Online Grocery workshop για Λιανεμπόρους & Προμηθευτές. από την Convert Group με την υποστήριξη του

Transcript

1 Online Grocery workshop για Λιανεμπόρους & Προμηθευτές από την Convert Group με την υποστήριξη του

2 Workshop details Στο chat μπορείτε να υποβάλλετε ερωτήσεις και να μιλάτε με τους υπόλοιπους συμμετέχοντες Μπορείτε να τρώτε άνετα chips (τα μικρόφωνά σας είναι by default στο mute) Αν σας ζητηθεί να κάνετε απαντήσετε σε κάποια ερώτηση, υπάρχουν interactions: Θα γίνουν δυο 10λεπτα διαλείμματα σε κάθε τρίωρο Στο τέλος κάθε ημέρας θα σας ζητήσουμε αξιολόγηση με σύντομο ερωτηματολόγιο Θα λάβετε πιστοποίηση παρακολούθησης από την eskills Center

3 About Convert Group ebusiness Consulting ecommerce Strategy & Business Planning ecommerce Platform Commercial Specs ecommerce Operations ecommerce Internal Training ecommerce Competion Analysis ecommerce Monthly Consulting Online Market Shares Online Market Insights Marketing Impact analysis Market Intelligence Talent Recruiting Position s description development Specialized e-headhunting Screening and Assessment

4 A few clients we have consulted

5 Online Grocery Consulting Specialists etailer Strategy & Business Planning Platform Commercial Specs ecommerce Operations Internal Training Clients we have advised FMCG brand Strategy & Business Planning ecommerce Market Research ebusiness Team Recruiting Internal Training approx 18M in e-grocery approx 30M in beauty, food suppl.

6 Οι εισηγητές σας Παναγιώτης Γκεζερλής CEO & Head of Consulting Μάνος Κουμαντάκης ebusiness Consultant Έλενα Χαϊλαζοπούλου ebusiness Consultant Convert Group

7 DAY 1: Online Supermarkets 6/10/16 DAY 2: FMCG Brands 13/10/16 Παράγοντες επιτυχίας για FMCG brands σε ηλεκτρονικά supermarkets Ενδεικτική στρατηγική για FMCG brands στο online supermarket και τρόποι διαφοροποίησης Έξυπνες ιδέες για προσφορές των brands στο ηλεκτρονικό εμπόριο Ποιούς νέους ρόλους, δεξιότητες & οργανογράμματα χρειάζονται τα online supermarkets και τα FMCG brands Ματιά στο μέλλον του online grocery Online Grocery workshop Day 2

8 Παράγοντες επιτυχίας για FMCG brands σε ηλεκτρονικά supermarkets

9 Have an Omnichannel strategy

10

11 Lets lay out concerns here Is it really that big of an opportunity for our company? How Omnichannel alters marketing strategy? What will it take for us to win with online partners and retailers? Should we launch our own online direct-to-consumer (DTC) sales channel? How should we structure our e-commerce organization?

12 Lets lay out concerns here Is it really that big of an opportunity for our company? ecommerce penetration rates per category differ Product Consideration Timing Ratio of price to shipping costs Physical handling and sampling Ease of transport Shelf stability For some brands it s a killer opportunity, for some other is an important trend to follow Keep in mind: increasing number of in-store purchases are influenced by digital engagement along the path to purchase

13 Lets lay out concerns here How Omnichannel alters marketing strategy? Marketing -> Digital Marketing -> Omnichannel marketing It is not about 2 different budgets Replicate the scale of traditional mass media, such as television and print with digital synergies. Remember ROPO Use retailers digital assets to drive sales across channels Have a solid, unified marketing identity across channels ROI assessment should include both online and offline

14 Lets lay out concerns here What will it take for us to win with online partners and retailers? Team + Digital mentality More on the next section

15 Lets lay out concerns here Should we launch our own online direct-to-consumer sales channel? 1. YES! 2. Why not?! 3. DTC website DOES NOT mean eshop

16 Lets lay out concerns here Should we launch our own online direct-to-consumer sales channel? The benefits of a DTC presence: Directly access your consumers Drive consumer engagement and deliver your own branded experience Consider it your own learning lab (online stats, assortment, A/B testing, personalized offers, customer segments etc) It will empower the more transactional side of brands/ manufacturers Conflict with existing retail partners? Here are some thoughts - Keep on funding them - Drive traffic to their sites - Develop exclusive differentiated products - Keep price limits

17 Lets lay out concerns here How should we structure our e-commerce organization? ~Probably like that~ Check out section 4

18 Ενδεικτική στρατηγική για FMCG brands στο online supermarket και τρόποι διαφοροποίησης

19 Identify the most promising partners Criteria in identifying online retailers: Sales volume Willingness to collaborate Posture regarding data sharing Content syndication Experimentation Disconnect from offline retailers strict channels mentality Start with a selection of few

20 Through your retailers To your customers

21 Are our product 1 images sexy and up-to-date?

22 We all know that store appearance drives shopper attitude in traditional stores. The online store is no different.

23 Screenshot from a greek eshop: List Page

24 #1 Images

25 1. LIGHT IT UP! 2. WHITE IT UP! #1 Images 3. LINE IT UP! 4. LIVEN IT UP! 5. SPICE IT UP!

26 Are our products in 2 the right aisles (menu categories)?

27 People Search for the products they need

28 Do our product 3 pages have all the additional information needed?

29 Do online stores use 4 accurate, consumerfriendly descriptions?

30 Product Manager s responsibilities Νέα κατηγορία, νέοι προμηθευτές Επιλογή & συντήρηση προϊόντων Pricing & προωθητικές ενέργειες Αγορές, forecasting, επιστροφές They require DATA from providers: image brand price description attributes Αξιολόγηση προμηθευτών

31 How does our 5 digital product portfolio compare to competitors?

32 How are our online 6 promotions actually executed?

33 Impact of Marketing Channel (last click) marketing impact Based on data from eretail Audit Market BASKET ANALYSIS OF SALES SO AS TO IDENTIFY IMPACT OF MARKETING C HANNELS Skroutz/Bestprice Google CPC Referral Organic Facebook Newsletters Direct Unidentified 6 Product 1 LA ROCHE POSAY 12% 24% 2% 20% 7% 10% 11% 15% Product 2 VICHY 8% 23% 1% 19% 8% 13% 10% 18% Tip for Brands: ALL PRODUCTS Category 1 14% 19% 3% 18% 5% 10% 12% 18% You should be able to know your numbers 2016 Convert Group eretail Audit of Online Pharmacies in Greece All rights reserved

34

35

36 What do 7 consumers say about our products online?

37

38 Find your mentions

39 Which retailers sell 8 our products and how much?

40 Pricecomp

41 Monitor your competitors

42

43

44 Do I produce 9 enough content for my brand?

45 Content Marketing for brands Content teams in-house Use new technology to identify users interests & enhance content Focus on quality over quantity Measure ROI by testing (segment audiences) Invest more in Content. You can control it!

46 Online is a channel of commerce not far different from offline.. 5 Are quick our product images tips 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)? to Do our get product you pages started 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? on the way to being everyone s favorite retailer

47 You DO NEED a team Inform them product data Marketing content Guide them Engage them into the overall brand s strategy Consult them Drive innovation Share global trends 1 Tip for Brands: Just accept there is none's spare time for that!

48 The key account manager in charge of online retailers Oh boy, he has to get it Know online KPIs Know competition Know digital channels 2 Tip for Brands: If he knows digital, the Brand knows digital

49 Product mix and category penetration 3 Dermocosmetics Baby Care Healthcare - 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 Tip for Brands: Expand your online product offering to categories where you perhaps least expected

50 Don t forget Skroutz! 4 Tip for Brands: As a Brand, being on Skroutz does not relate to being a cheap brand

51 Plenty promotional activities newsletter Sponsored banners in home, list page or Basket 5 1rst row in list page Special exclusive promos OR Recommendation in product page Tip for Brands: Pick activities that can prove valuable to both of you

52 Έξυπνες ιδέες για προσφορές των brands στο ηλεκτρονικό εμπόριο

53 Sponsored Banner in list pages

54 Homepage Product Reviews

55 Homepage banners

56 Special offers exclusively online

57 Newsletters

58 List page merchandising The default sorting option is the key!

59 Skin

60 Recommendations in product page

61 Banners in checkout or thank you page

62 Free Shipping threshold pharmacy295 smilepharmacy tofarmakeiomou pharmacy4u 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 ofarmakopoiosmou pharmacydiscount wecare pharm24 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 2happy boxpharmacy pharm16 inatural 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 Avg Αντικαταβολή: 1,00 Eπιπλέον κιλό: checkout >2kg Αντικαταβολή: 2,00 Αντικαταβολή: 1,80 pharmasofia galinos4all 2healthy 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 Δωρεάν από: 39,00 <2kg Πανελλαδική Πα 2,00 Αντικαταβολή: 1,50 Eπιπλέον κιλό: 1,00 >2kg Δυσπροσιτες: 5,00 Tip for Brands: Propose free shipping for baskets containing your brand s products

63 ecoupons

64 Ποιούς νέους ρόλους, δεξιότητες & οργανογράμματα χρειάζονται τα online supermarkets και τα FMCG brands

65 Future Past Present Digital Team Structures Informal Centralized Hybrid

66 Chief Digital Officer

67 Companies owning the front-end

68 New roles in the digital workspace Digital Marketing Experts Social Media Expert Performance Marketing Expert Web Manager Conversion Rate Optimisation Manager / User experience SEO Expert Web Analytics Expert Big Data Experts Agile Programmers Mobile Experts Virtual Payments Experts

69 New roles in the digital workspace Social Media Expert: Η εικόνα της εταιρείας στα social media. Εικόνα και κείμενο, αλλά και γνώση αλγορίθμων για βέλτιστη απόδοση των posts σε όσο μεγαλύτερο κοινό στόχο. Data driven 3-4χρ+ εμπειρία σε διαχείριση social media 2-3 μεγάλων brands Δημιουργικός σε θέματα Εικόνας & Κειμένου Self-learner: Να ανακαλύπτει συνεχώς νέες τεχνικές στα social media και τις νέες τάσεις πριν από τον ανταγωνιστή μας. Performance Marketing Expert: Χειρίζεται πληρωμένες διαφημίσεις σε Google Adwords, Facebook και άλλα διαφημιστικά μέσα. Βλέπει το αποτέλεσμα αυτών των ενεργειών και το μετράει σε απόδοση Data driven 3-4χρ+ εμπειρία σε performance marketing με 1Μ+ spend πελατών Αντιλαμβάνεται εμπορικές ανάγκες, δεν πρέπει να χάνεται στα data Self-learner

70 New roles in the digital workspace Web Manager: Διαχειρίζεται τα sites του Οργανισμού ως προς το front-end (εικόνα προς τον χρήστη), αλλά και αντιλαμβάνεται και επηρεάζει τα θέματα του back-end (τεχνικά). Συνεργάζεται με το business για να έχει περιεχόμενο για τα sites Data driven 3-4χρ+ εμπειρία σε διαχείριση websites 2-3 μεγάλων brands Γνωρίζει τις τεχνολογίες για τα sites Έχει αισθητική Self-learner Conversion Rate Optimisation Expert / User Experience: Τεστάρει συνεχώς βελτιώσεις στα sites για να καταφέρει καλύτερη εμπειρία από τους χρήστες αλλά και καλύτερα αποτελέσματα για τον οργανισμό. Data driven 3-4χρ+ εμπειρία σε Conversion Rate Optimisation Αντιλαμβάνεται στατιστική

71 New roles in the digital workspace SEO Expert: Προσπαθεί να βγαίνουμε ψηλά στις αναζητήσεις που κάνουν οι χρήστες στο google, yahoo, κτλ. Data driven 3-4χρ+ εμπειρία στο SEO Updated συνεχώς με νέες εξελίξεις σε αλγορίθμους Μηχανών Αναζήτησης Web Analytics Expert: Το "μυαλό του digital οργανισμού. Τακτοποιεί όλα τα δεδομένα των παραπάνω σε meaningful data για να μπορεί να τα επεξεργάζεται ο οργανισμός. Data driven 3-4χρ+ εμπειρία σε Web Analytics Έχει εμπορικό sense.

72 New roles in the digital workspace Bid Data Expert: Προσπαθεί να επεξεργαστεί τεράστιο όγκο δεδομένων (digital και non-digital) για να δώσει meaningful αξία στον οργανισμό. Προτιμούμε πλέον να έχει εμπορικό sense, όχι ΙΤ. Agile Programmers: Προγραμματιστής που έχει μάθει στην διαδικασία του agile και συνεργάζεται στενά με το business και σε στάδια για να υλοποιηθεί ένα έργο πληροφορικής. Mobile Experts: Γνωρίζουν τις τάσεις και το consumer journey στο mobile (κινητά, ταμπλέτες, smart-watches, beacons), ώστε να προσαρμόσουν τον οργανισμό προς αυτή την κατεύθυνση. Virtual Payment Experts: Γνωρίζουν από θέματα B2C & B2B ηλεκτρονικών πληρωμών και όλες τις νέες τάσεις και φέρνουν νέες προσεγγίσεις σε ένα τραπεζικό οργανισμό, διαφορετικές από αυτές που είχαν τα γνωστά τραπεζικά προϊόντα.

73 New roles in the digital workspace Website management Create and manage websites Collect content Rewrite/ enhance & Update content Set analytics goals Monitor KPIs Drive change and improvement actions Create ad hoc landing pages Monitor website performance Social Media Create social media pages Plan and create content Post content Moderate comments Use appropriate SEO guidelines on copy Set, Measure & Analyze SM KPIs, like Growth of Likes, Reach, Engagement, Leads Content Strategy Promotion Strategy Monitor competition's SM strategy Uses SM Analysis Tools SEO Keyword research and strategy Optimize website architecture to comply with SEO Link building Handle technical SEO crawl errors, data mark up, xml sitemaps etc. Align with Social Media and Copywriting Monitor competition's SEO Monitor & report on SEO KPIs Analyze data from Web Analytics & Google Search Console marketing Content, subject line, recipients selection, segmentation A/B testing and optimization Communicate company's brands Implement remarketing strategies Track and report on campaigns Build and maintain calendar Develop innovative techniques to increase sales and revenue Implement new recruitment techniques UX/UI Use data to drive design change Execute all visual design stages Conceptualize ideas that bring simplicity and user friendliness Create wireframes, user flows, process flows and site maps to effectively communicate interaction and design ideas Ensure Unified experience across digital platforms Conversion optimization Use quantitate data to analyze optimization needs Structure, build, and track tests (Like on homepages, landing pages download forms, marketing messages, callsto-action, etc.) Translate both qualitative and quantitative test results into actionable business insights Optimize site/page performance to increase clicks & conversions Paid & Display marketing Decide and evaluate portals to advertise day-to-day management of CPC and CPA optimize campaigns Manage channel budgets daily and weekly reports understand the key drivers of performance proactively adjust bids to hit goals

74 The 1st most basic characteristic we should aim for: Άτομα που λαμβάνουν ορθολογικές αποφάσεις μελετώντας δεδομένα Data-Driven Decision Makers Αλλιώς την πατάμε από τους HI.P.P.Os, (Highest Paid Person Onsite)

75 The 2nd most basic characteristic we should aim for: Άτομα που τους αρέσει να εκπαιδεύουν άλλους, να μπορούν να γίνουν «ευαγγελιστές» του digital μέσα στον οργανισμό μας

76 Εξεύρεση Προσωπικού με eskills Τεχνικές

77 Search on LinkedIn

78 Glassdoor

79 Stack Overflow

80 indeed

81 New kid in town

82 Χαρακτηριστικά & Διατήρηση Στελεχών με eskills

83 Αξιολόγηση & Χαρακτηριστικά

84 How to attract talent with eskills 1. Have a successful business 2. Pay more than the ongoing rate for eskilled talent 3. Let them choose their workstation (no way Jose!) 4. Create an employee brand on career social media 5. Give them DIFFICULT tests to submit within 24h (they like the challenge!) 6. Promise them top-tier training and participation in conferences (FOMO) 7. Discuss again & again about Data Driven Decision making & Meaningful Data

85 How to attract talent with eskills

86 How to attract talent with eskills

87 How to evaluate talent with eskills 1. Which KPI did you improve with you actions? 1. Quick test: 1. Visits to the site? 2. Average pages per visit? 3. Conversion rate to application for product? 4. Mobile app downloads? 2. Receive data-driven reference from colleagues 3. Receive meaningful data reference from colleagues 4. Receive digital evangelist reference from colleagues 5. Receive business understanding reference from colleagues

88 Εκπαίδευση για eskills Πιστοποιήσεις 1. University: AUEB / ΔΕΤ 2. Private class Programs Exelixi - eskills Center: Digital Marketing Practitioner [5 months] ALBA - Socialab: Digital Marketing [2 months] HAU: Digital Marketing [3 months] Deree Knowcrunch: Digital Marketing & Social Media [3 months] BCA Media24 - Reprise: Digital Marketing [2 months] AUEB: Digital Marketing [2 months] 3. elearning Market Motive foundations [per month] Market Motive expert [per month] day seminars (AUEB, HAU, Exelixi, eskills Center) 5. Certification: OMCA & OMCP

89 Ματιά στο μέλλον του online grocery

90 ecommerce Trends for 2016

91 Unilever: The biggest digital start-up in the world? Keith* at Festival of Marketing 2016, focused on how Unilever's business model has adapted in an ever-changing world, inspired by the rise of the disruptive digital startup. Key points o The changing landscape - The consumer journey has changed o How can Unilever compete? o A differentiated strategy («building brands with purpose and which matter to people») o Being bold and experimentation (Unilever Ventures, Mirriad ) o Tooling up (Unilever invests in training across the board) *Keith Weed, the Chief Marketing and Communications Officer at Unilever

92 Dynamic pricing 8-15% cheaper than Amazon First model to challenge Amazon s dominance How newcomer Jet compares to Amazon

93 Dynamic pricing Dynamic pricing based on larger baskets Cost cutting form fulfillment and delivery costs Funded by Alibaba & Google ventures Revenue: A $400 million run rate, based on $33 million in October revenue. Average order: An average basket worth more than $80. Customer repeat purchase rate: 30-day customer repeat transaction rate 13,000 new customers per day 1,000-plus merchants, 100,000 applications

94 Dynamic pricing $3.3B

95 Suppliers become eretailers by Sell direct on web Avoid sellers additional margins Reduce operation costs Built on loyalty & repetitive buyers

96 Next-hour delivery 1-hour home delivery in London Sainsbury s bike delivery service 1882 Up to 20 items for a flat fee of 4.99 A team of 40 'shoppers' and cyclists Sainsbury s bike delivery service 2016 Chop Chop App

97 Resources

98 Resources for eretailers Web: Web: Web: Web: Web: Web:

99 Thank you Panayotis Gezerlis Head of Consulting, CEO t: m: