Before and after PENTAXPentax shop Online Retailer Offline Retailer Online shop Offline shop CUSTOMERS
The store is open….And now: generate and increase sales How? - Partnerships - Community involvement - Online marketing - Search Engine Optimization - Improve stores - KPI’s/KGI’s and much more……
Fact: Come to us, Until now, we have had Pentax websites we are really cool!! Come to us, we are really cool!! online as digital brochures and ‘waited’ for visitors/customers to come and visit us. Why aren’t they coming?The change will be to transform into a moremarketing driven strategy, instead of thecurrent technology driven strategy.
Online has ‘added value’ The real product (offline) The virtual Product (online) Collaterals Product catalog Multimedia Marketing texts Images / Graphs Customer presentations Product reviews Data sheets The product Reference applications Accessories Marketing texts Repair manual Online-Help Media BriefingAccessories Spare parts Prices Replacements Customer issuesProduct specifications CAD-Graphs Product specifications Comparision Product development docs Training material Salesmen advice Maintenance documentation Supplier documentation Quality documentation Prices Contracts Service manuals Warranty documentation Legal texts
Before buying…….. Visitors will orientate online and go into the ‘conversion cycle’: Pre sales (orientation) 42% - To find detailed product information on a specific product 14% - To find general information about imaging products 17% 74% 14% - To compare products and find the right one for me 3. After sales 1. Pre sales 2% - To find general information about the brand (service) (orientation) 1% - To find general information about other services Conversion (purchase) 3% - To buy a product or accessory online 1% - To find a dealer, distributor or shop 2. Conversion After sales (service) (purchase) 5% - To register a product and receive the incentive 5% - To look for customer services or technical support 5% - Information that enhances my photographic skills 4% 1% - To contact company through the website 0% - To look at photos from others 0% - To interact with other photographersSource: MetrixLab Website monitor 2008
Thus…..We need strategy plan(ning) (To interact with our target group)
Think strategy and action ONLINE MISSION Profitable sales of Pentax products to customers in Europe via online channel ONLINE STRATEGY ONLINE STRATEGIC GOALS MAP 1. Engagement: Interaction with target group (P2P, personalisation) 2. Sales: Maximize online sales 3. Branding: Create and retain positive, innovative and ‘hip’ brand engagement Financial Profitable growth Turnover online Costs of online Operational costs sales marketing Customer Reach & interaction Designs: Conversion in Retention of Visits on website Brand awareness on social networks Amount & quality online stores custumers Stores Content Functionality Usability website & Technical Design website (own & UGC) (design module) design module performance Organisation Quality CMS and e- Use of new Quality & speed of Quality of staff Customer Service commerce platform technology9
Ask ourself questionsHow succesful are Where do our our online visitors come from? What’s our monthly campaigns? turnover? Do we know our How many visitors customers? become buyers? Do we know what Are the stores easy owners/users think to use for visitors? about our products? What do visitors Sufficient use of new think of our stores? technology? Do we have well trained staff?
E-commerce is not ‘only’ a store
Channel Lead ManagementThe Golden Rule: the right products, in the right place, at the right time, at the right price E-commerce is also: Partner Marketplace Affiliates Channel Website/ Programs Leads Store Front Partner Brand NextJump Affiliates Coupon sites Message locator Affiliate Partner BenePlace Bundle Convenience share Pricing and Opptys Purchase Data DR Perks Marketplaces Social Deals Commissions Accessories CHANNEL SENSITIVITY
CLM example Image from Steve BennetPowered by Optio WS80 Optio WS80 Pentax Pentax €96,75 €96,75
CLM example“FreeFlows award-winning private marketplace solutions, ChannelFlow andClearFlow, provide hosted online private auction software and servicestailored to the specific life-cycle and inventory status of the product.”www.clearflow.com
CLM exampleMission Statement“We leverage our interactive expertise to assist retailers and theirmanufacturers to heighten product awareness, enhance brand perception,increase sales, decrease customer service costs and create and enrichemployee training. In pursuing this mission, and in all our endeavors, we holdourselves to the highest standards of ethical and fair business practices. “www.easy2.com
But perhaps also:• Offer resellers technical infrastructure to sell Pentax products on their site• Co-delivery: offer home delivery or pick up at dealer (= chance for up-sell for dealer)• Show stock of (online) dealers on our store (if product not in stock on store)• Sell ‘non-popular’ variations of products only online and name them ‘exclusive’• Sharae customer information and product reviews with online dealers• Refer to offline shops when product is unavailable in online store (= dealer locator)• Create separate part on store for loyal customers• Sell Pentax logo products on store• Sell books (general photography and use of cameras) on stores• Integrate special features, like the online K-x Configurator:http://www.pentaxforums.com/forums/pentax-news-rumors/73720-wow-k-x-has-20-body-colors-5-grips-colors-japan.html• Make use of sites like http://gdgt.com/pentax/browse/• Gift wrapping• Gift certificates• More ideas?
Channel Lead ManagementSo if we strategically control e-commerce: 5% 35% 25% Store Front Partner Programs Channel leads Marketplace Programs 10% 25% Inventory Relief This is NOT “Channel Cannibalization”
….. we go from this:
To this: Web presence
Next steps summary:- start with Channel Lead Management- Implement and configure Google Analytics- Add extra (+/- 200) products- Start with SEO and link building- Start with Google AdWords campaigns- Start updating and increasing database- Email marketing- Redesign the stores
Questions, suggestions, remarks?
Proposed online promotion plan
Search Engine Optimization - Implement Google Analytics - Define KPI’s and KGI’s - Analyze keywords used in search engines search engines - Analyze visitor behavior - Funnels - Analyze traffic
Proposed online promotion plan
Email marketingThis is what we do know at the moment
Email marketing This is want we want and need to know for e-commerce. Create understanding which email campaigns and offers drive success• Messages/Offers customized, based on the stored profile• Populate a profile, store it and retrieve it on every visit• Information can be combined with other information – Web analytics/Click stream data – Transaction data – Registration records – Email records (promotion history)
Email marketingStrategy:- Using confirmation email or shipping notification email to promote other goods-Target marketing message- Make use of current database(s)- Centralize European database- Send segmented emails- Online registration- Create user profiles- Measure CTR to generated salesWeb Analytics data:- Products purchased- Products viewed- Categories purchased- Categories viewed- Purchase history