stand e426, internet world 2008. redtechnology.com calvin litchfield redtechnology.com +44 1865...

Stand E426, Internet World 2008. REDtechnology.com

Calvin LitchfieldREDtechnology.com

+44 1865 880800

Managing Multiple Brand Websites from a Centralised

Product Catalogue


Who are Red Technology?

Next generation ecommerce solutions

Based in Oxford

Began trading in 1996

Formed Systems Union Group Plc

Management buyout 2006

Consistent growth year on year

Combined CMS & eCommerce platform


Example clients


Flexible, fully featured CMS platform

Search engine friendly

W3C & DDA compliant websites

Multi-site, Multi-language

Forums, Blogs, Intra and Extranets

Content Management


Feature rich ecommerce platform Includes conductIT CMS

International multi-site & multi-store Advanced pricing and promotions engine Online community tools Flexible and customisable .NET system

eCommerce


Hot Topics

Flexible multi-site options Multiple brands / sites with centralised control Sites tailored to clients (both B2B and B2C) Client specific information, catalogues and pricing White label sites

Navigation & search User friendly & compliant sites (W3C & PCI) Online communities More sophisticated promotions Business partnerships

Manufacture, Fulfil, Resale, Franchise


Evolving Technology

Hot topics drive platform development

More in-house control by combining CMS and ecommerce platform

• Online community tools

Improved systems integration

Rapid deployment of additional sites

Lower costs & Quicker ROI• Management, marketing, hosting, integration,


What is multi-site?

Centralised management of:

Content Pages Product Information Pricing Branding Promotions Clients Orders

Targeting diverse markets, consumer

groups and regions through a variety of websites

via one system


Why multi-site?

Sites to target by gender, age, etc Niche & specialist segments Target B2B & B2C simultaneously Branded sites for better market penetration Franchise, whitelabel & distribution International

Region, Language, Currency, Pricing, Tax, shipping


The Long Tail

Multi-site allows profitable targeting of the long tail

Mainstream Profitable

Marginal Profitability

Previously Unprofitable

Long Tail

Tur

nove

r

Popular Products Less Popular Products


Multi-site models

Traditional multi-site – multiple installations

Multi-template website – one site, many looks

Multi-site with single basket & checkout

Multi-site with multiple basket & checkout

Franchise operations – many controlled satellite sites


Traditional multi-site method

Increased costs through Multiple Site management Multiple integration Multiple hosting & software

costs No multi site cross sell No multi site promotions

Catalogue 1 Catalogue 2

Admin system 1

Admin system 2

Basket / Checkout

Basket / Checkout


Site with multi-templates

Model benefits Lower cost Build brands with tailored

templates

Model restrictions Everyone see’s all Limited brand promotion Limited client site / brand

loyalty

One Website

Admin System

Basket / Checkout

Template BRAND A

Template BRAND B


Multi-site, single basket

Model Features Branded websites International sites Multi site cross sell User purchase acrossmulti sites Single checkout Single integration

Model benefits Target clients with branded & tailored

sites Clients purchase across multi websites Single client login for multiple sites Lever multi site cross selling and

promotions Centralised, tiered administration

access Create multi site loyalty Create site specific communities Enhanced SEO

Independent Website 1•Product A •Product B•Product C

Admin System

Independent Website 2•Product A•Product B•Product C

Basket / Checkout


Multi-site, multi-basket

Model Features Single Admin System Multiple Price Lists Multiple Customer Groups Multiple Websites Tailored promotions Suitable for white label sites Single integration

Model benefits Enhanced SEO Build Brand Loyalty Cross Sell Between Sites Create multi site loyalty Create site specific communities Easy Management of Multi Site

Promotions One Integration (ROI) Central Admin Control with Tiered

Access Rapid deployment of additional sites

Independent Website 1

•Product A = £5•Product B = £10

•Product C = £5 off

Admin System

Independent Website 2

•Product A = £6•Product B = £15

•Product D = 10% off

Basket / Checkout

Basket / Checkout


Franchise Management

Franchisor benefits Control of

Brand Products Information Pricing (optional) Promotions /

marketing Reporting

Franchisor Central Site•Products A, B, C, D

Franchisee 1Website•Product A•Product B•Product C•Product D

Franchisee 3Website•Product A•Product B•Product 1•Product 2

Franchisee 2Website•Product A•Product B


Franchise Management (2)

Franchisee benefits Low cost of site

deployment due to HQ initial investment

Low management costs (due to central control)

Ability to control pricing and promotions

Create own client base and tailor site to them

Franchisor Central Site Products A, B, C, D

Franchisee 1Website•Product A•Product B•Product C•Product D

Franchisee 3Website•Product A•Product B•Product 1•Product 2

Franchisee 2Website•Product A•Product B


Enhanced Experience

Sites designed per market segment Tailored content per market segment Specific communities

Blogs, Customer Reviews, Forums Create loyalty through tailoring sites and

promotions to client groups


Growth opportunities

Effectively capture niche and specialist markets Build online brands and consumer loyalty Target new markets effectively

Segments, International, Whitelabel, Distribution, Franchise

Improved SEO

Grow more efficiently; Unified system administration Reduced costs of deployment and integration Reuse of promotions across multiple sites


Thank you

&

Any Questions

For more information please visit RED at Stand E426

stand e426, internet world 2008. redtechnology.com calvin litchfield redtechnology.com +44 1865...

Documents

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