Retailer’s  Dilemmas  on  the  Way  to  Mul4channel  Sale  

Marek  Górecki  eCommerce  Specialist  h<p://divante.pl/    

Krzysztof  Włodarczak  E-­‐Commerce  Manager  h<p://prak4ker.pl/    

What’s  this?  

source:  facebook.com/MaciekGajwer  za  realitypod.com  

Timeline  

•  March  2010  –  we’re  going  e-­‐commerce!  •  March  2011  –  do  we  have  e-­‐commerce?  •  March  2012  –  OMG  e-­‐commerce!  

Where  do  people  buy?!  We  ask  offline  

48%

51%

49%

43%

46%

0% 20% 40% 60% 80% 100%

Garden

Tools

Home decoration and lighting

Sanitary products

Building materials

The role of online sources vs. product category

12% 8% 8% 6%0% 0%

27%

14%22%24%

43% 42%

13%

0%

20%

40%

60%

80%

100%

Bro

wse

r (i.e

., G

oogl

e,ya

hoo)

On-

line

DIY

sto

res

(e.g

., pr

aktik

er.p

l ,ez

akup

y.le

roym

erlin

.pl)

Web

site

s of

DIY

sto

res

pres

entin

g ge

nera

lin

form

atio

n

Web

site

s co

nnec

ted

with

Hom

e&G

arde

npr

oduc

ts

Man

ufac

ture

r’s w

ebsi

te

On-

line

prod

uct o

r pric

eco

mpa

rison

serv

ice(

e.g.

,

On-

line

auct

ions

(alle

gro,

eba

y et

c.)

On-

line

stor

es s

ellin

gH

ome&

Gar

den

prod

ucts

Web

site

s (e

.g.,

onet

,w

p et

c.)

On-

line

blog

s an

dfo

rum

s on

bui

ldin

gm

ater

ials

Con

sum

ers’

opi

nion

son

the

Inte

rnet

Vid

eo s

ites,

e.g

.,Y

ouTu

be

Soc

ial n

etw

orki

ngse

rvic

e (e

.g.,

Face

book

)

47% clients who plan shopping ahead, before visiting the store, do it online.

foto:  whdhwhb.blogspot.com  

foto:  whdhwhb.blogspot.com  

Where  do  people  buy?!  We  ask  offline  

Yes68%

No95%

Yes5%

Yes52%

Awareness Visit Purchase

Yes,  N=495  

Yes  N=732  

Do  you  know  prak4ker.pl  e-­‐store?  

Online  purchase  of  products  in  Home&Garden  category  

The  possibility  of  online  purchase  in  Home&Garden  product  category  

• Very  likely  • Rather  likely  • Neutral  • Rather  not  likely  • Not  likely  at  all  • I  don’t  know  

No,    N=260  

Yes  

Where  do  people  buy?!  We  ask  online  What is your reason to visit the Website?

• Learning  about  discounts  • Checking  prices  • Searching  for  a  product  and  checking  its  availability  in  a  Prak4ker  store  

• Finding  the  address  and  opening  hours  of  a  Prak4ker  store  

• Online  purchase  of  a  product  • Others  • Tasks,  ques4ons,  help  • Gegng  professional  help  

Check  product  availability  in  Prak5ker  stores  

ROPO!  

=  22x  Check  product  availability  in  Prak5ker  stores   +  ADD  TO  CART  

More  ROPO!  

Poorly  described  products  

There  are  less  products  displayed  than  the  actual  

number  of  products  in  storea  

Lack  of  small  products  (drills,    screws,  etc.)  

The  most  common  

commentaries  regarding  the  

Website  

Small-­‐sized  font  

Very  few  colors  

No  promo4onal  paper  

We’re  building…  

Source:  facebook.com/MaciekGajwer  za  realitypod.com  

Product  Descrip4ons  

How  does  a  detailed  product  descrip4on  influence  purchase  decision?  

What  is  the  most  important  feature  of  a  product  page  for  you?    

• Product  descrip4on  • Product  photos  • Addi4onal  descrip4on,  e.g.  size,  weight,  etc.  • Discount  price  or  addi4onal  extras  • Informa4on  about  product  availability  in  stores  • The  possibility  to  ask  a  ques4on  about  the  product  • Opinions  of  other  users  • The  possibility  of  recommending  a  product  to  a  friend/friends  • Similar  products  chosen  by  other  users  • Product  number  and  EAN  code  • Others  • Sugges4ons  of  the  most  commonly  purchased  products  

Test:  Product  Descrip4ons  –  Guidelines  

We  added  500-­‐700  characters-­‐long  descrip4ons  of  100  products  from  5  categories:  •  divided  into  2  paragraphs;    •  including  the  following  informa4on:    

– Appearance  (color,  texture,  e.g.  ma<,  shiny,  etc.);    – Product  use  (home/office,  type  of  room:  bathroom,  kitchen,  living  room  etc.);    

– Style  (modern,  classic,  rural  etc.);    – Materials;    – Technical  defini4ons  (thermal  head  etc.).    

Test:  Product  Descrip4ons  –  Results    

A"er  adding  unique  product  descrip2ons,  Google-­‐generated  traffic  responding  to  the  chosen  keywords  grew  by  120%.      Similarly,  sales  of  these  products  grew  3  2mes  from  July  to  August.    33%  of  sales  comes  from  SEO.  

Product  Descrip4ons  Today  Technical  descrip4on  (buyers/suppliers)  

Keywords  for  a  given  product  category  

(SEM  agency)  

Product  descrip4on  

….but  product  descrip4on  is  not  just  words!  h<p://www.prak4ker.pl/produkt,37786,258/mlotowiertarka_makita_hr2450_780w_sds-­‐plus.html  

Almost  new…  

źródło:  facebook.com/MaciekGajwer  za  realitypod.com  

TV  +  OOH  +  radio  –  Maciek  Gajwer  and  the  shower  cabin  

TV  +  OOH  +  radio  –  Maciek  Gajwer  and  the  washcloth  

TV  +  OOH  +  radio  –  Maciek  Gajwer  and  the  

lawn  mower  

Strategy  –  Communica4on  Synergy    

OOH    buy  online!  

Mobile-­‐Generated  Traffic  and  Sales  –  Consistency  Regarding  the  Offer,  Communica4on  and  Sales  

Channels  

Strategy  of  Development  +  Synergy  

•  Online  sales  increase  aver  launching  new  channels  of  promo4on  

•  Using  the  ROPO  effect  to  increase  sales  in  stores  

•  Gaining  unique  market  domina4on  regarding  func4onality,  usability  and  technology  

•  Increasing  the  effec4viness  via  op4miza4on  of  client  service,  store  management,  logis4cs  and  legal  processes  

In  the  end,  sales  is  always  crucial!  

Summary  

źródło:  facebook.com/MaciekGajwer  za  realitypod.com  

Rekomendacje  –  06.2011  

Test,  learn,  go!  

facebook.com/MaciekGajwer  Thank  you!  

HOW TO FIX (ALMOST) EVERYTHING

Does  it  move?  

Problem  solved!  

Silver  tape  

And  should  it  move?  And  should  it  

move?  

Yes   No  

Yes   Yes  No  No  

Information about Divante

The Quality of Service

•  Sa/sfac/on  from  the  coopera/on  with  our  agency:  4.6  /  5    -­‐  2nd  place  in  Poland  The  survey  carried  out  on  all  Divante  clients  by  Media&Marke4ng  Poland  in  2011.  

•  Sa/sfac/on  from  our  customer  service:  4.9  /  5    –  3rd  place  in  Poland  The  survey  carried  out  on  all  Divante  clients  by  Media&Marke4ng  Poland  in  2011.  

•  100%  of  our  clients  would  recommend  us  to  their  friends.  The  survey  carried  out  on  all  Divante  clients  by  Divante  Company  in  2010.  

•  Almost  60%  new  ques/ons  which  we  receive  comes  from  the  references  from  our  previous  customers.      

•  10  /10  points  in  „punctuality  and  reliability”  category.  The  survey  carried  out  on  all  Divante  clients  by  an  independent  unit  in  2009.  

The Quality of Work

New  ideas  helping  to  improve  the  func2oning  of  a  company.  -­‐  Puls  Biznesu  magazine,  2009    

Such  examples  show  that  our  economy  is  really  innova2ve  and  has  a  huge  poten2al  of  the  human  capital.  -­‐  Sebas4an  Christow,  Ministry  of  Economy  of  the  Republic  of  Poland      

Divante  is  able  to  connect  product  innova2ons  with  the  care  for  the  best  quality  of  its  customer  service.  Thanks  to  that,  Divante  carries  out  projects  for  clients  in  Poland  and  all  over  the  world.  -­‐  Michał  Żyliński,  Microsov  

A  great  communica2on  and  openness  to  new  solu2ons,  these  are  certainly  the  strong  sides  of  the  team.    -­‐  Izabela  Dauksza,  Coordinator  of  Project  Managers,  Gazeta.pl  

Technology

•  Scalability  –  PromoRing  enables  ca.  5  mln  PV  per  day,  serving  3  mln  UU  per  month  

•  Flexibility  -­‐  .NET,  Django,  PHP  

•  We  are  a  partner  of  Apple  and  the  Microsov  Company  

•  We  are  integrated  with  many  outside  systems  (improvement  systems,  warehouse  systems,  ERP,  CRM)  

Thank you for your attention

Contact  divanteltd.com  info@divanteltd.com  twi<er.com/divanteltd  phone:    +48  71  34  22  406