Global strategy for online and offline Roger Graell Solé e-commerce Manager Mango © Mango-On Line, S. A. 2012
e-Commerce ü e-Commerce: threats and opportunities ü The online store ü Operations ü Marketing and promotion © Mango-On Line, S. A. 2012
e-Commerce: threats and opportunities ü Brand Value: opportunities and threats ü Is my product suitable for selling online? ü Point of sales and services to increase customer satisfaction ü Brand guaranties ü Customer services and post-selling services ü Price policy © Mango-On Line, S. A. 2012
e-Commerce: threats and opportunities ü Canibalization with other channels ü Shopping experience must be the same across channels: the Brand value ü Customer becomes multichannel ü Channels integration: stores, e. Commerce, m-Commerce… © Mango-On Line, S. A. 2012
The online Store ü Usability and design ü Image ü Navigation ü How to show the product? ü Cross-selling / Up-selling ü Editorial content © Mango-On Line, S. A. 2012
© Mango-On Line, S. A. 2012
The online Store ü Technology ü Payment options and security ü Delivery and geographic coverage ü Real time update on order status ü Whish list © Mango-On Line, S. A. 2012
Operations ü Is online another business? ü Systems integration § ü Online store and ERP Products information § Data: image, description, composition… § Stock optimisation ü Excellence on fullfilment ü The last mile © Mango-On Line, S. A. 2012
Marketing and promotion ü SEO y SEM ü Affiliation ü CRM ü Social networks ü Trends specialists § § ü Bloggers Fashion magazines …. . Media integration Online/Offline/Mobile/Apps © Mango-On Line, S. A. 2012
Summary ü Strategy: define short term targets as internet changes very quickly ü Marketing: coherence with your Brand ü Social networks: in line with Brand awareness and capacity of answer and react to customers ü Technology: scalable in order to growth with the business ü Back office: excellence is a must as online loyalty is key to keep the store profitable and growth of the business © Mango-On Line, S. A. 2012
Спасибо If you have any suggestion contact me at roger. graell@mango. com © Mango-On Line, S. A. 2012
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