e-commerce presentatie - centexbel
DESCRIPTION
Lieselotte gaf recent een presentatie voor Centexbel, waar ze uitleg gaf over de evolutie die we merken in de verhouding tussen online en offline shops. Hoe kan je als retail zaak inspelen op de evolutie en er je voordeel bij halen?TRANSCRIPT
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E-commerceEnkele Wijsheden
Lieselotte Van Tieghem
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Hi! I’m Lieselotte.
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I work at WijsA digital Agency in Ghent
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‣ digital agency
‣ everything online
‣ digital strategy, websites, facebook apps, seo/sea, social, analytics...
‣ 54 FTE (june 2012)
‣ focused on results (sales, leads, conversions)
‣ strong methodology - user centered approach
‣ integrated process and teams
Tweet-style Summary
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Process
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Think strategicE-commerce
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In many cases it’s more then just putting your product catalog online
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Who are your clients &in what way do they expect you to do “e-commerce”?
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Who are your target groups?‣ Distributors
‣ Retailers
‣ Architects/contractors
‣ End user (B2B) or consumer (B2C)
‣ And even your own people
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How will each target group make use of your service online?
How can we translate this into conversion / e-commerce?
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Let me tell you my story...‣ Young mom of two children
‣ Happily married to an entrepreneur
‣ Full-time job, not only at Wijs, but also as a mom, wife, housekeeper and secretary
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This is what we did 2 years ago
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This is what we did 2 months ago...
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Ground rules
1. We did not visit one offline-
point
2. For the second project we
didn’t use an architect
3. We did all the research
online: brands, products and
contractors
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4. We chose all products online
5. We checked all references of the used brands
online. If there were none, this was not a good sign
6. If the company did not have a website, it did not
exist (eventhough the contractor had spoken about it)
7. Eventually we bought offline with our contractors
(who we also challenged...)
Ground rules
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And well, let’s be honest... this is only my generation
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So maybe...
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Re-invent offline stores‣ experience centers
‣ service points
‣ pick-up points
‣ the advantage of offline visibility
‣ credibility
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And make sure people talk about you online!
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Qualitative traffic
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24
Build it, and they will come
John Doe
CEO at a random company
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25
Build it, and they will come
John Doe
CEO at a random company
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Never build a webshop before thinking about your marketing strategy
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It’s not about creating as many traffic as possible, it’s about creating
qualitative traffic
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Some online ways
1. SEO
2. Advertising: SEA, Social ads,
Remarketing
3. Email marketing
4. Social media marketing
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Shortly zooming into the power of SEO
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First of all...
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Zoekvolumes
1. Sjorbanden BE: 210x per maand
2. Sjorbanden NL: 1.300x per maand
MAAR
1. Spanbanden BE: 1.300x per maand
2. Spanbanden NL: 6.600x per maand
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SO...
talk their talk on your website
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Engagement... Create a story and talk their
slang
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Last year I met these 2 young fellaz
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After 4 months...
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Inspire...
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Measure...
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A bigg-ass titleAbout a proper subject
Een website is zoals een schip
meten, evalueren& bijsturen
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Dare to make e-commerce an inherent part of your
company
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How can the existing company adapt to E-commerce?
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Some things we experience...‣ Customer service department
becomes a sales channel
‣ Sales department and online sales
‣ What about a dedicated E-Team?
‣ What about your distributors & retailers?
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So nope...E-commerce is not just something on the side
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‣ about your target groups and their needs‣ about your online marketing‣ about usability & conversion‣ about your company and existing organisation
Think strategic...
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In other words...
dare to invest, but in wise and small steps