Selling Online to Tomorrow’s
Shopper
Presentation to Bord Bia,
Dublin, September 2013
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Introduction: Graham Merriman
Managing Director Carrickane Consulting
– Supporting Businesses to sell online
• FMCG
• Consumer Electronics
• Fashion
– Enterprise Ireland eCommerce Mentor
Global Online Sales Director at Philips Consumer
Lifestyle
– Nine Years Developing Online Sales
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This is what Grocery Retailing looked like
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Power has shifted to the Shopper,
online and offline
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But at the end of the day the shopper
wants this
Without
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Responding to the Shopper’s Mind-set
“How can I use online to increase brand loyalty
with shoppers who want a brand which
– Knows me and can anticipate my needs
– Has products which offer the quality and range I
expect
– Can deliver a premium service
– Allows me to purchase their products in a way
that suits my lifestyle
– Can deliver value commensurate with the service”
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What do I need to do?
Upper Funnel: Creating Brand Preference
• Building Loyalty
• Building Advocacy
Use your own website and
social media to build brand
loyalty
Develop a multi-channel
retail presence
Lower Funnel: In-Store/Online Conversion
• Visibility on key retail touch-points
• Turning Shoppers to Buyers
Source: Euro RSCG Worldwide Knowledge Exchange
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Using your own website and social
media to build brand loyalty
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1) Your Own Website
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2) Your Social Media Presence
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3) Your Social Media Conversations
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4) Your Social Media Content
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5) Your Mobile Presence
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6) Your Ongoing Engagement with
Shoppers
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Developing a multi-channel retail
presence
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1) Your Online Store
• What’s my
proposition to the
shopper?
• Do I offer value?
• Will shoppers buy
direct from me or
only through a
retailer?
• Does my store
convey quality?
• Is it easy to shop my
site?
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2) Your Online Service
• What payment
methods do I
support?
• How do I handle
fraud?
• Do I have a logistical
infrastructure?
• How do I manage
returns?
• How I generate
repeat purchases?
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3) Your Online Retailer Presence
• Are shoppers more likely
to buy from retailers ?
• How am I positioned at
retail (compared to
competition)?
• Do I deal directly or
indirectly with the
retailer i.e. via a
marketplace?
• How much do I need I
need to invest with
retailers (marketing
support)
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4) Your Leveraging of Retailer Tools
• What are the barriers to
people buying my
products online? E.g.
Shipping costs, delivery
issues, availability etc.
• How has this been solved
by retailers or
competition?
• How do I become part of
these retailer programs?
• What’s the cost v return?
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5) Your Customer Reviews
• What are shoppers
saying and reading
about my products?
• How am I leveraging
this to gain new
customers?
• How do I deal with
negative reviews?
• How do I encourage
positive reviews?
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6) Your Digital Presence In Store
• Retailers have product
promotions in-store &
online
• Retailer Apps shorten the
distance between needs
and fulfilment?
• “Big Data” will allow you
to deliver relevant offers
straight to their phone ?
• Are you ready for this?
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7) Your Digital Presence at Point of Use
• How can I increase
relevance when people
are consuming my
product?
• Hellmann’s increased
sales by 44% by adding
recipes to receipts?
• How do I reinforce
complimentary products?
• What’s occasions do
people associate with my
products?
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Next Steps
1. Set you online priorities
•
•
•
Building Brand Loyalty?
Selling Direct?
Selling Through Multi-Channel Retail?
2. Set Targets
3. Build a Plan
4. Assign Resources
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Key Take Away
When Shopping Online Consumers buy
brands from brands….
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Carrickane Consulting
Graham Merriman
graham.merriman@carrickane.com
@gpmerriman
Office: +353 1 462 3146
Mobile: +353 85 836 4677
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Sell Direct to Consumer
Control +
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Sell Direct To/From Amazon
Control Amazon
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Sell Through a Third Party
Control -
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