross
selling
Customer
reviews
Customer
ratings
Facebook Like Share on
social
platforms
Share by
email
Add to wish
list
Product page characteristics
The 5 top features & contents of a product page
1.  Good image quality.
2.  Product qualitative description.
3.  Product technical description (specifications, ingredients etc.).
4.  Detailed option list (color, size etc.).
5.  Share on social platforms.
New features and contents are multi angle views of product, product video
and in-store product availability.

Key learnings
PRODUCT PAGE
•  Content:
-  High quality product images.
-  Product qualitative description.
-  Product technical description (ingredients,
specifications etc.).
-  Detailed option list (Size, color etc.).
•  Features:
-  Product zoom.
-  Up / cross selling.
•  Reassuring information:
-  Customer reviews & ratings (except Luxury).
GOODIES
Saks’ product page
•  Content:
-  Multiple view images of single product.
-  Product video (demo, tips etc.).
-  Transparency about products (origin, fabric/
ingredients, pricing etc.)
•  Feature: in-store product availability.
•  Reassuring information:
-  Highlight of delivery, return etc.
-  Highlight of Online help (chat or customer service)..
64
•  Share on social platforms and by email as well as Facebook like.
•  Add to wish list / favorites.

Best practice
RICH AND REASSURING PRODUCT PAGE
•  Merchandising
-  Detailed qualitative and technical product
description.
-  Video of the model wearing the product
automatically played; multi-angle views of the
worn product and zoom to see the texture.
-  Detailed option lists and size guide.
•  Up / Cross selling
-  “Complete the look”.
-  Similar products also seen by other customers.
•  Omnichannel service
-  Check in-store product availability.
•  Social & Wishlist
-  Customers reviews and ratings.
-  Share products on social platforms or via email.
-  Q&A features allowing customers to ask questions
to customers who already bought the product.
-  Add to wishlist.
-  Pop-up live chat with a specialist after a few
minutes spent on the website.
-  Shipping and return information.
-  Customer service and online help always at the
top.
65
Saks’s product page
PRODUCT PAGE

Best practice
RICH AND REASSURING PRODUCT PAGE
•  Merchandising
-  Extremely deep qualitative and technical product
description.
-  High quality pictures with zoom and multi-angle
views of the product.
-  Advice and services related to the product.
-  Ability to compare products.
-  Detailed options list.
•  Up / Cross selling
-  Similar products also seen by other customers.
-  Products ultimately purchased by customers.
-  Related accessories.
•  Omnichannel service
-  Click & Collect.
•  Social & Wishlist
-  Customer reviews and ratings with pros and cons.
-  Add to wishlist.
-  Customer service permanently highlighted.
-  Pop-up live chat to help customers.
Darty’s product page
66
PRODUCT PAGE
Darty’s product
page

Worst practice
•  Limited description and images of the product.
•  No reassurance (customer service, information about
delivery, return etc.).
67
VERY POOR PRODUCT PAGE
Hermes’ product page
PRODUCT PAGE

Omnichannel
Online marketing
& personalization
During purchase After purchaseBefore purchase
68

2nd step of the eShopper purchasing process
Buy
•  Determined
PR OFIL E
•  Place the order
•  Customize the order (present,
diﬀerent delivery…)
•  Get answers to questions if
required
INT ENTI ON
•  Quick and secured payment
•  Intuitive process
•  Reassurance
•  Flexibility
•  Easy experience
NEEDS
•  Step by step process
•  Consistency
•  Customer Service
performance (response rate,
answering time…)
KPI
69

DURING PURCHASE
70
Customer serviceSales funnel Newsletter

DURING PURCHASE
71
Customer service NewsletterSales funnel

Key figures
Length of the sales funnel from shopping
bag to order confirmation
72
56%
31%
13%
Short
Medium
Long
+30%
-30%
Shopping bag content
100%
44%
77%
50%
63%
0%
20%
40%
60%
80%
100%
Order
summary
Delivery time Delivery cost Up/Cross
selling
Promotional
code
SALES FUNNEL
KEY INS IGHT
+40%of players
improved their sales
funnel by reducing
the number of steps
involved
+41%
in 1 year
-30%
in 1 year
-11%
in year
•  Players tend to increasingly simplify the
sales funnel to improve the customer
experience. +41% of the players shortened
it in 1 year.
•  In the shopping bag:
-  Most players provide delivery cost
and promotional code.
-  Only less than half of players
provide the delivery date and up/
cross selling

Key figures
Reassuring information by sector
Free delivery by region
SALES FUNNEL
•  Perfumes & Cosmetics, Fashion and Luxury
players strongly emphasize online help
(delivery, return, etc.).
•  However, the sales funnel for most sectors
lacks in reassuring information.
•  94% of US players provide free delivery
(with/without minimum amount) vs. only
68% of European players.
•  4 players out of 5 propose more than 3
payment options.
Number of payment options
2%
18%
80%
1 mode
2-3 modes
>3 modes
6%
33%
22%
64%
30% 44%
30% 37% 34%
0%
20%
40%
60%
80%
100%
USA Europe All Regions
Free delivery w/o min. amount
Free delivery with min. amount
No free delivery
73
55% 57%
47%
55%
45%
53%
73%
67%
40%
75%
45%
65%
0%
20%
40%
60%
80%
Cosmetics
Others* All sectors
Highlight of reassuring information to encourage purchasing
Highlight of Online help (chat or customer service)

Key figures
Diversity of delivery options by region
SALES FUNNEL
•  Half of players propose more than 2
delivery options. European sites propose
more delivery options (>2 options) than
American sites (64% of US players propose
one delivery mode only).
•  Standard delivery and 24-hour delivery are
the most common options.
•  1 player out of 4 provides pick-up at a
closest location (mainly in Europe).
•  Click & Collect (30% of all players) and
Reserve & Collect (6% of all players) remain
rare.
74
97%
65%
3%
27% 30%
6%
0%
20%
40%
60%
80%
100%
Standard delivery 24H delivery By courier in less
than 4 hours
Pick up at a closest
location
Click & Collect Reserve & Collect
Delivery options
4% 6% 5%
32%
56%
46%
64% 38% 49%
0%
25%
50%
75%
100%
USA Europe All Regions
1 mode
2-3 modes
>3 modes

Key learnings
SALES FUNNEL
•  Constant visibility of the mini shopping bag and number of
items.
•  Shopping bag including the order summary and shipping cost.
•  Free delivery (with minimum amount).
•  At least 2 delivery options: standard and express.
•  At least 3 payment options.
•  Order summary before and after the payment.
•  Gift box and customized message.
Fnac’s sales funnel
•  Short sales funnel in less than 4 pages (customer account not
included).
•  Shopping bag also includes promotional code, up/cross selling
and delivery time.
•  Free delivery (without a minimum amount)
•  Online help (chat or customer service) and reassuring
information (payment, delivery, return etc.) highlighted all
along the sales funnel.
•  Additional delivery options: click & collect, pick-up at a closest
location (Kiala, Amazon Lockers etc.), reserve & collect and
courier in less than 4 hours.
•  Additional payment options: AMEX and Paypal.
•  1 click purchase feature.
75

Best practice
SHORT, CLEAR AND REASSURING SALES FUNNEL Fnac’s shopping bag
76
•  Short sales funnel
-  4 clear and simple steps including identification.
-  Possibility to subscribe to the loyalty program.
-  Presence of an order summary at the payment
step.
-  Gift packaging and message customizable.
•  Shopping bag
-  Visibility of the mini shopping bag all along the
customer journey.
-  Presence of the quantity added, delivery cost,
and promotional code in the shopping bag.
•  Delivery options
-  5 options: Free Click & Collect in store in 1 hour;
Pick-up at a close location; Standard shipping;
Next day shipping; Subscription to Fnac Express
+ (39€/ year) for unlimited delivery in 1 day.
•  Payment options
-  9 payment options including AMEX and PayPal.
-  Presence of reassuring information
(payment, ...).
-  Highlight of customer service and online help;
Display of a pop-up chat after few minutes in the
sales funnel.
Fnac’s delivery options
SALES FUNNEL

Best practice
SHORT, CLEAR AND REASSURING SALES FUNNEL
•  Short sales funnel
-  4 clear and simple steps including identification
with presence of icons.
-  Order summary always available on the right all
along the sales funnel and after payment.
-  Gift packaging and message customizable.
•  Shopping bag
-  Visibility of the mini shopping bag all along the
customer journey.
-  Presence of the quantity added, delivery cost,
and promotional code in the shopping bag.
•  Delivery options
-  4 options: Free Click & Collect in store; Standard
shipping; Next day shipping; International
delivery to 60+ countries.
•  Payment options
-  8 payment options including AMEX and PayPal.
-  Permanent highlight of customer number and
online help.
-  Presence of reassuring information (payment,
delivery, return ....).
Selfridges’ shopping bag
Selfridges’ delivery options
SALES FUNNEL

Worst practice
•  VIP membership program option ($39.95 / month)
already pre-checked by default once in the shopping
bag.
78
PRE-CHECKED VIP MEMBERSHIP OPTION BY
DEFAULT IN THE SHOPPING BAG
Justfab’s shopping bag with pre-checked option by default
SALES FUNNEL

DURING PURCHASE
79
NewsletterSales funnel Customer service

Key figures
Customer service visibility
80
+30%
-30%
Contact means actually used
91% 93%
5%
30%
70%
95%
0%
20%
40%
60%
80%
100%
Phone Email Click to call Chat Facebook Twitter
CUSTOMER SERVICE
KEY INS IGHT
50%of
customer services
departments are
available by phone
on Sunday
•  Customer service sections exist and are
clearly visible most of the time, but rarely
highlighted (only 27% of players highlight
this feature).
•  Twitter, Email and Phone are the most used
means of contact.
•  However 2 out of 3 players do NOT have an
online chat feature and 95% of the players
do not oﬀer click to call.
96%
27%
84%
0%
20%
40%
60%
80%
100%
Presence of a customer service
contact section
Highlight of a customer service
contact section
Clarity of the customer service
contact section

Key figures
Quality of customer service response
•  US players perform far better than
Europeans in terms of customer service
availabilities: 24/7, on Sunday, after 8pm
and in providing a free number.
•  Quality of the customer service response is
the highest by phone (89%), chat (81%) and
click to call (83%). Response by email and
Facebook tend not to be as good (70%), but
still better than on Twitter (40%).
12%
30%
17% 18%
30%
60%
42%
26%
40%
46%
36%46% 44%
83%
42%
24%
4%
0%
20%
40%
60%
80%
100%
Phone Email Click to call Chat Facebook Twitter
Very good
Good
Poor
81
CUSTOMER SERVICE
80% 78%
59%
93%
15%
31%
25%
11%
66%
12%
51%
47%
31%
77%
14%
0%
20%
40%
60%
80%
100%
By phone available
on Sunday
By phone available
after 8pm
By phone - 24/7
availability
Free number Leaving message
outside of opening
hours
USA Europe All regions
Customer service – Availability by region

Key figures
Customer service response time by Email, Facebook and Twitter
•  The response time of the customer service
is better on social platforms (Facebook,
Twitter) as well as click to call and chat.
•  Telephone and email have the worst
response time.
82
CUSTOMER SERVICE
Customer service response time by phone, click to call and chat
49%
17% 21%
49%
33%
43%
2%
50%
36%
0%
20%
40%
60%
80%
100%
Phone Click to call Chat
Time > 30s Time from 10 to 30s Time <10
52%
31%
45%
11%
18%
4%
37%
51% 51%
0%
20%
40%
60%
80%
100%
Email Facebook Twitter
< 4h
4h to 8h
>9h

Key learnings
CUSTOMER SERVICE
•  Presence and clarity of a customer service contact section.
•  Main means of contact: telephone, Twitter, email, Facebook
•  Free telephone number.
•  Availability all week: 8am/ 9am to 6pm/ 7pm.
GOODIES
Burberry’s
contact page
•  The customer service contact section is highlighted all along the
customer journey.
•  Additional means of contact: chat and click to call.
•  Proactive pop-up chat at specific stages of the customer
journey (ie > 1 minute on the Product Page of an expensive
product).
•  More availability:
-  Ideally 24/7.
-  At least after 8pm and on Sunday.
•  Possibility to leave a message outside of opening hours.
•  Satisfaction survey after using Customer Service.
•  Highlight of an online virtual advisor.
83

Best practice
HIGH QUALITY AND EFFICIENT CUSTOMER
SERVICE
•  Presence and clarity of the customer service contact
page.
•  5 ways to contact customer service
-  Phone.
-  Email.
-  Click to call.
-  Chat.
-  Twitter.
•  24/7 availability.
•  Good response quality using all 5 means of contact.
•  Quick response time
-  Phone (24 seconds).
-  Email (1 hour).
-  Chat (5 seconds).
-  Twitter (37 min).
•  Pull-down customer service menu highlighted
providing all customer services
-  Contact section, payment, shipping, returns,
FAQ’s, appointments, live chat, and call me
back.
Burberry’s contact page
Burberry’s click to call
session
CUSTOMER SERVICE

Best practice
HIGH QUALITY AND EFFICIENT CUSTOMER
SERVICE
•  Presence and clarity of the customer service contact
page.
•  5 ways to contact customer service
-  Phone.
-  Email.
-  Chat.
-  Facebook.
-  Twitter.
•  24/7 availability.
•  Good response quality using all 5 means of contact.
•  Quick response time
-  Phone (13 seconds).
-  Email (less than 1 hour).
-  Chat (15 seconds).
-  Facebook (6 hours).
•  Customer service number, live chat and help section
highlighted on the website all along the customer
journey.
Zappos’s FAQ
Zappos’s help
CUSTOMER SERVICE

Worst practice
LOW QUALITY CUSTOMER SERVICE
CUSTOMER SERVICE
Gucci’s only contact mean
•  Customer service can only be contacted by email.
•  No phone number, no chat, no click-to-call, not
possibility to contact the brand via social platforms.
•  Very poor customer service response quality on 2
queries made by email
•  No response received to the first email, requesting
details of return conditions.
•  An email with questions from Gucci received
following our email regarding an issue on an order,
then no response following our second email with
our answers.

DURING PURCHASE
87
Sales funnel Customer service Newsletter

Key figures
Newsletter’s target
Most players can optimize the newsletter subscription process (highlight of subscription, information on newsletter
frequency and content, possible customization). Only 11% of the players provide a personalized newsletter (based on
previous purchases and browsing).
88
17%
83%
Different newsletters for
Customers & Prospects
Same newsletters for both
Newsletter content
23%
42%
35%
5%
71%
0%
20%
40%
60%
80%
Subscription
highlighted on the
site
Customization of
content possible
Content of the
newsletter
mentioned
Frequency
mentioned
Confirmation
received after
subscription
NEWSLETTER
KEY INS IGHT
Only 17%of
players send
different newsletters
to customers and
prospects
Newsletter subscription
85% 88%
11%
0%
30%
60%
90%
Highlight of new
collection/ products
Highlight of special offers/
promotions/ deals
Personalized content
based on previous
purchases or browsing
history

Key learnings
•  Same newsletter for customers and prospects.
•  Receipt of a newsletter confirmation after subscription.
•  Creative newsletter design.
•  Content of the newsletter: highlights of new collection/ products
and special oﬀers/ promotions/ deals.
•  Easy to find the unsubscribe link (both in newsletter and
customer account).
•  Regular mailing schedule (at least once a month, and no more
than once a week).
89
NEWSLETTER
•  Diﬀerent newsletter for customers and prospects.
•  Subscription highlighted on the site .
•  Content and frequency of the newsletter mentioned at the
subscription stage.
•  Customization of the newsletter possible at the subscription
level and / or in the customer account.
•  Personalized content based on previous purchases or browsing
history.
•  Cross-promotion of services (Social platforms, mobile app
etc...).
GOODIES
89
Net-A-Porter’s newsletter
subscription confirmation
•  Interactive newsletter: including interactive medias.

Best practice
RICH AND CUSTOMIZED NEWSLETTER
•  Newsletters received during the data collection period
(September – December 2014).
•  Presence of diﬀerent newsletters dedicated to
customers and prospects.
•  Newsletter subscription
-  Content of the newsletter mentioned.
-  Invitation to customize the newsletter in the
customer account by selecting our favorite
designers.
-  Receipt of confirmation after subscription.
•  Newsletter content
-  New collection and products highlighted.
-  Special oﬀers and promotions highlighted.
-  Good readability and design, in line with the
brand’s image.
-  Cross-promotion of Net-A-Porter’s social media
platforms, customer service, magazine and
customer account.
-  Presence of the unsubscribe link.
Example of Net-A-Porter’s
customized newsletter
dedicated to a customer
Net-A-Porter’s newsletter
subscription confirmation
NEWSLETTER

Best practice
NEAT AND COMPLETE NEWSLETTER
•  Newsletters received during the data collection period
(September – December 2014).
•  Newsletter subscription
-  Content and frequency of the newsletter
mentioned.
-  Content can be customized at the subscription
stage: possibility to select themes (Fashion,
Fragrance & beauty, Watches & Fine Jewelry and
Chanel News).
-  Receipt of confirmation after subscription and a
first newsletter the same day.
•  Newsletter content
-  New collection and products highlighted.
-  Good readability and design in line with brand’s
image.
-  Direct links to social media, customer service,
brand’s magazine and customer account.
-  Presence of settings and unsubscribe links.
Chanel’s newsletter
subscription
confirmation
Example of Chanel
customized newsletter
NEWSLETTER

Worst practice
NO NEWSLETTER RECEIVED
Longchamp’s newsletter subscription form
•  Newsletter subscription available on the website but
very long form to fill out (12 fields).
•  No newsletter was received during data collection
period (September – December 2014).
NEWSLETTER

Omnichannel
Online marketing
& personalization
After purchaseBefore purchase
93
During purchase

3rd step of the eShopper purchasing process
Enjoy the experience
•  Satisfied eShopper
•  Unsatisfied eShopper
PR OFIL E
•  Be reassured that he/she
picked the right product and
the right site
•  Fast and reliable delivery
•  Good after-sales service
•  Continuity of experience
INT ENTI ON
•  Trust
•  Constancy
•  Eﬀectiveness
•  Personalized attention
•  Caring relationship
NEEDS
•  Fulfilled expectations
•  Satisfaction
KPI
94

AFTER PURCHASE
Delivery & Package
Email communication Customer account
Return & refund
95

Delivery & Package
Email communication Customer account
Return & refund
96
AFTER PURCHASE

KEY INS IGHT
Key figures
100%
93%
5%
28%
0%
20%
40%
60%
80%
100%
Order confirmation Shipping confirmation Delivery confirmation Satisfaction survey
Type of emails received
Only 28%of
players send a
satisfaction survey
email
EMAIL COMMUNICATION
97
+30%
-30%
Order confirmation email content
50%
99%
21%
40%
59% 59%
19%
0%
20%
40%
60%
80%
100%
Estimated
delivery date
Quantity and
reference
ordered
Information
or access to
cancellation
conditions
Information
or access to
return
conditions
Access to
order status
Customer
service
highlight and
contact
details
Up/ cross
selling
•  Most companies send 2 communication
emails after the order (order confirmation
and shipping confirmation).
•  Most order confirmation emails give
information on quantity and reference
ordered, access to order status and
customer service details. However, there is
potential for improvement by including
additional information, such as estimated
delivery date, information on return and
cancellation policies, up/cross selling.

Key learnings
•  A minimum of 2 emails: order confirmation and shipping
confirmation.
•  Order confirmation and shipping confirmation emails must
include at least:
-  a summary of the order, amount paid, an estimated
delivery date.
-  an access to the order status.
-  a highlight of the Customer service.
•  Additional emails: delivery confirmation, satisfaction email for
feedbacks or product review & rating, return confirmation, and
reminder for abandoned shopping bag.
•  Order confirmation and shipping confirmation emails can also
include:
-  Information or access to return policy.
-  Information or access to cancellation policy.
-  Up/ cross selling.
-  Cross-promotion of services (Social platforms, mobile
app etc...).
-  Invoice (attachment or direct link to the customer
account).
GOODIES
EMAIL COMMUNICATION
•  Signature of the customer service representative.
Bloomingdale’s
satisfaction email
98

Best practice
COMPLETE AND CLEAR EMAILS
•  3 emails received
-  Good content readability.
-  Design consistent with brand image.
•  1st email - Order confirmation
-  Thank you message.
-  Order summary and estimated delivery date.
-  Access to order status and return & exchange
information.
-  Highlight of newsletter subscription and loyalty
program.
shipping, return etc.) and customer service
number and availability.
•  2nd email - Shipping confirmation
-  Link to track the package.
-  Access to newsletter subscription.
-  Presence of customer service help topics and
reassuring information (return etc.).
•  3rd email - Satisfaction email (order feedback)
-  Invitation to give a feedback on the order.
Example of
Bloomingdale’s order
confirmation email
99
EMAIL COMMUNICATION
Bloomingdale’s
satisfaction email
(order feedback)

Best practice
COMPLETE AND CLEAR EMAILS
Example of Fab’s order
confirmation email
100
EMAIL COMMUNICATION
Fab’s satisfaction email
(product review)
•  3 emails received
-  Good content readability.
-  Design consistent with brand image.
•  1st email - Order confirmation
-  Order summary and estimated delivery date.
-  Access to order status.
shipping etc.) and customer service email.
•  2nd email - Shipping confirmation
-  Link to track the package.
-  Order summary.
shipping etc.) and customer service email.
•  3rd email - Satisfaction email (Product review)
-  Picture of the purchased product.
-  Invitation to write a review of the purchased
product.
-  Presence of reassuring information.
-  Access to social media platforms.

Worst practice
ONLY ONE EMAIL RECEIVED
•  Only one order confirmation email received. No
shipping confirmation email. No satisfaction email.
Homebase’s order confirmation email
101
EMAIL COMMUNICATION

Delivery & Package
Email communication
Return & refund
102
AFTER PURCHASE
Customer account

Key figures
+30%
-30%
CUSTOMER ACCOUNT
KEY INS IGHT
Only 9%of
players highlight
offers directly in the
customer account
97%
90%
63%
95% 93%
50%
64%
31%
10%
13%
9%
31%
22%
64%
0%
20%
40%
60%
80%
100%
Personal
information
management
Multi address
management
Bank detail /
payment
management
Current order
status
Order history Previous
invoices
Newsletters &
alerts
subscription
management
Return
management
Exchange
management
Cancellation
management
Highlight of
personalized
promotions and
offers
Direct access to
customer service
Loyalty program
module
Wishlist
management
Main features & content of a customer account
The 5 top features & contents
1.  Personal information management.
2.  Current order status.
3.  Order history.
4.  Multi address management.
5.  Newsletters & alerts subscription and Wishlist management.
New innovative features & content include a loyalty program module and
highlight personalized offers and promotions.

Key learnings
•  Account creation:
-  Easiness to identify errors or missing information.
-  Welcome email after received customer account
creation.
-  Possibility for prospects to create a customer account
•  Customer account features:
-  At least personal information management, multi-
delivery addresses, order status & history, newsletter &
alert subscription.
-  Access to the new order available immediately after
payment.
104
Account creation:
-  Possibility to create an account after purchase.
-  Less than 5 fields in the account creation form.
-  A welcome email outlining the main features and
benefits of the customer account.
•  Customer account features:
-  Features linked to cancellation management, return,
exchange & refund management.
-  Features to develop proximity: loyalty program
module, highlight of personalized promotions, rating
& review management, store preference registration,
size and preference registration (especially in Fashion
and Luxury).
-  Convenience features : bank information
management, invoice print-out, highlight of customer
service.
GOODIES
104
•  Wishlist/ favorites management.
•  Profile picture.
CUSTOMER ACCOUNT
John Lewis’s customer
account main page

Best practice
RICH & REASSURING CUSTOMER
ACCOUNT
•  Account creation
-  Prospect can register.
-  Creation possible after payment.
-  Highly eﬀicient registration section with only 3
fields required.
-  Brand opt-in.
-  Welcome email received after customer
account creation.
•  Customer account management
-  Personal information management.
-  Multiple delivery address management.
-  Payment details management.
-  Ability to see the current order status.
-  Access to order history.
-  Previous invoices available.
-  Newsletter subscription management /
promotional preference including interests,
shopping and communication preferences.
-  Direct access to customer service and the help
section.
-  Presence of a loyalty program module.
-  Review management.
-  Wishlist management.
John Lewis’s customer account main page
105
CUSTOMER ACCOUNT
John Lewis’s
promotional
preferences

Best practice
•  Account creation
-  Prospects can register.
-  Highly efficient registration section with only 3
fields required.
-  Easy to identify mistakes or missing information
field after field.
-  Welcome email received after customer account
creation.
•  Customer account management
-  Contact details management.
-  Multiple delivery address management.
-  Payment details management.
-  Ability to see current order status.
-  Access to order history.
-  Previous invoices available.
-  Alerts and newsletters subscription
management; ability to customize newsletter’s
frequency.
-  Returns management.
-  Highlight of personalized promotions and
special offers.
-  Wishlist management.
Gilt’s customer account main page
106
CUSTOMER ACCOUNT
RICH AND PRACTICAL CUSTOMER
ACCOUNT
Gilt’s personalized offers highlight in the customer account

Worst practice
NEED A CARD TO ACCESS THE
CUSTOMER ACCOUNT
•  In order to use the customer account, the eShopper
needs to receive by mail a loyalty card that provides
the code to access the customer account.
•  This card was received 1 month after the order.
Esprit’s loyal card to access the customer account
107
CUSTOMER ACCOUNT

Email communication
Return & refund
108
AFTER PURCHASE
Customer account
Delivery & Package

Key figures
Quality package Vs. Brand image by sector
109
+30%
-30%
Package content other than product itself
DELIVERY & PACKAGE
KEY INS IGHT
Only 26%of
players include a
Thank you letter
with the package
7% 5%
20% 18%
7%
57%
43%
73%
70%
64%
59%
36%
52%
7%
30%
18%
34%
0%
20%
40%
60%
80%
100%
Cosmetics
Others* All sectors
Very good
Good
Poor
•  Players from the Fashion & Luxury sectors oﬀer the best quality packages.
Lower quality packages are found with multi-sector players and others
sectors (Electronics, Books …).
•  Most packages include a delivery form and a return form. However, very few
players include a pre-printed return sticker, samples, product catalogues, a
thank-you note or incentives to drive traﬀic to store.
26%
86%
58%
39%
14% 19%
9%
25%
0%
20%
40%
60%
80%
100%
Thank you letter Delivery form Return form Pre-printed sticker
for return
Product
catalogues /
Brochures
Samples or bonus Coupons Invoice

Key learnings
•  Good quality package consistent with brand image (colors of the
brand, etc.)
•  Box size and inside protection adapted to the product.
•  Package content aside from the product:
-  Delivery form.
-  Return form with clear instructions.
110
•  High quality package consistent with brand image (colors of the
brand, logo, special wrap, specific fragrance, etc.).
•  Box designed to facilitate opening and reusable in case of
return.
•  Additional content aside from the product:
-  Pre-printed sticker/label for return.
-  Thank-you note in a nice envelope.
-  Product catalogue.
-  Brand’s magazine.
-  Coupons to drive eShopper to physical store or eStore.
-  Invoice (except for present).
-  Detailed product presentation and Certificate of
authenticity for luxury and other expensive products.
GOODIES
110
•  Samples.
•  Bonuses.
•  Stickers.
Cartier’s package
DELIVERY & PACKAGE

Best practice
ENJOYABLE OPENING EXPERIENCE
•  Package quality
-  High quality package consistent with brand
image (Colors, logo, same bag as in store etc.)
-  Box size and inside protection adapted to the
product; designed to facilitate opening and
reusable in case of return.
-  Product delivered in a well-protected solid and
branded white cardboard box with shredded
paper, inside a Cartier bag and wrapped as a gift.
•  Additional content aside from the product
-  A thank-you note in an envelope.
-  A delivery form.
-  Clear and detailed return instructions.
-  A return form.
-  A pre-printed sticker for the return.
-  An invoice.
-  Terms & conditions.
111
Cartier’s package
DELIVERY & PACKAGE

Best practice
ENJOYABLE OPENING EXPERIENCE
•  Package quality
-  High quality package consistent with brand
image (Colors, logo, wrap, etc.)
-  Box size and inside protection adapted to the
product; designed to facilitate opening and
reusable in case of return.
-  Product delivered in a well-protected solid and
branded white cardboard box with pink/red
tissue paper.
•  Additional content aside from the product
-  All documents very nicely presented in a
transparent pouch.
-  Presence of a thank-you note.
-  A delivery form.
-  Clear and detailed return instructions.
-  A return form.
-  A pre-printed sticker for the return.
-  An invoice.
-  Christmas stickers.
112
Mytheresa’s package
DELIVERY & PACKAGE

Worst practice
BASIC PACKAGE WITH NO DOCUMENTS
BESIDES THE PRODUCT
•  Basic package: product wrapped in brown paper.
•  No document, no invoice, no delivery form, no return
instructions provided with the product.
•  No way to know which company sent the product until
receiving the shipping confirmation email.
Esprit’s loyal card to access the customer account
113
DELIVERY & PACKAGE
Auchan’s package

Email communication
114
AFTER PURCHASE
Customer account
Delivery & Package Return & refund

KEY INS IGHT
Key figures
64% 63%
0%
20%
40%
60%
80%
100%
USA EUR
Free return by region
63%of players
oﬀers a free return
service
RETURN & REFUND
115
+30%
-30%
Free return by sector
•  63% of the players provide free returns
(+5% vs. 2014), almost the same ratio in
Europe as in the US.
•  However, only 20% of Perfumes &
Cosmetics players oﬀer free returns.
73% 71% 73%
20%
73%
63%
0%
25%
50%
75%
100%
Cosmetics
Others* All sectors* Other sectors: Electronics, Books, Toys, Design & Furniture

Key figures
Return options
•  All players provide returns by mail.
However, only 2 players out of 5 offer in-
store returns and only 3 out of 10 offer
home pick-up.
•  Home pick-up is offered less frequently in
the US (23%) than in Europe (36%).
European companies have strongly
invested in this service in the last year (vs.
19% in 2014).
116
RETURN & REFUND
100%
31%
39%
14%
0%
20%
40%
60%
80%
100%
Mail Home pick-up Return in store Return through
proximity spots
23%
36%
31%
0%
20%
40%
60%
USA EUR All regions
Home pick-up by region

Key figures
Authorized time frame to return a product by region
•  Region that extends the authorized return
time frame to more than 30 days is the US
(47%).
•  Sectors that extend it to more than 30 days
are Multi-sector (40%), Fashion (32%) and
Perfumes & Cosmetics (30%).
•  Sectors with a short return time frame are
Luxury (66% from 8 to 15 days) and others*
(55% from 8 to 15 days).
117
RETURN & REFUND
Authorized time frame to return a product by sector
32%
5%
40%
30%
18%
27%
41%
29%
33%
20%
27%
33%
25%
66%
27%
35%
55%
36%
2%
15%
4%
0%
20%
40%
60%
80%
100%
<7 days
8-15 days
16-30 days
>30 days
47%
11%
26%
38%
28%
32%
13%
56%
38%
2% 5%
4%
0%
20%
40%
60%
80%
100%
USA EUR All regions
<7 days
8-15 days
16-30 days
>30 days

Key figures
Refund time frame after returning a product by region
•  Both regions reduced the refund time frame
to less than 30 days.
•  Most sectors reduce the refund time frame
to less than 30 days in Europe as in the US.
•  10% of Perfumes & Cosmetics players
refund in more than 30 days.
118
RETURN & REFUND
Refund time frame after returning a product by sector
2%
10% 3%
98% 100% 100%
90%
100% 97%
0%
20%
40%
60%
80%
100%
<30 days
>30 days
2% 3% 3%
98% 97% 97%
0%
20%
40%
60%
80%
100%
USA EUR All regions
<30 days
>30 days

Key learnings
•  Presence and clarity of return & refund section.
•  Return conditions highlighted all along the customer journey.
•  14 to 30 days return time frame.
•  Return form with a clear explanation included in the package or
print-out through customer account. NO call to the brand to
request authorization.
•  Option to exchange a product (in store or by email).
•  Possible return using the delivery box.
•  Return by email free of charge.
•  Notification by email after return and refund are processed.
•  Full refund within 30 days.
•  30 to 365 days return time frame.
•  Return in store and/ or through proximity delivery spot, free of
charge.
•  Home/Oﬀice pick-up for return, free of charge.
•  Pre-paid return sticker included in delivery package or print-out
through customer account.
•  Full refund before product is received by the brand or
automatically once the product is received.
•  Option to put the money on credit in the customer account for
future purchases.
•  Thank-you / apology in the email received after return and
refund are processed.
Nordstrom’s return reassurance
RETURN & REFUND
119

Best practice
VERY FAVORABLE RETURN
CONDITIONS
•  Return
-  Presence of a clear dedicated section explaining
the return process.
-  Delivery box can be used for return.
-  No return time limit.
-  Free return by using the pre-paid return label.
-  Return in-store possible.
•  Exchange or credits
-  Exchange possible. Could be managed online.
-  No time frame limit.
•  Refund
-  Total amount refunded within 14 business days.
120
Nordstrom’s returns & exchanges section
RETURN & REFUND

Best practice
QUICK AND FREE RETURN PROCESS
•  Return
-  Dedicated section explaining the return process.
-  Delivery box can be used for return.
-  Free return shipping label in every box. If not,
customer can print a label through the customer
account.
-  Returns that arrive after 90 days but in under 365
days will be refunded to store credit, or eligible
for exchange.
•  Exchange
-  Exchange possible within 365 days of purchase
date.
•  Refund
-  Clarified refund issue with picture.
-  Possibility to get a full refund if return within 90
days of purchase.
-  Total amount refunded within 14 business days.
121
Nordstrom’s returns & exchanges section
RETURN & REFUND

Worst practice
NO RETURN OR EXCHANGE POSSIBLE
•  No return or exchange possible due to the low cost of
E.L.F.’s products.
122
e.l.f. ‘s return conditions
RETURN & REFUND

Omnichannel
Online marketing
& personalization
Before purchase
123
During purchase After purchase

Key figures
Coupons enclosed with the package
Oﬀers, deals, exclusivities are highlighted primarily on the website and in the newsletter.
Product up/ cross selling takes place mostly on the product page. Only 50% of the players provide up/ cross selling in
their shopping bag and 19% in the order confirmation email. Only 1 player out of 10 encloses coupons in the package.
124
11%
89%
Yes
No
Presence of Up / Cross selling
45%
33%
5%
82%
88%
9%
0%
20%
40%
60%
80%
100%
Facebook Twitter Mobile app Website Newsletter Customer
account
ONLINE MARKETING & PERSONALIZATION
KEY INS IGHT
Only 13%of
players provide
personalization
based on purchases
and browsing
Highlight of oﬀers, deals, exclusivities etc.
82%
50%
19%
0%
20%
40%
60%
80%
100%
Product page Shopping bag Order confirmation email

Key figures
Personalization of offers, deals etc., by sector
•  Personalization based on purchase and
browsing is still very rare on website (13%),
newsletter (8%) and mobile (4%).
•  Electronics and Fashion players are the
most active in personalization on website
Multi-sector players are the most active on
mobile personalization.
•  US players are the most advanced.
125
Personalization of offers, deals, etc.
4%
13%
8%
0%
5%
10%
15%
20%
Mobile app Website Newsletter
14%
0%
13%
5%
36%
13%
2%
0%
20%
0% 0%
4%
0%
10%
20%
30%
40%
Cosmetics
Others * All sectors
Personalization on website Personalization on mobile
17%
9%
6%
2%
0%
5%
10%
15%
20%
USA Europe
Personalization on website Personalization on mobile
Personalization of offers, deals etc., by region

Key learnings
•  Deals, offers, exclusivities etc. highlighted on the website and in
the newsletter.
•  New products, new collections, new arrivals highlighted on the
home page and landing pages as well as in the newsletter and
social platforms
•  Best sellers highlighted on the home page.
•  Up/ cross selling on the product page such as:
-  “Customers who bought this item also bought”.
-  “Customers who viewed this Item also viewed”.
-  “Frequently bought together”.
-  “If you like this item, you will like this one”.
-  “Shopping tips”.
-  Etc.
Amazon’s
personalized
recommendations
•  Deals, offers, exclusivities etc. highlighted on social platforms
(Facebook and Twitter), mobile and on the customer account.
•  Personalization of contents and products based on previous
purchases and browsing on website, mobile, newsletter and
Customer account.
•  Additional Up/ cross selling on the shopping bag and order
confirmation email.
•  Loyalty program/ card offering discounts and other benefits,
available cross-platforms; subscription highlighted in the sales
funnel and management through the customer account.
•  Coupons enclosed with the package to be redeemed in-store
and/or in the eShop.
•  Incentive to encourage customers and prospects to subscribe to
the newsletter (discount, gift etc.).
126

Best practice
SOPHISTICATED ONLINE MARKETING
WITH STRONG PERSONALIZATION
•  Highlight of special oﬀers and deals with direct link to
eShop on:
-  Social platforms and newsletters.
-  Website, mobile site and app.
•  Personalized product recommendations based on
previous purchases and browsing on:
-  Website, including customer account and Mobile
site and app.
-  Newsletters.
•  Sophisticated cross-selling on the product page
-  “Customers Who Bought This Item Also Bought”.
-  “Customers Who Viewed This Item Also Viewed”.
-  “Frequently Bought Together”.
-  “Sponsored Products Related To This Item”.
•  Amazon Prime (annual membership program oﬀering
multiple benefits including FREE 2-day shipping)
-  Subscription from the sales funnel and
management from the customer account.
127
Amazon’s personalization preferences & history
Amazon’s cross selling and personalized product
recommendations

Best practice
PERSONALIZATION & LOYALTY
PROGRAM
•  Highlight of special offers and deals as well as new
products and new arrivals with direct link to eShop on:
-  Social platforms and newsletters.
-  Website (customer account included), mobile
site and app.
•  Personalized product recommendations based on
previous purchases and browsing on:
-  Website.
-  Newsletters.
•  Sophisticated cross-selling on the product page
-  “If you like this item, you will like this one”.
-  “Shopping tips”.
-  “Other ideas”.
•  Loyalty program that offers discounts, gifts and other
benefits
-  Subscription from the sales funnel and
management from the customer account.
128
Example of Galeries Lafayette’s newsletter with offers
Galeries Lafayette’s loyalty card

Worst practice
VERY BASIC ONLINE PRODUCT
MARKETING
•  Products are only highlighted in the newsletter.
•  No cross-selling of products on the product page and in
the shopping bag.
•  No targeted and personalized recommendations
dedicated to specific customers and prospects. Same
oﬀers apply to everyone.
129
Example of Mac’s newsletter

Omnichannel
Online marketing
& personalization
Before purchase
130
During purchase After purchase

Key figures
+30%
-30%
OMNICHANNEL
KEY INS IGHT
50%of players
with physical stores
allow in-store
return and
exchange
100%
39% 39%
9%
19%
6% 6%
3%
33%
23%
6%
10% 9%
52%
48%
0%
20%
40%
60%
80%
100%
Store locator In-store product
availability
Click & collect Reserve &
collect
Book an
appointment in
store
In-Store
information on
mobile
In-Store Special
oﬀers on mobile
In-Store contact
a sales person
Barcode scan QR code scan Product scan Payment Connected
devices in store
Return in store Exchange in
store
Main omnichannel features & services
The 5 top features & services
1.  Store locator.
2.  Return product in store.
3.  Exchange product in store.
4.  Click & Collect.
5.  Check in-store product availability
New innovative features and services include Book an appointment in store,
reserve & collect, connected devices in store and In-store features on mobile
(ie. payment, special oﬀers to be redeemed in store, in-store information, QR
code scan, possibility to contact a sales person) .
Click & collect and return in store hasn’t increased since 2014.

Key figures
Main omnichannel features & services by region
100%
42%
36%
6%
19%
14% 14%
6%
36%
14%
8%
19%
8%
64%
56%
100%
37%
42%
12%
19%
0%
2%
0%
30% 30%
5%
2%
9%
42% 42%
0%
20%
40%
60%
80%
100%
Store locator Availability of
product in store
on the site
Click & collect Reserve &
collect
Book an
appointment in
store
In-Store
information on
mobile
In-Store Special
oﬀers on
mobile
In-Store
contact a sales
person
Barcode scan QR code scan Product scan Payment Connected
devices in store
Return in store Exchange in
store
USA Europe
Click & Collect and Reserve & Collect are more developed in Europe than in the US.
In-store product return and exchange are still more readily available in the US than in Europe.
In-store mobile features such as store information, special oﬀers, payment, are more frequent in the US than in Europe.
OMNICHANNEL

Key figures
In-store return by sector
•  Click & Collect is provided the most by
multi-sector and Electronics players.
•  Reserve & Collect is rarer, mainly proposed
by Electronics and Fashion sectors.
•  Connected devices in store mainly concern
Multi-sector players.
•  In-store return is mainly oﬀered by multi-
sector, Electronics sectors and Fashion.
•  Luxury, Cosmetics and Fashion (to a lesser
extent) players are much less omnichannel
mature.
133
Click & Collect Vs. reserve & collect by sector
Connected devices in store by sector
OMNICHANNEL
31%
24%
92%
17%
86%
42%
12%
0%
15%
0%
29%
9%
0%
20%
40%
60%
80%
100%
Cosmetics
Click & collect Reserve & collect
54%
24%
92%
33%
86%
52%
0%
20%
40%
60%
80%
100%
Cosmetics
5% 5%
27%
0% 0%
9%
0%
10%
20%
30%
40%
50%
Cosmetics

Key learnings
•  Online
-  Presence of a store locator on the site and on mobile.
•  In-store services
-  In-store return.
-  In-store exchange.
Macy’s touchscreen in store
•  Online
-  Check in-store product availability on the website and
mobile.
-  Click & collect and/ or Reserve & Collect.
-  Possibility to book an appointment in store (for
advices etc.).
•  In-store mobile features
-  Barcode and/ or QR scan .
-  Payment (Apple Pay etc.).
-  In-store information (maps, events, amenities etc.).
-  In-store oﬀers to be redeemed in stores.
-  Possibility to contact a sales person.
•  In-store service
-  Connected devices in store to check product
availability in stores and /or order products.
OMNICHANNEL
GOODIES
•  Product scan on mobile to access product page or similar
products, see video or advertising.
134

Best practice
RICH AND COMPLETE OMNICHANNEL
EXPERIENCE
•  Online
-  Eﬀicient and easy-to-use store locator.
-  Click & collect.
-  Book an appointment for exclusive advice.
-  Coupons available online and in-store.
-  Return a product in store.
-  Tablets and touchscreens available to discover
and search for product information, check
product availability …
-  Indoor turn-by-turn mapping navigation.
-  Mobile oﬀers to be redeemed in store.
-  Barcode and QR codes scan for more
information about products or promotions.
-  Image search: take or upload a photo and search
among thousands of products online to find
similar products.
-  Payment possible with Macy’s credit card.
135
Macy’s touchscreen in store
OMNICHANNEL
Macy’s in-store product availability feature on mobile

Best practice
RICH SHOPPING EXPERIENCE IN STORE
136
Apple app’s welcome message
in-store
OMNICHANNEL
Apple’s Easypay on
mobile
•  Online
-  Eﬀicient and easy-to-use store locator.
-  Click & collect.
-  Possibility to make a reservation for Genius Bar,
workshops & events and One-to-One.
-  Return a product in store.
-  Devices available for product testing and to
search for information on Apple products.
-  Contact a salesperson in store.
-  In-store information and reservations: events &
workshop, check waiting time on the Genius Bar
line or for a training session.
-  Payment via the mobile app in store.
-  Get more product information in store by
scanning barcodes with Easypay.

Worst practice
NO OMNICHANNEL STRATEGY
•  No Click & Collect or Reserve & Collect .
•  In-store returns not possible for online purchases, due
to technical and organization issues (ie. Screenshot).
•  No possible in-store exchange.
137
C&A’s return in store policy
OMNICHANNEL

To learn more about your detailed performance
and the eShopper Index
CONTACT US
eShopperindex@iventures-consulting.com
www.iventures-consulting.com/eshopper-index | www.facebook.com/IventuresConsulting | @iVenturesC
Paris
Christophe Biget
Partner
+33 (0)1 70 08 06 60
@cbiget
7/11 rue de l’Yvette
75016 Paris
Aurelia Ammour
Partner
+1 (415) 315-9654
@aammour
1714 Lombard Street
San Francisco CA 94123
San Francisco
138

About iVentures Consulting
iVentures Consulting is a Management Consulting firm dedicated to Digital Strategy & Transformation and E-Commerce &
Omnichannel, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco.
iVentures Consulting mainly works in the Fashion, Luxury, Cosmetics, Retail, Travel and Media & Entertainment sectors
•  Omnichannel & digital audit and
strategy definition
•  Organization, business planning
and road map
•  Support to implementation
DI GI TAL BU SI N ESS
ST RATEGY
•  Ranking & Analysis of leading
companies’ E-Commerce
performances all along the
customer journey
•  Deep dive analysis: E-Commerce
& Omnichannel performances
optimization
RESEARCH:
ESHOPPER INDEX
•  Training
•  Digital academy
•  Reverse mentoring
DIGIT A L SKILL
DEVEL OPMENT
139
MAIN C LIEN T S
Fashion & Luxury: Baccarat, Boucheron, Celine, Givenchy, Kering, LVMH Group, Loewe, Moet Hennessy,
Vilebrequin
Perfumes & Cosmetics: Feelunique.com, Lancôme, L’Oréal Paris, Paco Rabanne, Puig, Sephora, Yves Rocher
Retail: Carrefour, Darty, Fnac, Truﬀaut
Travel & Transport: Ada, Aéroport de Paris, Air France, Liligo.com. Voyages-sncf.com, SNCF
Media & Entertainment: AFP, Curse.com, IsCool Entertainment, Le Monde, Micromania/ Gamestop
Others: AGF, Alstom, Areva, BNP Paribas, EDF, GMF, Icade, Groupama, Saint Gobain, Suez, Total

Team
•  MS, ESCP Europe
•  Aurélia is the Co-founder and Partner at iVentures Consulting, a
management consulting firm specialized in Digital Strategy &
Transformation and E-Commerce & Omnichannel. She is the co-
creator of the eShopper Index, started in 2013. Prior to creating
iVentures Consulting, Aurelia spent five years in Venture Capital
at Europatweb and Global Technology Investments as an
Incubation Project Director, a Senior Associate specialized in
Internet, Entertainment, Media and Mobile services. In 1995,
Aurélia co-founded one of the first interactive agencies in
France, later sold to Havas Advertising Group to become
ConnectWorld. From 2007, Aurélia is regularly featured by
Private Equity Magazine and L’Entreprise Magazine as a guest
Journalist /expert on New technologies & Venture Capital as
well as by leading schools (ESCP Europe, Dauphine University/
Strategies) as a visiting professor on “Entrepreneurship
marketing” , “Digital Business strategy & organization” and
“Digital P&L”
AU RELI A AMMOUR
Part ne r, Sa n Fra ncisco
eShopper Index Co-creator
CHRISTOPHE BIGET
Partner, Paris
eShopper Index Co-creator
•  MBA London Business school
•  Christophe is the Co-founder and Partner at iVentures
Consulting, a management consulting firm specialized in Digital
Strategy & Transformation and E-Commerce & Omnichannel.
He is the co-creator of the eShopper Index, started in 2013.
Prior to creating iVentures Consulting, Christophe spent five
years in management consulting in Paris and London as a
Manager for Andersen Consulting, Viant and Acemis. Christophe
has led strategy, organization and internet consulting projects
in the Media, Entertainment, Distribution and Telecom. He
contributed to the development of firms such as Vivendi
Universal, Emap, Granada, SFR. Before this experience,
Christophe spent 6 years in the music and video industry as
sales manager and marketing manager with Sony Music and the
distributor Cogedep.
ESHOPPER IN DEX T EAM
140
•  MANAGEMENT & COORDINATION: Renaud Pijselman
•  DATA COLLECTION, DELIVERY MANAGEMENT, ANALYSIS AND
SUPPORT: Chunzi Liu, Cristina Guadalupe, Hainan Harrison YU,
Joseph Laurent, Jason Greenlaw, Othman Sefrioui
•  DESIGN: Etienne Le Scaon (www.etiennels.com)
•  EDITING: Holly Diener (www.theperfectword.fr)

VenturesC O N S U L T I N G
i

The E-Commerce reference index based on the eShopper journey

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