1. E-COMMERCE Staffan Asami

2. 53%
of global internet users say they have made an online purchase in 2016.
[Source: Remarkety, June 2017]

3. Why e-commerce is important
Sweden 2016
Hardware segment increased with 29%
9% of total DIY sales from online
Germany 2016
9.9% of total DIY sales from online

4. HOW MUCH OF YOUR TIME DO YOU ALLOCATE FOR E-COMMERCE?
Aiming at 10% share requires a 10% time allocation

5. E-commerce is just another store…

6. …where shelves need to be looked after…

7. … as well as the products

8. Develop our e-commerce platform for growth
CUSTOMER SELECTION
Find new customers
CONTENT OPTIMIZATION
Improve current customer websites
SALES ACTIVATION
Promote and activate

9. Customer Selection Tools: Similarsites.com Similarweb.com
Find new customers
Tools:
Similarsites.com
Similarweb.com

10. Customer Selection Find new customers Q:
Name three websites where you can buy DIY products online?

11. Content Optimization Improve current customer websites
Three rules to optimize content:
1. Identify high potential customers
2. Ensure right content
3. Gain maximum visibility

12. Content Optimization Gross list Narrow down Create list
1. Identify potential customers
Make sure to spend time on the customer with most sales potential!
Gross list
Narrow down
Create list

13. Content Optimization 2. Ensure right content What is content? Texts
Images
Related
Show the application area
More text = more hits in search engines
More images lead to more sales

14. Content Optimization 2. Ensure right content The less good one:
Lack of pictures
Lack of product text

15. Content Optimization 2. Ensure right content
The better one:
A lot of images
A lot of text

16. Content Optimization 2. Ensure right content
Compare products and find gaps in the content.
You can always compare with the content available on rapid.com.

17. Content Optimization 3. Gain maximum visibility
Are our products located in the correct place in the store?
Generic searches
Brand search
Site structure

18. products online before purchasing*
Content Optimization
Improve current customer websites
81% of shoppers research
products online before purchasing*
Most important factors for online purchase decisions:
1 Save money %
2 Easier %
3 Better selection %
4 Faster %
5 Better information %
5 Routinely shopping there already 21%
Sources: *
**GfK FutureBuy survey of 23,000 shoppers in APAC, LATAM, Europe, North America, Middle East

19. Sales activation Promote and activate
Make promotions and sales activations
once the content is optimized.
Banners on start page
Appear in newsletter
Social media campaigns

20. Action plan E-commerce

21. Develop e-commerce for growth Always after content optimization
Make an action plan using the leg below
based on your current e-commerce platform and status
Always after content optimization
CUSTOMER SELECTION
Find new customers
CONTENT OPTIMIZATION
Improve current customer websites
SALES ACTIVATION
Promote and activate