- maarten de cuyper's presentation from eegant - etradesummit 2014
DESCRIPTION
An Elegant online strategy. How to sell low involvement products like gaz or electricity online? Just ask Maarten De Cuyper from Elegant. He's their Chief Elegant Officer, with a large experience in digital marketing and commerce. He will talk about his position and ecommerce strategy as challenger in a huge market. His hands-on testimonial will certainly inspire you to do even better.TRANSCRIPT
ELEGANT[adj.] gracefully concise and simple: “an elegant solution”
The story
1. The strategy
2. The movie
3. The idea
4. The product
5. The blog
6. The start
7. The customers
The idea: simplify energy retail
The idea: simplify energy retail
The idea: simplify energy retail
The idea: simplify energy retail
The product: peace of mind
• 12 suppliers
• 84 different offers
• 400-600 (?) different “active contracts”
The product: peace of mind
The product: peace of mind
The product: peace of mind
The product: peace of mind
• Simplifying every process:
• Switching made easy
• Moving with a manual
• E-Invoicing (our monthly private moment)
• Paperless direct debit
• Quitting "[email protected]”
The blog: kick it
• Started blogging 6 months before launch
• Original content on very targeted subjects
• Appealing to a specialized audience
• Slowly gathering increasing interest from journalists … and competition
• Demonstrating a certain attitude, combined with solid knowledge on the energy market
The start: not by the book
The start: not by the book
Not even this book: But rather this one:
The customers: love & understanding
• Enough love to share our mission?
• Enough understanding to keep supporting us?
The customers: love & understanding
• The ideal Elegant-customer is a carbon copy of ourselves.
• Safes a lot on market research, and helps getting into ourcustomer’s head
The customers: love & understanding
The customers: love & understanding
The customers: love & understanding
The customers: love & understanding