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