 | Walpole Luxury eBusiness Forum 2009 Integrated Trade Craft; eCommerce Best Practice7th October | ||||||
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WALPOLE E-BUSINESS FORUM Walpole’s fourth annual Luxury eBusiness Forum brought together experts, practitioners and investors from both the Luxury and Online worlds. The aim, more important than ever this year, was to review the most up to date e-Commerce best practise from the professionals. What to avoid, where to invest, what you can’t afford to ignore. The speakers spoke at length on how to provide practical actionable insights which boost revenues (including Christmas Trading), improve ROI and which integrate and enhance the rest of the business.Topics covered at the Walpole eBusiness Forum included revisiting the fundamentals, evaluating cutting edge technologies, examining relevant case histories and looking into the future. Topics included: The affluent consumer online: Analysis of most relevant current trends amongst luxury customers on the internet, with a special focus on pre-purchase research & cross-referenced with corresponding offline behaviour and attitudes. Benchmarking the store: A review of what is changing in the world of eBusiness website solutions, cost-effective improvements, design which works, what doesn’t, where to spend, where to cut back. Footfall: You’ve got the site but not the traffic? A survey of the most effective eMarketing techniques from Search to email campaigns. Conversion: Looking at everything from the Check Out page to Payments Systems. Ensure the customer buys, even if it is in store or later. Understand why they aren’t. Retention: Encouraging loyalty through service, personalisation, contact strategies and integration with other CRM databases and processes. Fulfilment: Online customers expect high standards as a given but the name of the game is minimising inventory risk while getting basics such as delivery time and packaging right. Offprice Online: Update on Private Sales and other sites specialising in disposals of marked down stock, how to integrate this into the rest of the business cycle. The issues related to auction sites, grey and counterfeit markets. Tweeting Luxury: Another (often critical) look at the latest trends in social media, social shopping, social networks & other developments, that blend interactivity with selling. But with a focus on performance, ROI and metrics. Online Reputation: Like it or not most customers evaluate us primarily online even if we have long and distinguished (offline) histories. Do we care as much about our brand online as in traditional media? What are we doing about it? Digital boundaries: A look at the opportunities and pitfalls when trading internationally, especially if in markets you don’t yet have another presence in. Which markets are the most promising, what you need to know about them, how to access them and in what order? Integration, Integration, Integration: Most of us now accept online as a useful additional source of revenue but how often is it really integrated with our other channels? Do we understand its impact on the rest for the business, especially in store? We would like to thank our event sponsors Barclay’s Wealth and of course the RAC club for their support this year, as well as Hildon Water, DeMarquette Chocolates, Soane Furniture, Mather, Lewis Moberly and of course our speakers for ensuring this event was such a success. If you attended the seminar and would like to receive a copy of the presentations, please contact lara.roussel@thewalpole.co.uk
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