-1- Go eCommerce - Erfolgreich im Internet verkaufen! -1- B Baldessarini Baume & Mercier BERING Blox Uhren BOSS Bronzallure Bruno Söhnle Buddha to Buddha Schmuck Burberry C caï Calvin Klein capolavoro Caravelle New York CASIO Certina CHRIST Chrysalis Schmuck Citizen Colibri Accessoires Cowstyle D Daniel Wellington Designhütte Diesel DKNY Dugena E EBEL Emporio Armani Engelsrufer Esprit Esprit Collection Schmuck F Festina Uhren Flik Flak Fossil Friedrich G GANT Gervida Gucci Guess H Hamilton Hanowa Heisse und Söhne Henry London Uhren Hirsch J Jacob Jensen Jacques Lemans Jawbone JETTE Joop! Junkers K Karl Lagerfeld KeeeArt Schlüsselaccessoires Kerbholz L Lacoste Liebeskind Uhren lola and grace Longines M Marc by Marc Jacobs Marco Bicego Marjana von Berlepsch Maurice Lacroix MelanO Michael Kors Mido Modalo N Nixon NOELANI P PANDORA Pearl Style by Gellner Pesavento Police Prinzessin Lillifee Q Q&Q SmileSolar Quinn Quoins R Rado Raymond Weil Rosendahl Runtastic Uhren S Sacher SANSIBAR Schoeffel Seiko Sence Copenhagen ShoreProjects Uhren Skagen Snö of Sweden Schmuck s.Oliver S. T. Dupont Steel by Christ Swarovski Swatch Swiss Military Hanowa T TAG Heuer The One THOMAS SABO Timex Tissot Tom Tailor Tommy Hilfiger TONI GARD Tory Burch TOV Essentials Triwa TW Steel U Union Glashütte UNO de 50 Schmuck W Wewood Windrose X XEN Z Zeppelin Zoccai Online shop ecommerce webshop Pandora Fossil Miore Goldmaid Swarovski Elli Bob C. Pilgrim Amor Mike Ellis New York Esprit Adriana Roberto Cavalli Viventy monomania Bella Donna Valero Pearls Christ Dyrberg/Kern Joop! Leonardo Kettenworld Guess sweet deluxe Six s.Oliver Nomination Pierre Cardin Morellato Frida Nyberg Celesta Spirit of New York Orphelia Diamonfire InCollections Rafaela Donata Heartbreaker Drachenfels Design Naava Citerna ZEEme Carissima Gold ByJoy eCommerce strategies for brands Olaf Grüger [email protected]++49 171 4826523
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Digital strategy for luxury brands (jewelry, watches) Inhorgenta 2016 Munich
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- 1 -Go eCommerce - Erfolgreich im Internet verkaufen! - 1 -
Arne Jacobsen
BBaldessariniBaume & MercierBERINGBlox UhrenBOSSBronzallureBruno SöhnleBuddha to Buddha SchmuckBurberry
CcaïCalvin KleincapolavoroCaravelle New YorkCASIOCertinaCHRISTChrysalis SchmuckCitizenColibri AccessoiresCowstyle
MMarc by Marc JacobsMarco BicegoMarjana von BerlepschMaurice LacroixMelanOMichael KorsMidoModalo
NNixonNOELANI
PPANDORAPearl Style by GellnerPesaventoPolicePrinzessin Lillifee
QQ&Q SmileSolarQuinnQuoins
RRadoRaymond WeilRosendahlRuntastic Uhren
SSacherSANSIBARSchoeffelSeikoSence CopenhagenShore Projects UhrenSkagenSnö of Sweden Schmucks.OliverS. T. DupontSteel by ChristSwarovskiSwatchSwiss Military Hanowa
- 2 -Go eCommerce - Erfolgreich im Internet verkaufen!
AlienworkAmonfineshopAMPM24 AndoerBABAN Better DealzBewellCasio ChianrliuCLUSE Daniel Wellington Diesel DIGIFLEX EasyRead Time TeacherEmporio Armani ESPRIT Fossil FoxnovoFranterdHITOP InvictaJewelryWeJSDDE KezziLego
Michael KorsMike Ellis New York MVMT New Trend - Love forAccessoriesOozooOulmPure Time Pure Time LED-RETRO-UHR Pure-Kinderuhren Ravel s.OliverSannysisSanwoodSharkSIX SkagenSouartsSt. Leonhard SuuntoTime Piece TO Federstege Tommy Hilfiger UkamshopVovotrade® WEIDE
Winner 4you Design AbeilloAmoonìcAmoonícANEWISH Angel for Angel Argenti di LussoBeadaholiqueChaomingzhencnWayCulater® D'amelieDiamoreElli Engelsrufer FashmondFlorayFossil Geschenke Schmuck goldmaidGolechaHolyPinkInternational Connection JewelryWeJewowJSDDE KONOV LatigerfLe Premium Liebeskind Berlin LillyMarie® MARENJA Melina Merdia
MioreMiss LovieMunkiMixPandora Party Discount Pauline & Morgen pewterhooterPixnor® SilberDreamSILBO SongmicsSongmics-Display TEROON by Grom Schmuck Yazilind
E-Volution of Brands
- 3 -Go eCommerce - Erfolgreich im Internet verkaufen!
Agenda
1. Overall ecom market anddevelopments
2. eCommerce strategy options
- 4 -Go eCommerce - Erfolgreich im Internet verkaufen!
eCommerce in Europe reached a 352 bn EUR turnover, (~30% of global), still growing double digit.
- 5 -Go eCommerce - Erfolgreich im Internet verkaufen!
UK, France and Germany account for60% of European eCommerce
TOP 12 COUNTRIES SHARE OF EUROPEAN B2C E-COMMERCE MARKETShare of European B2C e-commerce market, 2014
- 6 -Go eCommerce - Erfolgreich im Internet verkaufen!
Cross-border online sales will growtwice as fast as domestic sales.
- 7 -Go eCommerce - Erfolgreich im Internet verkaufen!
CBT - The modern spice routes
Source: PayPal/Nielsen, 2013 Modern Spice Routes - The Cultural Impact and Economic Opportunity of Cross-Border Shopping
- 8 -Go eCommerce - Erfolgreich im Internet verkaufen!
Step 1: Start with the customer andwork backwards!
Who do you think is yourcustomer?
What data do you reallyhave?
How does the customerbehave?
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Customer Buying Behaviour
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Customer Insights: Fossil acquires wearable maker Misfit for $260 million
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Customers start the offline buyingprocess at a retailer.
Choose Retailer Choose Product Buy Product
Product overviewProductinformation
Productselection
1) „Offline buying process“
Normally the customer chooses a retailer he knows. At the retailer he chooses the product.
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The buying process in the internet isdifferent: product comes first.
Choose Product Choose Retailer Buy Product
Product overviewProductinformation
Productselection
2) „Internet buying process“
In the Internet the customer chooses a product first and then theretailer. Therefore search engines, marketplaces and comparisonshopping engines become more relevant.
- 13 -Go eCommerce - Erfolgreich im Internet verkaufen!
30%of online buyers began researching their last online purchases at Amazon, more than double the number who began their research with Google.Source: Forrester Research survey June/2012.
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The internet has a men‘s problem!
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Step 2: identify your focus areas
3) Online Showroom
2) B2B Portal1) Data Management
4) eCommerce Distribution
- 16 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.1 Centralize your (Product) Data Management and optimize it!
…
- 17 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.1 Descriptions, display of productsand content need to be optimized.1. Product titel (SEO optimized)
2. Highlights (SEO optimized)
3. Product informationen (SEO optimized)
4. Product description (SEO optimized)
5. Product pictures (check resolution!)
6. Videos (check resolution!)
7. Assign variants and colours correctly
8. Right category
9. Right search terms
10. Etc.
ToDo: write operating instructions
Do it first time right!
It is painful!
Advanced: Different content fordifferent distributionchannels or retailer
clusters.
Product for Men orWomen?
- 18 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.2 B2B Portals for retailers (gated)
1)Purely information driven2)Information, products and orders3)Information, products, orders and
new customer focus
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2.3 Online presence of brands: Showroom and store locator
- 20 -Go eCommerce - Erfolgreich im Internet verkaufen!
2.3 Online presence of brands: Showroom with retailer search
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Ebel sells direct in the US.
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Online only brand: kavaj (FBA, 10m EUR)
kavaj-Shop via Amazon Webserviceskavaj-Shop at amazon (global)
- 23 -Go eCommerce - Erfolgreich im Internet verkaufen!
F2C sample: Ankerdirect
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4. External eCommerce DistributionRate your partners through a Scoring Model
Country CompanyName CompanyAddress CompanyCity Total GMS Online GMS PP, MC,
other
sells on
ebay, amazon,
etc.)
A/B/C Cluster?
DE company 1 address 1 city 1 124.000 24.800 PP yes A
DE company 2 address 2 city 2 12.400 2.480 MC no C
DE company 3 address 3 city 3 34.200 6.840 no C
UK company 4 address 4 city 4 224.000 44.800 no A
UK company 5 address 5 city 5 154.000 30.800 PP no A
CH company 6 address 6 city 6 664.000 132.800 MC no A
CH company 7 address 7 city 7 54.000 10.800 PP no B
AT company 8 address 8 city 8 66.000 13.200 no B
AT company 9 address 9 city 9 32.000 6.400 PP yes C
US company 10 address 10 city 10 143.000 28.600 MC yes B
FR company 11 address 11 city 11 235.000 47.000 yes B
IT company 12 address 12 city 12 9.870 0 yes C
DE company 13 address 13 city 13 34.200 6.840 PP yes C
UK company 14 address 14 city 14 20.000 4.000 MC yes C
Longlist per country Automated (Price-) Monitoring
eCommerce questionaireeCommerce Scorecard
Company Total GMS Online GMS Category 1 Category 2 Category 3 Category 4 Category 5 Potential GMS Countries
Competitors (k2, etc.)
and Listings …
Product
text
needed?
pictures
needed?
video
needed?
company 1
company 2
company 3
company 4
company 5
company 6
company 7
company 8
company 9
company 10
company 11
company 12
company 13
company 14
company 15
company 16
company 17
company 18
company 19
company 20
company 21
Brands PIM Data
?
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• Amazon
• Pure Player
• Specialist (Valmano etc.)
• General Merchandise (Zalando, Otto etc.)
• Flash Sales (Vente Privee, Buyvip etc.)
• eRetailer (Wempe, Christ etc.)
• Marketplaces (amazon, ebay etc.)
• Own eShop
Different online players have different strategies and need different „treatments“.
- 26 -Go eCommerce - Erfolgreich im Internet verkaufen!
Optimize for Amazon – if you want!
- 27 -Go eCommerce - Erfolgreich im Internet verkaufen!
New Players: brands/holdings!
• In 2010 Richemont (Cartier, IWC, Montblanc) boughtNet-a-Porter, and invested in Portero (pre-ownedwatches!).
• LVMH (Moët Hennessy, Louis Vuitton) invested in ModaOperandi (flash sales) in 2012.
• PPR (Gucci, Puma, etc.) and yoox teamed up (2012) and invested in Bigfoot (by Rocket Internet).
- 28 -Go eCommerce - Erfolgreich im Internet verkaufen!
New Players with new business modells: Media forRevenue, Media for Equity, Private equity for Exit, etc.
Sample: P7S1 is the VC arm of media empirePro7Sat1
- 29 -Go eCommerce - Erfolgreich im Internet verkaufen!
Baublebar: Burda beteiligt sich an $20 Mio. Runde für Schmucklabel
- 30 -Go eCommerce - Erfolgreich im Internet verkaufen!
Existing Marketplaces support sellers heavily to sell internationally.
eBay Global Shipping Program
Amazon Europe Marketplaces Account
(seller central)
Any brand (or retailer) can easily sellonline globally.
- 31 -Go eCommerce - Erfolgreich im Internet verkaufen!
Sample: Retailer Monitoring
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End of lifecycle products and overstocks: whichonline distribution channel in which country?
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Summary
• Overall ecom market (regions, etc.)
• Step 1: Start with your customer(women!)
• Step 2: 4 focus areas
– Data Management
– B2B Portal
– Online Showroom
– eCommerce Distribution
- 34 -Go eCommerce - Erfolgreich im Internet verkaufen!