2. Who is presenting ?
My Origin is Marketing & Retail
(GERMANOS, DIAGEO, ADVERTISING)
Now
E-Commerce Click & Mortar
Getitnow.gr & Public.gr &
Meandhome.gr Multirama.gr
3. Can I use everything I will hear?
DEPENDS On
Nature of your Company (e.g. Click and Mortar or Pure E-commerce Model?)
Phase of your Brand (Introduction, Growth, Maturity, Decline)
Investment Possibilities (Seeding Strategy or Aggressive Approach?)
Product Portfolio (Own Products or Merchant ?)
Expertise in On line Marketing (Hands on People or Agencies?)
SO JUMP IN
during presentation
7. I have got a Question!
Now Which on line store would you prefer to Buy the book called
“The Casual Vacancy” of J.K.Rowling ?
SAME PRICE £9 = 11,1€
8. Let me Help a bit MORE!
Greek Customer Support (Pre and After)
1-3 Days Shipping
Price Guarantee
Free Cash on Delivery
Free Store Pick at 19 Stores
Free return if necessary
12. It is not Good to Focus only on…
Making continuous Price Wars
Copying what the Competitor Did
Executing Blindly On line Techniques
13. My Recommendation is to
BUILD YOUR BUILD YOUR
ON LINE BRAND BRAND ON LINE
WWW. .com
14. OK … now WHAT?
How can I GENERATE
Revenues from E-commerce
15. Retail Revenue Model
Visitors
( Bring New / Sustain Old)
X
Conversion Rate
( Tackle Mental & Practical Barriers)
X
Av. Basket
( Drive Up and Cross Sell)
17. 1/7 Things to DO
Select Carefully your Target Market
& Get to Know it
Gender: Male / Female - Unisex?
Location: Greece / Balkans / International
Income High / Low Spenders
E-commerce Familiarity: Light / Heavy E-shoppers
Motivation: Price or Value Oriented
Way of Living: Multitaskers or Single Interests
Purchase Habits
Study Them In Focus Group / Live with Them
18. 2/7 Things to DO
Study thoroughly Competition
Know their Strengths & Weaknesses
Browse their E-Shop and Note Friendliness Levels
Recognize their On line Services Mix from Corporate Pages
Check Assortment and Commercial Cooperations
Find out their Promotional Tactics
Become their Fan and find out Social Media Strategy
Make a Mystery Purchase to test Fulfillment Policies
19. 3/7 Things to DO
Set Up and Support
your On Line Store Positioning
Define Your Key Promise / Brand differentiating points
e.g. My E-store stands for giving the best offers notion in the technology market
Decide Values and Personality
e.g. Practicality / Entertaining / Expertise / Innovative
Bring your Identity in Life
e.g. in the Brand Name, in the Logo, in the Iconography, in the Music of the call center
Keep it Consistent Everywhere
e.g. in your newsletters, in the signature of your e-mails to Customers
Google Campaign Ad texts , Organic Title, FunPage Description, they way agents speak on the phone
Details lead to perfection
And perfection is not a detail
20. 4/7 Things to DO
Decide your E-Retail Marketing Mix
Assortment Range. Hard Decision
What are My Destination Categories
Price Point vs Competition.
Where I follow and where not
Advertising & PR Mix. Do I use both On & Off Line
Build Traffic Partnerships. Price Engines, Deep Affiliation.
Launch Your e-commerce services (24/7 Phone, Free Return, Video Reviews)
Decide Your Packaging (Poor, Medium , or Expensive)
Define whether you Reward or not frequent purchase
21. 5/7 Things to DO
Build TRUST for your Brand
Prove your Intention as an E-shop.
Who you are. Your Background - History. Your Vision. Inspire safety.
Put others Speak about you.
PR about your achievements , Gain certificates / Seals of Reliability
Demonstrate Good Reputation from your customers in your e-shop
My customers say about me
22. 6/7 Things to DO
Convert by Making your Site
easy to Browse and Purchase
Clear Web Tree and Product Categories
Advanced Search Functions (Search Box and Facets) / Clean Catalogue
Complete & Inspiring Content
Easy Check Out
23. 7/7 Things to DO
Build Strong Relationships
with your Customers
Respect User Permissions.
Try not to Spam in Newsletters. Experiment in Segmentation.
Try to be as much Relevant Possible.
Be honest and Kind when there is an Issue. Respond Quickly
Try to Surprise. Try to Excite.
Choose your Social Platform and create Authentic Engagement
Generate Virality
24. Measure and…Measure
My Killer Metrics in E-Retailing
I. Branded Visits
II. Frequency of Visits
III. Engagement
IV. Conversion Rate
V. Post Purchase Satisfaction and Recommendation Intention
25. A Big Thank You
Nikos Varvadoukas
Group e-Business & Digital Marketing Μanager
www.linkedin.com/in/varvadoukas