My Portfolio
@
IT Skills
liljatho@gmail.com
5250-8229
Language Skills
InDesign
English
Illustrator
Icelandic
Photoshop
Danish
1
Red Cros Go’Stil
Donate an outfit
= 250kr
3571
Liters of
water
1
Temporary shelter
2
Maternity packages
5
Mosquito nets
Source: “International Røde Kors”, The Red Cross, accessed November 11, 2014,
Infographics to demonstrate how donat
2
ss Project
100 tons of clothes are donated weekly
1.092 containers all over Denmark
Go’Stil
Emtied in the Center or at a vintage shop
Unsellable clothes
1,2% Sellable clothes
Red Cross Vintage Shop ProďŹ t ca. 54 mio. kr.
Relief in disaster areas
Textile buyers 21 mio kr Red Cross Sorting Center
ting clothes to the Red Cross can help.
3
55%
Visit physical store
35%
Buy directly online Contact the store online
6%
Call the store
4%
online
6%
Contact t
4%
Call the st
In-store customer behavior
Furniture retail isn’t what it used to be, the way we research shop and purchase has changed drastically the last 5-10 years. This infographic will take you through some of the changes and what impact they have on the furniture industry.
Number of worldwide internet users 3000m
75% are ready to buy on their 2nd visit
In-store cust
Online shop 13
Feel more comfo after
What costu Only 15
2500m
purchas
2000m 1500m 1000m
64% of furniture stores had
86% of furniture stores had
a website in 2007
a website in 2013
But many are sorely lacking in functionality
500m
0m
6
Only 15% of costumers are ready to purchase the 1st time they visit a store
Furniture Retail Reality
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
70% What costumers use the internet for Search for information
69%
51%
Compare brands
43%
Research before visiting a store 10%
20%
30%
40%
64%
if you are not there, they will find your competitor
64%
If you are not there, they can’t find you
50%
60%
Research before visiting a store
Age devis 0%
Online sales accounted for 9% of total furniture sales in 2013
of furniture stores with a website accept orders online
6 out of 10
Feel more comfortable making a purchace decision after doing an online research
2
Simply having a we tech savvy and expe
64% of furniture s
2008
Simply having a website is not enough. Today’s shopper is tech savvy and expects a proper experience on your website
10%
If your target there is a 74% li
70% 2013
56%
Of all home furnishing buyersCompare bought online in 2013 brands
make sure it’s your information they find
46% 0%
9%
25%
of consumers research furniture online before making a purchase
Search for information
13%
5
a website i
18%
Of all home furnishing buyers bought online in 2013
Feel comfortable buying a sofa without sitting on it first
But many ar
of customers abandon a website for lack of product information good product information: 360º spin
Age devision of online buyers Ages 49-67 (48%)
If your target customer is between 33 and 67, there is a 74% likelyhood they are online shoppers
HD Zoom
Ag
HD visuals Good descriptions
Implementing customer engaging features are well worth it
Be where the mon
360º spin can increase conversion by 50% HD Zoom can increase conversion by 30% Quality visuals reduces return rates by up to 10% Ages 49-67 (48%)
After costumers have researched online 55% 35% 6% 4%
www
Visit physical store Buy directly online
Ages 18-32 (14%)
Ages 33-48 (26%)
Ages 68 + (12%)
Be where the money is Online buyers are over 2x more likely to have incomes of $150,000 or more
Contact the store online Call the store Costumers who shop both online and in-store spend on average 4times more than costumers who shop only in store
In-store customer behavior
Online
Only 15% of costumers are ready to purchase the 1st time they visit a store
75% are ready to buy on their 2nd visit
+
In-store
=
4x
2012-2013
$9,2 billion 2013
5%
64% of furniture stores had
86% of furniture stores had
a website in 2007
a website in 2013
2012
1
1%
e
I n-
But many are sorely lacking in functionality
st
9%
of furniture stores with a website accept orders online
Online sales accounted for 9% of total furniture sales in 2013
Costumers wh spend on avera After costume wh
55% 35%
Highly engaged customers bring in
23%
3x
39% of merchants state;
more revenue
+
=
6
6% 4%
Feel more comf Call the sto after
Sales growth
41%
Interactive design software increases sales by
Online
In-store Contact t
or
of customers shopping furniture need help with design aspects of their decision to purchase
25%
Quality of furniture stores wit website accept orders online
1,
li n
HD Zoo
e
On
25%
more spending
Sales growth from
$8 billion
Implementing custo Online buyers 360º sp income
2012-20
13
In-store cust
Of all home furnishing buyers bought online in 2013
Only 15 purchas
“offering multimedia product viewing is ‘very effective’” How to engage furniture customers: Invest in useful website functionality, such as online furniture customization Ability to design rooms with online interior room planners Tie the online and in-store experience together with room planners accessible from shop
6 out of 10
Feel more comfortable making a purchace decision after doing an online research
Sources Furniture Today report: e-intent www.ffi.msstate.edu/pdf/consumer_attitudes.pdf www.sitecore.net/Resources/whitepapers/Engaging-with-Empowered-Customers.aspx
13%
Of all home furnishing buyers bought online in 2013
18%
Feel comfortable buying a sofa without sitting on it first
www.furniturenews.net/news/articles/2014/08/997192662-brc-kpmg-online-retail-sales-monitorjuly-2014 www.ibisworld.com.au/media/2013/11/29/explosive-growth-online-furniture-sales/ www.internetretailer.com/2014/04/16/pier-1-makes-web-higher-priority www.chicagobusiness.com/ www.internetretailer.com/2011/05/26/businesses-say-rich-media-helps-lure-shoppers
cylindo.com
Age devision of online buyers If your target customer is between 33 and 67, there is a 74% likelyhood they are online shoppers
4
Age devis nl
$8 billion
O
2012 If your target
there is a 74% l
2013
2013 online accept orders 9% of total furniture sales in website 2013 online Only 15% of costumers are ready to purchase the 1st time they visit a store
the store online
70%
tore
75% are ready to buy on their 2nd visit
of consumers research furniture online before making a purchase
out of 10 tomer behavior
6 out of 10 6 out of 10
pping Infographic 3% 18% 13% 18%
ortable making a purchace decision doing an online research
umers use the for 5% of costumers are internet ready to
Feel more comfortable making a purchace decision after doing an onlinearesearch Feel more comfortable making purchace decision after doing an online research
se the 1st time they visit a store
69% make sure it’s your they find 75% are ready toinformation buy 51% on their 2nd visit
buying if you are not there, they 64%Feel comfortable will find your competitor a sofa without sitting on it first
43%
64%
If you are not there, they can’t find you
46%
sion of online buyers 30%
40%
50%
60%
70%
2013
customer is between 33 and 67, ikelyhood they are online shoppers
2008
ebsite is not enough. Today’s shopper is ects a proper experience on your website
56%
64%
But many are sorely lacking in functionality
Age devision of online buyers AgeIf your devision ofis between online target customer 33 andbuyers 67, there is a 74% likelyhood they are online shoppers If your target customer is between 33 and 67, there is a 74% likelyhood they are online shoppers
a website in 2013 of customers abandon a website for lack of product information
good product information:
ges 33-48 (26%)
Ages360º 18-32spin (14%)
Ages 68 + (12%)
HD Zoom HD visuals
ney is
Good descriptions
omer engaging features are well worth it
s are over 2x more likely to have pin can increase conversion by 50% es of $150,000 or more
9%
%
om can increase conversion by 30%
Online sales accounted visuals reduces return rates by up to 10% for th a 9% of total furniture sales in s 2013
ho shop both online and in-store age 4times more than costumers ersshop haveonly researched ho in store online www
4x 6 out of 10
Visit physical store
Buy directly online more spending the store online
fortable making a purchace decision rore doing an online research
from
013
$9,2 billion tomer behavior 2013
3%
18%
Feel comfortable buying a sofa without sitting on it first
of furniture stores Ages 49-67 (48%) with Agesa33-48 (26%) accept orders website Ages 49-67 (48%) Ages 33-48 (26%) online
6 out of 10
Feel more comfortable making a purchace decision after doing anboth onlineonline research Costumers who shop and in-store
spend on average 4times than costumers Costumers who shop bothmore online and in-store who shop only in store spend on average 4times more than costumers who shop only in store
13%
Online Online In-store In-store
Of all home furnishing + = buyers bought online in 2013 + =
4x 4x
18%
Feel comfortable buying without sitting on moreait sofa spending first
more spending
Age devision Sales growth fromof online buyers Sales growth If your targetfrom customer is between 33 and 67, $9,2 billion
2012-2013 2012-2013
there is a 74% likelyhood they are online shoppers 2013
$9,2 billion 2013
1 e 1 n li r $8 billion O nline In-sto r 2012 n (26%)sto $8 billion (48%) O I ne
1,
e
n-
I t customer is between 33 and 67, likelyhood they are online shoppers
9% of total furniture sales in Ages 68 + (12%) 2013
Ages 18-32 (14%)
Online buyers are over 2x more likely to have incomes $150,000 orlikely moreto have Online buyers areofover 2x more incomes of $150,000 or more
5%5 %
1%
5%
75% are ready to buy
Online salesAges accounted 68 + (12%) for Ages 18-32 (14%)
Be where the money is Be where the money is
5% of costumers are ready to se the 1st time they visit a store
l sion ofstheir on 2nd visit buyers ronline to
9%
25%
re sorely lacking in functionality
1
86%
86% of furniture stores had
stores had in 2007
ine
18%
Feel comfortable buying a sofa without sitting on Feel comfortable buying it first a sofa without sitting on of furniture stores had it first in 2013 a website
1, e 1 1 % ,1 %
20%
13%
Of all home furnishing buyers bought online in Of all home furnishing 2013 buyers bought of online in stores had furniture 2013 a website in 2007
Ages 49-67
Ages 33-48
Ages 18-32 (14%)
Ages 68 + (12%)
2012
41%
of customers shopping furniture need help with design aspects of
Be where the money is
41% 41%
Online buyers are over 2x moreshopping likely tofurniture have of customers need help with design aspects of incomes of of $150,000 or more customers shopping furniture
5
Market Research The UK luxury handbag market
2008
3,6
6,3
5,6
2,3
2009
5,4
7,1
6,0
3,1
2010
8,1
8,5
7,2
4,4
2011
10,5
8,4
7,4
5,1
2012
12,2
7,9
7,7
5,9
% of shares held by leading brands in the UK luxury accessories market
The Luxury Accessories Market grew by
6% in 2012 Handbags represent
33% of the whole
market 6
Custumer journey map Costumer journey map - Magasind du Nord ďŹ rst oor
Good experience
Needs improvement
Bad experience
7
Start-up idea
8
Brand Manual
9
Value Chain
Support activities
Value chain Management - Clear vision and strong vertical integration management IT - High technology communication system Human Resources - Well trained staff and store managers involved in product development
Primary activities
Design
u
- Inhouse designers - New looks in stores twice a week - Costumer oriented design
Manufacturing
u
- Ability to react throughout the season - Proximity production - Long term relationship with suppiers - Company owned factories - Ethical & sustainable production
Logistics
u
- Warehouses in Spain - Delivery twice a week - Cost of delivery added to the price of the product
Stores - International precance - Premium locations - Window displays - Product displays - universal - strong identity - Costumer service
Own construction based on information from http://www.inditex.com/our_group/business_model
This Zara’s value chain that I constructed for my first year exam.
10
Book Cover
This is the book cover I designed for my Admissions exam.
11