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Managing Multiple Brand Websites from a Centralised Product Catalogue

Managing Multiple Brand Websites from a Centralised Product Catalogue. Calvin Litchfield REDtechnology.com +44 1865 880800. Who are Red Technology?. Next generation ecommerce solutions Based in Oxford Began trading in 1996 Formed Systems Union Group Plc Management buyout 2006

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Managing Multiple Brand Websites from a Centralised Product Catalogue

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  1. Managing Multiple Brand Websites from a Centralised Product Catalogue Calvin Litchfield REDtechnology.com +44 1865 880800 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  3. Example clients Stand E426, Internet World 2008. REDtechnology.com

  4. Content Management • Flexible, fully featured CMS platform • Search engine friendly • W3C & DDA compliant websites • Multi-site, Multi-language • Forums, Blogs, Intra and Extranets Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  6. 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 Hot Topics Stand E426, Internet World 2008. REDtechnology.com

  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, Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  13. Site with multi-templates • Model benefits • Lower cost • Build brands with tailored templates • Model restrictions • Everyone see’s all • Limited brand promotion • Limited client site / brand loyalty One Website Template BRAND A Template BRAND B Basket / Checkout Admin System Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  17. Franchise Management (2) Franchiseebenefits • 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 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  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 Stand E426, Internet World 2008. REDtechnology.com

  20. Thank you & Any Questions For more information please visit RED at Stand E426 Stand E426, Internet World 2008. REDtechnology.com

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