(Cross-Border) E-commerce: een rendabel business model? | Professor Gino van Ossel

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11/10/2015 1 (CROSS-BORDER) E-COMMERCE: EEN RENDABEL BUSINESS MODEL? PROF. GINO VAN OSSEL GINO.VANOSSEL@VLERICK.COM A.D.H.D.- generation 11/10/2015 2 11/10/2015 3 B2B B2C 11/10/2015 4 retail sales vs. year ago (Netherlands Q1 2015 CBS) digital as a threat https://www.google.be/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQoTCM7Ov9yD6scCFUnSGgodY_kA5w&url=https://www.linkedin.com/pulse/youre-30-dont-know-trouble-dr-isaiah-hankel&bvm=bv.102022582,d.d2s&psig=AFQjCNHBsjAm_SMJQN1wlyZ0guJMKmEktA&ust=144189072700310211/10/2015 5 digital as an opportunity retail sales vs. year ago (Netherlands Q1 2015 CBS) 11/10/2015 6 11/10/2015 7 THE BUSINESS CASE sales online as driver of revenue growth sales / customer: +21% 11/10/2015 8 THE BUSINESS CASE sales online as driver of revenue growth especially appealing to most committed customers AGENDA 1. the challenge 2. marketing 3. logistics 4. B2B ? 5. conclusion 11/10/2015 9 store sales / customer: -10% total sales / customer: +20% 11/10/2015 10 THE BUSINESS CASE sales online as driver of revenue growth especially appealing to most committed customers risk of cannibalisation 11/10/2015 11 THE BUSINESS CASE sales online as driver of revenue growth especially appealing to most committed customers risk of cannibalisation capex digital requires major investments profit impact depends on sales volume 11/10/2015 12 11/10/2015 13 THE BUSINESS CASE sales online as driver of revenue growth especially appealing to most committed customers risk of cannibalisation capex digital requires major investments profit impact depends on sales volume opex fulfilment & marketing costs are incremental 11/10/2015 14 rational search product specification long tail price 11/10/2015 15 THE BUSINESS CASE sales online as driver of revenue growth especially appealing to most committed customers risk of cannibalisation capex digital requires major investments profit impact depends on sales volume opex fulfilment & marketing costs are incremental margin squeeze due to price transparency ? 11/10/2015 16 cracking the code 11/10/2015 17 AGENDA 1. the challenge 2. marketing 3. logistics 4. B2B ? 5. conclusion 11/10/2015 18 11/10/2015 19 your logo here what is your online objective? 1. serve existing customers better 11/10/2015 20 2. klanten enkel webshop klanten enkel winkel omni-channel klanten bron: Bijenkorf 11/10/2015 21 what is your online objective? 1. serve existing customers better 2. customer acquisition within current market 11/10/2015 22 bron: Retail in Belgium, InSites/Vlerick, 2012 (n = +170 per uitspraak) 11/10/2015 23 plus dinfo sur www.carrefour.eu/tv what is your online objective? 1. serve existing customers better 2. customer acquisition within current market 3. market expansion 11/10/2015 24 MARKETING 26,7% 22,6% 17,6% 13,2% 0% 5% 10% 15% 20% 25% 30% 2011 2012 2013 2014 marketing cost ratio (% of sales) 11/10/2015 25 11/10/2015 26 AGENDA 1. the challenge 2. marketing 3. logistics 4. B2B ? 5. conclusion 11/10/2015 27 LOGISTICS contribution & value density (/m3) high low high high relative cost of transportation item & orderline density (#/m3) http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=zv33gJ_UW938dM&tbnid=HHh1B23Pg0CG8M:&ved=0CAUQjRw&url=http://annualreview.ipc.be/en/e-commerce-and-parcels/EPG&ei=TMp8U6igD_DU4QTzxoDwCQ&psig=AFQjCNHJIisnjtKTbE-3Oj8WLgqvMl1rVg&ust=140077353918238311/10/2015 28 50% afhalen in de winkel (NL) 33% cross-sell aan afhalende klanten (NL) 11/10/2015 29 60% van de retouren gebeuren in de winkel (NL) LOGISTICS value density (/m3) high low high high relative cost of handling item & orderline density (#/m3) 11/10/2015 30 LOGISTICS value density (/m3) high low high item & orderline density (#/m3) 11/10/2015 31 AGENDA 1. the challenge 2. marketing 3. logistics 4. B2B ? 5. conclusion LOGISTICS contribution & value density (/m3) high low high item & orderline density (#/m3) 11/10/2015 32 B2B B2C 64 B2B buyers have B2C expectations on e-commerce platforms Andy Hoar (Forrester Consulting) 11/10/2015 33 11/10/2015 34 11/10/2015 35 70 11/10/2015 36 71 50% of B2B companies buy from B2C websites Andy Hoar (Forrester Consulting) 11/10/2015 37 PERSONAL SALES? pre-digital sales rep: knows little about a lot ingnorant customer: knows nothing digital sales rep: knows little about a lot informed customer: knows a lot about little result conversion: increasing interactions: less & shorter satisfaction: decreasing (customer & staff !!) 11/10/2015 38 from selling to helping to buy 76 11/10/2015 39 77 AGENDA 1. the challenge 2. marketing 3. logistics 4. B2B ? 5. conclusion 11/10/2015 40 ? what is your online objective? 1. serve existing customers better 2. customer acquisition within current market 3. market expansion 11/10/2015 41 LOGISTICS contribution & value density (/m3) high low high item & orderline density (#/m3) cracking the code 11/10/2015 42 Dit boek biedt een stevig conceptueel kader n heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail! Wouter Torfs, CEO Schoenen Torfs Gino schrijft zoals hij spreekt: toegankelijk, to the point en altijd toepasbaar. Een aanrader voor eenieder die zich met (r)etail bezighoudt! Tijn van Elderen, CEO Brabantia Een boek geschikt voor zowel professional als leek, voor de denker en de doener, de gelegenheidslezer en de alleslezer. Verslag van de Jury, Managementboek van het Jaar 11/10/2015 43 CONCLUSION 85 Prof. Gino Van Ossel Retail management E-commerce & omni-channel Shopper & trade marketing Channel management gino.vanossel@vlerick.com @ginovanossel mailto:gino.vanossel@vlerick.comhttp://www.linkedin.com/in/sylvainpion

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