Wiljo Krechting - eCommerce in Europa - Concurreren in een levendige markt
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eCommerce is één van de snelst groeiende industrieën in Europa met een hoge potentie voor alle spelers op de markt. Maar, eCommerce is niet iets simpels als het gewoonweg verkopen op internet. Webwinkeliers hebben slimme strategieën nodig die hen laat onderscheiden van de concurrentie. Wiljo Krechting schetst in zijn presentatie een beeld van de eCommerce in Europa. Hij laat enkele voorbeelden zien van succesvolle webwinkels en strategieën en hoe internetservicebureaus hiervan kunnen profiteren.
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Wiljo Krechting - eCommerce in Europa - Concurreren in een levendige markt
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- 4. 4 o Overview about eCommerce in Europe o Examples and rules of good strategies o Marketing tips for shop owners
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- 7. o B2B and B2C o Internet Pure Players o Players with additional branch network o PopUp Stores o Flagship Stores 7
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- 27. 27 4. Cooperate
- 28. 28 One example of working together is bepado
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Hinweis der Redaktion
- Good day, ladies and gentlemen, it is nice to have you here. Welcome to my presentation. My name is Wiljo Krechting, I am the PR manager of the German-based shopware AG and today I would like to give you some general insights into Online shop marketing and how especially small and mid size shop owners can make the most of it.
- This is why I chose the titel of this presentation European eCommerce – Competing in a vivid industry. And this is especially meant for smaller and mid size online businesses. Question: who of you in the audience is envolved into ecomerce in whatever way? Any shop owners or agencies?
- So who is actually Shopware? We are a manufacturer of Online shop software and we are covering the whole range of business sizes from small and mid-sized businesses through to big players such as Deutsche Bahn, Haribo, Mattel and many more. We are known as one of the most innovative players on the market and since the begining of 2014, Shopware is also available on the durch market.
- So what can you expect today? Overview about eCommerce in Europe and strategic countries Examples of good strategies Tips for shop owners
- Let‘s start with an overview of the potential of ecommerce in Europe and the situation as it was in 2013
- -They are about 816 Million people living in Europe -565 Million are online an -264 million people regularly purchase goods online. The turnover of eCommerce goods and services in 2013 was about 363 billion Euro, -The top 5 eCommerce countries are UK, Germany, France, Austria and the Netherlands -We got 3.7 billion parcels annually and an estimated number of 645,000 onlinebusinesses -so as you can see eCommerce has a high growth rate in Europe which is btw, also due to the improvement of digital infrastructure such as broadband internet even in rural areas, mobile internet and cheaper mobile devices
- These Busineses can be separated into different dimensions -The most obvious ones are B2B and B2C -Internet Pure Players like Amazon or additional branch network -PopUp Stores (example doube decker) -Flagship Stores like Apple runs them in bigger cities in prime locations Just to name the most important ones
- The situation in the ecommerce universe is as follows: Amazon has a market share of roughly 25 per cent on avaerage And the strategy of Amazon follows a simple principle: lowest prices, large choice And with this strategy, Amazon wants to double ist market share by 2020
- This is a keen situation for other online businesses as you can see on this picture But there is still good news
- But there is good news:There is still a 75 percent share of the pie left that you can make use of
- So actually a lot of opportunity of shop owners to participate if they run the right strategy and act smart.
- But how do they act smart? How do smaller and mid sized Shop owners get their piece of the cake? This is a question that experts discuss these days and they come up with many promising solutions Today I would like to give you some rules that you should keep in mind.
- The first one is: focus on your strenths In other words: be different. Smaller Shop Owners will never reach the size of Amazon, but that is not necessary as long as they conentrate on what they are good at
- One example is outfittery Has anyone of you in the audience ever heard of outfittery? The other day I received a call from agirl calles Stefanie. Sha started with hey Wiljo, what are you wearing? I was a bit confused at first but then we figured out suitable clothes box that was delivered twe days later and I kept most of it. This is a fantastic strategy concerning customer care and it really is one of strengths that smaller players can focus on: et in touch with the customer
- Tambini is another good example. In this shop, you are not buying any products, you buy a good time for your children. In other ords: a party. A Kid‘s Motto Party to be more precise. You just choose a category like space party, fairy tale, pirate adventure for example Choose between the gender of your kid and it is goin to have the most awesone party in his life
- Local gourmet, sells beef, but more than that, an ideology. The owners of local gourmet are convinced that in times of one meat scandal followinf the other the need to change something. They want to make all production stages of steak as transparent and comprehensible as possible.
- And that is how it works You pick a farm in your region Choose a cow and the part of the cow you want to buy And only when all parts are sold the meat will be produced, delivered and finally eaten
- Let‘s rpoceed from meat to fish Deutsche See Germany‘s biggest importer for salt-water fish But their strategy goes beyond selling dead fish. It also contains delicious recipes on how to barbecue fish, a barbecue guide and videos Content marketing is the keyword here
- If you cannot be big, be smart! Running creative concepts is among the most vital factors. But how does this look like? One concept, if you are not an online pure player, is certainly the combination of your local store and your online shop.
- Please hav a look at this. What you see here seems to be an ordinary shelf but this was actually a poster, that could be found at train stations and other crowded place in Germany. The campaign was run by the drug store chain Aliqua. Underneath every product there was a QR Code and by Scanning it with your mobile device you would automaticallly be linked to the product in the onlie shop Actually the concept was invented by the korean subsidiary of the British supermarket chain Tesco
- Meanwhile, entire QR code supermarkets start to spread which is a very suspenseful develoment
- Speaking of QR Codes. The Korean Emart Sunny sale was another very clever way of making use of it. Emart introduced “The Sunny Sale” which involved a three-dimensional QR code that was placed across the city and could only be scanned during the hours of 12 and 1 each day, due to the sunlight casting a shadow to complete the QR code. Anybody who did scan the code was given a special discount code with 25% off that could be redeemed in store or through their mobile e commerce site. Emart have seen a great increase in sales during the lunchtime period and have doubled the number of locations for this promotion.
- Let us proceed to the next point
- One good way for online retailers to make a good business is to find a niche. Because if you sell products that no one else has, you are going to be in an outstanding position A good example for this is the shop Donkey products. The donkeys as we call them sell funny and extraordinary gifts, mainly or city people, no matter if they live in a big or small town.
- By the way, if you want to run a good shop, use a responsive design Donkey products is, at the same time a good example for this since it is perfectly displayed on every mobile device If you want to see what I mean feel free to scan this code with your mobile device
- Seriously, firebox.com claims to sell extraordinary products and gadgets that no one needs Examples: 2,5 Kilogramm chocolate skull, a ninja mug, shark with frickin laser Beam attached to ist head If you are curious now, just check it out
- What is a good way for small players to resist the big ones? Of course cooperate! A new and totally way to do so is bepado.
- What is bepado? It is a B2B network, launched by Shopware in 2013 which allows shop owners to connect with each other share their goods, expand their range, increase their sales and boost their business.
- I want to show you a short movie that explains what bepado is and how it works. Bepado.com
- This is very important, because nothing is more annoying than losing a customer that already is in the shop, so to say on the hook. Many Shop systems offer tools that allow you to check on what page or in what position of the checkout process a customer has left your site. Also tools like google Analytics can be usefull here. What you see here for example is a heat map that provides important information on the interesting and boring areas of your webiste too.
- If you run a shop, you don‘t not have to start as a super fancy and sophisticated enterprise. That counts especially for smaller or mid size onlineshops But there is already a lot you can do to make your shop as interesting as possible and use attractive webshop tools Standard eCommerce Systems such as Shopware allow you to do great marketing already with the functions provided by the manufacturer
- Liveshopping functions bring some action into your shop and encourage the customer to buy. According to a straightforward principle, offers or unit quantities are temporally limited or articles get more expensive every minute, and customers are encouraged to make bids. Some of you might know the principle from Shopping TV
- With the bonus system you are able to gift bonus points to your customers for every purchase and therefore reward them for their loyalty. This clever system ensures a regular customer base because it binds the customers to your shop.
- In my opinion of the most important features of a modern online shop. You automatically offer matching products to the goods your customer buy. has decided for an raise your turnover. Customers who bought this also bought.
- But the most effective thing to do is personalized advertisement. That of course requires a system that provides the technological capability. A system that collects the data of your customer to make appropriate suggests or sends intelligent newsletters. And some systems even give the whole shop an individual look depending on what the customer is interested in
- Shopware provides all tese functions and many more to support bus either by default or by third party extensions such as copernica. The Copernica marketing software is also available for Shopware. And the Plugin can be downloaded in the Shopware Community Store The Copernica Software can helb shop owners to plan sophisticated markeitng campaigns, so that shop owners can, for instance create sophisticated e-Mailings, Websites, social media or print campaigns and so on. The copernica database for instance helps you to create personalized mailings with cross selling roducts based on the buying behavior oft he customers. For personalization is, as I said before, a crucial factor for todays ecommerce. Visit store.shopware.de
- I hope you have learned a couple of things today. If you want to know more we would be pleased to answer your questions at our stand over there Or visit www.shopware.com. Thank you very much for your attention and I hope to see you soon.