This document discusses how multichannel ecommerce can be used to enhance sales across multiple distribution channels rather than threaten existing channels. It provides examples of Ducati's multichannel distribution network and encourages brands to use their online presence and internet marketing to develop overall sales. The document suggests starting with new online sales or using ecommerce to boost primary offline sales and provides tips for integrating channels like identifying gaps, pricing strategies, and using tools like a store locator to drive traffic.

1. Multichannel Ecommerce
Ecommerce doesn’t have to be a threat to the other sales channels in your business

2. Distribution Channel 1
Producer Distributor Retailer Consumer

3. Distribution Channel 2
Main Office &
Internet Ducati Airport Shops
Outlet
Italian Distributors Wholly-Owned
Dealers (e.g. Spain) Subsidiaries (e.g. Sweden)
Dealer 1 Dealer 2 Dealer 1 Dealer 2
(e.g. (e.g. (e.g. (e.g.
Ibiza) Barcelona) Lulea) Stockholm)
End Consumer

4. Distribution Channel 3
Producer
Importer
Distributor
E-tailer Retailer
Physical Store Internet Store
End Consumer

5. However, what matters is
what the consumer wants & needs

6. Dear Customer,
why are you online?

7. • 1 OUT OF 2 people
– go online to research a product
• 1 OUT OF 4 people
– go to a brand/manufacturer site to collect
information before making a decision
• 1 OUT OF 20
– actually order online

8. Dear Customer,
what does your journey look like?

9. Inspiration Orientation Buy Buy Service
Early Actual Actual
Stage Buying Buying
Buying Period Decision Decision
Decision Of 1 hour  several Today 2015
days..

10. Dear Customer,
please order my brand online?

11. • Brand Loyalty & Ecommerce
Brand Loyalty is higher online than offline for ‘same households’
• Price Sensitivity & Ecommerce
Light Online Moderate Online Heavy Online
Consumer Consumer Consumer
- Online: less price - Offline: more price - Online: very pice
sensitive sensitive sensitive
- More loyal to - Still loyal to brands
brands
• Food & Non Food Products
Brand Loyalty & Price Sensitivity differences are larger with food than non-
food products.

12. An increasing number of
brands and manufacturers want this...

13. Where to start?

14. Use your web presence and internet marketing to
develop overall sales
1. NEW ONLINE (b2c e-commerce)
2. PRIMARY OFF LINE SALES (b2c e-commerce)

17. Before launching your
B2C online flagship store
“Identify the gaps between
your B2B customers and the end-consumer”

18. Identify the gaps to fill:
1. Geographical (in a country, new countries)
2. Target Groups (e.g. busy professionals etc.)
3. Seasonal (e.g. Christmas etc.)
4. Product Depth
5. New Product Launch
6. Merchandising

19. Before launching your
B2C online flagship store
“Consider the pricing on the flagship store”

20. 1. Sell at list price at all time (for every country)
2. Delay markdowns on the flagship store until the
primary channel has had the chance to sell through

21. Before launching your
B2C online flagship store
“Think of the opportunities of you
‘store’ locator”

22. TYPE OF STORE LOCATOR

23. MAKE YOUR STORE LOCATER A TIERED SYSTEM
Gold Silver Bronze
• Sell the ‘dealer locator concept’ to expand product
penetration in the stores
• Feature stores that offer a special ‘service’ for your products
MENTION YOUR STORE LOCATOR AT THE PRODUCT LEVEL
DRIVE TRAFFIC TO YOUR STORE LOCATOR

24. Use B2C ‘tools’ to boost B2B sales

25. Provide and gather warranty information from all products in
the market.
Start an eCRM campaign.

26. Process online end-user returns for your products, regardless of
the sales channel. Whether they are finished products or spare
parts.

27. Avoid missed transactions.
Provide simple tools to process in-store orders with your e-commerce
infrastructure (they will never carry all your products)

28. Provide syndicated content &
drop shippping services to other online dealers.

29. E-SHOPINVEST
Managed e-commerce partnerships
Benny Sintobin
e-mail : benny.sintobin@eshopinvest.eu
url : www.eshopinvest.eu
telefoon : +32 (0)51 69 95 05
nr beursstand : S18
download de presentatie : www.eshopinvest.eu/presentatie/tradeshow.pdf