BISCUITERIE JULES DESTROOPER - Kjell Dursin, Digital Marketing Coordinator

@DestrooperJules @KjellDursin

• Bakkery since 1886 • Family enterprise (4th generation)

• Awards

• Purveyor to the Belgian Royal Household

JULES DESTROOPER Colonial Spice Merchant

@DestrooperJules www.destrooper.be shop.destrooper.com

• Regional product of Lo • Export to 75 countries • First cookies almond thin • Butter crisp “Lukke” best known product

• Simple products with real ingredients: flour-sugar-butter-eggs


Why e-commerce?


2004: And so it began Situation 2004: E commerce is still taking baby steps in Belgium (Especially in the FMCG)

Jules Destrooper needed a new website

We had/have a hard time to be modern authentic


2004: And so it began How we played it: 3d party eshop: - A global story - Mainly gifting and a bit B2B - Roughly the same range every year Why 3d party? - We had no knowhow

- Limited input necessary @DestrooperJules www.destrooper.be shop.destrooper.com

2004-2014: A decade of status quo Sales started to soar in 2005… (Mainly US sales) And declined as of 2011. We still had the same shop, but it wasn’t the same world We were the analogue factor

in a digital world


2014: Adapting to a new world First we started the year with a review of our online marketing - Social Media

What channels to use and which content to spread?

- Website

Is our website still current in technology and content?

- Webshop

Do we sell what our customers are asking?


2014: Adapting to a new world Secondly we looked at the market - Ecommerce is on the rise

55% of the internet users has purchased something online at least once. (Source: E-commerce business barometer 2014, GFK/UBA)

- Mostly e-shops in neighbouring countries

In 2012 good for more than 61% of European e-commerce turnover. (Source: E-commerce rapport 2014, Wijs)

- Trend in food & foodpairing

People want to give something special when they have guests. (Source: Jules Destrooper 2013)

- Mobile responsive is the new standard

In Flanders alone 41,4% has a tablet and 47,6% has a smartphone. (Source: Digimeter 2013, iMinds)


Why E-commerce in 2014? Our competition is also investing in this: Bahlsen, Kambly and Walkers Non FMCG paved the way for other e-commerce products. (Source: E-commerce business barometer 2014, GFK/UBA)

A real extra channel for our consumers. Giving our customers what they want: a place where you can find al our cookies (pushed by our foodpairing recipes). Building a dynamic channel where we ourselves can play with dynamic content and promotions.


The steps in our journey - Logistics and Handeling Visitor centre or partner - Financial Which partner should we work with - Marketing/sales Which products and how to sell them -Legal New ecom laws and Food Information to Consumer


Our new shop - Only Benelux orders/delivery Delivery cost in BENELUX is €4,5 Free delivery from €25 Free cost return -Gifting & Creative in the kitchen

- Partly mobile (to tablet level) Went live on 27/11 Testcase untill the 16/02 then: Analysis – Conclusion - Adaptation


JULESESHOP -10%

Launchcode:

Thanks for listening

Kjell Dursin Marketing Jules Destrooper [email protected] @KjellDursin


mailto:[email protected]�

BISCUITERIE JULES DESTROOPER - Kjell Dursin, Digital Marketing Coordinator

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Transcript of BISCUITERIE JULES DESTROOPER - Kjell Dursin, Digital Marketing Coordinator