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Artevelde 20 11

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Artevelde 20 11

  1. 1. E-commerce &MultichannelNovember 20thSprekersdag Artevelde Hogeschool
  2. 2. “ Why do you need an E- shop ?
  3. 3. “ Don’t be afraid … “
  4. 4. “ Watch out ! An E-shop is a mentality switch in your oprganisation “
  5. 5. Need an E-shop ?Things you should think of …  A Brand  Team & Strategy  A Platform  marketing mix  Data & optimization
  6. 6. 1. A Brand
  7. 7. 3Suisses – St.-Brice ? 2 E-commerce sectors : Fashion and home 3 Suisses / Blancheporte / Becquet / Venca / 3 Pagen / Magnet / Vitrine magique / Helline / Witt International Office products Bruneau / Otto Office / PickinPack / Orga System 4 Service sectors : Digital-centric image processing Delivery Naos / Quais de lImage Mondial Relay Customer relationship Financial services Mezzo Contentia / Direxi / COFIDIS Participations Group*
  8. 8. 4 Belgian Brands
  9. 9. Market & Research- Market Analytics- Tools
  10. 10. Market & Research www.consumerbarometer.com
  11. 11. Belgian Competition- Unigro holds Belgian Market position (+4% 2012)- unique proposition + consolidated market segment
  12. 12. Unigro Business
  13. 13. - °1948 Belgian pioneer in Mail Order- Since 1988 part of 3SUISSES INTERNATIONAL- 2005 start Webshop- Products : Furniture/Deco/Image/Sound/ …- SalesChanels : Catalogue, Telephone, Webshop- Internet activity grows | >42% April 2012- 80% Credit | 90% Free Gift
  14. 14. What are we selling ? almost EVERYTHING NO food, clothes
  15. 15. Unigro | Vision « Our clients choose Unigro because we care for an extended Life comfort, by offering responsable credit facilities on a large choice of products & services»
  16. 16. Web | 2011 vs. 2012- Strong Quantative evolutions- Site interaction problem due to Affiliation Program
  17. 17. KPI Web | Photo 2012- Difficult year 2012 #market- Biggest Goal Q4 2012 : CN1 + conversion%
  18. 18. Questions#Shop or not to shop
  19. 19. 2. Team & Strategy
  20. 20. Questions#Music & marketing
  21. 21. Online Strategy Business Intelligence
  22. 22. “Web Analytics drives OnlineMarketing, like aconductor leads his orchestra.
  23. 23. My Job Today#Could be yours offcourse …
  24. 24. essential E-dynamicsPROMOPROMO Planification Planification Evaluation Shop Shop Marketing Marketing E-commerce E-commerce CMS CMS management management online online Systems Systems Control & Monitoring Control & Monitoring
  25. 25. Faces, Jobs or TODO’s ? DEFINE Processes + Workload to calculate VTE
  26. 26. • Most important Ax : 53% Weight• 3 Top Priors : Testing – Site Animation – Strategy• All recurrent tasks (no projects 2013)
  27. 27. • Weight is 17%• 3 Top Priors : Affiliate – Emailmarketing – Mediaplan• 3 projects 2013 : Adwords campaign management SEO Social Media Actionplan
  28. 28. • Weight is 30%• 3 Top Priors : Development – HTML – Project Management• 2 projects 2013 : New Features (Knowlegde Sharing CMS + Neuland)
  29. 29. OrganisationConclusions by TIME & Resources Total Activity 2013 = 1373 days Av. Working days/FTE = 220 6.24 Webteam members needed (wanted :-)) Weight of 3 OsEcom Axes : Shopmanagement 53% Traffic 17% Technics 30%
  30. 30. Multichannel ? Catalogue Catalogue Shop Shop E-commerce E-commerce Call Center Call Center (DM) (DM) Logistics Logistics
  31. 31. Multi Channel Team E-Commerce E-Commerce Assistante Manager Manager (KDP) Resp. CRM & Webshop Webshop Resp. Organisation &Campagneplan manager manager Communication Planning (PM) (FC) (FC) (LG) (KDP) CRM- & Resp. Maquettistes Webmaster Webmaster Marketing analyste Conception visuelle (KE, AVDB, LM, (MC) (MC) (KV) (WB) ND, MB, EDR) Assistante CRM & Resp. Contenu Traffic Manager Traffic Manager Copy Campagneplan rédactionnel (GS) (GS) (SO,SC,NR,YM/ADM) (ZC) (SV) Resp. Assistante Developer Developer Resp. Production Cadeau Production (GS) (GS) (CDP) (KJ) (CVG) Resp. Multimedia content (KVC)
  32. 32. Questions#Multichannel
  33. 33. 3. A Platform
  34. 34. “Every Business and target group needs his own platform …
  35. 35. Old Platform • Purchase = Driver • Web is an ‘extension’ of the catalogue • Paper is nr. one ! MF Purchase Purchase PROMO PROMO
  36. 36. New Platform !• ShopManagement = Driver• Purchase leads• Communication = Production• Flexibility• E-Merchandising tempo rules !• WEBteam Validates & Publishes OsEcom MF Purchase Purchase PROMO PROMO
  37. 37. “ Don’t forget Wireframes and designs … Yourclient is the most important !
  38. 38. Old Site | 02_2012 • Diffuse • no Fixation point • multi messaging • no colour accents • weak …
  39. 39. Optimizations#06-2012  Fixations/Heatpoints on most important CTA’s  colour rankings to stress most important message  less is more …  Size matters …
  40. 40. Prototype testing#07-2012 A b
  41. 41. V
  42. 42. Heatmaps …#usability rules1. Quickwin adaptations on existing site (EOS)2. NEW PROJECT : #newweb2012 • New site layout • New Wireframes & Prototype • Evangelisation graphic (PROMO) team … • Test the New Site Designs without visit !!! (LIVE January 7th 2013)
  43. 43. #Newweb2012
  44. 44. - Started 04_2012- new Wireframes- New Design- New Platform- New Workflows- New Organogram …LIVE January 7th 2013
  45. 45. 4. Marketing Mix
  46. 46. Marketing = AIDA
  47. 47. Things TODO …
  48. 48. Mediamix
  49. 49. Google Analytics PasportAv. per month Exclude Medium-Aff
  50. 50. Optimise Affiliate 09_2012 - optimise on CTS - STOP low quality partners - Watch out for Cookies ! - incentive 4 partners - Email marketeers rule ! - Budget shift to SEA
  51. 51. 5. Data & optimization
  52. 52. Questions#Web Analytics
  53. 53. Web Analytics
  54. 54. Web Analytics Tool (s)
  55. 55. “ Measure & Optimize your Business with Key Performance Indicators
  56. 56. A KPI Model #KPI leads to Goal | evaluation parameter• Market (reach, competition, benchmarks, trends, ...)• Attraction (#UV, lead generation, channels, …)• Retention (pv/V, tos, bounce rate)• Behaviour (top content, relevancy)• Loyalty (returning prospects & clients)• Conversion (subscriptions, contacts, Sales, …)
  57. 57. Analyse & optimise#evaluation parameters • KPI dashboard + down drills • best practices • Business intelligence • Performance Monitoring • Coaching & training • Continuous development • Marketing adjustments
  58. 58. “ If you do all above, You’ll be very tired … But Oh so satisfied
  59. 59. Questions ?
  60. 60. Conlusions #take away• 1. Marketing is not a Job, it’s a passion• 2. Let data lead you• 3. The force will be with you, if you dare …• 4. Most crucial part of E-commerce is your team• 5. Be inspired !
  61. 61. Thank you ! & Good Luck !info@stevedeveirman.be @stevedv

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