Top 10 Lessons from 10 Years of experience as European e-Commerce Pioneer

Carine Moitier, COO & Co-Founder Bivolino.com Managing Director BeCommerce

E-SHOP EXPO - 20.03.13

++ TOP 10 Lessons… out of 10 years experience

Source : Ogone – Jan 2012

Lesson #1

THINK BIG,STAR T SMALL &STAY FOCUSED.

Lesson #2

e-COMMERCE SHOULD BE IN THE HEARTH & SOUL OF YOUR COMPANY’s CULTURE & VISION.

Lesson #3

THE e-COMMERCE BUSINESS IS NOT JUST

ANOTHER CHANNEL.

Lesson #4

THE e-COMMERCE BUSINESS IS BUILT ON REPEAT CUSTOMERS.

Customers come…

Customers come back…• on any given day, 75% of purchases from returning customers• repeat customers order> 2.5x in the next 12 months.

Customers come back, order more and more often…• repeat customers have higher average order size• 111,98€ - first time customer in Q108• 143,22€ - returning customers in Q108

Lesson #5

WORD OF MOUTH REALLY WORKS ONLINE.

Consumers are the New Authorities

Then

“Turns out the contaminated wheat gluten that has

sickened and killed so many cats and dogs recently

has ended up in quite a few brand names. I finally

found a complete list of the affected brands here. I

feed my cats --- dry food, and fortunately the dry

food was not on the list. The --- wet is, though. Don't

assume that your brand is safe. Check the list!”

- stynes.blogspot.com, 04/05/07

Now

Lesson #6

CREATE REAL VALUE,DO NOT COMPETE ON PRICE.

The Business Model Benefits

• engaged customers dedicated to the concept

• No return of goods – less than 4%

• No waste of goods – No stock of goods

• Green planet

B2C online Biometric Sizing

Lesson #7

MAKE SURE YOUR INVENTORY WEB SITE IS 100% ACCURATE.

Lesson #8

CENTRALLY LOCATE YOUR DISTRIBUTION.

Lesson #9

CUSTOMER SERVICE IS AN INVESTMENT.

(NOT AN EXPENSE)

What customers first see• 24/7 1-800 number on every page• free fast shipping• free return policy

What customers experience• fast & accurate fulfillment • friendly, helpful « above & beyond » customer service• a personal handwritten complement card

What to do internally• no call times • no sales-based performance goal for reps• 5-week customer service & culture training

Lesson #10

DON’T BE SECRETIVE. DON’T WORRY ABOUT COMPETITORS.

JUST DO IT!

Many Thanks!

cmoitier@bivolino.com

Blog : www.cmoitier.com

www.twitter.com/cmoitier