James worked with Bosch Power Tools Accessories and the parent division Bosch Power Tools to really start to create and grow their online presence. In 2009 Bosch decided for the first time that they would make the internet a key part of their marketing mix. James was brought in to ceate an internet and eCommerce strategy that covered everything from prioritization of countries for online investment, Facebook and YouTube right through to managing and pushing their online retailer partners and emerging technologies such as mobile web / mobile commerce, and near field communication.
Creating Internet and eCommerce Strategy
This was the first time Bosch were putting their considerable weight to good use online so it was James responsibility to create the business processes and procedures, the guidelines, and teach the business where and how to operate online, and most importantly what to do. Much like many businesses they had chosen to ignore the internet until it became obvious that they needed to take the biggest brand in power tool accessories online. The blue print James produced was signed off by the Bosch Power Tools Directors as the direction they wish the company to take for the next 5-10 years. Topics the strategy covered:
- Social Media – Youtube, Facebook, Forums
- QR Codes/Near Field Communication
- Mobile Web / Mobile Commerce
- Global and Regional Organisation Structure
- Support for Online Partners
- Measurements and KPIs
- 5 Year Budgets and Forecasting
- Online Product Launch Package
- Training for Regions
- Prioritization of Countries for Online Investment
Data Analysis and Amazon UK
As a result of James analysis it became clear that there was a huge opportunity to grow online revenue by selling and promoting power tools accessories along side power tools. James took the concept to Amazon UK and sold it to them, with particular emphasis on placing the Bosch brand power tools along side other brand power tools. Amazon UK took this on board and implemented a solution inside 4 weeks and have seen an excellent uplift in sales. An example of their solution in action can be seen here as “Bits and Bobs”:
Amazon Implement Bosch Power Tool Accessories.
Developed Online Product Launch Concept
Throughout the strategy, concept, and education phase James was also responsible for creating an online launch package for major product launches. This spanned social media, the creation of micro sites and media for dealers to use on their websites. James project managed the implementation of several such projects using his new product launch concept. Before the launch package was approved the micro site approach was trialed. At it’s core was the idea that visitors needed to be able to quickly find the accessory they needed for their job.
See an example of the multi lingual Diamond Range microsite.
QR Codes helping customers chose the right accessory for their task
In 2011 you will be able to see further tangible implementations of the new internet strategy. One important trial will be the use of QR Codes. James introduced QR Codes and Near Field Communication (NFC) to Bosch Power Tools as a great way of helping customers ensure the product they have in their hand is the one they need for their job.
Contact James to help your company start or grow online
If you are looking for this level of service then no matter what your size contact James now!