ecommerce strategies for brands - heaven or hell - go ecommerce olaf grüger ispo academy 2015
TRANSCRIPT
- 1 -Go eCommerce - Erfolgreich im Internet verkaufen! - 1 -
eCommercestrategies for brands
Olaf Grü[email protected]
++49 171 4826523
- 2 -Go eCommerce - Erfolgreich im Internet verkaufen!
Agenda
1. Overall ecom market anddevelopments
2. eCommerce strategy options
- 3 -Go eCommerce - Erfolgreich im Internet verkaufen!
Quote
• “Our digital commerce business is critical, as it ensures that the consumer has full access to amazing products that we make and, over the years, we are planning robust growth in this area…”
• “Digital is where our consumers live and it's the oxygen they breathe…”
• “ourwebsite.com is where we can scale our brand and category experiences without the limitations of physical space and take them to more consumers in more parts of the world.”
- 4 -Go eCommerce - Erfolgreich im Internet verkaufen!
eCommerce in Europe reached a 352 bn EUR turnover, (~30% of global), still growing double digit.
- 5 -Go eCommerce - Erfolgreich im Internet verkaufen!
UK, France and Germany account for60% of European eCommerce
- 6 -Go eCommerce - Erfolgreich im Internet verkaufen!
CBT - The modern spice routes
Source: PayPal/Nielsen, 2013 Modern Spice Routes - The Cultural Impact and
Economic Opportunity of Cross-Border Shopping
- 7 -Go eCommerce - Erfolgreich im Internet verkaufen!
Q4 is high season (e.g. @Amazon). That might not apply to product seasonality.
- 8 -Go eCommerce - Erfolgreich im Internet verkaufen!
Step 1: Start with the customer andwork backwards!
Who do you think is yourcustomer?
What data do you reallyhave?
How does the customerbehave?
- 9 -Go eCommerce - Erfolgreich im Internet verkaufen!
Customer Insights!Under Armour: Acquisitions of Endomondo and MyFitnessPal (earlier: MapMyFitness)
20 m users
80 million registered users
- 10 -Go eCommerce - Erfolgreich im Internet verkaufen!
Adidas is massively collecting data across brands andcountries to generate customer insights and target usersindividually (1:1 marketing)
- 11 -Go eCommerce - Erfolgreich im Internet verkaufen!
Customers start the offline buyingprocess at a retailer.
Choose Retailer Choose Product Buy Product
Product overviewProductinformation
Productselection
1) „Offline buying process“
Normally the customer chooses a retailer he knows.
At the retailer he chooses the product.
- 12 -Go eCommerce - Erfolgreich im Internet verkaufen!
The buying process in the internet isdifferent: product comes first.
Choose Product Choose Retailer Buy Product
Product overviewProductinformation
Productselection
2) „Internet buying process“
In the Internet the customer chooses a product first and then the
retailer. Therefore search engines, marketplaces and comparison
shopping engines become more relevant.
- 13 -Go eCommerce - Erfolgreich im Internet verkaufen!
30%of online buyers began researching their last online purchases at Amazon, more than double the number who began their research with Google.Source: Forrester Research survey June/2012.
- 15 -Go eCommerce - Erfolgreich im Internet verkaufen!
Step 2: identify your focus areas
3) Online Showroom
2) B2B Portal1) Data Management
4) eCommerce Distribution
- 16 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.1 Centralize your (Product) Data Management and optimize it!
…
- 17 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.1 Descriptions, display of productsand content need to be optimized.
1. Product titel (SEO optimized)
2. Highlights (SEO optimized)
3. Product informationen (SEO optimized)
4. Product description (SEO optimized)
5. Product pictures (check resolution!)
6. Videos (check resolution!)
7. Assign variants and colours correctly
8. Right category
9. Right search terms
10.Etc.
ToDo: write operating instructions
- 18 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.2 B2B Portals for retailers (gated)
1)Purely information driven
2)Information, products and orders
3)Information, products, orders and
new customer focus
- 19 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.3 Online presence of brands: Showroom with retailer search
- 20 -Go eCommerce - Erfolgreich im Internet verkaufen!
Meindl displays product andprovides a general store locator.
- 21 -Go eCommerce - Erfolgreich im Internet verkaufen!
Lowa links directly to one retailer(Globetrotter) on product page.
- 22 -Go eCommerce - Erfolgreich im Internet verkaufen!
eTailing Business: brands change theirpolicies over time
Jack Wolfskin by globetrotter.de
2010 2014
Jack Wolfskin direct
- 23 -Go eCommerce - Erfolgreich im Internet verkaufen!
eTailing Business: brands change theirpolicies over time
Schöffel by engelhorn.de
2010 2014
Schöffel direct
- 24 -Go eCommerce - Erfolgreich im Internet verkaufen!
Salewa by bergzeit for Germany, but direct in other countries.
- 25 -Go eCommerce - Erfolgreich im Internet verkaufen!
Online only brand: kavaj (FBA, 10m EUR)
kavaj-Shop via Amazon Webserviceskavaj-Shop at amazon (global)
- 27 -Go eCommerce - Erfolgreich im Internet verkaufen!
4. External eCommerce DistributionRate your partners through a Scoring Model
Country CompanyName CompanyAddress CompanyCity Total GMS Online GMS PP, MC,
other
sells on
ebay, amazon,
etc.)
A/B/C Cluster?
DE company 1 address 1 city 1 124.000 24.800 PP yes A
DE company 2 address 2 city 2 12.400 2.480 MC no C
DE company 3 address 3 city 3 34.200 6.840 no C
UK company 4 address 4 city 4 224.000 44.800 no A
UK company 5 address 5 city 5 154.000 30.800 PP no A
CH company 6 address 6 city 6 664.000 132.800 MC no A
CH company 7 address 7 city 7 54.000 10.800 PP no B
AT company 8 address 8 city 8 66.000 13.200 no B
AT company 9 address 9 city 9 32.000 6.400 PP yes C
US company 10 address 10 city 10 143.000 28.600 MC yes B
FR company 11 address 11 city 11 235.000 47.000 yes B
IT company 12 address 12 city 12 9.870 0 yes C
DE company 13 address 13 city 13 34.200 6.840 PP yes C
UK company 14 address 14 city 14 20.000 4.000 MC yes C
Longlist per country Automated (Price-) Monitoring
eCommerce questionaireeCommerce Scorecard
Company Total GMS Online GMS Category 1 Category 2 Category 3 Category 4 Category 5 Potential GMS Countries
Competitors (k2, etc.)
and Listings …
Product
text
needed?
pictures
needed?
video
needed?
company 1
company 2
company 3
company 4
company 5
company 6
company 7
company 8
company 9
company 10
company 11
company 12
company 13
company 14
company 15
company 16
company 17
company 18
company 19
company 20
company 21
Brands PIM Data
?
- 28 -Go eCommerce - Erfolgreich im Internet verkaufen!
Different online players have different strategies and need different „treatments“.
• Pure Player
• Sport specialist (bikester, wiggle, outnorth, tennis-
point, etc.)
• General merchandise (amazon, zalando, etc.)
• Flash sales (vente privee, Sportpursuit, buyvip, etc.)
• Other (Groupon, etc.)
• Multi-Channel (21sportsgroup/planet sports,
Sportscheck, Globetrotter, Sportler, Ochsner Sport,
KarstadtSports, cisalfasport, Sportarena, etc.)
- 29 -Go eCommerce - Erfolgreich im Internet verkaufen!
Blue Tomato was bought by US sportinggoods chain Zumiez for 82 mio EUR (2012)
- 30 -Go eCommerce - Erfolgreich im Internet verkaufen!
Frilufts AB part of Fenix Outdoor (brands: Fjällräven, etc.) owns Globetrotter (11/2014)
- 32 -Go eCommerce - Erfolgreich im Internet verkaufen!
Toread buys strategic share intoTutwo (01/2015)
- 33 -Go eCommerce - Erfolgreich im Internet verkaufen!
21sportsgroup takes over Planet Sports 1/2015
- 34 -Go eCommerce - Erfolgreich im Internet verkaufen!
New Players with new business modells: Media forRevenue, Media for Equity, Private equity for Exit, etc.
Sample: P7S1 is the VC arm of media empire
Pro7Sat1
- 35 -Go eCommerce - Erfolgreich im Internet verkaufen!
Different online players have different strategies and need different „treatments“.
• Pure Player
• Sport specialist (bikester, wiggle, outnorth, tennis-
point, etc.)
• General merchandise (amazon, zalando, etc.)
• Flash sales (vente privee, Sportpursuit, buyvip, etc.)
• Other (Groupon, etc.)
• Multi-Channel (21sportsgroup/planet sports,
Sportscheck, Globetrotter, Sportler, Ochsner Sport,
KarstadtSports, cisalfasport, Sportarena, etc.)
• Buying groups (Intersport, Sport2000, etc.)
• Marketplaces (ebay/GSI, amazon, rakuten/play, etc.)
- 37 -Go eCommerce - Erfolgreich im Internet verkaufen!
Existing Marketplaces support sellers heavily to sell internationally.
eBay Global Shipping
ProgramAmazon Europe
Marketplaces Account
(seller central)
Any brand (or retailer) can easily sellonline globally.
- 40 -Go eCommerce - Erfolgreich im Internet verkaufen!
End of lifecycle products and overstocks: whichonline distribution channel in which country?
- 41 -Go eCommerce - Erfolgreich im Internet verkaufen!
Summary
• Overall ecom market (regions, etc.)
• Step 1: Start with your customer(women!)
• Step 2: 4 focus areas
– Data Management
– B2B Portal
– Online Showroom
– eCommerce Distribution
- 43 -Go eCommerce - Erfolgreich im Internet verkaufen!
Thanks! Questions?
Contact: Olaf Grüger [email protected]
Xing: https://www.xing.com/profiles/Olaf_Grueger
Linkedin: http://www.linkedin.com/in/OlafGrueger
eCommerce ist unsexy: Operational Excellence im
eCommerce
In: iBusiness Dossier WebshopTuning 03/2014
Web Analyse und Business Intelligence als Basis für die
aktive Steuerung von Webshops
In: Ralf Haberich, Future Digital Business, 12/2012