Multichannel Ecommerce

Ecommerce doesn’t  have  to  be  a  threat  to  the  other  sales  channels  in  your  business

Multichannel Ecommerce

Distribution Channel 1

Producer Distributor Retailer Consumer

Distribution Channel 2

Internet Main Office & Airport Shops Outlet Ducati

Dealer 1 (e.g. Ibiza)

Dealer 2 (e.g.

Barcelona)

Dealer 1 (e.g.

Lulea)

Dealer 2 (e.g.

Stockholm)

End Consumer

Italian Dealers

Distributors (e.g. Spain)

Wholly-Owned

Subsidiaries (e.g. Sweden)

Distribution Channel 3

Producer

End Consumer

Importer

E-tailer

Distributor

Retailer

Physical Store Internet Store

However, what matters is what the consumer wants & needs

Dear Customer, why are you online?

• 1 OUT OF 2 people – go online to research a product

• 1 OUT OF 4 people – go to a brand/manufacturer site to collect

information before making a decision

• 1 OUT OF 20 – actually order online

Dear Customer, what does your journey look like?

Inspiration Orientation Buy Service Buy

Early Stage

Buying Decision

Actual Buying

Decision Today

Actual Buying

Decision 2015

Period Of 1 hour several

days..

Dear Customer, please order my brand online?

• Brand Loyalty & Ecommerce Brand Loyalty is higher online than  offline  for  ‘same  households’ • Price Sensitivity & Ecommerce

• Food & Non Food Products Brand Loyalty & Price Sensitivity differences are larger with food than non- food products.

Light Online Consumer

- Online: less price sensitive - More loyal to brands

Moderate Online

Consumer - Offline: more price sensitive - Still loyal to brands

Heavy Online

Consumer - Online: very pice sensitive

An increasing number of brands and manufacturers want this...

Where to start?

1. NEW ONLINE (b2c e-commerce) 2. PRIMARY OFF LINE SALES (b2c e-commerce)

Use your web presence and internet marketing to develop overall sales

Before launching your B2C online flagship store

“Identify the gaps between

your B2B customers and the end-consumer”

1. Geographical (in a country, new countries) 2. Target Groups (e.g. busy professionals etc.) 3. Seasonal (e.g. Christmas etc.) 4. Product Depth 5. New Product Launch 6. Merchandising

Identify the gaps to fill:

Before launching your B2C online flagship store

“Consider  the  pricing on  the  flagship  store”

1. Sell at list price at all time (for every country) 2. Delay markdowns on the flagship store until the

primary channel has had the chance to sell through

Before launching your B2C online flagship store

“Think  of  the  opportunities  of  you

‘store’  locator”

TYPE OF STORE LOCATOR

MAKE YOUR STORE LOCATER A TIERED SYSTEM

Gold Silver Bronze

• Sell  the  ‘dealer  locator  concept’  to  expand  product  

penetration in the stores • Feature  stores  that  offer  a  special  ‘service’  for  your  products MENTION YOUR STORE LOCATOR AT THE PRODUCT LEVEL DRIVE TRAFFIC TO YOUR STORE LOCATOR

Use  B2C  ‘tools’  to  boost  B2B  sales

Provide and gather warranty information from all products in the market. Start an eCRM campaign.

Process online end-user returns for your products, regardless of the sales channel. Whether they are finished products or spare parts.

Avoid missed transactions. Provide simple tools to process in-store orders with your e-commerce

infrastructure (they will never carry all your products)

Provide syndicated content & drop shippping services to other online dealers.

Benny Sintobin e-mail : benny.sintobin@eshopinvest.eu

url : www.eshopinvest.eu telefoon : +32 (0)51 69 95 05 nr beursstand : S18

E-SHOPINVEST Managed e-commerce partnerships

download de presentatie : www.eshopinvest.eu/presentatie/tradeshow.pdf