Tchibo case study
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Tchibo case study

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This case study has been created with some fictive figures plus some real figures provided by Tchibo Czech Rep. residing in Prague 4. Part of the case study was e-shop audit which you can download ...

This case study has been created with some fictive figures plus some real figures provided by Tchibo Czech Rep. residing in Prague 4. Part of the case study was e-shop audit which you can download also. For this audit I used paid Alexa analysis as I did not have an access to Google Analytics data. Hope this CS will help you:-)

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Tchibo case study Tchibo case study Presentation Transcript

  • Company LOGO TCHIBO case study by Dagmar Myskova v.1.0 created 12.12.2011 www.tchibo.czFriday, 16 December 2011 1
  • Company LOGO Content: • 1.Background Information • 2.E-shop analysis • 3.E-shop Recommendations • 4.Marketing plan • 5.Sources used www.tchibo.czFriday, 16 December 2011 2
  • 1. Background Information • Tchibo e-shop is on CZ market since Sept. 2008 • E-shop net sales 2011 = 20 Mio Eur • Value per order 2011 = 45 Eur • Net sales target 2012 = 30 Mio Eur (50% growth) • Marketing budget 2012 = 1,5 Mio Eur DELIVERY • Overview hot to achieve net sales incl. assumed organic growth • e-shop improvements in order to achieve the targets including current weaknesses • Monthly online MRK plan: • Spendings per month • Spendings per activitiy/month - Portal, SEM, AM, lead generation, SEO, production, CRM, customer acquisition • Expected results per activity (orders, order value, net sales, CPO, etc.) • www.tchibo.czFriday, 16 December 2011 3
  • Company LOGO 2. E-shop analysis - statistics summary - Tchibo.cz is ranked #36,835 in the world according to the three-month Alexa traffic rankings, and search engines refer about 12% of visits to the site. - The sites visitors view an average of 5.6 unique pages per day. Relative to the overall population of internet users, Tchibo.cz appeals more to users who browse from home; its visitors also tend to consist of moderately educated women earning between $30,000 and $60,000 who have more children. From the Alexa site analysis - Tchibo.cz gets rate 86% out of 100% Search performance = 11,5% – www.tchibo.czFriday, 16 December 2011 4
  • Company LOGO 2. E-shop analysis - Usability + SEO OK Problem Multiple Title Tags Duplicate Title Tags - 131 pages share 54 titles with other pages having different content Hostname Missing Title Tags - 100 pages have missing Titles Redirects Long Title Tags - 42 pages have long titles Broken Links Reachability - 762 pages easy to find, 1,008 hard to find Dead End Pages Anchor Text - 1202 pages have missing AT. Duplicate Content Page Not Found - returns code 200 instead of 404 error Robots.txt Long URLs - 100 pages out of 2197 have long URL Session IDs Duplicate Meta Descriptions - 517 pages with different content out of 1022 share the same Meta Description Too Many Links Server Errors - Out of the 10,001 pages crawled 215 pages returned server errors Search Engine Marketing (SEM) Low Word Count - 1,426 pages have little or no text content Image Descriptions - 767 pages out of 767 have images with missing alt atributes www.tchibo.czFriday, 16 December 2011 5
  • Company LOGO 2. E-shop analysis - Performance and Security The speed at which your web pages load affect the user experience, conversion rates, and the number of pages that search engine crawlers will download from your site. Google has also announced that they use page load speeds in their ranking algorithms. www.tchibo.cz performance: The median download time on www.tchibo.cz was 1.01 seconds. 90% of pages loaded within 1.62 seconds. 99% of pages loaded within 1.88 seconds. 99.9% of pages loaded within 2.43 seconds. There are no insecure Forms or Meta information problems found and the Performance pages are being loaded is very good. www.tchibo.czFriday, 16 December 2011 6
  • Company LOGO 2. E-shop analysis - Tags and Analytics 1. No type of tag analytics found on website such as Google Analytics or other. 2. Social sharing: Found Facebook and Twitter share on some pages, not on all. Out of 2197 pages 1527 pages are missing social sharing buttons. www.tchibo.czFriday, 16 December 2011 7
  • Company LOGO 2. E-shop analysis - Reputation - links from top sites Ranked 36,835 with links from 53 sites in Alexas list of the top 100,000 sites. Compared to sites of similar rank, Tchibo.cz is in the 29th percentile with respect to the number of inbound links from popular sites. This will likely help Tchibo.czs search engine placement. The X on the graph below shows how Tchibo.cz stacks up against sites of similar traffic rank with respect to the number of links-in. www.tchibo.czFriday, 16 December 2011 8
  • Company LOGO 3. E-shop - recommendations 1 • E-shop redesign and object repositioning: • place objects (such as login, registration,..) where users usually look for them. Try to use Google free tools such as Map overlay, or Crazy Egg in order to find out how your customers behave and move on your website. • Make your e-shop user friendly and intuitive. • Add more categories to e-shop such as colour variability of the clothes and describe every product with colour definition. • Use top keywords for descriptions and category tree on Homepage for users and SEO results. • Add links to certain pages from prominent pages on your site so that search engine crawlers can find them. 1008 pages are hard to find because your only links to them are buried deep within your site. • Submit www.tchibo.cz to the Open Directory: http://www.dmoz.org/ • Make sure that the important pages on your website have titles that are 65 (or fewer) characters long. www.tchibo.czFriday, 16 December 2011 9
  • Company LOGO 3. E-shop - recommendations 2 • Make sure every page on your website includes a web analytics tag and Silverpop tag. • Add more relevant text content to the pages on your site. We found 1,426 pages that have little or no text content. • As a general rule of thumb, keep the number of pages with more than 100 links on them to a minimum, and avoid pages with more than 1,000 links. • Correct errors in the configuration of your Page Not Found error page. • Give each page of your website a meta description reflecting the content of that page. We found 517 pages that share meta descriptions with other pages that have different content. • Promote your site by increasing the number of links to your site from popular sites with relevant content. We only found 53 sites that link to you from Alexas list of the top 100,000 sites. • Give each page of your website a title that reflects the content of that page. • Fix the broken links on your site. www.tchibo.czFriday, 16 December 2011 10
  • Company LOGO AFTER E-SHOP IS DONE LET’S MAKE THE SHOPPING FUN! Marketing www.tchibo.czFriday, 16 December 2011 11
  • Company LOGO 4. Marketing Plan - Executive Summary • This plan was developed to provide opportunities for increasing Net- sales in Czech Republic in 2012 by 50 percent or more • Annual Marketing budget is already given = 1.5 mio Eur • Tchibo will expand its sales territory and attract news customers through: • Organic growth • Lead generation • PPC campaigns • Affiliates and E-shop optimization • Direct emails and CRM • Customer retention - increasing value orders and repeated purchase by using best ESP in the world working with millions of users as with one uniquely monitored person. Delivering best targetted messages, products and dynamic content in the perfect time. www.tchibo.czFriday, 16 December 2011 12
  • Company LOGO 4. Marketing Plan - Situation Analysis - Top Internet Retailing leaders in CZ value shares in 2010: Alza.cz 18%, Internet Mall 9%, Czech Computer s.r.o. 5%, Kasa.cz 4% - Tchibo’s top competitors that include successful homeshopping retailers with combine sales via paper catalogues and internet sales: 1. Halens s.r.o. with 3% 2. Otto Central europe GmbH with 1% 3. Neckermann s.r.o. with 1% internet retailing value share Tchibo’s opportunity of adopting market share that has been occupied by Neckermann as they closed their business and internet shop 9-th of December 2011. Their value share is aprox. 12,4 mio CZK (see numbers on next slide - Internet Retailing value share forecast 2011) Tchibo is the only internet retailing seller that combines internet sales with warehouse retailing experiencing unexpected success (160% sale growth) www.tchibo.czFriday, 16 December 2011 13
  • Company LOGO 4. Marketing Plan - Situation Analysis Clothing and Footwear - estimated growth in 2012 - by 4-5% Food and Drink - estimated growth in 2012 - by 1% Expected growth of e-shop sale by using various digital tools and SEO optimization without media spendings is 10-20% Expected growth of Value order is 10% and more www.tchibo.czFriday, 16 December 2011 14
  • Company LOGO 4. Marketing Plan - Tchibo customers CZ Tchibo customers definition by Age, Education, Gender, Children status and Browsing location www.tchibo.czFriday, 16 December 2011 15
  • Company LOGO 4. Marketing Plan - Tchibo customers CZ Tchibo target group comparison to sites with similar users - tips for future cooperation. Gender Age www.tchibo.czFriday, 16 December 2011 16
  • Company LOGO 4. Marketing Plan - Tchibo customers CZ Tchibo target group comparison to sites with similar users - tips for future cooperation. Education Browsing location www.tchibo.czFriday, 16 December 2011 17
  • Company LOGO 4. Marketing Plan - Objectives • Increase Net-sales from 20 mio CZK to 30 mio CZK • Increasing value order from 45 Eur by 10% + = >49 Eur • Increasing results from organic search from actual 11,5 % by 3% = 600 000 Eur Net-sale • New customer acquisition = grow Tchibo customer database by 10 000 and more customers that will make purchase in e-shop at least 4x a year with 55 Eur order value (annual order value 220 Eur) • Make every customer “Tchibo-shop” at least 4 times a year • www.tchibo.czFriday, 16 December 2011 18
  • Company LOGO 4. Marketing Plan - Strategies • Expanding e-shop products range • Conversion and Value order increase • Converting unknown customers to Tchibo database • Lowering CPO and CPA (customer acquisition, Cost per registeration, Cost per Shipping • Silverpop implementing (ESP that can be used instead of CRM) • Implementing XML feed from e-shop actual offers that will reflect stock availability to Comparing sites such as Heureka, Zbozi and others • Creating VIP customer cards • Partnerships with non-competive top market players • Building up own affiliate network appart from CJ, Potenza and Zanox • Building up brand awareness via online network and forums • Atrract target group of women with kids and make them brand advocates • Maximizing the power of Social Sharing www.tchibo.czFriday, 16 December 2011 19
  • Company LOGO 4. Marketing Plan - Tactics 1 • Become exclussive reseller of products usually bought by families and expand e-shop product range without the need for holding products on stock (producer provides extra services and shipping his own products) • Creating Gift Certificates sold via e-shop only • Acquisition cost lowering - Media audits (targetting, buying conditions, ROI,...) + using viral marketing and social sharing with parts of MLM tools (bring your friend and get benefit-s) • Silverpop e-mail optimization - AB testing, creating landing pages in SP, using “time to send” and products offer selection in email based on customer preferences and behaviour - dynamic mailing content with dynamic subject line behaving according to the customer preferences. www.tchibo.czFriday, 16 December 2011 20
  • Company LOGO 4. Marketing Plan - Tactics 2 • VIP cards with discounts based on pre-pay or post-pay action • Creating bookmarks with another products and services offer that do not require shipping and handling - partnership with family websites, sites about kids, health, news, etc... • Implementing e-shop whitelabel on partnering sites (content exchange) • Building up brand awareness via online network and forums • Atrract target group of women with kids and make them brand advocates • Maximizing the power of Social Sharing www.tchibo.czFriday, 16 December 2011 21
  • Company LOGO 4. Marketing Plan - Budget www.tchibo.czFriday, 16 December 2011 22
  • Company LOGO 5.Sources used www.tchibo.czFriday, 16 December 2011 23