E-commerceEnkele WijshedenLieselotte Van Tieghem
Hi! I’m Lieselotte.
I work at WijsA digital Agency in Ghent
‣ digital agency‣ everything online‣ digital strategy, websites, facebook apps, seo/sea, social, analytics...‣ 54 FTE (jun...
Process
Think strategicE-commerce
In many cases it’s more then just puttingyour product catalog online
Who are yourclients &in what way dothey expect you todo“e-commerce”?
Who are your target groups?‣ Distributors‣ Retailers‣ Architects/contractors‣ End user (B2B) or consumer (B2C)‣ And even y...
How will each target group makeuse of your service online?How can we translate this intoconversion / e-commerce?
Let me tell you my story...‣ Young mom of two children‣ Happily married to anentrepreneur‣ Full-time job, not only at Wijs...
This is what we did2 years ago
This is what we did 2 months ago...
Ground rules1. We did not visit one offline-point2. For the second project wedidn’t use an architect3. We did all the resear...
4. We chose all products online5. We checked all references of the used brandsonline. If there were none, this was not a g...
And well, let’s behonest... this is onlymy generation
So maybe...
Re-invent offline stores‣ experience centers‣ service points‣ pick-up points‣ the advantage of offline visibility‣ credibility
And make sure people talk about you online!
Qualitativetraffic
24Build it, and they will comeJohn DoeCEO at a random company
25Build it, and they will comeJohn DoeCEO at a random company
Never build a webshop before thinkingabout your marketing strategy
It’s not about creating as many trafficas possible, it’s about creatingqualitative traffic
Some online ways1. SEO2. Advertising: SEA, Social ads,Remarketing3. Email marketing4. Social media marketing
Shortly zooming into thepower of SEO
First of all...
Zoekvolumes1. Sjorbanden BE: 210x per maand2. Sjorbanden NL: 1.300x per maandMAAR1. Spanbanden BE: 1.300x per maand2. Span...
SO...talk their talk on yourwebsite
Engagement...Create a storyand talk theirslang
Last year I met these2 young fellaz
After 4 months...
Inspire...
Measure...
A bigg-ass titleAbout a proper subjectEen website is zoals een schipmeten, evalueren& bijsturen
Dare to make e-commercean inherent part of yourcompany
How can the existing companyadapt to E-commerce?
Some things we experience...‣ Customer service departmentbecomes a sales channel‣ Sales department and onlinesales‣ What a...
So nope...E-commerce is notjust something onthe side
‣ about your target groups and their needs‣ about your online marketing‣ about usability & conversion‣ about your company ...
In other words...dare to invest, butin wise and smallsteps
Kom je graag ‘s babbelen?LieselotteVan Tieghemlieselotte.vantieghem@wijs.be
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
E-commerce presentatie - Centexbel
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E-commerce presentatie - Centexbel

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Lieselotte gaf recent een presentatie voor Centexbel, waar ze uitleg gaf over de evolutie die we merken in de verhouding tussen online en offline shops. Hoe kan je als retail zaak inspelen op de evolutie en er je voordeel bij halen?

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E-commerce presentatie - Centexbel

  1. 1. E-commerceEnkele WijshedenLieselotte Van Tieghem
  2. 2. Hi! I’m Lieselotte.
  3. 3. I work at WijsA digital Agency in Ghent
  4. 4. ‣ digital agency‣ everything online‣ digital strategy, websites, facebook apps, seo/sea, social, analytics...‣ 54 FTE (june 2012)‣ focused on results (sales, leads, conversions)‣ strong methodology - user centered approach‣ integrated process and teamsTweet-style Summary
  5. 5. Process
  6. 6. Think strategicE-commerce
  7. 7. In many cases it’s more then just puttingyour product catalog online
  8. 8. Who are yourclients &in what way dothey expect you todo“e-commerce”?
  9. 9. Who are your target groups?‣ Distributors‣ Retailers‣ Architects/contractors‣ End user (B2B) or consumer (B2C)‣ And even your own people
  10. 10. How will each target group makeuse of your service online?How can we translate this intoconversion / e-commerce?
  11. 11. Let me tell you my story...‣ Young mom of two children‣ Happily married to anentrepreneur‣ Full-time job, not only at Wijs,but also as a mom, wife,housekeeper and secretary
  12. 12. This is what we did2 years ago
  13. 13. This is what we did 2 months ago...
  14. 14. Ground rules1. We did not visit one offline-point2. For the second project wedidn’t use an architect3. We did all the researchonline: brands, products andcontractors
  15. 15. 4. We chose all products online5. We checked all references of the used brandsonline. If there were none, this was not a good sign6. If the company did not have a website, it did notexist (eventhough the contractor had spoken about it)7. Eventually we bought offline with our contractors(who we also challenged...)Ground rules
  16. 16. And well, let’s behonest... this is onlymy generation
  17. 17. So maybe...
  18. 18. Re-invent offline stores‣ experience centers‣ service points‣ pick-up points‣ the advantage of offline visibility‣ credibility
  19. 19. And make sure people talk about you online!
  20. 20. Qualitativetraffic
  21. 21. 24Build it, and they will comeJohn DoeCEO at a random company
  22. 22. 25Build it, and they will comeJohn DoeCEO at a random company
  23. 23. Never build a webshop before thinkingabout your marketing strategy
  24. 24. It’s not about creating as many trafficas possible, it’s about creatingqualitative traffic
  25. 25. Some online ways1. SEO2. Advertising: SEA, Social ads,Remarketing3. Email marketing4. Social media marketing
  26. 26. Shortly zooming into thepower of SEO
  27. 27. First of all...
  28. 28. Zoekvolumes1. Sjorbanden BE: 210x per maand2. Sjorbanden NL: 1.300x per maandMAAR1. Spanbanden BE: 1.300x per maand2. Spanbanden NL: 6.600x per maand
  29. 29. SO...talk their talk on yourwebsite
  30. 30. Engagement...Create a storyand talk theirslang
  31. 31. Last year I met these2 young fellaz
  32. 32. After 4 months...
  33. 33. Inspire...
  34. 34. Measure...
  35. 35. A bigg-ass titleAbout a proper subjectEen website is zoals een schipmeten, evalueren& bijsturen
  36. 36. Dare to make e-commercean inherent part of yourcompany
  37. 37. How can the existing companyadapt to E-commerce?
  38. 38. Some things we experience...‣ Customer service departmentbecomes a sales channel‣ Sales department and onlinesales‣ What about a dedicated E-Team?‣ What about your distributors& retailers?
  39. 39. So nope...E-commerce is notjust something onthe side
  40. 40. ‣ about your target groups and their needs‣ about your online marketing‣ about usability & conversion‣ about your company and existing organisationThink strategic...
  41. 41. In other words...dare to invest, butin wise and smallsteps
  42. 42. Kom je graag ‘s babbelen?LieselotteVan Tieghemlieselotte.vantieghem@wijs.be

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