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James Copeman

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Click & Collect at Dixons Carphone
A quick introduction to Dixons Carphone Group
•
Europe's leading specialist electrical &
telecommunications retailer & services
company
•
Revenue of c.£10.5bn
•
12 countries
•
> 40,000 people
•
Almost 3,000 stores (UK & IRE
c.1,350; Northern Europe c.790;
Southern Europe c.760)
•
Brand power across Europe including
service brands Knowhow & Geek
Squad in selected markets
•
Connected World Services aims to
leverage Group’s existing expertise to
provide a range of services to
businesses.
Page 2
What do we mean by ... channel retailing?
Joining up the customer experience has driven our
development programme
Online in Store
Pay and
Collect
Multichannel Messaging
Aligned Incentives
OX17
88% share
Responsive websites &
UX
Aligned Customer Journeys
NN11
21% share
CV36
28% share
OX16
91% share
NN13
67% share
OX15
84% share
OX7
41% share
Reserve and Collect
Telesales
OX25
29% share
OX26
22% share
Multichannel data & insight
Click and Collect is an expectation not a feature, we
have two methods
Stock
available
in store?
Yes
No
We’ve used our site data to understand what drives the
click and collect customer
• We Geocoded 90,000 search requests and used data collected through our
analytics to understand what customers look for
Conversion
Proportion of Customers
• By matching the region searched for with the eventual outcome we can look
at how convenience impacts conversion, and what customers will travel for
Distance to Store (Miles)
Not just about the customer benefit, click and collect
helps us to respond to demand
120
Indexed Searches for term 'Black Friday' - UK vs.US
100
80
60
40
20
0
Year on Year Peak Traffic
United Kingdom
United States
Black Friday this year broke supply chains, utilising
store stock helps us to stay ahead
Availability is not just about the product, it’s also
about the delivery method
•
Beat the Christmas Cutoff
What’s next
• Personalisation, how can we use what we know about our
customers to tie them better to our stores?
• More convenience, more locations, better processes, better
connections between the channels
• How does click and collect apply to services? How can we take our
click and collect offer beyond the product?
• Customer expectations, better, faster, stronger, cheaper!
Thank you
james.copeman@dixonscarphonegroup.com
@jamescopeman
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