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Calvin Litchfield

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Next generation ecommerce solutions Based in Oxford Began trading in 1996 Formed Systems Union Group Plc Management buyout 2006 Consistent growth year on year ... – PowerPoint PPT presentation

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Title: Calvin Litchfield


1
Managing Multiple Brand Websites from a
Centralised Product Catalogue
  • Calvin Litchfield
  • REDtechnology.com
  • 44 1865 880800

2
Who are Red Technology?
  • Next generation ecommerce solutions
  • Based in Oxford
  • Began trading in 1996
  • Formed Systems Union Group Plc
  • Management buyout 2006
  • Consistent growth year on year
  • Combined CMS eCommerce platform

3
Example clients
4
Content Management
  • Flexible, fully featured CMS platform
  • Search engine friendly
  • W3C DDA compliant websites
  • Multi-site, Multi-language
  • Forums, Blogs, Intra and Extranets

5
eCommerce
  • Feature rich ecommerce platform
  • Includes conductIT CMS
  • International multi-site multi-store
  • Advanced pricing and promotions engine
  • Online community tools
  • Flexible and customisable .NET system

6
Hot Topics
  • Flexible multi-site options
  • Multiple brands / sites with centralised control
  • Sites tailored to clients (both B2B and B2C)
  • Client specific information, catalogues and
    pricing
  • White label sites
  • Navigation search
  • User friendly compliant sites (W3C PCI)
  • Online communities
  • More sophisticated promotions
  • Business partnerships
  • Manufacture, Fulfil, Resale, Franchise

7
Evolving Technology
  • Hot topics drive platform development
  • More in-house control by combining CMS and
    ecommerce platform
  • Online community tools
  • Improved systems integration
  • Rapid deployment of additional sites
  • Lower costs Quicker ROI
  • Management, marketing, hosting, integration,

8
What is multi-site?
  • Centralised management of
  • Content Pages
  • Product Information
  • Pricing
  • Branding
  • Promotions
  • Clients
  • Orders

Targeting diverse markets, consumer groups and
regions through a variety of websites via one
system
9
Why multi-site?
  • Sites to target by gender, age, etc
  • Niche specialist segments
  • Target B2B B2C simultaneously
  • Branded sites for better market penetration
  • Franchise, whitelabel distribution
  • International
  • Region, Language, Currency, Pricing, Tax, shipping

10
The Long Tail
  • Multi-site allows profitable targeting of the
    long tail

Mainstream Profitable
Marginal Profitability
Previously Unprofitable Long Tail
Turnover
Popular Products
Less Popular Products
11
Multi-site models
  • Traditional multi-site multiple installations
  • Multi-template website one site, many looks
  • Multi-site with single basket checkout
  • Multi-site with multiple basket checkout
  • Franchise operations many controlled satellite
    sites

12
Traditional multi-site method
  • Increased costs through
  • Multiple Site management
  • Multiple integration
  • Multiple hosting software costs
  • No multi site cross sell
  • No multi site promotions

Basket / Checkout
Basket / Checkout
Catalogue 2
Catalogue 1
Admin system 1
Admin system 2
13
Site with multi-templates
  • Model benefits
  • Lower cost
  • Build brands with tailored templates
  • Model restrictions
  • Everyone sees all
  • Limited brand promotion
  • Limited client site / brand loyalty

One Website
Template BRAND A
Template BRAND B
Basket / Checkout
Admin System
14
Multi-site, single basket
  • Model Features
  • Branded websites
  • International sites
  • Multi site cross sell
  • User purchase across
  • multi sites
  • Single checkout
  • Single integration
  • Model benefits
  • Target clients with branded tailored sites
  • Clients purchase across multi websites
  • Single client login for multiple sites
  • Lever multi site cross selling and promotions
  • Centralised, tiered administration access
  • Create multi site loyalty
  • Create site specific communities
  • Enhanced SEO
  • Independent Website 1
  • Product A
  • Product B
  • Product C
  • Independent Website 2
  • Product A
  • Product B
  • Product C

Basket / Checkout
Admin System
15
Multi-site, multi-basket
  • Model Features
  • Single Admin System
  • Multiple Price Lists
  • Multiple Customer Groups
  • Multiple Websites
  • Tailored promotions
  • Suitable for white label sites
  • Single integration
  • Model benefits
  • Enhanced SEO
  • Build Brand Loyalty
  • Cross Sell Between Sites
  • Create multi site loyalty
  • Create site specific communities
  • Easy Management of Multi Site Promotions
  • One Integration (ROI)
  • Central Admin Control with Tiered Access
  • Rapid deployment of additional sites
  • Independent Website 1
  • Product A 5
  • Product B 10
  • Product C 5 off
  • Independent Website 2
  • Product A 6
  • Product B 15
  • Product D 10 off

Basket / Checkout
Basket / Checkout
Admin System
16
Franchise Management
  • Franchisor benefits
  • Control of
  • Brand
  • Products
  • Information
  • Pricing (optional)
  • Promotions / marketing
  • Reporting
  • Franchisee 1
  • Website
  • Product A
  • Product B
  • Product C
  • Product D
  • Franchisee 2
  • Website
  • Product A
  • Product B
  • Franchisor Central Site
  • Products A, B, C, D
  • Franchisee 3
  • Website
  • Product A
  • Product B
  • Product 1
  • Product 2

17
Franchise Management (2)
  • Franchisee benefits
  • Low cost of site deployment due to HQ initial
    investment
  • Low management costs (due to central control)
  • Ability to control pricing and promotions
  • Create own client base and tailor site to them
  • Franchisee 1
  • Website
  • Product A
  • Product B
  • Product C
  • Product D
  • Franchisee 2
  • Website
  • Product A
  • Product B

Franchisor Central Site Products A, B, C, D
  • Franchisee 3
  • Website
  • Product A
  • Product B
  • Product 1
  • Product 2

18
Enhanced Experience
  • Sites designed per market segment
  • Tailored content per market segment
  • Specific communities
  • Blogs, Customer Reviews, Forums
  • Create loyalty through tailoring sites and
    promotions to client groups

19
Growth opportunities
  • Effectively capture niche and specialist markets
  • Build online brands and consumer loyalty
  • Target new markets effectively
  • Segments, International, Whitelabel,
    Distribution, Franchise
  • Improved SEO
  • Grow more efficiently
  • Unified system administration
  • Reduced costs of deployment and integration
  • Reuse of promotions across multiple sites

20
  • Thank you
  • Any Questions
  • For more information please visit RED at Stand
    E426
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