becommerce in belgium – how to start

Top 10 Lessons from 10 Years of experience as European e-Commerce Pioneer

Carine Moitier, COO & Co-Founder Bivolino.com Managing Director BeCommerce

E-SHOP EXPO - 28.03.12

Source : Online Survey on Internet Shopping Habits – Nielsen Jan 11

85% of the world population is online

More than 50% have bought online last month

Fashion is the second

most popular product segment representing 36%

Fashion has the top increase,

From 20% to 36%

Source : Ogone – Jan 2012

Source : Ogone – Jan 2012

Source : Ogone – Jan 2012

Source : Ogone – Jan 2012

The Bivolino.com ConceptStory

«If every man is an individual, then how can he be satisfied with products that are not made uniquely for him ? »

Bivolino.com was born in 1998 from a desire to meet individual fashion needs. Strong of our 50 years know how, our vision is to answer all your personal needs and desires in terms of fashion. Thanks to Internet and our revolutionary customizing patented technology, we are able to give you the inspiration for creating your own style.

Starter Award 2004 in The Netherlands Promotional Product of the Year 2004 BeCommerce Silver Award 2006

Custom Clothing = The Long Tail of Fashion

Filters & recommandation technology will guide the customer from “one-size-fits-all bestsellers clothing” upto the high variety choice in custom clothing.

Source : Chris Anderson – The Long Tail - July 07

http://www.polo.com

ESPRIT

http://www.marksandspencer-madetomeasure.com

Consumer driven integrated manufacturing

Pattern design

CAD

MTM license Software

Made-to-measure

Database sizes Measurements West-Europe

Backoffice software

Remote manufactory CAM

ADM Shipment

Configurator Men

15

Contrast

& zoom

Shirt second skin

Thanks to Linosoft technology, worldwide

patented, each Bivolino shirt is cut according

to the exact body shape without using any

tape measurement.

4/6/2012 17

confidential - Bivolino.com nv Douëlou - copyright

2010

Bivolino as your partner for custom-fit shirts : Fashion Rooms

‘Fashion before fashion’

Bivolino.com offers the latest fashion within 14 days thanks to a full vertically integrated e-business. Each week a new collection is available.

Your business powered by BivolinoServices

4/6/2012

1. Configure the product in the Webshop with Bivosoft tm

2. eCAD/CAM processing of each single customer order and 1/1 patterns with Linosoft tm patent

3. Tracking of all production and

delivery phase with Bivotrack tm

4. Manufacturing services

SOME own experieces

Powered by Shirtsdotnet.com

www.wemadebyme.com

Some figures for conclusion

• 75% repeat customers

• 300 shirts / day

• 3.8% return of goods

• no discount sales

• + 100% growth for each of the last 3 years

++ TOP 10 Lessons…

out of 10 years experience

Lesson #1

THINK BIG,

STAR T SMALL &

STAY FOCUSED.

Lesson #2

e-COMMERCE SHOULD BE

IN THE HEARTH & SOUL

OF YOUR COMPANY’s

CULTURE & VISION.

Lesson #3

THE e-COMMERCE BUSINESS

IS NOT JUST

ANOTHER CHANNEL.

Lesson #4

THE e-COMMERCE BUSINESS

IS BUILT ON

REPEAT CUSTOMERS.

Customers come…

Customers come back…

• on any given day, 75% of purchases from returning customers

• repeat customers order> 2.5x in the next 12 months.

Customers come back, order more and more often…

• repeat customers have higher average order size

• 111,98€ - first time customer in Q108

• 143,22€ - returning customers in Q108

Lesson #5

WORD OF MOUTH

REALLY WORKS ONLINE.

Consumers are the New Authorities

Then

“Turns out the contaminated wheat gluten that has

sickened and killed so many cats and dogs recently

has ended up in quite a few brand names. I finally

found a complete list of the affected brands here. I

feed my cats --- dry food, and fortunately the dry

food was not on the list. The --- wet is, though. Don't

assume that your brand is safe. Check the list!”

- stynes.blogspot.com, 04/05/07

Now

http://bivolino.hyves.nl/

Carine Moitier 2008

Lesson #6

CREATE REAL VALUE,

DO NOT COMPETE ON PRICE.

The Business Model Benefits

• engaged customers dedicated to the concept

• No return of goods – less than 4%

• No waste of goods – No stock of goods

• Green planet

B2C online Biometric Sizing

Lesson #7

MAKE SURE YOUR

INVENTORY WEB SITE

IS 100% ACCURATE.

Lesson #8

CENTRALLY LOCATE

YOUR DISTRIBUTION.

Lesson #9

CUSTOMER SERVICE

IS AN

INVESTMENT.

(NOT AN EXPENSE)

What customers first see

• 24/7 1-800 number on every page

• free fast shipping

• free return policy

What customers experience

• fast & accurate fulfillment

• friendly, helpful « above & beyond » customer service

• a personal handwritten complement card

What to do internally

• no call times

• no sales-based performance goal for reps

• 5-week customer service & culture training

Lesson #10

DON’T BE SECRETIVE.

DON’T WORRY ABOUT

COMPETITORS.

JUST DO IT!

Many Thanks!

cmoitier@bivolino.com

Blog : www.cmoitier.com

www.twitter.com/cmoitier