A quick intro to e-retail marketing to e-commerce beginners.

1. e-Retail Marketing:
“Gain the Space you Deserve!”
Nikos Varvadoukas
Group e-Business & Digital Marketing Μanager

2. Who is presenting ?
My Origin is Marketing & Retail
(GERMANOS, DIAGEO, ADVERTISING)
Now
E-Commerce Click & Mortar
Getitnow.gr & Public.gr &
Meandhome.gr Multirama.gr

3. Can I use everything I will hear?
DEPENDS On
 Nature of your Company (e.g. Click and Mortar or Pure E-commerce Model?)
 Phase of your Brand (Introduction, Growth, Maturity, Decline)
 Investment Possibilities (Seeding Strategy or Aggressive Approach?)
 Product Portfolio (Own Products or Merchant ?)
 Expertise in On line Marketing (Hands on People or Agencies?)
SO JUMP IN
during presentation

4. I have Got A Question for You

5. I have got a Question!
Which on line store would you prefer to Buy the book called
“The Casual Vacancy” of J.K.Rowling ?

6. Let me Simplify a bit

7. I have got a Question!
Now Which on line store would you prefer to Buy the book called
“The Casual Vacancy” of J.K.Rowling ?
SAME PRICE £9 = 11,1€

8. Let me Help a bit MORE!
 Greek Customer Support (Pre and After)
 1-3 Days Shipping
 Price Guarantee
 Free Cash on Delivery
 Free Store Pick at 19 Stores
 Free return if necessary

9. The Answer is…………?

10. It is True that
You will NOT Gain Web-Space
If you do not answer
one fundamental question
To YOURSELVES responsibly

11. Why Should a visitor
buy it from MY E-SHOP?

12. It is not Good to Focus only on…
Making continuous Price Wars
Copying what the Competitor Did
Executing Blindly On line Techniques

13. My Recommendation is to
BUILD YOUR BUILD YOUR
ON LINE BRAND BRAND ON LINE
WWW. .com

14. OK … now WHAT?
How can I GENERATE
Revenues from E-commerce

15. Retail Revenue Model
Visitors
( Bring New / Sustain Old)
X
Conversion Rate
( Tackle Mental & Practical Barriers)
X
Av. Basket
( Drive Up and Cross Sell)

16. Let’s Start
7 Things to DO

17. 1/7 Things to DO
Select Carefully your Target Market
& Get to Know it
 Gender: Male / Female - Unisex?
 Location: Greece / Balkans / International
 Income High / Low Spenders
 E-commerce Familiarity: Light / Heavy E-shoppers
 Motivation: Price or Value Oriented
 Way of Living: Multitaskers or Single Interests
 Purchase Habits
Study Them In Focus Group / Live with Them

18. 2/7 Things to DO
Study thoroughly Competition
Know their Strengths & Weaknesses
 Browse their E-Shop and Note Friendliness Levels
 Recognize their On line Services Mix from Corporate Pages
 Check Assortment and Commercial Cooperations
 Find out their Promotional Tactics
 Become their Fan and find out Social Media Strategy
 Make a Mystery Purchase to test Fulfillment Policies

19. 3/7 Things to DO
Set Up and Support
your On Line Store Positioning
 Define Your Key Promise / Brand differentiating points
e.g. My E-store stands for giving the best offers notion in the technology market
 Decide Values and Personality
e.g. Practicality / Entertaining / Expertise / Innovative
 Bring your Identity in Life
e.g. in the Brand Name, in the Logo, in the Iconography, in the Music of the call center
 Keep it Consistent Everywhere
e.g. in your newsletters, in the signature of your e-mails to Customers
Google Campaign Ad texts , Organic Title, FunPage Description, they way agents speak on the phone
Details lead to perfection
And perfection is not a detail

20. 4/7 Things to DO
Decide your E-Retail Marketing Mix
 Assortment Range. Hard Decision
What are My Destination Categories
 Price Point vs Competition.
Where I follow and where not
 Advertising & PR Mix. Do I use both On & Off Line
 Build Traffic Partnerships. Price Engines, Deep Affiliation.
 Launch Your e-commerce services (24/7 Phone, Free Return, Video Reviews)
 Decide Your Packaging (Poor, Medium , or Expensive)
 Define whether you Reward or not frequent purchase

21. 5/7 Things to DO
Build TRUST for your Brand
 Prove your Intention as an E-shop.
Who you are. Your Background - History. Your Vision. Inspire safety.
 Put others Speak about you.
PR about your achievements , Gain certificates / Seals of Reliability
 Demonstrate Good Reputation from your customers in your e-shop
My customers say about me

22. 6/7 Things to DO
Convert by Making your Site
easy to Browse and Purchase
 Clear Web Tree and Product Categories
 Advanced Search Functions (Search Box and Facets) / Clean Catalogue
 Complete & Inspiring Content
 Easy Check Out

23. 7/7 Things to DO
Build Strong Relationships
with your Customers
 Respect User Permissions.
 Try not to Spam in Newsletters. Experiment in Segmentation.
Try to be as much Relevant Possible.
 Be honest and Kind when there is an Issue. Respond Quickly
 Try to Surprise. Try to Excite.
 Choose your Social Platform and create Authentic Engagement
 Generate Virality

24. Measure and…Measure
My Killer Metrics in E-Retailing
I. Branded Visits
II. Frequency of Visits
III. Engagement
IV. Conversion Rate
V. Post Purchase Satisfaction and Recommendation Intention

25. A Big Thank You
Nikos Varvadoukas
Group e-Business & Digital Marketing Μanager
www.linkedin.com/in/varvadoukas