FORMAT 1. COVER KEY ECOMMERCE PRINCIPLES 2. SHORT WORKSHOPS 3.Q & A SESSIONS

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2 FORMAT 1. COVER KEY ECOMMERCE PRINCIPLES 2. SHORT WORKSHOPS 3.Q & A SESSIONS

3 KEY AIMS OF THE EVENT 1. TO INTRODUCE THE CONCEPT OF DIGITAL TRANSFORMATION 2. TO COVER THE KEY ECOMMERCE PRINCIPLES TRAFFIC CONVERSION RETENTION

4 KEY ACTIONS FOR YOUR COMPANY AFTER THE EVENT 1. ANALYSE THE CHALLENGES YOU FACE 2. ALIGN YOUR ECOMMERCE MANAGER & TEAM 3. CREATE A DIGITAL STRATEGY... This will lead to... INCREASED SALES AND PROFITS

5 2. BASIC PRINCIPLES A COMPANY S SIZE AND PROSPECTS ARE DICTATED BY THEIR MARKET AND THEIR STRATEGY

6 WHAT CHANGES DO YOU SEE IN YOUR RETAIL MARKET?

7 DIGITAL TRENDS Q. WHERE ARE RETAIL MARKETS GOING? A. BECOMING MORE COMPLEX Requiring new digital skills to succeed Increasingly Digital Ultimately More Efficient & More Competitive Increasingly Complex Increasingly Multichannel Increasingly dependent on Technology Increasingly dependent on Big Data

8 3. ECOMMERCE FUNDAMENTALS

9 ITS ABOUT SALES... PUTTING A LANGUAGE ON THE CHALLENGE- WHAT ELEMENTS DICTATE YOUR ECOMMERCE SALES

10 ECOMMERCE SALES ARE FUNDAMENTALLY ABOUT A MATHEMATICAL EQUATION NUMBER OF VISITORS x CONVERSION RATE x AVERAGE ORDER VALUE = SALES EXAMPLE

11 4. UNDERSTANDING TRAFFIC TRAFFIC COMES FROM DIGITAL MARKETING CHANNELS

12 CAN YOU NAME YOUR TRAFFIC CHANNELS & WHAT ARE MOST IMPORTANT TO YOU?...

13 THE CHANNELS Direct Paid search marketing (e.g. pay per click) Affiliate marketing Organic search traffic (e.g. SEO) Social media and referral traffic Paid social media marketing marketing Marketplaces Remarketing and display advertising Paid offline advertising Other DEVELOP A MULTICHANNEL STRATEGY IDEALLY WITH A PLAN FOR EACH CHANNEL

14 ALL CHANNELS WORK ON A CCC PRINCIPLE CONTENT CLICK CONVERT CONTENT IS KING

15 5. CONVERSION

16 WHAT DO YOU THINK AFFECTS YOUR CONVERSION RATE?

17 Top 20 In a relative order of importance... Price Shipping costs Products in stock Site navigation, structure & layout Site search On-site marketing & key USPs Product range Depth of brand & categories Product information & quality Product reviews Site & service reviews Company About Us & Contact Us information Delivery & returns information The checkout process Product RRPs & any sale or discount display Sale & clearance offers Up selling & quantity discounts On-site help & Buying Guides On-site copy, news, events & engagement Remarketing From an international perspective, add the following: Language translations Multi currency Country-specific onsite marketing & key USPs All payment gateways covered Optimisation Measurement & Testing: AB, multivariant & usability testing, analytics analysis

18 CONVERSION THINKING IS ABC ALWAYS BE CLOSING ATTENTION INTEREST DECISION - ACTION

19 CONVERSION START WITH THE CUSTOMER & WORK BACK HIPPOS ARE DANGEROUS... (HIghest Paid Persons Opinion) UNDERSTAND YOUR CUSTOMER AND RELY ON DATA DESIGN AROUND THE CUSTOMERS INTERESTS

20 MESSAGING MUST BE CLEAR & FAST ANSWER QUESTIONS BEFORE THEY ARE ASKED (OBJECTION HANDLING) FASTER IS BETTER ADAPT MESSAGING TO EACH CUSTOMER TIME IS CRITICAL DO NOT BE SUBTLE

21 6. AVERAGE ORDER VALUE & CUSTOMER LIFETIME VALUE

22 HOW DO YOU TURN YOUR CUSTOMER TO A REPEAT CUSTOMER?

23 DEEP SCIENCE KEY TO PROFTIBILITY COMMON SENSE KEEPING A CUSTOMER HAPPY TURN THEM TO REPEAT VISITORS Customer service Prompt issue resolution Effective delivery & fulfilment Loyalty programs & incentives re-order incentives & marketing promotions VIP & private sales New product sneak peeks & incentives On-site help & knowledge base Order tracking & information My account information & usability Returns management Social media engagement Customized content & offers Remarketing Maintaining a strong market presence

24 RECAPPING ON WHAT IT IS ALL ABOUT NUMBER OF VISITORS x CONVERSION RATE x AVERAGE ORDER VALUE = SALES BE RATIONAL because the market is

25 7. WHY THE IRP WORLD TECHNOLOGY + SERVICES are needed IRP WORLD IS FOR EDUCATION, RESOURCES, COMMUNICATION, INFORMATION ON ECOMMERCE AND IRP WE PLAN TO BRING IT MORE INTO OUR OWN STRATEGY TO HELP US TO HELP YOU

26 8. HOW ARE SALES INCREASED FEATURES 10% STRATEGY 90% TEAM ALIGMENT AN ACCOUNTABLE ECOMMERCE MANAGER IS ESSENTIAL (OWNERS CANNOT DO IT) EDUCATION AND TRAINING BY CREATING A DIGITAL STRATEGY

27 9. DIGITAL TRANSFORMATION THINK MULTICHANNEL MARKETING TRAFFIC CONVERSION - RETENTION APPOINT AN ECOMMERCE MANAGER ALIGNMENT OF YOUR TEAM IRP WORLD WILL HELP US HELP YOU

28 10. CREATE A DIGITAL STRATEGY WE WILL FOLLOW UP WITH A TEMPLATE STRATEGY PUBLISHED IN THE IRP WORLD TO HELP YOU MAXIMISE YOUR SALES.

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