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BDMA Mission

The Belgian e-commerce market and the BeCommerce Sector Patrick Marck BDMV-ABMD/BeCommerce patrick@bdma.be. Direct marketing is a marketing strategy aimed to create and maintain a direct relationship with the consumer for mutual benefit.

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BDMA Mission

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  1. The Belgian e-commerce market and the BeCommerce SectorPatrick MarckBDMV-ABMD/BeCommercepatrick@bdma.be

  2. Direct marketing is a marketing strategy aimed to create and maintain a direct relationship with the consumer for mutual benefit. The Belgian Direct Marketing Association (BDMA) provides a platform for direct marketing users and providers to promote, protect and teach the ethical use of best practices in direct marketing to enhance consumer trust. “Protect”: consumers and authorities “Promote”: of professional standards and professional expertise “Teach”: to enhance expertise and professional practice “Ethical use”: best warrant for a long term relation with the consumer Acquisition Trust + Retention BDMA Mission MORE EFFECTIVE DM

  3. The BDMA stands for • 450 member companies • 250 advertisers • 200 service providers • 3.500 member contacts • 6 Sectors • All members are bound by Code of Conduct and the decisions taken by the Surveillance Committee (collaboration with JEP) • BDMV-ABMD is member of: Preference permission marketing Interruption marketing

  4. Main issues Building consumer trust in e-commerce & multichannel distance selling • Certified label • Confidence in online payments • Pro-active & re-active public relations • Sector knowledge Powered by the BDMA • Largest platform of interactive & direct marketing professionals, service providers and users • Defending the sector’s interests based on Code of Conduct and Surveillance Committee (complaint handling) • Promoting interactive & direct marketing and distance selling • Stimulating networking between service providers and users • Organizing education towards professionals and schools

  5. Certified label: why? • To increase consumer trust in on & offline distance selling • Some facts why a label makes sense “62% attaches greater importance to certification of e-commerce sites” • People aging 25-34 are more open to purchase online and have the most faith in e-commerce • People aging 55-64 have less faith in e-commerce, but a find it very important if a site is certified (73%) Source: BIM Insites, June 2006 Internet figures speak for themselves • High internet penetration (+56%) • Only 20% of internauts buy online Task Force Label; President: Jean-Noël Chamart (Mediadis.com) ...?

  6. Certified label: why? Difference between Belgium and France • France: no need for a certified label because consumer trust in e-commerce exists • Belgium FR: less internauts, but buying more online • Belgium NL: more internauts, but buying less online

  7. Certified label: how? • How ? • By creating a Code of Conduct within the BDMA Code (applying by a checklist) • By setting up a certification and a monitoring process (firm procedure) • By using the Surveillance Committee as the complaint handling organisation • By communicating the benefits for consumers & distance sellers

  8. Certified label: what? Consumer friendly label • Thumb: OK • Green light: go for it • Guaranteed: it’s safe (based on market research) • BDMA blue: seriousness Developed by Caribou

  9. INITIAL AUDIT Member accepts code & reglementation Member completes checklist Initial certification carried out by auditor Auditor reports to CS Auditor’s report agreed by CS CONTROL AUDIT 1/5 Comp. selected by draw each year Also with mystery shopping procedure Certified label: the system

  10. Trust in online payments • Objectives • Creating an information exchange platform • Listen to Becommerce members’ concerns • Realisations • Launch of Bancontact/MisterCash • Preparation of checklist for BeCommerce website • Prepare introduction Verified by Visa & MasterCard SecureCode with banks • Discussion on security matters: recommendation towards members Task Force Online Payments; President: Pierre Willaert (Ogone)

  11. Pro&Reactive PR • Objectives • Increase trust in e-commerce • Increase visibility via • Press releases • Annual press conference: May 2006 • BeCommerce Awards ceremony: February 2006 • Château Sainte-Anne, Bruxelles • 99 sites for jury • 150 participants on event • Next edition: 13/02/2007 • Consumer Awards by media partners (adds/banners for online voting) • BeCommerce consumer website Task Force PR; President: Peter Burin (eBay)

  12. BeCommerce website

  13. BeCommerce Figures Task Force Figures&Market Research President: Rik Decorte (Quelle)

  14. BeCommerce Figures Source: Ogone

  15. BeCommerce Figures Main evolutions : Total Sales 05 / 04 06/1Q05Internet sales by pure Internet players: +108 % +60 %Internet sales by multichannel: +26 % +35 %Traditional sales by multichannel: -13 % -7 % Rapid Growth of Internet Sales 2005 : Difficult Year for Mail Order, transition to Internet Source: BeCommerce / Insites Survey

  16. BeCommerce Figures Main evolutions : payment methods(in % of sales) 2005 1Q06 Pure Pl Multi-Ch Pure Pl Multi-ChCredit Card 73 2 62 3At Order (debet cards) 19 1 33 1Cash on delivery 2 10 1 12Cash after delivery 5 57 4 58Company Card 1 30 0 26 Pure Players tend to use credit card as payment method Traditional players use Cash after delivery, and private financing cards Source: BeCommerce / Insites Survey

  17. Belgian Consumers BIM InSites €1.2 billion E-commerce expenditures Belgian & International companies Tourism &ticketing ?? € Suppliers BeCommerce €340 million Payments Ogone E-commerce turnover Belgian companies BeCommerce Figures Source: BeCommerce / Insites Survey

  18. BeCommerce Figures Customers say they bought € 1.200.000.000 on the Internet in 2005Belgian e-commerce & multichannel companies say they received € 340.000.000 in 2005Where did the go to ? Source: BeCommerce / Insites Survey

  19. BeCommerce Figures Consumer global spending on the Internet: € 1.200.000.000 Tourism and ticketing € 450.000.000 38% Outside Belgium € 410.000.000 34% Turnover by Belgian companies € 340.000.000 28% Belgian turnover by Belgian companies € 260.000.000 multichannel € 60.000.000 pure Internet players € 200.000.000 International turnover by Belgian companies € 80.000.000 Source: BeCommerce / Insites Survey

  20. European context Estimated sales in some countries in 2005 in billion euro 28,1 18,1 14,2 Offline Online 10,1 8,7 6,5 2,2 1,12 1,1 0,55 Source: EMOTA

  21. Join BDMA/BeCommerce now!● Certified label● Market figures● Defending your interests● Legal advice● Networking● EducationThank you for your attention !patrick@bdma.be

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