Perspectives on E-commerce Anton Danielsen

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1 Perspectives on E-commerce Anton Danielsen

2 Agenda for today What is e-commerce Trends in e-commerce Blueprint of an e-commerce store Critical success factors 2 21 August 2015 Presentation name

3 E-commerce = Commercial transactions conducted electronically on the Internet.

4 European e-commerce is a 185 billion market growing at 18% p.a August 2015 Presentation name

5 Research online (% of buyers in category) Computer HW/SW Electronics 0% 50% HH products Grocery Health and beauty DIY Mobile phones Footwear Still in store Video Games Music Clothing Home Decor Books Digital battleground DVD / Video 0% Purchase online 50% (% of buyers in category) Books, computer HW/SW, music, videos and electronics were the first categories to move online. Other categories are following suit.

6 Selection 200 M SKUs 1,7 M SKUs Cost efficiency Gross margin: 35% Gross margin: 47% Anytime Opening hours: 24 h Opening hours: 12 h x 7 Anywhere In your pocket City center Delivery Days (Finland) Same day Personalization High and improving Low Why e-commerce is increasingly taking share of the consumer wallet?

7 Agenda for today What is e-commerce Trends in e-commerce Blueprint of an e-commerce store Critical success factors 7 21 August 2015 Presentation name

8 Share of mobile in select e-commerce service 5 7 / % 38% Share of visits Share of purchases Over one third of ecommerce sales are now happening on mobile devices August 2015 Presentation name

9 My personal experience: 3x improvement in site conversion following introduction of new video based product presentation method Video is a great way to deliver high-quality content August 2015 Presentation name

10 CONTENT IS KING Content marketing Many great e-commerce companies rely on content marketing August 2015 Presentation name

11 Social on the rise Social media is being increasingly used to discover products August 2015 Presentation name

12 Product search by hour and channel Consumers expect to be served 24/7 in multiple channels August 2015 Presentation name

13 Agenda for today What is e-commerce Trends in e-commerce Blueprint of an e-commerce store Critical success factors August 2015 Presentation name

14 ESP marketing ECP CMS & Cart Help Desk / Issue tracking CRM Customer Data warehouse OMS Order Management System WMS - Warehouse PIM Product Management GL General Ledger Other systems 14 A good e-commerce platform needs to cover about nine major areas. 21 August 2015 Presentation name

15 Advertising Analytics Marketing automation Customer support User testing 15 Fortunately there are loads of good components to build on 21 August 2015 Presentation name

Above the line marketing Inbound marketing Building engagement Objective: Build awareness in target group Remarks: Improves effectiveness of traffic

Objective: Turn prospects to customers and maximize value of each customer Remarks: Engage with customers through e.g. Emails and facebook and by creating engaging content.

16 Above the line marketing Inbound marketing Building engagement Objective: Build awareness in target group Remarks: Improves effectiveness of traffic acquisition and conversions Objective: Drive prospective customers to your store Remarks: Customers require multiple visits before turning into customers Objective: Turn prospects to customers and maximize value of each customer Remarks: Engage with customers through e.g. s and facebook and by creating engaging content. Retarget customers on third party sites. Merchandize through campaigns and using bespoke tools. Three pillars of performance based marketing

17 Build campaign Set targets and build campaign Always strive to A/B test key components of campaign Learn from results and refine approach Learn Measure success Measure success of campaign based on pre-set targets All campaigns should be measured to make the following campaign even August 2015 Presentation name better.

18 Agenda for today What is e-commerce Trends in e-commerce Blueprint of an e-commerce store Critical success factors August 2015 Presentation name

19 Local Global Positioning your business Offer something not found in local markets Highly competitive Often too small Opportunities to challenge local retailers Niche Massmarket August 2015 Presentation name Do something different, don t do what others do

20 Examples of business models Traditional online retailer Dropshipping Subscription D2C Choose a business model that fits your product your business model can August 2015 Presentation name even be the distinguishing factor

21 Be smart about how you approach your customers, think about who can be August 2015 Presentation name the aucthority and spread the word for you

22 Put customer service at the center of your business August 2015 Presentation name

23 Be the place where customers want to hang August 2015 Presentation name

24 Try new things and always A/B-test everything August 2015 Presentation name

25 THANK YOU August 2015 Presentation name

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RIGHT DATA MAKES GREAT MARKETING #1 IN EUROPE FOR WEB DATA MARKETING The One ID Marketing Concept? What is it you need to know? You are your clients and prospective clients? What do they do? What do they