hec certification digital innovation for business : e-commerce challenge - présentation finale voir...
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Présentation finale de notre projet Voir & Revoir. Le projet s'inscrit dans le cadre du challenge e-commerce de la Certification Digital Innovation for Business à HEC ParisTRANSCRIPT
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Voir Et Revoir
« Your branded spectacles guaranteed against theft and breakage »
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� Branded eyeglasses
� With an all inclusive warranty
� At a competitive price
We want to become the online reference to buy and protect designer glasses
Designer glasses with an all inclusive warranty
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We have 3 main types of customers
10 Million 60%
3 years 90% 60%
15 Million 70%
4 years 60% 20%
3 Million 60%
1 year 90% 70%
4.8 M€ annual potential Turnover
Population Wear glasses Renewal every
Total 1M 0,3M 1,1M
Market share (goal: 1%) 24 000 annual customers
Emilie the mother of 2
Jacques the over insured senior
Alexandre The clumsy guy
Sources: Insee ; Xerfi ; Fevad ; based on an average basket of 200€
Want warranty eShopper
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We sell high end service at mid range prices
Bad service Good service
High price
Low price
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There is no similar warranty at our price level in the market
No warranty
Complete warranty
(loss/break)
Low price
High price
The local optician
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We are your bodyguard: a unique protection to see clearly, whatever the circumstances
31 2
§ All glasses include our free warranty
§ We guarantee the fastest and most complete protection service in the market
You have broken your glasses? Your glasses have been stolen? How will you see in the meantime?
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A strong Business Model based on a well-thought warranty premium
Based on 10 customers buying 150€ spectacles… Financial impact
Purchase glasses with our warranty (100%)
Break or get their glasses stolen during Year 1 (20%) (1)
ü Additional margin per client (15%) = €22.5 / client
û Additional costs : ~55% of the price of 2 glasses = €16.5 / client
ü Balance per client = +6€ / client
The additional margin enables a comfortable Burning Cost Ratio (losses/premium paid) of ~75%
(1): Based on a survey conducted with 50 potential consumers
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� Other competitors offer a warranty service in case of lost/broken glasses, but often outsource it
As insurance is not our core business, we plan to partner with a specialist
has an agreement with
� We are currently in talks with potential partners
Exemple
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Deep dive into our Customer Experience
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An acquisition strategy that relies on recommendation
A pre launch event to generate traffic and buzz:
@ Online competitive game on FB, the prize: a ten year warranty on prescription eyeglasses
How to generate traffic in the long run
@ Through recommendations, to foster trust
@ Improve referencing through our content policy @ Educate people with quality content and regular
publications
@ Re-written URL to improve referencing by Google
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Customer loyalty is key for repeat buys and recommendation:
@ Very targeted personalized mails 3 times a year: before spring, before winter and at the anniversary date of the last purchase
@ A loyalty card, earning points for each purchase and each sponsored customer
We want to be perceived as trustworthy and reliable
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What we plan to do in the coming months
� Focus on high end brands
� Develop a set of KPI to monitor and display our performance as a marketing tool (satisfaction %, etc)
� Keep organising promotional events (several every year)
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Why should you choose us?
1. Because we offer an unheard of warranty
2. Because we are much cheaper than our direct competitors
3. Because it is a sound Business Model
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Thank you for your time
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