eCommerce class assignment. Our team analyzed Jessops current situation and key issues and developed a complete strategy assessing the multichannel retailer. We understood the interaction of channels from a customer perspective, along with the operational implications on the retailer. In addition, we tracked and measure eCommerce effectiveness. I did tried to contact the brand to present our core ideas but it didn't work. http://marthatolosa.com/2011/07/06/how-far-this-post-can-go/ [jun 2011] eCommerce Essentials - Professor: Ian Jindal Master of Digital Marketing - HULT London

1. Ecommerce Strategy

2. Agenda
• Key issues
• Solution in a nutshell
• What’s the base of it
• Project overview
• Steps 1 to 3
• Conclusions
• Next steps
• Q&A

4. Competitive Environment
Porter’s 5 Forces

5. SWOT

8. What's the base of it?
Greener grass for the cattle

9. Point and Shoot cameras
challenged to survive the Smartphones
Sales decreased from $2.4 billion in 2008
to just $1.9 billion in 2011*
Big brands are facing this challenge and
coming out with new solutions
*Market Research NPD group

10. Worldwide Digital Camera Market
focusing on DSLR Cameras
1. Sales of DSLRs Cameras in the UK
2. Sustained steady growth in shipments of SLR's accesories
3. Demand for Digital cameras and SLR demand increased specially
emerging markets, due to the rise in internet usage.
4. Shipments to European continent expected to mantain.

11. Don't compete with brands,
engage with them
“If marketers think that differentiating
their products and services and
engaging consumers is hard now,
just wait until they try doing it when their
brands devolve into category placeholders,
a product or service that everyone knows,
but doesn’t know for anything in particular.
That’s when no discount will be deep enough,
which is a hard lesson that many retailers
have already learned.”
Passikoff
Customer Loyalty Engagement
*Brand Keys

12. STEP 1: Setting up a new cow
Proposition
Brand New Inventory
image idea management
Channel
logistics

13. New Proposition
Various, diversified products to non segmented customer
Focus on an specific range of cameras and
equipment for a particular segmented target.
Jessops has a established position in the UK market
Exclusive offer only from Jessops
Technical advice reputation

14. “Your first professional camera”

15. Campaign
Target:
Young professionals
21- 35 years old,
who are looking for a camera
better than their mobile phone.
Online:
Offline:
-Newspapers
-Tube (touristy stations)

16. Changing logistics
Online customer In-Store customer
Centralise to flagship store in London
to optimize volume traffic in both
online/offiline shop

17. Marketing
Jessop's image will transform
from a simple retailer
to the bridge between
customer and brands.
Making the customers to visit the flagship store
to touch and feel the product (experience).

18. Inventory management
1. By reducing number of the stores and
centralizing inventory to the warehouse.
2. The storage cost per product at the store is higher
than the storage cost per product at the warehouse.
Traffic trend change from off-store purchase
to online store purchase.
Different customer engaging functions.

19. Other channels
Trade - in platform channel
1. A seller bring in the item to sell to the store.
2. Receive cash credit to purchase from Jessops products.
Jessop’s role:
Product Assessment
Provide warranty - 2nd hand buyer (2 years).

20. STEP 2: Paint the cow pink

21. Strategic alliances
Jessops will be a mediator
between manufacturers &
consumers.
Exclusive deals - Starter kits

22. Jessops Lab
- Brand Islands: experiencing with brands
- Weekly price updates
- Personalized online shopping experience
- Customer specific offers

23. STEP 3: Milk the cow

24. Professional Photographer path’s life
Beginner Professional
Start. By taking a picture with a camera (mobile/digital) and upload it.
Progress.
1. Purchases at Jessops
2. Measure photographic activity online:
pictures uploaded on social networks, comments.
3. Get points
4. Progress: Jessops unlock content.
Offers additional equipments
5. Developing skills in photography.

25. Gaming Knowledge Stock
New generations Points Cross Selling
e.g.World of Warcraft. Personalized space -Offering accessories,
Return to basic In the website. new filters at each
level.
- Data converted in -Progress in the
points collected for game. -Star products. Deal
purchases, uploads to Buying products, with brand-islands.
social networks. visiting exhibitions,
-Kits to get next level
-Multichannel access: -Unlock content. game. Discounts.
web, mobile app.
-Free instructions,
-GPS, world map, FB workshops, events,
places,Foursquare. seminars.

26. Awareness Sales relates
Measurement KPI’s Actions
Business Average order value DECREASING
Performance Sales per channel (value & volume) Find out problems and review
Profitability (% of operational sales) segmentation strategy
accordingly
Days of Inventory
No. of out of stocks .
Order Conversion rate per online
campaign
Traffic from offline to online
Jessops market share UK
Segmentation DSLR share of sales (value & volume) ON TRACK
Performance Jessops DSLR market share UK Continue with plans and use
Target Demographic (% of total KPI’s to spot business
customers) oportunities
Customer K factor (viral factor) ABOVE EXPECTATIONS
Engagement Monthly and daily active users for the Consider extra investment to
website and game accelerate expansion and
New to returning users ratio capture quick win opportunities.
Average monthly revenue per customer

27. Conclusions
• A tangible value proposition
Market segment, brand image, reduce
inventory, improve channels and logistics.
• Engage with brands
Strategic alliance, deals, Jessop’s lab,
personalized online shopping.
• Nurture the customers
Gamification, lifecycle nurturing steps

28. Thank you!

29. Eduardo Hauck Olli Lainto
Martha Tolosa
Beatriz Briones Satomi Hisamoto