(cross-border) e-commerce: een rendabel business model? | professor gino van ossel
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11/10/2015
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(CROSS-BORDER) E-COMMERCE: EEN RENDABEL BUSINESS MODEL?
PROF. GINO VAN OSSEL GINO.VANOSSEL@VLERICK.COM
A.D.H.D.- generation
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B2B
B2C
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retail sales vs. year ago (Netherlands – Q1 2015 – CBS)
digital as a threat
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digital as an opportunity
retail sales vs. year ago (Netherlands – Q1 2015 – CBS)
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THE BUSINESS CASE
sales
online as driver of revenue growth
sales / customer:
+21%
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THE BUSINESS CASE
sales
online as driver of revenue growth
especially appealing to most committed customers
AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion
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store sales /
customer:
-10%
total sales /
customer:
+20%
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THE BUSINESS CASE
sales
online as driver of revenue growth
especially appealing to most committed customers
risk of cannibalisation
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THE BUSINESS CASE
sales
online as driver of revenue growth
especially appealing to most committed customers
risk of cannibalisation
capex
digital requires major investments
profit impact depends on sales volume
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THE BUSINESS CASE
sales
online as driver of revenue growth
especially appealing to most committed customers
risk of cannibalisation
capex
digital requires major investments
profit impact depends on sales volume
opex
fulfilment & marketing costs are incremental
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rational
search
product
specification
long tail
price
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THE BUSINESS CASE
sales
online as driver of revenue growth
especially appealing to most committed customers
risk of cannibalisation
capex
digital requires major investments
profit impact depends on sales volume
opex
fulfilment & marketing costs are incremental
margin squeeze
due to price transparency
?
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cracking the code
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AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion
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your logo here
what is your online objective? 1. serve existing customers better
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2.
klanten enkel
webshop
klanten enkel winkel
omni-channel klanten
bron: Bijenkorf
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what is your online objective? 1. serve existing customers better 2. customer acquisition within current market
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bron: “Retail in Belgium,” InSites/Vlerick, 2012 (n = +170 per uitspraak)
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plus d’info sur www.carrefour.eu/tv
what is your online objective? 1. serve existing customers better 2. customer acquisition within current market 3. market expansion
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MARKETING
26,7% 22,6%
17,6%
13,2%
0%
5%
10%
15%
20%
25%
30%
2011 2012 2013 2014
marketing cost ratio (% of sales)
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AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion
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LOGISTICS
contribution & value density (€/m3)
high
low high
high relative cost of transportation
item & orderline density (#/m3)
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50% afhalen
in de winkel (NL)
33% cross-sell aan afhalende klanten (NL)
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60% van de retouren
gebeuren in de winkel
(NL)
LOGISTICS
value density (€/m3)
high
low high
high relative cost of
handling
item & orderline density (#/m3)
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LOGISTICS
value density (€/m3)
high
low high item & orderline
density (#/m3)
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AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion
LOGISTICS
contribution & value density (€/m3)
high
low high item & orderline
density (#/m3)
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B2B
B2C
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“B2B buyers have B2C expectations on e-commerce platforms”
Andy Hoar (Forrester Consulting)
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70
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71
“50% of B2B companies buy from B2C websites”
Andy Hoar (Forrester Consulting)
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PERSONAL SALES?
pre-digital
sales rep:
knows little about a lot
ingnorant customer:
knows nothing
digital
sales rep:
knows little about a lot
informed customer:
knows a lot about little
result
conversion: increasing
interactions:
less & shorter
satisfaction: decreasing (customer & staff !!)
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from selling to helping to buy…
76
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77
AGENDA
1. the challenge
2. marketing
3. logistics
4. B2B ?
5. conclusion
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?
what is your online objective? 1. serve existing customers better 2. customer acquisition within current market 3. market expansion
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LOGISTICS
contribution & value density (€/m3)
high
low high item & orderline
density (#/m3)
cracking the code
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‘Dit boek biedt een stevig conceptueel kader én heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail!’
Wouter Torfs, CEO Schoenen Torfs
‘Gino schrijft zoals hij spreekt: toegankelijk, to the point en altijd toepasbaar. Een aanrader voor eenieder die zich met (r)etail bezighoudt!’
Tijn van Elderen, CEO Brabantia
‘Een boek geschikt voor zowel professional als leek, voor de denker en de doener, de gelegenheidslezer en de alleslezer.’
Verslag van de Jury, Managementboek van het Jaar
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CONCLUSION
85
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
gino.vanossel@vlerick.com
@ginovanossel
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