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The Belgian e-commerce market and the BeCommerce Sector Patrick Marck BDMV-ABMD/BeCommerce [email protected]. Direct marketing is a marketing strategy aimed to create and maintain a direct relationship with the consumer for mutual benefit. - PowerPoint PPT Presentation
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The Belgian e-commerce market and the
BeCommerce Sector
Patrick MarckBDMV-ABMD/BeCommerce
BDMA Mission • Direct marketing is a marketing strategy aimed to create and
maintain a direct relationship with the consumer for mutual benefit.
• The Belgian Direct Marketing Association (BDMA) provides a platform for direct marketing users and providers to promote, protect and teach the ethical use of best practices in direct marketing to enhance consumer trust.– “Protect”: consumers and authorities– “Promote”: of professional standards and professional expertise– “Teach”: to enhance expertise and professional practice– “Ethical use”: best warrant for a long term relation with the consumer
Acquisition
Retention
+ Trust
MORE EFFECTIVE
DM
The BDMA stands for
• 450 member companies– 250 advertisers– 200 service providers
• 3.500 member contacts • 6 Sectors
• All members are bound by Code of Conduct and the decisions taken by the Surveillance Committee (collaboration with JEP)
• BDMV-ABMD is member of:
Interruption marketing
Preference permission marketing
Main issues
Building consumer trust in e-commerce & multichannel distance selling
Certified label Confidence in online payments Pro-active & re-active public relations Sector knowledge
Powered by the BDMA Largest platform of interactive & direct marketing professionals,
service providers and users Defending the sector’s interests based on Code of Conduct and
Surveillance Committee (complaint handling) Promoting interactive & direct marketing and distance selling Stimulating networking between service providers and users Organizing education towards professionals and schools
• To increase consumer trust in on & offline distance selling
• Some facts why a label makes sense“62% attaches greater importance to certification of e-
commerce sites” – People aging 25-34 are more open to purchase online and have
the most faith in e-commerce– People aging 55-64 have less faith in e-commerce, but a find it
very important if a site is certified (73%)Source: BIM Insites, June 2006
Internet figures speak for themselves– High internet penetration (+56%)– Only 20% of internauts buy online
Task Force Label; President: Jean-Noël Chamart (Mediadis.com)
...?
Certified label: why?
Difference between Belgium and France
% of the population connected to Internet
0
10
20
30
40
50
60
2000 2001 2002 2003 2004 2005
Belgium
France
% of internauts buying online
0
10
20
30
40
50
60
70
2001 2002 2003 2004 2005
Belgium
France
•France: no need for a certified label because consumer trust in e-commerce exists•Belgium FR: less internauts, but buying more online•Belgium NL: more internauts, but buying less online
52%
45%
48%
55%
30%
35%
40%
45%
50%
55%
Internauts e-shoppers
FR
NL
linguistical repartition internet users and e-shopping
FR NL
Certified label: why?
• How ?– By creating a Code of Conduct within the
BDMA Code (applying by a checklist)– By setting up a certification and a
monitoring process (firm procedure)– By using the Surveillance Committee as
the complaint handling organisation– By communicating the benefits for
consumers & distance sellers
Certified label: how?
Consumer friendly label– Thumb: OK– Green light: go for it– Guaranteed: it’s safe (based on market research)– BDMA blue: seriousness
Developed by Caribou
Certified label: what?
Certified label: the system
1/5 Comp. selected by
draw each year
CONTROL AUDIT
Also with mystery shopping procedure
Member accepts code & reglementation
Member completes checklist
Initial certification
carried out by auditor
Auditor reports to CS
INITIAL AUDIT
Auditor’s report agreed by CS
Trust in online payments
• Objectives– Creating an information exchange platform– Listen to Becommerce members’ concerns
• Realisations • Launch of Bancontact/MisterCash• Preparation of checklist for BeCommerce website• Prepare introduction Verified by Visa & MasterCard
SecureCode with banks • Discussion on security matters: recommendation
towards members
Task Force Online Payments; President: Pierre Willaert (Ogone)
Pro&Reactive PR
• Objectives– Increase trust in e-commerce– Increase visibility via
• Press releases • Annual press conference: May 2006• BeCommerce Awards ceremony: February 2006
– Château Sainte-Anne, Bruxelles– 99 sites for jury– 150 participants on event– Next edition: 13/02/2007– Consumer Awards by media partners (adds/banners for
online voting)
• BeCommerce consumer website
Task Force PR; President: Peter Burin (eBay)
BeCommerce website
BeCommerce Figures
Task Force Figures&Market ResearchPresident: Rik Decorte (Quelle)
Source: Ogone
BeCommerce Figures
Main evolutions : Total Sales
05 / 04 06/1Q05
Internet sales by pure Internet players: +108 % +60 %
Internet sales by multichannel: +26 % +35 %
Traditional sales by multichannel: -13 % -7 %
Rapid Growth of Internet Sales 2005 : Difficult Year for Mail Order, transition to Internet
Source: BeCommerce / Insites Survey
BeCommerce Figures
Main evolutions : payment methods
(in % of sales)
2005 1Q06
Pure Pl Multi-Ch Pure Pl Multi-Ch
Credit Card 73 2 62 3
At Order (debet cards) 19 1 33 1
Cash on delivery 2 10 1 12
Cash after delivery 5 57 4 58
Company Card 1 30 0 26
Pure Players tend to use credit card as payment methodTraditional players use Cash after delivery, and private financing cards
Source: BeCommerce / Insites Survey
BeCommerce Figures
BelgianConsumersBIM InSites
€1.2 billion
SuppliersBeCommerce
€340 million
PaymentsOgone
E-commerceexpenditures
Belgian &Internationalcompanies
E-commerceturnoverBelgian
companies
Tourism &ticketing
?? €
Source: BeCommerce / Insites Survey
BeCommerce Figures
Customers say
they bought € 1.200.000.000
on the Internet in 2005
Belgian e-commerce & multichannel companies say
they received € 340.000.000 in 2005
Where did the go to ?
Source: BeCommerce / Insites Survey
BeCommerce Figures
BeCommerce Figures
Consumer global spending on the Internet: € 1.200.000.000
Tourism and ticketing € 450.000.000 38%
Outside Belgium € 410.000.000 34%
Turnover by Belgian companies € 340.000.000 28%
Belgian turnover by Belgian companies € 260.000.000
multichannel € 60.000.000
pure Internet players € 200.000.000
International turnover by Belgian companies € 80.000.000
Source: BeCommerce / Insites Survey
10,1
28,1
14,2
18,1
6,5
8,7
1,12,2
0,551,12
Offline
Online
Source: EMOTA
Estimated sales in some countries in 2005 in billion euro
European context
Join BDMA/BeCommerce now! ● Certified label ● Market figures ● Defending your interests ● Legal advice ● Networking ● Education
Thank you for your attention [email protected]