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PSDMADRID 2019 - Claves del éxito en ecommerce en mercados dominados por marketplaces - Pablo Renaud

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Ponencia realizada por Pablo Renaud, de Universidad Ecommerce, durante el evento PrestaShop Day 2019 en Madrid.

Consejos accionables para tiendas online que busquen seguir siendo competitivas en mercados dominados por Amazon y los grandes marketplaces. Análítica inteligente, personalización, evolución de modelo, verticalización y mucho más.

Más información en: https://www.universidadecommerce.net/

Published in: Internet
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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PSDMADRID 2019 - Claves del éxito en ecommerce en mercados dominados por marketplaces - Pablo Renaud

  1. 1. Ecommerce en tiempos de Amazon Claves para tener éxito en ecommerce en mercados dominados por marketplaces Pablo Renaud · www.renaud.es · @pablo_renaud #PSDMadrid
  2. 2. Objetivo Entender las claves para vender online hoy en día, en un mercado competitivo, dominado por marketplaces #PSDMadrid Pablo Renaud · www.renaud.es · @pablo_renaud
  3. 3. 1999
  4. 4. 2019
  5. 5. Sé tú mismo, a menos que puedas ser como Jeff Bezos
  6. 6. #batallita
  7. 7. #LastMileDelivery
  8. 8. Ratio de conversión= Aviones que regresan a base / aviones totales que salieron
  9. 9. #DATOS
  10. 10. SESGO DE SUPERVIVENCIA
  11. 11. ¿Con qué datos piloto mi ecommerce?
  12. 12. ¿Y los que no compran?
  13. 13. #DATOS REALES
  14. 14. #MIRAR
  15. 15. #PREGUNTAR
  16. 16. #PREGUNTAS
  17. 17. Pablo, no te olvides de contarles esto: https://www.typeform.com/templates/t/t-shirt-order/
  18. 18. #33
  19. 19. https://www.renaud.es/
  20. 20. 2000 2019 NI IDEA MI #EXPERIENCIA EN ECOMMERCE ALGO SÉ Pablo Renaud · www.renaud.es · @pablo_renaud
  21. 21. Evolución 2000 2019 Mi primer proyecto ecommerce
  22. 22. Evolución 2000 2019 DIA D 6 MAR 2000 Mi primer proyecto ecommerce
  23. 23. Evolución 2000 2019 DIA D 6 MAR 2000 Mi primer proyecto ecommerce DIA D+1 CIERRE DEL PROYECTO
  24. 24. Evolución 2000 2019
  25. 25. 2000 2019 NI IDEA MI #EXPERIENCIA EN ECOMMERCE ALGO SÉ Fracaso Fracaso Fracaso Fracaso ÉXITO(S)
  26. 26. En tiempos de Amazon En MERCADOS de Amazon Cómo hacer ecommerce Pablo Renaud · www.renaud.es · @pablo_renaud
  27. 27. Company overview 588 359 190 476 645 902 1,152 631 -39 274 -241 596 2,371 3,033 -500 0 500 1000 1500 2000 2500 3000 3500 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 NetincomeinmillionU.S.dollars Note: Worldwide; 2004 to 2017 Further information regarding this statistic can be found on page 90. Source(s): Amazon; ID 266288 15 Beneficios de Amazon, 2004-2017 Amazon: annual net income 2004-2017
  28. 28. #CírculoVirtuoso
  29. 29. Yo gano pasta ¡SEGURO!
  30. 30. Ecommerce Tiendas online Marketplaces
  31. 31. Ecommerce Ecommerce tradicional MARCAS - D2C RESELLERS Marketplaces GENERALISTAS VERTICALES
  32. 32. Ecommerce Ecommerce tradicional MARCAS - D2C BRAND ECOMMERCE DNVB RESELLERS ON-OFF PURE PLAYERS Marketplaces GENERALISTAS AMAZON, EBAY, CDiscount, etc VERTICALES …
  33. 33. Ecommerce - EEUU Ecommerce tradicional MARCAS BRAND ECOMMERCE DNVB RESELLERS ON-OFF PURE PLAYERS Marketplaces
  34. 34. Ecommerce Ecommerce tradicional MARCAS - D2C BRAND ECOMMERCE DNVB RESELLERS ON-OFF PURE PLAYERS Marketplaces GENERALISTAS VERTICALES
  35. 35.  Cómo vender 14M$ en un solo día  Sin tener una tienda online, con un único producto  Sin gastar nada en MARKETING Caso de éxito
  36. 36. Ventas Prime Day 2018
  37. 37. Ventas Amazon Prime Day 2018 90,000 televisions 2 million toys 1 million pairs of shoes 200,000 headphones …
  38. 38. Ventas Prime Day 2018 215.000 UNITS 215.000 * 69$ = 14,8 MILLONES
  39. 39. NO ES SENCILLO
  40. 40. Yo gano pasta ¡SEGURO!
  41. 41. Bruno Sanders
  42. 42. Procedimiento para operación completa en Amazon Entender las implicaciones de VENDER EN AMAZON Investigación de producto Estimación de las ventas mensuales, precios y márgenes Branding (dentro y fuera de Amazon) Búsqueda de proveedores (sourcing) Fabricación, imagen, packaging Creación de productos (listing) Normativa de Amazon, códigos Consideraciones logísticas Ventas y marketing Automatización emails y reviews Análisis permanente
  43. 43. Y, ¿aparte de Amazon?
  44. 44. Ámbito geográfico  220 marketplaces en Europa
  45. 45. Transformación a MARKETPLACE
  46. 46. Marketplaces españoles
  47. 47. Marketplaces españoles
  48. 48. Marketplaces españoles
  49. 49. Marketplaces españoles
  50. 50. EL FUTURO
  51. 51. Yo gano pasta ¡SEGURO!
  52. 52. TENDENCIAS
  53. 53. Personalización en tiempo real LA EXPERIENCIA ES CLAVE #Xperience19
  54. 54. La alternativa…
  55. 55. ¿Y en Amazon?
  56. 56. EN TIEMPO REAL PERSONALIZACIÓN
  57. 57. EXPERIENCIA
  58. 58. https://www.toolstop.co.uk
  59. 59. FENÓMENO DNVB VERTICALIZACIÓN #Xperience19
  60. 60. ¿Qué es lo más difícil de vender online?
  61. 61. El producto Un producto que todos tenemos No sabemos cuándo hay que comprar uno nuevo No sabemos cuánto gastarnos
  62. 62. Cómo se compra Hay que ir a verlo/probarlo Elegir entre 5000 variaciones posibles Creernos lo que el comercial nos cuenta Jugárnosla y comprarlo
  63. 63. DOBLE DISRUPCIÓN CADENA DE SUMINISTRO MARCA Y MENSAJE
  64. 64. Datos para contexto Sólo 10% de las ventas de colchones son online Casper vende “sólo” 200M$ al año
  65. 65. Qué hemos visto Amazon Marketplaces Evolucionar a Marketplaces Trabajar la experiencia Personalización Verticalización #PSDMadrid
  66. 66. ¿Qué me llevo de esta session? No hay atajos. Esfuerzo, equivocación, aprendizaje OJO con el sesgo de SUPERVIVENCIA ¡Pregunta siempre que puedas! Experimentar, analizar, repetir Pide ayuda, ¡aprende! #PSDMadrid
  67. 67. https://universidadecommerce.net
  68. 68. https://universidadecommerce.net
  69. 69. Yo gano pasta ¡SEGURO!
  70. 70. Pablo Renaud | www.renaud.es GRACIAS #PSDMadrid Pablo Renaud · www.renaud.es · @pablo_renaud

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