Garden Retail Experience 2015 (Dutch)
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Presentation given at the Garden Retail Experience 2015. Pratical information how the internet is changing garden retailing and how garden centres can benefit by using smartphones.
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Garden Retail Experience 2015 (Dutch)
- 1. HOE HET INTERNET DE TUINBRANCHE VERANDERT
- 2. WELKOM! Wie ben ik? Waar zijn we nu? Smartphones Prijsvergelijking Mooie praatjes! Vragen
- 3. WIE BEN IK Oprichter van Garden Connect (2002) Bedrijfseconomie gestudeerd Interesse in het veranderende retail-landschap!
- 4. WIE IS GARDEN CONNECT? Websites voor 200+ tuincentrum Webshops E-mail marketing (ongeveer 500.000 / week) Social media Personal Marketing voor loyaliteitsprogramma’s 18 Medewerkers & 2 kantoren
- 5. HIER ZIJN WE NU: Uw klanten zijn online Vroeger is voorbij! De klant begrijpt niet dat er verschil zit in online & offline winkelen
- 6. EN HIER ZIJN DE FEITEN: Online aankopen 1e half jaar: € 87 mln Dat is + 35% tov 2013 11% van de aankopen in de tuinbranche gebeurd online – tegen 5% in 2011. Online bestedingen in 2014 + 6% Wat was uw groei de afgelopen jaren?
- 7. WAAR ZOEKEN UW KLANTEN NAAR … informatie? … productvergelijkingen? … objectieve recensies? … beschikbaarheid & voorraden? … verkooppunten?
- 8. Tradit. winkels (sinds 1000 bv) Internet winkels (sinds 1995) Offline retailers (meeste tuincentra) Online retailers Winkel met webshop Offline Online Webhop met winkel Meeste zelfstandige tuincentra Thanks to Cor Molenaar!
- 9. SAMENVATTING: Het aankoopproces verandert Uw rol verandert De hele verkoopketen verandert
- 11. Persoonskenmerken 12tot15jaar 15tot25jaar 25tot35jaar 35tot45jaar 45tot55jaar 55tot65jaar Personal computer % van alle personen100 99 97 99 98 93 PC / desktop % van alle personen82 79 60 73 74 70 Laptop % van alle personen88 93 86 83 81 69 Mobiele telefoon % van alle personen89 96 89 84 75 49 Andere apparatuur % van alle personen85 79 69 72 65 51 TV Radio Website e-mail
- 12. SMARTPHONES TV Radio Website e-mail 50% van het internetverkeer is geen PC Meest persoonlijke apparaat Responsive websites Directe verbinding met de klant! Mobiele verkopen exploderen – haak aan!
- 15. ALLEEN… TV Radio Website e-mail Wanneer vergelijk je prijzen? Wat doen winkelmedewerkers hiermee? Is het internet wel goedkoper? Prijsvergelijking = koopintentie!
- 16. PRIJSVERGELIJKING TUINBRANCHE TV Radio Website e-mail BOL € 39,04 BOL € 32,95 BOL € 149,99 € 23,99 € 22,95 € 119,00
- 17. DUS… TV Radio Website e-mail Samen met de klant instore prijsvergelijken?
- 18. SMARTPHONE ALS COMMUNICATIEKANAAL TV Radio Website e-mail Mobiel vriendelijke website Productinformatie Productrecensies Aanbiedingen & activiteiten Prijsvergelijking?
- 19. TO APP OR NOT TO APP? TV Radio Website e-mail Integratie klantenkaart Belonen op basis van bezoek Instore communicatie
- 20. PERSOONLIJKE COMMUNICATIE TV Radio Website e-mail Klant belonen als hij trouw is… … gefeliciteerd met uw 500 punten! Terughalen als hij wegblijft… … we missen u!
- 22. ZOU HET WERKEN? TV Radio Website e-mail 600 klanten gemaild > 365 dagen 500 e-mails correct afgeleverd 92 aankopen € 58,- gemiddeld aankoopbedrag Ruim € 5.400 omzet – met 1 mail!
- 23. WAT BRENGT 2015? TV Radio Website e-mail Klanten orienteren & shoppen online Spring daar op in! Klanten besteden veel tijd op hun iPhone Daar moet u aanwezig zijn! Marketing wordt persoonlijk en gericht En dat levert geld op!
Editor's Notes
- Good afternoon Welcome The internet is influencing sales in the entire retail, not just garden centres What’s happening and how can we adept?
- Sunday afternoon so I won’t make it too heave We’ll finish in about 30 minutes so you got plenty of time to look around at the show Some trends and a lot of valuable practical information Q&A after the presentation or at our stand
- I’m very dutch, 31 Founder of Garden Connect We work for several marketing groups, family owned groups and independents
- We’re providing websites to about 200 garden retailers We provide over 50 webshops We provide website content and send newsletters to about 500,000 newsletters / week Social media services GardenDeal App, new innovation and a mobile based loyalty scheme which is future proof. We’ll talk about mobile later on!
- So let’s see where we are now: Your customers are going online, younger ones and older ones The internet is here to stay, so the old days won’t come back. Your older customer base is shrinking. I know two customers of ours who are checking the obituaries in the local newspapers to remove customers from their customer database. Akward isn’t it? More important: customers are ignoring more and more the difference between online and offline. Offline orientation and online shopping are merging. So for example: you’re buying shoes in the high street but the store doesn’t have your size. You can order it instore, pay like a normale purchase but it will be delivered within 24 hours as with online orders. This is how train stations look nowadays
- Facts Online sales in the UK will pass the 100 billion pounds – that’s a lot of money! +16% year on year compared to 2013 Smartphone based sales are up 138% Hortweek published a survey saying online sales in our industry will double the upcoming 4 years. Earlier this week we received reports from the Dutch trade organisation saying online sales in NL in the industry are up 3%% compared to 2013. So to summarize: within 4 years 15% will be spent online. If you looked at he Market Analysis from the HTA you’ve noticed the market isn’t growing, so the online sales are reducing the offline sales. Back to the first point: the UK are the world champions of online sales! The amount of money spent online per consumer is the highest of the world! After 1966 you finally did it again!
- So if you ask yourself a few questions you realise the internet should be in yourmarketing strategie. Or is your strategie to target customers via yellow pages?
- So let’s visualize what we should do.
- So to summarize: The customer journey is changing Your role is changing as you don’t have the monopoly on knowledge anymore. Knowledge is in your hands with your smartphone! The supply chain is changing as retailers don’t have a monopoly on sales anymore. Amazon is selling with stores and manufactures can communicate directly with customers, passing the retailers.
- Every retailer should lvoe smartphones as they are you way into your customers mind.
- Check those facts
- Give me your smartphone and I tell you who you are. It’s all I need! Of course your website should be responsive as a starting point Smartphones allow you to establish a direct connection with your customers Mobile sales are +138% this year – how much did you do via mobile phones? Let’s see how customers use their smartphone stores to see the opportunities
- Give me your smartphone and I tell you who you are. It’s all I need! Of course your website should be responsive as a starting point Smartphones allow you to establish a direct connection with your customers Mobile sales are +138% this year – how much did you do via mobile phones? Let’s see how customers use their smartphone stores to see the opportunities
- Give me your smartphone and I tell you who you are. It’s all I need! Of course your website should be responsive as a starting point Smartphones allow you to establish a direct connection with your customers Mobile sales are +138% this year – how much did you do via mobile phones? Let’s see how customers use their smartphone stores to see the opportunities
- Gardena snoeischaar Weber one touch premium Royal canin 33 2 kg
- We’re introducing the garden deal app at GLEE so be sure to popin for a demonstration!