Online Grocery workshopγια Λιανεμπόρους
& Προμηθευτές
από την Convert Groupμε 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 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
A few clients we have consulted
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
Οι εισηγητές σαςΜάνος ΚουμαντάκηςeBusiness [email protected]
Παναγιώτης ΓκεζερλήςCEO & Head of [email protected]
Έλενα ΧαϊλαζοπούλουeBusiness Consultant | Convert Group
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’
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.
Scre
ensh
ot
fro
m a
gre
ek e
sho
p:
List
Pag
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
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:
imagebrandpricedescriptionattributes
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 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
What do consumers sayabout 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?
9
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!
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
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
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
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
Don’t forget Skroutz!
Tip for Brands:
As a Brand, being on Skroutz does not relate
to being a ‘cheap’ brand
4
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
Έξυπνες ιδέες για προσφορές των brands στο ηλεκτρονικό εμπόριο
Sponsored Banner in list pages
Homepage Product Reviews
Homepage banners
Special offers exclusively online
Newsletters
List page merchandisingThe default sorting option is the key!
Skin
Recommendations in product page
Banners in checkout or thank you page
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
eCoupons
Ποιούς νέους ρόλους, δεξιότητες & οργανογράμματα χρειάζονται τα online supermarkets και τα FMCG brands
Digital Team Structures
Centralized
Past
Pre
sen
t
Informal
Hybrid
Fu
ture
Chief Digital Officer
Companies owning the front-end
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
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
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
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.
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.
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
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)
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
Εξεύρεση Προσωπικού με eSkills – Τεχνικές
Search on LinkedIn
Glassdoor
Stack Overflow
indeed
New kid in town
Χαρακτηριστικά & Διατήρηση Στελεχών με eSkills
Αξιολόγηση & Χαρακτηριστικά
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
How to attract talent with eSkills
How to attract talent with eSkills
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
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
Ματιά στο μέλλον του online grocery
eCommerce Trends for 2016
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
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
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
Dynamic pricing
$3.3B
Suppliers become eretailers
by• Sell direct on web
• Avoid sellers additional
margins
• Reduce operation costs
• Built on loyalty & repetitive
buyers
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
Resources
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