15. - °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
16. What are we selling ?
almost EVERYTHING
NO food, clothes
17. 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»
18. Web | 2011 vs. 2012
- Strong Quantative evolutions
- Site interaction problem due to Affiliation Program
19. KPI Web | Photo 2012
- Difficult year 2012 #market
- Biggest Goal Q4 2012 : CN1 + conversion%
26. essential E-dynamics
PROMO
PROMO Planification
Planification
Evaluation
Shop
Shop Marketing
Marketing E-commerce
E-commerce
CMS
CMS management
management online
online Systems
Systems
Control & Monitoring
Control & Monitoring
27. Faces, Jobs or TODO’s ?
DEFINE Processes + Workload to calculate VTE
28. • Most important Ax : 53% Weight
• 3 Top Priors : Testing – Site Animation – Strategy
• All recurrent tasks (no projects 2013)
29. • Weight is 17%
• 3 Top Priors : Affiliate – Emailmarketing – Mediaplan
• 3 projects 2013 : Adwords campaign management
SEO
Social Media Actionplan
30. • Weight is 30%
• 3 Top Priors : Development – HTML – Project Management
• 2 projects 2013 : New Features
(Knowlegde Sharing CMS + Neuland)
31. Organisation
Conclusions 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%
32. Multichannel ?
Catalogue
Catalogue
Shop
Shop E-commerce
E-commerce Call Center
Call Center
(DM)
(DM)
Logistics
Logistics
33. 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)
37. Old Platform
• Purchase = Driver
• Web is an ‘extension’ of the catalogue
• Paper is nr. one !
MF
Purchase
Purchase PROMO
PROMO
38. New Platform !
• ShopManagement = Driver
• Purchase leads
• Communication = Production
• Flexibility
• E-Merchandising tempo rules !
• WEBteam Validates & Publishes
OsEcom
MF
Purchase
Purchase PROMO
PROMO
39. “ Don’t forget
Wireframes and
designs … Your
client is the most
important !
40. Old Site | 02_2012
• Diffuse
• no Fixation point
• multi messaging
• no colour accents
• weak …
41. Optimizations
#06-2012
Fixations/Heatpoints
on most important
CTA’s
colour rankings to
stress most important
message
less is more …
Size matters …
44. Heatmaps …
#usability rules
1. 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)
63. 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 !
64. Thank you !
& Good Luck !
info@stevedeveirman.be @stevedv
