Presentation at the international conference “PECOS4SMEs – Cross-border e-Commerce for SMEs” by David Kapikian. This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

2. • Creation date : 1999
• Disruptive wine retail concept
• Brick & Mortar culture
• 3 countries : France, Spain,
Switzerland
PRESENTATION

3. • 6500 products (wines, spirits, accessories)
• 40 M€ Turnover
• 120 staff members in 3 countries
KEY FIGURES

4. PRODUCT PHILOSOPHY
• Prestigious brands & rare wines
• Organic farming, « small » wine-makers
• Leader in « international » wine distribution

5. • Started selling online in 2005
• New website : spring 2013
• First responsive design wine e-store in France & Spain
• Was voted #1 wine e-commerce site in June 2014 (Revue du Vin de France)
• E-commerce : approx 4M€
E-RETAIL

6. LAVINIA’S DIGITAL PLAN
FOR 2015
>> Go cross-border >>

7. • Identify the countries to target
• Prepare a repeatable roll out plan
• Discuss this with other professionals !
FOR GOING EUROPEAN WITH E-BUSINESS ?
WHAT ARE THE FIRST STEPS

8. • Countries in which customers are used to buy cross-border
• Countries in which there is a wine culture / where our products are appealing
• Countries in which I can compete vs my future competition (product range, logistics,
customer care, marketing investments…)
• Countries where the legislation will not be a major issue
WHERE IS THE POTENTIAL ?

9. 9 STEP ROLL-OUT PLAN

10. 1
_
Backoffice & technology

11. 2
_
Legal restrictions / regulations

12. 3
_
Shipping & logistics

13. 4
_
Pricing policy

14. 5
_
Language

15. 6
_
Fiscal

16. 7
_
Payment methods

17. 8
_
Physical presence

18. 9
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Promotion