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Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
Artevelde 20 11
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Artevelde 20 11

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  • 1. E-commerce &MultichannelNovember 20thSprekersdag Artevelde Hogeschool
  • 2. “ Why do you need an E- shop ?
  • 3. “ Don’t be afraid … “
  • 4. “ Watch out ! An E-shop is a mentality switch in your oprganisation “
  • 5. Need an E-shop ?Things you should think of …  A Brand  Team & Strategy  A Platform  marketing mix  Data & optimization
  • 6. 1. A Brand
  • 7. 3Suisses – St.-Brice ? 2 E-commerce sectors : Fashion and home 3 Suisses / Blancheporte / Becquet / Venca / 3 Pagen / Magnet / Vitrine magique / Helline / Witt International Office products Bruneau / Otto Office / PickinPack / Orga System 4 Service sectors : Digital-centric image processing Delivery Naos / Quais de lImage Mondial Relay Customer relationship Financial services Mezzo Contentia / Direxi / COFIDIS Participations Group*
  • 8. 4 Belgian Brands
  • 9. Market & Research- Market Analytics- Tools
  • 10. Market & Research www.consumerbarometer.com
  • 11. Belgian Competition- Unigro holds Belgian Market position (+4% 2012)- unique proposition + consolidated market segment
  • 12. Unigro Business
  • 13. - °1948 Belgian pioneer in Mail Order- Since 1988 part of 3SUISSES INTERNATIONAL- 2005 start Webshop- Products : Furniture/Deco/Image/Sound/ …- SalesChanels : Catalogue, Telephone, Webshop- Internet activity grows | >42% April 2012- 80% Credit | 90% Free Gift
  • 14. What are we selling ? almost EVERYTHING NO food, clothes
  • 15. Unigro | Vision « Our clients choose Unigro because we care for an extended Life comfort, by offering responsable credit facilities on a large choice of products & services»
  • 16. Web | 2011 vs. 2012- Strong Quantative evolutions- Site interaction problem due to Affiliation Program
  • 17. KPI Web | Photo 2012- Difficult year 2012 #market- Biggest Goal Q4 2012 : CN1 + conversion%
  • 18. Questions#Shop or not to shop
  • 19. 2. Team & Strategy
  • 20. Questions#Music & marketing
  • 21. Online Strategy Business Intelligence
  • 22. “Web Analytics drives OnlineMarketing, like aconductor leads his orchestra.
  • 23. My Job Today#Could be yours offcourse …
  • 24. essential E-dynamicsPROMOPROMO Planification Planification Evaluation Shop Shop Marketing Marketing E-commerce E-commerce CMS CMS management management online online Systems Systems Control & Monitoring Control & Monitoring
  • 25. Faces, Jobs or TODO’s ? DEFINE Processes + Workload to calculate VTE
  • 26. • Most important Ax : 53% Weight• 3 Top Priors : Testing – Site Animation – Strategy• All recurrent tasks (no projects 2013)
  • 27. • Weight is 17%• 3 Top Priors : Affiliate – Emailmarketing – Mediaplan• 3 projects 2013 : Adwords campaign management SEO Social Media Actionplan
  • 28. • Weight is 30%• 3 Top Priors : Development – HTML – Project Management• 2 projects 2013 : New Features (Knowlegde Sharing CMS + Neuland)
  • 29. OrganisationConclusions by TIME & Resources Total Activity 2013 = 1373 days Av. Working days/FTE = 220 6.24 Webteam members needed (wanted :-)) Weight of 3 OsEcom Axes : Shopmanagement 53% Traffic 17% Technics 30%
  • 30. Multichannel ? Catalogue Catalogue Shop Shop E-commerce E-commerce Call Center Call Center (DM) (DM) Logistics Logistics
  • 31. Multi Channel Team E-Commerce E-Commerce Assistante Manager Manager (KDP) Resp. CRM & Webshop Webshop Resp. Organisation &Campagneplan manager manager Communication Planning (PM) (FC) (FC) (LG) (KDP) CRM- & Resp. Maquettistes Webmaster Webmaster Marketing analyste Conception visuelle (KE, AVDB, LM, (MC) (MC) (KV) (WB) ND, MB, EDR) Assistante CRM & Resp. Contenu Traffic Manager Traffic Manager Copy Campagneplan rédactionnel (GS) (GS) (SO,SC,NR,YM/ADM) (ZC) (SV) Resp. Assistante Developer Developer Resp. Production Cadeau Production (GS) (GS) (CDP) (KJ) (CVG) Resp. Multimedia content (KVC)
  • 32. Questions#Multichannel
  • 33. 3. A Platform
  • 34. “Every Business and target group needs his own platform …
  • 35. Old Platform • Purchase = Driver • Web is an ‘extension’ of the catalogue • Paper is nr. one ! MF Purchase Purchase PROMO PROMO
  • 36. New Platform !• ShopManagement = Driver• Purchase leads• Communication = Production• Flexibility• E-Merchandising tempo rules !• WEBteam Validates & Publishes OsEcom MF Purchase Purchase PROMO PROMO
  • 37. “ Don’t forget Wireframes and designs … Yourclient is the most important !
  • 38. Old Site | 02_2012 • Diffuse • no Fixation point • multi messaging • no colour accents • weak …
  • 39. Optimizations#06-2012  Fixations/Heatpoints on most important CTA’s  colour rankings to stress most important message  less is more …  Size matters …
  • 40. Prototype testing#07-2012 A b
  • 41. V
  • 42. Heatmaps …#usability rules1. Quickwin adaptations on existing site (EOS)2. NEW PROJECT : #newweb2012 • New site layout • New Wireframes & Prototype • Evangelisation graphic (PROMO) team … • Test the New Site Designs without visit !!! (LIVE January 7th 2013)
  • 43. #Newweb2012
  • 44. - Started 04_2012- new Wireframes- New Design- New Platform- New Workflows- New Organogram …LIVE January 7th 2013
  • 45. 4. Marketing Mix
  • 46. Marketing = AIDA
  • 47. Things TODO …
  • 48. Mediamix
  • 49. Google Analytics PasportAv. per month Exclude Medium-Aff
  • 50. Optimise Affiliate 09_2012 - optimise on CTS - STOP low quality partners - Watch out for Cookies ! - incentive 4 partners - Email marketeers rule ! - Budget shift to SEA
  • 51. 5. Data & optimization
  • 52. Questions#Web Analytics
  • 53. Web Analytics
  • 54. Web Analytics Tool (s)
  • 55. “ Measure & Optimize your Business with Key Performance Indicators
  • 56. A KPI Model #KPI leads to Goal | evaluation parameter• Market (reach, competition, benchmarks, trends, ...)• Attraction (#UV, lead generation, channels, …)• Retention (pv/V, tos, bounce rate)• Behaviour (top content, relevancy)• Loyalty (returning prospects & clients)• Conversion (subscriptions, contacts, Sales, …)
  • 57. Analyse & optimise#evaluation parameters • KPI dashboard + down drills • best practices • Business intelligence • Performance Monitoring • Coaching & training • Continuous development • Marketing adjustments
  • 58. “ If you do all above, You’ll be very tired … But Oh so satisfied
  • 59. Questions ?
  • 60. Conlusions #take away• 1. Marketing is not a Job, it’s a passion• 2. Let data lead you• 3. The force will be with you, if you dare …• 4. Most crucial part of E-commerce is your team• 5. Be inspired !
  • 61. Thank you ! & Good Luck !info@stevedeveirman.be @stevedv

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