Soren Kruse, TCPrekyba el. komercijos direktorius el. komercijos konferencijoje "E-komercija '14" skaitė pranešimą: Tarptautinė elektroninė komercija“ (anglų k.)

1. International e-Commerce

2. About me
• + 13 years experience with e-Commerce (both as
consultant and product owner)
• Before that education in retail industry
• Masters degree in International business.
• Been in charge of startups such as:
• Bygmaonline.dk (national) and LEGOwear.com
(International)
• Repositioning
– BoConcept.com and TCPrekyba
• Strategic adviser / Board member Multikoeb.dk

3. International experience
• BoConcept.com
– Global head of e-Commerce and Digital
• 55 websites
• Relaunched web platform (dynamic web to Sitecore) (1
deadline for all)
• Introduced e-Commerce on 9 markets Amongst these
(Denmark, UK, Sweden, Holland, Belgium, France,
Germany, Austria and USA

4. Lessons that I have learned
• Everyone thinks that their market is unique
• Everyone believes that special solutions are required on their markets
• e-Commerce is so simple that everyone has an opinion
• Many believes that the website is a place that we should tell more about
the company
– Fact in retail 99% of customers are there because of the products.
• Most companies has a inside - out view to the market instead of a outside
– in view
• Data is not always enough when feelings are involved

5. Biggest challenges I had
• (inside company) Not understanding the
customer journey
• Thinking offline and online is the same
• Website is treated as marketing platform
(what we want to tell the customers)
• Bad IT infrastructure – determines the online
solutions
• Wrong partners (platform)
• Wrong partners/Agencies (online marketing)

6. Charles Darwin
“It is not the strongest of he species, nor the
most intelligent, that survives…
It is the one that is most adaptable to
change”
Charles Darwin

7. What I will talk about today
• I will talk about my own experiences
• Based on my time in BoConcept

8. • As I said earlier, everyone thinks their market
is unique
• I would claim that markets are more similar
than we think – the difference is how we use
the channels

9. Source javaGroup 2012. Based on European and US research

12. Attention
Interest
Desire
Action
Forrester Research McKinsey & Co
AccentureOracle
Sales cycle changes

13. E-commerce to Multi channel retail

14. The difference is
• We use the same channels, but some markets
are more mature than others
• In the next slides I will talk about research
online. Its important to underline, we talk
about active research – active search
• Also this is limited to the furniture industry

15. Research online – purchase offline

16. Research online – purchase online

17. Devices

18. Research offline – purchase online

19. What did we do in BoConcept
• One platform – Sitecore (changed it from
Dynamic Web)
• Hosted in the SKY
• Integrated with Axapta and Product designer
• Solution the same in every market

21. E-commerce, the foundation
E-commerce platform
Delivery
orders
KPI’s
loyality
Currency
Prices
personalisering
CMS (SITECORE):
Creates the customers web experience. All userbased
functionalities are implemented in the CMS, to create
the ”personal VIP user experience”
COMMERCE:
Microsofts Commerce Server is the e-commerce
platform and the foundation which builds the
elements from e-commerce and the CMS together.

22. Optimizing

23. Some results
• When we changed platform, we realized that
we spend 90 % of our work creating content
that was seen by only 2 %
• Therefore we changed our priorities to the
products

24. One variable for each test
- Entire application
- Individual elements
Sales Optimization: A/B Test

25. Facts: Before optimization
Source: Old webpage ”Book Interior Designer” / Boconcept UK
In the period from the 9th July to
the 31st. August (a total of 54 days)
there were 32 who made an online
”Interior Design Booking”. F
Source: Google Analytics
That means there were
0.59 lead per day.
Source: Google Analytics
Customers buy an average of
2400 pounds - about half of the
leads online become a customer.
Source: Zoe Shields, BoConcept UK Year jan feb mar apr maj jun jul aug sep okt nov dec
Leads
daily
UK 2010 19 15 17 23 23 14 19 28 16 17 9 22 0,61
UK 2011 32 11 13 9 21 16 37 18 14* 0,63

26. Facts: After optimization
Source: New webpage ”Book Interior Designer” / Boconcept UK
In the period from the 9th September
to the 6th December (a total of 89 days)
there were 185 who made an online
”Interior Design Booking”.
Source: Google Analytics + email commitment
That means there were
2.08 lead per day.
Source: Google Analytics
This means annually:
559 annually leads

27. Insights and data driven decisions
Insights from
Clicktale
and
Google analytics

28. Lessons learned in BoConcept
• The world is more similar than we care to
admit
• It not about BoConcept its about the
customers
• Products are the reasons the customers visits
the website
• Lets make it simple for the customers