artevelde 20 11

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 !

Thank you !

info@stevedeveirman.be @stevedv

& Good Luck !