where to buy e tale introduction 29 1-13
DESCRIPTION
An introduction to E-tale's "where to buy' Service for SamsungTRANSCRIPT
‘Where to Buy' functionality
Agenda
• Introduction to e-tale and ‘Where to Buy' • Selecting a retailer• Roll out plan• Process and Delivery• Categories• Countries and regions• Rolls and Responsibilities for roll out
About E-Tale
About E-Tale
• Founded in September 2009.• 26 full time employees.• All software is designed in-house.• 800 widgets served each second.• Live in 19 countries.• 17 languages.• 35 Brands.• 35,000 products.• Data updated over 12 times per day.• Offices in UK and USA
Our clients
Selecting a retailer'Where to Buy' functionality
Contacts• EHQ: Chris Thomas Piers Drake• EHQ E-Commerce EHQ Digital Marketing• [email protected] [email protected]
• Etale: Brian Flower• Strategic Account Director• [email protected]
Why Buy Now?: Part of Total EHQ E-Commerce Strategy
More Complex
Less Complex
2013/14 (TBC)
2012/13
20121
2
3
□ Three tier approach, leveraging our digital platforms and channel relationships
Why Buy Now? – Improved journey = higher conversion
User Journey
1Visit your Product Page
1Visit your Product Page
Mobile Social Media
Media campaigns Reviews
Friends
3Complete Purchase @ Retailer
3Complete Purchase @ Retailer
What happens without “where to buy” service
2Choose Online Retailer, 2nd compare products
2Choose Online Retailer, 2nd compare products
1Visit Your Product Page
1Visit Your Product Page
3Complete Purchase @ Retailer
3Complete Purchase @ Retailer
What does e-tale’s ‘Buy Now’ offer?
2Choose Online Retailer
2Choose Online Retailer
1Visit Your Product Page
1Visit Your Product Page
How Does It Work?• Online retailers drive traffic to their sites through affiliate marketing networks• 3rd party websites (blogs, reviews, comparison sites etc.) are paid a commission if they send a
customer to the retailer who then purchases the product• Commissions are administered by a variety of affiliate networks who agree deals with the
retailers.• Our agency partner e-Tale tracks retailer stock availability and matches SKU’s between
samsung.com and retailer websites• No upfront fees – Commission offset against agency cost + share of any surplus revenue returns to
Samsung
Agency tracks retailer stock and referrals
‘Buy now’ button on Samsung.com
Affiliate Networks track clicks
Customer purchases from retailer
Retailer pays their affiliate network commission
Affiliate networks pay e-Tale commission
E-Tale retains commissions to cover service /maintenance costs
Affiliate networks Retailers
SALE
TRAFFIC FLOW
COMMISSION FLOW
• Promising sales results and pan-European roll out
Buy Now Results 2012• 3.5M forecast leads in 2012 • $7.8M sales forecast (Europe total), 34% SEUK YoY growth• Live in SEUK (2011), SEG (Sept. 2012), SEBN (Sept. 2012), SEF (Dec. 2012)• Under development for SEPOL (Dec. / Jan. ), SEP (Dec.), SESA and SEAG (2013)
Est €4.5m referral sales in 201245% YoY growth in Sep/Oct/Nov
SEUK Buy Now Referral Sales 2011/12 Source: Etale SEUK Buy Now Category Referral Sales Nov ’12 Source: Etale
NB. Data dependent availability on affiliate reporting
Buy Now Referral Sales NowNB: DE/NL/BE/FR/PT SALES FIGURES ARE ESTIMATED BASED ON UK CONVERSION AND AVERAGE TRANSACTION ACTUALS.
DUE TO REPORTING LAG FROM AFFILIATE NETWORKS HISTORIC DATA IS SUBJECT TO UPWARDS REVISION IN FUTURE REPORTS.
3.5m sales leads generated → Estimated €6.34m sales in 20123.5m sales leads generated → Estimated €6.34m sales in 2012
Selecting a retailerThe Problem for the consumer
Other channels for the consumer
• Twitter.
• Microsites.
• Email.
• YouTube Videos.
• Blogs
• QR Codes (Television, Print, Outdoor Advertising)
• Mobile (m.commerce)
• Internet TV
eMobile Development
•With Samsung’s development in it’s smartURLs will allow e-tale to develop a mobile “where to buy” for your campaigns•Retailers need m.sites•No revenue from m.Affiliate as yet in 2012
Reduce calls at Customer Service Centre & directing them to in-stock retailersMeasure conversion rates
Reduce Retailer ReturnsBuying from channel directly, better consumer
experience – beating the competition
Retailer Challenges
• The retailer does not publish a product as an ‘in-stock’ item or features a price• The retailer products continue to run out of stock
• The retailer does not allow e-tale to scan their website during the day• Not associated with any affiliate or analytical tool• Continues to change stock range.
• Re-names a product name (removes - / .)• Want a different logo
E-Tale can resolve
= e-tale scan at night
= e-tale can report on impressions
= Part of the e-tale service to continually update the retailers stock, with your assistance
= e-tale continue to update and check mappings
= e-tale happy to redesign retailer logos
Category coverage
Mobile· Mobile Phones· Tablets· Mobile Internet device· Note
CE (Consumer Electronics)· TV· Soundbar· Home Entertainment Systems· Wireless Audio· Bu-ray / DVD· Set top box· Camera · Camcorder · Refrigeration· Washing machine / Dryer· Microwave· Vacuum cleaner· Built-in
IT· Notebook· Monitor· Thin / Zero Client· Printer· SSD· ODD· Memory cards
• Please select the most appropriate retailers for your categories• E-tale require the list of retailers for each sub-category
Note: Accessories not included
Retailer request Spreadsheet
• Example of retailer request
Delivery Process & Timelines
1. Receipt of retailers list
2. Gather product
data, verify, update, map
3. Design & build widget
4. Create Staging site,
QA5. Live
1-2 weeks 1-2 weeks 1 week 1-2 week On going
Samsung E-tale E-tale E-tale E-tale
Compose retailer list Verify product and identification (instore ID, Gtin, UPC or brand and model) to each variant
Complete widget design and display
Supply Widget URLs Deliver LiveDeliver reports
Confirm categories Verify each retailers Product page/ basket page / in-stock page
Complete retailer logos Test, Check, Verify each category / retailer / association
Update new models / retailers / Campaigns
Ensures XML product range delivery
Map to each retailer Complete widget language
Update hourly stock checksCheck current retailer websites
Project Contact Names Harvesting, Indexing and cleaning retailer breaks
E-tale
Checks retailers Cleaning
Samsung Subsidiaries using “Where to Buy’• United Kingdom• Russia• France• Urkraine• Germany
• Austria & Switzerland• Greece• Adriatic• Balkans• Romania & Bulgaria
• Netherlands• Belgium• Poland• Portugal
• Spain• Chez Republic & Slovakia• Ireland• Baltics - Latvia, Lithuania,
Estonia• Italy• Nordics
Reports
Revenue Generated - Year on Year
Performance In each Category
Revenue summary for each retailer
Top 10 Products
Reports
Click Trends
Top categories by Revenue
Top selling by number of units
Report requirements
• E-tale can provide widget impressions, retailer impressions and retailer click through.
• For the revenue report we require every retailer to be associated an analytical network or an affricate, We then run our Client Activity Recoding Application
Analytics networks Affiliate networks
• Google Analytics• Icrossing• Fabric
• Zanox Network• Affiliate window• TradeDoubler• Commission • @buy
Where to Buy - Impressions Target
• What is the The break even target to mirror the UK’s affiliate network– Based on the UK monthly impressions with 1016 units sold at an average order of €343– Decencies that all retailers are on an affiliate program– Factors can forecasted if there is a likely growth of retailers joining an affiliate network within 6 to 12
months
• SECZ needs 250,00 to 500,000 impressions per month to sell at an average order of €343 with 293 units sold with 100% retailers on a affiliate network, this variable figure is due to different commission rate for every retailer.
• If only 50% of retailers are on an affiliate network, SECZ requires 1million impressions per month with an average order at €343 with 586 units sold.
UK’s Base of 1.7million impressions with 1016
units sold
Number of estimated impressions SECZ require to Breakeven, from retailers is
joined with a Affiliate network
Commercials
• Target Live Date : January 2012• Based on all subsidiaries joining the service • Utilise affiliate markets where possible and share any revenue that exceeds the monthly charges• Set-up charge to be invoiced each month in arrears based on data received during that month. • Contracts per country. Regional contract allowed for multi country, must be one contractual agreement
Additional use. Facebook, Banner Ads, mobile-website
New designed widget, new retailers, mapping, verification, test and launch. Your agency to design Facebook App, Banner or mobile site
3-4 weeks
1-2 weeks
Same designed widget, same retailers, test and launch. Your agency to design Facebook App,
Banner or mobile site
Once you have completed your design , then please provide us a PSD file of the widget and we will provide this back to them as an iframe. This will then need to be imbedded into the page by your web tech team.
Service Level Overview
Information acquisition technology E-Tale IQ Indexer
Information collected Any information displayed on retailers page including Price, Stock, Image and even bundle offers.
Information updated Every 60 minutes (Average)24/7/365
Over 12 retailers the sequence changes 15 mins
Retailer coverage 100%
New retailer request implementation 8 hours from request
Product coverage 100%, as we are not reliant on retailer feeds, so our access is unlimited.
New product launch period Immediate
Check List
Confirm list of categories Provide list of retailers for each category
Must have: Product detail page, In-stock status, Price The retailer is associated with any an analytical network e.g. Google analytics
Provide the Samsung Omniture local country code We need your confirmation of who are the main contacts for :
–Who will deliver the list of retailers–Who will be the main point of contact for e-tale for the “Where to Buy’ Project.
Agreed date to supply retailer list Country XML product range, with archived (discontinued) products. Provide name for recipient of reports.
Thank you for your timeBrian Flower
E-Tale Marketing Solutions Ltd01992 805102
European HeadquartersWarlies Park HouseHorseshoe HillUpshireEssex, EN9 3SL
USA Headquarters22 Cortlandt Street16th FloorNew YorkNY 10007