(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

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    B2B

    B2C

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    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=1441890727003102

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    digital as an opportunity

    retail sales vs. year ago (Netherlands Q1 2015 CBS)

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    THE BUSINESS CASE

    sales

    online as driver of revenue growth

    sales / customer:

    +21%

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    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

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    store sales /

    customer:

    -10%

    total sales /

    customer:

    +20%

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    THE BUSINESS CASE

    sales

    online as driver of revenue growth

    especially appealing to most committed customers

    risk of cannibalisation

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    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

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    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

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    rational

    search

    product

    specification

    long tail

    price

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    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

    ?

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    cracking the code

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    AGENDA

    1. the challenge

    2. marketing

    3. logistics

    4. B2B ?

    5. conclusion

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    your logo here

    what is your online objective? 1. serve existing customers better

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    2.

    klanten enkel

    webshop

    klanten enkel winkel

    omni-channel klanten

    bron: Bijenkorf

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    what is your online objective? 1. serve existing customers better 2. customer acquisition within current market

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    bron: Retail in Belgium, InSites/Vlerick, 2012 (n = +170 per uitspraak)

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    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

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    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)

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    AGENDA

    1. the challenge

    2. marketing

    3. logistics

    4. B2B ?

    5. conclusion

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    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=1400773539182383

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    50% afhalen

    in de winkel (NL)

    33% cross-sell aan afhalende klanten (NL)

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    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)

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    LOGISTICS

    value density (/m3)

    high

    low high item & orderline

    density (#/m3)

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    AGENDA

    1. the challenge

    2. marketing

    3. logistics

    4. B2B ?

    5. conclusion

    LOGISTICS

    contribution & value density (/m3)

    high

    low high item & orderline

    density (#/m3)

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    B2B

    B2C

    64

    B2B buyers have B2C expectations on e-commerce platforms

    Andy Hoar (Forrester Consulting)

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    70

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    71

    50% of B2B companies buy from B2C websites

    Andy Hoar (Forrester Consulting)

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    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 !!)

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    from selling to helping to buy

    76

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    77

    AGENDA

    1. the challenge

    2. marketing

    3. logistics

    4. B2B ?

    5. conclusion

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    ?

    what is your online objective? 1. serve existing customers better 2. customer acquisition within current market 3. market expansion

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    LOGISTICS

    contribution & value density (/m3)

    high

    low high item & orderline

    density (#/m3)

    cracking the code

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    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

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    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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