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Ecommerce Master Class Course. Part 2

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Information on the Online Retail Operation practices.

Information on the Online Retail Operation practices.

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Ecommerce Master Class Course. Part 2 Ecommerce Master Class Course. Part 2 Presentation Transcript

  • Ecommerce Master Class.
  • Ecommerce Master Class ::Main Index.3.Online Retail Operations -------------------------------------------------------------------------------------------------------------------------------------------1033.a. Building blocks of Online Retail ---------------------------------------------------------------------------------------------------------------------------------------------------------------1043.b. Technology ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1053.c. Content & Imaging -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1283.d. Online Marketing ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1463.e. Fulfillment ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1713.f. Customer Support --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------187 PART 24. Key Lessons ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------2195. Looking Ahead -----------------------------------------------------------------------------------------------------------------------------------------------------1945.a. M Commerce -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1955.b. T-Commerce -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------2085.c. Social Commerce -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------2155.d. Innovations----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------216
  • Online Retail :: Online Retail Operations.
  • Ecommerce Master Class :: Online Retail ::Index.2.d. Online Retail Operationsa. Building Blocks of Online Retail.b. Technology .c. Content.d. Product Photography.e. Online marketing.f. Order Management & Fulfillment .g. Packaging.h. Customer Support.
  • Online Retail :: Online Retail Operations.Building blocks of E-Retail. Front End Back End 1 4 Customer tech Order Sent 2 fulfillmnt 5 content cust care 3 mkting Order Fulfilled Key Components of Digital Retailing
  • 1 Technology. 1 Scaling your business by tech implementing robust, extensible & upgradable “Technology”
  • :: Building blocks of E-Retail :: Technology ::E-Retail Transaction Workflow.
  • :: Building blocks of E-Retail :: Technology ::The building blocks of e-Retail technology. Merchandising Maintenance Support Marketing Performance Technology Security Social & Mobile Backend Management
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technologyMerchandising functionality. Merchandising Product Zooms Product Options Soft Add to Cart Product Comparisons Swatch Options Unlimited Product Photos
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technology ::Cross Selling. Why Amazon does this better???? 1. First, they build relationship maps of product inventory and attributes 2. Then, they capture consumer intent and combine it with the “wisdom of the crowds. 3. On a page load, they run multiple recommendation types in real time to recommend the perfect products. 4. Finally, they measure the performance of the recommendations, creating a real time-feedback loop that constantly optimizes them on a per placement and per page basis
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technology ::Up Selling.
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technology ::Personalization.
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technologyMarketing functionality. Marketing Daily Deals Get found in search engines Create coupons & discounts Post Customer reviews Send automated emails Wish Lists for real time feedback and newsletters
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technologyIntegrations with Social & Mobile media. Social & Mobile Sell your products on Post directly to twitter & Manage videos in a snap Facebook facebook Like it, Share it, tweet it. Mobile Sites
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technologyManaging the E-Retail backend. Management CRM Tools Inventory Management Reporting Order Processing
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technologySecurity & support. Security & support Industry Standard Control Access to the store Certifications
  • :: Building blocks of E-Retail :: Technology :: The building blocks of e-Retail technologyPerformance and Uptime. Performance Content Delivery Networks Uptime Issues. Technology Hardware Down is Revenue Loss Source: Volusion.com
  • :: Building blocks of E-Retail :: Technology ::Global Ecommerce technology Vendors.
  • :: Building blocks of E-Retail :: Technology ::What shopping cart technology to use. Starting Up Intermediate AdvancedGlobalCompanies
  • :: Building blocks of E-Retail :: Technology :: Payments ::Challenges in accepting payments online. Long Checkout Process: Which requires the user to re-enter most details every time they transact. Introduction of OTP and two-factor authentication: Though improved the security features, have also added to the length and complexity of the payment process. •Connectivity issues and the power scenario in the country often impact transactions, preventing them from being completed seamlessly •Integration issues with their payment Gateways •Global players typically undergo more than 6 months of testing with their payment gateway systems before launching the service. Indian players on the other hand are known to do the testing post launch. Source : ‘India Goes Digital’ - Avendus Drop-off rates in e-commerce websites hover around 20- 30% at the payment page.
  • :: Building blocks of E-Retail :: Technology ::Payment Gateways in India with charges( Rate Card: Negotiations over and Above ;-).Source: Iksula Consulting
  • :: Building blocks of E-Retail :: Technology ::Case Study. Best Practice for Merchandizing in E-Retail
  • :: Building blocks of E-Retail :: Technology :: Case Study ::Home Page. International Multi-brand Websites integrated with single Check out Orders Need it today !! Highlighted Customer Care Number Separate Category for Occasion Prominent Search Box Create Urgency Best Sellers on homepage •Proflowers.com displays on each page in the header banner saying “Need it today?”, which clearly attracts people who need flowers now – today. 1800flowers.com displays a similar banner only on the home page, but not in the header or anywhere else throughout the site. •Proflowers.com homepage is more visually appealing and makes a selling point rather than just display.Source: ProImpact7.comBy Jan Petrovic
  • :: Building blocks of E-Retail :: Technology :: Case Study ::Category Page. Sorting OptionsBread Crumbs Shipping InfoDetailed ChoiceOptions Appealing Product Photography Upfront PricingSource: utsavfashion.in
  • :: Building blocks of E-Retail :: Technology :: Case Study ::Product Page : Above the Fold. Product Zooms Product Titles Shipping Info Pmt. Info Social Media Buying Guides Alternate Images Integrations Customer Care Info Product Descriptions Product Attributes FoldSource: Yebhi.com
  • :: Building blocks of E-Retail :: Technology :: Case Study ::Product Page : Below the Fold. Above the Fold Fold Social Acceptance Up Sells Below the Fold Cross Sells Search HistorySource: Yebhi.com
  • :: Building blocks of E-Retail :: Technology :: Case Study ::Product Page : Innovations. Product 3D Videos • Myhabit.com displays product videos into its product pages, the model shown above actually walks and turns on the product pageSource: MyHabit.com
  • :: Building blocks of E-Retail :: Technology :: Case Study ::Checkout Page. Steps Remaining Satisfaction Safe Transaction Guarantees Prompts Trust Seals •Proflowers.com displays their SSL security seal by Verisign on the bottom of the page • Original website header and footer are replaced by progress indicator and “lighter” footer in order not to distract shoppers from their task, which is to finish the checkout process. In both cases through out the whole checkout process you will see what is in your basket,Source: ProImpact7.comBy Jan Petrovic
  • :: Building blocks of E-Retail :: Technology ::Case Study : Performance Optimization a gifting website. Solution for Low page load time 1. Using Memcached 2. G-Zip compression for CSS / JS 3. Use of CDN servers [content delivery network] 4. Nearest server location as of the target user source. 5. Compress output Problem 6. Leverage browser caching Low page load 7. PHP tweaks like allocate more memory to the application time 8. Get rid of 404 errors. Increasing SKU 9. Reduce http request 10. Use Sprite images. Solution for increasing SKU 1. MySql Tuning 2. Indexing of Products 3. Query Caching Source: Iksula Consulting
  • 2 Content 2 e-commerce players increase content their conversion rate through effective product page “CONTENT”
  • :: Building blocks of E-Retail :: Content :: Overview ::Great product content why?? • Structured product attributes • SEO optimized content which helps users which helps the understand the product product page to gain • Detailed images which help SEO rankings consumers to get a feel of Descriptn Attributes the product Meta Images Keywords Convert • Great sales pitch • Highlight consumer benefits rather than product features • Better Conversions Plays a key role in “attracting”, “engaging” and “converting” users
  • :: Building blocks of E-Retail :: Content :: Overview ::2 Product Page Content. Alternate Product Images  Helps consumer to get a complete feel of the product Product Title • The first window to theMain Product Image product along with the• The best product thumbnail image shot• Helps to highlight product look and feel Related Items • Gives customer a choice to choose from other similar products and accessorize Key Features • Gives a quick overview of the key selling features Product Description • Gives the consumer a feel of how the product will look and feel Effective content is required to improve site conversion rates.
  • :: Building blocks of E-Retail :: Content :: Overview ::Product Description. Engaging Product Content keeps customers glued to the page and SEO Rankings • Romanticize the product content to engage a consumer • Inform the consumer about product features • Seed SEO keywordsEngage, inform and convert through well written product descriptions.
  • :: Building blocks of E-Retail :: Content :: Overview ::Product Attributes. International Study by the University of Pretoria Detailed product attributes which helps a consumer to know the product better http://www.up.ac.za/saafecs/vol31/north.pdf The above research suggests that : Price and Style are the most important attribute in apparels category Detailed structured attribute which helps user comprehend products.
  • :: Building blocks of E-Retail :: Content :: Overview ::Product Images. High resolution images gets close to real life experience Ability to zoom to view fabric detailing and designs Model shots give a better feel of how the product will look on a person High resolution model shots help to get consumers a real life feel.
  • :: Building blocks of E-Retail :: Content :: Process Workflow ::Creating product KITS. Identify all the products Consumer Need Furniture Category Example 1. which can be kitted • Allows a consumer to Supplier: MGM Trading together buy an entire set of Kit: Living Room Kit products • Up sell opportunity Sofa for the site Cushion Chair Side table Foot Stool Coffee table 2. Also leverage category knowledge to identify other items which could go with this kit. Eg: Chests
  • :: Building blocks of E-Retail :: Content :: Process Workflow ::Creating OPTIONS. Identifying and creating OPTIONS from manufacturer price sheets Consumer Need Lighting Category Example • Gives customer finer Supplier: Nulco choices on a product she has chosen Product: Nulco Decorative Flush Mount Available options Pictured in tuscan bronze Image caption helps customers understand the picture better and also index images on SEs
  • :: Building blocks of E-Retail :: Content :: Process Workflow ::Creating CROSS SELLS on accessories and related Items. Business Need Plumbing Category Example • Cross sell related items Supplier: Danze to increase consumer value Product: Danze D500058 Single Handle Pressure Balanced Tub, Shower Trim and Valve with Rain Showerhead from the Parma Collection Main Product Accessories Related Items
  • :: Building blocks of E-Retail :: Content :: Process Workflow ::CATEGORIZATION and CLASSING into relevant categories. Example: Classes & Attribute list for the Lighting Category Consumer Need • Helps a consumer narrow down on his choice of products
  • :: Building blocks of E-Retail :: Content :: Product Photography ::Internet Product Photography & Why. CONVERSION RATE Ultimately, the softer, tastier, flashier and more attractive your products look to shoppers, the more confident they‟ll feel about purchasing from you and the better your “conversion rate” will be. ALTERNATIVE VIEWS Customers don‟t buy what they can‟t see, "You need to show alternative views because you‟re really trying to close the touch-and-feel barrier that is lacking on the website that you can experience in a store setting. EVALUATE PRODUCTS Provide a competitive advantage. In a crowded e-commerce landscape offering high quality images (and plenty of them) helps users evaluate products and decide to buy.Source: Victorinox.comWithout the ability to touch, hold, smell, taste or otherwise handle the productscustomers have only images to interact with.
  • :: Building blocks of E-Retail :: Content :: Product Photography ::Internet Product Photography Challenges. •Photography for ecommerce pages is very different from fashion or advertising photography with respect to the quality of end product that is required. • Average transaction value and volume on an ecommerce site does not justify an advertising like budget per product shoot Thus high end models and photographers are not sustainable. •Image Resolution on the web page are constrained with size and page loading times so a delicate balance is required.
  • :: Building blocks of E-Retail :: Content :: Product Photography ::Eretail Photography Operational Challenges. • In house vs. Outsource Dilemma The Speed Vs Control Dilemma • Maximum number of finished images per day • Products handling and Re-packing. • In house apparel ironing stations. • Backend systems integration for quick photo uploads to system. • Make up artists, Equipment Management and Studio Management. E-Retail Photography is process and scale is the biggest challenge .
  • :: Building blocks of E-Retail :: Content :: Product Photography ::A typical setup for smaller size products. • Specialized Product Photography Cameras and Camera Box. Key Challenges:• Products need to be very high resolution to help in zoom.• Low Setup time and higher number of Shots / Shift• More Angles to ensure higher rotation for Smaller Products. • Lighting Setup • Product Angle & Background Setup
  • :: Building blocks of E-Retail :: Content :: Product Photography ::Apparel Photo Shoot with Models.
  • :: Building blocks of E-Retail :: Content :: Product Photography ::Eretail Photo Shoot Best Practices. •CATEGORY PAGE IMAGES. •PRODUCT PAGE IMAGES. •ZOOMED/DETAILED PRODUCT IMAGES. For zoomed images it makes sense to:For category images it makes sense to: For product images it makes sense to: 1. For exceptionally large items, offer many1. Use images to complement text descriptions. 1. Offer detailed images and multiple views. views..2. Be sure images are large enough for 2. Enable users to see product variations. 2. Have Adequate resolution. comparisons. 3. Don’t group products into the same 3. In Focus with the mouse over. image.3. Display color swatches. 4. Make it easy for users to switch between views and variations. Source: completeusability.com
  • :: Building blocks of E-Retail :: Content :: Process Workflow ::Doing product content at a scale is a process. Basic Pre- Parallel processing Processing Serial processing Options Identification Collections Kits SKU Descriptions Options Sheets Cross Sell Competitive Pricing Identification Collection Writing QC Swatches Maps / Logo Collection Images Kit Description, SKU Tagging Swatch Images Tagging & Images Attributing Project Merging Classing Final QC Delivery Imaging Doing 50 products & 500 product sku‟s per month is a diff ball game.
  • 3 Online Marketing. 3 mkting Sales in Online Marketing in primarily driven by highly efficient “Online Marketing”
  • Online Retail :: Online Retail Operations :: Building blocks of E-Retail ::Online Marketing. 1 Search Engine Optimization 2 Paid Social Media Advertising Optimization 3 Potential Objectives. •Driving targeted traffic to a Web site and Online converting visitors to customers. Marketing •Customer retention and increasing LTV of a customer. •Establishing Brand-Awareness Online 6 Email Channel Marketing Management 4 Affiliate Marketing 5 Strategies and tactics to support an organization‟s overall online marketing objectives.
  • :: Building blocks of E-Retail :: Online Marketing :: SEO :: What ::Search Engine Optimization.1 What is SEO? Combination of activities that prepare website to get into higher ranks in the natural search. A snapshot of search results page Benefits of SEO:  Reach out to wider global audience  Position the brand and position it right!  Spread awareness and engage consumer.  Very cost effective marketing
  • :: Building blocks of E-Retail :: Online Marketing :: SEO :: Why ::SEO and PPC ( Dominance of Google )1 Pay Per Click Advertisements Pay Per Click Advertisements Search Engine Optimized Results. •Search engines is the first place of visit for information & discovery for customers. •Showing up higher in search results usually means more traffic and more business. •SEO gives a great marketing ROI in long term.
  • :: Building blocks of E-Retail :: Online Marketing :: SEO :: How ::SEO approach.1 SEO approach should be “end result driven” & “comprehensive” 1. 2. Keyword Research & On Site Strategy Optimization Internal, SEO Audit - Market and Structural & Competition Content analysis Analysis, A constant focus on Execution 3. what matters most – conversion and Site Outreach – Off Page revenues Optimization Increase page rank and traffic by reaching out to relevant sites Organic Visitors Higher Revenues
  • :: Building blocks of E-Retail :: Online Marketing :: SEO :: How ::1. Keyword strategy: Detailed keyword research, classification and execution plan.1 Keyword research Market research • Arrive at relevant keywords as per target audience & • Classify and drive activities internal strategy • Benchmark strengths and as per keyword buckets •Current product lines opportunities with market & •Keyword classification – competition Strategic, High Volume, Long •TG & demographic research •Most searched keywords on •Keyword competition analysis Tail, Virgin, Phrase site •Identity and leverage niche •Customized activities for each long tail opportunities bucket of keywords •Keyword density for top site pages •Keyword suggestions •Strategic keywords •Seasonal trends & it’s impacts Internal Keyword Research strategy Keyword classification & strategy Keyword classification Definition Strategy Strategic Keywords most relevant to my product lines and High density use in site elements, meta data, content along TG and with high search volumes with targeted off page activities High volume Keywords indirectly relevant to my product lines Very low density use in meta keywords along with broad and with very high search volumes targeting through off page activities Long tail Keywords relevant to my product lines and TG, Low density use in meta data along with broad targeting but with very low search volumes through off page activities Virgin Keywords relevant to my product lines and TG, High density in page content, medium density in meta data but with very low search volumes along with targetted off page activities; evaluate auto creation of pages specific to search queries Long search queries Phrase search queries (typically very high Evaluate auto creation of pages specific to search queries conversions) along with link building
  • :: Building blocks of E-Retail :: Online Marketing :: SEO :: How ::2. On Site Optimization: A “3 step” comprehensive process to optimize and index pages1 Step 1. Optimize most visited pages through customized “structure” and “content” 1 Page Title 2 URL Structure 3 Meta Keywords 4 Meta Description 6 Image Alt Tags 5 Key word density Step 2. Optimize long tail pages through a “page content” and “auto template” based fill Site Map submissions – create & manually submit XML site maps Step 3. to search engines
  • :: Building blocks of E-Retail :: Online Marketing :: SEO :: How ::3. Site Outreach – Off Page Optimization: Increase site authority & drive traffic from back links1 “8 step process” to create back links, to improve Page Rank & driving traffic 1. Directory Submissions (Site & Individual Pages). 2. Write and Maintain Blogs. 3. Comments on other Blogs, Groups, Forums. 4. Article Submissions. 5. Video Submissions. 6. Social Media & Bookmarks. 7. Image SEO. 8. Local SEO. A concerted drive to reach out to high authority and relevant sites with information on the website leading to • Increased authority of the site and Indexed pages to improve page rank • Increased traffic from links linking back to the site
  • :: Building blocks of E-Retail :: Online Marketing :: SEO :: Examples ::Good SEO work examples.1 Website is optimized to take 2 slots in the organic rankings.
  • :: Building blocks of E-Retail :: Online Marketing :: Pay Per Click :: What ::Google Pay Per Click Advertising.2 •Search engines and other websites, provide advertising listings on a per-mouse click basis. •These ads are sold in an auction. You bid what you want to pay for a click on the ad. •Bid the most and you have a chance of ranking number 1 in the sponsored results. •If someone clicks on your PPC listing, they arrive at your web site/ landing page & you are charged the bid amount.
  • :: Building blocks of E-Retail :: Online Marketing :: Pay Per Click :: Why ::Quick but very expensive traffic.2•Pay per click advertising can generate traffic right away:If folks are searching for the key phrases on which you bid and you‟ve placed a well-written ad, you will get clicks the moment the ad is activated.•Campaign- and issue-based traffic:If you have a short-term campaign for a new product, service or special issue, pay per click can be a great way to generate buzz. You cangenerally change the text of your ad in mid-campaign, so adjusting your message is easy. If you need to focus attention for a finite amount oftime, PPC is perfect.•Direct-response business:If you sell a product or offer a service that folks can purchase the moment they arrive at your web site, pay per click is a great tool. Online storesare a great example: You know that each click generated is a real potential customer, so spending money to increase the number of clicks makessense.•Niche terms:If you are trying to generate traffic for a highly specific keyphrase, PPC can often provide bargains. For example, you might not want to pay thetop bid for „bicycles‟, but „Landshark Bicycles‟ is probably a lot less expensive ($.10 per click as of this writing, actually). Used to test the proof of concept and get quick stats. Source: Portent.com
  • :: Building blocks of E-Retail :: Online Marketing :: Pay Per Click :: How ::PPC Campaign process.2 Integration Keyword Campaign into all Landing Bid Selection Ad Copy Optimizing Marketing Pages Optimization Programs • Keyword • Align copy to • Strategic • Analyze landing • Leverage research by keywords keyword page technology to category grouping. For opportunities maximize • Search Engine product type, efficiency • Ongoing A/B Optimization & • Match types city, area testing of • Utilize deep SEM to expansions & qualifying offers links as needed • Test different leverage review such as special • Budget bid positions for learnings rates and management best conversion • A/B test when • Search query seasonal offers. rates multiple landing report for • Group sections pages make keyword • Deeper A/B & content to sense • Adjust strategy inclusion & testing to establish by day-part, exclusion determine best organic themes geography, • Suggest content title, body copy demographic as additions • Site Placement and URL needed reports combination expansion & exclusion sites
  • :: Building blocks of E-Retail :: Online Marketing :: Pay Per Click :: How ::PPC Campaign critical processes.2 Keyword Selection Landing Pages Ad Copy
  • :: Building blocks of E-Retail :: Online Marketing :: Pay Per Click :: Examples ::Examples of Pay Per Click Advertising.2 Video Ads
  • :: Building blocks of E-Retail :: Online Marketing :: Social Media :: What ::Social Media Marketing.3 Social media marketing refers to the process of gaining website traffic or attention through social media sites. Source: Veronica Peng , Slideshare
  • :: Building blocks of E-Retail :: Online Marketing :: Social Media :: Why ::One of the many reasons.3 Social Media sites pointing to your site = MORE TRAFFIC.
  • :: Building blocks of E-Retail :: Online Marketing :: Social Media :: Why ::One of the many reasons.3Just to give you an idea of Facebook growth in India :In last 6 months alone Indian FB user base has grown by over 11 million (From 17 mln in Dec 10to 28 mln in Jun 11). Source: trak.in
  • :: Building blocks of E-Retail :: Online Marketing :: Social Media :: How ::The Social Media Universe.3 So many sites !!!. Where to start from ?
  • :: Building blocks of E-Retail :: Online Marketing :: Social Media :: How ::Social Media that matter in India.3 Initially targeting the above sites, should be enough.
  • :: Building blocks of E-Retail :: Online Marketing :: Social Media :: How ::Case Study: Facebook Marketing3
  • Facebook Marketing Pillars. The four pillars of facebook marketing.
  • Develop a Facebook virtual store app. • Usually a virtual store app would have many of the products available at the retailers online store showcased within the app. • Users can build their own products, share & discuss them with their friends. • Users can also have a choice to buy the products & checkout at the retailer‟s online store or in facebook itself.
  • Create a Fan Page for your business/product •A majority of online retailers have or plan to have a fan page on Facebook. •Fan pages, in addition to generating and raising your brand awareness, can be used for all kinds of sales promotions (with a bunch of links to product landing pages on your site). • Your fan page has to have dedicated people working on it and it needs to engage the customers on a regular basis to constantly remind them why exactly are they your fans.
  • Facebook Ads. •These are small ads that appear on the sidebar of the pages of your targeted audience. •Algorithms pair up your ad‟s keywords to those found on users‟ pages and displays them accordingly. •The good thing about these ads is that you can target anyone you want to.
  • Show up on Facebook Marketplace. •This is more of a classifieds/ eBay- like experience mostly for individuals, although some merchants are using it as well.
  • Integrate Facebook Connect on your online store. • Integrating Facebook Connect in an effort to combine the best of two worlds – online shopping and social networking – and enable their customers a collaborative shopping experience. • This is achieved by customers logging in on a retailer‟s site using their Facebook IDs – there they can view product reviews and get instant advice from family and friends in the process of making purchasing decisions.
  • Create an actual store inside Facebook. • Creating an actual store within the Facebook page is the ideal situation for selling your products and services. • It‟s one stop shopping for your customers without leading them on a wild goose chase of click this, click that or refresh the page to proceed. • They can get in and get out fast – which is a very attractive attribute to online shoppers
  • Facebook Engagement.
  • Basic Customer Engagement Strategies. 2. Test Their Knowledge 1. Ask Their Opinion 4. Thank Your Fans 3. Pair Promotions with Content
  • Strategy 1.Post Interesting & original comments.
  • Strategy 2.Tell your story.
  • Strategy 3.Offer your fans something special.
  • Strategy 4.Ask fans to invite their friends to become fans.
  • Strategy 5.Push your twitter and facebook channel on Facebook.
  • Strategy 6.Create an events page.
  • Strategy 7.Offer contests, coupons and sweepstakes.
  • Other Best Practices for customer engagement. • Measure and analyze your results to remain • Make your page interactive by asking consistent with improving your customer‟s questions in your posts. Facebook experience.• Mixing video testimonials in making content • Include the Share and Like buttons personal and building on the clients website to foster trust. sharing and make it easier for the customer to engage with the brand.• Always respond to comments quickly. • Include Facebook links and tags in• Post frequently to keep all of clients traditional media. content fresh. • Infusing your content with coupons, • Deal with negativity openly and discounts, even Service specials. clearly.
  • :: Building blocks of E-Retail :: Online Marketing :: Social Media :: Examples ::Highly Successful Facebook campaigns.3 Top Indian Brands on FacebookHere are the top ten consumer brand pages by Likes1. Coca-Cola: 34,511,5042. Starbucks: 25,446,8463. Oreo: 23,092,3914. Red Bull: 22,427,2545. Converse All Star: 20,780,0556. Converse: 20,141,0217. Skittles: 19,348,3178. Playstation: 17,420,0659. Pringles: 13,602,12810. Victoria‟s Secret: 15,343,727 Source : socialbakers.com
  • :: Building blocks of E-Retail :: Online Marketing :: Email Marketing :: What & How ::Email Marketing (Permission Based).4 • Promotion of Products and Services via Email • Lower Cost and More Flexible Than Direct Mail • Build, Retain and Strengthen Customer Relationships • Builds Brand-awareness Approach to Email Marketing Campaign Create Media Deliver Analyze Objectives Message Broadcast Performance • Sales • Text • Email • Open • Leads • Images • Link Codes • Click • Awareness • Audio • Buy / Action
  • :: Building blocks of E-Retail :: Online Marketing :: Email Marketing :: Why::Email Beats Search, Display Advertising.4•LOW COST.The advantage is the ability to distribute information to a wide range of specific, potential customers at arelatively low cost ,compared to other media investments such as direct mail or printed newsletters.•EASY TO TRACK.An exact Return on investment can be tracked and has proven to be high when done properly. Emailmarketing is often reported as second only to search marketing as the most effective online marketing tactic.•FASTIt is instant, as opposed to a mailed advertisement, an email arrives in a few seconds or minutes.•TARGETED AUDIENCE.Advertisers can reach substantial numbers of email subscribers who have opted in (consented) to receiveemail communications on subjects of interest to them Source: marketingcharts.com US
  • :: Building blocks of E-Retail :: Online Marketing :: Email Marketing :: Examples ::Email Marketing good examples.4 SUBJECT : Sandesh, Season of Sale on Myntra - Up to 50% OFF on 200+ Brands To view a web version of this message, click here Personalization Up to 50% Off on Footwear for Men & Women. Rs. 125 onwards. SHOP NOW Create Urgency Up to 50% Off on Accessories for Men & Women. Rs. 125 onwards. SHOP NOW High Quality Images Sharing To unsubscribe, click here Send this message to a friend. Opt out option
  • :: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing :: What ::Affiliate Detailed Process.5 The Affiliate displays your ads on the Websites in his network AFFILIATE TAKES COMMISION ON SALE /USER Comes across your ad LEAD as per contract.while browsing the internet. YOUR WEBSITE SALE / LEAD You fulfill the order received.
  • :: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing :: Why ::More exposure across the internet sphere.5 Your Ad on an affiliates site •By placing affiliate marketing advertising on websites all over the Internet, he has free advertising and doesnt need to do much selling on his own. •The more websites a merchant is affiliated with, the more exposure his products get, and all he has to do is allow ads for his products to appear on someone elses website.
  • :: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing :: How ::How does affiliate marketing work.5
  • :: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing :: Examples ::Affiliate Marketing management websites.5 National 1 National 2International 3
  • :: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing :: Examples ::Affiliate Marketing Commission Examples.5 Cookie Category Commission. Criteria Duration Cookie duration means that if the customer buys within x days of the site visit, the offer is still valid There are three ways in which affiliate marketing works: •Pay Per Click •Pay Per Sale •Pay Per Lead Example of a leading Indian Online Retailer
  • :: Building blocks of E-Retail :: Online Marketing :: Price Comparison :: What & Why ::Price Comparison Websites.5•On the internet, a price comparison service (also known as comparison shopping, shopping comparison, or price engine) allows individuals to see different lists of prices for specific products from different retailers at one place.•In this era of online shopping when more and more buyers are going online to make purchases, buyers use price comparison websites to compare the prices and features before making the purchase. Source: Wikipedia
  • :: Building blocks of E-Retail :: Online Marketing :: Price Comparison :: How ::Price Comparison Websites.5 There are three ways in which Price Comparisons work: •Pay Per Click •Pay Per Sale •Pay Per Lead List your products, deals, and services on TolMol so that ready-to-buy shoppers who visit TolMol can find your offerings and buy from you directly. Source: tolmol.com
  • :: Building blocks of E-Retail :: Online Marketing :: Price Comparison :: Examples ::Price Comparison Websites.5 Price Comparison sites for different categories.
  • :: Building blocks of E-Retail :: Online Marketing :: Multichannel Marketing :: What ::Online Multichannel Marketing.6 Brand Products Sell products on Multichannel to Increase Coverage and sales.
  • :: Building blocks of E-Retail :: Online Marketing :: Multichannel Marketing :: What ::International Multi-Channel.6 PRODUCTS. BRAND. Sell beyond Indian borders.
  • :: Building blocks of E-Retail :: Online Marketing :: Multichannel Marketing :: Why ::Get benefit of heavy user traffic on other websites.6 Source: Site ranked BY TRAFFIC. alexa.com Most retailers are using marketplaces & deals sites to offload their unsold inventory.
  • :: Building blocks of E-Retail :: Online Marketing :: Multichannel Marketing :: How ::How to sell on ebay.in6 Create a seller account on the marketplaces/ contact the admin and get going.
  • :: Building blocks of E-Retail :: Online Marketing :: Multichannel Marketing :: Examples ::Few sites where you can sell your inventory.6Wrangler. the Loot .selling its products on FashionandYou.com selling its products on ebay.in
  • 4 Fulfillment. 4 fulfillmnt Manage last mile order delivery and returns through robust “Fulfillment”
  • :: Building blocks of E-Retail :: Order Management & Fulfillment ::Most important aspects of fulfillment. Source: Nielsen Wire US 2011 Fulfillment is the key to Service
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::Goods movement post purchase. Stock supply to warehouse G Shipped to customer Vendor, C Supplier/ E Dropshipper, Mft. Direct supply Manufacturer No Is A B Stock Warehouse D Avl. H Yes G Shipped to customer Courier F Returns Efulfillment.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::A Order Allocator System: In Multi Vendor Environment Process •The order allocator system will decide where the order will be placed i.e to our own warehouse or to third party supplier based on a set algorithm. •This may depend on the order in stock in our warehouse or availability.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::B Warehouse Management System. Process •The warehouse management system will track the in‟s and out of inventory from the warehouse. •This system will work closely with the inventory management software. •Shipping labels to be generated for the packing team.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: Warehouse Mgmt System.::Ecommerce dedicated warehouses : USA.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::C Vendor Management System. Process •The vendor management system will track the activities of the vendor. •The vendor management team will have their frontend wherein they can track & update the status of the order with the vendor and monitor the vendors.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::D Inventory Management System. Process•The inventory management system will keep a check on the available inventoryat our warehouse.•Inventory with TP vendor can also be mapped in this system.•Returns data and replenishment will have to be integrated here.•The inventory management system will coordinate with thesupplier so that there are no “out of stock items” and requiredinventory is replenished on time.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::E Supplier Management System.Process•The supplier management system will track the supply from the manufacturer.•It should manage the inventory supply to our warehouse and make sure we haveenough stock on hand always for fulfillment.•The supplier management system is to be mapped with the inventorymanagement for this purpose of „Inventory Replenishment‟•We have to make provisions and arrangements of „Just in Time‟ delivery orderwith the supplier.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::F Courier Allocator System. Process•The courier management system will allocate the order to the specific couriercompany.•This system by decided logic will decide who will be the most cost effectivecourier for a particular order.• Data provided by courier companies. Eg price, destination pin codes, weight tobe mapped in this system for logic to work•This system will also be integrated with the „Order trackingsystem‟ to track orders.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::G Order Tracking System.Process•The order tracking system will track orders by Order ID.•This functionality has to be made available to the customer ,vendor& supplier management team as well as the customer support callcentre team who will be up to date with the current happenings of aparticular order.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: e fulfillment ::H Returns Management System. Process •The returns management system will manage the returns by the customer. •Returns authorization team will approve the returns / money back to the customer and will generate a return authorization number. •Returns inventory data mapping. •The system will work with the warehouse/ Third Party vendor to ship a replacement product or write off the order if the customer decides to get his money Back.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: Warehousing ::Ecommerce dedicated warehouses : USA. Video of Diapers.com warehouse in the main folder.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment ::Third Party Logistics Services for Ecommerce.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment ::Challenges to fulfillment from an Ecommerce Stand Point. Challenges: • Difficult to meet delivery commitments • Absence of Goods & Services Tax. • Complicated tax implications for shipping and delivering from various locations • Indian Postal Service (Largest coverage) is inflexible and mired in government procedures • Large section of vendors/courier partners are Fulfillment Cost Allocation SME‟s without end to end IT connectivity.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment ::Logistic Ecosystem: Do it yourself is the trend amongst Mass Retailers
  • :: Building blocks of E-Retail :: Order Management & Fulfillment ::E-commerce friendly courier companies in India. Aramex has a dedicated team just for Ecommerce and that is also visible on their website. BlueDart-DHL has dedicated a service for Ecommerce Initiatives. Both these companies also offer TPL as a part of the ecommerce business solution.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment ::E-commerce courier companies in India : Innovators. Chhotu.in only works for last mile logistics delivery for ecommerce companies.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: Innovators ::AMAZON PRIME: Shipping Innovation of the Decade
  • :: Building blocks of E-Retail :: Order Management & Fulfillment ::Packaging. Amazon Certified Frustration-Free Packaging Why put a box into a box ?? Amazon works directly with manufacturers to box products in Frustration- Free Packages right off the assembly lines, which reduces the overall amount of packing materials used.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: Packaging ::More Examples.
  • :: Building blocks of E-Retail :: Order Management & Fulfillment :: Packaging ::Lets took Pictures of all Indian Packaging we have: Still some way to go Myntra.com Flipkart.com
  • 5 Customer Service. 5 cust care Retain and assist customers through incredible “Customer Service”
  • Online Retail :: Online Retail Operations :: Building blocks of E-Retail ::5 Customer Support: The Objective
  • :: Building blocks of E-Retail :: Customer Service ::Reasons for Customer Support. • Feedback from Customers. • Orders over the phone. • Customer Care. • Vendor Management. • Goods Tracking. Customer service will be a differentiating factor between eTailers.
  • :: Building blocks of E-Retail :: Customer Service ::3 Famous Mediums of Customer Support. 2 Email 1Phone 3 Live Chat
  • :: Building blocks of E-Retail :: Customer Service :: Mediums of Customer Support ::Email.Pro‟s1. Cheap: Once you‟re online, there is little expense for setup & support.2. Easy to reference. Sent and received messages and attachments can be stored safely, logically and reliably.3. Easy to use. Sending and receiving messages is simple.4. Easy to prioritize. Incoming messages and different email ids can be prioritized.5. Fast. Email is by far in one of the the fastest form of written communication.6. Automation. It is possible to send automated emails with a certain text.7. Marketing. Other products can be advertised with emails.Con‟s.1. Legal issue on extensive email spamming.2. Lack of quick and fast service.3. Less social contact with people.4. Messages may be misinterpreted easily
  • :: Building blocks of E-Retail :: Customer Service :: Mediums of Customer Support ::Live Chat.Pro‟s1. Live: Real time customer connections that help businesses increase conversions and improve consumer experience.2. Multi-Task : Chat with several clients at once3. Instant Leads : You can ask for as much detail as you need to effectively service them Vendor Examples :4. Better First Impression : Visitors who get quick answers to their questions stay longer, buy more products, and show more confidence in your company5. Speak Their Language : Makes your communications quick, easy, and personal.6. Customer Feedback : Post-chat surveys availability.7. Real Stats. : Evaluate customers by learning their referring URL, IP address, geographic location, and entrance points.Con‟s.1) Difficult to use on a huge scale / order volume.2) Not having available staff during the published hours for live chat.3) Not having the right skills behind the live chat.4) Technology Issues in keeping the application running efficiently.
  • :: Building blocks of E-Retail :: Customer Service :: Mediums of Customer Support ::Phone.Pro‟s1. Business is handled by well trained (skilled) staff.2. Business is handled more economically & efficiently.3. Customer queries can be solved on a call. i.e. business is handled more conveniently (at least communication part).4. Products can be sold over the phone.5. It‟s the best medium to engage customers as you get 5-10 minutes of non distracted customer.Con‟s.1) Misuse of data by Call Centre employees.2) Bad image if the agents are not polite / helpful.3) Only Limited Services, can be extended, communication based.
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