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Elad goldenberg: How to Develop your eCommerce Strategy

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How to Develop your eCommerce Strategy …

How to Develop your eCommerce Strategy
The 3 verticals of strategy:
1 - The Offering: What?
2 - The Experience: How?
3 - Marketing Channel: To Whom and Where?

Newest strategies, leading companies and useful tips.

More in: Technology , Business
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  • 1. How to Develop YoureCommerce StrategyElad Goldenberg
  • 2. The 3 Verticals of eCommerce Strategy 2The 3 Verticals of eCommerce StrategyTheOfferingTheExperienceMarketingChannels
  • 3. The offering 3The OfferingCan you translateyour offlineexperience toonline?2.Who is yourtargetaudience?3.What do you do anddoes it worth sellingit online?1.
  • 4. Bricks & Clicks 4The Offering1. Bricks & Clicks - Integration of Offline & Online presences
  • 5. Immaterial going physical 5The Offering2. Immaterial going physical
  • 6. Mass Customization 6The Offering3. Mass CustomizationIndividualized products based on buyer’s choice ofaesthetic, functional or contextual components
  • 7. The Experience 7The ExperienceClear and consistent experience serves to:Build trust &confidence1.Put productsin front ofcustomer3.Provideinformationand context2.Make purchasingas easy as possible4.
  • 8. Key components of eCommerce purchasing process 8Key components of eCommerce purchasing processView itempageRegistrationShoppingShippingAdd itemsto cartUp-sell /Cross-sellBilling ConfirmationRevieworder
  • 9. 9The average shoppingcart abandonment rate65%
  • 10. Face-to-faceinteractionLoyaltyIn-storeAtmosphereNon verbalcommunicationInventory displayBrandingTouch, feeland try theproductPersonalattentionPurchasing confidenceWaiting in line
  • 11. Why web buyers abandon shopping carts? 11Why web buyers abandon shopping carts?Highshippingcost44%Wantedto saveproductsfor later24%Not readytopurchase41%Websitetoo slow11%Not enoughpaymentoptions7%Highproductprice25%Spam withoffers6%
  • 12. The Experience - Delivery 12The Experience - DeliveryKnowing the delivery timeestimate - key factorin shopping decisionmaking42% of online shoppershave abandoned their shoppingcart because of delivery dates2/3 peopleChoose the most economicalshipping option most of thetime delivery dates60% of the USconsumers expect tosee the availability of2-3 days delivery
  • 13. The Experience - Shipping and Returns 13The Experience - Shipping and Returns63% of online buyers look at the retailer’s returnpolicy before making a purchaseImportance oftracking number24/7 human responseis appreciatedmore than 50% of the shoppers tell a friend whenreceiving their product when expected & as described
  • 14. The Experience - Personalization 14The Experience - Translating offline to online✦ Contextual visualization -Augmented RealitySolving ‘real-life’ problems
  • 15. The Experience - Personalization 15The Experience - PersonalizationThe use of technology in ways to better understand theindividual and mimic face-to-face interaction✦ Active vs. passive✦ Crowd wisdom -‘most’, ‘people who’✦ Searchandising✦ Up-sell / cross-sell
  • 16. The Experience - Personalization 16The Experience - ContentProvide an added value to your customers and learn howto convert to business✦ Persistency✦ Expected and surprising✦ Freshness✦ FAQ✦ Edutainment✦Newsletters and e-Zines✦ Free or paid✦ Turning selling place intoa discussion zone✦ Be an advisor
  • 17. Marketing Channels 17Marketing ChannelsLeveraging your offering and experience to the rightcustomers at the right placeWhat is the rightbrand strategy foryour company?1. 2. How to drivetraffic to yourstore?3.How to choosethe rightchannel?
  • 18. Single brand vs. Marketplace 18Marketing Channels1. Single brand vs. Marketplace
  • 19. Drive traffic 19Marketing Channels2. Drive traffic✦ SEO✦ SEM✦ Ad campaigns✦ Shopping comparison✦ Blogs & product reviews✦ Affiliation networks
  • 20. Where’s the traffic coming from? 20Where’s the traffic coming from?71.2%13.6%9.6%1.7%$1052.6% 2.4%$104$1001.4% 1.2%$102 $1210.5%Averageconversion rateAverageorder value
  • 21. Drive traffic 21Marketing Channels2. Drive traffic - Offline to Online
  • 22. Make it social 22Marketing Channels3. Make it social
  • 23. Make it social 23Marketing Channels3. Make it social - It’s all about sharing
  • 24. Make it social 24Marketing Channels3. Make it social - Social Merchandising
  • 25. Make it mobile 25Marketing Channels4. Make it mobileBy 2014, mobile internet usagewill exceed desktop usageBy 2020 there willbe 10 billion mobileconnected devices2010 2011 2012 2013 2014 2015$31.0$23.7$17.2$11.6$6.7$3.5US m-commerce Sales,2010 - 2015Sales stemming from mobile devicesaccounted for only $3.5 billion in 2010but are projected to grow to $31 billion in 20
  • 26. Geo-location 26Marketing Channels5. Geo-location - where we are and what’s around us
  • 27. Emerging channels 27Marketing Channels6. Emerging channels - Flash-sales & coupons
  • 28. Emerging channels 28Marketing Channels6. Emerging channels - Personal subscription
  • 29. Emerging channels 29Marketing Channels6. Emerging channels - Collaborative consumption
  • 30. 30Thank You!linkedin.com/in/eladgoldenbergslideshare.com/eladgoldenbergElad Goldenberg