1. Retailer’s
Dilemmas
on
the
Way
to
Mul4channel
Sale
Krzysztof
Włodarczak
Marek
Górecki
E-­‐Commerce
Manager
eCommerce
Specialist
h<p://prak4ker.pl/
h<p://divante.pl/

2. What’s
this?
source:
facebook.com/MaciekGajwer
za
realitypod.com

3. Timeline
• March
2010
–
we’re
going
e-­‐commerce!
• March
2011
–
do
we
have
e-­‐commerce?
• March
2012
–
OMG
e-­‐commerce!

4. 20%
40%
60%
80%
100%
0%
Browser (i.e., Google,
43%
yahoo)
On-line DIY stores
(e.g., praktiker.pl ,
42%
ezakupy.leroymerlin.pl)
47%
Websites of DIY stores
presenting general
27%
information
Websites connected
with Home&Garden
24%
products
the store, do it online.
Manufacturer’s website
22%
On-line product or price
comparison
14%
clients who plan
service(e.g.,
shopping ahead, before visiting
On-line auctions
13%
(allegro, ebay etc.)
On-line stores selling
Home&Garden
12%
products
Websites (e.g., onet, 8%
wp etc.)
On-line blogs and
forums on building
8%
materials
Consumers’ opinions
6%
on the Internet
Sanitary products
Tools
Building materials
Home decoration and lighting
Garden
Video sites, e.g.,
0%
0%
YouTube
Social networking
service (e.g.,
0%
Facebook)
43%
46%
48%
49%
product category
51%
The role of online sources vs.
20% 40% 60% 80% 100%
Where
do
people
buy?!
We
ask
offline
foto:
whdhwhb.blogspot.com

5. Where
do
people
buy?!
We
ask
offline
Do
you
know
prak4ker.pl
e-­‐store?
Awareness Visit Purchase
Yes
5%
Yes
Yes
Yes,
52% Yes
N=732
N=495
68%
No
95%
Online
purchase
of
products
in
The
possibility
of
online
purchase
in
Home&Garden
category
Home&Garden
product
category
• Very
likely
• Rather
likely
• Neutral
Yes
No,
• Rather
not
N=260
likely
• Not
likely
at
all
• I
don’t
know
foto:
whdhwhb.blogspot.com

6. Where
do
people
buy?!
We
ask
online
What is your reason to visit the Website?
• Learning
about
discounts
• Checking
prices
• Searching
for
a
product
and
checking
its
availability
in
a
Prak4ker
store
• Finding
the
address
and
opening
hours
of
a
Prak4ker
store
• Online
purchase
of
a
product
• Others
• Tasks,
ques4ons,
help
• Gegng
professional
help
Check
product
availability
in
Prak5ker
stores

7. ROPO!
Check
product
availability
in
Prak5ker
stores
=
22x
+
ADD
TO
CART

8. More
ROPO!
Poorly
described
products
There
are
less
products
displayed
Small-­‐sized
than
the
actual
font
number
of
products
in
storea
The
most
common
commentaries
regarding
the
Website
Lack
of
small
products
(drills,
Very
few
colors
screws,
etc.)
No
promo4onal
paper

9. We’re
building…
Source:
facebook.com/MaciekGajwer
za
realitypod.com

10. • Product
descrip4on
Product
Descrip4ons
• Product
photos
• Addi4onal
descrip4on,
e.g.
size,
weight,
etc.
• Discount
price
or
addi4onal
extras
• Informa4on
about
product
availability
in
stores
What
is
the
most
important
• The
possibility
to
ask
a
ques4on
about
the
product
feature
of
a
product
page
for
• Opinions
of
other
users
• The
possibility
of
recommending
a
product
you?
to
a
friend/friends
• Similar
products
chosen
by
other
users
• Product
number
and
EAN
code
• Others
• Sugges4ons
of
the
most
commonly
purchased
products
How
does
a
detailed
product
descrip4on
influence
purchase
decision?

11. Test:
Product
Descrip4ons
–
Guidelines
We
added
500-­‐700
characters-­‐long
descrip4ons
of
100
products
from
5
categories:
• divided
into
2
paragraphs;
• including
the
following
informa4on:
– Appearance
(color,
texture,
e.g.
ma<,
shiny,
etc.);
– Product
use
(home/office,
type
of
room:
bathroom,
kitchen,
living
room
etc.);
– Style
(modern,
classic,
rural
etc.);
– Materials;
– Technical
defini4ons
(thermal
head
etc.).

12. Test:
Product
Descrip4ons
–
Results
A"er
adding
unique
product
descrip2ons,
Google-­‐generated
traffic
responding
to
the
chosen
keywords
grew
by
120%.
Similarly,
sales
of
these
products
grew
3
2mes
from
July
to
August.
33%
of
sales
comes
from
SEO.

13. Product
Descrip4ons
Today
Technical
descrip4on
(buyers/
suppliers)
Product
descrip4on
Keywords
for
a
given
product
category
(SEM
agency)
….but
product
descrip4on
is
not
just
words!
h<p://www.prak4ker.pl/produkt,37786,258/
mlotowiertarka_makita_hr2450_780w_sds-­‐plus.html

14. Almost
new…
źródło:
facebook.com/MaciekGajwer
za
realitypod.com

15. Strategy
–
Communica4on
Synergy
TV
+
OOH
+
radio
–
Maciek
Gajwer
and
the
OOH
lawn
mower
TV
+
OOH
+
radio
buy
online!
TV
+
OOH
+
radio
–
Maciek
Gajwer
and
–
Maciek
Gajwer
and
the
washcloth
the
shower
cabin

16. Mobile-­‐Generated
Traffic
and
Sales
–
Consistency
Regarding
the
Offer,
Communica4on
and
Sales
Channels

17. Strategy
of
Development
+
Synergy
• Online
sales
increase
aver
launching
new
channels
of
promo4on
• Using
the
ROPO
effect
to
increase
sales
in
stores
• Gaining
unique
market
domina4on
regarding
func4onality,
usability
and
technology
• Increasing
the
effec4viness
via
op4miza4on
of
client
service,
store
management,
logis4cs
and
legal
processes

18. In
the
end,
sales
is
always
crucial!

19. Summary
źródło:
facebook.com/MaciekGajwer
za
realitypod.com

20. Rekomendacje
–
06.2011
Test,
learn,
go!

21. HOW TO FIX (ALMOST)
EVERYTHING
Does
it
move?
Yes
No
And
should
it
And
should
it
move?
move?
Yes
No
Yes
No
Problem
solved!
Silver
tape
Thank
you!
facebook.com/MaciekGajwer

22. Information about
Divante

23. The Quality of Service
• Sa/sfac/on
from
the
coopera/on
with
our
agency:
4.6
/
5
-­‐
2nd
place
in
Poland
The
survey
carried
out
on
all
Divante
clients
by
Media&Marke4ng
Poland
in
2011.
• Sa/sfac/on
from
our
customer
service:
4.9
/
5
–
3rd
place
in
Poland
The
survey
carried
out
on
all
Divante
clients
by
Media&Marke4ng
Poland
in
2011.
• 100%
of
our
clients
would
recommend
us
to
their
friends.
The
survey
carried
out
on
all
Divante
clients
by
Divante
Company
in
2010.
• Almost
60%
new
ques/ons
which
we
receive
comes
from
the
references
from
our
previous
customers.
• 10
/10
points
in
„punctuality
and
reliability”
category.
The
survey
carried
out
on
all
Divante
clients
by
an
independent
unit
in
2009.

24. The Quality of Work
New
ideas
helping
to
improve
the
func2oning
of
a
company.
-­‐
Puls
Biznesu
magazine,
2009
Such
examples
show
that
our
economy
is
really
innova2ve
and
has
a
huge
poten2al
of
the
human
capital.
-­‐
Sebas4an
Christow,
Ministry
of
Economy
of
the
Republic
of
Poland
Divante
is
able
to
connect
product
innova2ons
with
the
care
for
the
best
quality
of
its
customer
service.
Thanks
to
that,
Divante
carries
out
projects
for
clients
in
Poland
and
all
over
the
world.
-­‐
Michał
Żyliński,
Microsov
A
great
communica2on
and
openness
to
new
solu2ons,
these
are
certainly
the
strong
sides
of
the
team.
-­‐
Izabela
Dauksza,
Coordinator
of
Project
Managers,
Gazeta.pl

25. Technology
• Scalability
–
PromoRing
enables
ca.
5
mln
PV
per
day,
serving
3
mln
UU
per
month
• Flexibility
-­‐
.NET,
Django,
PHP
• We
are
a
partner
of
Apple
and
the
Microsov
Company
• We
are
integrated
with
many
outside
systems
(improvement
systems,
warehouse
systems,
ERP,
CRM)

26. Thank you for your attention
Contact
divanteltd.com
info@divanteltd.com
twi<er.com/divanteltd
phone:
+48
71
34
22
406