artevelde 20 11
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E-commerce &
Multichannel
E-commerce &
Multichannel
Sprekersdag Artevelde Hogeschool
November 20th
Why do you need an E-
shop ?
Why do you need an E-
shop ?
“
“
Don’t be afraid
…
Don’t be afraid
…
“
“
Watch out !An E-shop is a
mentality switch in your
oprganisation
Watch out !An E-shop is a
mentality switch in your
oprganisation
“
“
A Brand Team & Strategy A Platform marketing mix Data & optimization
Need an E-shop ?Things you should think of …
1. A Brand
2 E-commerce sectors :
Fashion and home3 Suisses / Blancheporte / Becquet / Venca /
3 Pagen / Magnet /Vitrine magique /
Helline / Witt International
Office productsBruneau / Otto Office / Pickin'Pack / Orga System
4 Service sectors :
Digital-centric image processingNaos / Quais de l'Image
Customer relationshipMezzo
3Suisses – St.-Brice ?
DeliveryMondial Relay
Financial servicesContentia / Direxi / COFIDIS Participations Group*
4 Belgian Brands
Market & Research
- Market Analytics
- Tools
Market & Research
www.consumerbarometer.com
Belgian Competition
- Unigro holds Belgian Market position (+4% 2012)
- unique proposition + consolidated market segment
Unigro Business
- °1948 Belgian pioneer in Mail Order
- Since 1988 part of 3SUISSES INTERNATIONAL
- 2005 start Webshop
- Products : Furniture/Deco/Image/Sound/ …
- SalesChanels : Catalogue, Telephone, Webshop
- Internet activity grows | >42% April 2012
- 80% Credit | 90% Free Gift
almost EVERYTHINGNO food, clothes
What are we selling ?
« Our clients choose Unigro
because we care for an
extended Life comfort, by
offering responsable credit
facilities on a large choice of
products & services»
Unigro | Vision
Web | 2011 vs. 2012
- Strong Quantative evolutions
- Site interaction problem due to Affiliation Program
KPI Web | Photo 2012
- Difficult year 2012 #market
- Biggest Goal Q4 2012 : CN1 + conversion%
Questions#Shop or not to shop
2. Team & Strategy
Questions#Music & marketing
Online StrategyOnline Strategy
Business IntelligenceBusiness Intelligence
Web Analytics drives Online
Marketing, like a conductor leads his
orchestra.
Web Analytics drives Online
Marketing, like a conductor leads his
orchestra.
““
My Job Today#Could be yours offcourse …
essential E-dynamicsE
valu
atio
nE
valu
atio
n
Shopmanagement
Shopmanagement Marketing onlineMarketing online
PlanificationPlanification
Control & MonitoringControl & Monitoring
E-commerceSystems
E-commerceSystems
PROMOPROMO
CMSCMS
Faces, Jobs or TODO’s ?
DEFINE Processes + Workload to calculate VTE
• Most important Ax : 53% Weight
• 3 Top Priors : Testing – Site Animation – Strategy
• All recurrent tasks (no projects 2013)
• Weight is 17%
• 3 Top Priors : Affiliate – Emailmarketing – Mediaplan
• 3 projects 2013 : Adwords campaign managementSEOSocial Media Actionplan
• Weight is 30%
• 3 Top Priors : Development – HTML – Project Management
• 2 projects 2013 : New Features(Knowlegde Sharing CMS + Neuland)
OrganisationConclusions by TIME & Resources
Total Activity 2013 = 1373 days
Av. Working days/FTE = 220
6.24 Webteam members needed (wanted :-))
Weight of 3 OsEcom Axes :
Shopmanagement 53%Traffic 17%Technics 30%
Multichannel ?
ShopShop Catalogue (DM)Catalogue (DM) E-commerceE-commerce Call CenterCall Center
LogisticsLogistics
E-Commerce Manager
E-Commerce Manager
Assistante (KDP)
Assistante (KDP)
Resp. CRM & Campagneplan
(PM)
Resp. CRM & Campagneplan
(PM)
Webshopmanager
(FC)
Webshopmanager
(FC)
Resp.Communication
(LG)
Resp.Communication
(LG)
Organisation & Planning
(KDP)
Organisation & Planning
(KDP)
Resp.Cadeau
(KJ)
Resp.Cadeau
(KJ)
Assistante CRM &Campagneplan
(ZC)
Assistante CRM &Campagneplan
(ZC)
CRM- & Marketing analyste
(KV)
CRM- & Marketing analyste
(KV)
Webmaster(MC)
Webmaster(MC)
Traffic Manager(GS)
Traffic Manager(GS)
Developer(GS)
Developer(GS)
Resp. Production(CDP)
Resp. Production(CDP)
Copy(SO,SC,NR,YM/ADM)
Copy(SO,SC,NR,YM/ADM)
Resp. Multimedia content
(KVC)
Resp. Multimedia content
(KVC)
Maquettistes(KE, AVDB, LM, ND, MB, EDR)
Maquettistes(KE, AVDB, LM, ND, MB, EDR)
Resp. Contenurédactionnel
(SV)
Resp. Contenurédactionnel
(SV)
Resp.Conception visuelle
(WB)
Resp.Conception visuelle
(WB)
AssistanteProduction
(CVG)
AssistanteProduction
(CVG)
Multi Channel Team
Questions#Multichannel
3. A Platform
Every Business and target group needs his own platform …
Every Business and target group needs his own platform …
“
“
• Purchase = Driver• Web is an ‘extension’ of the catalogue• Paper is nr. one !
PurchasePurchase PROMOPROMO
MF
Old Platform
• ShopManagement = Driver• Purchase leads• Communication = Production• Flexibility• E-Merchandising tempo rules !• WEBteam Validates & Publishes
PurchasePurchase PROMOPROMO
MF
OsEcom
New Platform !
Don’t forget Wireframes and designs … Your
client is the most important !
Don’t forget Wireframes and designs … Your
client is the most important !
“
“
Old Site | 02_2012• Diffuse
• no Fixation point
• multi messaging
• no colour accents
• weak …
Fixations/Heatpoints on most important CTA’s
colour rankings to stress most important message
less is more …
Size matters …
Optimizations#06-2012
A b
Prototype testing#07-2012
V
1. Quickwin adaptations on existing site (EOS)
2. NEW PROJECT : #newweb2012
• New site layout
• New Wireframes & Prototype• Evangelisation graphic (PROMO) team …• Test the New Site Designs without visit !!!
(LIVE January 7th 2013)
Heatmaps …#usability rules
#Newweb2012
- Started 04_2012
- new Wireframes
- New Design
- New Platform
- New Workflows
- New Organogram …
LIVE January 7th 2013
4. Marketing Mix
Marketing = AIDA
Things TODO …
Mediamix
Google Analytics Pasport
Av. per month Exclude Medium-Aff
Optimise Affiliate 09_2012
- optimise on CTS
- STOP low quality partners
- Watch out for Cookies !
- incentive 4 partners
- Email marketeers rule !
- Budget shift to SEA
5. Data & optimization
Questions#Web Analytics
Web Analytics
Web Analytics Tool (s)
Measure & Optimize your
Businesswith Key
Performance Indicators
Measure & Optimize your
Businesswith Key
Performance Indicators
“
“
• Market (reach, competition, benchmarks, trends, ...)
• Attraction (#UV, lead generation, channels, …)
• Retention (pv/V, tos, bounce rate)
• Behaviour (top content, relevancy)
• Loyalty (returning prospects & clients)
• Conversion (subscriptions, contacts, Sales, …)
• Market (reach, competition, benchmarks, trends, ...)
• Attraction (#UV, lead generation, channels, …)
• Retention (pv/V, tos, bounce rate)
• Behaviour (top content, relevancy)
• Loyalty (returning prospects & clients)
• Conversion (subscriptions, contacts, Sales, …)
A KPI Model#KPI leads to Goal | evaluation parameter
• KPI dashboard + down drills
• best practices
• Business intelligence
• Performance Monitoring
• Coaching & training
• Continuous development
• Marketing adjustments
• KPI dashboard + down drills
• best practices
• Business intelligence
• Performance Monitoring
• Coaching & training
• Continuous development
• Marketing adjustments
Analyse & optimise#evaluation parameters
If you do all above,You’ll be very tired
…But Oh so satisfied
If you do all above,You’ll be very tired
…But Oh so satisfied
“
“
Questions ?
Conlusions#take away
• 1. Marketing is not a Job, it’s a passion
• 2. Let data lead you
• 3. The force will be with you, if you dare …
• 4. Most crucial part of E-commerce is your team
• 5. Be inspired !
• 1. Marketing is not a Job, it’s a passion
• 2. Let data lead you
• 3. The force will be with you, if you dare …
• 4. Most crucial part of E-commerce is your team
• 5. Be inspired !