bpost e-commerce for publishers - UK

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This document discusses how publishers can expand into e-commerce. It notes that both retailers and content companies are increasingly moving online. Specifically, media and book publishers are entering e-commerce. For publishers, this requires rethinking their business model from B2B to attracting direct consumers and expanding product lines related to their content. The document then outlines challenges of e-commerce including product, marketing, sales, logistics and ICT. It presents bpost's solutions for delivery and returns logistics through their Shipping Manager tool to help publishers overcome these challenges and succeed with e-commerce.

Publishers and e-Commerce
How can bpost help your online business

Frank Jahn
Managing Director Europe - bpack

… and the colleagues
Let’s
take a
look
at what
retailers
do…
6

… The e-tailers move towards physical shops

Multi-
channel

… and the retailers open e-shops
7

… and the colleagues
(e)-Retailers also start
to look at your
business

CONTENT
8

… and the colleagues

And what about
content companies?

11

Luckily…

Content companies,
like media and book
publishers, are also
moving into e-commerce.

12

Media publishers
and
e-commerce:

A perfect match
13

Also
book publishers
can become

(e)-retailers
17

E-commerce?

Your business model
will have to evolve.

20

Some of the e-commerce
challenges

Product Marketing Sales Logistics

ICT

22

How, when & where

Offer your customers a wide choice of delivery options
DELIVERY PHYSICAL
AT HOME LOCKER OTHER
POINT STORE

Home Pick-up Pick up Parcel Other
delivery point in store automate

70% 33% 21% 10% 10%

25

bpack@home
The choice of 70% the consumers

10/12
/31 -
bpost
styled
prese
ntatio
26
ns -

bpack@bpost
For the consumer who’s not at home

10/12
/31 -
bpost
styled
prese
ntatio
27
ns -

bpack 24/7
For the consumer who wants to choose
where and when

28

Our partners

The Shipping Manager can be used for
any open source or self-built e-
commerce platforms …

References Shipping Manager

…and many other e-shops

34

Shipping Manager promotion

Reimbursement of up to 500€ ICT costs
for the integration of the bpack Shipping Manager in your e-shop.
Conditions available on www…..
35

we move your ideas
the partner for your e-commerce

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Jean-François Molitor, Marketing & Sales Director Small & Medium Businesses Bpost Een snelle en correcte logistieke afhandeling van online bestellingen is een beslissende factor voor de online klant. Succesvolle web shops onderscheiden zich dan ook met een excellente logistiek. Aan de hand van concrete cases toont bpost aan waarom het de logistieke partner is van succesvolle start-ups als dame DECO, maar ook aan de zijde staat van grotere retailers als maxi toys, die een succesvolle transitie hebben gemaakt naar ecommerce. Ook het project Get Your Business Online komt aan bod. bpost stelt eveneens de Shipping Manager voor. Dankzij deze webmodule, die wordt gekoppeld aan de webshop, kunnen online shoppers de aflevering personaliseren en een keuze maken uit verschillende leveringsmethodes. Bovendien zorgt de module voor meer efficiëntie voor de webshop beheerder in de afhandeling van bestellingen.

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Questions to address: how do supply chain managers keep the supply chain system flexible? What are the key concepts of lean launch and postponement? How do Burberry and Benetton make use of lean launch concepts in their business models, to gain competitive advantages? What happens if the timing of the launch is wrong? sufficiently well trained on the new product, and adequate promotion to consumers and to the trade should be ready as well. Figure 15.2 illustrates two other firms that have successfully implemented lean launch systems. FIGURE 15.2 Lean Launch: Two Examples Traditionally, computer vendors built and tested systems, then sent them to resellers who maintained inventory for a stocking period of about six to eight weeks. At the time of sale to the customer, the system is opened and modified to the customer's requirement. By contrast, Dell Computers pioneered the use of a lean launch method, employing flexible manufacturing suppliers when needed for production, based on actual customer orders; in fact, Dell maintains an inventory stock of only one day's worth of component parts. By assembling to order, there is no finished inventory in the channel to manage. Since Dell revolutionized lean launch in the computer industry, others such as Compaq and Hewlett-Packard have also moved toward a build-to-order model with the intent of minimizing finished goods inventory. an react instantly to demand by producing only the styles, colors, and sizes needed. Using computer-aided design and morit facturing (CAD/CAM) techniques, Benetton has reduced the amount of time from garment design to manufacture to less than a day: clothing designed in-house is fed into computerized garment cutting and knitting machines. Benetton also illustrates the principle of postponement in its dyeing process. Garments are knitted using un-dyed yarn, and the colors are applied only after seasonal color preferences are made available from EDI linkages. This minimizes stockouts of popular colors and also the likelihood of unsold stock of unpopular colors. Benetton also is part of a joint venture with a service forwarding and customs procedures, further reducing lead times to its foreign markets. Source: D. J. Bowersox, T. Stank, and P. Doughenty (1999). "Lean Launch: Managing Product Introduction Risk Through Response- Rased Logistics," Journul of Troduct Lreosation Matagemat 16, 557-568. .

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Understanding User Needs and Satisfying Them

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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs. In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs. Industry expert Scott Sehlhorst will: • Introduce a taxonomy for user goals with real world examples • Present the Onion Diagram, a tool for contextualizing task-level goals • Illustrate how customer journey maps capture activity-level and task-level goals • Demonstrate the best approach to selection and prioritization of user-goals to address • Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs

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Understanding User Needs and Satisfying Them

bpost e-commerce for publishers - UK

1. Publishers and e-Commerce How can bpost help your online business Frank Jahn Managing Director Europe - bpack

2. Facts & Figures 2

3. 19%

4. 13,4%

5. 25%

6. … and the colleagues Let’s take a look at what retailers do… 6

7. … The e-tailers move towards physical shops Multi- channel … and the retailers open e-shops 7

8. … and the colleagues (e)-Retailers also start to look at your business CONTENT 8

9. 9

10. 10

11. … and the colleagues And what about content companies? 11

12. Luckily… Content companies, like media and book publishers, are also moving into e-commerce. 12

13. Media publishers and e-commerce: A perfect match 13

14. 14

15. 15

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17. Also book publishers can become (e)-retailers 17

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20. E-commerce? Your business model will have to evolve. 20

21. Rethinking your business model is a significant challenge Tap into new segments: book publishers are often B2B providers and selling via resellers and retailers Think how to become a brand that attracts consumers. Expand into new product categories: selling non-content products is not a core business Think about products related to your own content or your readers’ interest. 21

22. Some of the e-commerce challenges Product Marketing Sales Logistics ICT 22

23. Our job: add value to your e-commerce

24.

25. How, when & where Offer your customers a wide choice of delivery options DELIVERY PHYSICAL AT HOME LOCKER OTHER POINT STORE Home Pick-up Pick up Parcel Other delivery point in store automate 70% 33% 21% 10% 10% 25

26. bpack@home The choice of 70% the consumers 10/12 /31 - bpost styled prese ntatio 26 ns -

27. bpack@bpost For the consumer who’s not at home 10/12 /31 - bpost styled prese ntatio 27 ns -

28. bpack 24/7 For the consumer who wants to choose where and when 28

29. Also returns… 29

30. How, when & where Offer your customers a wide choice of delivery options DELIVERY PHYSICAL AT HOME LOCKER OTHER POINT STORE Home Pick-up Pick up Parcel Other delivery point in store automate 70% 33% 21% 10% 10% 30

31. bpack Shipping Manager 31

32. 32

33. Our partners The Shipping Manager can be used for any open source or self-built e- commerce platforms …

34. References Shipping Manager …and many other e-shops 34

35. Shipping Manager promotion Reimbursement of up to 500€ ICT costs for the integration of the bpack Shipping Manager in your e-shop. Conditions available on www….. 35

36. we move your ideas the partner for your e-commerce

Editor's Notes

Message(s):Globally, tehee-commercemarketgrowson average by19% / year. [Bron: JP Morgan’s Global eCommerceRevenueforecast](http://techcrunch.com/2011/01/03/j-p-morgan-global-e-commerce-revenue-to-grow-by-19-percent-in-2011-to-680b/)
Message(s): In Europe, the average annualgrowth is 13,4% [Bron: JP Morgan’s Global eCommerceRevenueforecast]
E-commerce boost. According to a study of Boston Consulting Group, the annualgrowth is 25%. And the Internet economywillgrowfrom 2,5 % of the GNP to 4,6 % by 2015.
Pure e-commerce players are opening physical shops (Coolblue, Pixmania, Amazon). Traditional brick-and-mortar retailers are opening online shops (Torfs, Zeb, MaxiToys, ….). The retailers world is moving towards a multichannel business model in order to have a broader reach and enhance the shopping experience of their customers.Also more and morepeople search info online beforetheybuy in a shop and vice versa.
Some Anglo-Saxon online shops (Net-A-Porter) already expand towards providing content to their customers (own digital magazine about fashion).
Publishers and E-Commerce are Perfect Together . E-commerce is a big opportunity also for publishers.It started modestly by selling for instance subscriptions online. However, publishers are moving beyond selling subscriptions or even digital content.
In the US, big corporations like Hearst Media integrate e-commerce on sites such as Housebeautiful.com, one of their magazines.
In Belgium Sanoma made their first steps into e-commerce a couple of years ago. They started the Libelle Shop where they sell articles interesting for their female readers. Examples: interieur or cooking products, fashion products, children, gifts for special days like Mother day, …
De Standaard and Het Nieuwsblad also started an e-shop but the concept is different. Next to products of interest for their readers, they are very active in selling seasonal products or product related to certain actions in their newspapers, events. Both Sanoma and Corelio acre actively developing and evolving their e-commerce model so that it continues to support their media activities.
Meanwhile, book publishers start becoming also retailers.
FW Media from the US for example, is a content creator and marketer of products and services for a specific community/hobby (arts and crafts, hunting and firearms, woodworking, sports, …). They offer a diversified portfolio of books, ebooks, magazines, events, competitions, ecommerce, education, video, and more. They rethought their business model, still focusing on books, but trying to get more out of it. This resulted in launching “all-in” e-stores by hobby (interests) where consumers could find and buy content, online learning but also products.
They have 25+ e-shops and the turnover from online business is expected to become their 2nd most important source of revenue.
E-commercemeanschange of the current business model. Why do you start ane-shop:- Additional sales channel for the current business (e.g. books publisher)- New incomes (e.g. press editors)- Merchandising (tv- and radio stations)
Rethinking your business model is a challenge that sooner or later every company is confronted with.
In order to have a successful move towards e-commerce, you need to do your homework well before you launch your online business:Which type of products are you going to sell? How are they related to your current business and the interests and lifestyle of your customers?What ICT platform are you going to use and how does it integrate with the rest of your systems? Can you sell both digital and physical products? Think about the consumer experience on your webshop.How are you going to bring visitors to your website? Can you use your other communication channels to create a cross-channel communication strategy?How are you going to make sure that consumers buy more and different products from your online portfolio? What kind of sales strategy will you use?How are you going to cope with questions from your customers? What kind of customer support do you want to provide?And last but not least… How are you going to tackle all those things a publisher doesn’t normally have to think about: the warehouse, the order preparation, the delivery of the order to the consumer,...
Message(s):En tant que partenaire logistique fiable, notre métier consiste à vous permettre de vous concentrer sur votre core business : le ciblage de vos clients, la vente en ligne et la préparation de la commande. Nous nous chargeons de reste:Préparation de l’envoi des colis : Fulfilment (nous vous préparons vos emballages)Enlèvement sur place (nous organisons un enlèvement régulier de vos colis à votre meilleur convenance)Dépôt (vous déposez vos envois dans notre centre de tri à Bruxelles)Livraison des colis. Nous gérons la livraison de vos colis jusqu’au dernier kilomètre.Gestion des retours. Nous organisons le retour de vos colis.
Wemakesurethat the right order is goes to the right e-shopper. Wheatherit’s a book, bottle of wine, cookingproducts, electronicsor a heaterforyour terras!!
Uit een studie van het Vlaams Instituut voor Logistiek (VIL) uit 2011 bleek dat de Belgische e-shoppers verschillende leveringsmethodes vragen. 70 % van hen verkiest een levering thuis, maar ook het aanbieden van andere leveringsmethodes wordt gevraagd: levering op het werk, op het dichtstbijzijnde afhaalpunt of in een beveiligde pakkettenautomaat. VIL study – 1.153 respondents – Average # of methods 2,8 – Dec. 2011
We are the onlyone in the Belgiunmarket to offer 3 deliverymethods. The best mix for the e-shopper.Delivery at home Levering tijdens de week Aan huis, of op het werk, in gans België Niet thuis? 15 dagen om pakje af te halen van de naburige postkantoor of PostPunt
Pick-up points
Grootste Belgische inzamelnetwerk Europees netwerk in samenwerking met locale partners Oplossingen voor verschillende naverkoop retour behoeftenExpertise in B2C retours, groeiend in B2BTransparante en competitieve prijzen Tevreden klanten die terugkeren
The consumer wants convenience.We offer him this by providing him with the choice of where and when to have his order delivered.And to make this choice easily accessible to e-shops and consumers we created the Shipping Manager.
New tool, speciallydesignedfore-shopswho want to offer anoptimaldeliveryexperience to theircustomers: choice of where and when to receivetheir online order.
We worktogetherwithleading professional digital and e-commerceagencieswhocan help youdevelopyour online shop and makesurethatyourconsumersreceives the best deliveryexperiencethanks to bpack Shipping Manager.
bpack provides the license fee for free but we want to support yourintroductionintoe-commercebyreimburising up to 500€ of ICT costsfor the integration of the Shipping Manager. Because we knowthat building ane-shoptakessome time, we giveyou the time till 31/12/2012 to getyoure-shop up and running withanintegratedShipping Manager. The complete list of conditionsforthis promotion are availableon….

bpost e-commerce for publishers - UK

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Editor's Notes