20 TheTech - PRESENTED BY - Ragtrader
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
PRESENTED BY
Tech The
20
12 MARCH 2019 DIGITAL SPECIAL WWW.RAGTRADER.COM.AU WWW.RAGTRADER.COM.AU DIGITAL SPECIAL MARCH 2019 13
PRESENTED BY PRESENTED BY
20
on ad spend. Conti says the lander says digital activations are a core
campaign increased conver- part of the business. “We utilise content
sions outside the CR collection across our digital channels, the Sports-
itself. “We saw the traffic that girl Beauty hub, social media and all of
Tech
The was coming through those ads
were purchasing the capsule
range but were also purchas-
our stores.” The retailer has seen excep-
tional growth and interaction across its
social media channels over the last 12
ing other collections too. It months, with the marketing and digital
was a great entry point into the team now constantly developing video
brand for other people to take content and driving engagement across
a look into all the other collec- @sportsgirl and @sportsgirlbeauty Ins-
tions we have available as well.” tagram channels.
4
The Daily Edited:
founder Alyce Tran
Assia Benmedjdoub ranks the 20 top tech Alyce Tran found herself
in a tricky position last year.
influencers in Australian fashion. In May, Tran and her business
Perks offers $10 of rewards for every $100 partner Tania Liu took a look at their
spent across the Cotton On Group port- books: sales were on track to hit $30
folio, as well as birthday bonuses, invites, million for the fiscal year, with earnings
exclusive offers and product previews. On- up 38.25%. The problem? Investor and
line sales now represent about 10% of to- business partner Oroton, which had in-
tal sales ($2 billion) for Cotton On Group, jected $4.5 million into the business af-
with online penetration as steep as 15% for ter they sold a 30% stake in 2017, was
brands such as Cotton On Kids. in voluntary administration. Prepared
to back themselves, the pair bought the
stake back for a neat $2.21 million and
3
Country Road: channels secured a sound financial outcome for
marketing manager their fledgling monogrammable leather
Paul Conti goods business. It was a critical point for
If there’s one person who can back the the brand, which is available online and
power of digital content marketing, it’s through stores in Australia, Singapore
Paul Conti. Just 12 months into the and the US. Today, Tran says she works
launch of Country Road’s digital jour- seven days a week, 365 days a year and
nal ‘Live With Us’ the platform recorded has staff across the globe respond direct-
a revenue run rate of $1.1 million with ly to her: from the CFO in Sydney or a
1
The Iconic: chief operating to take their eyes off the ball. “Customer featured product conversions at over 4%. sales associate in its US team.
6
officer Anna Lee expectations have never been higher, with This marketing strategy continued when Cue: chief information officer
In 2018, Australian and New Zea- competition in the Australian and New Instagram chose Country Road as one of Shane Lenton
5
land shoppers spent the equivalent of Zealand retail market heating up.” three brands to test its Shopping feature Sportsgirl: digital manager It’s a company that is still wholly
28 years browsing on The Iconic. That in Australia last year. After using Ins- Lauren Benci owned by the founding family - but that
breaks down to 10,400 days, 15 million tagram’s ‘Stories’ capability to promote Lauren Benci is no stranger to the doesn’t mean womenswear retailer Cue,
2
minutes or close to a billion seconds. As Cotton On: eCommerce a Country Road capsule collection, the tech fashion landscape, having worked which first opened its doors in 1968, is a
a member of the senior executive team at manager Brendan Sweeney brand saw an average return of x18.05 at Puma, Just Group, Blue Illusion and stickler for tradition. Having launched
The Iconic, Anna Lee is responsible for When it comes to repeat business for Green With Envy. As the digital its eCommerce portal in May 2011, Cue
keeping the engine running. “Our cus- retailers, there’s nothing quite like a well- manager at Sportsgirl, she has a ramped up the innovation stakes last
tomers consistently rate their interactions formed loyalty scheme. In 2017, Cotton big year ahead with a large-scale year with a suite of omnichannel ser-
with our team at customer satisfaction On Group launched a trial of Cotton On replatforming project for sports- vices released to market. This included
scores of over 90%,” she says. “We’re al- & Co Perks in the New Zealand market. girl.com.au in the works and an the rollout of WeChat and Alipay sys-
ways looking for the fastest ways to deliver When it grew to account for 50% of sales increased digital marketing focus. tems across its network, a style finder
the latest tech innovations for a seamless for three of its brands, it was rolled out to “We are no longer doing ‘digi- tool and in-store technology allowing
shopping experience to our customers.” the Australian market in 2018 with an av- tal marketing’ but marketing in staff to confirm and pack orders for
This includes product innovations such erage of 100,000 sign ups per week. Cot- a digital world,” is the mantra home delivery within 20 minutes. Cue
as Snap To Shop, Find Your Fit and Fol- ton On eCommerce head Brendan Swee- Benci works by. The new Sporst- chief information officer Shane Lenton
low the Brand features. The Iconic has ney says the data gathered allowed the girl platform will not only offer says services such as Store to Door are
achieved over two million mobile app company to cross-sell across other brands more services such as flexible de- an increasing part of the brand’s digi-
downloads, making it the most down- in its portfolio, with additional online and livery options, but ‘how to’ video tal strategy. “Innovation is at the core
loaded fashion app in Australia, and re- in-store services added such as Click Col- content for the booming Sports- of everything we do at Cue, so we are
ceives 13 million online visits per month. lect across the Cotton On, Typo, Cotton girl Beauty range and content always looking at ways to embrace new
Despite these significant wins, Lee says On Body, Supre, Cotton On Kids, Typo around inspiring young women. technologies and improve the customer
players in the tech space can never afford and Rubi store networks. Cotton On & Co Sportsgirl CEO Colleen Cal- shopping experience,” he says.
14 MARCH 2019 DIGITAL SPECIAL WWW.RAGTRADER.COM.AU WWW.RAGTRADER.COM.AU DIGITAL SPECIAL MARCH 2019 15
PRESENTED BY PRESENTED BY
7 16
Showpo: reach across 190 countries through a capital cities. Teperson says the launch offering and grow our Marketplace,” Amazon: head of Amazon
general manager partnership with marketplace Farfetch. of click-and-collect and click-and-dis- he says. The website already offers fashion Australia Angela
Alex Durkin Looking to the future, the swimwear patch sales more than doubled digital in excess of 1.9 million SKUs via the Langmann
Online fast fashion retailer Show- giant intends to launch an omnichan- revenue. “By just making the inventory Marketplace platform and has over While regulatory documents indicate
po never ends a year without a nel loyalty program called ‘The Beach available, we were able to generate that 1.2 million active customers. In 2017, Amazon made a modest $16 million
milestone: its annual revenue ex- Club’, which will allow customers to sales lift without investing a single cent the online shopping group purchased in sales for the first month of trade
ceeded $30 million in 2016 and a shop, earn and redeem rewards across more in the inventory. It’s a huge trans- iconic childrenswear brand Pumpkin in Australia, the online giant is start-
year later it recorded its one mil- stores and online sites. Swarbrick is well formation opportunity.” Patch from voluntary administration. ing to pick up traction. The platform
lionth order. In January 2019, placed to take on the challenge, hav- It now offers the brand on its plat- launched an online storefront ‘The
Showpo opened a 4,700sqm ing spent five years at Esprit APAC in form, alongside daily deals for men’s, Local Fashion Store’ leading up to
12
warehouse in Sydney to deal with senior executive marketing and eCom- Princess Polly: women’s and kid’s fashion brands. Christmas 2018, housing more than
this growing demand. The new merce roles. Seafolly CEO Paul Kotrba co-founder Wez Bryett 150 brands such as Tony Bianco, Oro-
site has allowed the company to says the brand has ambitions to become Queenslanders Wez and Eirin ton and Lorna Jane. It wasn’t just the
14
more than triple local warehous- the largest fashion swimwear house in Bryett are hitting above their weight when Bec + Bridge: bigger brands which earned a slice of
ing and increased capabilities to the world. “Seafolly has a strong global it comes to their fast fashion eCommerce brand and sales director the pie however, with labels such as
house over one million units of wholesale business in over 40 countries site, Princess Polly. Last year, private eq- Jordana Sexton
stock. Durkin manages a team that is delivering healthy year on year uity-backed Elevate Brandpartners took a Don’t let her job title fool you: her beat
of six executives as the business growth. Farfetch is another significant 50% stake in the business with reports a is sales, but her nous for eCommerce and
9
continues to scale, with plans to extend The PAS Group: head of digital milestone in our strategy to continue.” US rollout is planned to commence this digital strategy is unquestionable. Aus-
services to the US market. Importantly, Anna Samkova year. Eirin Bryett opened her first Prin- tralian designer womenswear label Bec
the brand also continues to place prod- When a company attributes 75% cess Polly boutique in the late 2000s and + Bridge has seen online sales increase
11
uct at the centre of its growth strategy. of transactions to loyalty customers, Accent Group: chief digital with the urging of Wez, diversified into 130% year on-year through a mix of
Showpo saw revenue increase by 30% the potential to use data for growth is officer Mark Teperson the eCommerce space. By 2010, the busi- delivery, online marketing and redesign
after extending its size offer by an ad- limitless. This is what The PAS Group As chief digital officer for Ac- ness had a $10 million turnover and nine initiatives. Brand and sales director Jor-
ditional three sizes. Durkin joined the head of digital Anna Samkova discov- cent Group, Mark Teperson is critical Princess Polly locations. The business is dana Sexton says a relentless focus on
business over five years ago when it was ered last year, when she unleashed a in leading an omnichannel strategy now a pureplay operator with merchandise key trading periods is vital to ensuring
operating bricks-and-mortar locations. new tool that unified online and of- which spans 445 stores across Austra- targetted at the wardrobes of 16 to 26-year- maximum return. “Spring racing is huge
“The decision to go pure play was pivot- fline purchase data alongside loyalty lia and New Zealand. In fiscal 2018, olds. Ardell Lashes, Dr Martens, L.A. Girl, for us and there is a heavy focus on our
al to Showpo, and allowed us to achieve and engagement stats. With a holistic it clocked a 130% growth in digital Quay Australia and Windsor Smith are dress category during this period - for in-
the growth we needed. As the company view of customer data - drilling down sales driven by four new eCommerce some of the brands offered on the site. stance, dresses made up 73% of all sales
grew, so did my responsibilities; more as deep as colour and product prefer- sites for Timberland, Dr. Martens, in September 2018 alone.” New season
stock, more staff, and more revenue to ence - the Group commenced targeted Platypus New Zealand and Skechers launch EDMs and Instagram are the key
be responsible for.” campaigns via paid social and email. New Zealand, the launch of click-and- drivers for converting customer sales.
The result? An end-of-season paid so- collect and click-and-dispatch options “We also see a high ROI on sponsored
cial campaign hitting lapsed customers in Platypus and Hype, as well as the Instagram posts, which we have only re-
8
Tony Bianco: digital marketing clocked a x4 return on ad spend. Sam- integration of after payment options cently started to run for the brand,” she
manager Beth Auty kova says the campaign involved ad- in-store across retail banners. The says. An Instagram bridal edit late last
Content is king for digital mar- vertising popular styles purchased by Group, which has a dedicated digital year saw the collection sell out within
keting manager Beth Auty. But as these customers via Facebook carousel. hub to drive ideas and innovation, also days of being online. “We were forced to
a manager who’s accountable for all “We finally achieved a single customer introduced an endless aisle inventory produce re-cuts almost immediately.”
eCommerce sales and KPIs across do- view and I know we are the only retail- solution and same day delivery for key
mestic and international sites, as well er who managed to do so in
15
as local drop-ship, she also under- four months’ time,” Samko- Honey Birdette: online
stands the need for revenue building. va says of the strategy. “We manager Charlotta Forslof
Auty says Instagram has become an wanted to have powerful Intimate apparel retailer Hon-
invaluable tool for the brand, allowing analytics available to us in ey Birdette is aiming to operate up to
for a constant stream of relevant mes- real time, all the time, and 20 stores in the US over the next two to
saging that can be adjusted at the click we wanted that data to give three years. Key to its success? An ag-
13
of a button. “For example, if it’s get- different insights across the Catch Group: gressive influencer strategy in the mar-
ting a little bit colder we will switch whole organisation.” CEO Nati Harpaz ket which has seen US online sales now
ads to be ankle boots. Or we will start During peak periods, pure- account for 35% of the business. This
pushing our other categories such as play company Catch Group can ship organic digital growth has largely been
10
jewellery or handbags. What we do Seafolly: head more than 10,000 parcels a day from driven on social media platforms such Local Supply and Third Form also get-
is we change that regularly to deliver of digital and its automated distribution centre in as Instagram. Honey Birdette founder ting in on the initiative. Langmann
relevant content to our customers so it eCommerce Melbourne’s industrial outer west. Eloise Monoghan credits her digital says the strategy, which also included
looks native in their feeds.” Some 20% Caroline Swarbrick In fact, CEO Nati Harpaz expects and marketing teams for snowballing an awards program for local designers,
of revenue generated through paid so- It’s going to be a bumper demand to be so significant over the US growth in a short amount of time. cements its dedication to fashion cat-
cial stems from Instagram, with 31% year for freshly appointed next five years, the Group has just un- “Certainly online, we’re seeing the egory growth. “We are really excited to
of impressions harking from the plat- Seafolly head of digital Car- veiled a new 22,000sqm warehouse brand resonate in New York, LA, Flori- be empowering some brilliant home-
form. Interestingly, 35% of followers oline Swarbrick. After un- close to its existing facility. “Catch da and Texas and 50% of social follow- grown talent by putting them front
on Instagram are now from the US, veiling a brand new global Group has been experiencing signifi- ers are now from the States.” The brand and centre on our Fashion store. We
further driving export growth for the eCommerce platform last cant growth over the last two years, currently has stores in Los Angeles and know Aussies love to shop local and we
brand internationally. year, Seafolly expanded its as we continue to expand our product other key trading districts. want to help them do just that.”
16 MARCH 2019 DIGITAL SPECIAL WWW.RAGTRADER.COM.AU
PRESENTED BY
17
Big W: general manager of
digital Kate Langford
BIG W is now in its third year
of a turnaround strategy, as it attempts
to claw back successive profit losses. In
October, the discount department store
revealed online sales had grown 177%
over the last quarter due to the adoption
of pick-up options, range expansion and
improvements in the search functional-
ity of its site. Big W digital head Kate
Langford is among those leading the
digital turnaround, as parent company
Woolworths looks to invest in company-
wide tech capabilties. “There’s a lot of
work that we’re doing at the moment to
help data inform decisions on inventory
forecasting, that’s intent-based, to help
us get better at efficient processes.” End-
less aisle is next on the agenda, in addi-
tion to a more data-centric approach to
marketing and communications. Over
the last 18 months, it has diversified its finance system, a new PLM system and a
media mix from a catalogues-heavy ap- new eCommerce platform allowing it to
proach with social, digital, out-of-home, replicate sites in the UK, Europe and Sin-
eStar Store: True
radio and screens added to the mix. gapore. If there’s an ambassador for tech
investment in the industry, it’s McNally.
“At the time, increased demand had begun
18
Witchery: head of to outstrip supply, our systems were bow-
marketing and digital
Jennifer Petropoulos
2018 was a year of digital gains for fash-
ing under the strain and temporary labour
was just being thrown randomly into the
mix without any clear direction,” she says.
Unified Commerce
ion retailer Witchery: it clocked over 20% “We simply had to do it.” The successful
year-on-year growth in online sales, as well designer brand is now readying itself for
as its biggest ever sale day during Vogue vertical retail expansion offshore.
Online Shopping Night. It hauled an im-
pressive $1 million in just 24 hours, ce-
20
menting a strategy which will see the brand Target Australia: eStar Store combines the rich content and user
place increased focus on continued online head of digital experience
growth in 2019. As head of marketing and Sally Lennox experience of online shopping with the functionality
digital for the retailer, Jennifer Petropoulos At a 2018 strategy day for Wesfarmers, of in-store POS and operator initiated orders/sales,
brings years of industry experience to the legendary department stores CEO Guy
role having worked at Target and TK Maxx. Russo praised the steady progress in Tar- creating a true unified commerce solution.
Witchery MD Simon Schofield is quick to get’s online business. In addition to a cen-
praise ongoing gains in the online space and tral distribution centre to pick, pack and
the power of a results-driven pool of talent. ship orders to customers, it was reducing In-store consumers are demanding the same levels
“Performance is strong and we’ve got a very delivery times to customers through in- of access to information and immediate service they
stable team. A very talented team.” store fulfilment of digital purchases. For
head of digital experience Sally Lennox, receive online.
it was about progressively rolling out the
19
Camilla: CEO Jane McNally service to stores rather than a blanket so-
Ok, so Camilla is technically lution nationally. “We started very slowly
not an online fashion brand - you don’t need to turn on every single
and a CEO is technically not a digital or store to begin with.” It is just one pillar
eCommerce head. But that’s where Jane in a full turnaround strategy for the dis-
McNally diverges from the rest: techni- count department store, which is using
cally. Last year, she instituted a mass in- loyalty data to drive a customer-led om-
frastructure overhaul at the designer fash- nichannel strategy. How far can the data
ion brand which saw the team spend 300 drill down? It knows the average Target
hours a week on structural changes. In a customer is a mother who spends 15
www.estaronline.com AU1800 503 891
bid to prepare itself for international ex- minutes in the store and is most likely to
pansion, it loaded up its tech armoury with shop for (in order) her home, kids and, sales@estaronline.com NZ 0800 151 655
a host of upgrades: a cloud-based ERP and finally, for herself. ■
You can also read
