Soren Kruse: Tarptautinė elektroninė komercija“ (anglų k.)

International e-Commerce

About me

• + 13 years experience with e-Commerce (both as consultant and product owner)

• Before that education in retail industry• Masters degree in International business.• Been in charge of startups such as:

• Bygmaonline.dk (national) and LEGOwear.com (International)

• Repositioning– BoConcept.com and TCPrekyba

• Strategic adviser / Board member Multikoeb.dk

International experience

• BoConcept.com– Global head of e-Commerce and Digital

• 55 websites• Relaunched web platform (dynamic web to Sitecore) (1

deadline for all)• Introduced e-Commerce on 9 markets Amongst these

(Denmark, UK, Sweden, Holland, Belgium, France, Germany, Austria and USA

Lessons that I have learned• Everyone thinks that their market is unique

• Everyone believes that special solutions are required on their markets

• e-Commerce is so simple that everyone has an opinion

• Many believes that the website is a place that we should tell more about the company– Fact in retail 99% of customers are there because of the products.

• Most companies has a inside - out view to the market instead of a outside – in view

• Data is not always enough when feelings are involved

Biggest challenges I had

• (inside company) Not understanding the customer journey

• Thinking offline and online is the same• Website is treated as marketing platform (what

we want to tell the customers)• Bad IT infrastructure – determines the online

solutions• Wrong partners (platform)

• Wrong partners/Agencies (online marketing)

Charles Darwin

“It is not the strongest of he species, nor the most intelligent, that

survives…

It is the one that is most adaptable to change”

Charles Darwin

What I will talk about today

• I will talk about my own experiences• Based on my time in BoConcept

• As I said earlier, everyone thinks their market is unique

• I would claim that markets are more similar than we think – the difference is how we use the channels

Source javaGroup 2012. Based on European and US research

Attention

Interest

Desire

Action

Forrester Research McKinsey & Co

AccentureOracle

Sales cycle changes

E-commerce to Multi channel retail

The difference is

• We use the same channels, but some markets are more mature than others

• In the next slides I will talk about research online. Its important to underline, we talk about active research – active search

• Also this is limited to the furniture industry

Research online – purchase offline

Research online – purchase online

Devices

Research offline – purchase online

What did we do in BoConcept

• One platform – Sitecore (changed it from Dynamic Web)

• Hosted in the SKY• Integrated with Axapta and Product designer• Solution the same in every market

E-commerce, the foundation

E-commerce platform

Deliv

ery

orde

rs

KPI’s

loya

lity

Curr

ency

Pric

es

pers

onal

iserin

g

CMS (SITECORE): Creates the customers web experience. All userbased functionalities are implemented in the CMS, to create the ”personal VIP user experience”

A/B split test

OMS

multivariabel-testSearch

personalised UI

Dynamic product catalog

Behavioral patterns

COMMERCE: Microsofts Commerce Server is the e-commerce platform and the foundation which builds the elements from e-commerce and the CMS together.

Optimizing

Some results

• When we changed platform, we realized that we spend 90 % of our work creating content that was seen by only 2 %

• Therefore we changed our priorities to the products

One variable for each test

- Entire application

- Individual elements

Sales Optimization: A/B Test

Facts: Before optimization

Source: Old webpage ”Book Interior Designer” / Boconcept UK

In the period from the 9th July to the 31st. August (a total of 54 days) there were 32 who made an online ”Interior Design Booking”. FSource: Google Analytics

That means there were0.59 lead per day.Source: Google Analytics

Customers buy an average of2400 pounds - about half of the leads online become a customer.Source: Zoe Shields, BoConcept UK

  Year jan feb mar apr maj jun jul aug sep okt nov decLeads daily

UK 2010 19 15 17 23 23 14 19 28 16 17 9 22 0,61UK 2011 32 11 13 9 21 16 37 18 14*       0,63

Facts: After optimization

Source: New webpage ”Book Interior Designer” / Boconcept UK

In the period from the 9th September to the 6th December (a total of 89 days) there were 185 who made an online ”Interior Design Booking”. Source: Google Analytics + email commitment

That means there were2.08 lead per day.Source: Google Analytics

This means annually:  559 annually leads

Insights and data driven decisions

Insights from Clicktale

and Google analytics

Lessons learned in BoConcept

• The world is more similar than we care to admit

• It not about BoConcept its about the customers

• Products are the reasons the customers visits the website

• Lets make it simple for the customers