E-Commerce in Belgium, latest trends and precious tips Carine Moitier, Expert Consultant e-Commerce Co-Founder Bivolino.com www.cmoitier.com E-Commerce Forum Meridien Brussels - 30.09.08
The Retail Trend The E-Com Market Top 10 Lessons… out of 10 years experience
Retail shifts from a Hit-driven to a Niche economy -source The Long Tail Chris Anderson Webtechnology is turning Mass Markets based on Hits into millions of Niches by combining infinite cheap shelfspace with real-time info, buying trends & public opinion.
The Future of the Business Is Selling Less of More -source The Long Tail Chris Anderson ‘ One-stop-Shopping’ Brick & Mortar and Catalogs Retailers will have to (are) extend(ing) their hit-driven business with a variety of online Niche offerings eiher physical or digital, MtStock or MtOrder.
Custom Clothing = The Long Tail of Fashion -source The Long Tail Chris Anderson Filters & recommandation technology will guide the customer from “one-size-fits-all bestsellers clothing” up to the high variety choice in custom clothing.
Worldwide 875 mio consumers shop online - Source Nielsen 12/07 More than 85% of the world’s population with an Internet connection has already bought something online. De online worldwide shopping market has grown for more than 40% for the last 2 years. Books are the most popular (41%) Clothing/Accessories/Shoes (36%) Video’s /dvd’s/games (24%) Flights (24%) Electronics (23%)
Belgian e-Commerce Market figures - Source BeCommerce 05/08 2005 : 339mio € 2006 : 675 mio€ +99% 2007 : 989 mio€ +46% 2008 : 1236 mio € +25% expectations A mature market were the whole belgian population is represented.
Belgian e-Shops figures - Source BeCommerce 05/08 2007 : 2100 2008 : 3100 +48% expected +80 e-shops per month + 4 e-shops every working day
Lesson #1 THINK BIG, STAR T SMALL & STAY FOCUSED.
Lesson #2 e-COMMERCE SHOULD BE IN THE HEARTH & SOUL OF YOUR COMPANY’s CULTURE & VISION.
Lesson #3 THE e-COMMERCE BUSINESS IS NOT JUST ANOTHER CHANNEL.
Lesson #4 THE e-COMMERCE BUSINESS IS BUILT ON REPEAT CUSTOMERS.
<ul><li>Customers come… </li></ul><ul><li>Customers come back… </li></ul><ul><li>on any given day, 75% of purchases from returning customers </li></ul><ul><li>repeat customers order> 2.5x in the next 12 months. </li></ul><ul><li>Customers come back, order more and more often… </li></ul><ul><li>repeat customers have higher average order size </li></ul><ul><li>111,98€ - first time customer in Q108 </li></ul><ul><li>143,22€ - returning customers in Q108 </li></ul>
Consumers are the New Authorities Then “ Turns out the contaminated wheat gluten that has sickened and killed so many cats and dogs recently has ended up in quite a few brand names. I finally found a complete list of the affected brands here. I feed my cats --- dry food, and fortunately the dry food was not on the list. The --- wet is, though. Don't assume that your brand is safe. Check the list!” - stynes.blogspot.com , 04/05/07 Now
Lesson #6 CREATE REAL VALUE, DO NOT COMPETE ON PRICE.
Lesson #7 MAKE SURE YOUR INVENTORY WEB SITE IS 100% ACCURATE.
Lesson #9 CUSTOMER SERVICE IS AN INVESTMENT. (NOT AN EXPENSE)
<ul><li>What customers first see </li></ul><ul><li>24/7 1-800 number on every page </li></ul><ul><li>free fast shipping </li></ul><ul><li>free return policy </li></ul><ul><li>What customers experience </li></ul><ul><li>fast & accurate fulfillment </li></ul><ul><li>friendly, helpful « above & beyond » customer service </li></ul><ul><li>a personal handwritten complement card </li></ul><ul><li>What to do internally </li></ul><ul><li>no call times </li></ul><ul><li>no sales-based performance goal for reps </li></ul><ul><li>5-week customer service & culture training </li></ul>
Lesson #10 DON’T BE SECRETIVE. DON’T WORRY ABOUT COMPETITORS. JUST DO IT!
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