Iksula content & open source solutions 01222013

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Product Content Solutions for Online Retailers (impacting site traffic, discovery & marketing/persuasion); and, Open Source ecommerce solutions leveraging Magento and Drupal

Product Content Solutions for Online Retailers (impacting site traffic, discovery & marketing/persuasion); and, Open Source ecommerce solutions leveraging Magento and Drupal

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  • 1. Iksula derives its name from an ancient river in India. Iksula believes and aspires to grow and flow, serving the needs of direct e-commerce companies Iksula was founded in March 2007 to provide complete solutions for Internet and direct ecommerce companies globally having offices in India & US with 200 full time employees and 100 Associates. Iksula is co-founded by ex-eBayites who have closely worked with Internet Retail, Online Travel and other direct ecommerce mediums. Iksula through its ability offers world class solutions finding best answers to business problems and execute it using 3 pillars People, Process and Technology. Currently 165 people strong: 30 Tech Developers, 112 Content Team (30 writers, 70 catalogers, 2 photographers, 10 image editors), 15 Internet Marketing Professionals, 8 Sales and Admin A few of our clients
  • 2. • Helping offline players explore the online market Consulting • Helping online players to extract best ROI for their online presence • Ecommerce websites and applications in Magento Technology • Magento certified partner Internet • Helping our clients and partners drive visitors and conversions Marketing through SEO, Social Media, PPC and Affiliate marketing • Producing high quality product content which increases conversions Content – Table Top Photography, Model Shoots, Image Editing, Production Descriptions, Cataloging, Articles, Blogs • Category, Consumer and Analytics driven insights to matchingMerchandising supply and demand for increased ecommerce sales Fulfillment • Customer Service, Courier Management, Warehouse Operations coordination
  • 3. Our Clients are located across 4 continents
  • 4. Product Page Version 1.0 Version 2.0 Version 3.0 Version 4.0Components Faster Bandwidth Emergence of Social Emergence of mobileBasic Hygiene Calls to Action / Delivery and Returns Information / Stock InformationProduct AttributesProduct Featured Driven to InformercialsDescriptionsProduct Images Low resolution High resolution, 360 Product degree views, Product configurators, Videos, videos PersonalizationRecommendations Merchandising Consumer’s site Consumer’s social ??(cross/upsells) driven behavior driven behavior drivenUser Reviews Text reviews Video reviews ??Social Sharing “Like” buttons ??Trial Rooms Zovi.com “Zovi Eye” ??
  • 5. Types of photography Table Top/Still – as the name suggests, it is done on a table top with or without styling Catalog Editorial
  • 6. Table Top Product Shots Used mostly for accessories, electronics Focus on the product; low cost of production Can shoot 100-120 products a shift; 40-50 jewelry products a shift; higher with photo boxes
  • 7.  Shot on models, but focus is on the product; plain background in most cases Most fashion brands use this form - Zara, Neiman-Marcus, Diesel, Globus, Armani Collezioni, Burberry, Levis Cost of production not very high Can shoot 80-100 products a shift
  • 8.  Lots of accessories Model and the background are styled; will usually follow a theme Examples: Benetton, Versace Cost of production very high 40-50 products in a shift
  • 9.  Merchandiser selection driven Market basket analysis • An old offline retail technique which evaluates groups of products that are bought together Collaborative filtering – pioneered by Amazon • Users who bought this also bought that • Wikipedia Definition “the method of making automatic predictions about the interests of a user by collecting taste information from many users”• Some enhancements • Discover tool – Amazon again • Website recommendations based on your search history, and aggregated data collected from other users • Recommendations not necessarily based on what you are searching for
  • 10.  Text Reviews  Actual consumer written. Eg: amazon.com  Seeded reviews  Powered reviews. Eg: powerreviews.com Video Reviews  http://www.firebox.com/product/5511/Mighty-BoomBall- Speaker  They pay 50 pounds for every user video
  • 11.  You need  Great language skills  Photography as well as image editing  Ability to do the very basic task of filling data sheets every day  Eye for detail Along with Great Product Knowledge You need a Category / Merchandising manager
  • 12.  A category manager OR members of the category and merchandising team producing content = High quality content BUT Very high production costs Poor productivity Production delays
  • 13.  You need a “Content Production Framework” consisting of Process Technology The structure that defines The tool that assists PEOPLE toquality output and productivity complete their PROCESSES more efficiently High quality content at a great price Trained People The links that constitute the delivery chain
  • 14.  A process helps you to  Structure Work Flow for smooth movement of work across task buckets  Define expected output to ensure quality standards as well as standardization of output  Continuous measurement and improvement
  • 15. Parallel processing Pre-processing Serial processing Sku Collections Options & Join CompetitiveDescriptions Identification product Sheets Pricing QC SKU Tagging Merging Data Delivery  Tasks are broken down to logical groups & flows Imaging allowing easy project KIT Creation Collections management  Tasks are executed Classing Related Items Swatch Images according to expertise & Association  Tasks are processed serially and in parallel for high Attributing Complete efficiency
  • 16.  Documentation, documentation and more documentation Capturing every minute requirements Some key documents  Attributing instructions and guidelines  Writing guidelines  Photography style guide  Image editing guideline
  • 17. Establishing basicdefinitions Detailed guidelines by product line
  • 18. The Six Sigma DMAIC Implementation Approach Define Measure Analyze Improve Control• Define • Data • Stratify • Generate • Develop Pilot project collection process and solution Plan objectives • Plot and data ideas • Verify Sigma• Validate / analyze data • Develop • Determine improvement develop • Determine if problem solutions, • Develop Project special cause statement impact, standardizati Charter exists • Identify root benefits on• Identify • Determine causes • Evaluate & opportunities Quick Wins Sigma • Validate root select • Integrate and refine performance causes solutions lessons process • Develop learned• Identify process maps • Handover to Performance & high level process Measures plan owner
  • 19.  You need a “Content Production Framework” consisting of Process Technology The structure that defines The tool that assists PEOPLE toquality output and productivity complete their PROCESSES more efficiently High quality content at a great price Trained People The links that constitute the delivery chain
  • 20. Work flow Productivity QualityProject management tool Tools that allow you to Helps to standardize datathat allows task allocation, execute tasks faster and in identifying errorsmanagement and timetracking
  • 21. Work flow Productivity Quality• Task Allocation• Tracking• Writing• Editing• Quality Scores• Reporting
  • 22. Work flow Productivity Quality Classing ToolsExcel MacrosPhotoshopActionsData ScrapersContent CreationTools Attributing Tool
  • 23. Work flow Productivity QualityQuality Environments Visual Check andStaging Server Editing Tool
  • 24.  You need a “Content Production Framework” consisting of Process Technology The structure that defines The tool that assists PEOPLE toquality output and productivity complete their PROCESSES more efficiently High quality content at a great price Trained People The links that constitute the delivery chain
  • 25. Project Program A hierarchical Manager Management structure leads The layer that drives to career Team lead 1 Team lead 2 productivity growth and long term Quality Quality Domain experts, the layer that drives quality employee lead 1 lead 2 retention Execution layerCataloger 1 2 3 4 5
  • 26. Task bucket wise analysisResource quality scorecard • Extensive metricsRow Labels 7-Mar 14-Mar 21-Mar 4-Apr 18-Apr 25-Apr 2-May 9-May 16-May Grand TotalAccent Name/Descrip Score [TBLPRODUCT] 3.68 3.73 3.79 3.84 3.99 4.00 4.01 4.04 4.03 3.91 on quality and Options Score [TBLJOINPRODUCTSUPPLIER] 4.29 4.34 4.34 4.38 4.40 4.41 4.44 4.47 4.47 4.40 Shipping Score [TBLPRODUCTOPTION] Pricing Score [DATA FILE] 4.58 4.82 4.58 4.83 4.60 4.84 4.62 4.85 4.63 4.83 4.63 4.83 4.64 4.78 4.64 4.75 4.65 4.71 4.62 4.79 productivity C & A Score [ATTRIBUTES] Images Score 3.65 3.92 3.68 3.97 3.68 3.95 3.70 3.92 3.69 3.88 3.68 3.88 3.68 3.89 3.68 3.85 3.67 3.85 3.68 3.90 • Objective Associations Score 4.07 4.12 4.17 4.16 4.16 4.16 4.18 4.18 4.19 4.16 Kitting ScoreUpholstery 4.05 4.05 4.02 4.02 4.04 4.01 4.01 4.01 4.01 4.02 performance Name/Descrip Score [TBLPRODUCT] Options Score [TBLJOINPRODUCTSUPPLIER] Shipping Score [TBLPRODUCTOPTION] 3.12 4.27 4.45 3.12 4.28 4.46 3.16 4.28 4.40 3.19 4.29 4.41 3.23 4.31 4.42 3.23 4.31 4.42 3.27 4.31 4.39 3.27 4.31 4.39 3.27 4.31 4.39 3.22 4.30 4.41 evaluation Pricing Score [DATA FILE] C & A Score [ATTRIBUTES] 4.44 3.44 4.44 3.42 4.45 3.45 4.44 3.44 4.45 3.45 4.45 3.45 4.38 3.44 4.38 3.44 4.38 3.44 4.42 3.44 translating to a Images Score 3.34 3.31 3.29 3.30 3.32 3.32 3.31 3.31 3.31 3.31 Associations Score Kitting Score 3.86 3.58 3.82 3.57 3.74 3.57 3.71 3.51 3.74 3.51 3.74 3.51 3.72 3.51 3.72 3.51 3.72 3.51 3.75 3.53 merit driven organization
  • 27. You need extensivetraining programs toenable high qualityand productivity
  • 28. ..a coming together of people, process and technology Process Technology The structure that defines The tool that assists PEOPLE toquality output and productivity complete their PROCESSES more efficiently High quality content at a great price Trained People The links that constitute the delivery chain
  • 29. Can it really make you money?
  • 30. Community Support
  • 31. Secure
  • 32. Global Payment Aggregators
  • 33. Open SourceThe Cost is low and no licensing Fee
  • 34. Open SourceMILLIONS of developers areworking to keep the software update
  • 35. Open Source As the source code is availableamendments can be done as per requirements
  • 36. Open SourceFree from Vendor Lock-in as the entire community own the software
  • 37. Open Source Open Standards facilitateintegration with other system
  • 38. Similar Productsfor comparisonTo remove fromcomparisonDifferences arehighlighted
  • 39. Selling Products to different vendors throughsingle Platform
  • 40. Auto Suggestion
  • 41. To Turn Browsers to Buyers
  • 42. Promotions and Offers