e retail practice
TRANSCRIPT
E-retails set new record ( May – July)
Jan Feb Mar Apr May Jun Jul -
100,000.00
200,000.00
300,000.00
400,000.00
500,000.00
600,000.00
700,000.00
800,000.00
900,000.00
1,000,000.00
-100%
0%
100%
200%
300%
400%
500%
600%
-8% -15% -3% -22%
236%
415%479%
Y 2015
Y 2016
Linear (Y 2016)
%yoy growth
Sell-out
Sell-out
23.6%
Integrative Communication
For best VISIBILITY
Product portfolio’s refinement,Focusing on STAR product in each
e-shopper segment (10% of total port)
Promotion to activate favorability of STAR SKUs and
overall category
Reengineer the fundamental for e-retail;
Drove qualified traffic and improved conversion rate
SHIFTUP PRODUCT BUY
X4 Times with fixed prime position + LAZADA Super
brand
EXCLUSIVE GIFT
EXCLUSIVE PRODUCTS + NEW LISTING
CONSUMER PROMOTIONMADE FOR E-RETAIL SOLUTION
Key Drivers
CO- COMMUNICATION
STRATEGIC PRIORITIES
strategic plan FY’16
Integrative Communication
For best VISIBILITY onsite and off-site
Improve assortment ,Focusing on hero product in each e-shopper segment
Promotion to activate favorability of STAR SKUs
and overall category
Reengineer the fundamental for e-
retail
GROWTH DRIVERS
Identify STAR SKUs to capture high value and mass segment with extra MKT effort (focus only 10% of total port) Adopt STAR’s related product for best buying experience and to drive growth at category level
Value adding game – Price and Premium promotion to position STAR SKUs
Penetration price of “fighting product” to penetrate MASS & recruit new users.
Accelerated impact of lead generation - push constant qualified traffic to e-rail site
Implement full-digital content to improve conversion rate
100% Participation in LAZADA central campaign
Tefal-led campaign – to own territory of cookware & SDA in LAZADA with high quality’s perception
Extra paid advertising for focused STAR SKUs
Primary target : Online shopper who interested in Home appliances, home & livingSecondary target: Online shoppers
Think of “shopping Home appliances & Cookware online”Think of “Tefal ” at LAZADA
POSITIONING IN CONSUMER MIND TARGET CUSTOMER
WHY STARS ? Long-lasting exposure in e-retail
Drive category growth LAZADA holds over million Product !Cut through set of product choices
High visibility / better position in search
Auto replenishment!
Data Feed
Solution: “Commerce connector” solution Permanently integrate E-commerce partner channels with own website
.Sharing practices Amazon (France , since 2015) 270K leads sent to all retailersVisitor in product sheet : 60% of total siteLead sent to retailer: 60%Conversion rate in retailer site: 7% (higher that ave. 50%)
Integrative communicationImprove assortment plan
Promotion to activate favorability of STAR SKUs and
overall category
Reengineer the fundamental for growth
Accelerated impact of “lead
generation”
Improve conversion by
implement detailed content in product sheet
CONTENT IS KEY TO BOOST SALES ON PURE PLAYERS WEBSITESthe right marketing content, the right product packshots, the right videos, the right layout.
Integrative communicationImprove assortment plan
Promotion to activate favorability of STAR SKUs and
overall category
Reengineer the fundamental for growth
Accelerated impact of “lead
generation”
Improve conversion by
implement detailed content in product sheet
*This structure is already tested by 10 respondents* Priority STARs range
1 Time A/B test for the best structure Full-digital pack-Picture x 5-Pictos x 4-VDO demonstration/tutorial x 2Require Partner to share analytic
GAME CHANGERS
Shopper perceived lower cost while it is actually not Higher margin for brand Avoid brand dilution Other retail perceive less conflict. At least, it doesn’t show in price comparision website
ConsumerPerceived cost
1,150
Actual Consumer cost
VALUE ADDING GAME Store wide PENETRATION PRICERetail
RetailMP
MP
MP
Lowprice
Higher price
People either go for low-price or higher price ( Not taking competitor into consideration)
Integrative communicationImprove assortment plan
Promotion to activate favorability of STAR SKUs and
overall category
Reengineer the fundamental for growth
Integrative communicationImprove assortment plan
Promotion to activate favorability of STAR SKUs and
overall category
Reengineer the fundamental for growth
OBJECTIVE• Establish brand territory in e-retail
• Integrate effort from LAZADA and GSTH to deliver bigger impact to e-shopper
• Grow STAR product and category
PROMISE Irresistible offers every week
Co-campaign
Sun Mon Tue Wed Thurs Fri Sat Average -
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Series1
Uplift x2.1(Weds VS Ave.)
Summary Collaborate campaign with LAZADA , Tefal Fine Day , special deal every Wednesday outstand with uplift x2.1 , comparing to average sale of another days Cookware & others seller benefit from campaign’s side effect,
Result
