Transcript Managing Multiple Brand Websites from a Centralised

Managing Multiple Brand
Websites from a Centralised
Product Catalogue
Calvin Litchfield
REDtechnology.com
+44 1865 880800
Stand E426, Internet World 2008.
REDtechnology.com
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
Example clients
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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.
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eCommerce
 Feature rich ecommerce platform
 Includes conductIT CMS
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International multi-site & multi-store
Advanced pricing and promotions engine
Online community tools
Flexible and customisable .NET system
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Hot Topics
 Flexible multi-site options
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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
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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,
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What is multi-site?
Centralised management of:
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Content Pages
Product Information
Pricing
Branding
Promotions
Clients
Orders
Targeting diverse
markets, consumer
groups and regions
through a variety of
websites via one
system
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Why multi-site?
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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
The Long Tail
 Multi-site allows profitable targeting of the long tail
Mainstream
Profitable
Marginal
Profitability
Turnover
Previously
Unprofitable
Long Tail
Popular Products
Less Popular Products
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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
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 1
Catalogue 2
Admin
system 1
Admin
system 2
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Site with multi-templates
 Model benefits
One Website
 Lower cost
 Build brands with tailored
templates
Template
BRAND A
Template
BRAND B
 Model restrictions
 Everyone see’s all
 Limited brand promotion
 Limited client site / brand
loyalty
Stand E426, Internet World 2008.
REDtechnology.com
Basket / Checkout
Admin System
Multi-site, single basket
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Model Features
 Branded websites
 International sites
 Multi site cross sell
 User purchase across
multi sites
 Single checkout
 Single integration
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Independent
Website 1
Independent
Website 2
•Product A
•Product B
•Product C
•Product A
•Product B
•Product C
Model benefits
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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
Basket / Checkout
Stand E426, Internet World 2008.
REDtechnology.com
Admin System
Multi-site, multi-basket
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Model Features
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Single Admin System
Multiple Price Lists
Multiple Customer Groups
Multiple Websites
Tailored promotions
Suitable for white label sites
Single integration
Independent
Website 1
Independent
Website 2
•Product A = £5
•Product B = £10
•Product C = £5 off
•Product A = £6
•Product B = £15
•Product D = 10% off
Model benefits
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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
Basket /
Checkout
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Basket /
Checkout
Admin System
Franchise Management
Franchisor benefits
 Control of
 Brand
 Products
 Information
 Pricing (optional)
 Promotions /
marketing
 Reporting
Franchisee 1
Website
Franchisee 2
Website
•Product A
•Product B
•Product C
•Product D
•Product A
•Product B
Franchisor Central Site
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•Products A, B, C, D
Franchisee 3
Website
•Product A
•Product B
•Product 1
•Product 2
Franchise Management (2)
Franchisee benefits
 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
Franchisee 2
Website
•Product A
•Product B
•Product C
•Product D
•Product A
•Product B
Franchisor Central Site
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Products A, B, C, D
Franchisee 3
Website
•Product A
•Product B
•Product 1
•Product 2
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
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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
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REDtechnology.com
Thank you
&
Any Questions
For more information please visit RED at
Stand E426
Stand E426, Internet World 2008.
REDtechnology.com