Op 8 oktober 2015 organiseerde DRV Accountants & Adviseurs en Moore Stephens Belgium het kenniscongres E-commerce in het Belgische Brasschaat. Keynote speaker was Gino van Ossel. Hij gaf zijn visie op e-commerce business modellen.

1. (CROSS-BORDER) E-COMMERCE:
EEN RENDABEL BUSINESS MODEL?
PROF. GINO VAN OSSEL
GINO.VANOSSEL@VLERICK.COM

2. A.D.H.D.-
generation

5. B2B
B2C

7. retail sales vs. year ago
(Netherlands – Q1 2015 – CBS)

8. digital as a threat

9. digital as
an opportunity

10. retail sales vs. year ago
(Netherlands – Q1 2015 – CBS)

13. THE BUSINESS CASE
 sales
 online as driver of revenue growth

14. sales / customer:
+21%

15. THE BUSINESS CASE
 sales
 online as driver of revenue growth
 especially appealing to most committed customers

16. AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion

18. store sales
/
customer:
-10%
total sales
/
customer:
+20%

19. THE BUSINESS CASE
 sales
 online as driver of revenue growth
 especially appealing to most committed customers
 risk of cannibalisation

21. THE BUSINESS CASE
 sales
 online as driver of revenue growth
 especially appealing to most committed customers
 risk of cannibalisation
 capex
 digital requires major investments
 profit impact depends on sales volume

26. THE BUSINESS CASE
 sales
 online as driver of revenue growth
 especially appealing to most committed customers
 risk of cannibalisation
 capex
 digital requires major investments
 profit impact depends on sales volume
 opex
 fulfilment & marketing costs are incremental

28. rational
search
product
specification
long tail
price

29. THE BUSINESS CASE
 sales
 online as driver of revenue growth
 especially appealing to most committed customers
 risk of cannibalisation
 capex
 digital requires major investments
 profit impact depends on sales volume
 opex
 fulfilment & marketing costs are incremental
 margin squeeze
 due to price transparency

31. cracking
the code

34. AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion

37. your logo here

38. what is your online objective?
1. serve existing customers better

39. 2.

40. klanten
enkel
webshop
klanten
enkel
winkel
omni-channel
klanten
bron: Bijenkorf

42. what is your online objective?
1. serve existing customers better
2. customer acquisition within current market

44. bron: “Retail in Belgium,” InSites/Vlerick, 2012 (n = +170 per uitspraak)

45. plus d’info sur
www.carrefour.eu/tv

46. what is your online objective?
1. serve existing customers better
2. customer acquisition within current market
3. market expansion

47. MARKETING
26,7%
22,6%
17,6%
13,2%
0%
5%
10%
15%
20%
25%
30%
2011 2012 2013 2014
marketing cost ratio (% of sales)

52. AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion

53. LOGISTICS
contribution
& value
density
(€/m3)
high
low
high
high relative cost of
transportation
item & orderline
density
(#/m3)

55. 50%
afhalen
in de winkel
(NL)

56. 33% cross-sell
aan afhalende
klanten (NL)

57. 60%
van de retouren
gebeuren
in de winkel
(NL)

58. LOGISTICS
value
density
(€/m3)
high
low
high
high
relative
cost of
handling
item & orderline
density
(#/m3)

60. LOGISTICS
value
density
(€/m3)
high
low
highitem & orderline
density
(#/m3)

61. AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion

62. LOGISTICS
contribution
& value
density
(€/m3)
high
low
highitem & orderline
density
(#/m3)

63. B2B
B2C

64. 6
“B2B buyers have B2C expectations
on e-commerce platforms”
Andy Hoar (Forrester Consulting)

70. 7

71. 7
“50% of B2B companies
buy from B2C websites”
Andy Hoar (Forrester Consulting)

74. PERSONAL SALES?
pre-digital
sales
rep:
knows little
about a lot
ignorant
customer:
knows
nothing
digital
sales
rep:
knows little
about a lot
informed
customer:
knows a lot
about little
result
conversion:
increasing
interactions:
less & shorter
satisfaction:
decreasing
(customer
& staff !!)

75. from selling to helping to buy…

76. 7

77. 7

78. AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion

80. what is your online objective?
1. serve existing customers better
2. customer acquisition within current market
3. market expansion

81. LOGISTICS
contribution
& value
density
(€/m3)
high
low
highitem & orderline
density
(#/m3)

82. cracking
the code

83. ‘Dit boek biedt een stevig conceptueel
kader én heel concrete handvatten!
Een echte must voor al wie begaan is
met de toekomst van retail!’
Wouter Torfs, CEO Schoenen Torfs
‘Gino schrijft zoals hij spreekt:
toegankelijk, to the point en altijd
toepasbaar. Een aanrader voor eenieder
die zich met (r)etail bezighoudt!’
Tijn van Elderen, CEO Brabantia
‘Een boek geschikt voor zowel
professional als leek, voor de denker en
de doener, de gelegenheidslezer en de
alleslezer.’
Verslag van de Jury,
Managementboek van het Jaar

85. CONCLUSION
8
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
gino.vanossel@vlerick.com
@ginovanossel