eDeal Summit London 2013

Download eDeal Summit London 2013

Post on 10-Jul-2015

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  • eDeal channel: DOs and DONTs for brands
  • eDeal channel: DOs and DON´Ts @JoseLuisFerrero
  • eDeal channel: DOs and DON´Ts Learnings from an established brand actively operating with eDeal channel in Spain @JoseLuisFerrero
  • What if⦠Brands are entering a Show without knowing the film â¦..
  • Some Brands do see a famous terrific Film â¦..
  • Some Brands do see a famous terrific Film â¦.. The War of the Worlds
  • Other Brands will see a different oneâ¦.
  • Other Brands will see a different oneâ¦.a New world full of Opportunities
  • At the end, the Show is the same, but every Brand has to find its own wayâ¦..
  • At the end, the Show is the same, but every Brand has to find its own wayâ¦.. To be Future Proof
  • Consumers love eDeals
  • Brands love Consumers
  • Consumers love eDeals Brands love Consumers eDeals and Brands need to generate âLove interactionsâ
  • Consumers love eDeals Brands love Consumers eDeals and Brands need to generate âLove interactionsâ
  • What is a âLove Interactionâ When Consumers receive more Value than expected Brands are looking for a next eDeal event
  • What is a âLove Interactionâ When Consumers receive more Value than expected Brands are looking for a next eDeal event
  • What is a âLove Interactionâ When Consumers receive more Value than expected Brands are looking for a next eDeal event
  • Only thenâ¦. an eDeal player has proven its value and can become a sustainable business with a clear reason to exist
  • DOs and
  • DOs and
  • Do take the lead to decide on your presence in eDeal Channel 1
  • Do take the lead to decide on your presence in eDeal Channel Be proactive and decide yourself when, how and with whom Let anyone decide it for you. Neither Offline or Online 1
  • Do protect your Brand by being Strategically launching eDeals 2
  • Do protect your Brand by being Strategically launching eDeals Do decide timing, products and players Become a deal Brand 2
  • Do test new initiatives and players if business model adds value 3
  • Do test new initiatives and players if business model adds value Do test niche players and products Prove Long tail potential 3 Become complacient with your actual eDeal partners
  • Do treat eDeal Channel as a Marketing Channel not only Sales channel 4
  • Do treat eDeal Channel as a Marketing Channel not only Sales channel eDeal is the cheapest way to interact with Consumers Leave free space for a great branding position to your competition 4
  • Do work in Beta, don´t wait for the perfect eDeal 5
  • Do work in Beta, don´t wait for the perfect eDeal Think first, then shoot and later do the fine tunning for the next shoot Wait for the perfect environment to do the perfect eDeal 5
  • Myths that are proven not to be true
  • Myths that are proven not to be true Consumers are not keen to buy high end brands Online eDeal players do kill established business Brand image is damaged when present on edeal channel Price is the unique driver for eDeal sales
  • Myths that are proven not to be true Consumers are not keen to buy high end brands Online eDeal players do kill established business Brand image is damaged when present on edeal channel Price is the unique driver for eDeal sales
  • Myths that are proven not to be true Consumers are not keen to buy high end brands Online eDeal players do kill established business Brand image is damaged when present on edeal channel Price is the unique driver for eDeal sales
  • Be open to try something Different! Always with caution
  • 38 José Luis Ferrero Senior Manager eCommerce @JoseLuisFerrero Thank
  • 39 José Luis Ferrero Senior Manager eCommerce @JoseLuisFerrero Thank You!