Presentacin de PowerPoint

1
eretail Tour ...when an
industry gets wired
Top five reasons visitors return to a site 75
High quality CONTENT 66 EASY to use 58 QUICK
download 54 UPDATED frequently 14 LOYALTY
programs/incentives 13 Favorite BRANDS
Forrester Research, january 1999
10010001
Jupiter Research Sept. 1999
2
eretail Tour ...when an
industry gets wired
10010001
3
Marketing Strategy
Sales Strategy
Position the Web Site
Target Definition
E-commerce Strategy
Global Nike.com
Content Strategy
E-commerce Strategy
Business Financial Model
Technical Solution
Launch Plan
4
DEVELOP AN ONLINE STRATEGY THAT HELPS SHAPE THE
INTERNET AS A BRAND ENHANCING, PROFITABLE
SUSTAINABLE RETAIL ENVIRONMENT
5
NEAR TERM
Continue to target bricks mortar retail as the
most important channel in our industry.
Drive online sales through x.com to fully utilize
the brand experience.
Open a limited number of strategic retail
partners to present x product in a multi brand
environment.
Provide access to x.com through retail and
content sites.
Proactively prohibit unauthorized sales.
6
LONG TERM
Integrate our online B2C efforts with developing
B2B, supply chain and fulfillment solutions.
OTHER REGIONS
Use Corporate/US strategies as model, but
develop and tailor e-commerce strategy to local
legal, business and retail environments
7
PARTNERSHIPS ALLIANCES

• We want to develop partnerships alliances that

• increase nike.com traffic, revenues and customer
  acquisitions

• make nike.com more dynamic via compelling content
  and interaction, services and functionality

8
PARTNERSHIPS ALLIANCES CAN INVOLVE

• E-commerce
• Marketing Sponsorship
• Content Licensing, Sharing, Distribution
• Promotions
• Technologies
• Unique Services or Features
• Production
• Equity
• Exclusivity

9
CURRENT FOCUS

• Marketing Partnerships that...

• Combine great creative with great placement to
  grab the consumer

• Extend our commerce reach by increasing awareness
  of our online store and product offerings

• Partnerships that leverage the content, tools
  and/or services of others to enhance the
  consumers experience on X.com

10
Internet Distribution Strategy
11
CUSTOMER
COUNTRY
e-BIZ REGION
Web Distribution Proposal
Submit

• Notification Ctry
• Planning Regional e-biz
• Assessment Regional e-biz
• Contract Legal
• Site Certification Regional e-biz
• Monitoring Regional e-biz
• Renewal Regional e-biz

WWW Global Sales Agreement
GLOBAL
12

• SET of CRITERIA for existing customers in Europe

• PRESENTATION Product
  information, Technical acknowledge
• CONSUMER EXPERIENCE Navigation/Security/Speed
• CUSTOMER FULFILLMENT After sales service,
  customer service, returns

13

• World Wide Web Sales Agreement
• Non-exclusivity.
• Allows customers to sell online for a specific
  period of time
• The contract refers to a specific territory.
• The retailer specifies which products are going
  to be offered
• Site requirements
• Web site content review
• Assignment. Prevent subcontractors.

14
Nikes Online Retail Strategy

• Continue to target and develop bricks mortar
  retail as the most important channel in our
  industry
• Develop competency through Nike.com to optimize
  the brand experience and represent the benchmark
  for on-line sales
• Authorize a limited number of strategic retail
  partners to present Nike product in a multi brand
  environment on-line (managed within
  Regional/Country legal framework)
• Proactively prohibit unauthorized sales

Near Term
1
2
3
Nike.com provide unmatched consumer experience on
nike.com - capturing consumer data and connecting
with our consumer
Authorized Internet Dealers present Nike in
multi-brand experience
Affiliate Program provide access to Nike.com
through retail content sites
Long Term

• Integrate our online B2C efforts with developing
  B2B, supply chain, and fulfillment solutions

15
European Internet Distribution Strategy Roll-out
Internal Communication
Launch Affiliate Program

• CMT Mtg (4 Sept)
• SAM Trng (18 Sept)
• SKSM (23 Oct/1 Nov)
• EHQ (Sept/Oct)

Retailer/Trade Communication

• Linked to Europe NIKETOWN.com Launch

• Alliance Accts (TBD)
• Other Strat/Key Accts (TBD)
• Retailer Ltr to all Accts (15 Jan)
• Formal Trade Announcement (ISPO)

Strategy Re-assessment
Account Plan Development
Retailer Transition Period

• Retailer sites (1 Oct)
• Preliminary Alliance Acct List (1 Oct)
• Alliance Acct Assessment (1 Nov)

• Policy/Criteria clarification sessions (1 Feb -
  1 Sept)
• Retailer site assessment approval (1 Jul - 1
  Sept)
• Accounts sign WEB SALES AGREEMENT (1 Sept)
• Policy effective, enforcement period begins (1
  Sept)

Communication Tools
Retailer Support Program/ Tools

• Strategy Doc. (4 Sept)
• Policy Manual (1 Nov)
• Retailer PPT (1 Nov)
• Retailer Ltr (1 Nov)

• Deliver HO01 toolkit to Sales (SKSM meetings)
• Deliver HO01 Sell-in strategy (differtiantion
  plans, etc.)
• Deliver FA01 support materials to Alliance Accts
  (1 Apr)

16
E-Selling to consumers Nike.com in Europe
17

• Nike.com launch in Europe. EURO 2000
• Content Component
• e-Commerce component
• Dealer Locator
• Purchase of Nike
  football products

18
Site Objectives Succes Criteria

• Key Thoughts
• Nikes commitment to brilliant football
• Nike Objective
• Collect email adresses, user profiles to support
  overall strategy and objective
• Dialogue (Nike to user, user to user, user to
  player), Interactivity
• Integration to off-line activitities
• Offer content that results in return visits,
  primarily user generated
• Limited updating of content within Nike
• Introduce transaction (sales)
• User Experience/Benefit
• Nike provides unique acces to and angle on game
  and players
• Nike provides a relevant/different football
  experience - I can relate to it.
• Through Nike, I can get closer to the real game
  (competition)
• Access to product

19
E- BIZ

• European Digital Business Director
• Responsible for European Internet Distribution
  Strategy (B2B, B2C)
• Responsible for Strategic plan on e-commerce
  and its implementation across Europe
• Role
• Nike.com
• Business Planning Nike.com
• Profitability
• Product differentiation/segmentation
• Define reporting and analysis requirements
• Develop and monitor European pricing policy
• Internet activities of European Customers
• Implement Internet Distribution Strategy
• Meeting with customers, getting agreements,
  communicating strategies.
• Getting distribution agreements
• Define communication plan to retailers
• Business to Business

20

• Merchandiser
• Forecast Nike.com
• Determine product line, plan demand.
• Monitor product line sales performance
• Define product flow
• Buy
• Do visual Merchandising
• Store Manager
• Define business rules for shopping experience
• Prepare and organize attributes, images and copy
  for products exclusive to your country
• Define Team web master, Editor, producers,
  product image coordinator
• Assess global navigation for country
• European B2B Project Manager
• Coordinate the implementation B2R Plan.
• Identify market needs.
• Assess European customers.

21
Ensures an integrated, consistent sales and
distribution strategy
Ensures an integrated, consistent brand
communication strategy
Ensures a successful long term development of
X.com (as a retailer)
Nike.com Global
SALES DIRECTOR
MARKETING DIRECTOR
Digital Brand Director.
Digital BIZ Director
Digital Brand Director.
Digital BIZ Director
Store Mngr
Fulfillm. Mngr.
B2B Project Manager
Merchand
Marketing.
Sales
X.com
22

• The steps above will define the umbrella for the
  Communication Component and the e-commerce
  capability
• Define Web Content Strategy.
• Set a Goal, roll out, and interaction with the
  general Marketing plan.
• Set a Strategy for e-commerce.
• This strategy should define Business to Consumer
  approach of the company through its own site as
  well as the distribution of its products through
  other e-retailers, the strategy should include
  the Business to Business component.

23

• Define strategic sales
• Focus on specific products to complete consumer
  experience on our site(e.g. Euro2000).
• Local relevant products, going over distribution
  bottlenecks that block key products.
• Identify consumer preferences on the net and
  drive volume through them.
• Let consumers enjoy finding the unexpected
  (exclusive, make-to-order, Us/Asia products,).
• Establish merchandising dynamics, adjust stock
  risks and set a product cycle.
• Monitor the purchase behavior of consumers.
  Apply learning to merchandise and marketing
  adjustments.
• Integrated approach with off-line set ups.
• Link it with factory outlets (close-outs).
• Identify new opportunities (promotions, drops,
  cross-selling, early deliveries, private pages).

24

• X.com European launch (Phase 2)
• Financial Model
• Profit analysis.
• Scenario.
• Forecast,
• Gross/Net revenue,
• Margin estimation,
• Average purchase transaction,
• Traffic forecast,
• Transaction expenses,
• Multi-currency / VAT solutions
• SGA model.
• Business Model Definition
• Pricing policies.
• Channel conflict estimation per BU.
• Customer fulfillment metrics
• Customer Service.
• Logistics.
• Partnerships and outsourcing definition.

25
Marketing
Commerce
Retail
Merchand Buy.
Digital Branding
IT
Operations
Sales
Infrastructure IT support
Logistics
26
SALES
MARKETING
Operations
Systems/IT
Nike Retail
Nike Finance
27
Digital Business Director
Internet Sales Manager

• Segmentation/Differentiation
• Product pricing Direction
• Nike.com store biz plan
• Final approval of the store.
• Coordination with Global Sales Initiatives
• Internet Distribution Strategy (.com/eRetailers)
• Internet Distribution Agreements/Web police
• Business to Consumer Strategy

• Manages Sales for .com and e-retailers
• Coordinates creation of Virtual Shop
• Prepares Biz Plans for Virtual Shops
• Coordinates operations Internet Sales
• Define reporting and analysis for Internet Sales
• Forecast and Virtual Nike shops

Digital Brand Director
Merchandising Manager

• Branding

• Merchandising Nike.com
• Product presentation
• Buy of product
• Monitor product line performance

Logistics Director
Store Producer

• Call Center
• Logistics Center

• Store production
• Define shopping experience
• Asses Global Navigation
• Prepare organize attributes
• Coordinates production team

28
eretail Tour ...when an
industry gets wired
Takes away 1- There is No dominant player 2-
Consolidation is inevitable in any emerging
industry. (car 30s, computers 80s) 3-
Content defined as a key component. 4- We need to
control our destiny on the Web. 5- We need to
know whats going on with our customers. 6-
Learnings from Nike.com experience a.
Consumer responding over expectations. b.
Communication identified as the backbone. c.
Structural needs are big and increasing,
...we cannot play easy. 7-
Certain percentage of our business will happen on
the Net...
...whether we like it or not
10010001