How to build effective cooperation between eRetailers and Brands?
MICHAL WALCZYNSKI
Consumers want to buy directly from brands
90% 70% 48%
of suppliers surveyed said their company now sells directly to consumers from their company’s own website**
US survey participants made purchase directly from manufacturing site*.
of the consumers that research a product online, start their buying journey on the brand website.
Sources: *PwC Global Total Retail Survey 2013 ** E-Commerce for Branded Manufacturers and Suppliers Report, Retailing Today, Channel Advisor survey.
Why do brands go direct?
Direct relationship with customers
Fair Share of the demand created
More Demand and Brand Recognition
Improved margins Market reach expansion
Reduced costs
Is Tesla setting up the new path?
SOURCE: http://www.forbes.com/sites/greatspeculations/2016/03/03/is-the-direct-sales-model-critical-for-tesla-motors/#caa8be3685f5
but…
report that direct sales make up less than 10% of their total sales. 67%
SOURCE: http://www.rvcf.com/blogpost/1149227/228532/Selling-Direct-Works-for-Branded-Manufacturers
TRAFFIC
BASKET SIZE
CONVERSION
SUCCESS
Redirected traffic
Remarketing
CRM integration
Joint media planning
Social media
Content utilization
eRetailer as a medium
X-selling
eMerchendising
Traffic
Traffic
Just links Automated links Add to basket
If you redirect traffic, seeing competitors’ banner is not the best possible option
1. Identify possibilities.
2. Link you product cards with relevant pages on brand
sites.
3. Link from all marketing landing pages.
4. Prepare offers and links for Vendor CRM mailings.
ACTIONS
Joint Media Planning
Looking for new growth engines.
Search for unique traffic sources
Source: SimilarWeb.com
1. Cross-check marketing calendars to find
common actions (back to school, winter
holidays)
2. Align your SEM strategy with vendors approach
(bidding strategy, SEO activities)
3. Use remarketing lists from Vendors` sites.
4. Share detailed results and possible new
solution.
ACTIONS
Content
ONE OF THE MOST EXPENSIVE SAMSUNG TV
TV PROMOTED IN TV AD
#1 Utilize what you can get
Up to 40% uplift in sales on product lines
which now have high quality multiple
images rather than pack shots
• Better content is better than worse content
• It`s almost impossible to create valuable content for all
products.
• It`s better to syndicate content than set it up automatically
(pre-designed content boxes)
ASDA - online grocery picture
Basket conversion rate jump
22.17% with Flixmedia inpages.
Nikon product cards
26 132
28 510
37 366
31 610
86 714
EURO
MEDIA MARKT
KOMPUTRONIK
MEDIA EXPERT
MORELE
SKUs number
Source: Ceneo
Vendors
#2 Start listening and be the first…
Source: Google trends, search term: „tv 4k”, Poliand search queries, 2011 - 2016
April 2013 4K/UHD TV debuted in Samsung offer
• Product filteres • Navigation • SEO articles/ blog posts
• Landing pages
#3 Look forward
Customer Care via messeging apps.
Trainings for your staff. Bot integration with care line.
Content for social media. CRM content (live cycle mails)
Are
a:
Act
ion
po
ints
: Get and use: • Hashtags • Images, • Videos • Ton-of-communication
Get materials for your newsletters (tips and tricks, installation guides, how-tos, up-selling and x-selling content).
Do you consider your store as a medium?
MOST EFFECTIVE TOUCHPOINTS/CHANNELS
REACHING RIGHT PEOPLE RIGHT TIME
TELLING BRAND STORY
CONVERTING USERS INTO BUYERS
Brands looking for:
eCommerce can be real alternative for classic online medium.
eMerchendsing strategy
0
Business model
Visual strategy
Placements map Rules and Mechanisms
(eg. Approach to competitors,
personalization)
KPIs and reporitng
eMerchendising strategy
http://www.ao.com/
eMerchendisng strategy
http://www.mediaexpert.pl
eMerchandising strategy
9 PLACES 4 ORGINAL PRODUCS 1 EMPTY 1 LG PRODUCT 1 BLANK
X-SELL WITH PROPER PRODUCTS
1. Get x-selling matrix from vendors.
2. Test and Learn
ACTIONS
FINAL REMARKS
Final remarks
Get to know vendors’
sales and marketing
strategies
Set strategy toward s
key vendors
Review your organization (who`s responsible for cooperating with vendors)
Identify key projects,
which can be
supported by brands.
Align your marketing
plan with vendors’
activities.
Identify the biggest
challenges and
address them to the
brands.
MICHAL WALCZYNSKI
Digital and eCommerce Manager mobile: +48 600 089 367