On October 19, EMAKERS was invited to hold a Masterclass on e-commerce for Megavino, the largest wine fair of the Benelux.

1. MASTERCLASS MEGAVINO
STEFAN VERMEULEN
stefan@emakers.be +32 473 91 90 62

2. MY NAME IS STEFAN

3. TODAY’S PROGRAM
STRATEGY
ONLINE
SALES
DIGITAL
MARKETING
QUESTIONS
15 MINUTES 15 MINUTES 15 MINUTES 15 MINUTES

4. WHAT IS E-COMMERCE?
ONLINE SALES ONLINE SERVICE
DIGITAL MARKETING

5. E-COMMERCE IS BECOMING THE DOMINANT CHANNEL
* OWN MANAGEMENT ESTIMATION; E-COMMERCE IN EUROPE, 2025
TOYS
BEAUTY AND
COSMETICS
FOOD &
BEVERAGE
FASHION
CONSUMER
ELECTRONICS
CONSTRUCTION HOUSEHOLD
APPLIANCES
HOME AND
GARDEN
FURNITURE
SPORTS
PHARMA
OTHER FMCG
0
100
75
50
25
ONLINE BLENDED OFFLINE

6. EVERY CONSUMER BEFORE ZALANDO (2007)
I WILL NEVER BUY
SHOES ONLINE

7. SHOPPING STREETS IN 2019

8. MARKET DEVELOPMENT
100%
MARKET
HYBRID
SALES
ONLINE
SALES
OFFLINE
SALES TRADITIONAL PLAYERS
NEW PLAYERS

9. DOMINANCE OF GIANTS (EXAMPLE GERMANY)
› MARKET GROWTH IS
CAPTURED BY TOP 500
› #1 (AMAZON) IS 3 TIMES
BIGGER THAN #2 (OTTO)

10. NEW MARKET PLAYERS
DIRECT TO CONSUMER
(D2C)
NEW
BUSINESS MODELS
ONLINE
MARKETPLACES

11. CUSTOMERS ARE BUYING DIRECTLY FROM THE PRODUCER..
THE ROUTE FROM PRODUCER TO CUSTOMER IS CHANGING
PRODUCER DISTRIBUTOR WHOLESALER RETAILER
.. AND BRANDS ARE SELLING DIRECTLY

12. DIRECT-TO-CONSUMER (D2C)

13. DIRECT-TO-CONSUMER (D2C)

14. ONLINE MARKETPLACES

15. DELIVERY HEROES

16. SUBSCRIPTION MODELS
RAZORS FLOWERS MEALS

17. ORDER BUTTONS

18. AUTOMATIC REPLENISHMENTS
SMART KITCHEN COMMERCE
DASH REPLENISHMENT SERVICE (DRS)

19. NEW PRODUCT / MARKET COMBINATIONS

20. DIGITAL NATIVE BRANDS ARE BUILDING BRAND STORES
EVERY YEAR, TRADITIONAL SHOPS ARE SYSTEMATICALLY SELLING LESS THAN THE YEAR BEFORE
TRADITIONAL RETAIL WILL DISAPPEAR

21. › SEE & TOUCH PRODUCTS
› I WANT IT NOW
› BRAND RECOGNITION
› PERSONAL / AUTHENTICITY
A PHYSICAL LOCATION MATTERS

22. Web shopWeb shopWeb shop
FLEX SHOPPING
Shopping street
Mall
Store Store
Delivery
Pick-up location
PurchaseSearch & discover Delivery
Web shop
Web shopWeb shopWeb shop
Search engine (> 40%)
Marketplace (> 20%)
Brand site (> 10%)
Retail site (< 10%)
Social media (< 5%)

23. TODAY’S PROGRAM
STRATEGY
ONLINE
SALES
DIGITAL
MARKETING
QUESTIONS
15 MINUTES 15 MINUTES 15 MINUTES 15 MINUTES

24. WHAT MAKES ONE BUY - OR NOT?
WEBSHOP
SEARCH
REFERRAL
PROMOTION
BUY
X

25. VALUE PROPOSITION

26. NEW PRODUCT / MARKET COMBINATIONS
CELLAR / MAIL SUBSCRIPTION PLANS

27. NEW PRODUCT / MARKET COMBINATIONS
(CORPORATE) GIFTS

28. BASICS RIGHT
PRIORITY
SECURITY SPEED
CUSTOMER FIRST CONTENT UX

29. NO COMMERCE WITHOUT CONTENT
BUY
COMPARE
SEARCH & DISCOVER
VISIT
CART / CHECKOUT
PRODUCT PAGES
SEARCH- AND OVERVIEW PAGES
LANDING PAGES / HOME

30. CONTENT : SEARCH & DISCOVER

31. CONTENT : SEARCH & DISCOVER

32. CONTENT : SEARCH & DISCOVER

33. CONTENT : SEARCH & DISCOVER

34. CONTENT IDEAS

35. CONTENT : AUTHENTICITY

36. CONTENT : AUTHENTICITY

37. CONTENT : RECIPES, GUIDES, TASTING NOTES..

38. MAKE CONTENT SNACKABLE
SIMPLICITY DEPTH
GOOD CONTENT IS EASY TO
CONSUMER AND HAS A VERY
HIGH QUALITY; PEOPLE
SHOULD WANT TO SHARE IT
DIRECTLY WITH THEIR
NETWORK
SNACKABLE CONTENT

39. UX
NAVIGATION
SEARCH
ENGINE
FORMS
MEASURE YOUR VISITORS’ ONLINE BEHAVIOR
(GOOGLE ANALYTICS / HOTJAR)
KEEP ON TESTING YOUR OWN SITE ON DIFFERENT TYPES OF DEVICES
CARTHOMEPAGE

40. THE TIMES ARE CHANGING

41. DESIGN FOR MOBILE
› SMALLER SCREENS
› LARGE THUMBS
› SLOW CONNECTIONS

42. RESIZE VS. RESCALE

43. RESPONSIVE DESIGN
MOBILEDESKTOP
LANDSCAPE PORTRAIT
TABLET
LANDSCAPE PORTRAIT
RESIZE
RESCALE

44. › ASK A FIELD TOO LITTLE, INSTEAD OF TOO MUCH
› OFFER (ALSO) THE POSSIBILITY TO ORDER AS A GUEST
› SHOW ERROR MESSAGES DIRECTLY (IN RED) WITHIN THE FORM, INSTEAD OF AFTER PRESSING
THE SEND BUTTON
› SHOW DIRECTLY (IN GREEN) THAT A FIELD HAS BEEN VALIDATED
› CARD NUMBER, EXPIRY DATE AND VERIFICATION CODE? HELP CUSTOMERS WITH VISUAL
CUES, E.G. A SIMPLIFIED DRAWING OF A CREDIT CARD
CONVERTING FORMS

45. › PROFESSIONAL DESIGN
› TO THE POINT AND FRESH INFORMATION
› LOCAL PHONE NUMBER AND/OR PERSONAL CONTACT DETAILS
› CUSTOMER REVIEWS OR REVIEWS BY INDEPENDENT THIRD PARTIES
› WELL-KNOWN LOGOS (E.G. FOR SECURITY, PAYMENT AND DELIVERY)
TRUST

46. ONLINE CUSTOMER REVIEWS
› FOUND BY REVIEWS
› INFLUENCED BY REVIEW
› SEARCHING FOR REVIEWS
› NEW REVIEWS
AANKOOP
OVERWEEG
ZOEK EN ONTDEK
BEZOEK
HERHAAL
GEBRUIK
INGEBRUIKNAME
LEVERING

47. PERFECTING THE UNBOXING EXPERIENCE
POSITIVE / NEGATIVE REVIEW

48. PERFECTING THE UNBOXING EXPERIENCE
ORDER FULFILMENT PARCEL DELIVERY
- Home / office delivery
- Brand or retail stores
- Pick-up points
- Parcel lockers
SPEED, ACCURACY AND MOMENT OF DELIVERY
CUSTOMER COMMUNICATION
-
RETURN OPTIONS
COST

49. DO-IT-YOURSELF OUTSOURCING > 500
WEBSHOP CONNECTION PLUGINS / API API / CUSTOM MADE
ECONOMIES OF SCALE BY VOLUME BY VOLUME
LOGISTICAL EXPERTISE ✘ ✓
RETURNS ONLINE PORTAL WITHIN SERVICE AGREEMENT
A SOLUTION FOR EVERY SIZE OF WEB SHOP

50. TODAY’S PROGRAM
STRATEGY
ONLINE
SALES
DIGITAL
MARKETING
QUESTIONS
15 MINUTES 15 MINUTES 15 MINUTES 15 MINUTES

51. WAT MAKES ONE BUY - OR NOT?
WEBSHOP
SEARCH
REFERRAL
PROMOTION
BUY
X

52. PROMOTING YOUR ONLINE OFFER
SEARCH
REFERRAL
PROMOTION
PULL
ORGANIC
ADS
PUSH
ORGANIC
/

53. EVERY SERP AND ITS USAGE IS DIFFERENT
CROWDED PAGES INFINITE SCROLLING LIMITED RESULTS

54. YOUR PAGE IS DIFFERENT THAN MINE
› The type of device used for the search (desktop, laptop, phone, tablet),
› Whether you are logged in to a Google Account while searching
› The number of Google-generated ads on the page
› What type of browser you are using
› Your personal search history
› Your geographic location

55. SEARCH ENGINE ADVERTISING (SEA)
› CAMPAIGN MANAGEMENT (TIME)
› CLICKS / IMPRESSIONS
› DEMOGRAPHIC CHARACTERISTICS
› INTERESTS
› COMPARABLE USERS
AUDIENCE TARGETING COST

56. › QUALITY CONTENT: ORIGINAL, UP-TO-DATE, DEPTH,
ENGAGEMENT
› OPTIMISED TITLES AND DESCRIPTIONS, USE OF
KEYWORDS
› AUTHORITY: MEANINGFUL LINKS, SOCIAL SIGNALS
SEARCH ENGINE OPTIMIZATION (SEO)
CONTENT PERFORMANCE
› PAGE SPEED
› MOBILE
RESPONSIVENESS
› CLICK-THROUGH
BEHAVIOR OF YOUR
VISITOR
WHAT WORDS IS YOUR TARGET GROUP USING TO SEARCH?

57. SOCIAL & VISUAL COMMERCE
ADS
BUY-BUTTON
✓ ✓ ✓ ✓
✗ ✗ ✓ ✓

58. SOCIAL & VISUAL COMMERCE
› THE MAKING OF
› PEOPLE / EVENTS
› SPECIAL EDITIONS

59. E-MAIL MARKETING
A/B - TESTEN
TEST ALTIJD MEERDERE VARIANTEN VAN DE CAMPAGNE

60. E-MAIL MARKETING
INBOX
“FROM”
SUBJECT LINE
TEXT PREVIEW
TIMING
E-MAIL
HEADER
INTRO + TEXT
IMAGE(S)
BUTTONS /
HYPERLINKS
LANDING PAGE
CONSISTENCY EMAIL
EXTRA INFORMATION
CALL TO ACTION
OPEN CLICK

61. E-MAIL MARKETING: LANDING PAGES
› IS THE MESSAGE IN THE E-MAIL (PROMOTION)
VISIBLE WITHOUT ANY SCROLLING?
› DOES ONE CATCH THE LANDING PAGE’S
MESSAGE WITHIN 5 SECONDS?
› IS THERE A CLEAR SINGLE CALL TO ACTION
(CTA)?

62. SIGN-UP POP-UPS DO WORK

63. AGE CHECK

64. STEFAN@EMAKERS.BE
THANKS! QUESTIONS?
E-COMMERCE XPO 2018
NOVEMBER 12 & 13 - KORTRIJK
WEBWINKEL VAKDAGEN 2019
JANUARY 23 & 24 - UTRECHT
STEFAN VERMEULEN