E-Commerce : EMMA - Solvay Business School

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A introduction course on E-commerce given during the Executive Master in Marketing & Advertising organised by Solvay Business School of Economics and the Belgian Management and Marketing Association

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E-Commerce : EMMA - Solvay Business School

  1. 1. E-Channels & E-Commerce -Impacts on your Business ? EMMA - September 2012
  2. 2. Agenda• Figures• Advantages & Challenges• Solutions• Best Practices• Trends
  3. 3. Figures
  4. 4. Ecommerce Market Source : Econsultancy
  5. 5. Why to buy online? Source : Econsultancy
  6. 6. Source : Econsultancy
  7. 7. M-commerce? Source : Econsultancy
  8. 8. Mobile sales Source : Econsultancy
  9. 9. Mobile Payments
  10. 10. Europe Source : Econsultancy
  11. 11. 93% of buyers search for product /service information before shopping Source: GroupM (10/11)
  12. 12. Online Sales Revenue vs.Total Retail Sales Revenue 10% 90% Bricks & Mortar Online Source: GroupM (10/11)
  13. 13. Online Sales is not the holy grail Source: Forrester Research Web-Influenced Retail Sales, Forecast (12/09)
  14. 14. But ...
  15. 15. 1.1  Bio  €  in  sales  were  generated  on  the  Belgian  web  in  2011 Source  :  Ogone,  2012
  16. 16. 73%of  the  revenue  is  made  from  Belgium  to  Belgium Source  :  BeCommerce  2011
  17. 17. 52%  of  Belgian  popula?on  has  already  purchased  online Source  :  Comeos,  2012
  18. 18. 41,000+  websites  allow  to  order  in  Belgium Source  :  Comeos,  2012
  19. 19. 3%  market  share  :ecommerce  vs.  retail Source  :  Comeos,  2012
  20. 20. 85  €  is  the  average  Belgian  transac?on  value Source  :  Comeos,  2012
  21. 21. 163  €    is  the  average  amount  the  Belgian  shopper  spends  online  on  a  monthly  basis Source  :  Comeos,  2012
  22. 22. Who  ? Source  :  Comeos,  2012
  23. 23. Why not ? Source : Comeos, 2011
  24. 24. Last month spending Source : Comeos, 2012
  25. 25. Average basket / sector Source : Comeos, 2012
  26. 26. Payment  method  &  Shipping Source  :  Comeos,  2012
  27. 27. Purchases Source : Comeos, 2012
  28. 28. Frequency / Volume (actual) Source : Comeos, 2012
  29. 29. Frequency / Volume (future) Source : Comeos, 2012
  30. 30. New technologies? Source : Comeos, 2012
  31. 31. Top shopping sites in Belgium
  32. 32. Advantages & Challenges
  33. 33. Advantages of ecommerce Shopper Retailer • New channel / market• Competitive Prices • Sales increase• Search tools / Info • Lower cost of sales• Home delivery • Higher margins• Shopping XP (content, video) • Large spectrum (niche / catalogue)• Legal protection • Stock flexibility• Relationship • Relationship• Immediacy (-) • Cash flow• Intimacy / Privacy • Affordable make-over / agility
  34. 34. Challenges of ecommerce Shopper Retailer • Price war• Immediate satisfaction differed • Traffic generation• Only 2 senses activated (on 5) • Legal aspects• Trust • Lost & Return• Support • Technical aspects• User Experience • Floor / Field management• Cold contact • New • Logistics
  35. 35. What’s your view ?
  36. 36. Solutions
  37. 37. Shopping Cart Software InstallNiche Catalog SaaS Google trends Review
  38. 38. Logistics GlobalSOHO LC Local
  39. 39. Full Service GlobalBrand Network Local
  40. 40. Best Practices
  41. 41. Ingredients
  42. 42. Basic toolbox
  43. 43. Holy Graal :conversion rate Source : Econsultancy
  44. 44. Cart abandonment rate Source : Converteo, 2011
  45. 45. Abandonment reasons Source : Converteo, 2011
  46. 46. Op?mizing  the  Conversion  Funnel• Cart  page• Account  iden?fica?on  &   crea?on White  Paper• Delivery  selec?on Converteo• Payment  method• Alternate  means• Measurement Source  :  Converteo,  2011
  47. 47. Simplified purchasing funnel Source : Converteo, 2011
  48. 48. Optimization keys• A strong value proposition is key• Best practices in sync with the business• Coherence along the line• Be transparent and informative• Step by step to understand granular changes• A/B split or Multi-variate testing allows objectivity Source : Converteo, 2011
  49. 49. Belgian  examples
  50. 50. Top  examples
  51. 51. Trends 51
  52. 52. Online + Offline = One Life
  53. 53. ROPO ? Source : http://www.artmail-conseil.com/
  54. 54. P&G’s  ‘virtual  wall’Source  :  McKinsey  Quarterly
  55. 55. Source  :  PSFK  Future  of  Retail
  56. 56. Source  :  PSFK  Future  of  Retail
  57. 57. Source  :  PSFK  Future  of  Retail
  58. 58. Source  :  PSFK  Future  of  Retail
  59. 59. Source  :  PSFK  Future  of  Retail
  60. 60. Source  :  PSFK  Future  of  Retail
  61. 61. Source  :  PSFK  Future  of  Retail
  62. 62. Source  :  PSFK  Future  of  Retail
  63. 63. Conclusions
  64. 64. 10  lessons  of  Carine  Moi?er1. Think  Big,  Start  Small,  Stay   6. Create  real  value,  Do  not   Focused compete  on  price2. E-­‐commerce  should  be  in  the   7. Make  sure  your  inventory  is   heart  &  soul  of  your   100%  accurate company’s  culture  &  vision 8. Centrally  locate  your  3. E-­‐commerce  business  is  not   distribu?on just  another  channel 9. Customer  service  is  an  4. E-­‐commerce  business  is  built   investment  (not  an  expense) on  repeat  customers 10.Don’t  be  secre?ve.  Don’t  5. Word-­‐of-­‐mouth  works worry  about  your  compe?tors.   Just  do  it  ! Co-­‐founder  Bivolino.com Source  :  hdp://www.slideshare.net/cmoi?er
  65. 65. Thank you dh@theafter.be

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