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E-retails set new record ( May – July)
-8% -15% -3% -22%
236%
415%
479%
-100%
0%
100%
200%
300%
400%
500%
600%
(100,000.00...
STRATEGIC PRIORITIES
strategic plan FY’16
Integrative
Communication
For best VISIBILITY
onsite and off-site
Improve assort...
WHY STARS ?
Long-lasting exposure
in e-retail
Drive category growth
LAZADA holds over million Product !
Cut through set of...
Data Feed
Solution: “Commerce connector” solution
Permanently integrate E-commerce partner channels with own
website
.Shar...
CONTENT IS KEY TO BOOST SALES ON PURE PLAYERS WEBSITES
the right marketing content, the right product packshots, the right...
GAME CHANGERS
 Shopper perceived lower cost while it is actually not
 Higher margin for brand
 Avoid brand dilution
 O...
Integrative
communication
Improve assortment plan
Promotion to activate
favorability of STAR SKUs and
overall category
Ree...
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Sun Mon Tue Wed Thurs Fri Sat Average
Sun
Mon
Tue
Wed
Thurs
Fri
Sat
...
9
THANK YOU
https://th.linkedin.com/in/sattrajuhm
v.sattra@hotmail.com
+66 81 7762092
E retail practice
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E retail practice

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E retail practice

  1. 1. E-retails set new record ( May – July) -8% -15% -3% -22% 236% 415% 479% -100% 0% 100% 200% 300% 400% 500% 600% (100,000.00) - 100,000.00 200,000.00 300,000.00 400,000.00 500,000.00 600,000.00 700,000.00 800,000.00 900,000.00 1,000,000.00 Jan Feb Mar Apr May Jun Jul Y 2015 Y 2016 %yoy growth Linear (Y 2016) Sell- Sell-out 23.6% Integrative Communication For best VISIBILITY Product portfolio’s refinement, Focusing on STAR product in each e-shopper segment (10% of total port) Promotion to activate favorability of STAR SKUs and overall category Reengineer the fundamental for e-retail; Drove qualified traffic and improved conversion rate SHIFTUP PRODUCT BUY X4 Times with fixed prime position + LAZADA Super brand EXCLUSIVE GIFT EXCLUSIVE PRODUCTS + NEW LISTING CONSUMER PROMOTIONMADE FOR E-RETAIL SOLUTION Key Drivers CO- COMMUNICATION
  2. 2. STRATEGIC PRIORITIES strategic plan FY’16 Integrative Communication For best VISIBILITY onsite and off-site Improve assortment , Focusing on hero product in each e-shopper segment Promotion to activate favorability of STAR SKUs and overall category Reengineer the fundamental for e- retail GROWTH DRIVERS  Identify STAR SKUs to capture high value and mass segment with extra MKT effort (focus only 10% of total port)  Adopt STAR’s related product for best buying experience and to drive growth at category level  Value adding game – Price and Premium promotion to position STAR SKUs  Penetration price of “fighting product” to penetrate MASS & recruit new users.  Accelerated impact of lead generation - push constant qualified traffic to e-rail site  Implement full-digital content to improve conversion rate  100% Participation in LAZADA central campaign  Tefal-led campaign – to own territory of cookware & SDA in LAZADA with high quality’s perception  Extra paid advertising for focused STAR SKUs Primary target : Online shopper who interested in Home appliances, home & living Secondary target: Online shoppers Think of “shopping Home appliances & Cookware online” Think of “Tefal ” at LAZADA POSITIONING IN CONSUMER MINDTARGET CUSTOMER
  3. 3. WHY STARS ? Long-lasting exposure in e-retail Drive category growth LAZADA holds over million Product ! Cut through set of product choices High visibility / better position in search Auto replenishment!
  4. 4. Data Feed Solution: “Commerce connector” solution Permanently integrate E-commerce partner channels with own website .Sharing practices Amazon (France , since 2015) 270K leads sent to all retailers Visitor in product sheet : 60% of total site Lead sent to retailer: 60% Conversion rate in retailer site: 7% (higher that ave. 50%) Integrative communication Improve assortment plan Promotion to activate favorability of STAR SKUs and overall category Reengineer the fundamental for growth Accelerated impact of “lead generation” Improve conversion by implement detailed content in product sheet
  5. 5. CONTENT IS KEY TO BOOST SALES ON PURE PLAYERS WEBSITES the right marketing content, the right product packshots, the right videos, the right layout. Integrative communication Improve assortment plan Promotion to activate favorability of STAR SKUs and overall category Reengineer the fundamental for growth Accelerated impact of “lead generation” Improve conversion by implement detailed content in product sheet *This structure is already tested by 10 respondents * Priority STARs range 1 Time A/B test for the best structure  Full-digital pack -Picture x 5 -Pictos x 4 -VDO demonstration/tutorial x 2 Require Partner to share analytic
  6. 6. GAME CHANGERS  Shopper perceived lower cost while it is actually not  Higher margin for brand  Avoid brand dilution  Other retail perceive less conflict. At least, it doesn’t show in price comparision website Consumer Perceived cost 1,150 Actual Consumer cost VALUE ADDING GAME Store widePENETRATION PRICE Retail RetailMP MP MP Low price Higher price  People either go for low-price or higher price ( Not taking competitor into consideration) Integrative communication Improve assortment plan Promotion to activate favorability of STAR SKUs and overall category Reengineer the fundamental for growth
  7. 7. Integrative communication Improve assortment plan Promotion to activate favorability of STAR SKUs and overall category Reengineer the fundamental for growth OBJECTIVE • Establish brand territory in e-retail • Integrate effort from LAZADA and GSTH to deliver bigger impact to e-shopper • Grow STAR product and category PROMISE Irresistible offers every week Co-campaign
  8. 8. - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Sun Mon Tue Wed Thurs Fri Sat Average Sun Mon Tue Wed Thurs Fri Sat Average Uplift x2.1 (Weds VS Ave.) Summary  Collaborate campaign with LAZADA , Tefal Fine Day , special deal every Wednesday outstand with uplift x2.1 , comparing to average sale of another days  Cookware & others seller benefit from campaign’s side effect, Result
  9. 9. 9 THANK YOU https://th.linkedin.com/in/sattrajuhm v.sattra@hotmail.com +66 81 7762092

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