This case study has been created with some fictive figures plus some real figures provided by Tchibo Czech Rep. residing in Prague 4. Part of the case study was e-shop audit which you can download also. For this audit I used paid Alexa analysis as I did not have an access to Google Analytics data. Hope this CS will help you:-)

1. Company
LOGO
TCHIBO case study
by Dagmar Myskova
v.1.0 created 12.12.2011
www.tchibo.cz
Friday, 16 December 2011 1

2. Company
LOGO
Content:
• 1.Background Information
• 2.E-shop analysis
• 3.E-shop Recommendations
• 4.Marketing plan
• 5.Sources used
www.tchibo.cz
Friday, 16 December 2011 2

3. 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 current
weaknesses
• 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
Friday, 16 December 2011 3

4. Company
LOGO
2. E-shop analysis - statistics summary
- Tchibo.cz is ranked #36,835 in the world according to the three-month Alexa traffic
rankings, 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 overall
population 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
Friday, 16 December 2011 4

5. Company
LOGO
2. E-shop analysis - Usability + SEO
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 same
Meta 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
Friday, 16 December 2011 5

6. Company
LOGO
2. E-shop analysis - Performance and Security
The speed at which your web pages load affect the user experience,
conversion rates, and the number of pages that search engine crawlers
will download from your site. Google has also announced that they use
page 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 and
the Performance pages are being loaded is very good.
www.tchibo.cz
Friday, 16 December 2011 6

7. Company
LOGO
2. E-shop analysis - Tags and Analytics
1. No type of tag analytics found on website such as Google Analytics
or 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
Friday, 16 December 2011 7

8. Company
LOGO
2. E-shop analysis - Reputation - links from top sites
Ranked 36,835 with links from 53 sites in Alexa's list of the top 100,000 sites. Compared to
sites 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 traffic
rank with respect to the number of links-in.
www.tchibo.cz
Friday, 16 December 2011 8

9. Company
LOGO
3. E-shop - recommendations 1
• 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 and
move 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 find
because 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.
www.tchibo.cz
Friday, 16 December 2011 9

10. Company
LOGO
3. E-shop - recommendations 2
• 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 meta
descriptions with other pages that have different content.
• Promote your site by increasing the number of links to your site
from popular sites with relevant content. We only found 53 sites that
link 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 that
page.
• Fix the broken links on your site.
www.tchibo.cz
Friday, 16 December 2011 10

11. Company
LOGO
AFTER E-SHOP IS DONE
LET’S MAKE THE SHOPPING FUN!
Marketing
www.tchibo.cz
Friday, 16 December 2011 11

12. Company
LOGO
4. Marketing Plan - Executive Summary
• 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 customers
through:
• Organic growth
• Lead generation
• PPC campaigns
• Affiliates and E-shop optimization
• Direct emails and CRM
• Customer retention - increasing value orders and repeated purchase by
using best ESP in the world working with millions of users as with one
uniquely monitored person. Delivering best targetted messages,
products and dynamic content in the perfect time.
www.tchibo.cz
Friday, 16 December 2011 12

13. Company
LOGO
4. Marketing Plan - Situation Analysis
- 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 retailers
with 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 numbers
on next slide - Internet Retailing value share forecast 2011)
Tchibo is the only internet retailing seller that combines internet sales with
warehouse retailing experiencing unexpected success (160% sale growth)
www.tchibo.cz
Friday, 16 December 2011 13

14. Company
LOGO
4. Marketing Plan - Situation Analysis
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 without
media spendings is 10-20%
Expected growth of Value order is 10% and more
www.tchibo.cz
Friday, 16 December 2011 14

15. Company
LOGO
4. Marketing Plan - Tchibo customers CZ
Tchibo customers definition by Age, Education, Gender, Children status
and Browsing location
www.tchibo.cz
Friday, 16 December 2011 15

16. Company
LOGO
4. Marketing Plan - Tchibo customers CZ
Tchibo target group comparison to sites with similar users - tips for
future cooperation.
Gender
Age
www.tchibo.cz
Friday, 16 December 2011 16

17. Company
LOGO
4. Marketing Plan - Tchibo customers CZ
Tchibo target group comparison to sites with similar users - tips for
future cooperation.
Education
Browsing location
www.tchibo.cz
Friday, 16 December 2011 17

18. Company
LOGO
4. Marketing Plan - Objectives
• 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 at
least 4x a year with 55 Eur order value (annual order value 220
Eur)
• Make every customer “Tchibo-shop” at least 4 times a year
•
www.tchibo.cz
Friday, 16 December 2011 18

19. Company
LOGO
4. Marketing Plan - Strategies
• 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, Cost
per Shipping
• Silverpop implementing (ESP that can be used instead of CRM)
• Implementing XML feed from e-shop actual offers that will reflect stock
availability 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
www.tchibo.cz
Friday, 16 December 2011 19

20. Company
LOGO
4. Marketing Plan - Tactics 1
• Become exclussive reseller of products usually bought by families and
expand e-shop product range without the need for holding products on
stock (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 MLM
tools (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 on
customer preferences and behaviour - dynamic mailing content with
dynamic subject line behaving according to the customer preferences.
www.tchibo.cz
Friday, 16 December 2011 20

21. Company
LOGO
4. Marketing Plan - Tactics 2
• VIP cards with discounts based on pre-pay or post-pay action
• Creating bookmarks with another products and services offer that do
not 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 brand
advocates
• Maximizing the power of Social Sharing
www.tchibo.cz
Friday, 16 December 2011 21

22. Company
LOGO
4. Marketing Plan - Budget
www.tchibo.cz
Friday, 16 December 2011 22

23. Company
LOGO
5.Sources used
www.tchibo.cz
Friday, 16 December 2011 23