Hartmut krenslehner sportnahrung
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21-Oct-2014 -
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Transcript of Hartmut krenslehner sportnahrung
Award Presentation
June 2014
presented by Hartmut Krenslehner, M.A. Chief Marketing Offi cer
Award Presentation
Sportnahrung.at Juni 2014 2
1. Company description2. Website functionalities3. e-Commerce KPIs4. ERP system integration5. Why are we the winners
Award Presentation
Sportnahrung.at Juni 2014 4
Leading fitness & sports nutrition company in Austria!
• Founded 1999 in Graz (Austria) with first small retail shop
• Currently 26 retail shops and market leader position in Austria (25 %)
• USP I: biggest selection of brands and own »PowerTec« supplements line
• USP II: multichannel model with exceptional customer service
• New webshop & ERP system launched in 2013
• Online fastest growing channel / revenue share 2014 (RR) at 20 % +
• Sucessful expansion to Germany / 0 to 1,5 mio € in 2nd year (RR)
• Revenue development overall:
6 mio € in 2012 8,5 mio € in 2013 12 mio € in 2014 (RR)
40 % growth in 2013 40 % growth in 2014 (RR)
Award Presentation
Sportnahrung.at Juni 2014 5
Magento Webshop
• 100 % cloud hosted
• Smart recommendation engine
• Zendesk support tool
• Trusted shops certified
• Over 600 products online
Over 100 k returning customers
40 k active Facebook fans
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Sportnahrung.at Juni 2014 6
Key performance indicators above industry average
• Conversion rate: 3 %
• Bounce rate: 35 %
• »Search product« field: conversion of 6 % / 25 % using it
• SEO ranking is SCA due to a strong and generic brand name
• Most traffic through brand (direct type-in, paid search, organic search)
• Generic traffic: 60 % through brand-related keywords
• Brand-related keywords paid: 50 % is »sportnahrung«
• Direct type-ins: 22 % of total traffic
Traffic increase of 300 % since relaunch in 2013
Revenue increase of 100 % since relaunch in 2013
Award Presentation
Sportnahrung.at Juni 2014 7
Fully integrated POS-ERP-solution cloud hosted
• POS cloud solution works if internet access is interrupted
• Payment with creditcard (saved online) in POS shops as well
• Payment by invoice or in instalments in POS shops (Klarna)
• Payment with store credits in webshop and POS (auto synchronized)
• Buy voucher online and redeem offline (vice versa)
• Follow customer behavior online and offline
• Newsletter opt-in at POS shop (customer interest groups)
• Email & banner penetration depending on behavior online & offline (Criteo)
Special POS system for franchisees (incl. order management)
Award Presentation
Sportnahrung.at Juni 2014 8
We created a sustainable multi-channel business
• Sucessful development of a multi channel strategy:
- Beta: same day delivery option through retail shops
- Pay in shop, have it delivered to your home (smaller stock)
- Buy online, return at shops (additional service)
• Further integration offline & online world:
- POS system for retail shops sync with webshop (access to stock)
- Re-order functionality for retail shops through webshop
Outlook 2014/15: further expansion to the German market
50+ shops by the end of 2015 / 30 % online revenue share
Top 3 in Germany by end of 2015 / 40 % market share in Austria