Conversion of offline visitors into online customers- Juan del
Real 2013 Juan del Real E-Commerce Manager Conversion of offline
visitors into online customers April 11-12, 2013, Moscow RIA
Novosti Multimedia Center
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Conversion of offline visitors into online customers- Juan del
Real 2013 I work(ed) for www.darty.es www.carrefour.es
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Conversion of offline visitors into online customers- Juan del
Real 2013 Points in common -Brick and clicks -Electricals -6,4% ES
online market (17% UE) -0,5-2% penetration online sales -ROPO
effect -Tough market (
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Conversion of offline visitors into online customers- Juan del
Real 2013 Spanish construction market (new buildings) 1990-2011
Source: Ministry of Housing 2012 50 aprox. How tough a market?
Started Finished Electricals Feb 2013 Trad -10% On +32%
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Conversion of offline visitors into online customers- Juan del
Real 2013 How about competition? 679 Alexa / 12950 backlinks
Newcomers Source: Alexa.com
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Conversion of offline visitors into online customers- Juan del
Real 2013 But, who are your competitors really? Those who rank
better in search engines Those who use data/tech in compelling ways
to attract consumers interest | competitive advantage for retailers
is coming down
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Conversion of offline visitors into online customers- Juan del
Real 2013 What makes the difference?
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Conversion of offline visitors into online customers- Juan del
Real 2013 IT / Logistics Purchasing Marketing Company culture What
makes the difference? (
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Conversion of offline visitors into online customers- Juan del
Real 2013 IT conditions your position in the NON TRANSACTIONAL
TRANSACTIONAL CONVERGENT MULTICHANNEL CUSTOMISED General purpose
info website Multiple caddy eCommerce Convergent eCommerce .website
evolution matrix (Brick and Mortars) Multichannel eCommerce
Customised Multichannel eCommerce Omni channel
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Conversion of offline visitors into online customers- Juan del
Real 2013 multichannel approach E-Comm platform + developments ! IT
conditions your ERP-Backoffice web (master data) Stock accuracy
(stores) Processes (returns) [ [
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Conversion of offline visitors into online customers- Juan del
Real 2013 ERP-Backoffice: stock accuracy IT department Reverse
logistics ON 2 OFF
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Conversion of offline visitors into online customers- Juan del
Real 2013 Collect in store (and return) benchmark (ES) IT
department Great retailers El Corte Ingles (NO) Carrefour (NO)
Alcampo (Auchan) (NO) Leroy Merlin (NO) Decathlon (YES) Media Markt
(YES) Worten (YES) Darty (YES) Fashion Zara (YES) Mango (YES) HM
(NO) C&A (NO) Custo Barcelona (NO) Carolina Herrera (NO) ON 2
OFF
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Conversion of offline visitors into online customers- Juan del
Real 2013 The people who buy and decide about Purchasing Range
Price Availability (stocks) Source: Bessemers Top 10 Laws of
E-Commerce (10 2010) ( Bessemer e-Commerce Rule #4: Make it cheap,
fast and free
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Conversion of offline visitors into online customers- Juan del
Real 2013 Single pricing (common range) Purchasing department Web
exclusives OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Explore/discover Marketing department instore
www.imageholders.co.uk OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Help us improve, rate this product online Marketing
department instore OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Better web info and store testimonials Marketing
department OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Better conversion on Google SERP (rich snippets)
Marketing department OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Stores PLV Marketing department instore Click and collect
brochure instore Store displays OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Suscribe customers to the Newsletter and get rewards
Marketing department instore Ask for the customers e-mail at the
counter, please! OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Catalogues and media via QR Codes Marketing department
OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013..most searched for info onsite and. Offsite too!!
Marketing: digital catalogues are the ON 2 OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Click to FaceTime with instore vendors ON 2 OFF 2 ON
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Conversion of offline visitors into online customers- Juan del
Real 2013 Cultural aspects in off 2 on
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Conversion of offline visitors into online customers- Juan del
Real 2013 People are the major drawback for multichannel Cultural
aspects
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Conversion of offline visitors into online customers- Juan del
Real 2013 Daily blocking situations instore Cultural aspects The
store refuses to: -ask for customers e-mails -order web exlusives
via web -excuses for stock borrowing (the special customer effect),
( Reverse logistics The store refuses to: -accept a web return
-refund (Paypal web order) (
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Conversion of offline visitors into online customers- Juan del
Real 2013 A unified seamless customer experience across devices and
supports User-experience, trustworthiness, engagement Strategies
for Ecommerce success? For customers |
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Conversion of offline visitors into online customers- Juan del
Real 2013 Strategies for Ecommerce success? For businesses:
fulfilment You must build a brand, but not through brand
advertising* Bessemer e-Commerce Rule #1
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Conversion of offline visitors into online customers- Juan del
Real 2013 Thank you Juan del Real [email protected] !
