Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform...

99
Online Grocery workshop για Λιανεμπόρους & Προμηθευτές από την Convert Group με την υποστήριξη του

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

Page 1: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Online Grocery workshopγια Λιανεμπόρους

& Προμηθευτές

από την Convert Groupμε την υποστήριξη του

Page 2: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

Page 3: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

eCommerce Strategy & Business PlanningeCommerce Platform Commercial SpecseCommerce Operations

eCommerce Competion AnalysiseCommerce Monthly Consulting

eCommerce Internal Training

Position’s description developmentSpecialized e-headhuntingScreening and Assessment

eBusinessConsulting

TalentRecruiting

MarketIntelligence

About Convert Group

Online Market SharesOnline Market Insights

Marketing Impact analysis

Page 4: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

A few clients we have consulted

Page 5: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Online Grocery Consulting Specialists

approx30M€ in beauty,

food suppl.

approx18M€ in

e-grocery

eTailerStrategy & Business PlanningPlatform Commercial SpecseCommerce OperationsInternal Training

FMCG brandStrategy & Business PlanningeCommerce Market ResearcheBusiness Team RecruitingInternal Training

Clients we have advised

Page 6: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Οι εισηγητές σαςΜάνος ΚουμαντάκηςeBusiness [email protected]

Παναγιώτης ΓκεζερλήςCEO & Head of [email protected]

Έλενα ΧαϊλαζοπούλουeBusiness Consultant | Convert Group

[email protected]

Page 7: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

DAY 1:Online Supermarkets6/10/16’

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

Online G

rocery workshop | Day 2

DAY 2:FMCG Brands13/10/16’

Page 8: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Παράγοντες επιτυχίας για FMCG brands σε ηλεκτρονικά supermarkets

Page 9: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Have an Omnichannel strategy

Page 10: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting
Page 11: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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?

Page 12: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

Page 13: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

Page 14: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

Page 15: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

Page 16: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

Page 17: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Lets lay out concerns here

How should we structure our e-commerce organization?

~Probably like that~Check out section 4

Page 18: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Ενδεικτική στρατηγική για FMCG brands στο online supermarket και τρόποι διαφοροποίησης

Page 19: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

Page 20: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

To your

customers

Through your

retailers

Page 21: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

1

Page 22: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

Page 23: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Scre

ensh

ot

fro

m a

gre

ek e

sho

p:

List

Pag

e

Page 24: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

#1 Images

Page 25: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

#1 Images

1. LIGHT IT UP!

2. WHITE IT UP!

3. LINE IT UP!

4. LIVEN IT UP!

5. SPICE IT UP!

Page 26: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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

2

Page 27: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

People Search for the products they need

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

Page 28: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Do our product pages have all the additional information needed?

3

Page 29: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Do online stores use accurate, consumer-friendly descriptions?

4

Page 30: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Νέα κατηγορία, νέοι προμηθευτές

Επιλογή & συντήρηση προϊόντων

Pricing & προωθητικές ενέργειες

Αγορές, forecasting, επιστροφές

Αξιολόγηση προμηθευτών

They require DATA from providers:

imagebrandpricedescriptionattributes

Product Manager’s responsibilities

Page 31: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

How does our digital product portfolio compare to competitors?

5

Page 32: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

How are our online promotions actually executed?

6

Page 33: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

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 HANNELSSkroutz/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

Page 34: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting
Page 35: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting
Page 36: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

What do consumers sayabout our products online?

7

Page 37: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting
Page 38: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Find your mentions

Page 39: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Which retailers sell our products and how much?

8

Page 40: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Pricecomp

Page 41: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Monitor your competitors

Page 42: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting
Page 43: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting
Page 44: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Do I produce enough content for my brand?

9

Page 45: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Content Marketing for brands

• Content teams in-house

• Use new technology to identify users interests & enhance

content

• Focus on quality over quantity

• Measure ROI by testing (segment audiences)

• Invest more in Content. You can control it!

Page 46: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Are our product images present and up-to-date? Do we have the right mix of products in the online channel? Are our products in the right aisles (menu categories)? Do our product pages have all the additional information

needed to reassure consumers? Do online stores use accurate, consumer-friendly

descriptions? How does our digital product portfolio compare to

competitors? How are our online promotions actually executed? What do consumers say about our products online? What is our products’ penetration? Which retailers sell our products and how much?

Online is a channel of commerce not far different from offline..

5 quick tips to get you started

on the way to being everyone’s favorite retailer

Page 47: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

You DO NEED a team

Tip for Brands:

Just accept there is none's spare time for

that!

Inform them product dataMarketing content

Guide them Engage them into the

overall brand’s strategy

Consult them Drive innovation Share global trends

1

Page 48: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

The key account manager in charge of online retailers

Tip for Brands:

If he knows digital , the Brand knows digital

Oh boy, he has to get it

Know online KPIs

Know competition

Know digital channels

2

Page 49: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Product mix and category penetration

Dermocosmetics Baby Care Healthcare

- FACIAL & BODY CLEANSING- FACE & BODY CARE- MAKE UP- SUNCARE- ANTI CELLULITE- DEODORANTS - DEPILATORIES- HAIR- MEN- FRAGRANCES+BODY WATERS

- BABY FOOD- DIAPERS- BABY TOYS- BABY CLOTHING- BABY FEEDING- BABY HYGIENE/ GROOMING- BABY FURNITURE/ TRANSPORTATION

/ SAFETY

- MEDICAL EQUIPMENT / DEVICES- FIRST AID- NUTRITION- ORAL & MOUTH CARE- FOOD SUPPLEMENT-VITAMINS- OPTIC APPLIANCES

Tip for Brands:

Expand your online product offering to categories where you perhaps least expected

3

Page 50: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Don’t forget Skroutz!

Tip for Brands:

As a Brand, being on Skroutz does not relate

to being a ‘cheap’ brand

4

Page 51: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Plenty promotional activities

Tip for Brands:

Pick activities that can prove valuable to both

of you

newsletter

1rst row in list page

Sponsored banners in home, list page or Basket

Special exclusive promosORRecommendation in product page

5

Page 52: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Έξυπνες ιδέες για προσφορές των brands στο ηλεκτρονικό εμπόριο

Page 53: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Sponsored Banner in list pages

Page 54: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Homepage Product Reviews

Page 55: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Homepage banners

Page 56: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Special offers exclusively online

Page 57: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Newsletters

Page 58: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

List page merchandisingThe default sorting option is the key!

Page 59: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Skin

Page 60: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Recommendations in product page

Page 61: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Banners in checkout or thank you page

Page 62: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Δωρεάν από: €39,00 <6kg Δωρεάν από: €35,00 <2kg Δωρεάν από: €39,00 <3kg Δωρεάν από: €29,00

Πανελλαδική Παράδοση: €2,00 Εντός Νομού: €2,00 Πανελλαδική Παράδοση: €2,00 Πανελλαδική Παράδοση: €2,30

Eπιπλέον κιλό: checkout >6kg Εκτός Νομού (-δυσπρ): €2,50 Eπιπλέον κιλό: €0,90 >3kg Αντικαταβολή: €1,00 free για >100€

Αντικαταβολή: €1,00 Eπιπλέον κιλό: checkout >2kg Αντικαταβολή: €0,90 Πάτρα δωρεάν!

Αντικαταβολή: €1,00 free για >100€

Δωρεάν από: €30,00 <6kg Δωρεάν από: €50,00 <2kg Δωρεάν από: €39,00 <4kg Δωρεάν από: €29,00 <2kg

Εντός Αττικής: €2,00 Εντός Αττικής: €1,90 Πανελλαδική Παράδοση: €2,00 Πανελλαδική Παράδοση: €2,00

Υπόλοιπο Ελλάδα (-δυσπρ) €3,00 Υπόλοιπο Ελλάδα €2,20 Eπιπλέον κιλό: €0,80 >4kg Eπιπλέον κιλό: checkout >2kg

Eπιπλέον κιλό: €1,00 >6kg Eπιπλέον κιλό: €0,90 >2kg Αντικαταβολή: €1,00 Αντικαταβολή: €0,90 free για >39€

Αντικαταβολή: €1,50 free για >50€ Αντικαταβολή: €1,50

Δωρεάν από: €39,00 <2kg Δωρεάν από: €39,00 Δωρεάν από: €39,00 <2kg Δωρεάν από: €35,00 <2kg

Πανελλαδική Παράδοση: (-δυσπρ) €2,00 Πανελλαδική Παράδοση: €2,00 Εντός Αττικής: €1,50 Πανελλαδική Παράδοση: €1,80

Eπιπλέον κιλό: €1,00 >2kg Αντικαταβολή: €1,50 Υπόλοιπο Ελλάδα €2,00 Eπιπλέον κιλό: checkout >2kg

Αντικαταβολή: €1,00 Eπιπλέον κιλό: checkout >2kg Αντικαταβολή: €2,00

Αντικαταβολή: €1,80

Δωρεάν από: €35,00 <3kg Δωρεάν από: €45,00 Δωρεάν από: €39,00

Πανελλαδική Παράδοση: €2,00 Πανελλαδική Παράδοση: €3,50 Πανελλαδική Παράδοση: €2,50

Eπιπλέον κιλό: checkout >3kg Αντικαταβολή: €0,00 Αντικαταβολή: €1,85

Αντικαταβολή: €1,00

2healthy

inatural

galinos4all

pharmacy295 smilepharmacy pharmacy4utofarmakeiomou

pharmacydiscount wecare pharm24ofarmakopoiosmou

boxpharmacy pharm16

pharmasofia

2happy

Δωρεάν από: €39,00 <2kg

Πανελλαδική Παράδοση (-δυσπρ):€2,00

Αντικαταβολή: €1,50

Eπιπλέον κιλό: €1,00 >2kg

Δυσπροσιτες: €5,00

Avg

Free Shipping threshold

Tip for Brands:

Propose free shipping for baskets containing your brand’s products

Page 63: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

eCoupons

Page 64: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Ποιούς νέους ρόλους, δεξιότητες & οργανογράμματα χρειάζονται τα online supermarkets και τα FMCG brands

Page 65: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Digital Team Structures

Centralized

Past

Pre

sen

t

Informal

Hybrid

Fu

ture

Page 66: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Chief Digital Officer

Page 67: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Companies owning the front-end

Page 68: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

New roles in the digital workspace

• Digital Marketing ExpertsSocial Media ExpertPerformance Marketing ExpertWeb ManagerConversion Rate Optimisation Manager / User experienceSEO ExpertWeb Analytics Expert

• Big Data Experts• Agile Programmers• Mobile Experts• Virtual Payments Experts

Page 69: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

New roles in the digital workspace• Social Media Expert: Η εικόνα της εταιρείας στα social media. Εικόνα και

κείμενο, αλλά και γνώση αλγορίθμων για βέλτιστη απόδοση των posts σε όσο μεγαλύτερο κοινό στόχο.• Data driven• 3-4χρ+ εμπειρία σε διαχείριση social media 2-3 μεγάλων brands• Δημιουργικός σε θέματα Εικόνας & Κειμένου• Self-learner: Να ανακαλύπτει συνεχώς νέες τεχνικές στα social media

και τις νέες τάσεις πριν από τον ανταγωνιστή μας.• Performance Marketing Expert: Χειρίζεται πληρωμένες διαφημίσεις σε

Google Adwords, Facebook και άλλα διαφημιστικά μέσα. Βλέπει το αποτέλεσμα αυτών των ενεργειών και το μετράει σε απόδοση• Data driven• 3-4χρ+ εμπειρία σε performance marketing με €1Μ+ spend πελατών• Αντιλαμβάνεται εμπορικές ανάγκες, δεν πρέπει να χάνεται στα data• Self-learner

Page 70: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

New roles in the digital workspace• Web Manager: Διαχειρίζεται τα sites του Οργανισμού ως προς το front-end

(εικόνα προς τον χρήστη), αλλά και αντιλαμβάνεται και επηρεάζει τα θέματα του back-end (τεχνικά). Συνεργάζεται με το business για να έχει περιεχόμενο για τα sites• Data driven• 3-4χρ+ εμπειρία σε διαχείριση websites 2-3 μεγάλων brands• Γνωρίζει τις τεχνολογίες για τα sites• Έχει αισθητική• Self-learner

• Conversion Rate Optimisation Expert / User Experience: Τεστάρει συνεχώς βελτιώσεις στα sites για να καταφέρει καλύτερη εμπειρία από τους χρήστες αλλά και καλύτερα αποτελέσματα για τον οργανισμό.• Data driven• 3-4χρ+ εμπειρία σε Conversion Rate Optimisation• Αντιλαμβάνεται στατιστική

Page 71: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

New roles in the digital workspace• SEO Expert: Προσπαθεί να βγαίνουμε ψηλά στις αναζητήσεις που κάνουν

οι χρήστες στο google, yahoo, κτλ. • Data driven• 3-4χρ+ εμπειρία στο SEO• Updated συνεχώς με νέες εξελίξεις σε αλγορίθμους Μηχανών

Αναζήτησης• Web Analytics Expert: Το "μυαλό” του digital οργανισμού. Τακτοποιεί όλα τα

δεδομένα των παραπάνω σε meaningful data για να μπορεί να τα επεξεργάζεται ο οργανισμός.• Data driven• 3-4χρ+ εμπειρία σε Web Analytics• Έχει εμπορικό sense.

Page 72: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

New roles in the digital workspace• Bid Data Expert: Προσπαθεί να επεξεργαστεί τεράστιο όγκο δεδομένων

(digital και non-digital) για να δώσει meaningful αξία στον οργανισμό. Προτιμούμε πλέον να έχει εμπορικό sense, όχι ΙΤ.

• Agile Programmers: Προγραμματιστής που έχει μάθει στην διαδικασία τουagile και συνεργάζεται στενά με το business και σε στάδια για να υλοποιηθεί ένα έργο πληροφορικής.

• Mobile Experts: Γνωρίζουν τις τάσεις και το consumer journey στο mobile (κινητά, ταμπλέτες, smart-watches, beacons), ώστε να προσαρμόσουν τον οργανισμό προς αυτή την κατεύθυνση.

• Virtual Payment Experts: Γνωρίζουν από θέματα B2C & B2B ηλεκτρονικών πληρωμών και όλες τις νέες τάσεις και φέρνουν νέες προσεγγίσεις σε ένα τραπεζικό οργανισμό, διαφορετικές από αυτές που είχαν τα γνωστά τραπεζικά προϊόντα.

Page 73: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

New roles in the digital workspaceWebsite management

− Create and manage websites

− Collect content

− Rewrite/ enhance & Update content

− Set analytics goals

− Monitor KPIs

− Drive change and improvement actions

− Create ad hoc landing pages

− Monitor website performance

Social Media− Create social media pages

− Plan and create content

− Post content

− Moderate comments

− Use appropriate SEO guidelines on copy

− Set, Measure & Analyze SM KPIs, like Growth of Likes, Reach, Engagement, Leads

− Content Strategy

− Promotion Strategy

− Monitor competition's SM strategy

− Uses SM Analysis Tools

SEO

− Keyword research and strategy

− Optimize website architecture to

comply with SEO

− Link building

− Handle technical SEO – crawl errors,

data mark up, xml sitemaps etc.

− Align with Social Media and

Copywriting

− Monitor competition's SEO

− Monitor & report on SEO KPIs

− Analyze data from Web Analytics &

Google Search Console

Email marketing

− Content, subject line, recipients

selection, segmentation

− A/B testing and optimization

− Communicate company's brands

− Implement remarketing strategies

− Track and report on email campaigns

− Build and maintain email calendar

− Develop innovative techniques to

increase sales and revenue

− Implement new email recruitment

techniques

UX/UI

− Use data to drive design change

− Execute all visual design stages

− Conceptualize ideas that bring simplicity and user friendliness

− Create wireframes, user flows, process flows and site maps to

effectively communicate interaction and design ideas

− Ensure Unified experience across digital platforms

Conversion optimization

− Use quantitate data to analyze optimization needs

− Structure, build, and track tests (Like on homepages, landing pages download forms, marketing messages, calls-

to-action, etc.)

− Translate both qualitative and quantitative test results into actionable

business insights

− Optimize site/page performance to increase clicks & conversions

Paid & Display marketing

− Decide and evaluate portals to advertise

− day-to-day management of CPC and CPA

− optimize campaigns

− Manage channel budgets

− daily and weekly reports

− understand the key drivers of performance proactively adjust bids to hit goals

Page 74: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

The 1st most basic characteristic we should aim for:

Άτομα που λαμβάνουν ορθολογικές αποφάσεις μελετώντας δεδομένα

Data-Driven Decision MakersΑλλιώς την πατάμε από τους HI.P.P.Os,

(Highest Paid Person Onsite)

Page 75: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

The 2nd most basic characteristic we should aim for:

Άτομα που τους αρέσει να εκπαιδεύουν άλλους, να

μπορούν να γίνουν «ευαγγελιστές» του digitalμέσα στον οργανισμό μας

Page 76: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Εξεύρεση Προσωπικού με eSkills – Τεχνικές

Page 77: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Search on LinkedIn

Page 78: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Glassdoor

Page 79: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Stack Overflow

Page 80: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

indeed

Page 81: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

New kid in town

Page 82: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Χαρακτηριστικά & Διατήρηση Στελεχών με eSkills

Page 83: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Αξιολόγηση & Χαρακτηριστικά

Page 84: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

How to attract talent with eSkills

1. Have a successful business2. Pay more than the ongoing rate for eSkilled talent3. Let them choose their workstation (no way Jose!)4. Create an employee brand on career social media5. Give them DIFFICULT tests to submit within 24h (they like

the challenge!)6. Promise them top-tier training and participation in

conferences (FOMO)7. Discuss again & again about Data Driven Decision making

& Meaningful Data

Page 85: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

How to attract talent with eSkills

Page 86: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

How to attract talent with eSkills

Page 87: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

How to evaluate talent with eSkills1. Which KPI did you improve with you actions?

1. Quick test:1. Visits to the site?2. Average pages per visit?3. Conversion rate to “application for product?”4. Mobile app downloads?

2. Receive “data-driven” reference from colleagues3. Receive “meaningful data” reference from colleagues4. Receive “digital evangelist” reference from colleagues5. Receive “business understanding” reference from colleagues

Page 88: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Εκπαίδευση για eSkills – Πιστοποιήσεις

1. University: AUEB / ΔΕΤ2. Private class Programs

• Exelixi - eSkills Center: Digital Marketing Practitioner [5 months]• ALBA - Socialab: Digital Marketing [2 months]• HAU: Digital Marketing [3 months]• Deree – Knowcrunch: Digital Marketing & Social Media [3 months]• BCA – Media24 - Reprise: Digital Marketing [2 months]• AUEB: Digital Marketing [2 months]

3. eLearning• Market Motive foundations [per month]• Market Motive expert [per month]

4. 1-2 day seminars (AUEB, HAU, Exelixi, eSkills Center)5. Certification: OMCA & OMCP

Page 89: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Ματιά στο μέλλον του online grocery

Page 90: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

eCommerce Trends for 2016

Page 91: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Unilever: The biggest digital start-up in the world?

https://econsultancy.com/blog/68376-unilever-the-biggest-digital-start-up-in-the-world

Keith* at Festival of Marketing 2016, focused on how Unilever's business model has adapted in an ever-changing world, inspired by the rise of the disruptive digital startup.

*Keith Weed, the Chief Marketing and Communications Officer at Unilever

o The changing landscape - The consumer journey has changedo How can Unilever compete?

o A differentiated strategy («building brands with purpose and which matter to people»)https://www.youtube.com/watch?v=lZZlaTMekIA

o Being bold and experimentation (Unilever Ventures, Mirriad )o Tooling up (Unilever invests in training across the board)

Key points

Page 92: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Dynamic pricing

• 8-15% cheaper than Amazon

• First model to challenge Amazon’s dominance

https://youtu.be/7YCIYDwvA_o

• How newcomer Jet compares to Amazon

Page 93: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Dynamic pricing

• Dynamic pricing based on larger baskets

• Cost cutting form fulfillment and delivery costs

• Funded by Alibaba & Google ventures

– Revenue: A $400 million run rate, based on $33 million in October revenue.

– Average order: An average basket worth more than $80.

– Customer repeat purchase rate: 30-day customer repeat transaction rate

– 13,000 new customers per day– 1,000-plus merchants, 100,000

applications

Page 94: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Dynamic pricing

$3.3B

Page 95: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Suppliers become eretailers

by• Sell direct on web

• Avoid sellers additional

margins

• Reduce operation costs

• Built on loyalty & repetitive

buyers

Page 96: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Next-hour delivery

Sainsbury’s bike delivery service 1882

Sainsbury’s bike delivery service 2016

• 1-hour home delivery in

London

• Up to 20 items for a flat fee of

£4.99

• A team of 40 'shoppers' and

cyclists

• Chop Chop App

Page 97: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Resources

Page 98: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Resources for eretailers

Web: www.internetretailer.com

Web: www.igd.com/Research/Retail

Web: www.internetretailing.net

Web: www.campaignlive.co.uk/brand/fmcg

Web: www.ecommercenews.eu

Web: www.ecommercenews.gr

Page 99: Online Grocery workshop - ECR · eCommerce Strategy & Business Planning eCommerce Platform Commercial Specs eCommerce Operations eCommerce Competion Analysis eCommerce Monthly Consulting

Thank youPanayotis Gezerlis

Head of Consulting, CEOt: 693 245 6584

m: 215 215 [email protected]