INTERSPORT e-Commerce with Divante

Intersport •  INTERSPORT is the world’s biggest sports equipment retail sales

group, owning over 5400 stores in 40 countries, whose profts exceed 10 billion euro.

•  In Poland, INTERSPORT is the leader among sports equipment chain stores, with 32 salons in 21 of the biggest Polish cities.

• The company gets awarded every year for dynamic development, increasing its market value and as a reliable business partner.

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The starting point • An active e-store based on a dedicated

solution • Usability problems

•  Low speed problems • Advanced integrations

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The plan • Marketing optimization • Conversion increase • Optimization of technological

solutions

Project goal The project covered a number of e-commerce areas. Our major goal was to increase sales by means of the online sales channel. Our plan included: 1.  Conversion optimization in the e-store – divided into

recommendation concerning the current store design and a total re-disigning of the store’s mask.

2.  Increasign e-commerce’s reach via SEM, e-PR, social media preparing grounds for future sales marketing.

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Testing

1.  Brand reliability 2.  A wide array of branded products

–  including the store’s own brands 3.  Product presentation 4.  Easy purchase process

Apart from the wide offer, a quniqe added value is the possibility of personal pickup in stores or express delivery.

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What is importnant for the customer?

Home page •  Re-designed information architecutre •  Re-designed menu •  Horizontal two-level bookmark menu

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Product page •  Two product page layouts – horizontal and standard •  ROPO support – availability in stores •  Availability •  Free personal pickup in stores

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Shopping process •  Simplification •  Less steps to make when placing an order •  Easy payment and delivery choice options

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Shopping process •  No-registration shopping •  Benefits from registration •  Registration made part of placing an order

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Access to brands •  Highlighting the brands •  Brand-based search engine

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Additional mechanisms

•  Members of the loyalty program are given discount coupons which later can be used by simply picking them from the list.

•  Information about free delivery appears together with the delivery options – at the right place and time.

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Effective recommendations •  Because of the type of business and the way the products are

searched, we introduced product rcommendations. •  The boxes recommend alternative products based on the historical

user data. •  We used Quartic recommendations system.

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What results have we achieved? •  Conversion rate increased by 46,21% •  Pages per visit increased by 21,24%

•  Server use decreased by 70% –  with the same traffic rate

•  Loading speed increased by 40% –  for the end user –  according to Google Analytics –  For some pages, the loading speed increased even by 90%

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AdWords •  Google AdWords campaign lasted

from mid-December 2011 to the end of April 2012. The revenue was 11 time bigger than the spending costs.

•  Search engine campaign reached CTR 16,60%.

•  The average click cost was between 0,15-0,19 zl.

•  The campaign has become the second biggest sales profit source in the e-store.

•  After the campaign Intersport decided to continue working with us.

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The company proposed a payment model based on the netto profit margin, which satisfied both parties Marek Bugajski, Stores Management Director INTERSPORT Polska S.A.

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Purchase decision

Revenue

Customer Acquisition Cost (CAC)

Konwersja Conversion Rate (CR)

Loyalty + Lifetime value (LTV)

Long-tail campaign progress

Budget

ROI according to GA (Income / Cost) 500% - 2000%

Optimization Traffic quality

decrease

Time

Usability optimization Quartic recommendations

Building contact list

eMail Marketing by Sendingo

Social Media

Business profitability

Range of works •  Complex service

•  E-marketing strategy

•  Ad creations

•  Analysis and design

•  Social Media

•  SEO and SEM

•  Internet auctions

•  E-commerce implementation

•  E-weekly ad

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Strategy

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More effects in less time!

Conversion

Loyalty

New users

+ 46% increase thanks to usability optimization

11 x bigger revenue than cost E-mail marketing

Success-fee

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CLIENT • Realization of

orders • Marketing

budget

DIVANTE • Technology

• Optimization • E-marketing

SCALE EFFECTS • Constant

increase • Creativity

What you pay = sales provision

•  Risk-free increase •  Constantly

motivated partner •  Focus on the offer

•  Scalable business •  Long-term learning

process •  Long-term

investment planning

•  No need to „control”

•  Cooperation between our clients

Contact Tomasz Karwatka [email protected], 500 079 624

Divante Sp. z o.o., ul. Kościuszki 14, 50-038 Wrocław, tel. +48 71 342 24 06, e-mail: [email protected]