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
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Project Background
Three Sites
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•
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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
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•
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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
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•
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•
Find recipes
Locate nearest store
See card account
See weekly offering
Aims for the new
coop.se
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•
•
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Multi-Channel
Dialogue
Engage
Keep the visitors
Attractive and creative
services
Strong food site
Business Goals
•
•
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Strengthen the Coop
brand
Support and increase
sales
Improved service and
increased loyalty
Effective production
and maintenance
Project Goals
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•
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!