de shift in retail - safeshops
DESCRIPTION
Lieselotte Van Tieghem sprak op het SafeShops event over de uitdagingen voor retailers in een sociale e-commerce wereld. Kruip terug in de huid van uw doelgroep, en ontdek hoe deze beïnvloed wordt, hun gedrag verandert, maar bovenal hoe ze vandaag nog te vaak gefrustreerd achtergelaten worden. Hoe kunnen we hen overtuigen om aan te kopen? Maar nog meer, hoe kunnen we hen adviseren en inspireren... zodat ze uiteindelijk bij ons aankopen? De uitgebreidere versie, met extra cijfers en inzichten, over e-commerce in retail binnen België, kan je hier gratis downloaden: http://wijs.be/nl/trends-inzichten/blog/detail/e-commerce-is-nog-een-te-verwaarlozen-retail-verkoopkanaal .TRANSCRIPT
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Hi! I’m Lieselotte.
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I work at WijsA digital Agency in Ghent
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DeShift in Retail ?
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E-commerce in België staat nog maar in de startblokken
Photo Credit: Dawn Huczek via Compfight cc
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Source: creamoda.be
3%het aandeel van internet-verkoop op de totale Belgische Retail omzet.
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Groei van online shoppers en online productverkoop is eerder beperkt
Photo Credit: c_ambler via Compfight cc
Groei
Internationaal : +8%
België : +6%Bron: CCB 2010 en 2012
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Verkoop in België
17%
2010 2012
6%
16%
Bron: Consumer Barometer - TNS, IAB and Google.
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Er is wel degelijk een shift in retail...maar die zit slechts beperkt in “verkoop”
Online onderzoek (BE)
2010 : 25%
2012 : 51%
Photo Credit: Rich Anderson via Compfight cc
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51%
Online research in Belgium prior to purchase
Online r
esearch
+104%
25%
2010 2012
Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population
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We lopen nog (ver) achter wanneer het aankomt op online
koopgedrag.
Ook op het vlak van online informeren hebben we nog een
weg te gaan... maar hier nemen we grote stappen vooruit!
België
België was de grootste groeier wereldwijd op vlak van online onderzoek verrichten, op uitzondering van Israël en Nederland.
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Marketeers die over hun marketingbudgetten beslissen op basis van het online aankooppercentage, zijn geneigd verkeerde beslissingen te nemen.
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Let me first tell you my story...
Young mom of two children
Happily married to an entrepreneur
Full-time job, not only at Wijs, but also as a mom, wife, housekeeper and secretary
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This is how I roll...
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Vastbesloten een nieuw paar laarzen te kopen dit najaar...
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“Laten zien!!”
“Ik zal eens googelen om te zien of ik een foto kan vinden”
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Horizontal picture and text
Home was a condo on the fifteenth
floor of a filing cabinet for widows
and young professionals. The walls
were solid concrete. A foot of
concrete is important when your
next-door neighbor lets their hearing
aid go and have to watch game-
shows at full volume.
Source: when no source, leave this blank.
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And I am not the only one like this
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Bron: TNS, IAB and Google » Consumer Barometer » Belgen die het product/dienst hebben aangeschaft, en onderdeel zijn van de online populatie
26% 26%25%44% online56% offline
2% online
98% offline
80% offline20% online
Waar kopen Belgen?
Uitsluitend offline onderzoek
Off & online onderzoek
Uitsluitend online onderzoek
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Short textThere is no “1 door” anymore
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Source: Google Analytics - Random retail klanten - exclusief direct verkeer
50% 40%
maar een groeiend aandeel komt rechtstreeks op een product terecht.
1/2 komt nog wel via de voordeur binnen,
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BR
AN
D PRO
DU
CT
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en nu?
De enige pagina van jouw site
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Adviseer
BookBook
Shoenen van Torfs
InspireerConnecteer
Gebruik
Verru
imVertel
Gemaakt door ...om reden ...
de designerBron: Baekdal » E-commerce in the connected world
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VERSUS tekstWebsite
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VERSUS
Branded communication Non-branded communication
Website
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VERSUS
Branded communication Non-branded communication
PAID MEDIA OWNED & EARNED MEDIA
Website
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KPI'sStrategy
webshop CULTURE
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KPI'sStrategy
•Lifestyle > shop
•Attitude > brand
•Ambassadors > consumer
•Youth-centric
PUSH
PULL
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Another use case
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Mobile = Smartphones & Tablets
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Mobile ≠ Smartphones & Tablets
Mobile = verb
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Mobile ≠ Smartphones & Tablets
Mobile = verb
A combination of freedom of choice, freedom of time and freedom of place.
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Mobile ≠ Smartphones & Tablets
Mobile = verb
A combination of freedom of choice, freedom of time and freedom of place.
it is about being able to do all those things, without the need to plan ahead.
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Source: Think with Google
Smartphones worden overal gebruikt
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This is what happens in your showroom...
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De echtgenoot in de showroom
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Stoel?
Bestellen online?
Levering aan huis?
Mezelf achter PC
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Which means...
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Ook in de showroom doen consumenten aan research
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Doug Straton, Unilever
Mobile is the glue,Between online and offline.
Bron: Nielsen’s Consumer 360 conference
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Bron: http://www.google.com/mobile-in-store
Wat zoeken we dan?
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Bron: http://www.google.com/mobile-in-store
Wat zoeken we dan? Retail
35% 31% 59% 37% 32%
12% 21% 10% 14% 5%
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Be found by
Researchers
Capture
their Attention
Nurture their
Interest and Desire
Convert
to Action
Get
Referrals
aida RaidaR
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‣ Facilitate
‣ Influence
‣ Part of your marketing strategy, and maybe even your starting point...
Research
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En boven alles...
kruip terug in de huid van uw doelgroep
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hoe kunnen we hen overtuigen om aan te kopen...
Dus...
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hoe kunnen we hen overtuigen om aan te kopen?
Maar nog meer, hoe kunnen we hen adviseren en inspireren...
Dus...
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hoe kunnen we hen overtuigen om aan te kopen?
Maar nog meer, hoe kunnen we hen adviseren en inspireren...
zodat ze uiteindelijk bij ons aankopen?
Dus...
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Customer journey
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Halt aan het silo-denken, zowel online als offline
Photo Credit: code poet via Compfight cc
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Multi-channel consumerpath
YouTube
Social media
Blogs &niche sites
Online shops
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Doug Straton, Unilever
E-commerce is not just another channel, it’s a window that enables you to shop anywhere.
Source: Nielsen’s Consumer 360 conference
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Download het complete verhaal, incl. trends, facts en figures
GRATIS
http://wijs.be/nl/downloads/de-shift-in-retail
@lisamille_be