Sitemakers eCommerce Theatre Top Drawer Jan 2010

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  • Presentation guide and book - photographs
  • Introduction - how and why has the internet become so important for retailers?
  • Cabot circus
  • Later delivery times – many offering last order dates of 23 rd £181m spent online Boxing Day (68% increase)
  • Greater confidence – later order dates
  • Based on 2008 November
  • Tesco Direct soared 50% in the six week period to 9 January, with total online sales growth in the period reaching almost 20%, the retailer reports in its Christmas and New Year trading statement. Tesco said it delivered over 100 million items to around 1.5 million customers in the weeks leading up to Christmas
  • Auction interactive with delegates
  • Revised figures from IMRG,
  • new figures for 2007-9 last month estimated to give likely figure
  • Total retail sales equivalent to those recorded by the Index (high street + leisure travel + ticketing - see Definition
  • Its not all about Price....
  • An example of this is trampolines.... E-bay 12 foot model sold on price ... A Supertramp similar product sold on Quality A TP product sold on reputation All have their place in the market, as they would offline...or, for example, Aldi would be getting all the grocery sales, if it was price alone
  • Apple iphone and other wireless devices make internet access easy and available. Google are entering the market with the Nexus series…why is a search engine company making mobile smartphones?… to further offer their services into this grwoing marketplace that may eventually overtake the laptop
  • Increasing use of mobiles to shortcut the comparison process, even while you are at the shops.
  • Whether you looking to start an ecommerce business, already a retailer in the high street and want to grab your chunk of that money you hear about, or looking to improve your ecommerce sales...there are some principles that will be relevant to all...
  • The Google search engine... Most people who shop on line start here and type in the product that they are looking for. If you are not online, you will not figure in their decision and will not win their business, even if they end up buying offline.
  • Simple flowchart – Customers have money to spend, you want to make it easy for them to buy from you, this converts into cash into your business
  • Ecommerce is commerce + e-lectronic... Commerce is a concept that you understand and all you need is to sort out the ‘e’ part... That can come in the form of an in-house member of staff or an external partner. Trading online has similar rules to “traditional” offline operations. Just like opening another branch – but one that is open 24 hours a day and has no staff on the floor The “technology” to make this happen – should be in the hands of professionals, just like your offline partners – shopfitter, marketing/printers, epos tills. Either taken seriously by employing a team, or outsourcing to trusted partners…(NB …like Sitemakers!!) There is a 30% annual growth in online sales currently about £3B per month (£12B Christmas) Vs a 3% annual growth in high st. sales Adding
  • You and your Partner
  • Even Tesco, well known for handling all of its own ecommerce solutions in-house have recently started to move away from this.
  • Products, Phone calls or email enquiries, news pages etc. - How many people can you call on to help and run the site?
  • What’s a realistic budget? You should set one so that you know what it is and then (as far as possible) stick to it.
  • Do you want/need to be in control? If other people are running the site, you need to be able to check in on things if you are out of the office. These days that should be possible with a smart phone.
  • Control(and trust), budget, resource, timescale - PLANNING
  • Talk about the Planner - Have left the Week/Month section vague as that can depend on your partner – And all of this leads down to that all important Go-Live deadline.
  • There is a 15% annual growth in online sales currently about £3B per month (£12B Christmas) Vs a 3% or flatline in high st sales To create a successful Retail experience on the web needs: 1. A product that people will (or are already buying) 2. The target Audience of browsers on the site to buy 3. A price that is clear and competitive The three P’s mean nothing if you do not get the D right. Logistics - if you do not have a current structure that is geared to delivery of goods to customers, then why not use a logistics partner to do that for you at a standard cost, you can always bring it in-house if it more economical to do so. Finally – distance selling, delivery of product and a clear policy on returns…
  • Some things to think about: Ecommerce is business evolution NOT revolution. It does NOT replace offline activity. 1. You can allocate stock to the online shop through an existing stock control system but be careful... 2. Imagine a real shop – At work, Comparison, Dropped out – 10% returned 3. (Payment Card Industry Data Security Standards) – Distance selling act 2000 must comply – Sage Pay
  • The first time a browser visits the site is like meeting a stranger, It’s all about “Similarities and Differences” what they will see that will re-assure and what they will see that is new and engaging… A good e-commerce system should facilitate the first three items in this list, just add products…. Three Clicks All Flash bells and whistles bad Brand same on and off line Sometimes less is more Not manufacturers spec – too technical Tabs If you are using an ecommerce partner these first three items should be taken care of by them.
  • If people examine a product closely in store or the product has a lot of detail give them the opportunity to do the same on the website. News, Products, events etc. Don’t use a mobile number but a landline You are all good at this as retailers – bring that across to your online business As referred to earlier by Ray... Don’t all have to be good Must have Dist Sell Act and Terms – Also, if it doesn’t come back – Guarantee.
  • If you choose to take the bespoke or systems based solutions provided by a web developer, then you need to understand about content management systems – No an example
  • Once you have entered all of the information into your CMS. Something like this will be produced. List, Brand, Search, Land, Basket, products
  • Cluttered, Too much text and not so easy to read, a lot of time on search but – Tried and found it tricky.
  • As Seen On Screen – an example of a very successful company’s site
  • Familiar layout - both Women’s and Men’s
  • Click onto Men
  • Then Shirts
  • Select some options on Left - Size
  • Few Clicks - Size Guide, Multiple Images, Cross Selling That is how they are achieving approximately £200m per year.
  • People are mixing their use of traditional retail and mail order and online
  • People are mixing their use of traditional retail and mail order and online
  • Search Engine Optimisation/Links Pay-per-Click Advertising Newsletters Customer Reviews On-site Promotions Advertising and Sponsorship Social Networking Price Comparison Sites eBay Direct Mail/Catalogues In-Store Displays
  • Search Engine Optimisation/Links Pay-per-Click Advertising Newsletters Customer Reviews On-site Promotions Advertising and Sponsorship Social Networking Price Comparison Sites eBay Direct Mail/Catalogues In-Store Displays
  • Sitemakers eCommerce Theatre Top Drawer Jan 2010

    1. 1. Seminar presented by Successful Online Retailing Nick Pratt Allan Duncan
    2. 3. Successful Online Retailing Seminar content What’s all the fuss about? Developing an ecommerce website Delivering the customers
    3. 4. What’s all the fuss about? How and why has the Internet become so important to retailers?
    4. 5. <ul><li>Street pic </li></ul>
    5. 7. Christmas 2009 £132m S pent online on Christmas Day 2009 (29% increase) Source: IMRG
    6. 8. Christmas 2009 41% expect to spend more online next Christmas Source: eDigitalResearch
    7. 9. <ul><li>John Lewis online sales in November </li></ul><ul><li>u p 50% </li></ul>Some retail ‘good news’ Source: IMRG
    8. 10. <ul><li>Firebox November retail sales up on 2008 up 33% </li></ul>Some retail ‘good news’ Source: IMRG
    9. 11. Some retail ‘good news’ Prezzybox sales for November up 107% Source: IMRG
    10. 12. Some retail ‘good news’ Tesco online sales in the six weeks to 9 January, U p 20% Source: IMRG
    11. 13. UK online sales For 2007 £35,000,000,000 Source: IMRG - Capgemini
    12. 14. UK online sales For 2008 £43,700,000,000 Source: IMRG - Capgemini
    13. 15. UK online sales For 2009 £50,00,000,000 Estimated based on IMRG Jan-Nov
    14. 16. New graph ...
    15. 18. 83p Spent on the High Street 17p Spent online Source: IMRG - Capgemini
    16. 19. Price Service Quality Purchase Trigger Points x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
    17. 20. Price Service Quality
    18. 21. What is the real secret behind Amazon’s dramatic rise in the ecommerce marketplace?
    19. 22. What is the real secret behind Amazon’s dramatic rise in the ecommerce marketplace? “ Amazon is obsessively focussed on great customer service” Jeff Bezos, CEO amazon.com
    20. 27. A retailers story...
    21. 29. Developing an online retail website Ecommerce – the process
    22. 31. Customers money Your bank Developing an online retail website A great shopping experience
    23. 32. <ul><li>Ecommerce = E + Commerce </li></ul>Developing an online retail website
    24. 33. Essential first steps <ul><li>Today’s Specification </li></ul><ul><li>“ An ecommerce system that is easy to administer, easy for customers to buy.. </li></ul><ul><li>and keeps up with the rapidly changing Internet landscape” </li></ul>
    25. 34. Essential first steps <ul><li>...and is up to date </li></ul><ul><li>Today, </li></ul><ul><li>Tomorrow, </li></ul><ul><li>The day after, </li></ul><ul><li>And the day after that… </li></ul>
    26. 35. Essential first steps <ul><li>Tesco Selects ATG To Provide </li></ul><ul><li>e-Commerce Solutions </li></ul><ul><li>London, UK, 6 March 2009 – Tesco and ATG (Art Technology Group)the premier provider of e-commerce solutions, today are announcing they have entered into a commercial agreement for ATG to provide Tesco its e-commerce solutions. </li></ul><ul><li>Source IMRG: news briefing </li></ul>
    27. 39. Essential first steps: <ul><li>Planning ecommerce projects </li></ul>Control Budget Resource Timescale
    28. 42. <ul><li>The three P’s + D </li></ul><ul><ul><li>Product – Stuff People want to buy </li></ul></ul><ul><ul><li>People – The target Audience </li></ul></ul><ul><ul><li>Price – Clear and competitive </li></ul></ul><ul><ul><li>And a D – Delivery… </li></ul></ul>Developing an online retail website
    29. 43. Developing an online retail website Stock availability Shopping basket abandonment PCI DSS on checkout
    30. 44. Some do’s [1] <ul><li>Make it easy to buy </li></ul><ul><li>Offer rapid navigation </li></ul><ul><li>Use consistent design – build “brand” </li></ul><ul><li>Use good copywriting </li></ul><ul><li>Focus on benefits rather than features </li></ul><ul><li>Avoid clutter on the pages </li></ul>
    31. 45. <ul><li>Use good clear imagery </li></ul><ul><li>Update content regularly </li></ul><ul><li>Use human communications </li></ul><ul><li>Provide good service and aftercare </li></ul><ul><li>Include real customer testimonials </li></ul><ul><li>Offer clear terms and guarantees </li></ul>Some do’s [2]
    32. 46. Developing an online retail website Content management Systems explained…
    33. 52. ASOS Wins four Ecommerce Awards October 2009
    34. 58. Summary <ul><li>Plan well </li></ul><ul><li>Easy to buy </li></ul><ul><li>Keep it current </li></ul><ul><li>...Marketing & review </li></ul>
    35. 59. Delivering the Customers Marketing for multi-channel retailers
    36. 60. Shop Catalogue Phone Online The Multi-channel retailer
    37. 61. Flick-&-Click culture 81% of people research online ‘most of the time’ before they buy a product Source linkshare research
    38. 62. Flick-&-Click culture Over 50% of all Next Directory purchases are now made online
    39. 63. <ul><li>Search Engine Optimisation </li></ul><ul><li>Pay-per-Click Advertising </li></ul>Advertising Newsletters Customer reviews On-site promotions In-Store Displays Sponsorship Price Comparison Sites eBay Direct Mail Catalogues and more… Delivering The Customers Marketing for multi-channel retailers Social networking
    40. 64. Advertising Newsletters Customer reviews On-site promotions In-Store Displays Sponsorship Price Comparison Sites eBay Direct Mail Catalogues Delivering The Customers Marketing for multi-channel retailers Social networking <ul><li>Search Engine Optimisation </li></ul><ul><li>Pay-per-Click Advertising </li></ul>
    41. 65. Anatomy of a search page
    42. 66. SEO or PPC? <ul><li>Search engine optimisation </li></ul><ul><li>Delivers natural search results </li></ul><ul><li>Visitor traffic is free </li></ul><ul><li>Positions cannot be guaranteed </li></ul><ul><li>High quality sites are there on merit </li></ul><ul><li>Positions can be achieved by time and effort </li></ul>
    43. 67. Anatomy of a search page
    44. 68. SEO or PPC? <ul><li>Search engine optimisation </li></ul><ul><li>Delivers natural search results </li></ul><ul><li>Visitor traffic is free </li></ul><ul><li>Positions cannot be guaranteed </li></ul><ul><li>High quality sites are there on merit </li></ul><ul><li>Positions can be achieved by time and effort </li></ul><ul><li>Pay-per-click advertising </li></ul><ul><li>Keywords & positions can be carefully selected </li></ul><ul><li>Bid for visitor traffic into your website </li></ul><ul><li>Short-term campaigns can be managed </li></ul><ul><li>Quality of keywords and adverts is crucial </li></ul><ul><li>Return on Investment can be accurately measured </li></ul>
    45. 69. Online marketing Search Engine Optimisation Pay-per-Click Advertising Newsletters Customer Reviews On-site Promotions Advertising and Sponsorship Social networking Offline marketing Advertising Direct Mail Catalogues In-Store Displays And more… Delivering The Customers Marketing for multi-channel retailers Shop Catalogue Phone Online
    46. 70. Food for thought
    47. 71. LiquidShop ecommerce award <ul><li>Total prize value up to £20,000.00 </li></ul><ul><li>Design, setup and full year license </li></ul><ul><li>Payment Services from sage pay </li></ul><ul><li>ISIS and IDIS accreditation from IMRG </li></ul>Do you have a winning Ecommerce idea?
    48. 72. Don’t forget to fill in the inquiry forms: <ul><li>For your copy of the Practical Tips book </li></ul><ul><li>For an appraisal of an existing ecommerce website </li></ul><ul><li>To register for your application to win the LiquidShop successful ecommerce prize. </li></ul><ul><li>To register for regular ecommerce tips and advice </li></ul>
    49. 73. Seminar presented by Successful Online Retailing Nick Pratt Allan Duncan

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