E-commerce Berlin Expo - Tomasz Mazur - Danone

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  • MULTICHANNEL VS. PRODUCER S01E01- BASICSTomasz Mazur E-Retail Manager Danone

  • HOW DEEP WE CAN GO?1I HEARD THAT ECOMMERCE IS CURRENTLY SEXIEST TREND? BDW. IS IT FINALLY YEAR OF MOBILE?

    2I HAVE ECOMMERCE IN MY ANNUAL GOALS WHICH AGENCIES SUPPORT THIS?

    3ECOMMERCE IS COMPANY PRIORITY FOR NEXT YEAR TIME TO GET TO WORK!

    4WE HAVE COHERENT BUSINESS SOLUTIONS FOR ECOMMERCE. COMPETITORS COPY FROM US.

  • LETS TALK!1. IS E-GROCERIE UNDERWIEGHTED?2. COLD WAR HAS ENDED, SO WHY BUILDING SILOS THAN?3. BASICS IN COOPERATION BEETWIEN MULTICHANNEL

    CHAIN AND PRODUCERS.4. QUO VADIS ECOMMERCE?

  • RETAIL SALES 2014 POLAND (mld pln)

    Source: PMR

    540

    ONLINE FOODTOTAL RETAIL(FOOD + NON FOOD)

    27

    ONLINE RETAIL(FOOD + NON FOOD)

    0,57

    .

  • RETAIL SALES 2019 POLAND (mld pln)

    Source: PMR

    708

    ONLINE FOODTOTAL RETAIL(FOOD + NON FOOD)

    55

    ONLINE RETAIL(FOOD + NON FOOD)

    1,7.

  • SO, WHY?

    DO IT NOWLEAVE COMPETITORS

    BEHIND

    BE FIRSTNO STANDARDS

    =IMPLEMENT YOURS

    BE BETTERLOWER COSTS OF

    GETTING KNOW HOW

    Icons by: Cris Dobbins, Juan Pablo Bravo, Thomas Ucbe from The Noun Project

  • BTW. ROPO GROCERY 32% OF ALL GROCERIE PURCHASES ARE DRIVEN BY ONLINE

    Source: WWW.THECUSTOMERBAROMETER.COM

  • BTW. ROPO GROCERYONLINE INFLUANCE WILL CONVERT MAINLY IN OFFLINE CHANNEL

    Source: WWW.THECUSTOMERBAROMETER.COM

  • BTW. ROPO GROCERYBRAND COMMUNICATAION CAN BE MORE EFFECTIVE AT RETAILERS TOUCHPOINTS

    Source: WWW.THECUSTOMERBAROMETER.COM

  • We, You, They.

  • ECOMMERCE IN SILO WORLD

  • OR COHERNT BUSINESS ELEMENT?

  • ECOMMERCE AT PRODUCER

    1

    2

    3

    4

    5

    NO-ONE IS REPONSIBLE

    ADDITIONAL TASK FOR KAM

    DEDICATED HEADCOUNT

    DEDICATED TEAM

    ECOMMERCE IN EVERY PART OF

    BUSINESS

    LEVELS OF ECOMMERCE IMPLEMENTATION

  • Online Shops Offline retail

    Building ROI on digital marketing due to linking with purchase opportunity.

    Development of coperation with Brick&Click clients.

    Ecommerce environment

    Social Media

    Display

    SEO

    SEM

    WWW

    Blogs

    PortalsVortals

    Price comparisons

    Content satellites

  • `

  • SO WHERE WE AT?

  • PRODUCT CONTENT LISTINGS OUT OF STOCK

    ACTIVATIONS DATA CATEGORY GROWTH

    S01E01 - BASICS

  • PRODUCT CONTENTPRODUCER IS ALWAYS RESPONSOBLIE FOR EFFECTIVE PRODUCT CONTENT DISTRIBUTION PUT EAN CODES IN PACKSHOT FILES NAMEYOU NEED INTERNAL PROCESS AND ONE MAN FOR FEEDING BRANDBANK AND OTHER CONTENT DATABASES

    Offline Online

  • PRODUCT CONTENT DONT

  • PRODUCT CONTENTDO

  • LISTINGSLET KNOW ECOMMERCE TEAM ABOUT LISTING NEW PRODUCTTO LIST PRODUCT ONLINE PROVIDE ALL NEEDED DATA AND CONTENT IN REQUESTED FORMWITHOUT PRODUCT CONTENT THERE IS NO LISTING ONLINE

    OnlineOffline

  • OUT OF STOCK PROVIDE TOOLS AND SET ECOMMERCE GOALS FOR FIELD TEAM SET LIFO FOR PURE PLAYERS AND SHADOW WAREHOUSES MEASURE OOS WITH AVALIBLE TOOLS AND PROIVDE REASULTS TO FIELD TEAM AND KAM

    OnlineOffline

  • ACTIVATIONSALWAYS ASK FOR SALES & WEB DATA AFTER ACTIVATIONSUSE ECOMMERCE AND ONLINE CHANNEL FOR EXTENSIVE MKT. COMMUNICATION

    Offline Online

  • KNOW HOW MAKE LOT OF TEST AND EVALUATE IT WITH AS MUTCH DATA AS YOU CAN GETWITHIN BOTH CHAIN AND PRODUCER PARTNESHIP DEVELOP COMMON SHOPPER KNOWLADGE

    DATA SURVEYS

  • PURCHASE BARIERSBARIERS FOR CHANNEL, CATEGORY, BRAND, SKU

  • CATEGORY DEVELOPMENTCATEGORY CAN BE DEVELOPED BY EDUCATION, NOT ONLY WITH ICONIASATION

    CONTENT RECEPIE PURCHASE

  • CATEGORY DEVELOPMENTCATEGORY CAN BE DEVELOPED BY TOOLS WITH ADED VALUE AS WELL

  • TIPS & TRICKS

    EAN CODES IN PACKSHOTS FILE NAMES BRANDBANK FEEDING PROCESS DEDICATED PERSON IN MAREKTING DEP.

    PRODUCT CONTENT

    LET KNOW ECOMMERCE TEAM ABOUT NEW PRODUCT

    PROVIDE ALL NEEDED DATA AND CONTENT IN REQUESTED FORM

    PROVIDE TOOLS AND SET ECOMMERCE GOALS FOR FIELD TEAM

    LISTINGS & OOS

    ALWAYS ASK FOR SALES & WEB DATA AFTER ACTIVATIONS

    USE ECOMMERCE AND ONLINE SPACE FOR EXTENSIVE MKT. COMMUNICATION

    ACTIVATIONS

    USE ECOMMERCE TO MAKE CATEGORY AND BARIERS TESTS

    CAT. MAN. LISTING RECO FOR ECOMMERCE

    BARRIERS & CAT. DEV.

  • NEW IDEA, TREND ON THE

    MARKET

    FIRST CASE BUT FROM OTHER

    COMPANY

    FIRST SURVEYS MADE BY AGENCY

    OK, LETS MAKE TEST

    ROLL OUT ONLY IF IT WORKS

    SUCCESS OR LEARNING

    CHANGES IN CORP.INNVATIOVE COMPANIES MAKE TEST INSTEAD OF WAITING WHEN THEY SEE NEW TREND HIGLY INNOVATIVE COMPANIES EVEN IF THEY FAIL WITH TEST TRY HARDER AND DONT GIVE UP

    1 2 3 4 5 6

  • QUO VADIS ECOMMERCE ?

  • QUESTIONS?Tomasz Mazur Kierownik Ecommerce | E-retail ManagerDzia Sprzeday | Sales Departmente-mail: Tomasz.MAZUR@danone.com