multichannel ecommerce
Post on 24-Jan-2015
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Ecommerce doesn’t have to be a threat to the other sales channels in your business
Multichannel Ecommerce
Distribution Channel 1
Producer Distributor Retailer Consumer
Distribution Channel 2
Internet Main Office & Airport Shops Outlet Ducati
Dealer 1 (e.g. Ibiza)
Dealer 2 (e.g.
Barcelona)
Dealer 1 (e.g.
Lulea)
Dealer 2 (e.g.
Stockholm)
End Consumer
Italian Dealers
Distributors (e.g. Spain)
Wholly-Owned
Subsidiaries (e.g. Sweden)
Distribution Channel 3
Producer
End Consumer
Importer
E-tailer
Distributor
Retailer
Physical Store Internet Store
However, what matters is what the consumer wants & needs
Dear Customer, why are you online?
• 1 OUT OF 2 people – go online to research a product
• 1 OUT OF 4 people – go to a brand/manufacturer site to collect
information before making a decision
• 1 OUT OF 20 – actually order online
Dear Customer, what does your journey look like?
Inspiration Orientation Buy Service Buy
Early Stage
Buying Decision
Actual Buying
Decision Today
Actual Buying
Decision 2015
Period Of 1 hour several
days..
Dear Customer, please order my brand online?
• Brand Loyalty & Ecommerce Brand Loyalty is higher online than offline for ‘same households’ • Price Sensitivity & Ecommerce
• Food & Non Food Products Brand Loyalty & Price Sensitivity differences are larger with food than non- food products.
Light Online Consumer
- Online: less price sensitive - More loyal to brands
Moderate Online
Consumer - Offline: more price sensitive - Still loyal to brands
Heavy Online
Consumer - Online: very pice sensitive
An increasing number of brands and manufacturers want this...
Where to start?
1. NEW ONLINE (b2c e-commerce) 2. PRIMARY OFF LINE SALES (b2c e-commerce)
Use your web presence and internet marketing to develop overall sales
Before launching your B2C online flagship store
“Identify the gaps between
your B2B customers and the end-consumer”
1. Geographical (in a country, new countries) 2. Target Groups (e.g. busy professionals etc.) 3. Seasonal (e.g. Christmas etc.) 4. Product Depth 5. New Product Launch 6. Merchandising
Identify the gaps to fill:
Before launching your B2C online flagship store
“Consider the pricing on the flagship store”
1. Sell at list price at all time (for every country) 2. Delay markdowns on the flagship store until the
primary channel has had the chance to sell through
Before launching your B2C online flagship store
“Think of the opportunities of you
‘store’ locator”
TYPE OF STORE LOCATOR
MAKE YOUR STORE LOCATER A TIERED SYSTEM
Gold Silver Bronze
• Sell the ‘dealer locator concept’ to expand product
penetration in the stores • Feature stores that offer a special ‘service’ for your products MENTION YOUR STORE LOCATOR AT THE PRODUCT LEVEL DRIVE TRAFFIC TO YOUR STORE LOCATOR
Use B2C ‘tools’ to boost B2B sales
Provide and gather warranty information from all products in the market. Start an eCRM campaign.
Process online end-user returns for your products, regardless of the sales channel. Whether they are finished products or spare parts.
Avoid missed transactions. Provide simple tools to process in-store orders with your e-commerce
infrastructure (they will never carry all your products)
Provide syndicated content & drop shippping services to other online dealers.
Benny Sintobin e-mail : benny.sintobin@eshopinvest.eu
url : www.eshopinvest.eu telefoon : +32 (0)51 69 95 05 nr beursstand : S18
E-SHOPINVEST Managed e-commerce partnerships
download de presentatie : www.eshopinvest.eu/presentatie/tradeshow.pdf
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