BeCommerce in Belgium – How to start
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Top 10 Lessons from 10 Years of experience as European e-Commerce Pioneer Carine Moitier, COO & Co-Founder Bivolino.com Managing Director BeCommerce E-SHOP EXPO - 28.03.12
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Carine Moitier, Afgevaardigd Bestuurder BeCommerce & Co-Founder Bivolino.comTips and tricks given by the Belgian eCommerce pioneer Bivolino.com online since 1998. The do’s and don’ts each eCommerce starter in Belgium should know.BeCommerce, the Belgian Association for e-Commerce, what’s in for my webshop ?
Transcript of BeCommerce in Belgium – How to start
Top 10 Lessons from 10 Years of experience as European e-Commerce Pioneer
Carine Moitier, COO & Co-Founder Bivolino.com Managing Director BeCommerce
E-SHOP EXPO - 28.03.12
Source : Online Survey on Internet Shopping Habits – Nielsen Jan 11
85% of the world population is online
More than 50% have bought online last month
Fashion is the second
most popular product segment representing 36%
Fashion has the top increase,
From 20% to 36%
Source : Ogone – Jan 2012
Source : Ogone – Jan 2012
Source : Ogone – Jan 2012
Source : Ogone – Jan 2012
The Bivolino.com ConceptStory
«If every man is an individual, then how can he be satisfied with products that are not made uniquely for him ? »
Bivolino.com was born in 1998 from a desire to meet individual fashion needs. Strong of our 50 years know how, our vision is to answer all your personal needs and desires in terms of fashion. Thanks to Internet and our revolutionary customizing patented technology, we are able to give you the inspiration for creating your own style.
Starter Award 2004 in The Netherlands Promotional Product of the Year 2004 BeCommerce Silver Award 2006
Custom Clothing = The Long Tail of Fashion
Filters & recommandation technology will guide the customer from “one-size-fits-all bestsellers clothing” upto the high variety choice in custom clothing.
Source : Chris Anderson – The Long Tail - July 07
ESPRIT
http://www.marksandspencer-madetomeasure.com
Consumer driven integrated manufacturing
Pattern design
CAD
MTM license Software
Made-to-measure
Database sizes Measurements West-Europe
Backoffice software
Remote manufactory CAM
ADM Shipment
Configurator Men
15
Contrast
& zoom
Shirt second skin
Thanks to Linosoft technology, worldwide
patented, each Bivolino shirt is cut according
to the exact body shape without using any
tape measurement.
4/6/2012 17
confidential - Bivolino.com nv Douëlou - copyright
2010
Bivolino as your partner for custom-fit shirts : Fashion Rooms
‘Fashion before fashion’
Bivolino.com offers the latest fashion within 14 days thanks to a full vertically integrated e-business. Each week a new collection is available.
Your business powered by BivolinoServices
4/6/2012
1. Configure the product in the Webshop with Bivosoft tm
2. eCAD/CAM processing of each single customer order and 1/1 patterns with Linosoft tm patent
3. Tracking of all production and
delivery phase with Bivotrack tm
4. Manufacturing services
Some figures for conclusion
• 75% repeat customers
• 300 shirts / day
• 3.8% return of goods
• no discount sales
• + 100% growth for each of the last 3 years
++ TOP 10 Lessons…
out of 10 years experience
Lesson #1
THINK BIG,
STAR T SMALL &
STAY FOCUSED.
Lesson #2
e-COMMERCE SHOULD BE
IN THE HEARTH & SOUL
OF YOUR COMPANY’s
CULTURE & VISION.
Lesson #3
THE e-COMMERCE BUSINESS
IS NOT JUST
ANOTHER CHANNEL.
Lesson #4
THE e-COMMERCE BUSINESS
IS BUILT ON
REPEAT CUSTOMERS.
Customers come…
Customers come back…
• on any given day, 75% of purchases from returning customers
• repeat customers order> 2.5x in the next 12 months.
Customers come back, order more and more often…
• repeat customers have higher average order size
• 111,98€ - first time customer in Q108
• 143,22€ - returning customers in Q108
Lesson #5
WORD OF MOUTH
REALLY WORKS ONLINE.
Consumers are the New Authorities
Then
“Turns out the contaminated wheat gluten that has
sickened and killed so many cats and dogs recently
has ended up in quite a few brand names. I finally
found a complete list of the affected brands here. I
feed my cats --- dry food, and fortunately the dry
food was not on the list. The --- wet is, though. Don't
assume that your brand is safe. Check the list!”
- stynes.blogspot.com, 04/05/07
Now
http://bivolino.hyves.nl/
Carine Moitier 2008
Lesson #6
CREATE REAL VALUE,
DO NOT COMPETE ON PRICE.
The Business Model Benefits
• engaged customers dedicated to the concept
• No return of goods – less than 4%
• No waste of goods – No stock of goods
• Green planet
B2C online Biometric Sizing
Lesson #7
MAKE SURE YOUR
INVENTORY WEB SITE
IS 100% ACCURATE.
Lesson #8
CENTRALLY LOCATE
YOUR DISTRIBUTION.
Lesson #9
CUSTOMER SERVICE
IS AN
INVESTMENT.
(NOT AN EXPENSE)
What customers first see
• 24/7 1-800 number on every page
• free fast shipping
• free return policy
What customers experience
• fast & accurate fulfillment
• friendly, helpful « above & beyond » customer service
• a personal handwritten complement card
What to do internally
• no call times
• no sales-based performance goal for reps
• 5-week customer service & culture training
Lesson #10
DON’T BE SECRETIVE.
DON’T WORRY ABOUT
COMPETITORS.
JUST DO IT!
Many Thanks!
Blog : www.cmoitier.com
www.twitter.com/cmoitier
