An authentic brand in the world of e-commerce A story about e-commerce for Biscuiterie Jules Destrooper. How we, as an authentic brand try to keep up with a fast changing e-commerce world. The pitfalls we faced on the road and the challenges we’ll face in the future.

1. @DestrooperJules
@KjellDursin

2. •
Bakkery since 1886
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Family enterprise (4th generation)
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Awards
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Purveyor to the Belgian Royal Household
JULES DESTROOPER Colonial Spice Merchant
@DestrooperJules www.destrooper.be shop.destrooper.com

3. •
Regional product of Lo
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Export to 75 countries
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First cookies almond thin
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Butter crisp “Lukke” best known product
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Simple products with real ingredients: flour-sugar-butter-eggs
@DestrooperJules www.destrooper.be shop.destrooper.com

4. Why e-commerce?
@DestrooperJules www.destrooper.be shop.destrooper.com

5. 2004: And so it began
Situation 2004: E commerce is still taking baby steps in Belgium (Especially in the FMCG) Jules Destrooper needed a new website We had/have a hard time to be modern authentic
@DestrooperJules www.destrooper.be shop.destrooper.com

7. 2004: And so it began
How we played it: 3d party eshop: - A global story - Mainly gifting and a bit B2B - Roughly the same range every year Why 3d party?
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We had no knowhow
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Limited input necessary
@DestrooperJules www.destrooper.be shop.destrooper.com

8. 2004-2014: A decade of status quo
Sales started to soar in 2005… (Mainly US sales) And declined as of 2011. We still had the same shop, but it wasn’t the same world
We were the analogue factor in a digital world
@DestrooperJules www.destrooper.be shop.destrooper.com

9. 2014: Adapting to a new world
First we started the year with a review of our online marketing
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Social Media What channels to use and which content to spread?
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Website Is our website still current in technology and content?
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Webshop Do we sell what our customers are asking?
@DestrooperJules www.destrooper.be shop.destrooper.com

10. 2014: Adapting to a new world
Secondly we looked at the market
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Ecommerce is on the rise 55% of the internet users has purchased something online at least once. (Source: E-commerce business barometer 2014, GFK/UBA)
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Mostly e-shops in neighbouring countries In 2012 good for more than 61% of European e-commerce turnover. (Source: E-commerce rapport 2014, Wijs)
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Trend in food & foodpairing People want to give something special when they have guests. (Source: Jules Destrooper 2013)
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Mobile responsive is the new standard In Flanders alone 41,4% has a tablet and 47,6% has a smartphone. (Source: Digimeter 2013, iMinds)
@DestrooperJules www.destrooper.be shop.destrooper.com

11. Why E-commerce in 2014?
Our competition is also investing in this: Bahlsen, Kambly and Walkers Non FMCG paved the way for other e-commerce products. (Source: E-commerce business barometer 2014, GFK/UBA) A real extra channel for our consumers. Giving our customers what they want: a place where you can find al our cookies (pushed by our foodpairing recipes). Building a dynamic channel where we ourselves can play with dynamic content and promotions.
@DestrooperJules www.destrooper.be shop.destrooper.com

12. The steps in our journey
- Logistics and Handeling Visitor centre or partner - Financial Which partner should we work with - Marketing/sales Which products and how to sell them
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Legal New ecom laws and Food Information to Consumer
@DestrooperJules www.destrooper.be shop.destrooper.com

14. Our new shop
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Only Benelux orders/delivery Delivery cost in BENELUX is €4,5 Free delivery from €25 Free cost return
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Gifting & Creative in the kitchen - Partly mobile (to tablet level) Went live on 27/11 Testcase untill the 16/02 then: Analysis – Conclusion - Adaptation
@DestrooperJules www.destrooper.be shop.destrooper.com

15. JULESESHOP -10%
Launchcode:

16. Thanks for listening
Kjell Dursin
Marketing
Jules Destrooper
Kjell.dursin@destrooper.be
@KjellDursin
@DestrooperJules www.destrooper.be shop.destrooper.com