e-commerce berlin expo - tomasz mazur - danone
TRANSCRIPT
MULTICHANNEL VS. PRODUCER S01E01- BASICSTomasz Mazur E-Retail Manager Danone
HOW DEEP WE CAN GO?1I HEARD THAT ECOMMERCE IS CURRENTLY SEXIEST TREND? BDW. IS IT FINALLY YEAR OF MOBILE?
2I HAVE ECOMMERCE IN MY ANNUAL GOALS – WHICH AGENCIES SUPPORT THIS?
3ECOMMERCE IS COMPANY PRIORITY FOR NEXT YEAR – TIME TO GET TO WORK!
4WE HAVE COHERENT BUSINESS SOLUTIONS FOR ECOMMERCE. COMPETITORS COPY FROM US.
LET’S TALK!1. IS E-GROCERIE UNDERWIEGHTED?2. COLD WAR HAS ENDED, SO WHY BUILDING SILOS THAN?3. BASICS IN COOPERATION BEETWIEN MULTICHANNEL
CHAIN AND PRODUCERS.4. QUO VADIS ECOMMERCE?
RETAIL SALES 2014 POLAND (mld pln)
Source: PMR
540
ONLINE FOODTOTAL RETAIL(FOOD + NON FOOD)
27
ONLINE RETAIL(FOOD + NON FOOD)
0,57
.
RETAIL SALES 2019 POLAND (mld pln)
Source: PMR
708
ONLINE FOODTOTAL RETAIL(FOOD + NON FOOD)
55
ONLINE RETAIL(FOOD + NON FOOD)
1,7.
SO, WHY?
DO IT NOWLEAVE COMPETITORS
BEHIND
BE FIRSTNO STANDARDS
=IMPLEMENT YOURS
BE BETTERLOWER COSTS OF
GETTING KNOW HOW
Icons by: Cris Dobbins, Juan Pablo Bravo, Thomas Ucbe from The Noun Project
BTW. ROPO GROCERY 32% OF ALL GROCERIE PURCHASES ARE DRIVEN BY ONLINE
Source: WWW.THECUSTOMERBAROMETER.COM
BTW. ROPO GROCERYONLINE INFLUANCE WILL CONVERT MAINLY IN OFFLINE CHANNEL
Source: WWW.THECUSTOMERBAROMETER.COM
BTW. ROPO GROCERYBRAND COMMUNICATAION CAN BE MORE EFFECTIVE AT RETAILERS TOUCHPOINTS
Source: WWW.THECUSTOMERBAROMETER.COM
We, You, They.
ECOMMERCE IN SILO WORLD…
… OR COHERNT BUSINESS ELEMENT?
ECOMMERCE AT PRODUCER
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NO-ONE IS REPONSIBLE
ADDITIONAL TASK FOR KAM
DEDICATED HEADCOUNT
DEDICATED TEAM
ECOMMERCE IN EVERY PART OF
BUSINESS
LEVELS OF ECOMMERCE IMPLEMENTATION
Online Shops Offline retail
Building ROI on digital marketing due to linking with purchase opportunity.
Development of coperation with Brick&Click clients.
Ecommerce environment
Social Media
Display
SEO
SEM
WWW
Blogs
PortalsVortals
Price comparisons
Content satellites
`
SO… WHERE WE AT?
PRODUCT CONTENT LISTINGS OUT OF STOCK
ACTIVATIONS DATA CATEGORY GROWTH
S01E01 - BASICS
PRODUCT CONTENTPRODUCER IS ALWAYS RESPONSOBLIE FOR EFFECTIVE PRODUCT CONTENT DISTRIBUTION PUT EAN CODES IN PACKSHOT FILES NAMEYOU NEED INTERNAL PROCESS AND ONE MAN FOR FEEDING BRANDBANK AND OTHER CONTENT DATABASES
Offline Online
PRODUCT CONTENT
DON’T
PRODUCT CONTENTDO
LISTINGSLET KNOW ECOMMERCE TEAM ABOUT LISTING NEW PRODUCTTO LIST PRODUCT ONLINE PROVIDE ALL NEEDED DATA AND CONTENT IN REQUESTED FORMWITHOUT PRODUCT CONTENT THERE IS NO LISTING ONLINE
OnlineOffline
OUT OF STOCK PROVIDE TOOLS AND SET ECOMMERCE GOALS FOR FIELD TEAM SET LIFO FOR PURE PLAYERS AND SHADOW WAREHOUSES MEASURE OOS WITH AVALIBLE TOOLS AND PROIVDE REASULTS TO FIELD TEAM AND KAM
OnlineOffline
ACTIVATIONSALWAYS ASK FOR SALES & WEB DATA AFTER ACTIVATIONSUSE ECOMMERCE AND ONLINE CHANNEL FOR EXTENSIVE MKT. COMMUNICATION
Offline Online
KNOW HOW MAKE LOT OF TEST AND EVALUATE IT WITH AS MUTCH DATA AS YOU CAN GETWITHIN BOTH CHAIN AND PRODUCER PARTNESHIP DEVELOP COMMON SHOPPER KNOWLADGE
DATA SURVEYS
PURCHASE BARIERSBARIERS FOR CHANNEL, CATEGORY, BRAND, SKU
CATEGORY DEVELOPMENTCATEGORY CAN BE DEVELOPED BY EDUCATION, NOT ONLY WITH ICONIASATION
CONTENT RECEPIE PURCHASE
CATEGORY DEVELOPMENTCATEGORY CAN BE DEVELOPED BY TOOLS WITH ADED VALUE AS WELL
TIPS & TRICKS
• EAN CODES IN PACKSHOTS FILE NAMES• BRANDBANK FEEDING PROCESS• DEDICATED PERSON IN MAREKTING DEP.
PRODUCT CONTENT
• LET KNOW ECOMMERCE TEAM ABOUT NEW PRODUCT
• PROVIDE ALL NEEDED DATA AND CONTENT IN REQUESTED FORM
• PROVIDE TOOLS AND SET ECOMMERCE GOALS FOR FIELD TEAM
LISTINGS & OOS
• ALWAYS ASK FOR SALES & WEB DATA AFTER ACTIVATIONS
• USE ECOMMERCE AND ONLINE SPACE FOR EXTENSIVE MKT. COMMUNICATION
ACTIVATIONS
• USE ECOMMERCE TO MAKE CATEGORY AND BARIERS TESTS
• CAT. MAN. LISTING RECO FOR ECOMMERCE
BARRIERS & CAT. DEV.
NEW IDEA, TREND ON THE
MARKET
FIRST CASE BUT FROM OTHER
COMPANY
FIRST SURVEYS MADE BY AGENCY
OK, LET’S MAKE TEST
ROLL OUT ONLY IF IT WORKS
SUCCESS OR LEARNING
CHANGES IN CORP.INNVATIOVE COMPANIES MAKE TEST INSTEAD OF WAITING WHEN THEY SEE NEW TREND HIGLY INNOVATIVE COMPANIES EVEN IF THEY FAIL WITH TEST TRY HARDER AND DON’T GIVE UP
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QUO VADIS ECOMMERCE… ?
QUESTIONS?Tomasz Mazur Kierownik Ecommerce | E-retail ManagerDział Sprzedaży | Sales Departmente-mail: [email protected]