4. 4
• Distant selling B2C
• Delivery to 19 European
markets
• 100% privately owned
• Per season assortment of
4.000 articles of Dutch
origin
• 3,4 million orders per year
• Turnover € 120 million
annually (incl. VAT),
95% generated outside NL
Introducing Bakker
5. 5
150 million bulbs annually
• Distant selling B2C
• Delivery to 19 European
markets
• 100% privately owned
• Per season assortment of
4.000 articles of Dutch
origin
• 3,4 million orders per year
• Turnover € 120 million
annually (incl. VAT),
95% generated outside NL
Introducing Bakker
6. Introducing Bakker
• Distant selling B2C
• Delivery to 19 European
markets
• 100% privately owned
• Per season assortment of
4.000 articles of Dutch
origin
• 3,4 million orders per year
• Turnover € 120 million
annually (incl. VAT),
95% generated outside NL
6
Sales
11. Mission
It is our mission:
“To bring more green
into more peoples
lives…
…so we provide
everything to enjoy
gardening…
…because gardening
makes confident
and proud.”
11
13. Positioning pyramid
Advice &
inspiration
Brand promise
Proof points
Base
The joy of growing your own
Gardening gives true satisfaction and
pride
At Bakker.com you can buy anything
you need for joyful gardening
We help and inspire you to make
gardening a fulfilling experience
We inspire you to active gardening
Bakker makes it easy and joyful
19. Key insights: gardening is hot!
• Urban gardening
• Vertical gardens
• Grow your own
• Eco trend
• Zen gardens
• Green education
19
20. Key insights: real need for gardening advise
• Gardening know-
how is rapidly
diminishing over
generations
• The need for
(online) gardening
advice is
dramatically
growing
20
21. Key insights: inspiration
• The desire to be
inspired is even
larger
• Your garden as
extension of
your personal
identity
21
22. Sales through innovation; exclusives
• Bakker bought
the whole crop
from growers
• These items can
only be bought
at Bakker.com
22
23. Sales through innovation; product development
• Solution for
garden novices
• Easy to use;
100% guarantee
• Gardening made
fun
23
24. Sales through innovation; product development
• Offering garden
solutions
• Fitting individual
needs
• With room for
personal
adaptations
24
25. Invest in content for relevance
Bakker starts the customer
journey through inspiration
and advice:
• 800 category pages
• 300 editorials on
gardening
• One-minute video’s to
share; the garden hacks
• M2 garden video’s
• Garden expert instruction
video’s
• Inspiration video’s
• Online garden course
with 24 monthly lessons
25
27. A new platform was needed for:
product, inspiration and advice
27
Criteria for selecting new e-commerce platform
Fast international roll out (20 markets!)
Focus on Customer Experience & Conversion
Ease of use for e-commerce team; content marketing
Mobile adaptable (four versions)
Technical performance: fast & stable, even at high load
29. Search & merchandising tool: optimizing CRO
29
• Cross and upsell
• Creating relevancy
• Automatically adapting product
suggestions to actual sales
volume per country
• 285 campaigns per market
• Created 6.500 positions for
sales & customer driven
optimization
30. Mobile adaptable
• Uploaded 9.500
(19 x 500) content
articles in new site
structure
• 40% of
Bakker.com
newsletters is
opened on mobile
30
31. Learnings for growth
• Average number of
products bought increased
from 2.5 to 3
• AOV increased
• Average time spent per
page significantly
increased (engagement)
• Conversion increased
• Warning: no transition plan
implemented facing huge
drop in SEO results
• Warning: check external
link building
Use expertise for SEO
31
33. Using Facebook as online acquisition channel
Objective test case:
1. Test if Facebook Advertising could generate profitable new customers in Europe.
2. Gain insights regarding social media behavior in the garden category in the
various countries within various audiences with various messages.
Campaign set up via Social Lab (Ogilvy):
• We launched a Conversion Pixel campaign via Facebook.
• We created 24 posts in total to find out what products would sell best.
• Test results plus Google Analytics gave estimated conversion figures.
• We ran Link Click ads in eight countries for approx. six weeks.
35. Creatives
35
Each post had several copy versions (tone of voice), and various croppings
In total, there were 24 posts per country
36. Results: best performing posts
36
• Big differences in CPC and CPA
• Best performing content varies per country
37. Best performing creatives
37
Cost per Click*/**
€ 0,55
€ 0,72
€ 0,77
€ 0,78
€ 0,91
CPC= € 0,49 CPC= € 0,50 CPC= € 0,57
Example: Germany
Creatives from low to high CPC
• In Germany the Black Lily performed best. The CPC of
this ad is 65% lower than from the worst performing ad.
• Close-up imagery led to a significant lower CPC.
• Exclusivity & scarcity worked better than % discount.
38. Conclusions Social Advertising
1. We saw a profitable business case for multiple countries. Facebook can be a great
addition to our online performance media.
2. There are large variations between the countries regarding CPC and CPA especially
when you zoom in on copy and visuals (close shots vs. wider shots)
3. There are also variations between target audiences. Sometimes the best performing
audiences were completely new audiences for bakker.com (POI)
4. As a result we can’t execute an one-size-fits-all strategy for Europe.
Segmentation is key for success. For every country, for every target audience we
need specific visuals and copy to get the optimal result.
Overall conclusion: segmentation is key for success in cross-
border social media advertising
. 38
Nederland maar 5% van de totale omzet
Shipping 150 million bulbs annually
Database van 11 miljoen adressen
11 local sales offices
Nederland maar 5% van de totale omzet
Shipping 150 million bulbs annually
Database van 11 miljoen adressen
Nederland maar 5% van de totale omzet
Shipping 150 million bulbs annually
Database van 11 miljoen adressen
Reliable /Sustainable:
being loyal to customers
keeps promises
environmental responsible
Dutch Garden Experts:
fresh: direct route from grower to your garden 70 years of experience
Dutch quality products
24 lessons gardening course
Trusted & New products:
discovers new green products and growing solutions
excellent variety of evergreens
The Netherlands, UK, Switzerland, Austria, Germany, France, Belgium and Sweden
As a follow up we also would like to test what’s the most effective targeting model:
A broad targeting model based on low CPM but probably lower CTR vs. a targeted model with a higher CPM but also a higher CTR
