bakker hillegom paul geraeds
TRANSCRIPT
PowerPoint Presentation
GROW YOUR SMILE Webwinkel vakdagenUtrecht, 18 January 2017Paul Geraeds, CEO Bakker.com
Author: Date:
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AGENDA:
Introduction Bakker.comBrand positioningPersonas & personsBakker in transitionFacebook acquisition case
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Distant selling B2C
Delivery to 19 European markets
100% privately owned
Per season assortment of 4.000 articles of Dutch origin
3,4 million orders per year
Turnover 120 million annually (incl. VAT), 95% generated outside NL
Introducing Bakker
Nederland maar 5% van de totale omzetShipping 150 million bulbs annuallyDatabase van 11 miljoen adressen11 local sales offices4
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150 million bulbs annuallyDistant selling B2C
Delivery to 19 European markets
100% privately owned
Per season assortment of 4.000 articles of Dutch origin
3,4 million orders per year
Turnover 120 million annually (incl. VAT), 95% generated outside NL
Introducing Bakker
Nederland maar 5% van de totale omzetShipping 150 million bulbs annuallyDatabase van 11 miljoen adressen5
Introducing BakkerDistant selling B2C
Delivery to 19 European markets
100% privately owned
Per season assortment of 4.000 articles of Dutch origin
3,4 million orders per year
Turnover 120 million annually (incl. VAT), 95% generated outside NL
6
Sales
Nederland maar 5% van de totale omzetShipping 150 million bulbs annuallyDatabase van 11 miljoen adressen6
AGENDA:
Introduction Bakker.comBrand positioningPersonas & personsBakker in transitionFacebook acquisition case
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Who are you andwhat business are you in?Direct Mail company?Logistics company?Agri company?Distant seller?Retailer?
VisionFor a happy life it is essential to have green around
Proven by multiple scientific researches
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Mission
10It is our mission: To bring more green
MissionIt is our mission: To bring more green into more peoples lives
so we provide everything to enjoy gardening
because gardening makes confident and proud.
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AmbitionTo become the leading Pan-European multi-channel garden company
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Positioning pyramid
Advice &inspirationBrand promiseProof pointsBaseThe joy of growing your own
Gardening gives true satisfaction and pride
At Bakker.com you can buy anything you need for joyful gardening
We help and inspire you to make gardening a fulfilling experience
We inspire you to active gardening
Bakker makes it easy and joyful
Reliable /Sustainable:being loyal to customerskeeps promisesenvironmental responsible
Dutch Garden Experts: fresh: direct route from grower to your garden 70 years of experienceDutch quality products24 lessons gardening course
Trusted & New products:discovers new green products and growing solutionsexcellent variety of evergreens
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AGENDA:
Introduction Bakker.comBrand positioningPersonas & personsBakker in transitionFacebook acquisition case
Client focus groups; dialogue with real clients4 FOCUS GROUPS:- Young urban, 25+- Young family, 30+- Mature family, 40+- Senior, 60+
RESEARCH TOPICS:- Type of garden- Garden interest- Source, inspiration, tips- (Online) shopping behaviour15
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Personas; unified values throughout Europe
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Yet, huge differences per country in demand
AGENDA:
Introduction Bakker.comBrand positioningPersonas & personsBakker in transitionFacebook acquisition case
Key insights: gardening is hot!Urban gardeningVertical gardensGrow your ownEco trendZen gardensGreen education
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Key insights: real need for gardening adviseGardening know-how is rapidly diminishing over generations
The need for (online) gardening advice is dramatically growing
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Key insights: inspirationThe desire to be inspired is even larger
Your garden as extension of your personal identity
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Sales through innovation; exclusivesBakker bought the whole crop from growers
These items can only be bought at Bakker.com
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Sales through innovation; product developmentSolution for garden novices
Easy to use; 100% guarantee
Gardening made fun
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Sales through innovation; product developmentOffering garden solutions
Fitting individual needs
With room for personal adaptations24
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Invest in content for relevance
Bakker starts the customer journey through inspiration and advice:
800 category pages
300 editorials on gardening
One-minute videos to share; the garden hacks
M2 garden videos
Garden expert instruction videos
Inspiration videos
Online garden course with 24 monthly lessons
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A new platform was needed for: product, inspiration and advice27Criteria for selecting new e-commerce platformFast international roll out (20 markets!)Focus on Customer Experience & Conversion Ease of use for e-commerce team; content marketingMobile adaptable (four versions)Technical performance: fast & stable, even at high load
New e-commerce platform 28
Search & merchandising tool: optimizing CRO29Cross and upsell
Creating relevancy
Automatically adapting product suggestions to actual sales volume per country
285 campaigns per market
Created 6.500 positions for sales & customer driven optimization
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Mobile adaptableUploaded 9.500 (19 x 500) content articles in new site structure
40% of Bakker.com newsletters is opened on mobile30
Learnings for growthAverage number of products bought increased from 2.5 to 3
AOV increased
Average time spent per page significantly increased (engagement)
Conversion increased
Warning: no transition plan implemented facing huge drop in SEO results
Warning: check external link building
Use expertise for SEO
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AGENDA:
Introduction Bakker.comBrand positioningPersonas & personsBakker in transitionFacebook acquisition case
Using Facebook as online acquisition channel
Objective test case:Test if Facebook Advertising could generate profitable new customers in Europe. Gain insights regarding social media behavior in the garden category in the various countries within various audiences with various messages.
Campaign set up via Social Lab (Ogilvy):We launched a Conversion Pixel campaign via Facebook. We created 24 posts in total to find out what products would sell best.Test results plus Google Analytics gave estimated conversion figures.We ran Link Click ads in eight countries for approx. six weeks.
The Netherlands, UK, Switzerland, Austria, Germany, France, Belgium and Sweden 33
Target audience selection34
All used audiences for the TP2 campaign are also divided by gender and age
Creatives35
Each post had several copy versions (tone of voice), and various croppings In total, there were 24 posts per country
Results: best performing posts36
Big differences in CPC and CPA Best performing content varies per country
Best performing creatives37
Cost per Click*/** 0,55 0,72 0,77 0,78 0,91
CPC= 0,49CPC= 0,50CPC= 0,57Example: GermanyCreatives from low to high CPCIn Germany the Black Lily performed best. The CPC of this ad is 65% lower than from the worst performing ad.Close-up imagery led to a significant lower CPC. Exclusivity & scarcity worked better than % discount.
Conclusions Social Advertising We saw a profitable business case for multiple countries. Facebook can be a great addition to our online performance media.
There are large variations between the countries regarding CPC and CPA especially when you zoom in on copy and visuals (close shots vs. wider shots)
There are also variations between target audiences. Sometimes the best performing audiences were completely new audiences for bakker.com (POI)
As a result we cant execute an one-size-fits-all strategy for Europe. Segmentation is key for success. For every country, for every target audience we need specific visuals and copy to get the optimal result.
Overall conclusion: segmentation is key for success in cross-border social media advertising
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As a follow up we also would like to test whats the most effective targeting model: A broad targeting model based on low CPM but probably lower CTR vs. a targeted model with a higher CPM but also a higher CTR38
Thank you