Bakker hillegom paul geraeds

PowerPoint Presentation

GROW YOUR SMILE Webwinkel vakdagenUtrecht, 18 January 2017Paul Geraeds, CEO Bakker.com

Author: Date:

2

AGENDA:

Introduction Bakker.comBrand positioningPersonas & personsBakker in transitionFacebook acquisition case

4

Distant selling B2C

Delivery to 19 European markets

100% privately owned

Per season assortment of 4.000 articles of Dutch origin

3,4 million orders per year

Turnover 120 million annually (incl. VAT), 95% generated outside NL

Introducing Bakker

Nederland maar 5% van de totale omzetShipping 150 million bulbs annuallyDatabase van 11 miljoen adressen11 local sales offices4

5

150 million bulbs annuallyDistant selling B2C






Introducing Bakker

Nederland maar 5% van de totale omzetShipping 150 million bulbs annuallyDatabase van 11 miljoen adressen5

Introducing BakkerDistant selling B2C






6

Sales

Nederland maar 5% van de totale omzetShipping 150 million bulbs annuallyDatabase van 11 miljoen adressen6

AGENDA:


8

Who are you andwhat business are you in?Direct Mail company?Logistics company?Agri company?Distant seller?Retailer?

VisionFor a happy life it is essential to have green around

Proven by multiple scientific researches

9

Mission

10It is our mission: To bring more green

MissionIt is our mission: To bring more green into more peoples lives

so we provide everything to enjoy gardening

because gardening makes confident and proud.

11

AmbitionTo become the leading Pan-European multi-channel garden company

12

Positioning pyramid

Advice &inspirationBrand promiseProof pointsBaseThe joy of growing your own

Gardening gives true satisfaction and pride

At Bakker.com you can buy anything you need for joyful gardening

We help and inspire you to make gardening a fulfilling experience

We inspire you to active gardening

Bakker makes it easy and joyful

Reliable /Sustainable:being loyal to customerskeeps promisesenvironmental responsible

Dutch Garden Experts: fresh: direct route from grower to your garden 70 years of experienceDutch quality products24 lessons gardening course

Trusted & New products:discovers new green products and growing solutionsexcellent variety of evergreens

13

AGENDA:


Client focus groups; dialogue with real clients4 FOCUS GROUPS:- Young urban, 25+- Young family, 30+- Mature family, 40+- Senior, 60+

RESEARCH TOPICS:- Type of garden- Garden interest- Source, inspiration, tips- (Online) shopping behaviour15

15

Personas; unified values throughout Europe

17

Yet, huge differences per country in demand

AGENDA:


Key insights: gardening is hot!Urban gardeningVertical gardensGrow your ownEco trendZen gardensGreen education

19

Key insights: real need for gardening adviseGardening know-how is rapidly diminishing over generations

The need for (online) gardening advice is dramatically growing

20

Key insights: inspirationThe desire to be inspired is even larger

Your garden as extension of your personal identity

21

Sales through innovation; exclusivesBakker bought the whole crop from growers

These items can only be bought at Bakker.com

22

Sales through innovation; product developmentSolution for garden novices

Easy to use; 100% guarantee

Gardening made fun

23

Sales through innovation; product developmentOffering garden solutions

Fitting individual needs

With room for personal adaptations24

24

Invest in content for relevance

Bakker starts the customer journey through inspiration and advice:

800 category pages

300 editorials on gardening

One-minute videos to share; the garden hacks

M2 garden videos

Garden expert instruction videos

Inspiration videos

Online garden course with 24 monthly lessons

25

26

A new platform was needed for: product, inspiration and advice27Criteria for selecting new e-commerce platformFast international roll out (20 markets!)Focus on Customer Experience & Conversion Ease of use for e-commerce team; content marketingMobile adaptable (four versions)Technical performance: fast & stable, even at high load

New e-commerce platform 28

Search & merchandising tool: optimizing CRO29Cross and upsell

Creating relevancy

Automatically adapting product suggestions to actual sales volume per country

285 campaigns per market

Created 6.500 positions for sales & customer driven optimization

29

Mobile adaptableUploaded 9.500 (19 x 500) content articles in new site structure

40% of Bakker.com newsletters is opened on mobile30

Learnings for growthAverage number of products bought increased from 2.5 to 3

AOV increased

Average time spent per page significantly increased (engagement)

Conversion increased

Warning: no transition plan implemented facing huge drop in SEO results

Warning: check external link building

Use expertise for SEO

31

AGENDA:


Using Facebook as online acquisition channel

Objective test case:Test if Facebook Advertising could generate profitable new customers in Europe. Gain insights regarding social media behavior in the garden category in the various countries within various audiences with various messages.

Campaign set up via Social Lab (Ogilvy):We launched a Conversion Pixel campaign via Facebook. We created 24 posts in total to find out what products would sell best.Test results plus Google Analytics gave estimated conversion figures.We ran Link Click ads in eight countries for approx. six weeks.

The Netherlands, UK, Switzerland, Austria, Germany, France, Belgium and Sweden 33

Target audience selection34

All used audiences for the TP2 campaign are also divided by gender and age

Creatives35

Each post had several copy versions (tone of voice), and various croppings In total, there were 24 posts per country

Results: best performing posts36

Big differences in CPC and CPA Best performing content varies per country

Best performing creatives37

Cost per Click*/** 0,55 0,72 0,77 0,78 0,91

CPC= 0,49CPC= 0,50CPC= 0,57Example: GermanyCreatives from low to high CPCIn Germany the Black Lily performed best. The CPC of this ad is 65% lower than from the worst performing ad.Close-up imagery led to a significant lower CPC. Exclusivity & scarcity worked better than % discount.

Conclusions Social Advertising We saw a profitable business case for multiple countries. Facebook can be a great addition to our online performance media.

There are large variations between the countries regarding CPC and CPA especially when you zoom in on copy and visuals (close shots vs. wider shots)

There are also variations between target audiences. Sometimes the best performing audiences were completely new audiences for bakker.com (POI)

As a result we cant execute an one-size-fits-all strategy for Europe. Segmentation is key for success. For every country, for every target audience we need specific visuals and copy to get the optimal result.

Overall conclusion: segmentation is key for success in cross-border social media advertising

.

38

As a follow up we also would like to test whats the most effective targeting model: A broad targeting model based on low CPM but probably lower CTR vs. a targeted model with a higher CPM but also a higher CTR38

Thank you

Internet

Bakker hillegom paul geraeds