Download - Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction
![Page 1: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/1.jpg)
Online leads & offline sales
![Page 2: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/2.jpg)
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Online E-commerce
Offline TV, Radio, …
![Page 4: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/4.jpg)
Team
Team
Online E-commerce
Offline TV, Radio, …
![Page 5: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/5.jpg)
Online e-commerce
Offline in- & out-store
Team
Team
€
€
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Team
Team
€
€
Target
Target
Online E-commerce
Offline TV, Radio, …
![Page 7: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/7.jpg)
Team
Team
€
€
Target
Target
Communication
Online E-commerce
Offline TV, Radio, …
![Page 8: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/8.jpg)
voorbeeld reclame
![Page 9: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/9.jpg)
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
![Page 10: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/10.jpg)
Online marketing
Offline marketing
Team
Team
€
€
Target
Target
![Page 11: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/11.jpg)
Online marketing
Offline marketing
Team
Team
€
€
Target
Target
![Page 12: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/12.jpg)
Online marketing
Offline marketing
CMO CDO
![Page 13: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/13.jpg)
Online marketing
Offline marketing
CMO CDO
![Page 14: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/14.jpg)
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col listHelp us to become
![Page 15: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/15.jpg)
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
One hybrid team
Help us to become
![Page 16: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/16.jpg)
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
One hybrid target
One hybrid team
Help us to become
![Page 17: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/17.jpg)
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Show us proof
![Page 18: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/18.jpg)
Test
Theory
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We can’t combine our teams because not all products sell on all channels. Are you implying we shouldn’t online?
Clients are sceptic
[cars][dining rooms][surfboards][…]
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High involvement
Low involvement
First time Research
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High involvement
Low involvement
First time Research
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High involvement
Low involvement
First time Research
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High involvement
Low involvement
First time Research
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High involvement
Low involvement
First time Research
![Page 30: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/30.jpg)
High involvement
Low involvement
2nd time Research
![Page 31: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/31.jpg)
Test
Analysis
![Page 32: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/32.jpg)
The right metrics matters
Product type 1 Product type 2 Product type 3
![Page 33: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/33.jpg)
The right metrics matter
Glasses Lenses Other
![Page 34: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/34.jpg)
5
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1
![Page 36: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/36.jpg)
1. % Conversions per type of product
Calculate the percentage of conversions per type of product
![Page 37: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/37.jpg)
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
![Page 38: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/38.jpg)
2
![Page 39: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/39.jpg)
2. Days till purchase
Check the percentage of conversions per type of product, after 30 days
![Page 40: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/40.jpg)
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
![Page 41: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/41.jpg)
3
![Page 42: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/42.jpg)
3. Length of the path till purchase
Check the percentage of conversions per type of product where the path length rises again.
![Page 43: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/43.jpg)
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
![Page 44: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/44.jpg)
4
![Page 45: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/45.jpg)
4. Time spent on product pages
Check the average time on page sorted by the type of product pages
Filter: only product pages
![Page 46: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/46.jpg)
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
![Page 47: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/47.jpg)
5
![Page 48: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/48.jpg)
5. Time spent on info pages about the products
Check the average time on page sorted by the information related to the type of products
Filter: only info pages related to product pages
![Page 49: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/49.jpg)
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
Time on info pages 41 sec 58 sec 1 min 5 sec
![Page 50: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/50.jpg)
The right metrics matter
Glasses Lenses Other
% online sales 2% 79% 19%
Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
Length of Path +5 pages 3 pages 3 pages
Time on product pages 22 sec 44 sec 50 sec
Time on info pages 41 sec 58 sec 1 min 5 sec
High(er) involvement product ?
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Do we need to change our tactics to sell glasses?
![Page 52: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/52.jpg)
Online marketing
Offline marketing
Yes, glasses sell better offline
Do glasses sell better offline?
![Page 53: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/53.jpg)
How can we support offline sales with online lead generation?
![Page 54: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/54.jpg)
online lead Offline sale
Make an appointment
![Page 55: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/55.jpg)
Custom online form
Offline orders
Did these people buy a pair of glasses?
Yes, these people bought a pair of glassesafter trying them on in the store
![Page 56: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/56.jpg)
Source: when no source, leave this blank.
‣ Those of you lucky enough to have your lives.
‣ Except you. You stay right where you are!
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
One col list
Proof
![Page 57: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/57.jpg)
82% of all leads for glasses came from making an online appointment
![Page 58: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/58.jpg)
46% of the customers who made an online appointment bought their glasses offline.
![Page 59: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/59.jpg)
Test
Repeatable
![Page 60: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/60.jpg)
High involvement
Low involvement
First time Research
![Page 61: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/61.jpg)
High involvement
Low involvement
2nd time Research
![Page 62: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/62.jpg)
Boxsprings vs Dining rooms vs Chairs
Boxsprings Dining rooms Chairs
% online sales 12% 13% 7%
Days till purchase 31% after 3 days 33% after 12 days 32% after 1 day
Length of Path 8 pages +12 pages 5 pages
Amount of items 160 144 577
Taking profit in account gives you roughly the same thing
![Page 63: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/63.jpg)
Test
5 takeaways
![Page 64: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/64.jpg)
1. Categorize products into low & high involvement products
2. Work together as one team & mix it up!
3. Work towards one target
4. Analyse numbers & know your margins
5. Conversions vs Profit (& Offline)
What did we learn
![Page 65: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/65.jpg)
Thank youSam StalsOnline Marketing Consultant, Wijs
@Sam_stals
@vreewijs
![Page 66: Dries Bultynck & David Vansteenbrugge on gauc: Influencing offline sales with online interaction](https://reader036.vdocuments.mx/reader036/viewer/2022081518/54b725f34a795903798b48b2/html5/thumbnails/66.jpg)
Strategic Account Manager
Commerce Associate
!
@vreewijs