e-commerce berlin expo - tomasz mazur - danone

31
MULTICHANNEL VS. PRODUCER S01E01- BASICS Tomasz Mazur E-Retail Manager Danone

Upload: e-commerce-capitals

Post on 13-Jan-2017

181 views

Category:

Retail


6 download

TRANSCRIPT

Page 1: E-commerce Berlin Expo - Tomasz Mazur - Danone

MULTICHANNEL VS. PRODUCER S01E01- BASICSTomasz Mazur E-Retail Manager Danone

Page 2: E-commerce Berlin Expo - Tomasz Mazur - 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.

Page 3: E-commerce Berlin Expo - Tomasz Mazur - Danone

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?

Page 4: E-commerce Berlin Expo - Tomasz Mazur - Danone

RETAIL SALES 2014 POLAND (mld pln)

Source: PMR

540

ONLINE FOODTOTAL RETAIL(FOOD + NON FOOD)

27

ONLINE RETAIL(FOOD + NON FOOD)

0,57

.

Page 5: E-commerce Berlin Expo - Tomasz Mazur - Danone

RETAIL SALES 2019 POLAND (mld pln)

Source: PMR

708

ONLINE FOODTOTAL RETAIL(FOOD + NON FOOD)

55

ONLINE RETAIL(FOOD + NON FOOD)

1,7.

Page 6: E-commerce Berlin Expo - Tomasz Mazur - Danone

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

Page 7: E-commerce Berlin Expo - Tomasz Mazur - Danone

BTW. ROPO GROCERY 32% OF ALL GROCERIE PURCHASES ARE DRIVEN BY ONLINE

Source: WWW.THECUSTOMERBAROMETER.COM

Page 8: E-commerce Berlin Expo - Tomasz Mazur - Danone

BTW. ROPO GROCERYONLINE INFLUANCE WILL CONVERT MAINLY IN OFFLINE CHANNEL

Source: WWW.THECUSTOMERBAROMETER.COM

Page 9: E-commerce Berlin Expo - Tomasz Mazur - Danone

BTW. ROPO GROCERYBRAND COMMUNICATAION CAN BE MORE EFFECTIVE AT RETAILERS TOUCHPOINTS

Source: WWW.THECUSTOMERBAROMETER.COM

Page 10: E-commerce Berlin Expo - Tomasz Mazur - Danone

We, You, They.

Page 11: E-commerce Berlin Expo - Tomasz Mazur - Danone

ECOMMERCE IN SILO WORLD…

Page 12: E-commerce Berlin Expo - Tomasz Mazur - Danone

… OR COHERNT BUSINESS ELEMENT?

Page 13: E-commerce Berlin Expo - Tomasz Mazur - Danone

ECOMMERCE AT PRODUCER

1

2

3

4

5

NO-ONE IS REPONSIBLE

ADDITIONAL TASK FOR KAM

DEDICATED HEADCOUNT

DEDICATED TEAM

ECOMMERCE IN EVERY PART OF

BUSINESS

LEVELS OF ECOMMERCE IMPLEMENTATION

Page 14: E-commerce Berlin Expo - Tomasz Mazur - Danone

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

Page 15: E-commerce Berlin Expo - Tomasz Mazur - Danone

`

Page 16: E-commerce Berlin Expo - Tomasz Mazur - Danone

SO… WHERE WE AT?

Page 17: E-commerce Berlin Expo - Tomasz Mazur - Danone

PRODUCT CONTENT LISTINGS OUT OF STOCK

ACTIVATIONS DATA CATEGORY GROWTH

S01E01 - BASICS

Page 18: E-commerce Berlin Expo - Tomasz Mazur - Danone

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

Page 19: E-commerce Berlin Expo - Tomasz Mazur - Danone

PRODUCT CONTENT

DON’T

Page 20: E-commerce Berlin Expo - Tomasz Mazur - Danone

PRODUCT CONTENTDO

Page 21: E-commerce Berlin Expo - Tomasz Mazur - Danone

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

Page 22: E-commerce Berlin Expo - Tomasz Mazur - Danone

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

Page 23: E-commerce Berlin Expo - Tomasz Mazur - Danone

ACTIVATIONSALWAYS ASK FOR SALES & WEB DATA AFTER ACTIVATIONSUSE ECOMMERCE AND ONLINE CHANNEL FOR EXTENSIVE MKT. COMMUNICATION

Offline Online

Page 24: E-commerce Berlin Expo - Tomasz Mazur - Danone

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

Page 25: E-commerce Berlin Expo - Tomasz Mazur - Danone

PURCHASE BARIERSBARIERS FOR CHANNEL, CATEGORY, BRAND, SKU

Page 26: E-commerce Berlin Expo - Tomasz Mazur - Danone

CATEGORY DEVELOPMENTCATEGORY CAN BE DEVELOPED BY EDUCATION, NOT ONLY WITH ICONIASATION

CONTENT RECEPIE PURCHASE

Page 27: E-commerce Berlin Expo - Tomasz Mazur - Danone

CATEGORY DEVELOPMENTCATEGORY CAN BE DEVELOPED BY TOOLS WITH ADED VALUE AS WELL

Page 28: E-commerce Berlin Expo - Tomasz Mazur - Danone

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.

Page 29: E-commerce Berlin Expo - Tomasz Mazur - Danone

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

1 2 3 4 5 6

Page 30: E-commerce Berlin Expo - Tomasz Mazur - Danone

QUO VADIS ECOMMERCE… ?

Page 31: E-commerce Berlin Expo - Tomasz Mazur - Danone

QUESTIONS?Tomasz Mazur Kierownik Ecommerce | E-retail ManagerDział Sprzedaży | Sales Departmente-mail: [email protected]