UPFRONTS: MARKETERS WHO MATTER
Alberto Billato
GROUP ECOMMERCE MANAGER AT DE’LONGHI GROUP
when it comes to making the site right for the local market. At Wiggle, the cycling online
What are some of the key elements of De’Longhi’s ecommerce strategy this year? AB: First of all, let me give you a bit of background. De’Longhi Group is not just the Italian brand famous heating products. There’s also the British brand Kenwood and our most recent acquisition, Braun Household from Germany. Each comes with its own peculiarities and product categories, meaning common goal for all of them: extending our customers’ lifecycle. Historically, De’Longhi Group never got to know its customers unless the product was faulty or needed a service. The biggest challenge we had was getting to know the customer before, during and after purchase, regardless of where they decided to buy our products. For this reason, De’Longhi
Group is now investing CRM, to control communication with the customer. Ecommerce is the simplest way for us to monetise that.
You’ve spoken in the past about the importance of localisation in ecommerce. Any advice on localisation strategy? AB: There’s no single recipe when it comes to localisation. The last two companies I’ve worked for
pure-player, we took a step-by- step approach, carefully selecting the markets to focus on and then localising our service, including translations, site content, payments, customer service, delivery methods and product range. At De’Longhi Group the
because we already have in-country subsidiaries with a fully translated website, localised content and local customer support. Needless to say, we had one, to include currency, payment methods, delivery methods and
A truly omnichannel business empowers
Localisation is not the same in every business. My advice is to do who your customers are and what out that not all markets require the same level of localisation.
What does ‘omnichannel’ mean to you in 2016, and are there any brands you’d point to as doing it well? AB: To me omnichannel means providing our customers the same experience wherever they decide to engage with our products. More than 70 per cent
9 annual sourc e guide 2016
of shoppers do their product research online, so it’s imperative for us to deliver rich, comprehensive and consistent information about our products across all digital touchpoints, not only on our websites, but also on those of our retailers. With the help of a content syndication provider we have been able to increase online sales by 12 per cent for our retailers, simply by enriching their product pages with better content.
But omnichannel is not just
about getting people to buy our products. For a manufacturer of small domestic appliances, the game of omnichannel can be played at the end of the sales cycle. Customers will be in touch for multiple reasons after the purchase. The reason could be maintenance, the warranty or most out of their product. They do so by phone, in-store, online or through our service partners. We need to be able to recognise and understand the people who contact us: which product do they own? Have they already been in touch with us? When did they buy will they need to descale it? A truly omnichannel business empowers after-sales in both online and achieve amazing results in repeat trade and extend the customer lifecycle.
delonghi.com/en-gb
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84
