Παρουσίαση του Παναγιώτη Γκεζερλή για το πώς τα FMCGs θα κερδίσουν τους καταναλωτές στο eCommerce.

1. Αποδοτικές Κινήσεις
του brand στο e-shop
για πωλήσεις
online & offline
CONVERT GROUP
Παναγιώτης Γκεζερλής, CEO

2. eCommerce Strategy & Business Planning
eCommerce Platform Commercial Specs
eCommerce Operations
eCommerce Vendor Selection
eCommerce Monthly Consulting
eCommerce Internal Training
Position’s description development
Specialized e-headhunting
Screening and Assessment
Monthly Analysis for Brands
Quarterly Market Overview
eCommerce in Greece Insights
eBusiness
Consulting
Talent
Recruiting
Market
Intelligence

3. A few Brands & Retailers
we have consulted

4. Online Pharmacy & Grocery Consulting
approx
30M€ in
beauty,
food suppl.
approx
18M€ in
e-grocery
eTailer
Strategy & Business Planning
Platform Commercial Specs
eCommerce Operations
Internal Training
FMCG brand
Strategy & Business Planning
eCommerce Market Research
eBusiness Team Recruiting
Internal Training
Clients we have advised

5. 6 eCommerce Trends for Greece
*from our point of view

6. Online Pharmacies in Greece
Market claims that exist 700 online pharmacies
We have identified 250
125 of them have traffic above 2K/ month
Estimated market turnover for 2015: €70M
Top 30 of them have 80% of that turnover

7. ©Convert Group
Online Supermarkets are on the rise
3,6% of estimated. offline
grocery turnover of €10B
* Past experience with
online pharmacies
sector
** In accordance to UK
online grocery plus
5years
*** With feedback from
key stakeholders on
grocery sector

8. Οnline sales are rapidly increasing
across channels and
FMCG brands find it impossible to control or
benchmark online activity

9. Product Assortment
An online pharmacy may have from
2.000 to 20.000 unique SKUs
Typically between
6-8K SKUs
Selling monthly from
1.000 to 8.000
unique SKUs

10. FMCG managers
struggle to find their
eCommerce market shares

11. Multiple touch points will lead to sale
In 5 years it’ll be
just COMMERCE
BUT no one is
ready to
quantify it

12. Cross border eCommerce

13. Cross border eCommerce (from a village in Drama)

14. To your
customers
Through your
retailers

15. Online is a channel of commerce not far different from offline
§ Are our product images sexy and up-to-date?
§ Do we have the right mix of products in the online channel?
§ Are our products in the right aisles (menu categories)?
§ Do our product pages have all the additional information needed to
reassure consumers?
§ Do online stores use accurate, consumer-friendly descriptions?
§ How does our digital product portfolio compare to competitors?
§ How are our online promotions actually executed?
§ What do consumers say about our products online?
§ Which retailers sell our products and how much?

16. § Are our product images present and up-to-date?
§ Do we have the right mix of products in the online channel?
§ Are our products in the right aisles (menu categories)?
§ Do our product pages have all the additional information
needed to reassure consumers?
§ Do online stores use accurate, consumer-friendly
descriptions?
§ How does our digital product portfolio compare to
competitors?
§ How are our online promotions actually executed?
§ What do consumers say about our products online?
§ What is our products’ penetration?
§ Which retailers sell our products and how much?
Online is a channel of commerce not far different from offline..
7 quick tips
to get you started
on the way to being everyone’s favorite retailer J

17. 0
50
100
150
200
250
300
350
400
450
pharmacy4u.gr
tofarmakeiomou.gr
ofarmakopoiosmo…
pharmacy295.gr
pharm24.gr
pharmacydiscount…
smile-pharmacy.gr
2happy.gr
wecare.gr
healthcorner.gr
pharmacy2go.gr
pharm16.gr
boxpharmacy.gr
vita4you.gr
bestpharmacy.gr
pharmacy128.gr
youpharmacy.gr
inatural.gr
vivapharmacy.gr
healingpowerphar…
familypharmacy.gr
pharmacy-care.gr
ifarmacy.gr
likepharmacy.gr
ikeapharm.com
pharmacyonlinesh…
pharmacyonclick.gr
pharmaplus.gr
pharmnet.gr
zachospharmacy.gr
Thousands
PHARMACIES_APRIL VISITS
Mar 16' Apr 16'
Get to know the market’s players
Tip for Brands:
Monthly visits in NOT
the only factor for
success
cluster1
>100K
cluster2
50-100K
cluster3
20-50K
cluster4
10-20K
cluster5
5-
10K

18. You DO NEED a team
Tip for Brands:
Just accept there is
none's spare time for
that!
§ Inform them
ü product data
ü Marketing content
§ Guide them
ü Engage them into the
overall brand’s strategy
§ Consult them
ü Drive innovation
ü Share global trends

19. The key account manager in charge of online retailers
Tip for Brands:
If he knows digital , the
Brand knows digital
Oh boy, he has to
get it
ü Know online
KPIs
ü Know
competition
ü Know digital
channels

20. Plenty promotional activities
Tip for Brands:
Pick activities that can
prove valuable to both
of you
newsletter
1rst row in list page
Sponsored banners in home, list page or Basket
Special exclusive promos
OR
Recommendation in product page

21. Product mix and category penetration
Dermocosmetics Baby Care Healthcare Other
- FACIAL & BODY CLEANSING
- FACE & BODY CARE
- MAKE UP
- SUNCARE
- ANTI CELLULITE
- DEODORANTS
- DEPILATORIES
- HAIR
- MEN
- FRAGRANCES+BODY WATERS
- BABY FOOD
- DIAPERS
- BABY TOYS
- BABY CLOTHING
- BABY FEEDING
- BABY HYGIENE/ GROOMING
- BABY FURNITURE/ TRANSPORTATION
/ SAFETY
- MEDICAL EQUIPMENT / DEVICES
- FIRST AID
- NUTRITION
- ORAL & MOUTH CARE
- FOOD SUPPLEMENT-VITAMINS
- OPTIC APPLIANCES
- DEVICES
- GADGETS
- BATTERIES
- ETC
Tip for Brands:
Expand your online product
offering to categories where
you perhaps least expected

22. Distribution Of Online Sales (online pharmacies)
Total Sales Distribution across categories
46%
16%
37%
1%
2015
Other
Health Care
Baby Care
Dermocosmetics

23. Distribution Of Dermocosmetics Sales (ePharmacies)
FACIAL & BODY CLEANSING
14%
FACE & BODY CARE
45%
MAKE UP
8%
SUNCARE
13%
ANTI CELLULITE
8%
DEODORANTS
1%
HAIR
8%
MEN
1%
FRAGRANCES+B
ODY WATERS…
Dermocosmetics: 2015

24. Distribution Of Baby Care Sales (ePharmacies)
TOYS
0%
CLOTHING
0%
BABY FURNITURE/ TRANSPORTATION / SAFETY
1%
BABY FOOD
39%
BABY HYGIENE/
GROOMING
60%
Baby Care: 2015
About half
is Diapers
9%
19%
38%
3%
14%
17%
Baby Care> Baby Hygiene/ Grooming :2015
Baby creams
Baby shampoos and
bodywash
Diapers
Baby wipes
Diaper rush cremes
Other

25. Distribution Of Health Care Sales (ePharmacies)
50%
10%
2%
4%
15%
19%
Health Care: 2015
FOOD SUPPLEMEMTS & VITAMINS
ORAL & MOUTH CARE
OPTIC APPLIANCES
MEDICAL EQUIPMENT / DEVICES
FIRST AID
PHAMACEUTICALS
OTHES

26. Δωρεάν από: €39,00 <6kg Δωρεάν από: €35,00 <2kg Δωρεάν από: €39,00 <3kg Δωρεάν από: €29,00
Πανελλαδική Παράδοση: €2,00 Εντός Νομού: €2,00 Πανελλαδική Παράδοση: €2,00 Πανελλαδική Παράδοση: €2,30
Eπιπλέον κιλό: checkout >6kg Εκτός Νομού (-δυσπρ): €2,50 Eπιπλέον κιλό: €0,90 >3kg Αντικαταβολή: €1,00 free για >100€
Αντικαταβολή: €1,00 Eπιπλέον κιλό: checkout >2kg Αντικαταβολή: €0,90 Πάτρα δωρεάν!
Αντικαταβολή: €1,00 free για >100€
Δωρεάν από: €30,00 <6kg Δωρεάν από: €50,00 <2kg Δωρεάν από: €39,00 <4kg Δωρεάν από: €29,00 <2kg
Εντός Αττικής: €2,00 Εντός Αττικής: €1,90 Πανελλαδική Παράδοση: €2,00 Πανελλαδική Παράδοση: €2,00
Υπόλοιπο Ελλάδα (-δυσπρ) €3,00 Υπόλοιπο Ελλάδα €2,20 Eπιπλέον κιλό: €0,80 >4kg Eπιπλέον κιλό: checkout >2kg
Eπιπλέον κιλό: €1,00 >6kg Eπιπλέον κιλό: €0,90 >2kg Αντικαταβολή: €1,00 Αντικαταβολή: €0,90 free για >39€
Αντικαταβολή: €1,50 free για >50€ Αντικαταβολή: €1,50
Δωρεάν από: €39,00 <2kg Δωρεάν από: €39,00 Δωρεάν από: €39,00 <2kg Δωρεάν από: €35,00 <2kg
Πανελλαδική Παράδοση: (-δυσπρ) €2,00 Πανελλαδική Παράδοση: €2,00 Εντός Αττικής: €1,50 Πανελλαδική Παράδοση: €1,80
Eπιπλέον κιλό: €1,00 >2kg Αντικαταβολή: €1,50 Υπόλοιπο Ελλάδα €2,00 Eπιπλέον κιλό: checkout >2kg
Αντικαταβολή: €1,00 Eπιπλέον κιλό: checkout >2kg Αντικαταβολή: €2,00
Αντικαταβολή: €1,80
Δωρεάν από: €35,00 <3kg Δωρεάν από: €45,00 Δωρεάν από: €39,00
Πανελλαδική Παράδοση: €2,00 Πανελλαδική Παράδοση: €3,50 Πανελλαδική Παράδοση: €2,50
Eπιπλέον κιλό: checkout >3kg Αντικαταβολή: €0,00 Αντικαταβολή: €1,85
Αντικαταβολή: €1,00
2healthy
inatural
galinos4all
pharmacy295 smilepharmacy pharmacy4utofarmakeiomou
pharmacydiscount wecare pharm24ofarmakopoiosmou
boxpharmacy pharm16
pharmasofia
2happy
Δωρεάν από: €39,00 <2kg
Πανελλαδική Παράδοση (-δυσπρ):€2,00
Αντικαταβολή: €1,50
Eπιπλέον κιλό: €1,00 >2kg
Δυσπροσιτες: €5,00
Avg
Free Shipping threshold
Tip for Brands:
Propose free shipping
for baskets containing
your brand’s products

27. Don’t forget Skroutz!
Tip for Brands:
As a Brand, being on
Skroutz does not relate
to being a ‘cheap’ brand

28. Some facts about this platform
Ø Skroutz has 15M visits per month
& 25M searches/ month
Ø Skroutz is a new search engine
Ø Many customers think that Skroutz is an online store!
Ø Skroutz has the power to transform a market (like it’s new
product Leaf)
Ø It is the largest online browsing ‘eshop-like’ experience
Ø Advertisement wise, Skroutz has some first class banner
positions.
Ø ROPO: more than 50% searched online prior to purchasing

29. Av. Basket, Items per Basket & CR
© 2016 Convert Group | eRetailAudit of Online Pharmacies in Greece | Allrights reserved
marketing impact
Based on data from eRetail Audit Market
Avg.products per basket
37€ plus VAT
Avg.value per basket3,8
2.3%
2.5% 2.4% 2.5%
2.3% 2.3%
2.6% 2.6%
2.9%
2.6%
2.9% 2.9%
3.1%
1.0%
2.0%
3.0%
4.0%
ΑΠΡ-15 ΜΆΙ-15 ΙΟΎΝ-15 ΙΟΎΛ-15 ΑΎΓ-15 ΣΕΠ-15 ΟΚΤ-15 ΝΟΈ-15 ΔΕΚ-15 ΙΑΝ-16 ΦΕΒ-16 ΜΆΡ-16 ΑΠΡ-16
CONVERSION RATE BENCHMARK
avg

30. Impact of Marketing Channel (last click)
© 2016 Convert Group | eRetailAudit of Online Pharmacies in Greece | Allrights reserved
marketing impact
Based on data from eRetail Audit Market
14%
8%
12%
19%
23%
24%
3%
1%
2%
18%
19%
20%
5%
8%
7%
10%
13%
10%
12%
10%
11%
18%
18%
15%
ALL PRODUCTS
VICHY
LA ROCHE POSAY
BASKET ANALYSIS OF SALES SO AS TO IDENTIFY IMPACT OF MARKETING CHANNELS
Skroutz/Bestprice Google CPC Referral Organic Facebook Newsletters Direct Unidentified
Category 1
Product 1
Product 2

31. The future ahead in eCommerce
No eCommerce
JUST commerce
Omnichannel Commerce
1 2
Data like retail market shares,
turnover and benchmarking KPIs
will not be related to offline
measurements anymore.
If part of your sales in online
you should know how much

32. Thank you
Panayotis Gezerlis
Head of Consulting, CEO
t: 693 245 6584
m: 215 215 7300
pgezerlis@convertgroup.com