Les webcombordx ont planché sur une recommandation pour le site nicolas.com : design, refonte du site, SEO, stratégie digitale... #WCMRS #webcombordx

1. Web Strategy
Business English - 24.01.14
!
Dior Blaiseau // Henri Guérin // Gauvin Bristiel // Alexis Fillon
#WCMRS

2. SUMMARY
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Objectives
Target
Website blueprint
E-business strategy
SEO
SEA
Social Media

3. OBJECTIVES
Nicolas = High quality + Reasonable prices
website
increase sales
better user experience
develop customer loyalty
value added services

4. TARGET
18-50 male/female
CSP+
active people
confortable with internet shopping
they may know Nicolas (or not!)
!
!
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= make Nicolas the standard for everyday wine buying

5. WEBSITE BLUEPRINT Homepage
Name
Appellation
Region
Color

6. WEBSITE BLUEPRINT Site structure
Choice
Year
Name
Number
Bottle
sign +
adress
Pay
OK + email

7. WEBSITE BLUEPRINT Site structure

8. WEBSITE BLUEPRINT Site structure

9. WEBSITE BLUEPRINT Product specifications

10. E-BUSINESS
Advanced Search Box
bring the advanced search to the homepage
search autocomplete feature
increase user experience
food and wine matching
an « akinator-like » search functionality
?
!

11. E-BUSINESS
Click-to-chat
real-time online customer service
offer support to the right person, at the right time
increase average basket value
reduce abandonment rate

12. E-BUSINESS
Fidelity Program
every order will give you « winecoins »
1$/€/£ spent = 1 winecoin earn
100 winecoin = 10% off your next order
available online + physical stores

13. E-BUSINESS
Nicolas Box
a new kind of membership
monthly fees starts at 15€ including delivery
1 box = 2 bottles selected with specialists
no commitment
15€
20€

14. E-BUSINESS
Others
free delivery in stores
weekly flash sales on nicolas.com
4 flash sales per year on specialized websites
premium account with additional functionalities

15. SEO
Current website
New website
total denial of HTML semantic
naming strategy
strange & confusing categorizing
en.nicolas.com
fr.nicolas.com
be.nicolas.com
no optimization anywhere
just keywords here and there…
!
no one at Nicolas ever worked its SEO
SEO-compatible and responsive theme
reorganization of categories
price comparators optimization
call-to-action

16. SEA
keywords
« nicolas wine » , « buy affordable wine » , « buy wine online » , « buy cheap wine » , « buy red wine »,
« buy white wine » , « inexpensive bordeaux wine », « online wine shop »…
ads
top ad
right ad
budget
8000€ / month

17. SOCIAL MEDIA
Objective : improve the current social media strategy based on the new website
keep the old page & strategy
events / new blog articles / new youtube videos / follow partners & retailers
more information about the products/ advices from Nicolas’s sommeliers
wine+food tips / SEO-oriented

18. THANK YOU !