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www.tchibo.cz

TCHIBO case studyby Dagmar Myskova

v.1.0 created 12.12.2011

CompanyLOGO

1Friday, 16 December 2011

http://www.tchibo.cz/




www.tchibo.cz

Content:

• 1.Background Information

• 2.E-shop analysis

• 3.E-shop Recommendations

• 4.Marketing plan

• 5.Sources used

CompanyLOGO






www.tchibo.cz

1. Background Information• Tchibo e-shop is on CZ market since Sept. 2008

• E-shop net sales 2011 = 20 Mio Eur

• Value per order 2011 = 45 Eur

• Net sales target 2012 = 30 Mio Eur (50% growth)

• Marketing budget 2012 = 1,5 Mio Eur

DELIVERY

• Overview hot to achieve net sales incl. assumed organic growth

• e-shop improvements in order to achieve the targets including currentweaknesses

• Monthly online MRK plan:• Spendings per month

• Spendings per activitiy/month - Portal, SEM, AM, lead generation,SEO, production, CRM, customer acquisition

• Expected results per activity (orders, order value, net sales, CPO,etc.)

•






www.tchibo.cz

2. E-shop analysis - statistics summary

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- Tchibo.cz is ranked #36,835 in the world according to the three-month Alexa trafficrankings, and search engines refer about 12% of visits to the site.

- The site's visitors view an average of 5.6 unique pages per day. Relative to the overallpopulation of internet users, Tchibo.cz appeals more to users who browse from home; its

visitors also tend to consist of moderately educated women earning between $30,000 and$60,000 who have more children.

From the Alexa site analysis - Tchibo.cz gets rate 86% out of 100%

Search performance = 11,5%

–






www.tchibo.cz

2. E-shop analysis - Usability + SEO

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OK Problem

Multiple Title Tags Duplicate Title Tags - 131 pages share 54 titles with other pages having different content

Hostname Missing Title Tags - 100 pages have missing Titles

Redirects Long Title Tags - 42 pages have long titles

Broken Links Reachability - 762 pages easy to find, 1,008 hard to find

Dead End Pages Anchor Text - 1202 pages have missing AT.

Duplicate Content Page Not Found - returns code 200 instead of '404' error

Robots.txt Long URLs - 100 pages out of 2197 have long URL

Session IDs Duplicate Meta Descriptions - 517 pages with different content out of 1022 share the sameMeta Description

Too Many Links

Server Errors - Out of the 10,001 pages crawled 215 pages returned server errors

Search Engine Marketing (SEM)

Low Word Count - 1,426 pages have little or no text content

Image Descriptions - 767 pages out of 767 have images with missing alt atributes






www.tchibo.cz

2. E-shop analysis - Performance and Security

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The speed at which your web pages load affect the user experience,conversion rates, and the number of pages that search engine crawlerswill download from your site. Google has also announced that they usepage load speeds in their ranking algorithms.

www.tchibo.cz performance:The median download time on www.tchibo.cz was 1.01 seconds.

90% of pages loaded within 1.62 seconds.99% of pages loaded within 1.88 seconds.

99.9% of pages loaded within 2.43 seconds.

There are no insecure Forms or Meta information problems found andthe Performance pages are being loaded is very good.








www.tchibo.cz

2. E-shop analysis - Tags and Analytics

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1. No type of tag analytics found on website such as Google Analyticsor other.

2. Social sharing:

Found Facebook and Twitter share on some pages, not on all. Out of 2197 pages 1527 pages are missing social sharing buttons.






www.tchibo.cz

2. E-shop analysis - Reputation - links from top sites

CompanyLOGO

Ranked 36,835 with links from 53 sites in Alexa's list of the top 100,000 sites. Compared tosites of similar rank, Tchibo.cz is in the 29th percentile with respect to the number of inbound links from popular sites. This will likely help Tchibo.cz's search engine placement.The 'X' on the graph below shows how Tchibo.cz stacks up against sites of similar trafficrank with respect to the number of links-in.








www.tchibo.cz

3. E-shop - recommendations 1

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• E-shop redesign and object repositioning:• place objects (such as login, registration,..) where users usually

look for them. Try to use Google free tools such as Map overlay, or Crazy Egg in order to find out how your customers behave andmove on your website.

• Make your e-shop user friendly and intuitive.• Add more categories to e-shop such as colour variability of the

clothes and describe every product with colour definition.• Use top keywords for descriptions and category tree on Homepage

for users and SEO results.• Add links to certain pages from prominent pages on your site so that

search engine crawlers can find them. 1008 pages are hard to findbecause your only links to them are buried deep within your site.

• Submit www.tchibo.cz to the Open Directory: http://www.dmoz.org/• Make sure that the important pages on your website have titles that

are 65 (or fewer) characters long.




http://www.dmoz.org/









www.tchibo.cz

3. E-shop - recommendations 2

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• Make sure every page on your website includes a web analytics tag

and Silverpop tag.• Add more relevant text content to the pages on your site. We found

1,426 pages that have little or no text content.• As a general rule of thumb, keep the number of pages with more than

100 links on them to a minimum, and avoid pages with more than

1,000 links.• Correct errors in the configuration of your 'Page Not Found' error

page.• Give each page of your website a meta description reflecting the

content of that page. We found 517 pages that share metadescriptions with other pages that have different content.

• Promote your site by increasing the number of links to your sitefrom popular sites with relevant content. We only found 53 sites thatlink to you from Alexa's list of the top 100,000 sites.

• Give each page of your website a title that reflects the content of thatpage.

• Fix the broken links on your site.






www.tchibo.cz

CompanyLOGO

AFTER E-SHOP IS DONELET’S MAKE THE SHOPPING FUN!

Marketing






www.tchibo.cz

4. Marketing Plan - Executive Summary

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• This plan was developed to provide opportunities for increasing Net-sales in Czech Republic in 2012 by 50 percent or more

• Annual Marketing budget is already given = 1.5 mio Eur

• Tchibo will expand its sales territory and attract news customersthrough:

• Organic growth

• Lead generation

• PPC campaigns

• Affiliates and E-shop optimization• Direct emails and CRM

• Customer retention - increasing value orders and repeated purchase byusing best ESP in the world working with millions of users as with oneuniquely monitored person. Delivering best targetted messages,products and dynamic content in the perfect time.






www.tchibo.cz

4. Marketing Plan - Situation Analysis

CompanyLOGO

- Top Internet Retailing leaders in CZ value shares in 2010: Alza.cz 18%,Internet Mall 9%, Czech Computer s.r.o. 5%, Kasa.cz 4%

- Tchibo’s top competitors that include successful homeshopping retailerswith combine sales via paper catalogues and internet sales:

1. Halens s.r.o. with 3%

2. Otto Central europe GmbH with 1%

3. Neckermann s.r.o. with 1% internet retailing value share

Tchibo’s opportunity of adopting market share that has been occupied by

Neckermann as they closed their business and internet shop 9-th of December 2011. Their value share is aprox. 12,4 mio CZK (see numberson next slide - Internet Retailing value share forecast 2011)

Tchibo is the only internet retailing seller that combines internet sales withwarehouse retailing experiencing unexpected success (160% sale growth)






www.tchibo.cz

4. Marketing Plan - Situation Analysis

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Clothing and Footwear - estimated growth in 2012 - by 4-5%

Food and Drink - estimated growth in 2012 - by 1%

Expected growth of e-shop sale by using various digital tools and SEO optimization withoutmedia spendings is 10-20%

Expected growth of Value order is 10% and more







www.tchibo.cz

4. Marketing Plan - Tchibo customers CZ

CompanyLOGO

Tchibo customers definition by Age, Education, Gender, Children statusand Browsing location






www.tchibo.cz


CompanyLOGO

Tchibo target group comparison to sites with similar users - tips for future cooperation.

Gender

Age






www.tchibo.cz


CompanyLOGO

Education

Browsing location

Tchibo target group comparison to sites with similar users - tips for future cooperation.






www.tchibo.cz

4. Marketing Plan -Objectives

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• Increase Net-sales from 20 mio CZK to 30 mio CZK

• Increasing value order from 45 Eur by 10% + = >49 Eur

• Increasing results from organic search from actual 11,5 % by 3% =

600 000 Eur Net-sale• New customer acquisition = grow Tchibo customer database by 10

000 and more customers that will make purchase in e-shop atleast 4x a year with 55 Eur order value (annual order value 220Eur)

• Make every customer “Tchibo-shop” at least 4 times a year

•






www.tchibo.cz

4. Marketing Plan -Strategies

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• Expanding e-shop products range

• Conversion and Value order increase

• Converting unknown customers to Tchibo database

• Lowering CPO and CPA (customer acquisition, Cost per registeration, Costper Shipping

• Silverpop implementing (ESP that can be used instead of CRM)

• Implementing XML feed from e-shop actual offers that will reflect stockavailability to Comparing sites such as Heureka, Zbozi and others

• Creating VIP customer cards

• Partnerships with non-competive top market players• Building up own affiliate network appart from CJ, Potenza and Zanox

• Building up brand awareness via online network and forums

• Atrract target group of women with kids and make them brand advocates

• Maximizing the power of Social Sharing


C





www.tchibo.cz

4. Marketing Plan -Tactics 1

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• Become exclussive reseller of products usually bought by families andexpand e-shop product range without the need for holding products onstock (producer provides extra services and shipping his own products)

• Creating Gift Certificates sold via e-shop only

• Acquisition cost lowering - Media audits (targetting, buying conditions,ROI,...) + using viral marketing and social sharing with parts of MLMtools (bring your friend and get benefit-s)

• Silverpop e-mail optimization - AB testing, creating landing pages in SP,using “time to send” and products offer selection in email based oncustomer preferences and behaviour - dynamic mailing content withdynamic subject line behaving according to the customer preferences.


C





www.tchibo.cz

4. Marketing Plan - Tactics 2

CompanyLOGO

• VIP cards with discounts based on pre-pay or post-pay action

• Creating bookmarks with another products and services offer that donot require shipping and handling - partnership with family websites,sites about kids, health, news, etc...

• Implementing e-shop whitelabel on partnering sites (content exchange)

• Building up brand awareness via online network and forums

• Atrract target group of women with kids and make them brandadvocates

• Maximizing the power of Social Sharing


Company





www.tchibo.cz

4. Marketing Plan - Budget

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Company





www.tchibo.cz

5.Sources usedCompanyLOGO




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