Lieselotte gaf recent een presentatie voor Centexbel, waar ze uitleg gaf over de evolutie die we merken in de verhouding tussen online en offline shops. Hoe kan je als retail zaak inspelen op de evolutie en er je voordeel bij halen?

1. E-commerce
Enkele Wijsheden
Lieselotte Van Tieghem

2. Hi! I’m Lieselotte.

3. I work at Wijs
A digital Agency in Ghent

5. ‣ digital agency
‣ everything online
‣ digital strategy, websites, facebook apps, seo/sea, social, analytics...
‣ 54 FTE (june 2012)
‣ focused on results (sales, leads, conversions)
‣ strong methodology - user centered approach
‣ integrated process and teams
Tweet-style Summary

6. Process

8. Think strategic
E-commerce

9. In many cases it’s more then just putting
your product catalog online

10. Who are your
clients &
in what way do
they expect you to
do“e-commerce”?

11. Who are your target groups?
‣ Distributors
‣ Retailers
‣ Architects/contractors
‣ End user (B2B) or consumer (B2C)
‣ And even your own people

12. How will each target group make
use of your service online?
How can we translate this into
conversion / e-commerce?

13. Let me 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

14. This is what we did
2 years ago

15. This is what we did 2 months ago...

16. Ground rules
1. We did not visit one offline-
point
2. For the second project we
didn’t use an architect
3. We did all the research
online: brands, products and
contractors

17. 4. We chose all products online
5. We checked all references of the used brands
online. If there were none, this was not a good sign
6. If the company did not have a website, it did not
exist (eventhough the contractor had spoken about it)
7. Eventually we bought offline with our contractors
(who we also challenged...)
Ground rules

18. And well, let’s be
honest... this is only
my generation

19. So maybe...

21. Re-invent offline stores
‣ experience centers
‣ service points
‣ pick-up points
‣ the advantage of offline visibility
‣ credibility

22. And make sure people talk about you online!

23. Qualitative
traffic

24. 24
Build it, and they will come
John Doe
CEO at a random company

25. 25
Build it, and they will come
John Doe
CEO at a random company

26. Never build a webshop before thinking
about your marketing strategy

27. It’s not about creating as many traffic
as possible, it’s about creating
qualitative traffic

28. Some online ways
1. SEO
2. Advertising: SEA, Social ads,
Remarketing
3. Email marketing
4. Social media marketing

29. Shortly zooming into the
power of SEO

30. First of all...

34. Zoekvolumes
1. Sjorbanden BE: 210x per maand
2. Sjorbanden NL: 1.300x per maand
MAAR
1. Spanbanden BE: 1.300x per maand
2. Spanbanden NL: 6.600x per maand

36. SO...
talk their talk on your
website

37. Engagement...
Create a story
and talk their
slang

38. Last year I met these
2 young fellaz

42. After 4 months...

43. Inspire...

45. Measure...

46. A bigg-ass title
About a proper subject
Een website is zoals een schip
meten, evalueren
& bijsturen

47. Dare to make e-commerce
an inherent part of your
company

48. How can the existing company
adapt to E-commerce?

49. Some things we experience...
‣ Customer service department
becomes a sales channel
‣ Sales department and online
sales
‣ What about a dedicated E-
Team?
‣ What about your distributors
& retailers?

50. So nope...
E-commerce is not
just something on
the side

51. ‣ about your target groups and their needs
‣ about your online marketing
‣ about usability & conversion
‣ about your company and existing organisation
Think strategic...

52. In other words...
dare to invest, but
in wise and small
steps

53. Kom je graag ‘s babbelen?
LieselotteVan Tieghem
lieselotte.vantieghem@wijs.be