Welkom in Belge Bienvenue en Belgique Willkomen in Belgien

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E-Commerce in Belgium, latest trends and precious
tips Carine Moitier, Expert Consultant
e-Commerce
Co-Founder Bivolino.com
www.cmoitier.com E-Commerce Forum 28-05-2009
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The Retail Trend The E-Com Market Top 10
Lessons out of 10 years
experience
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Retail shifts from a Hit-driven to a Niche
economy -source The Long Tail Chris Anderson
Webtechnology is turning Mass Markets based on
Hits into millions of Niches by combining
infinite cheap shelfspace with real-time info,
buying trends public opinion.
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The Future of the Business Is Selling Less of
More -source The Long Tail Chris Anderson
One-stop-Shopping Brick Mortar and Catalogs
Retailers will have to (are) extend(ing) their
hit-driven business with a variety of online
Niche offerings eiher physical or digital,
MtStock or MtOrder.
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Custom Clothing The Long Tail of
Fashion -source The Long Tail Chris Anderson
Filters recommandation technology will guide
the customer from one-size-fits-all bestsellers
clothing up to the high variety choice in
custom clothing.
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Worldwide 875 mio consumers shop online - Source
Nielsen 12/07
More than 85 of the worlds population with an
Internet connection has already bought something
online. De online worldwide shopping market has
grown for more than 40 for the last 2 years.
Books are the most popular (41) Clothing/Access
ories/Shoes (36) Videos /dvds/games
(24) Flights (24) Electronics (23)
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Belgian e-Commerce Market figures - Source
BeCommerce 05/08
2005 339mio 2006 675 mio 99 2007
989 mio 46 2008 1236 mio 25
expectations A mature market were the whole
belgian population is represented.
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Belgian e-Shops figures - Source BeCommerce 05/08
2007 2100 2008 3100 48 expected 80
e-shops per month 4 e-shops every working day

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TOP 10 Lessons out of 10 years
experience
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Lesson 1 THINK BIG, STAR T SMALL STAY
FOCUSED.
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Lesson 2 e-COMMERCE SHOULD BE IN THE HEARTH
SOUL OF YOUR COMPANYs CULTURE
VISION.
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Lesson 3 THE e-COMMERCE BUSINESS IS NOT
JUST ANOTHER CHANNEL.
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Lesson 4 THE e-COMMERCE BUSINESS
IS BUILT ON REPEAT CUSTOMERS.
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• Customers come
• Customers come back
• on any given day, 75 of purchases from
  returning customers
• repeat customers ordergt 2.5x in the next 12
  months.
• Customers come back, order more and more often
• repeat customers have higher average order size
• 111,98 - first time customer in Q108
• 143,22 - returning customers in Q108

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Lesson 5 WORD OF MOUTH REALLY WORKS ONLINE.
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Consumers are the New Authorities
Then
Now
Turns out the contaminated wheat gluten that has
sickened and killed so many cats and dogs
recently has ended up in quite a few brand names.
I finally found a complete list of the affected
brands here. I feed my cats --- dry food, and
fortunately the dry food was not on the list. The
--- wet is, though. Don't assume that your brand
is safe. Check the list! - stynes.blogspot.com,
04/05/07
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Lesson 6 CREATE REAL VALUE, DO NOT COMPETE ON
PRICE.
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Lesson 7 MAKE SURE YOUR INVENTORY WEB SITE
IS 100 ACCURATE.
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Lesson 8 CENTRALLY LOCATE YOUR DISTRIBUTION.
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Lesson 9 CUSTOMER SERVICE IS AN
INVESTMENT. (NOT AN EXPENSE)
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• What customers first see
• 24/7 1-800 number on every page
• free fast shipping
• free return policy
• What customers experience
• fast accurate fulfillment
• friendly, helpful  above beyond  customer
  service
• a personal handwritten complement card
• What to do internally
• no call times
• no sales-based performance goal for reps
• 5-week customer service culture training

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Lesson 10 DONT BE SECRETIVE. DONT WORRY
ABOUT COMPETITORS. JUST DO IT!
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