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Complex eCommerce for retailer - Praktiker


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Strategy – synergy of communication.
Conversion, Cart value increase, Loyalty, New users, Recommendations, Product descriptions, E-mail Marketing, ROPO, Online ad paper, Mobile

Published in: Marketing, Business, Technology
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Complex eCommerce for retailer - Praktiker

  1. 1. Complex e-Commerce Case Study
  2. 2. • March 2010 – The beginnings of e-commerce in Praktiker • March 2011 – The beginnings of working with Divante • March 2012 – OMG e-commerce! 2
  3. 3. Strategy Loyalty New users Cart value increase Conversion Immediate effects 3
  4. 4. Conversion- recommendations Home page recommendations Product page recommendations 4
  5. 5. Recommendations Quartic • • 12% sales increase 15% customers increase A/B test – Half of the users (group A) visitng was presented with the recommendations generated by Quartic while the other half (group B) saw standard recommendations. 5
  6. 6. Product descriptions The crucial element of any product page •Product description •Product photos •Additional description, e.g. dimensions, weight •Sale or special offers •Information whether a product is availale in stationary stores •The possibility to ask a question about a product •Opinions and notes by other buyers •The possibility to recommend a product •Suggested similar product chosen by other users •Product name and EAN •Others •Suggested most popular products 6
  7. 7. Product description • Complex continuous support • Recommendations system • Analysis and designing • Quantity tests • SEM 7
  8. 8. Writing product descriptions Laminated floor panels Elegance bubinga by Kronopol work great in public-use spaces, such us shopping malls or office buildings. However, they will be also suitale for private houses or apartments, being both children- and animal-proof. No worries that they will get scratched or stained. Their durability is guaranteed thanks to its 7 mm thickness and AC3 class. The width is 193 mm and the length – 1380 mm. White Classic in-doors by Windoor connect traditional look with modern solutions. The frame. made from 44-mm MDF board, is filled in with stabilizing „honeycomb” insertion. HDF covering painted with white Gori paint and the white PCV inner frame create stand for good quality and perfect looks. The doors open to the right. They are 80 cm long. 8
  9. 9. Floor panels categories Quantity (All visits) Quantity (All visits) Quantity (Organic traffic) Quantity (Organic traffic) Akcja specjalna Special action Product revenues 9
  10. 10. Traffic Visits Visits Exit rate Bounce rate The users seewidząread the Użytkownicy and treść, content czytają Visits Average visit time 10
  11. 11. Organic traffic increase Visits (All visits) Visits (All visits) Visits (Organic traffic) Visits (Organic traffic) Akcja Special specjalna action 11
  12. 12. Product descriptins – results • One month after adding Divante’s product descripitions was enough to increase organic Google traffic by 120% based on the chosen key words. • Simultaneously with the traffic, the chosen products’ sales increased from X k zł in July to 3X zł in August. 12
  13. 13. E-mail Marketing 13
  14. 14. E-mail Marketing 14
  15. 15. E-mail Marketing with recommendations • E-mail marketng conversion is 34,17% bigger than average • A single e-mail marketing visit value is bigger than the average visit value by 51,01% 15
  16. 16. ROPO Poorly described products Too small font No colours The most common opinions about the website Less products presented than the actual offer in stores Lack of small products (nails, etc.) No weekly ad paper 16
  17. 17. Online ad paper 17
  18. 18. Online ad paper 18
  19. 19. Online ad paper • The popular flash-based solutions have serious weaknesses: • They do not work on most mobile devices • They are a tough nut to crack for SEO • Our ad paper is THE solution: • Mobile • Transparent for search engines • A way to the future 19
  20. 20. Online ad paper Online availability Availability in stores Current price Detailed description Photo gallery 20
  21. 21. Online ad paper 1. The paper 2. The list 3. The cart 21
  22. 22. Mobile Full mobile availabilty of all e-mail marketing and ad papers 22
  23. 23. ROPO! = 22x 23
  24. 24. Strategy – synergy of communication OOH buy online! TV + OOH + radio – Maciek Gajwer and the washcloth TV + OOH + radio – Maciek Gajwer and the shower cabin TV + OOH + radio – Maciek Gajwer and the lawn mower 24
  25. 25. Mobile support for sales 25
  26. 26. Generating value 26
  27. 27. Testimonials • In my opinion, there are two basic things that differ Divante from others. • First of all: passion. The people who I’ve had a pleasure to work with are experts in the field of both Polish and international e-commerce, always looking for new tools, trends and the best examples. • What is more – and this is another thing that I appreciate so much – they are eager to share their knowledge and passion, with full engagement, to help companies like Praktiker develop their online retail channels. • But most importantly, everything is planned to achieve the final goal – i.e. increase of sales and the return of investment. That is why for me, working with Divante follows the „win-win” model. They know that their client’s success is their own success, too. • –Krzysztof Włodarczak, E-marketing Manager, Praktiker 27
  28. 28. Strategy New users Loyalty 11,45% sales powered by email marketing 120% traffic from the new product descriptions Conversion Sales increase by 12% thanks to recommendations Quick effect! 28
  29. 29. Contact