eDeal Summit London 2013

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eDeal Summit London 2013

  1. 1. eDeal channel:DOs and DONTs for brands
  2. 2. eDeal channel:DOs and DON´Ts @JoseLuisFerrero
  3. 3. eDeal channel:DOs and DON´TsLearnings from an established brand actively operating with eDeal channel in Spain @JoseLuisFerrero
  4. 4. What if…Brands areentering aShow withoutknowing thefilm …..
  5. 5. Some Brandsdo see afamous terrificFilm …..
  6. 6. Some Brandsdo see afamous terrificFilm …..The War of theWorlds
  7. 7. Other Brandswill see adifferentone….
  8. 8. Other Brandswill see adifferentone….a Newworld full ofOpportunities
  9. 9. At the end, the Show isthe same, but every Brandhas to find its own way…..
  10. 10. At the end, the Show isthe same, but every Brandhas to find its own way…..To beFutureProof
  11. 11. Consumers loveeDeals
  12. 12. Brands love Consumers
  13. 13. Consumers love eDealsBrands love ConsumerseDeals and Brands need togenerate “Love interactions”
  14. 14. Consumers love eDealsBrands love ConsumerseDeals and Brands need togenerate “Love interactions”
  15. 15. What is a “Love Interaction”When Consumers receivemore Value than expectedBrands are looking for a nexteDeal event
  16. 16. What is a “Love Interaction”When Consumers receivemore Value than expectedBrands are looking for a nexteDeal event
  17. 17. What is a “Love Interaction”When Consumers receivemore Value than expectedBrands are looking for a nexteDeal event
  18. 18. Only then…. an eDealplayer has proven its valueand can become asustainable business clear reasonwith ato exist
  19. 19. DOs and
  20. 20. DOs and
  21. 21. Do take the lead to decide on1 your presence in eDeal Channel
  22. 22. Do take the lead to decide on1 your presence in eDeal ChannelBe proactiveand decide Let anyoneyourself decide it forwhen, how you. Neitherand with Offline orwhom Online
  23. 23. Do protect your Brand by being2 Strategically launching eDeals
  24. 24. Do protect your Brand by being2 Strategically launching eDeals Do decide timing, products Become and a deal players Brand
  25. 25. Do test new initiatives and players3 if business model adds value
  26. 26. Do test new initiatives and players3 if business model adds value Do test niche players and products Become complacient Prove Long with your actual tail potential eDeal partners
  27. 27. 4 Do treat eDeal Channel as a Marketing Channel not only Sales channel
  28. 28. 4 Do treat eDeal Channel as a Marketing Channel not only Sales channeleDeal is thecheapest Leave freeway to space for ainteract with great brandingConsumers position to your competition
  29. 29. 5 Do work in Beta, don´t wait for the perfect eDeal
  30. 30. 5 Do work in Beta, don´t wait for the perfect eDealThink first,then shootand later do Wait for thethe fine perfect environment totunning for the do the perfectnext shoot eDeal
  31. 31. Myths that areproven not to betrue
  32. 32. Myths that are proven not to be trueConsumers are not keen to buy high endbrands OnlineeDeal players do kill established businessBrand image is damaged when present onedeal channelPrice is the unique driver for eDeal sales
  33. 33. Myths that are proven not to be trueConsumers are not keen to buy high endbrands OnlineeDeal players do kill established businessBrand image is damaged when present onedeal channelPrice is the unique driver for eDeal sales
  34. 34. Myths that are proven not to be trueConsumers are not keen to buy high endbrands OnlineeDeal players do kill established businessBrand image is damaged when present onedeal channelPrice is the unique driver for eDeal sales
  35. 35. Be open to trysomethingDifferent!Always with caution
  36. 36. Thank José Luis Ferrero Senior Manager eCommerce @JoseLuisFerrero 38
  37. 37. ThankYou! José Luis Ferrero Senior Manager eCommerce @JoseLuisFerrero 39

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