Where is ecommerce today?

Transcription

1 What is ecommerce?

2 Where is ecommerce today?

3 Growing Worldwide

4 ecommerce Trends Brands going direct Focus on Data Mobilisation of everything Desktop Never Attention spans More advertising channels Consolidation of markets Consolidation of attention UGC user generated content - Instagram

5 AR for comparison shopping on the spot

6 Contextual Imagery Show how products might look in context or in their place Enable the customer to visualise how the final effect might look See: Very.co.uk and Hawes & Curtis Example: Topps Tiles Lay out tiles in a virtual room in a variety of settings to get an idea of the final effect. In store, advisers can also ipad devicee to convert customer by showing what tiles will look in situ 70% of Topps Tile customers use the website for research before purchasing.

7 Amazon is eating the world. Amazon Prime 2-day (or 1-hr) delivery Amazon Marketplace - 3rd-party sellers sell items alongside Amazon s own listing Amazon s last-mile - drones, robots and an ondemand human delivery network - Amazon Flex Amazon Web Services - $14 billion annual revenue Fulfillment By Amazon (FBA) program. third-party sellers can ship stock to Amazon, who store this inventory (which the seller still owns) in Amazon s fulfillment center, ships the product to Amazon customer when the order is placed and handles all of the returns and customer service.

8 Understanding ecommerce The time for separate ecommerce and business strategies has long since passed. Customers demand more from us as do stakeholders and colleagues. What is the background photo? Just Walk Out Shopping with Amazon Go app. Enter the Amazon Go store, take the products you want & go. No queues no checkout.

9 Does strategy exist in ecommerce?

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11 Why do we still use the expression ecomerce?

12 Mindset change - Transform

13 How do I plan for this?

14 Here & Now

15 ecommerce JOURNEY MAPPING EXERCISE The 10 Steps that need to mapped in detail to create an ecommerce Strategy Physical fulfillment ecommerce multichannel consumers Order Management Payment processing Warehouse Management Picking Packing Shipping logistics Customer receives Customer service/ returns Customer analytics Electronic fulfillment Electronic download

16 Exceptions

17 SAMPLE WORKFLOWS ECommerce Journey Mapping ecommerce Workflow Analytics Workflow Platform Workflow Social Workflow Liquid Talent to break an ecommerce project into four, maybe five discrete areas or workflows. Although each workflow is nominally a discrete programme of work, they are all interdependent. Each workflow delivers a capability or collaboration that accelerates the clients go-to-market ecommerce strategy.

18 SKILLS, STRATEGIES & CHOICES TO BE MADE Skills Site Design and UX Supply Chain ecommerce Software set-up & roll-out Acquisition, Conversion, Retention Logistics & Fulfilment 3rd party Marketplaces (ebay / AMZN) Customer Service Omnichannel or just direct

19 CUSTOMER PLANNING FRAMEWORK Brand need Where in funnel? Tools Reach Awareness & Impact Top Segmentation Targeting Positioning Acquire Get in Funnel Mid SEM, PPC, Display Calls to action Convert Get the Sale Or Response Bottom UC/CX Journey, Retargetting Copy Engage Engagement & Education Top + Middle UX/CX Content, Social Retain Reward & Communicate Bottom to top again UX/CX CRM

20 SAMPLE CLIENT WORK

21 THE CHALLENGE A well-known UK+IRL ecommerce retailer required a 12 month strategy across Content / Analytics / SEO / with clearly defined actionable points for implementation needed during that period, with a second phase plan for implementation. They wished to make a real impact in the UK, having invested heavily in logistics and infrastructure. However, business lead indicators such PPC & Organic Traffic were underperforming vs 2015/2016: organic revenue in 2016 vs 2015 down, PPC bringing in traffic but not converting. Liquid Talent helped develop the brief to help the ecommerce business define what their real problem was and recommend a set of solutions around that. Here are examples of some of the outputs from the brief: Technical SEO: Full technical audit the ecommerce site including: SEO for Product Content Audit & recommendations: content analysis,duplicate content and keyword research Assess dual entry point for products, for example, landing pages for SEO/PPC purpose ->.com/shop/product

22 THE CHALLENGE Content audit and Creative / Blog content - what is the correct approach to build natural search? What is the suggested outreach calendar? What is the step-by-step guide to amplify the existing content and to grow backlinks Audit of current situation, what is an actionable acquisition, segmentation and tracking strategy? Google Analytics: Define the strategy, plan and implement GA and Google Tag Manager Enhanced Ecommerce, custom dimensions, custom metrics, User ID, CID, Session ID, Cookies, etc.) Google Tag Manager rollout to include set-up and customisation, including data layer and code development THE RESULT: A comprehensive solution to reduce risk, decrease CPA, improve conversion and trains up the team to be self-sufficient in digital marketing.

23 SAMPLE CLIENT WORK #2

24 THE CHALLENGE Client lost key personnel 3 weeks before product selling peak in Summer They were also re-platforming their ecommerce system and changing order management system. Revenue 20.23% Transactions 3.64% Users 59% AOV 16% Facebook Audience Reach 1.1M Sessions 64% Pageviews 41% Liquid Talent brought in a team manage the ecommerce store for a 4 month period. The client challenged us to maintain business running at a revenue loss of up to 25% YoY. The following are the actual YoY results: THE RESULT: A comprehensive ecommerce team to improve conversion solution, reduce risk, decrease CPA, and train up the ecommerce team to be self-sufficient in digital marketing.

25 THE HOW Liquid Talent team picked with relevant skills from trusted network Treat as extended workforce Project Manager led communication heavy ( /calls/whatsapp) Detailed Discovery Session Full risk assessment ecommerce Platform change management Marketing plan developed per channel Spend where customers converted against a preselected, segmented engaged audience

26 SAMPLE CLIENT WORK #3

27 THE CHALLENGE Major Global FMCG brand wanted to determine a Go-To- Market strategy including an EU logistics hub for a new Direct to Consumer (D2C) offering: Strategy Design Matrix Outline Issues: ecommerce not a cohesive function within global org chart. No experience in business strategy design for ecommerce. Needed arms length solution with integrations to OMS / WMS/ Marketing/ ecommerce platform of choice Economies of Scale needed from Day 1 as opposed to when at scale

28 THE CHALLENGE Part 2 Create a business process that is scalable and capable of becoming a 300m business within 5 years Select the appropriate outsource partners and evaluate capability of delivery Determine best logistical path to customer using multi country/multi site/multi purpose delivery partner Must be capable of B2B and B2C project design. Multi location/site Integration Design High Level

29 THE RESULT Project design delivered within 3 months following: Multiple interviews across the business On site meetings Process measurement Product deep dive Market analysis Partner valuation Network leverage OUTCOME: Project is now in roll out phase across EU.