Scopri Interactive Boutique, la piattaforma eCommerce omnichannel “as a service” per i brand del lusso e della moda, fondata sull’innovativo approccio Experience Driven.

1. Accenture Interactive
Boutique
(prototype)
eCommerce Forum
Milano, 21 Aprile 2015

2. Copyright © 2015 Accenture. All rights reserved. 2
Agenda
• Milan eCommerce Centre of Excellence
• The digitalization of fashion
• A new approach for Fashion
– Experience Driven Commerce
– Personalization
– OmniChannel
– Business @ scale
• Accelerator
• Business Model

3. Copyright © 2015 Accenture. All rights reserved. 3
eCommerce Center of Excellence: Global Presence

4. Copyright © 2015 Accenture. All rights reserved. 4
How
Where
23,000+Accenture Digital professionals
34Accenture Interactive Design
Studios, R&D locations & centers
of excellence
MilaneCommerce Center
Who
Accenture Interactive, as part of Accenture Digital, taps over 23,000
professionals dedicated to serving marketing and digital clients by
offering digital transformation and marketing services.
• Australia • Brazil • China • Costa Rica • Finland • France •
Germany • Greece • India • Italy • Philippines • Slovakia• Spain •
Sweden • Turkey • UK • USA
Thanks to a mix of functional and technical capabilities concerning
different industries, the Milanese center has been recognized as a
Center of Excellence for eCommerce solution Design,
Implementation and Support within the delivery network in Europe
Accenture Interactive helps the world’s leading brands delight their
customers and drive superior digital business performance.
Introducing Accenture Interactive

5. Copyright © 2015 Accenture. All rights reserved. 5
• Global and all-round OmniChannel, digital business knowledge
• Cross-channel and multi-channel commercial strategies definitions, including
trading, category, pricing and assortment planning.
• Digital Marketing planning and performance driven strategies, including
Analytics Strategy
• Combine digital knowledge with deep technical background
• Lead for Solution Definition, including Solution Blueprint, implementation plan,
delivery model and project management procedures
• Manage large Accenture business and technical teams and multiples external
providers, across different onoff-shore delivery centres
Solution
Architects
eCommerce
Strategists
Technical
Architects
• Specialized and comprehensive technical background and skills
• Be responsible for Technical Architecture design, implementation and
management, plus design of Facility Management processes
• Lead and Support application management and infrastructure development
teams on high-end eCommerce platforms.
eCommerce Center of Excellence: Key Figures

6. Copyright © 2015 Accenture. All rights reserved. 6
Commercial
Managing the purchasing
funnel
Content
Manage and Localize
product information
Digital Marketing
Increase traffic and
conversion rate
Physical Store
Integration from the Brick
to the Click
CRM
Establish loyal and
satisfactory attitudes
Customer Care
End-to-end support
services
Supply Chain
Fulfil storage and
dispatch
Finance & Payment
Provide certainty and
reliability
OmniChannel Commerce Framework
Econometric Model
Technology
User Experience and Creativity
Commerce Strategy Process model and governance
Digital platform, infrastructure and application
Deliver excellent experience
Planning, metrics and analytics

7. Copyright © 2015 Accenture. All rights reserved. 7
Agenda
• Milan eCommerce Centre of Excellence
• The digitalization of fashion
• A new approach for Fashion
– Experience Driven Commerce
– Personalization
– OmniChannel
– Business @ scale
• Accelerator
• Business Model

8. Copyright © 2015 Accenture. All rights reserved. 8
The Digitalization of Fashion and Luxury
“This (digital) is how customers live. They wake up with a device in their
hands and life begins. The onus is on us to change everything we do to
keep pace with the speed society is moving”
Angela Ahrendts
Digital Digital
ExclusiveAccessible

9. Copyright © 2015 Accenture. All rights reserved. 9
Digital influence in Fashion and Luxury industry
Billions
€ 138,6
€ 126,4
€ 111,5 € 104,6 € 96,8 € 87,8
€ 65,7 € 82,8
€ 100,4 € 117,1 € 135,2 € 154,9
€ 7,7 € 8,7 € 11,2
€ 12,4
€ 13,9
€ 15,5
€-
€50
€100
€150
€200
€250
€300
2012 2013 2014 2015 2016 2017
Non-Web Influenced Offline Sales Web-Influenced Offline Sales Online Sales
67%
30%
0,3%
58,4%
38%
0,4%
52%
47%
0,5%
47%
52%
Web-Influenced
sales represents more than 50% of global
luxury personal goods total sales!
40%
56%
0,58%
33%
60%
0,6%
Source: Fondazione Altagamma, Contactlab, Accenture Reaserch
0,55%

10. Copyright © 2015 Accenture. All rights reserved. 10
The Luxury Digitalization
The Affluent Customer has the highest attitude to interact digitally with the brand
using different devices across all the customer-journeys, even in the Boutiques .
The client is living a “new normal”” reality pervaded by a seamless digital,
interacting.
Customer Centricity
Business @ Scale
OmniChannel
Experience Driven
1 3
42

11. Copyright © 2015 Accenture. All rights reserved. 11
Agenda
• Milan eCommerce Centre of Excellence
• The digitalization of fashion
• A new approach for Fashion
– Experience Driven Commerce
– Personalization
– OmniChannel
– Business @ scale
• Accelerator
• Business Model

12. Copyright © 2015 Accenture. All rights reserved. 12
Customer Centricity
Business @ Scale
OmniChannel
Experience Driven
1 3
42

13. Copyright © 2015 Accenture. All rights reserved. 13
Market specific decision lever mix
• The greatest level of a Fashion
brand is the value perception
that the customer is awarding
to the Brand
• The typical fashion purchase is
impulsive and the levers that
drive the customer decision
are emotional transmitted with
a tidy mix of actions across the
overall Customer Experience
• The OmniChannel strategy of
a Fashion company needs to
support and empower the
Brand Ceremony to engage
and delight the customer (even
the fussiest)
Fashion
Rational Emotional
CustomerJourney
InformationalExperiential
Purchase decision lever
Luxury
Design
Automotive
Retail
Consumer
Electronics
Consumer Goods
Emotional choice
Rational choice
Comparison
Travel
Experiential/Emotional Rational/Commerce
Sources: Forrester 2014, Accenture Analysis
Experience Driven
1

14. Copyright © 2015 Accenture. All rights reserved. 14
Experience and Commerce strategy
enabling tools
• The eCommerce solutions are
usually composed by two kind
of platforms:
 the Content Management
that drives experience and
interaction with the clients
 the Commerce engine
that manages the
catalogue and the
transactions
• The Commerce engines are
usually designed for Retailers
with a rational price-driven site,
a Fashion eCom needs to be
driven by great experience and
empowered with a exceptional
WCM
WCM Commerce
Content Services
Rich media
Management
Social/Communities
A/B Testing
Email Marketing
Authoring Tools
Workflow/Approval
Web Analytics
Engagement
Features
Back-office
features
Cart/Checkout
Catalog/PIM
Pricing
Payments/tax/fraud
Promotions/coupons
Customer account
management
Fulfillment Inventory
Order management
Customer Service
Presentation
Management
Navigation Site search
Content targeting
Personalisation
Mobile
Landing Pages
Globalization/localization
Merchandizing
Reporting
Recommendations
Sources: Forrester 2014, Accenture Analysis
Experiential/Emotional Rational/Commerce
Experience Driven
1

15. Copyright © 2015 Accenture. All rights reserved. 15
Farfetch
Case History – Best Practices
Experience Driven
1
Burberry Mulberry

16. Copyright © 2015 Accenture. All rights reserved. 16
PROS
• Time-to-market
• Cost efficiency
CONS
• Segregated experiences (commerce / content)
• Multiple rendering engines and template
• Duplication of site experience tools
• Difficult to integrate (personalization, search etc.)
Hybrid delivery model
Commerce Approach: Side-by-Side
• This is the old, widely adopted approach
preferred by the full-outsourcer
• Integrations between the marketing site
and the Commerce store are tied
together at the front end and use the
HTML rendering engines of each system.
Front-end integrations
Sources: Forrester 2014, Accenture Analysis
Experiential/Emotional Rational/Commerce
WCM Platform
Content targeting
Recommendations
Site Search
Personalization
Navigation
Content services
Rich media enrichment
Commerce Platform
Content targeting
Recommendations
Site Search
Personalization
Navigation
Inventory
Catalog/PIM
Pricing
Payments/tax/fraud
Cart/checkout
Rendering
engine
(HTML)
Rendering
engine
(HTML)
Experience Driven
1

17. Copyright © 2015 Accenture. All rights reserved. 17
eCommerce-driven delivery
Commerce Approach: eCommerce-driven
• This is an alternative approach
encouraged by the eCommerce software
vendor to exhaust the eCom capabilities
• This approach uses the Commerce
platform as the front end, and the WCM
merely as a content repository
Rendering
engine
(HTML)
Commerce Platform
Content targeting Recommendations Site Search
Personalization Navigation Inventory Catalog/PIM
Pricing Payments/tax/fraud Cart/checkout
WCM Platform
Content services Rich media management
Restful
Web service
Sources: Forrester 2014, Accenture Analysis
Experiential/Emotional Rational/Commerce
PROS
• Integrated customer experience
• Clear separation between structured and
unstructured content
CONS
• WCM acts simply as a content repository
• Complex and costly integration
• Difficult to justify the investment

Experience Driven
1

18. Copyright © 2015 Accenture. All rights reserved. 18
CMS-driven delivery
Accenture Approach: Experience-driven
• This is the new, recommended, approach
that enhance all the presentation, the
branding and experiential elements.
• CMS is the front end, the Commerce
engine provides its capabilities up
through a set of restful web services.
Sources: Forrester 2014, Accenture Analysis
Experiential/Emotional Rational/Commerce
PROS
• Integrated customer experience
• Single tool set for experience management
• Clear separation between structured and
unstructured content
CONS
• Complex and costly integration

RECOMMENDED
Rendering
engine
(HTML)
WCM Platform
Content targeting Recommendations Site Search
Personalization Navigation Content services Rich
media management
Commerce Platform
Inventory Catalog/PIM Pricing Payments/tax/fraud Cart/
Checkout
Restful
Web service
Experience Driven
1

19. Copyright © 2015 Accenture. All rights reserved. 19
What happens today?
Experience Driven
1

20. Copyright © 2015 Accenture. All rights reserved. 20
We designed few components to illustrate the Experience Driven key pillars:
Experience Driven is the best approach
• Correlated Products: Main product image with information and possibility to buy
correlated products
• Shoppable Collection Catalogue: campaign image with product highlight and possibility to
buy single products
• Essential Look: image of the look with product insights and possibility to shop the entire
look
ProductProduct
Product
Editorial Content
Product
Product
Product
Campaign Image
Product
Editorial Content
Editorial Content
Editorial Content
Experiential/Emotional Rational/Commerce
Correlated Products Shoppable Collection Catalogue Essential Look
Experience Driven
1

21. Copyright © 2015 Accenture. All rights reserved. 21
We designed few components to illustrate the Experience Driven key pillars:
Experience Driven Example
• Correlated Products: Main product image with information and possibility to buy
correlated products
• Shoppable Collection Catalogue: campaign image with product highlight and possibility to
buy single products
• Essential Look: image of the look with product insights and possibility to shop the entire
look
Correlated Products Shoppable Collection Catalogue Essential Look
Experience Driven
1

22. Copyright © 2015 Accenture. All rights reserved. 22
Customer Centricity
Business @ Scale
OmniChannel
Experience Driven
1 3
42

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Integrate marketing mngmt of Pull and
Push channels
Content and Asset
Personalization
Analysis & Interaction
Product Information
CRM Boutique
Customer Centricity
2

24. Copyright © 2015 Accenture. All rights reserved. 24
Integrate Experience and personalized
customer management
Customer Centricity
2
Content and Asset
Personalization
Analysis & Interaction
Product Information
Assortment Boutique

25. Copyright © 2015 Accenture. All rights reserved. 25
Multiscreen as a single source of information
Customer Centricity
2

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Multiscreen as a single source of information
Customer Centricity
2

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Customer-Centricity drives personalization
Customer Data /
Taxonomy
Catalogue / Product
information
Target / Personas
Customer Data
• Age: -
• Gender: -
• Country: UK
• Source:‘Superstellaheros’
Editiorial Article
Purchase History
• Size: -
• Product size: -
• Product fitting: -
• Spending: -
Style
• Fabric: -
• Style: -
Customer Centricity
2

28. Copyright © 2015 Accenture. All rights reserved. 28
Customer-Centricity drives personalization
Customer Centricity
2
Customer Data /
Taxonomy
Catalogue / Product
information
Target / Personas
Customer Data
• Age: 23
• Gender: Female
• Country: Germany - Berlin
• Ethnicity Profile:
Mediterranean
Purchase History
• Size: Extra Small
• Product size: 38(ita)
• Product fitting: skinny
• Spending: 1000 – 2000€
Style
• Fabric: not specified
• Style: Elegant

29. Copyright © 2015 Accenture. All rights reserved. 29
Target / Personas
Customer-Centricity drives personalization
Customer Data
• Age: 23
• Gender: Female
• Country: Germany - Berlin
• Ethnicity Profile:
Mediterranean
Purchase History
• Size: Medium
• Product size: 44 (ita)
• Product fitting: standard
• Spending: 600– 900€
Style
• Fabric: printed fabric
• Style: Ready to wear; Casual
Customer Data /
Taxonomy
Catalogue / Product
information
Customer Centricity
2

30. Copyright © 2015 Accenture. All rights reserved. 30
Context 1
Context 1
Personalization as Contextualization
Context 2 Context 3
Customer Centricity
2

31. Copyright © 2015 Accenture. All rights reserved. 31
Customer Centricity
Business @ Scale
OmniChannel
Experience Driven
1 3
42

32. Copyright © 2015 Accenture. All rights reserved. 32
Commerical and Logistic network Online Revenues and
Growth Potential
Priority Map
Globalization approach:
Digital Market Archetype
eCommerce potential vs opportunity
High Mid Low
Business @ Scale
3
ILLUSTRATIVE
Sources: emarketer Report Online Sales 2014,
Distribution
Direct
Indirect
Boutiques / Retail
Sales
Franchising /
Wholesale
Central
Warehouse
Distribution center

33. Copyright © 2015 Accenture. All rights reserved. 33
Central WH
eCom. Virtual WH
eCom. Logistic
Support
Retail Boutique
Wholesale
Franchising Boutique
Carrier
eCom. Logistic
Provider
Market archetypes:
one Global Template Solution
Archetype A
Full OmniChannel
(i.e IT, FR, DE)
Archetype B
Multichannel *
(i.e EA, US, RU)
Archetype C
Powered By 3rd Party
(i.e CN)
Archetype D
Just Shipment
(i.e PL, HU, BU)
Business @ Scale
3
*Countries with entry barriers
ILLUSTRATIVE

34. Copyright © 2015 Accenture. All rights reserved. 34
Stock
Showrooming
Pricing
Reserve &
Collect
Pay & CollectOnline Sale Dropshipment
eCommerce
Online
eCommerce &
Store
Store
eCommerce &
Store
eCommerce
Store
Assortment Online Store Online 3rd party
Online
Online
Delivery Customer Store
Customer &
Store
Store Customer
Decision Online Store
eCommerce &
Store
Online Online
Purchase Online OnlineOnline Store
eCommerce &
Store
eCommerce &
Store
3rd party
How to succeed in OmniChannel
competitive scenario
Online Mix Offline
Business @ Scale
3

35. Copyright © 2015 Accenture. All rights reserved. 35
Customer Centricity
Business @ Scale
OmniChannel
Experience Driven
1 3
42

36. Copyright © 2015 Accenture. All rights reserved. 36
Overview of all available distribution channels
• Companies have to decide which distribution channel to address and the desidered
integration level
• According to overall strategy, a subset of all available can be choosen and integrated
• Channels can assume different priority in different geographies and in different time
periods
Offline
Online
Mono brand store
(My brand)
Franchising
(franchisee,
dept stores corner)
Retail chain
(John Lewis,
Neiman
Marcus,Tesco)
Outlet
(factory outlet,
barters,…)
Direct eCommerce
(mysite.com)
Site managed
by third party
Marketplace
(eBay, Amazon,
Ozon, Asos)
Stock clearance/
Flash-sales
(Vente-Privee,
Privalia)
Outlet
Wholesale
multibrand
Wholesale
monobrand
Retail
OmniChannel
4

37. Copyright © 2015 Accenture. All rights reserved. 37
eCommerce Assortment is narrowly
focused on top-sellers
From local assortment view to
Global Catalogue Experience
Global Catalogue: a must have
Global Catalogue
Retail Assortment
Online Assortment
Wholesale Assortment
Cash
cows
Stars
Top seller Niche product with higher margin
Salesvolume
Product variety
OmniChannel
4

38. Copyright © 2015 Accenture. All rights reserved. 38
OmniChannel redefines functions role and platforms.
Each channel is driving the technology and the process definition.
From sylos …(1/2)
OmniChannel
4
Headquarter
Warehouse Replenishment
Store
Planning
Store Cash Register Collect in store
eCommerce
Warehouse
Marketing
Customer
Planning Warehouse eCommerce PSP Home deliveryMarketing

39. Copyright © 2015 Accenture. All rights reserved. 39
OmniChannel means integration of objectives, methods and platforms.
… to an OmniChannel model (2/2)
OmniChannel
Replenishment Drop shipmentWarehouses
Store
Mobile
Collect in store
Shared stock
Marketing
eCommerce PSP Home delivery
Planning
Shared stock Cash Register
OmniChannel
4
Customer
HeadquarterStoreeCommerce

40. Copyright © 2015 Accenture. All rights reserved. 40
Agenda
• Milan eCommerce Centre of Excellence
• The digitalization of fashion
• A new approach for Fashion
– Experience Driven Commerce
– Personalization
– OmniChannel
– Business @ scale
• Accelerator
• Business Model

41. Copyright © 2015 Accenture. All rights reserved. 41
Commercial
Managing the purchasing
funnel
Content
Manage and Localize
product information
Digital Marketing
Increase traffic and
conversion rate
Physical Store
Integration from the Brick
to the Click
CRM
Establish loyal and
satisfactory attitudes
Customer Care
End-to-end support
services
Supply Chain
Fulfil storage and
dispatch
Finance & Payment
Provide certainty and
reliability
OmniChannel Commerce Framework
Econometric Model
Technology
User Experience and Creativity
Commerce Strategy Process model and governance
Digital platform, infrastructure and application
Deliver excellent experience
Planning, metrics and analytics

42. Copyright © 2015 Accenture. All rights reserved. 42
Starting from the Accenture Interactive commerce framework we can
design the Platform as a Service depending on brand’s necessities
ensuring:
End-to-end OmniChannel services
• End-to-end OmniChannel services
• Modular offering proposition
• Cutting Edge Alliances, Assets
and Technologies
• Flexibility to buy back licenses fee
• Low set-up cost
• Variable fee based on scaling
factorsCustomer Care
Finance &
Payments
Supply
Chain
Commercial
CRM
Digital
Marketing
Content
Physical Store
eCommerce
Strategy
User Experience
Analytics
Technology

43. Copyright © 2015 Accenture. All rights reserved. 43
Interactive Boutique hi-level architecture
Adobe
Marketing
Cloud
Support services integration
Global courier
management
and advanced
logistic services
(Metapack)
eCommerce Platform
eCommerce Back End
Back Office
eCommerce operations
eCommerce Front End
Order & back-order management
Customer
Services
Content
& Assets
Management
Product &
Catalogue
Management
eCommerce Integration Services
Corporate
Back-end
Systems
(HQ +
Regional)
Global, local
and central
integration
Integration
layer
JBOSS FUSE
Payment and
global taxes
calculation
(CyberSource)
Consumer
database
ACN
Connector
User Experience
Channel management
(Web, app, mobile …)
Web Analytics & Targeting
Email Marketing
and customer
centric services
(Contact Lab)
Digital
marketing &
acquisition
channel
connectors
eCommerce
Platform

44. Copyright © 2015 Accenture. All rights reserved. 44
Accenture Interactive Boutique Business Model
(*) Values are illustrative
A) Set-up Fee B1) Fixed Monthly Fee B2) Variable Monthly Fee
(*) Values are illustrative
Market Benchmark
iBoutique set-up
(based on # of countries)
Pilot
(1 market)
1 Region+
Archetype
Up to 4
Regions
Up X mio
visits
Up Y mio
visits
Up Z mio
visits
visits/year included
More than
Z mio
ILLUSTRATIVE
C) Exit
At the End of the 3 years contract period the client will be able to choose between two options: 1) extend the contract 2)
buy-back the solution with a small fee
A) Digital transformation support
The iBoutique implementation include the support of a experienced set of consultants expert of all the aspect needed for
an OmniChannel business implementation

45. Copyright © 2015 Accenture. All rights reserved. 45
Thank You
www.accenture.com/fashioncommerce
Federico Gasparotto
eCommerce Strategy Lead
federico.gasparotto@accenture.com
Michele Raballo
Managing Director and Accenture Interactive eCommerce Lead
michele.raballo@accenture.com
Claudio Bianchi
Managing Director and Accenture Interactive Milan Commerce Center of Excellence Lead
claudio.g.bianchi@accenture.com