Download - eFood project alfonsogadea
jun 2012 by
eFood project
www.alfonsogadea.es
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eCommerce, the industry at a glance
B2C eCommerce volume grew from €7,760 in 2009 to € 9,114 million in 2010, experiencing an increase of 17.4% (vs. 15.9% in 2009), based on a triple factor:
► The total percentage of Internet users rose in 2010 1.1 p.p., from 64% in 2009 to 65.1%.
► The number of Internet purchasers rose by 5.8%, from 10.4 million to 11 million individuals (from 41.5% upon Internet users to 43.1%).
► Average annual expenditure per Internet purchaser from €749 to €831 (+10.9% increase), being the main origin of the growth.
Volume of B2C electronic commerce (million €)
Evolution of number of internet users and purchases
Source: Red.es, ONTSI, Nov 2011 (data 2010, carried out by TNS)
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eCommerce Market assessment
Q3 2011 in Spain– eCommerce volume grew 27.4% up to €2,418 millions, including purchases out of Spain and foreign
purchases in Spain.– National volume reached €1,053 millions representing an increase of 27%, and a total € 3,662 in the
last 12 months.– This volume corresponds to 12.88 million transactions (+27.4%), 48.5 millions in the last twelve
months.
Quarterly eCommerce volume evolution and interanual increase
Source: Comisión del Mercado de Telecomunicaciones (only paid by credit card included, not PayPal or bank
transfers).
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eCommerce Market assessment
Source: Comisión del Mercado de Telecomunicaciones (only paid by credit card included, not PayPal or bank
transfers).
eCommerce distribution by industry
Supermarkets and grocery shops
Other food commerce
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Role of the Internet in the purchase process
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Food online purchase at a glance
70% se conecta a diario
amas/os de casa digitales (<50años)8M
email, comparar, noticias
eninternet2,8h/día
co
mp
ran
bu
sc
an 37%
25%
21%
17%
14%
Viajes
Entradas
Ropa
FMCG
Libros/Cd
La compra @nline
65%
49%
44%
Infor-mación
Promos
Compararprecios
Mercadona.comCondisline.es
Alimerkaonline.esGadisline.es
…
Elcorteingles.esCarrefour.es
Eroski.esCapraboacasa.com
Alcampo.esHipercor.es…
Tudespensa.comHiperdirect.esUlabox.com
Alice.es… (Amazon.uk)
con
tiendafísica
sin
5.000 >5.000surtido online (SKUs)
tradicional
canal online
pure online
comparador
Infografía: AlfonsoGadea.esDatos: Nielsen
Info
Promos
Precios
Viajes
Entradas
Ropa
FMCG
Libros/Cd
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Mercadona.com
Condisline.es
Alimerkaonline.es
Gadisline.es
…
Elcorteingles.es
Carrefour.es
Eroski.es
Capraboacasa.com
Alcampo.es
Hipercor.es
Tudespensa.com
Hiperdirect.es
Ulabox.com
Alice.com
(Amazon.es)
Current market players
Analysis of online players in the food market
Spain
With physical
store
Without physical
store
Less than 5.000 SKUs online
More than 5.000 SKUs online
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8.000.000 Digital housewifes (<50 years)
The target in Spain
What they want: 65% Information, 59% promotion, 44% compere price
They buy: 37% travels, 25% tickets, 21% clothes,17% mass market , 14% books/CD
They spend 2,8 hours everyday on-line(1st email, 2nd comparing, 3rd news)
70% connects everyday
Source: Nielsen
9
Portelacafes.pt
Quenteebom.com
…
Elcorteingles.pt
Continente.pt
Jumbo.pt
Pingodoce.pt
Superbio.pt
Airport-shopping.eu
Gourmetportugal.pt
…
-
Current market players
Analysis of online players in the food market
Portugal
With physical
store
Without physical
store
Less than 5.000 SKUs online
More than 5.000 SKUs online
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35% have a social network profile
The target in Portugal
40% of the online stores increased over 20% in sales volume during 2011
58% households with access to internet
10% shops online
60% connects everyday
Source: INE, Marktest
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Opportunity assessment
Should we be there
High fixed costs: -technolgy, operations.
-customer acquisition
Customer habits:-retail dependent
-wide assortment
-20-40% private labels
- 24/7 global flagship store.
- Wide assortment and easy search.
- Excellence in service, operations and customer service.
- Volume and desintermediation: lower costs and prices, higher margin.
- Customized product or gift.
- Discount is worth for mensual purchase amount (+€25).
- Partnership & Multiplatform.
- Couponing: traffic to retailer or other platform.
- Branding and research.
- Prepared for outcoming trends:• S/F/M-commerce, purchase clubs.
• RoPo, droppoints, showrooms.
• Searchers, comparators, opinion.
Hard
to be
eComm
musts
Ways
to be
Additional
features
Overall: we shoud be where the consumer is and expects to find us
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Opportunity assessment
Ways to be there: Our own store– Customer looks for just 1 or 2 purchase places:
= x sites x carts x checkouts x expenses x deliveries
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Opportunity assessment
Ways to be there: Our own store– We give them something special and different from the retailer:
– It is valuable as an additional feature.– Disadvantage: aimed to occasional gifts not to regular purchase / consum.
diseloconchocolate.es
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Opportunity assessment
Ways to be there: Our own store
Snack mensual purchase
targetTeens & Youth
No ePurchase
Planned? Planned?
Families
CouponsBrandingResearch
Worth it
NO(impulse)
Traffic toretail
%NO
€ purchase-% discount+ € delivery
%YES
NO
ROIYES
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Reasons to be on-line
Marketing activities at low cost
Loss of sales
Brand image
Channel for client acquisition
Any action comunication using your own database of registered users has a very low cost. Por example distribution of promotions on-line with a newsletter attached to users.
Strategies from all ensigns is to be multichannel so they can attend to the customer when he needs it. Internet, nowadays , it´s a necesity.
An established brand and lider in his geography has to attend the on-line channel, otherwise it goes against the trademark.
Being in the internet permits register and capture new clients without doing large advertising investments.
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Why to buy on-line? Relevant factorsPrice/promotions, offersComfortFacility to buyWider choice and rangeOnly available waySpeed of supplyBy recommendationTo tryOtherDon´t know
Source: Red.es Observatory
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Elements of an eCommerce solution
Technology
Logistics
• Design and construction of the site• Facebook Store• Content management• Payment methods
• Storage, picking and packing• Commitment and quality certificates• Customer support• Control of batchs
Marketing• Reports and analytics• Couponing• Sampling: Try & Buy
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Social commerceSocial commerce is on everybody’s minds and on the minds of most marketers in
particular.
• What differences social commerce from online stores?
• Why to offer a social benefit to the customer?
Social commerce can be much more. As with their traditional online stores, e-retailers need to understand their customer´s needs, and they need to be open to experimenting with social channels to make it work for them.
Because without it, there is no reason to buy with social network over a traditional online store
There is a clear link between the customer experience and business success.
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Success Purchase Funnel
Ventas = Visitas x % conversión x pedido medio
• Visitas – posicionar: elevada inversión en SEM (Google Adwords, Adsense, display
luchando contra su algoritmo que trata de igualar coste de adquisición a margen) y SEO.
– captar: marketing, affiliate mk, comparadores, multiplataforma, emailing, social media, content mk (inbound).
• Conversión (experiencia de compra): – buscador (30% abandona porque no encuentra), – fichas de producto (muy visual), carrito (sólo llega el 20%), – forma de pago (65% tarjeta, 12% PayPal, 10% c/ reembolso, 5% transferencia;
futuro móvil y créditos FB, Apple…).• Pedido: aumentar el importe mediante cross / up selling, paquetes.• Operaciones: externa (80%) vs interna (inversión, control, implantación,
integración, flexibilidad, atención).• Repetición: social media, operaciones, atención, CRM.
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Online purchase journey
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Conversion
Nacho Carnés
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Conversion
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Conversion
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Case study: Carritus
La compra en
170k us. registrados
visitas únicas/mes650k
de 28 a 52 años
mujeres68%
productos/cesta
ticket medio114€ 39
los más comprados > azúcar > leche semidesnatada > papel higiénico > huevos > arroz redondo > caldo de pollo > papel de cocina > cola lata _
dom lun mar mié jue vie sábD L M X J V S
Infografía: AlfonsoGadea.esDatos: Carritus
http://www.alfonsogadea.es/carritus-revoluciona-la-compra-jesus-haro-ceo-i/
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Case Study: Alice
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Case Study: FB Store - Venca
Tw es más efectivo en llevar tráfico al
site en linksde producto, frente a
FBTw es una importante
plataforma de dinamización
La generación de contenido debe estar ligada al conocimiento de cuál es elproducto y presentación que consigue más conversión
La vinculación con losseguidores incrementa la
conversión