Download - Mads Vangkilde, TOP-TOY. Shopper Marketing
![Page 1: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/1.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Effective eCommerce on mobile, tablet and desktop
![Page 2: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/2.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
2
![Page 3: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/3.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Our Core Business
3
TOP-‐TOY Group
Wholesale
Retail
![Page 4: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/4.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Our Retail Network
4
Retail turnover > EUR 400 M Approximately 3,000 retail employees
Denmark – 15 stores Sweden – 16 stores Norway – 10 stores Finland – 5 stores Iceland – 3 stores
Denmark – 95 stores Sweden – 66 stores Norway – 46 stores Finland – 22 stores
Northern Germany – 17 stores
49 TOYS”R”US stores in Denmark, Sweden, Norway, Finland and Iceland
246 BR-Toys stores in Denmark, Sweden, Norway, Finland and Northern Germany
![Page 5: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/5.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
5
![Page 6: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/6.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Pop quiz: What does the numbers reflect?
6
Source: Omniture Sitecatalyst.
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
90,00%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Percentage of visits on BR.DK via desktop (jan 2012 – mar 2013)
![Page 7: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/7.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Several screen sizes emerge
7
![Page 8: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/8.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Would you bet your money on 3 fixed sizes?
8
![Page 9: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/9.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
9
![Page 10: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/10.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Some more stats: Development in traffic
10
Source: Omniture Sitecatalyst.
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
120,00%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Gaming Console
Media Player
Mobile Phone
Tablet
Desktop
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
120,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Gaming Console
Media Player
Mobile Phone
Tablet
Desktop
BR.DK VS
TOYSRUS.DK
![Page 11: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/11.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Orders: same development, different scale
11
Source: Omniture Sitecatalyst.
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
120,00%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Gaming Console
Media Player
Mobile Phone
Tablet
Desktop
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
120,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Gaming Console
Media Player
Mobile Phone
Tablet
Desktop
BR.DK VS
TOYSRUS.DK
![Page 12: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/12.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Same, same – but still different
12
Source: Omniture Sitecatalyst.
0,00%
20,00%
40,00%
60,00%
80,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Desktop
Tablet
Mobile Phone
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Desktop
Tablet
Mobile Phone
Traffic
Orders
![Page 13: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/13.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Pop quiz: What do you see?
13
Source: Omniture Sitecatalyst.
65,00%
70,00%
75,00%
80,00%
85,00%
90,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
TRU
BR
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
TRU
BR
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
TRU
BR
A non-‐responsive site performing as well as a responsive one…
Or??
![Page 14: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/14.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
14
![Page 15: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/15.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
What’s different?
15
![Page 16: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/16.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Going the extra mile: TOYSRUS responsive
• Touch – Giving more to those who have more. • Responsive+ (height + width) • Tilt – look at the iPad/iPhone • GPS integration with store-locator • Exibitionists… we hide nothing
16
![Page 17: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/17.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
What’s different – perhaps perception??
17
![Page 18: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/18.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
18
![Page 19: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/19.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Perception of our customers and consumers
• Brand perception – Inspiration, information
and possible purchase – Inherrent from brand
• Usage situations – Build wishlists – Purchase – Find stores – Find inspiration
• Who does what – Child vs. Parent – Mother vs. Father – Uncle vs. Family – Grandparent vs. Aunt
19
![Page 20: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/20.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
How to handle uncertainty
20
• Don’t guess – explore!
![Page 21: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/21.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
How to handle uncertainty
21
• Don’t guess – explore!
• Reduce uncertainty.
![Page 22: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/22.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
How to handle uncertainty
22
• Don’t guess – explore!
• Reduce uncertainty.
• Look at the stats
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
Jan 2012
Feb 2012
Mar 2012
Apr 2012
May 2012
Jun 2012
Jul 2012
Aug 2012
Sep 2012
Oct 2012
Desktop
Mobile
Double in mobile trafic – in 6 months!
![Page 23: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/23.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
How to handle uncertainty
23
• Don’t guess – explore!
• Reduce uncertainty.
• Look at the stats
• Try, try, try
![Page 24: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/24.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Resources – howtogetmo.dk (Google)
24
![Page 25: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/25.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
What’s next?
25
• Tieing together the experience – Customer focused – Channel integrated – Data driven • Trial AND error – Nobody gets it right the first
time – Nobody is ever done…
![Page 26: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/26.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Visit us!
26
• www.br.dk • www.br-leksaker.se • www.br.no • www.br-lelut.fi • www.br-spielwaren.de
• www.toysrus.dk • www.toysrus.se • www.toysrus.no • www.toysrus.fi • www.toysrus.is
![Page 27: Mads Vangkilde, TOP-TOY. Shopper Marketing](https://reader030.vdocuments.us/reader030/viewer/2022020217/556178c1d8b42a72118b5005/html5/thumbnails/27.jpg)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Your Questions
27