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


Published on

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
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

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

  1. 1. Multichannel EcommerceEcommerce doesn’t have to be a threat to the other sales channels in your business
  2. 2. Distribution Channel 1Producer Distributor Retailer Consumer
  3. 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. 4. Distribution Channel 3 Producer Importer DistributorE-tailer Retailer Physical Store Internet Store End Consumer
  5. 5. However, what matters iswhat the consumer wants & needs
  6. 6. Dear Customer,why are you online?
  7. 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. 8. Dear Customer,what does your journey look like?
  9. 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. 10. Dear Customer,please order my brand online?
  11. 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. 12. An increasing number ofbrands and manufacturers want this...
  13. 13. Where to start?
  14. 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. 15. Before launching your B2C online flagship store “Identify the gaps betweenyour B2B customers and the end-consumer”
  16. 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. 17. Before launching your B2C online flagship store“Consider the pricing on the flagship store”
  18. 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. 19. Before launching your B2C online flagship store“Think of the opportunities of you ‘store’ locator”
  21. 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. 22. Use B2C ‘tools’ to boost B2B sales
  23. 23. Provide and gather warranty information from all products inthe market.Start an eCRM campaign.
  24. 24. Process online end-user returns for your products, regardless ofthe sales channel. Whether they are finished products or spareparts.
  25. 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. 26. Provide syndicated content &drop shippping services to other online dealers.
  27. 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