The New coop.se
Transcription
The New coop.se
The New coop.se Marie Enbuske, Coop Michael Jäderlind, Nansen It’s good to be here today... • KF Retail Group • Project Background • Project Method • Analysis • Strategy • Examples of the implementation in 1.0 • Results • Next Step KF Retail Group QuickTime och en -dekomprimerare krävs för att kunna se bilden. Project Background Three Sites • • • Three sites on three different platforms Synergies in merging the sites Decision to start the project was made in late 2007 The coop.se system environment Visits • kf.se - 1 Million visits/year • Medmera.se - 3 Million visits/year • Coop.se - 8 Million visits/year Coop Target Groups The coop.se visitor • • • • • Female Age 26-55 Lives in Stockholm or other urban regions Visits coop.se on a weekly basis 91% are members in the loyalty program medmera Most popular functions • • • • Find recipes Locate nearest store See card account See weekly offering Aims for the new coop.se • • • • • • Multi-Channel Dialogue Engage Keep the visitors Attractive and creative services Strong food site Business Goals • • • • Strengthen the Coop brand Support and increase sales Improved service and increased loyalty Effective production and maintenance Project Goals • • Deliver 1.0 version of the new site within 7 months from start Project closed and the new maintenance and production organisation is up and running within 11 months Project Method The Project Method Analysis The Coop business is local Profit margins • Profit margins highly depends on the size of the store and number of product categories Loyalty card holders are more loyal Loyalty card holders with payment function shop more and more frequently Customer Statistics medmera card 85% of the households 74% of the registered sales 4,2 vists/month medmera card with payment/Visa 15% of the households 27% of the registered sales 7,7 visits/month Strategy Multi Channel Strategy Offerings coop.se Social Media Blogs mobile web Iphone apps. Android apps. Media Sales Strategy Examples of implementations on the 1.0 site Start Page Login to My pages Search provided by Site Seeker Driver for membership application Unknown visitor Post code is used to Post code is used to find Driver for membership identify your nearest your nearest cooperation application stores Teasers everywhere... Starting a relationship Login for non members - a way to gather e-mailadresses and drive visitors that already are members to login Teaser for Nonmembers/unknown visitors Upgrading On first log-in as a regular member we start pushing next level in the loyalty program. In this case the Visa-card On various places on the site we push next level in the loyalty program Results Visitors weekly Unique Visitors weekly Pageviews weekly Loyalty Program Next Step... Electronic Coupons • Coupons are stored in the POS-system • Fully automatic when customer uses card • No need of paper coupon handling • Coupon offers viewable both on www.coop.se and through new Iphone and Android apps Sales Strategy Drive business to stores Offerings Offerings relevant to the recipe are shown Save to shopping list Offerings Offerings from various stores Save offer to shopping list Mobile Apps. Questions? Thank you!