David Vallin
e-commerce director
Polarn O. Pyret
online engagement to increase
impact
Laura Nuhaan
CMO
webpower
Stay in touch via twitter
#eretaileurope
@emerce
@webpower
@vallindavid
please access the wifi for our discussion later
introduction
Customer journey has changed for ever
customer 2.0 has turned off all the noise
by Orange_Beard
Engage
what you want
to say
what they are
interested in
interaction trust
R
E
L
E
V
A
N
C
E
it starts with customer insight
8
omni channel is key
the REAL funnel
capture leads online (reach)
would you like to receive your
receipt per email?
and offline (in store)
please use our free wifi!
strengthen offline and online
(reach)
engage
listen online, offer offline
Dialogue marketing
activate
leverage
Leverage technology
Canon550D
The beginning
purchase period
2 months after
purchase
Half year after
purchase
Club
Tips
Fri...
manage change
the interconnected customer
About us
2
6625
15
15
4
3
The Market
E-commerce
polarnopyret.se March 09
polarnopyretusa.com March 09
polarnopyret.co.uk March 11
p...
3 stores so far in the Netherlands
• Mobile first?
• Integration of content and
commerce
• Integration of physical
stores and online
• Targeted customer
comm...
+50% mobile traffic
Safari is our most
common browser
integration of content and commerce
Research online Purchase ofline – 39 % of all
store shoppers visited webshop to do research
before going to the store
RoPo-tactic I | pick up in store
RoPo–tactic II | integrated store locator
targeted customer communication
online first as new
market entry strategy
enter our lottery campaign and win!
thank you!questions?
We for sure
do have
some
questions for
you..
do you know your
‘online’ customers?
do you work with buying
persona?
do you have a well defined
nurturing strategy
for pr...
don’t forget to…
.. leave your business card!
and we will send you this
presentation!
David Vallin
e-commerce director
Polarn O. Pyret
thank you!
Laura Nuhaan
CMO
webpower
strategies
NL launch campaign
 SEM
 Retargeting
 Google Shopping
MOBILE IS OFTEN THE FIRST
INTERACTION DURING SHOPPING
Tromsö (2)
Bergen (2)
Haugesund
Trondheim (2)
Bodö
Stavanger
Kristiansand (2)
Oslo (9)
Ski
Jessheim
Tönnsberg
Drammen (2)
...
eRetail Europe - Laura Nuhaan - Webpower
eRetail Europe - Laura Nuhaan - Webpower
eRetail Europe - Laura Nuhaan - Webpower
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eRetail Europe - Laura Nuhaan - Webpower

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  • Blauw open, rood conversie 1999 gestart website bouwer en email marketing -> Wat we do!! Ontwikkeld tot smart email marketing ->1. buyer profiles opbouwen-> demografischnietvoldoende-> zakenvrouw, lease auto- 3 kids-> marieclair-> vrijetijdrennen-> veelkansdatikwel lees-of vanuitvakgebied.2.nurturing geatuomatiseerde emails bvjijopentniet, krijg je andere email-> MULTI VLAAI-> jarig email –korting3. Lead scoring pbvgedragkunnen we bepalenwanneerjijlklaar bent omietstekopenSAAS30 miljoen email per dag! Digital 1 op 1…..email is kern--. 3 keerzoveelals TNT alspakketjesrondbrengt…zondervliegtuigen..Zozichtbaar-- postbodeweetalleswie met wiedoet….. Wijdoendatdigitaal we wetenwaterspeelt -> engagement…
  • Online –OfflineSocial2017 66% of offlineinfluenced online (32 % now) Information abundanceCustomer owns the process, in charge, leveragessocial, immediatevalueTraditional marketing notworking, traditional retailnotworking
  • Is in chargeLeverages the social webExpects direct value60 % of buyingproces, 75 % inquiries online, 17 % social
  • Mix tussen offline en online----- Meeting Notes (8/27/13 10:31) -----from moet zijn marketing gaat nog
  • RecionalidielistBuyer persona-content marketing
  • Customer insight, not silo thinking touchpointsseamlesstogetherFor ourown digital communicationandourclients we use the REAL because of digital important tonurture stay on the radar
  • 35 % retailers dothis, Ideas:Membership/ Loyalty card-> whyzipcodes, whynot emailReceipt per email -> go greenFree wifi in storeApps
  • Vanilia -- AMAZON on
  • Daretobe off topic -> different
  • Ziengs-> not in store, let me order online appp in store lbsRole of mobile-> appsAppsforpersonnel
  • Drugstore example:IftheyknewmyEmail andnotmy zip
  • More out of existing customers 70% of Consumers Trust Brand Recommendations FromFriends 10 % versus advertising
  • 67%of us start shoppingon one device and cotinue on anotherCart transfer tacticsMake eachdevice relevant for customerneed!
  • eRetail Europe - Laura Nuhaan - Webpower

    1. 1. David Vallin e-commerce director Polarn O. Pyret online engagement to increase impact Laura Nuhaan CMO webpower
    2. 2. Stay in touch via twitter #eretaileurope @emerce @webpower @vallindavid please access the wifi for our discussion later
    3. 3. introduction
    4. 4. Customer journey has changed for ever
    5. 5. customer 2.0 has turned off all the noise by Orange_Beard
    6. 6. Engage what you want to say what they are interested in interaction trust R E L E V A N C E
    7. 7. it starts with customer insight
    8. 8. 8 omni channel is key
    9. 9. the REAL funnel
    10. 10. capture leads online (reach)
    11. 11. would you like to receive your receipt per email? and offline (in store) please use our free wifi!
    12. 12. strengthen offline and online (reach)
    13. 13. engage
    14. 14. listen online, offer offline
    15. 15. Dialogue marketing
    16. 16. activate
    17. 17. leverage
    18. 18. Leverage technology Canon550D The beginning purchase period 2 months after purchase Half year after purchase Club Tips Friends offer
    19. 19. manage change
    20. 20. the interconnected customer
    21. 21. About us
    22. 22. 2 6625 15 15 4 3 The Market E-commerce polarnopyret.se March 09 polarnopyretusa.com March 09 polarnopyret.co.uk March 11 polarnopyret.ie May12 polarnopyret.no June12 polarnopyret.fi July12 polarnopyret.com May12 polarnopyret.nl Sept 13 126 stores, 9 markets, 82 282 Euro Brandsales Our Markets 3
    23. 23. 3 stores so far in the Netherlands
    24. 24. • Mobile first? • Integration of content and commerce • Integration of physical stores and online • Targeted customer communication customer facing strategies how we meet the interconnected customer?
    25. 25. +50% mobile traffic Safari is our most common browser
    26. 26. integration of content and commerce
    27. 27. Research online Purchase ofline – 39 % of all store shoppers visited webshop to do research before going to the store
    28. 28. RoPo-tactic I | pick up in store
    29. 29. RoPo–tactic II | integrated store locator
    30. 30. targeted customer communication
    31. 31. online first as new market entry strategy
    32. 32. enter our lottery campaign and win!
    33. 33. thank you!questions? We for sure do have some questions for you..
    34. 34. do you know your ‘online’ customers? do you work with buying persona? do you have a well defined nurturing strategy for prospects and customers? do you have any conflicts between online-offline? how do you deal with these conflicts? what do you see as the # 1 challenge for success in 2014? what do you consider best practices?
    35. 35. don’t forget to… .. leave your business card! and we will send you this presentation!
    36. 36. David Vallin e-commerce director Polarn O. Pyret thank you! Laura Nuhaan CMO webpower
    37. 37. strategies
    38. 38. NL launch campaign  SEM  Retargeting  Google Shopping
    39. 39. MOBILE IS OFTEN THE FIRST INTERACTION DURING SHOPPING
    40. 40. Tromsö (2) Bergen (2) Haugesund Trondheim (2) Bodö Stavanger Kristiansand (2) Oslo (9) Ski Jessheim Tönnsberg Drammen (2) Juväskylä Kuopio Kokkola Oulu Turku Vaasa Lahti Tampere Helsinki (2) Vantaa Espoo Rovaniemi Derby Manchester Norwich Windsor Glasgow Edinburgh Guildford Dublin (2) Belfast Cambridge London (4) Lappeenranta Turnbridge Wells Reykjavik (2) Riga Talinn (2) Utrecht Maastricht Eindhoven There is still great potential to open more stores in the major international markets 4. Fortfarande stor potential att öppna fler butiker på de största internationella marknaderna

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