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MENA ecommerce review within retail
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A case study by Mohammed Sajjad Bhojani3rd March 2013
“Al Shaya, online and digital”
70 brands, 2,400 outlets – Al Shaya is a retail phenomenon
International retail franchise operator
Founded 1980
Operates in MENA, Russia and EU
32,000 employees, $2billion turnover
Retail continues to flourish in ROW,but internet is now part of the
retail landscape
Pure plays start the eCommerce revolution & innovate where traditional retail has not
moved fast enough
Circa 2m member mark. MENA roll out 3m uniques per month
Trading in 6 Gulf markets
Secured $20m in funding
$1m turnover in 10 months –www.jadopado.com
Online shopping (2012 ) worth $2bn in UAE
Online sales in Egypt up 150%
Iran up 80%
Region is connected 24/7
Connected customers consume content
Mobile is ecommerce
Fear of credit card security starts to decline
Amazon et al fall foul of logistics, clearing & no COD
Aramex changes ecommerce with COD. Online sellers see 70-80% via
COD (low margin, high returns)
Last mile continues to challenge MENA just as in
more mature markets
Al Shaya select Magentoplatform for ecommerce
Mothercare.KW goes live March 2012
Not yet global/local and needs an Arabic version asap
Suffers from duplicate content with .com site
La Senza acquisition sees new web site released in 2012
New site is key part of La Senza re-launch in UK offering a national shop window
First phase Body shop live in Dubai, next step transactional???? Turkey? Russia?
Al Shaya sites suffer low volume of traffic, lacking digital plans & execution
Evidence of digital marketing exists with La Senza’s affiliate programme
Competitors leveraging large volume of ebay traffic (18m million visits per week)
PPC activity or lack of is a concern. Competitors bidding on brand name
Customer searches on la Senza
Figleaves and Ann Summers are picking off brand loyal, returning and high ROI customers
SEO rankings are poor vs competitors. Current approach lacking.
Customer enters Sleep wear
ASOS and Next rank for “Sleep Wear”
Large generic traffic keywords owned by competitors
Customer enters Lingerie
La Senzarankings not visible. Urgent SEM strategy needed with investment
SEO KPI analysis identifies poor LaSenza performance within market
La Senza BHS Selfridges
Page Authority
58 64 79
Page MozRank
5.18 5.69 6.16
Page MozTrust
5.72 5.84 6.1
External followed links
2,988 10,152 34,998
Recent changes have impacted Google shopping – this is no longer free but is
a large traffic driver
No presence for La Senza within Google Shopping
Suggests inactive feed or new PLA ads not set up with a CPC investment
Al Shaya SEO approach is questionable–Mothercare.KW Meta data requires rework
Keyword selection does not appear to be researched or chosen based on keyword volume – why would you target the keyword “Drive” “Combination”?
Page titles and meta data are core SEO components – site is not optimised
Page title only contains Car Seats this should be supplemented with target keywords eg Isofix, childrens car
seat etc based on a keyword plan
How many Al Shaya sites have a keyword plan?
Page source analysis shows meta data on car seats page is not page specific and loaded with
same keywords from home page...
Within the car seat category the content and keywords should be car seat related
Significant opportunity online for Al Shayaacross all markets
Needs to up-weight multi language roll out and deliver high volume of sites rapidly
Digital Marketing strategy needed to ensure cost effective/efficient traffic generation across all
sites and markets
Short term priority with la Senza to drive web contribution and web sales with Traffic plan
SWOT
Strengths Weaknesses
Opportunities Threats
Retail experienceCost effective platform (Magento)
2 Trading sites live (LaSenza/Mothercare)Experienced management teamAl Shaya investment/resources
Strong brands & recognitionTrusted brands
Local language (Mothercare)Stock/Merchandising (Mothercare)Pace – roll out of multi lingual sites
Digital Marketing Lack of mobile (LaSenza/Mothercare)
AnalyticsTrading & Merchandising
Digital Marketing strategyNon Branded SEO
eCRMRetargeting
Social Media (LaSenza/MENA)PPCConversion via platform enhancement
Mobile – multi platform & multi channelGet logistics and customer service right
In Store POS
Local pure plays getting it rightMore nimble competitors with quicker pace of
developmentCustomer adoption (slow)
Customer fears ref credit card usage online