Presentation WebTomorrow 2017 - Bart De Waele About e-commerce in Belgium

1. WebTomorrow 8/6/2017
Bart De Waele
Unboxing E-commerce

2. Hi! My name is Bart.
I work for
digital agency .
Also on : @netlash.

3. E-commerce

4. E-commerce = doom

7. E-commerce = Pandora’s Box?

11. Is retail doomed to disappear?
Will global e-commerce players take over?
Or is it all just a fad?

12. We talked to Belgian retailers.

14. Belgian retailers
‣ see the opportunities in e-commerce
‣ know it’s (just) a part of retail
‣ realise they have to combine on- and offline
‣ know where they want to land
‣ search for the steps to take to get there

15. 3 battlefields

16. 16
3 battlefields
I know my customer
My customer is king
My customer knows me
1
2
3

17. 17
3 battlefields
1
I know my customer

18. Every customer has to process around 40 gigabytes of
information per day... building up knowledge about
the customer is the only way to create a connection.
Jorg Snoeck, Retail analist RetailDetail
”
“

19. I know my customer
‣ customers are bombarded with information
‣ only personalised and contextual messages get through
‣ data is key for personalised messages

20. E-commerce =
Pandora’s box?

22. 22
3 battlefields
2
My customer is king

23. “We are lucky that customers
come to us: you should almost
hug your customers for doing this.
Sonja Pypaert, CEO Baby’s Corner
””

24. My customer is king
‣ customers are in control
‣ they choose place, time, channel
‣ be where the customer is

27. 27
3 battlefields
3
My customer knows me

28. Within 5 to 10 years, customers will
no longer come to the store because
they want a specific product,
but to shop.
Tom Muyllaert, digital marketing manager at Brico/Brico City/Brico Planet
”
“

29. My customer knows me
‣ customers choose you because they want to, not
because they have to
‣ design the experience around the customer
‣ cocreation

31. 31
3 battlefields
I know my customer
My customer is king
My customer knows me
1
2
3

32. We gathered all this
information in a
ready-to-use maturity
model.
Unboxing e-commerce.

33. Unboxing the Digital Maturity Model

34. Digital Maturity Model
‣ 3 main battlefields
‣ 5 levels of maturity
‣ logical next steps
‣ hands-on examples

38. How to DIY?

39. How to use the Digital Maturity Model
1. plot your own maturity on the 3 battlefields
2. find your weak spot
3. implement the next steps
4. repeat

40. Level of Maturity
I know my customer
Customer = king
Customer knows me
1 2 3 4 5

41. Level of Maturity
I know my customer
Customer = king
Customer knows me
1 2 3 4 5
X
X
X

42. Level of Maturity
I know my customer
Customer = king
Customer knows me
1 2 3 4 5
X
X
X
= weak spot!

43. 43
1
Find your weak spot

44. 1
Find your weak spot
DIY’ers with little technical expertise and 'big plans'
(repainting a wall, hanging up a mirror …)
DIY-shop Yes We Can!
For example:

45. 45
2
Discover where you’re running behind

46. 2
Discover where you’re running behind
- Most important persona are on Instagram
- Promotion e-mailings work best on their own database
- You don’t know impact of Instagram effort
Maturity level 2 of ‘Know your customer’
For example:

47. 47
3
Follow the instructions

48. 1) Create a customer journey for key personas
3
Follow the instructions
For example:

49. 2) Dashboard the performance of all channels
3
Follow the instructions
For example:

50. Repeat

51. Digital Maturity Model

52. Your turn!

53. Download now
wijs.be
wijs.be/e-commerce

54. As easy as that...