Why is ecommerce Important

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1 Phil Allatt

2 Why is ecommerce Important

3 Why is ecommerce Important Business to Consumer (B2C) ecommerce ecommerce is the fastest growing retail market in Europe 16% of the total UK consumer spend is on line and growing On Line Sales Growth UK 45 Billion 53 Billion 16% Europe 132 Billion 157 Billion 18% Global 977 Billion 1151 Billion 18%

4 Why is ecommerce Important Business to Consumer (B2C) ecommerce ecommerce extends your reach to a global market giving you a 2200% increase in market opportunity Rapid change in shopper behaviour Christmas % of people shopped on line % of people shopped on line

5 Why is ecommerce Important Business to Business (B2B) ecommerce The Business to Business B2B ecommerce market is 4 times the size of the consumer market B2B ecommerce is growing faster at around 20% Traditional channels of manufacturer/producer, distributor, retailer & consumer are changing.

6 Why is ecommerce Important Factors for on line growth Better prices Convenience More Choice Ease of Use

7 A Strategic approach to ecommerce Success

8 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine

9 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Current and future business size Turnover Staff Physical Facilities

10 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine What Products or Services Market Research Competitor Analysis Unique selling points

11 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Customer types Age Location Education Family Status Earning Multiple Personas

12 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Visual Identity Tone Of Voice Values Mission Statement

13 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Sales and Marketing Channels Search Social Affiliate Banner Advertising Off Line Content

14 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Platform Type Proprietary Software As A Service Open Source

15 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Plan your on line digital services Outline the basic site structure Identify calls to action Outline best practice Mock up site Define custom requirements

16 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Visually represent the overall strategy Overall Site Design Transaction Elements Home Page Content Forms online and printed

17 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Page Content Product Group Content Product Content SEO Structure

18 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Test Final Data Migration Maintain SEO Authority

19 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Launch Marketing Plan Instigate on Going Marketing Plan

20 A Strategic approach to ecommerce Success Business Plan Proposition Target Customer Brand Sales & Marketing Strategy ecommerce Platform selection Wireframe Site Architecture Design Content Production & Entry Migration/Go Live Plan Sales & Marketing Implementation Monitor, Review & Refine Review objectives Analyse performance Refine site and plans

21 Sales & Marketing Strategy

22 Sales & Marketing Strategy Be Patient & Realistic It won t happen overnight building an on line business takes time. Priority One Provide outstanding products and customer service

23 Sales & Marketing Strategy Undertake Competitor Research See what they do well and what they do badly

24 Sales & Marketing Strategy Suspects Prospects Customers

25 Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Search Social Affiliate Marketing Recommendation Banner Advertising Off Line Advertising Content Marketing & Video Market Places

26 Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts 96% of web site visitors are not ready to buy

27 Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts 96% of web site visitors are not ready to buy Conversion Rate Optimisation Contact Acquisition Irresistible Offer, Competition Social Engagement Search Remarketing Content Marketing App

28 Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts Customers may engage 3 to 6 times before they buy Conversion Rate Optimisation Contact Acquisition Irresistible Offer, Competition Social Engagement Search Remarketing Content Marketing App

29 Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts Converting to a sales

30 Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts Conversion Rate Optimisation Direct Mail Search Re Marketing Social Engagement App Converting to a sales

31 Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Engaging and Acquiring Contacts Converting to a sale Repeat Business Maximising Life Time Value

32 Sales & Marketing Strategy Suspects Prospects Customers Attracting New Prospects Direct Mail Search Re Marketing Social Engagement App Engaging and Acquiring Contacts Loyalty Scheme Great Service Trigger Converting to a sales Repeat Business Maximising Life Time Value

33 Sales & Marketing Strategy Loyalty schemes Offer free gifts and discounts for loyalty A point per pound Earn 500 points = 25 Gift Voucher Double points on certain products Slow period offer double or triple points

34 Sales & Marketing Strategy E Mail integration Collect at every touch point Request a catalogue Contact Form Place Order Use a specialist 3rd party to deliver e mail Mail chimp, Campaign Monitor, Pure 360, New Zapp, Mail Away

35 Sales & Marketing Strategy Conversion Rates 3.84% Search 2.28% Social 0.74% Overall average conversion rates are between 1% to 3%

36 Sales & Marketing Strategy Trust Google is working on ways to algorithmically determine trust, in an attempt to send searchers to the best sites.

37 Sales & Marketing Strategy Trust How do customers make a purchase decision Research specifications Read reviews Ask friends Expert opinion of a salesperson Examining the physical product Compare prices Images, Videos Look at policies like shipping and returns.

38 Sales & Marketing Strategy Trust Friendship Signals Google + & Other social networks such as Twitter Reputation Signals Determine sentiment. People making a positive or negative comment.

39 Sales & Marketing Strategy Trust Authority Signals EAT - Expertise, Authority, and Trustworthiness. Establishing personal expertise as a ranking signal.

40 Sales & Marketing Strategy Trust Legitimacy Signals Legitimate sites that inspire trust contain some basic components: Contact forms with phone numbers and addresses, Shipping information, Exchange and return policies. Google Maps data.

41 Sales & Marketing Strategy Trust Review sites Authorised Independent Reviews

42 Sales & Marketing Strategy Trust SSL Security 30 to 1000 per year

43 Sales & Marketing Strategy Trust Other Trust Influencers Social Networks Google My Business Images of location and team Video can demonstrate authenticity Google Certified Shops Payment Systems PayPal, Sage Pay Professional Look, branding & Best Practice

44 ecommerce Platforms & Service Providers

45 ecommerce Platforms & Service Providers 3 Main Types Proprietary Software As A Service Open Source

46 ecommerce Platforms & Service Providers Proprietary Adobe, IBM, Oracle + Thousands of others Keeping up with change Tied into a service provider Expensive in the long term Fits very large or highly bespoke

47 ecommerce Platforms & Service Providers Software As A Service WIX, Shopify, Volusion, Big Commerce Low Initial Cost - Do It Yourself Option There are scalable options Watch the long term cost Generic functionality that can change Still proprietary

48 ecommerce Platforms & Service Providers Open Source System is free support required A Network of Developers keeps the system up to date Modules & Templates Not tied into a provider No constraints

49 ecommerce Platforms & Service Providers Rate out of 10 Commerce Content Security Simplicity

50 ecommerce Platforms & Service Providers Operational Channels Customer Channels Consumer Business Trade Distribution, Retailer Integration Outlets Website Physical shop Telesales Catalogue Shows Drop Shipping Market Places >

51 ecommerce Platforms & Service Providers Market Places Amazon E Bay Etsy The Cornish High Street Not on the High Street Jewel Street Folksy Alibaba

52 ecommerce Platforms & Service Providers Functionality Mobile Support Trigger E Mail Abandoned basket Management Promo Code Gift Vouchers Loyalty Scheme Complex Delivery Custom Functions

53 ecommerce Platforms & Service Providers Hosting & Disaster Recovery Backup Scalability Business Continuity Plan Domain Management

54 Wireframe & Site Architecture

55 Wireframe & Site Architecture Template v Bespoke Site Structure Navigation Content Call To Action Landing Pages Customer Journey Best Practice

56 Design

57 Design Design Elements Main site structure and site furniture ecommerce elements, listing, product page, checkout Transaction pages Password reset, register Home Page Content Other elements, s, despatch notes

58 Design Experienced Designers Customer Journey Call to Action Eye attractors Conversion Rate Optimisation Best Practice Branding

59 Design Design Challenges 5 Seconds to articulate the message 8 Seconds a majority of visitors leave Product Video increases conversion One second delay reduces conversion by 7%

60 Migration - Go Live Going Forward Key elements Extensive end to end testing Upload all data & Content Protect historic SEO Performance s Select a low risk time to switch

61 Future Of ecommerce

62 Future Of ecommerce Amazon 15 years ago

63 Future Of ecommerce ebay 17 years ago

64 Future Of ecommerce Web Sites Users , Million

65 Future Of ecommerce Web Sites Users , Million ,000,000 1 Billion +

66 Future Of ecommerce Web Sites Users , Million ,000,000 1 Billion + Web ,000,000 8 Billion +

67 Future Of ecommerce We are going to see more change in the next 10 years than we have seen in the last 10 years Full technology convergence Web Voice Video/TV Everything will become connected Personalisation making sense and meaning of big data

68 Future Of ecommerce Personalisation CRM VIP RSS Order history Customer Data Loyalty Scheme Browsing History Geo Location Real time Data feeds Social Media Customer Type Devices Used Learning Engine

69 Future Of ecommerce Personalisation CRM VIP RSS Order history Customer Data Loyalty Scheme Browsing History Geo Location Real time Data feeds Social Media Customer Type Devices Used Learning Engine Recommendation Engine Recommending products Dynamic Merchandised Product List Personalised Videos Communication Personalised Customer Experience Personalised web site behaviour Recommended content and media Device specific data and layout Different buying interface - Trade & Consumer

70 ecommerce Case Studies

71 ecommerce Case Studies Party Dress Business went from zero to 1.8 million in 2 years from a 90 investment

72 ecommerce Case Studies Started selling dresses through ebay Now selling 1100 dresses a day Year 1 600K Year million 2014 sales increased by 300% Employs 40 staff 5 in the social media department Export to 50 countries 95% of sales attributed to social media Facebook 882,000 Likes 30 tweets in one day 38 Face book posts in one day 7 videos in one day Also using Instagram, Pinterest,

73 ecommerce Case Studies 20 Trust Pilot reviews in one day

74 Questions

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