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Transcript of Online Grocery workshop - ECR · PDF file eCommerce Strategy & Business Planning eCommerce...

  • Online Grocery workshop για Λιανεμπόρους

    & Προμηθευτές

    από την Convert Group με την υποστήριξη του

  • 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

  • eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations

    eCommerce Competion Analysis eCommerce Monthly Consulting

    eCommerce Internal Training

    Position’s description development Specialized e-headhunting Screening and Assessment

    eBusiness Consulting

    Talent Recruiting

    Market Intelligence

    About Convert Group

    Online Market Shares Online Market Insights

    Marketing Impact analysis

  • A few clients we have consulted

  • Online Grocery Consulting Specialists

    approx 30M€ in beauty,

    food suppl.

    approx 18M€ in

    e-grocery

    eTailer Strategy & Business Planning Platform Commercial Specs eCommerce Operations Internal Training

    FMCG brand Strategy & Business Planning eCommerce Market Research eBusiness Team Recruiting Internal Training

    Clients we have advised

  • Οι εισηγητές σας Μάνος Κουμαντάκης eBusiness Consultant mkoumantakis@convertgroup.com

    Παναγιώτης Γκεζερλής CEO & Head of Consulting pgezerlis@convertgroup.com

    Έλενα Χαϊλαζοπούλου eBusiness Consultant | Convert Group

    echailazopoulou@convertgroup.com

    mailto:mkoumantakis@convertgroup.com mailto:pgezerlis@convertgroup.com mailto:mkoumantakis@convertgroup.com

  • DAY 1: Online Supermarkets 6/10/16’

    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

    O nline G

    rocery w orkshop | Day 2

    DAY 2: FMCG Brands 13/10/16’

  • Παράγοντες επιτυχίας για FMCG brands σε ηλεκτρονικά supermarkets

  • Have an Omnichannel strategy

  • 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?

  • 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

  • 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

  • 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 

  • 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

  • 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

  • Lets lay out concerns here

     How should we structure our e-commerce organization?

    ~Probably like that~ Check out section 4 

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

  • 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

  • To your

    customers

    Through your

    retailers

  • Are our product images sexy and up-to-date?

    1

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

  • Sc re

    en sh

    o t

    fr o

    m a

    g re

    ek e

    sh o

    p :

    Li st

    P ag

    e

  • #1 Images

  • #1 Images

    1. LIGHT IT UP!

    2. WHITE IT UP!

    3. LINE IT UP!

    4. LIVEN IT UP!

    5. SPICE IT UP!

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

    2

  • People Search for the products they need

    https://www.youtube.com/watch?v=cbtf1oyNg-8

    https://www.youtube.com/watch?v=cbtf1oyNg-8 https://www.youtube.com/watch?v=cbtf1oyNg-8

  • Do our product pages have all the additional information needed?

    3

  • Do online stores use accurate, consumer- friendly descriptions?

    4

  • Νέα κατηγορία, νέοι προμηθευτές

    Επιλογή & συντήρηση προϊόντων

    Pricing & προωθητικές ενέργειες

    Αγορές, forecasting, επιστροφές

    Αξιολόγηση προμηθευτών

    They require DATA from providers:

    image brand price description attributes

    Product Manager’s responsibilities

  • How does our digital product portfolio compare to competitors?

    5

  • How are our online promotions actually executed?

    6

  • Impact of Marketing Channel (last click)

    © 2016 Convert Group | eRetail Audit of Online Pharmacies in Greece | All rights reserved

    marketing impact

    Based on data from eRetail Audit Market

    14%

    8%

    12%

    19%

    23%

    24%

    3%

    1%

    2%

    18%

    19%

    20%

    5%

    8%

    7%

    10%

    13%

    10%

    12%

    10%

    11%

    18%

    18%

    15%

    ALL PRODUCTS

    VICHY

    LA ROCHE POSAY

    BASKET ANALYSIS OF SALES SO AS TO IDENTIFY IMPACT OF MARKETING C HANNELS Skroutz/Bestprice Google CPC Referral Organic Facebook Newsletters Direct Unidentified

    Category 1

    Product 1

    Product 2

    Tip for Brands:

    You should be able to know your numbers

    6

  • What do consumers say about our products online?

    7

  • Find your mentions

  • Which retailers sell our products and how much?

    8

  • Pricecomp

  • Monitor your competitors

  • Do I produce enough content for my brand?