.NO. Club VITA Virke E-Handel

Transcription

1 Club VITA Virke E-Handel

2 Markedsleder med nærmere 30% markedsandel - ~1.3 MRD NOK omsetning VITA VITA EXCLUSIVE LOCO Everyday branded cosmetic products at an affordable price Exclusive products for the woman who wants nothing but the best Known brands at shockingly low prices 177 butikker 40 butikker 15 butikker VITA.NO LOCO.NO Lansert okt

3 THE UNIQUE COSMETIC GROUP CULTURE CLUB VITA EN AV NORGES STØRSTE KUNDEKLUBBER3

4 Club VITA is the #1 loyalty program in the beauty and health market 1 Norway s largest customer club for women 2 > members, 51% of all women aged Extensive use of data gathered to optimise assortment 4 5 Customer insight to tailor direct communication Club VITA webpage and mobile app 4

5 Largest customer club in Norway for women with fast-growing adoption Building a rapidly growing membership base to connect with the customer Covering ~50% of all Norwegian women aged between 15 and 69 years NUMBER OF CLUB VITA MEMBERS ( 000) 1) year: 482k 700 CLUB VITA MEMBERS AS SHARE OF NORWEGIAN WOMEN AGED BETWEEN 15 AND 69 YEARS Norwegian women Club VITA members 100% 90% 80% % Launch 60% 50% 40% 30% 20% 10% 65% 58% 46% 52% 43% 29% 0 Aug 14 Aug 15 Aug 16 Oct 17 1) 0% Age intervals Note: 1) As of 15 October ( Club VITA members) 5

6 Club VITA members earn points, receive exclusive offers and are invited to membership nights Club VITA membership benefits 1 Earn Club VITA points on all purchases and buy a broad range of products for Club VITA bonus points 2 Club-in-Club functionality brand specific loyalty rewards for frequent brand and product shoppers Invited to customers nights 3 4 Receive exclusive offers, tailored newsletters and SMS, and access to competitions with makeup prizes Customer event with Jan Thomas 6

7 in addition to having access to the Club VITA app Club VITA app Long list of features SELECTED FEATURES Points overview, highlighted products and tips & tricks Find your closest VITA or VITA EXCLUSIVE store Beauty and health Tips & Tricks Club VITA points can be used in the gift shop Josefin 100p Overview of products that can be bought for Club VITA points List of special offers Your favourite products Featured products Find your closest VITA or VITA EXCLUSIVE store Your Club VITA profile Buy products on VITA.no 7

8 VITA.no - key platform to enable omnichannel behaviour ~85% of VITA.no customers are omnichannel customers Rapidly growing online platform closely interlinked with physical stores Appealing interface and great functionality Great customer convenience and features Wide range of payment solutions, live inventory levels both online and in stores, and full integration with Club VITA Guaranteed delivery within 1 to 3 working days Over products Top rated on Trustpilot and prize nominated Integration with physical stores and valuable test platform Click & Reserve customers can reserve online and pick up instore within two hours The online platform is an excellent way to test new products before deciding to launch the product in stores Strong growth and positive development on all KPIs since establishment Strong growth since establishment in 2011 ~0.6 million unique monthly visits on average 8

9 INSTAGRAM APP FACEBOOK ONLINE CLICK & RESERVE UPSELLING STORE 1:1 CUSTOM NEWSLETTERS SMS Uniquely positioned to drive omnichannel behaviour VIP EVENTS AND CUSTOMER NIGHTS TAILORED S VIDEO CONTENT AI-DRIVEN MARKETING PROGRAMMATIC MARKETING 9

10 Norway s largest customer club for women with significant potential Leveraging invaluable customer insight to enhance omnichannel and drive sales Great benefits for all parties: Customers get bonus and rewards, relevant offers, invitations and an integrated platform increasing convenience Online Suppliers gets targeted communication with customers Cosmetic Group gets unrivalled customer insight, and a fully owned media house The omnichannel customer is valuable spends substantially more than offline customers SMS Uniquely positioned to drive omnichannel behaviour with Club VITA Tailored s Store Club VITA members >+15% Larger basket size 4x Higher spending growth Account for >60% of sales More than >6 times annual purchases 3) Huge potential from capitalising on membership base and utilise unique customer insight 10

11 Club VITA provides Cosmetic Group with valuable customer insights Members provide Cosmetic Group with valuable information upon registration, enabling Cosmetic Group to know its customers KNOWS HER DEMOGRAPHICS KNOWS HOW TO GET IN CONTACT WITH HER KNOWS HER PREFERENCES KNOWS HER BEHAVIOUR KNOWS HER SHOPPING PATTERN COSMETIC GROUP KNOWS ITS CUSTOMER AND IS ABLE TO TAILOR ITS OFFERING ACCORDINGLY 11

12 that allow the Company to know its customers key to drive sales Assortment and communication tailored to personas Six key customer groups (personas) Selected favourite products Selected favourite products JORGOBÉ PEEL OF MASK NAO COCO TEETH WHITENING FEMARELLE RECHARGE L'ORÉAL AGE PERFECT Josefin Gerd Fashion interested primarily The traditional primarily 50+ Selected favourite products Selected favourite products BIO OIL BABY FOOT PEELING MAX FACTOR VEET BEAUTY STYLER Cecilie Anita Trendy/short in time primarily High expectations primarily Louise 2) Free from - All age groups Rita 2) Good deal - All age groups 12

13 Unparalleled customer reach combined with strong analytical capabilities give Cosmetic Group a strong marketing platform Example: Cosmetic Group delivers integrated marketing campaigns throughout the customer journey L Oréal launched a new hair colour series, Colorista. Cosmetic Group outlined a full digital launch of the series DATA ANALYSIS Using its unparalleled consumer insights in the beauty and health market, Cosmetic Group...found the right audience... Millennials Josefin persona (fashion interested, young, trendy and social) RIGHT CHANNELS...in the right channels... > views...with great financial results Only digital (low cost) TAILORED CAPMPAIGNS RIGHT AUDIENCE > views ~ opened newsletters RIGHT RESULTS 13

14 Personas is actively used to tailor assortment on Group and store level to drive sales and to increase employee awareness Different customer mix in each store creates great opportunity to tailor and better target stores offering Each store will know its customer base EXAMPLES OF NUMBER AND TYPE OF PERSONAS IDENTIFIED IN EACH STORE VITA ARKADEN Clear difference in customer segments comparing VITA Arkaden and VITA Rykkinn VITA RYKKINN Extensive use of Club VITA to identify personas BETTER UNDERSTAND NEEDS AND BEHAVIOUR THROUGH PERSONAS Cecilie Josefin Cecilie Josefin CUSTOMISE ASSORTMENT - STORE SPECIFIC TO ADDRESS SPECIFIC CUSTOMER BASE Anita Anita Gerd Gerd INCREASE EMPLOYEE AWARENESS AND TAILOR SERVICE TO PERSONAS 14

15 Club VITA insight enables the Company to leverage the membership base with 1-to-1 marketing and predictive analytics Cosmetic Group leverages the data generated from Club VITA in several ways TARGETED MARKETING AND PREDICTIVE ANALYSIS Customised 1-to-1 marketing and tailored campaigns based on historical purchase data PERSONALISED COMMUNICATION Refine 1-to-1 marketing with predictive analytics to increase relevance of communication INCENTIVISE OMNICHANNEL BEHAVIOUR Use Club VITA incentives and communication channels to incentivise omnichannel behaviour ARTIFICIAL INTELLIGENCE (BEGINNING TO TRY IT OUT NOW) Use AI to predict replenishment of inventory, churn and winback strategy 15

16 Club VITA Alf Jondahl 16