mads vangkilde, top-toy. shopper marketing
TRANSCRIPT
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Effective eCommerce on mobile, tablet and desktop
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
2
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Our Core Business
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TOP-‐TOY Group
Wholesale
Retail
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Our Retail Network
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Retail turnover > EUR 400 M Approximately 3,000 retail employees
Denmark – 15 stores Sweden – 16 stores Norway – 10 stores Finland – 5 stores Iceland – 3 stores
Denmark – 95 stores Sweden – 66 stores Norway – 46 stores Finland – 22 stores
Northern Germany – 17 stores
49 TOYS”R”US stores in Denmark, Sweden, Norway, Finland and Iceland
246 BR-Toys stores in Denmark, Sweden, Norway, Finland and Northern Germany
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
5
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Pop quiz: What does the numbers reflect?
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Source: Omniture Sitecatalyst.
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
70,00%
80,00%
90,00%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Percentage of visits on BR.DK via desktop (jan 2012 – mar 2013)
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Several screen sizes emerge
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© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Would you bet your money on 3 fixed sizes?
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© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
9
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Some more stats: Development in traffic
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Source: Omniture Sitecatalyst.
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
120,00%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Gaming Console
Media Player
Mobile Phone
Tablet
Desktop
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
120,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Gaming Console
Media Player
Mobile Phone
Tablet
Desktop
BR.DK VS
TOYSRUS.DK
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Orders: same development, different scale
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Source: Omniture Sitecatalyst.
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
120,00%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Gaming Console
Media Player
Mobile Phone
Tablet
Desktop
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
120,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Gaming Console
Media Player
Mobile Phone
Tablet
Desktop
BR.DK VS
TOYSRUS.DK
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Same, same – but still different
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Source: Omniture Sitecatalyst.
0,00%
20,00%
40,00%
60,00%
80,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Desktop
Tablet
Mobile Phone
0,00%
20,00%
40,00%
60,00%
80,00%
100,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
Desktop
Tablet
Mobile Phone
Traffic
Orders
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Pop quiz: What do you see?
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Source: Omniture Sitecatalyst.
65,00%
70,00%
75,00%
80,00%
85,00%
90,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
TRU
BR
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
TRU
BR
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar
TRU
BR
A non-‐responsive site performing as well as a responsive one…
Or??
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
14
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
What’s different?
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© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Going the extra mile: TOYSRUS responsive
• Touch – Giving more to those who have more. • Responsive+ (height + width) • Tilt – look at the iPad/iPhone • GPS integration with store-locator • Exibitionists… we hide nothing
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© 2012, TOP-‐TOY A/S -‐ All rights reserved.
What’s different – perhaps perception??
17
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Agenda
• Two slides on TOP-TOY • A pop quiz to get started • Some stats • Stats are fine – what do they tell…? • Responding to change
18
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Perception of our customers and consumers
• Brand perception – Inspiration, information
and possible purchase – Inherrent from brand
• Usage situations – Build wishlists – Purchase – Find stores – Find inspiration
• Who does what – Child vs. Parent – Mother vs. Father – Uncle vs. Family – Grandparent vs. Aunt
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© 2012, TOP-‐TOY A/S -‐ All rights reserved.
How to handle uncertainty
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• Don’t guess – explore!
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
How to handle uncertainty
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• Don’t guess – explore!
• Reduce uncertainty.
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
How to handle uncertainty
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• Don’t guess – explore!
• Reduce uncertainty.
• Look at the stats
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
Jan 2012
Feb 2012
Mar 2012
Apr 2012
May 2012
Jun 2012
Jul 2012
Aug 2012
Sep 2012
Oct 2012
Desktop
Mobile
Double in mobile trafic – in 6 months!
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
How to handle uncertainty
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• Don’t guess – explore!
• Reduce uncertainty.
• Look at the stats
• Try, try, try
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Resources – howtogetmo.dk (Google)
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© 2012, TOP-‐TOY A/S -‐ All rights reserved.
What’s next?
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• Tieing together the experience – Customer focused – Channel integrated – Data driven • Trial AND error – Nobody gets it right the first
time – Nobody is ever done…
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Visit us!
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• www.br.dk • www.br-leksaker.se • www.br.no • www.br-lelut.fi • www.br-spielwaren.de
• www.toysrus.dk • www.toysrus.se • www.toysrus.no • www.toysrus.fi • www.toysrus.is
© 2012, TOP-‐TOY A/S -‐ All rights reserved.
Your Questions
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