Global e-commerce Angus Cormie Director, ecommerce (EMEA) IRCE 2011 San Diego

Size: px

Start display at page:

Download "Global e-commerce Angus Cormie Director, ecommerce (EMEA) IRCE 2011 San Diego"

Andrew Copeland
6 years ago
Views:

1 Global e-commerce Angus Cormie Director, ecommerce (EMEA) IRCE 2011 San Diego

2 Fish where the fish are

Dell.com has worldwide scope ecommerce presence in 70+countries and in 26 languages ver 100,000 Premier stores for business customers About half of visitors navigate through e-support $$ Billions in

3 Dell.com has worldwide scope ecommerce presence in 70+countries and in 26 languages ver 100,000 Premier stores for business customers About half of visitors navigate through e-support $$ Billions in Online Revenue annually An order is placed 34 languages every 2 supported seconds 160 localized contentonly sites supported distributors & partners Over 1B visits per year by half a billion annual unique visitors 8B page views annually More than 4M people are connected to Dell through Social Media* Twitter has 1.8M followers Existing E-Commerce In Development No Presence or Partners Source: Dell corporate internal information * Dell Social Media connections include facebook, twitter, blogs, forums, etc. 3

4 Behavioural Differences Image: graur razvan ionut / FreeDigitalPhotos.net

One size fits all What customer want Most important site feature What they don t like Product range targeted to local needs View in their local language Use local payment methods Communicate with

5 One size fits all What customer want Most important site feature What they don t like Product range targeted to local needs View in their local language Use local payment methods Communicate with sales / CS in own language Local fulfilment / local comeback FR ability to compare DE speed & efficiency UK 2x more into looking at review and NL 10% like to shop on-the-go via mobile SE functionality & speed vs FR / IT - design FR / ES most frustrated if they can t contact the organisation to ask questions DE most annoyed about check-out problems UK forgetting log-in details DE / FR less likely to buy from a foreign site (21% and 23%) vs UK & SE (40%) Does Dell tailor? More so now we are regionalised Source: Econsultancy.com - The Internationalisation of E-commerce A Best Practice Guide

40 Behaviours & Expectations - SB 35 Wieghted Response Count 30 25 20 15 10 5 45 40 0 Clear pricing information Clear promotion information Information to learn about new technology Detailed

6 40 Behaviours & Expectations - SB 35 Wieghted Response Count Clear pricing information Clear promotion information Information to learn about new technology Detailed technical information for products Product awards and reviews Information about warranty service plans Information about aftersales product support Information about payment options Other, please specify: Wieghted Response Count Clear pricing information Clear promotion information Information to learn about new technology Detailed technical information for products Product awards and reviews Attributes Information Information Information about about aftersales about warranty payment service product options plans Global support Marketing Other, please specify:

1 One size fits all What we try in one place

New configurator worked well in Canada, not

Massive buttons in checkout worked well in UK

Poland did not take off like other country

7 1 One size fits all What we try in one place doesn t work first-time everywhere New configurator worked well in Canada, not anywhere else 2. Massive buttons in checkout worked well in UK not in US / APJ 3. Poland did not take off like other country launches 4. Retail alignment in UK 5. Services upsell pages 3 4 Recommend; Refine the model Test (A/B and or usability) Test again

8 Payment complexity

9 Managing by country

10 Managing by country mmm, good luck!

11 Key DRIVERS for a global approach Efficiency and cost effectiveness Brand & Execution Consistency CE / NPS Focused RTB resource Focused CTB resource Strong engagement between the two (esp. input from local to central)

12 One size sometimes fits all (OK, with some minor tweaking!)

13 Listening to a local or a global community?

14 25,000 We listen to. conversations a day that mention Dell!

com COMMUNITIES Connect Questions to Answers, UGC Fuels Dell.

15 Social Media & Community At Dell Ratings & Reviews Voice of the Customer Syndicated Content DELL.COM Drive Commerce, Lower Support Costs, Increase Repeat Visitors Dell.com COMMUNITIES Connect Questions to Answers, UGC Fuels Dell.com, Shorten Sales Cycle Facebook Twitter LinkedIn YouTube Blogs External Communities Our Communities Support Forums TechCenter Direct2Dell IdeaStorm EXTERNAL Drive Traffic & Link Love to Dell.com, Increase Reach & Awareness, Monetize & Enable Virtual Storefronts

16 It s about taking action on those conversations, engaging in them. What this is really saying is value here (and demonstrable ROI) isn t going to be with just listening.

17 Global principles >8,500 of 100k trained 1. Protect Information 2. Be Transparent and Disclose 3. Follow the Law, Follow the Code of Conduct 4. Be Responsible 5. Be Nice, Have Fun and Connect

19 Some small print is not so small

20 Regulations & legislation Distance Selling Directives 97/7/EC Consumer Rights Directives being reworked E-Commerce Directive 2000/31/EC Data Protection Directive 95/46/ EC Designed to give consumer confidence and protection Implementation is different across different Member States Proposal to harminise consumer rights Directives In EMEA alone: - 12 lawyers page legal mktg guidance doc - Commercial sensitivity across countries

21 Organisation

23 Consumer & Small Business Online Global edell Programs & Capabilities Edell programs, planning & deployment IT planning and launch Global C & SB Online & Marketing Online Segmentation Global site design, content & taxonomy Core dell.com functionality & tools Web Analytics & T&T Content New Merchandising Product launches Customer Experience Programs Edell program optimization Run the Business local Strategy & detailed requirements iteration T&T definition search & site optimization Promotion and campaign management Country specific programs KPI reporting 23

24 Tailored campaigns by country

25 Local excellence on marcom spend & management is critical - examples Media agency supports by-country modelling Brand strength in UK is much higher this helps search ROI Local trade mark bidding rules changes - significant pressure in UK market (again tied to maturity of online UK markets) Media efficiencies acrross Europe decline outside of UK (online development), Affiliates in EMEA have a varied landscape depending on local strength of affiliate partners

26 Local excellence on marcom spend & management is critical - examples Genre mix varies by country search, display, loyalty / reward, Loyalty / cashback sites (quidco, Nectar) dominates UK and is weaker in the rest of Europe UK dominates anything to do with deals (e.g. hot uk dealz) segment, being replaced by social... Community / Groupon buying growing segment - taking demand from traditional media all voucher sites are biggest hits at moment

27 Sometimes we have to adapt to circumstance 14 Countries 10 languages 180 systems Multiple families Over 12,000 accessories

28 Challenge All countries sat under the emea.dell.com domain making it untargeted for Search Engines local results Image heavy content and lack of SEO text To optimise for thousands of pages and key phrases you would need hundreds of multi-lingual SEO experts Making site changes takes up a lot of internal resource Capture high volume and long-tail organic search traffic across our portfolio with good ROI 28

29 The Solution? YourAmigo optimising for tens of thousands of relevant search terms Relate Keyword phrases to products, and creates content dynamically Use searcher data to auto generate more relevant content Fully trackable results traffic, orders, revenue, conversion rate 29 Image courtesy of

Creating relevant content Creating relevant new content that matched the Dell template Dell green laptop deal Using multiple sources of content we had available:

30 Creating relevant content Creating relevant new content that matched the Dell template Dell green laptop deal Using multiple sources of content we had available: Product Feed Reviews Feed Offer Banners Search Engine Enhanced Content Page (SEEC) Green Dell Laptop Deal isn t an actual category page on the Dell consumer site

Long Tail SEO Most Popular Long Tail Searches One Click Terms

period were unique (only used once) 31% revenue generated from

10% 5% 0% Phrases Revenue 83% traffic 67% Sales From Long Tail

31 Long Tail SEO Most Popular Long Tail Searches One Click Terms Popularity 10% of visits 80% of Search Terms used by buyers in period were unique (only used once) 31% revenue generated from OneClick Search Terms Search term distribution 35% 30% 25% 20% 15% 10% 5% 0% Phrases Revenue 83% traffic 67% Sales From Long Tail Search Terms example: dell inspiron15 green deals Long Tail 30 clicks or less per Qtr

32 In summary is ecommerce globally a foggy challenge?

33 If you don t have the right enablers 33

34 Key Considerations for a global approach Fulfilment / Returns Customer Services Language / Translation (US or UK English? EN in NDCS / NL) Payment support Headcount for content & editing Range Planning & naming Data Protection Other legislation Tax & VAT mgt File sharing (Central / local) Content (creation & mgt) Technology & Design (platform, CMS, UX) DE Servers in DE for SEO Marketing variances Centralised production Local flexibility frameworks Local flexibility frameworks Quality auditing Multi-channel integration (retail, chat, phones, mobile) Consistent KPI s

35 THANK YOU

THE DIGITAL LANDSCAPE IN SOUTH AFRICA A data driven look at South Africa s relationship with digital.

THE DIGITAL LANDSCAPE IN SOUTH AFRICA 2017 A data driven look at South Africa s relationship with digital. Introduction Digital in South Africa has always been an interesting and diverse discipline. We