Conversion of offline visitors into online customers- © Juan del Real 2013 Juan del Real E-Commerce Manager Conversion of offline visitors into online customers April 11-12, 2013, Moscow RIA Novosti Multimedia Center

Conversion of offline visitors into online customers- © Juan del Real 2013 I work(ed) for

Conversion of offline visitors into online customers- © Juan del Real 2013 Points in common -Brick and clicks -Electricals -6,4% ES online market (17% UE) -0,5-2% penetration online sales -ROPO effect -Tough market (

Conversion of offline visitors into online customers- © Juan del Real 2013 Spanish construction market (new buildings) Source: Ministry of Housing aprox. How tough a market? Started Finished Electricals Feb 2013 Trad -10% On +32%

Conversion of offline visitors into online customers- © Juan del Real 2013 How about competition? 679 Alexa / backlinks Newcomers Source: Alexa.com

Conversion of offline visitors into online customers- © Juan del Real 2013 But, … who are your competitors really? Those who rank better in search engines Those who use data/tech in compelling ways to attract consumers interest | competitive advantage for retailers is coming down

Conversion of offline visitors into online customers- © Juan del Real 2013 What makes the difference?

Conversion of offline visitors into online customers- © Juan del Real 2013 IT / Logistics Purchasing Marketing Company culture What makes the difference? (

Conversion of offline visitors into online customers- © Juan del Real 2013 IT conditions your position in the… NON TRANSACTIONAL TRANSACTIONAL CONVERGENT MULTICHANNEL CUSTOMISED General purpose info website Multiple caddy eCommerce Convergent eCommerce ….website evolution matrix (Brick and Mortars) Multichannel eCommerce Customised Multichannel eCommerce Omni channel

Conversion of offline visitors into online customers- © Juan del Real 2013 multichannel approach E-Comm platform + developments ! IT conditions your… ERP-Backoffice web (master data) Stock accuracy (stores) Processes (returns) [ [

Conversion of offline visitors into online customers- © Juan del Real 2013 ERP-Backoffice: stock accuracy IT department Reverse logistics ON 2 OFF

Conversion of offline visitors into online customers- © Juan del Real 2013 Collect in store (and return) benchmark (ES) IT department Great retailers El Corte Ingles (NO) Carrefour (NO) Alcampo (Auchan) (NO) Leroy Merlin (NO) Decathlon (YES) Media Markt (YES) Worten (YES) Darty (YES) Fashion Zara (YES) Mango (YES) HM (NO) C&A (NO) Custo Barcelona (NO) Carolina Herrera (NO) ON 2 OFF

Conversion of offline visitors into online customers- © Juan del Real 2013 The people who buy and decide about… Purchasing Range Price Availability (stocks) Source: Bessemer’s Top 10 Laws of E-Commerce ( ) ( Bessemer e-Commerce Rule #4: Make it cheap, fast and free

Conversion of offline visitors into online customers- © Juan del Real 2013 Single pricing (common range) Purchasing department Web exclusives OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Explore/discover Marketing department instore OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Help us improve, rate this product online Marketing department instore OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Better web info and store testimonials Marketing department OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Better conversion on Google SERP (rich snippets) Marketing department OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Stores PLV Marketing department instore Click and collect brochure instore Store displays OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Suscribe customers to the Newsletter and get rewards Marketing department instore Ask for the customers at the counter, please! OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Catalogues and media via QR Codes Marketing department OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real most searched for info onsite and…. Offsite too!! Marketing: digital catalogues are the… ON 2 OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Click to “FaceTime” with instore vendors ON 2 OFF 2 ON

Conversion of offline visitors into online customers- © Juan del Real 2013 Cultural aspects in off 2 on

Conversion of offline visitors into online customers- © Juan del Real 2013 People are the major drawback for multichannel Cultural aspects

Conversion of offline visitors into online customers- © Juan del Real 2013 Daily blocking situations instore Cultural aspects The store refuses to: -ask for customers s -order web exlusives via web -excuses for stock borrowing (the special customer effect), ( Reverse logistics The store refuses to: -accept a web return -refund (Paypal web order) (

Conversion of offline visitors into online customers- © Juan del Real 2013 A unified seamless customer experience across devices and supports User-experience, trustworthiness, engagement Strategies for Ecommerce success? For customers |

Conversion of offline visitors into online customers- © Juan del Real 2013 Strategies for Ecommerce success? For businesses: fulfilment You must build a brand, but not through brand advertising* Bessemer e-Commerce Rule #1

Conversion of offline visitors into online customers- © Juan del Real 2013 Thank you Juan del Real спасибо!