Retailer’s Dilemmas on the Way to Mul4channel Sale Krzysztof Włodarczak Marek Górecki E-‐Commerce Manager eCommerce Specialist h<p://prak4ker.pl/ h<p://divante.pl/
What’s this? source: facebook.com/MaciekGajwer za realitypod.com
Timeline • March 2010 – we’re going e-‐commerce! • March 2011 – do we have e-‐commerce? • March 2012 – OMG e-‐commerce!
20% 40% 60% 80% 100% 0% Browser (i.e., Google, 43% yahoo) On-line DIY stores (e.g., praktiker.pl , 42% ezakupy.leroymerlin.pl) 47% Websites of DIY stores presenting general 27% information Websites connected with Home&Garden 24% products the store, do it online. Manufacturer’s website 22% On-line product or price comparison 14% clients who plan service(e.g., shopping ahead, before visiting On-line auctions 13% (allegro, ebay etc.) On-line stores selling Home&Garden 12% products Websites (e.g., onet, 8% wp etc.) On-line blogs and forums on building 8% materials Consumers’ opinions 6% on the Internet Sanitary products Tools Building materials Home decoration and lighting Garden Video sites, e.g., 0% 0% YouTube Social networking service (e.g., 0% Facebook) 43% 46% 48% 49% product category 51% The role of online sources vs. 20% 40% 60% 80% 100% Where do people buy?! We ask oﬄine foto: whdhwhb.blogspot.com
Where do people buy?! We ask oﬄine Do you know prak4ker.pl e-‐store? Awareness Visit Purchase Yes 5% Yes Yes Yes, 52% Yes N=732 N=495 68% No 95%Online purchase of products in The possibility of online purchase in Home&Garden category Home&Garden product category • Very likely • Rather likely • Neutral Yes No, • Rather not N=260 likely • Not likely at all • I don’t know foto: whdhwhb.blogspot.com
Where do people buy?! We ask online What is your reason to visit the Website?• Learning about discounts • Checking prices • Searching for a product and checking its availability in a Prak4ker store • Finding the address and opening hours of a Prak4ker store • Online purchase of a product • Others • Tasks, ques4ons, help • Gegng professional help Check product availability in Prak5ker stores
ROPO! Check product availability in Prak5ker stores = 22x + ADD TO CART
More ROPO! Poorly described products There are less products displayed Small-‐sized than the actual font number of products in storea The most common commentaries regarding the Website Lack of small products (drills, Very few colors screws, etc.) No promo4onal paper
We’re building… Source: facebook.com/MaciekGajwer za realitypod.com
• Product descrip4on Product Descrip4ons • Product photos • Addi4onal descrip4on, e.g. size, weight, etc. • Discount price or addi4onal extras • Informa4on about product availability in stores What is the most important • The possibility to ask a ques4on about the product feature of a product page for • Opinions of other users • The possibility of recommending a product you? to a friend/friends • Similar products chosen by other users • Product number and EAN code • Others • Sugges4ons of the most commonly purchased products How does a detailed product descrip4on inﬂuence purchase decision?
Test: Product Descrip4ons – Guidelines We added 500-‐700 characters-‐long descrip4ons of 100 products from 5 categories: • divided into 2 paragraphs; • including the following informa4on: – Appearance (color, texture, e.g. ma<, shiny, etc.); – Product use (home/oﬃce, type of room: bathroom, kitchen, living room etc.); – Style (modern, classic, rural etc.); – Materials; – Technical deﬁni4ons (thermal head etc.).
Test: Product Descrip4ons – Results A"er adding unique product descrip2ons, Google-‐generated traﬃc responding to the chosen keywords grew by 120%. Similarly, sales of these products grew 3 2mes from July to August. 33% of sales comes from SEO.
Product Descrip4ons Today Technical descrip4on (buyers/ suppliers) Product descrip4on Keywords for a given product category (SEM agency) ….but product descrip4on is not just words! h<p://www.prak4ker.pl/produkt,37786,258/ mlotowiertarka_makita_hr2450_780w_sds-‐plus.html
Almost new… źródło: facebook.com/MaciekGajwer za realitypod.com
Strategy – Communica4on Synergy TV + OOH + radio – Maciek Gajwer and the OOH lawn mower TV + OOH + radio buy online! TV + OOH + radio – Maciek Gajwer and – Maciek Gajwer and the washcloth the shower cabin
Mobile-‐Generated Traﬃc and Sales – Consistency Regarding the Oﬀer, Communica4on and Sales Channels
Strategy of Development + Synergy • Online sales increase aver launching new channels of promo4on • Using the ROPO eﬀect to increase sales in stores • Gaining unique market domina4on regarding func4onality, usability and technology • Increasing the eﬀec4viness via op4miza4on of client service, store management, logis4cs and legal processes
The Quality of Service• Sa/sfac/on from the coopera/on with our agency: 4.6 / 5 -‐ 2nd place in Poland The survey carried out on all Divante clients by Media&Marke4ng Poland in 2011. • Sa/sfac/on from our customer service: 4.9 / 5 – 3rd place in Poland The survey carried out on all Divante clients by Media&Marke4ng Poland in 2011. • 100% of our clients would recommend us to their friends. The survey carried out on all Divante clients by Divante Company in 2010. • Almost 60% new ques/ons which we receive comes from the references from our previous customers. • 10 /10 points in „punctuality and reliability” category. The survey carried out on all Divante clients by an independent unit in 2009.
The Quality of Work New ideas helping to improve the func2oning of a company. -‐ Puls Biznesu magazine, 2009 Such examples show that our economy is really innova2ve and has a huge poten2al of the human capital. -‐ Sebas4an Christow, Ministry of Economy of the Republic of Poland Divante is able to connect product innova2ons with the care for the best quality of its customer service. Thanks to that, Divante carries out projects for clients in Poland and all over the world. -‐ Michał Żyliński, Microsov A great communica2on and openness to new solu2ons, these are certainly the strong sides of the team. -‐ Izabela Dauksza, Coordinator of Project Managers, Gazeta.pl
Technology• Scalability – PromoRing enables ca. 5 mln PV per day, serving 3 mln UU per month • Flexibility -‐ .NET, Django, PHP • We are a partner of Apple and the Microsov Company • We are integrated with many outside systems (improvement systems, warehouse systems, ERP, CRM)
Thank you for your attentionContact divanteltd.com firstname.lastname@example.org twi<er.com/divanteltd phone: +48 71 34 22 406