PowerPoint Presentation

Customer centric approachLisa Freynick, Group e-commerce manager at Euroflorist

A Bit About MELisa Freynick

LanguagesDigital MarketingHands-on target orientated Creative eager for Knowledge Self-Reliant Teamplayer Digital Native Entrepreneurial Fun network Accountabiliy

Some Facts About us EurofloristFlower delivery companyEst.1982 in Malm, SwedenYearly turnover of 115m12 countries, 27 ecom sites, 8 languages200 colleagues9 brands

...but why do we exist?

To help our customers make their friends, family, colleagues and loved ones feel happy, noticed and remembered

and to make our florists lives easier and more profitable

Euroflorist sends >2 100 000 SMILES yearly!

How did we get to >2 100 000 SMILES yearly?

EurofloristE-Commerce Since 1995

1995First online order

1998

2010acquire Eflorist, launch boxing

Early 2000sInternational expansionOrders

2010-2014CAGR 30%

First online order in 1995

EurofloristE-Commerce Since 1995

2016Lunch of responsive website

1995First online orderOrdersGeneral Ecom growth in EU 2008-2014

EurofloristWhat we learned

We must listen to customers, watch the market carefully and be adaptive, innovative and open for changeBut also stick to our WHY

In fall of 2014 our online growth suddenly slowed down

2014-2015

2010-201430% yoy growth

2014-201513% growth

Nothing dramatic happened in the gifting market

2 Mrd. Smartphone user worldwide Google gets more search queries via mobile devices than desktop PCs.67% of user will buy more likely when the site is optimized for mobile devices.

Customers centric approach: The world is mobile!Quelle: Google/Nielsen-Kundenstudie November 2013 & T3N

Our mobile share of orders

Jan 2014 - Jan 2015

Why didnt we see that earlier?

Excurse: Moores Law of Internet of Things

Internet of things

We knew: You have to be innovative!

We learned: You have to be adaptive!

But we underestimated:

You need to be fast as hell!!!

EurofloristWhat we learned

Need of higher internal rate of change Strategy must adapt on the flyOrganization and mindset of employees need to adapt fast enough to change.

EurofloristWhat we learned

Brand valueCustomer needsMarket conditionsEF strategy executedby internal resources

2015/16Organizational changes & Mobile Customer Approach

Source of pic: http://www.smartinsights.com/wp-content/uploads/2015/03/Mobile-funnel.pngRETENTIONCONVERSION/UXCONTENTTRAFFICPRODUCTSCEOEcom Director

What were our main thoughts & challenges?Google analytics told us our customers use diverse devices and operating systems But for which one should we optimize?

User skim and scan pages. Search engines like content (SEO aspects). Responsive means content should stay the same. How to overcome the conflict?

How can we go mobile in a running business? Where to find resources or can the transformation done auto-pilot?

How to get own people into mobile first thinking (checking analytics, testing pages, producing contents etc.)?

Our Approach:

Shared, parallelized and agile planning and execution of launch per discipline (analytics, SEO, content, products, UX/design, development etc.) following a joint framework.

Examples: Designer: Consider highest resolution, formats for the design and media used

Content Manager: Keep smallest screen ratio and bandwidth for creating content (pic sizes, video format, loading times etc.) in mind

Developer, UX & SEO specialist: Text should be hidden after a certain amount of words and made expandable for users using devices with smaller screens, pictures should load only, when in view port, videos must be optimized for mobile use.

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EurofloristMobile Approach along touchpoints

E-Shops: Relaunch e-shops to a responsive design Considering SEO aspects (e.g. redirects, sitemap) and optimizationAdd range of modern and fun products (younger TG)

Blogs: Relaunch and facelift blogs (responsive)Centralized content approach with input all marketsLocalization of plan and content to a still reasonable amount

EurofloristMobile Approach along touchpointsSocial media: - Re-evaluate mix of social media- Higher frequence of posts

Paid traffic:- Revision of all campaigns and landing pages

CRM:- Responsive Design of mails and landingpages- Responsive customer account

Back to +20% growth

What we do to stay customer centric

Listen to and stay in dialogue with customers (social media, customer service, surveys, face-to-face interviews)

Markets are different!

Testing is crucial your solution might not fulfil customer demand

Be up to date regarding technical developments

Be innovative as services / products might not exist so far, but customer want

What will come next?

https://www.youtube.com/watch?v=5v1hKMNl034

EurofloristWhat we learned

It is true - the game is about money, but party time does NOT start when the cash is in

but when we exceed customers expectation and love us because thats why we exist!

Thank you very much!Lisa.freynick@euroflorist.com

It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to changeQuote attributed to, but not actually, Charles Darwin

EurofloristCustomer fullFilment model

Flower order: London, 10:00 oclockSame day delivery: Paris, 14:00 oclock

FLORIST

FLORIST

Euroflorist#2 Customer fullFilment model

Flower order: ParisNext day delivery: Paris or Berlin

box provider

EurofloristE-Commerce Since 1995

1995First online order

1995First online order

2010acquire Eflorist, launch boxing

Early 2000sInternational expansionOrders

2015/16Change of EF orga & launch of responsive website

2010-2014CAGR 30%