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E-commerce doesn't have to be a threat to the other sales channels in your business
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E-commerce doesn't have to be a threat to the other sales channels in your business

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Benny Sintobin, CEO E-Shopinvest …

Benny Sintobin, CEO E-Shopinvest

Channel conflict is a legitimate concern for many companies considering e-commerce. However, when properly implemented, e-commerce will help grow sales across all channels. During this session, we will share insights and best practices that will help mitigate the risk of channel conflicts.

E-Shopinvest created and operates end to end online flagship stores for a portfolio of brands including Samsonite, Godiva, and Jules Destrooper. Over 85% of the online transactions that we manage are generated outside Belgium.

Published in: Business, Technology

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Transcript

  • 1. Multichannel EcommerceEcommerce doesn’t have to be a threat to the other sales channels in your business
  • 2. Distribution Channel 1Producer Distributor Retailer Consumer
  • 3. Distribution Channel 2 Main Office &Internet Ducati Airport Shops Outlet Italian Distributors Wholly-Owned Dealers (e.g. Spain) Subsidiaries (e.g. Sweden) Dealer 1 Dealer 2 Dealer 1 Dealer 2 (e.g. (e.g. (e.g. (e.g. Ibiza) Barcelona) Lulea) Stockholm) End Consumer
  • 4. Distribution Channel 3 Producer Importer DistributorE-tailer Retailer Physical Store Internet Store End Consumer
  • 5. However, what matters iswhat the consumer wants & needs
  • 6. Dear Customer,why are you online?
  • 7. • 1 OUT OF 2 people – go online to research a product• 1 OUT OF 4 people – go to a brand/manufacturer site to collect information before making a decision• 1 OUT OF 20 – actually order online
  • 8. Dear Customer,what does your journey look like?
  • 9. Inspiration Orientation Buy Buy Service Early Actual Actual Stage Buying Buying Buying Period Decision Decision Decision Of 1 hour  several Today 2015 days..
  • 10. Dear Customer,please order my brand online?
  • 11. • Brand Loyalty & Ecommerce Brand Loyalty is higher online than offline for ‘same households’• Price Sensitivity & Ecommerce Light Online Moderate Online Heavy Online Consumer Consumer Consumer - Online: less price - Offline: more price - Online: very pice sensitive sensitive sensitive - More loyal to - Still loyal to brands brands• Food & Non Food Products Brand Loyalty & Price Sensitivity differences are larger with food than non- food products.
  • 12. An increasing number ofbrands and manufacturers want this...
  • 13. Where to start?
  • 14. Use your web presence and internet marketing to develop overall sales1. NEW ONLINE (b2c e-commerce)2. PRIMARY OFF LINE SALES (b2c e-commerce)
  • 15. Before launching your B2C online flagship store “Identify the gaps betweenyour B2B customers and the end-consumer”
  • 16. Identify the gaps to fill:1. Geographical (in a country, new countries)2. Target Groups (e.g. busy professionals etc.)3. Seasonal (e.g. Christmas etc.)4. Product Depth5. New Product Launch6. Merchandising
  • 17. Before launching your B2C online flagship store“Consider the pricing on the flagship store”
  • 18. 1. Sell at list price at all time (for every country)2. Delay markdowns on the flagship store until the primary channel has had the chance to sell through
  • 19. Before launching your B2C online flagship store“Think of the opportunities of you ‘store’ locator”
  • 20. TYPE OF STORE LOCATOR
  • 21. MAKE YOUR STORE LOCATER A TIERED SYSTEM Gold Silver Bronze• Sell the ‘dealer locator concept’ to expand product penetration in the stores• Feature stores that offer a special ‘service’ for your productsMENTION YOUR STORE LOCATOR AT THE PRODUCT LEVELDRIVE TRAFFIC TO YOUR STORE LOCATOR
  • 22. Use B2C ‘tools’ to boost B2B sales
  • 23. Provide and gather warranty information from all products inthe market.Start an eCRM campaign.
  • 24. Process online end-user returns for your products, regardless ofthe sales channel. Whether they are finished products or spareparts.
  • 25. Avoid missed transactions. Provide simple tools to process in-store orders with your e-commerce infrastructure (they will never carry all your products)
  • 26. Provide syndicated content &drop shippping services to other online dealers.
  • 27. E-SHOPINVEST Managed e-commerce partnerships Benny Sintobin e-mail : benny.sintobin@eshopinvest.eu url : www.eshopinvest.eu telefoon : +32 (0)51 69 95 05 nr beursstand : S18download de presentatie : www.eshopinvest.eu/presentatie/tradeshow.pdf