Benny Sintobin, CEO E-Shopinvest
Channel conflict is a legitimate concern for many companies considering e-commerce. However, when properly implemented, e-commerce will help grow sales across all channels. During this session, we will share insights and best practices that will help mitigate the risk of channel conflicts.
E-Shopinvest created and operates end to end online flagship stores for a portfolio of brands including Samsonite, Godiva, and Jules Destrooper. Over 85% of the online transactions that we manage are generated outside Belgium.
7. • 1 OUT OF 2 people
– go online to research a product
• 1 OUT OF 4 people
– go to a brand/manufacturer site to collect
information before making a decision
• 1 OUT OF 20
– actually order online
9. Inspiration Orientation Buy Buy Service
Early Actual Actual
Stage Buying Buying
Buying Period Decision Decision
Decision Of 1 hour several Today 2015
days..
11. • Brand Loyalty & Ecommerce
Brand Loyalty is higher online than offline for ‘same households’
• Price Sensitivity & Ecommerce
Light Online Moderate Online Heavy Online
Consumer Consumer Consumer
- Online: less price - Offline: more price - Online: very pice
sensitive sensitive sensitive
- More loyal to - Still loyal to brands
brands
• Food & Non Food Products
Brand Loyalty & Price Sensitivity differences are larger with food than non-
food products.
14. Use your web presence and internet marketing to
develop overall sales
1. NEW ONLINE (b2c e-commerce)
2. PRIMARY OFF LINE SALES (b2c e-commerce)
15.
16.
17. Before launching your
B2C online flagship store
“Identify the gaps between
your B2B customers and the end-consumer”
18. Identify the gaps to fill:
1. Geographical (in a country, new countries)
2. Target Groups (e.g. busy professionals etc.)
3. Seasonal (e.g. Christmas etc.)
4. Product Depth
5. New Product Launch
6. Merchandising
19. Before launching your
B2C online flagship store
“Consider the pricing on the flagship store”
20. 1. Sell at list price at all time (for every country)
2. Delay markdowns on the flagship store until the
primary channel has had the chance to sell through
21. Before launching your
B2C online flagship store
“Think of the opportunities of you
‘store’ locator”
23. MAKE YOUR STORE LOCATER A TIERED SYSTEM
Gold Silver Bronze
• Sell the ‘dealer locator concept’ to expand product
penetration in the stores
• Feature stores that offer a special ‘service’ for your products
MENTION YOUR STORE LOCATOR AT THE PRODUCT LEVEL
DRIVE TRAFFIC TO YOUR STORE LOCATOR
25. Provide and gather warranty information from all products in
the market.
Start an eCRM campaign.
26. Process online end-user returns for your products, regardless of
the sales channel. Whether they are finished products or spare
parts.
27. Avoid missed transactions.
Provide simple tools to process in-store orders with your e-commerce
infrastructure (they will never carry all your products)
