The document discusses opportunities for fashion e-commerce in emerging markets like China and Russia. It finds that China and Russia will become the 1st and 3rd largest global markets for fashion e-commerce by 2016. The customer journeys and preferences in these markets are different, with social media and marketplaces playing a bigger role. To grasp the opportunities, companies need an omnichannel strategy that engages customers across all relevant touchpoints in each market, tailored to differences in market maturity.

1. Strategic thought to
exhaust the fashion
e-commerce potential
in the growing markets…

2. Are we ready to (really) grasp the emerging market
digital opportunities ?
Russia
Copyright © 2012 Accenture All rights reserved.
China
2

3. Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in these countries ?
2
Does we really know these markets and the customer needs?
3
What is the role of the digital in our expansion strategy?
4
What is the best digital go-to-market strategy ?
Copyright © 2012 Accenture All rights reserved.
3

4. Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in these countries ?
2
Does we really know these markets and the customer needs?
3
What is the role of the digital in our expansion strategy?
4
What is the best digital go-to-market strategy ?
Copyright © 2012 Accenture All rights reserved.
4

5. How can we define our business goals, reach our
customers and exhaust our e-commerce potential ?
Customer Journey
KPI
Business lever
Consider
Adressable market
Reach
Brand awareness & ATL
Customer
Thrust
Natural
& Organic
Acquire
Reactivation
Engage
Customer
relation
Direct
Marketing
Click
Through
Visitors
Commercial
Levers
User
Experience
Conversion
eStore
Store
Channeling
Convert
Profitability
Relation
Copyright © 2012 Accenture All rights reserved.
Turnover
Customer
Lifetime Value
5

6. Fashion e-commerce forecast: China and Russia
will become the 1st and 3rd the global market
E-Commerce Apparel potential customer by country
E-commerce Apparel potential market by country
(Million of people)
(Million Euros)
€ 25.000
400,0
350,0
€ 20.000
250,0
Axis Title
Axis Title
300,0
200,0
150,0
100,0
€ 15.000
€ 10.000
€ 5.000
50,0
UK
IT
FR
US
China
Russia
2013
9,3
2,0
5,9
36,6
99,8
8,1
2014
10,7
2,7
7,1
43,1
169,2
10,7
2015
11,6
3,5
8,4
49,8
265,9
12,9
2016
12,6
4,4
9,8
56,7
336,9
15,0
€UK
IT
FR
US
China
Russia
2013
€ 283
€ 42
€ 124
€ 785
€ 3.177
€ 265
2014
€ 359
€ 65
€ 175
€ 1.021
€ 6.945
€ 420
2015
€ 424
€ 97
€ 234
€ 1.291
€ 14.233
€ 591
2016
€ 499
€ 138
€ 311
€ 1.605
€ 22.506
€ 829
Source: eMarketer, Euromonitor, Internet retailer, idata, ATK. CBInsight, Netcomm, TNS, Accenture Analysis
Copyright © 2012 Accenture All rights reserved.
6

7. Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in these countries ?
2
Does we really know these markets and the customer needs?
3
What is the role of the digital in our expansion strategy?
4
What is the best digital go-to-market strategy ?
Copyright © 2012 Accenture All rights reserved.
7

8. The different digital consumer attitude is reflected
by the Top 25 sites interactions in Russia and China
Top 25 Chinese sites
Top 25 Russian sites
1 baidu.com
13 gmw.cn
1 yandex.ru
13 rambler.ru
2 qq.com
14 youku.com
2 vk.com
14 rutracker.org
3 taobao.com
15 ifeng.com
3 google.ru
15 ucoz.ru
4 sina.com.cn
16 youku.com
4 google.com
16 twitter.com
5 163.Com
17 ku6.com
5 mail.ru
17sberbank.ru
6 hao123.com
18 sogou.com
6 youtube.com
18 blogspot.ru
7 weibo.com
19 people.com.cn
7 odnoklassniki.ru
19 habrahabr.ru
8 tmall.com
20 alipay.com
8 facebook.com
20 ya.ru
9 360.cn
21alibaba.com
9 wikipedia.org
21 webmoney.ru
10 sohu.com
22 jd.com
10 liveinternet.ru
22 searchengines.ru
11 google.com.hk
23 google.com
11 livejournal.com
23 rbc.ru
12 soso.com
24 china.com.cn
12 avito.ru
24 sape.ru
25 yesky.com
Search
Social
Marketplace
Service/Entertainment
Copyright © 2012 Accenture All rights reserved.
25 aliexpress.com
Portal/Magazine
Bank/payment
Source: Alexa, Yander, Accenture analysis
8

9. Social-network and marketplace role in the Chinese
and russian customer journey (1/2)
Social influence: % of respondents indicating they
“share everything” or “MostThings” online.
Marketplace role: (A) the leading experience in China,
(B) the e-commerce enabler in Russia.
A
24%
B
Russia
China
Copyright © 2012 Accenture All rights reserved.
Source: Ipsos OTX, Alibaba, KPCB, eBay Alibaba/Taobao,
Ozon, Aplha wise, Morgan Stanley
9

10. Social-network and marketplace role in the Chinese
and russian customer journey (2/2)
Sina registred users &
annualized revenues
Russina E-Commerce diffusion by region
in 2010
Higest
potential
Russia
China
Copyright © 2012 Accenture All rights reserved.
Source: TNW, Sina, Morgan Stanley, KPCB, Idata, Acquarius,
Grachabicha Maga ccrr,
10

11. Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in these countries ?
2
Does we really know these markets and the customer needs?
3
What is the role of the digital in our expansion strategy?
4
What is the best digital go-to-market strategy ?
Copyright © 2012 Accenture All rights reserved.
11

12. Our digital strategy need to be designed to engage
the customer of markets with different maturity (1/2)
Is our strategy reflecting the brand positioning and
growth plan across all the channels ?
The new role of «digital» approached with a consistent
seamless customer centric strategy
Brand Popularity
Exausted
exclusive
accessible
Potential
Traditional
eCommerce
Business by channel growth
TV
A
B
Copyright © 2012 Accenture All rights reserved.
D
Print
In-Store
Event
VIP Event
exclusive
accessible
TV
C
Digital
Print
In-Store
Event
Digital
VIP Event
“Because the internet is founded on principles of accessibility
and democracy, luxury brands generally use digital as a way
to spread the brand's dream and mythology. Digital
communications can play a valuable and critical role in
spreading information about the brand.
12

13. Our digital strategy need to be designed to engage
the customer of markets with different maturity (2/2)
Business Lever
Dimension
Market Maturity
•
•
•
•
•
Geography/accessibility
Internet adoption
E-Commerce adoption
Preferred media
Usual customer journey
Strategy
•
•
•
Access a new market
Accessibility
Exclusivity
Objectives
•
•
•
•
•
•
•
•
•
•
1
2
3
4
Channels
Copyright © 2012 Accenture All rights reserved.
•
•
Market will
increase of 185%
•
Customer habits
•
will evolve quickly
•
We need to show
and enhance the
perception of our
style
•
We need to
transmit the real
quality of our
products
Awareness
Communicate
Engage
Purchase
Advocacy
•
We need to
establish a long
term relation with
the customer
base
•
We need to
constantly create
new relations with
new customers
Physical store
Mobile
On-line
Social
Marketplace
•
We need to
facilitate the
purchase
process
•
We need to cover
the relevant
touch-point to
enable the
relation
Market will
increase of 338%
Customer habits
will change totally
13

14. Are we ready to (really) grasp the emerging market
digital opportunities ?
1
What is the real omnicahnnel opportunity in these countries ?
2
Does we really know these markets and the customer needs?
3
What is the role of the digital in our expansion strategy?
4
What is the best digital go-to-market strategy ?
Copyright © 2012 Accenture All rights reserved.
14

15. The customer is looking for a seamless
omnichannel multi-touch-point customer-journey
The omnichannel customer is moving to a different
mix of touchpoint increasing the weight of digital
OFFLINE
FOUNDATION
Identification
of Need
AWARENESS
The multi-device consumer is increasing (56% in
China) but brand is missing their on-line potential
ONLINE
Search for
Solution
Evaluate
Alternatives
Compare
Offers
CONSIDERATION
Product
Details
Visit
to the
brand
website
Purchase
Decision
PURCHASE
Visit to
the store
Online
Purchase
Offline
Purchase
Mobile
App
LOYALTY
Online
Registration
ADVOCACY
Time
Spent
Social
Interaction
19%
81%
Source: European Technographics® Online Benchmark Survey, Q3 2012; North American
Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada); Asia Pacic
Copyright © 2012 Accenture All rights reserved. Technographics Online Benchmark Survey, Q3 2012 (Australia, China, Hong Kong, India, 15
Japan, South KoreaForrester Research, Acquarius

16. The omnichannel acquisition strategy will drive our
presence across the overall customer journey (1/3)
The chinese touch-point relevance
analysis to define the customer journey
The russian touch-point relevance
analysis to define the customer journey
Communicate
Communicate
Periodicals
Magazines
On-line
reviews
Market-place search
Catalogues
Glocal
apps
TV sales
Targeted
Door-to-Door
DEM
Pice-comparrion
Flash-sales
SMS
Product
Key-Word
Retargeting
eCoupon mCoupon
Marketplace store
Postal
Coupon
Store
Purchase
Copyright © 2012 Accenture All rights reserved.
online
Store
Television
Radio
Magazines
Digital Guerilla
PR
Word of mouth
Newsletter
Applications
Flyers
Generic Keywords
Site
offline
Mobile
online
Radio
Digital
PR
Social-commerce
E-Commerce
News
Sites
Online
Social Networks
TV
Video
Virals
Television
Guerilla
Word of mouth
Newsletter
Applications
Flyers
Generic Keywords
Site
Periodicals
Banner
Rich Media
Social-commerce
On-line
reviews
Market-place search
Store
Catalogues
Glocal
apps
TV sales
Targeted
Door-to-Door
DEM
Pice-comparrion
Flash-sales
SMS
Product
Key-Word
Retargeting
eCoupon mCoupon
Marketplace store
E-Commerce
offline
News
Sites
Online
Social Networks
TV
Video
Virals
Mobile
Banner
Rich Media
Postal
Coupon
Store
Purchase
Source: Mark Up, eBit Innovation and Demoskopea, NetComm,
Euromonitor, Datamonitor, Accenture Research
16

17. The omnichannel acquisition strategy will drive our
presence across the overall customer journey (2/3)
The chinese touch-point relevance
analysis to define the customer journey
The russian touch-point relevance
analysis to define the customer journey
Communicate
Periodicals
NetworksVirals
Store
Catalogues
Glocal
TV sales
apps
Market-place search
Product
Key-Word
DEM
Pice-comparrion
Flash-sales
Retargeting eCoupon
Postal
Purchase
Coupon
Store
Copyright © 2012 Accenture All rights reserved.
Radio
Magazines
Digital
PR
Guerilla
Word of mouth
Applications
Generic Keywords
On-line
reviews
Market-place search
Catalogues
Glocal
apps
TV sales
Product DEM
Key-WordPice-comparrion
Retargeting eCoupon
Flyers
Store
Social-commerce
Flash-sales
SMS
mCoupon
Marketplace store
E-Commerce
Targeted Doorto-Door
Newsletter
online
On-line
reviews
Mobile
online
Social-commerce
Site
Word of mouth
Flyers
Television
Online
Guerilla
Applications
Generic Keywords
Newsletter
Sites
TV
Social
Video
NetworksVirals
offline
Site
Rich Media
Magazines
Digital
PR
Periodicals
Banner News
News
Sites
Television
Social Online Radio
TV
Video
Mobile
Banner
Rich Media
offline
Communicate
Targeted
Door-to-Door
Postal
SMS
mCoupon
Coupon
Marketplace store
E-Commerce
Purchase
Source: Mark Up, eBit Innovation and Demoskopea, NetComm,
Euromonitor, Datamonitor, Accenture Research
Store
17

18. The omnichannel acquisition strategy will drive our
presence across the overall customer journey (3/3)
The chinese touch-point relevance
analysis to define the customer journey
The russian touch-point relevance
analysis to define the customer journey
Communicate
Communicate
Periodicals
Magazines
On-line
reviews
Market-place search
Catalogues
Glocal
apps
TV sales
Targeted
Door-to-Door
DEM
Pice-comparrion
Flash-sales
SMS
Product
Key-Word
Retargeting
eCoupon mCoupon
Marketplace store
Postal
Coupon
Store
Purchase
Copyright © 2012 Accenture All rights reserved.
online
Store
Television
Radio
Magazines
Digital Guerilla
PR
Word of mouth
Newsletter
Applications
Flyers
Generic Keywords
Site
offline
Mobile
online
Radio
Digital
PR
Social-commerce
E-Commerce
News
Sites
Online
Social Networks
TV
Video
Virals
Television
Guerilla
Word of mouth
Newsletter
Applications
Flyers
Generic Keywords
Site
Periodicals
Banner
Rich Media
Social-commerce
On-line
reviews
Market-place search
Store
Catalogues
Glocal
apps
TV sales
Targeted
Door-to-Door
DEM
Pice-comparrion
Flash-sales
SMS
Product
Key-Word
Retargeting
eCoupon mCoupon
Marketplace store
E-Commerce
offline
News
Sites
Online
Social Networks
TV
Video
Virals
Mobile
Banner
Rich Media
Postal
Coupon
Store
Purchase
Source: Mark Up, eBit Innovation and Demoskopea, NetComm,
Euromonitor, Datamonitor, Accenture Research
18

19. … so what ?
1
The market will growth very quickly (+185% in Russia, +335% in
China) then we need to keep an aggressive approach to protect our
achievement.
2
The customer journey and the consumer behavior is definitely
different so we need to re-invent the overall strategy including the
most relevant touchpoints (as local marketplace, social, searches).
3
The digital strategy need to be consistent with our positioning and
the market maturity (then probably more aggressive in China
relational in Russia).
4
The go-to-market need to cover the most important touch-point for
our clients and need to be managed with a strong platform and
accurate processes controlled by the brand.
Copyright © 2012 Accenture All rights reserved.
19

20. Thank you!
Federico Gasparotto
Digital Marketing Offering Lead
Accenture Interactive
Tel:
@:
Blog:
IM:
+39-331-7550490
federico.gasparotto@accenture.com
www.gasparotto.biz
federico.gasparotto