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An Elegant online strategy. How to sell low involvement products like gaz or electricity online? Just ask Maarten De Cuyper from Elegant. He's their Chief Elegant Officer, with a large experience in digital marketing and commerce. He will talk about his position and ecommerce strategy as challenger in a huge market. His hands-on testimonial will certainly inspire you to do even better.
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ELEGANT[adj.] gracefully concise and simple: “an elegant solution”
The story
1. The strategy
2. The movie
3. The idea
4. The product
5. The blog
6. The start
7. The customers
The idea: simplify energy retail
The idea: simplify energy retail
The idea: simplify energy retail
The idea: simplify energy retail
The product: peace of mind
• 12 suppliers
• 84 different offers
• 400-600 (?) different “active contracts”
The product: peace of mind
The product: peace of mind
The product: peace of mind
The product: peace of mind
• Simplifying every process:
• Switching made easy
• Moving with a manual
• E-Invoicing (our monthly private moment)
• Paperless direct debit
• Quitting "[email protected]”
The blog: kick it
• Started blogging 6 months before launch
• Original content on very targeted subjects
• Appealing to a specialized audience
• Slowly gathering increasing interest from journalists … and competition
• Demonstrating a certain attitude, combined with solid knowledge on the energy market
The start: not by the book
The start: not by the book
Not even this book: But rather this one:
The customers: love & understanding
• Enough love to share our mission?
• Enough understanding to keep supporting us?
The customers: love & understanding
• The ideal Elegant-customer is a carbon copy of ourselves.
• Safes a lot on market research, and helps getting into ourcustomer’s head
The customers: love & understanding
The customers: love & understanding
The customers: love & understanding
The customers: love & understanding
