What  US  retailers  
can  learn  	
from  
International  peers	
Yulia  V  Smirnova	
Founder  of  CommerceBrain.com  
	
eC...
Bit.ly/cb2014bk	
Rules  of  the  Game	
①  Share the lessons (3)
②  Have you come up with 2-3 ways
for your estore & hear y...
Bit.ly/cb2014bk	
Meet  Yebhi.com  $35M  
Bit.ly/cb2014bk	
Yebhi.com  Challenges	
①  Supply if eCommerce stores
outweighs demand
②  Aggressive discounting
③  Small ...
Bit.ly/cb2014bk	
①  Delivering  Customer  Service  	
•  CTO rate 52%
•  5K orders/day,
2.6K calls
•  70% after order
place...
Bit.ly/cb2014bk	
①  Delivering  Customer  Service  	
B.  First  Time  	
Response  	
?  
Bit.ly/cb2014bk	
①  Delivering  Customer  Service  	
B.  First  Time  	
Response  	
?  	
•  Target 98%
•  Before 73%, afte...
Bit.ly/cb2014bk	
How  Can  I    Introduce  More  
Productivity  In  How  I  Service?  
Bit.ly/cb2014bk	
①  What  US  eTailers  Can  Do	
ü Enable first time resolution ($200 value)
or use spot awards, contests...
Bit.ly/cb2014bk	
②  Randomize  Discounts  (Variable  
Conditioning)	
time  	
#  of  responses	
Fixed	
Ratio	
Variable	
Rat...
Bit.ly/cb2014bk	
How  We  React  To  Variability
Bit.ly/cb2014bk	
How  We  Behave  In  Variability
Bit.ly/cb2014bk	
How  We  Experience  Variable  
Rewards
Bit.ly/cb2014bk	
②  Randomized  Discounts  
(Variable    Conditioning)	
•  Email 2x per week vs. daily prior
with higher C...
Bit.ly/cb2014bk	
How  Can  I  Apply  Variable  
Rewards?    
Bit.ly/cb2014bk	
What  US  Peers  Can  Randomize	
ü Revisit the purpose of email (next
segmentation layer)
ü Use dynamic...
Bit.ly/cb2014bk	
③  Minimize  “Sunk”  Costs  of  
Cash  On  Delivery
Bit.ly/cb2014bk	
③  Minimize  “Sunk”  Costs  of  
Cash  On  Delivery	
a.  Replace follow up calls with
b.  Do not dispatch...
Bit.ly/cb2014bk	
③  Minimize  “Sunk”  Costs  of  
Cash  On  Delivery	
•  Before
o 3000 service
calls
o agents
cancel 300
o...
Bit.ly/cb2014bk	
③  Minimize  “Sunk”  Costs  of  
Cash  On  Delivery	
1.  Less returns
2.  Zipdial cancels the same
3.  No...
Bit.ly/cb2014bk	
Zip  Dial  Use  for  Customer  
Acquisition
Bit.ly/cb2014bk	
Zip  Dial  Use  for  Re-­‐‑Orders
Bit.ly/cb2014bk	
Zip  Dial  Use  for  Awareness
Bit.ly/cb2014bk	
ZipDial  Story	
•  What if I could replace ……?
•  Would not be great if I could do less
of ….
•  What sim...
Bit.ly/cb2014bk	
What  US  eTailers  Can  Do	
ü Subscriptions to SMS campaigns (new
audience US or if go international)
ü...
Bit.ly/cb2014bk	
Strategy  #  7    
(18  in  a  book)  
	
Scale  and  optimize  
eCommerce  operations  
through  more  pr...
Bit.ly/cb2014bk	
Bonus  	
•  Full Yebhi.com story –1 strategy
o http://bit.ly/NoPSPf
•  “Grow and Scale Your Online
Store ...
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Optimizing eCommerce Operations For Profit International Stories

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Optimizing eCommerce Operations For Profit International Stories

  1. 1. What  US  retailers   can  learn   from   International  peers Yulia  V  Smirnova Founder  of  CommerceBrain.com   eCommerce  consulting  for  online  shops (customer  acquisition,  conversion  and  estore  optimization)   Bit.ly/cb2014bk
  2. 2. Bit.ly/cb2014bk Rules  of  the  Game ①  Share the lessons (3) ②  Have you come up with 2-3 ways for your estore & hear your ideas ③  Show you my suggestions ④  Bonus
  3. 3. Bit.ly/cb2014bk Meet  Yebhi.com  $35M  
  4. 4. Bit.ly/cb2014bk Yebhi.com  Challenges ①  Supply if eCommerce stores outweighs demand ②  Aggressive discounting ③  Small audience that buys
  5. 5. Bit.ly/cb2014bk ①  Delivering  Customer  Service   •  CTO rate 52% •  5K orders/day, 2.6K calls •  70% after order placed, 30% before •  7.5 min per call A.  Call  To   Order  Ratio Online  content   +  One  click   answer  system   for  CSAs •  CTO rate 23% •  7K orders/1.6K calls •  Return rate 15% to 3% •  4 developers, 3m •  2.3 min per call
  6. 6. Bit.ly/cb2014bk ①  Delivering  Customer  Service   B.  First  Time   Response   ?  
  7. 7. Bit.ly/cb2014bk ①  Delivering  Customer  Service   B.  First  Time   Response   ?   •  Target 98% •  Before 73%, after 96% within 30 days
  8. 8. Bit.ly/cb2014bk How  Can  I    Introduce  More   Productivity  In  How  I  Service?  
  9. 9. Bit.ly/cb2014bk ①  What  US  eTailers  Can  Do ü Enable first time resolution ($200 value) or use spot awards, contests and performance based pay ü Bring personal and visual via tech to close on first call (video agent Whisbi) •  Do demo, close on the first time call •  B2B eCommerce (Ex. truck parts, professional equipment)
  10. 10. Bit.ly/cb2014bk ②  Randomize  Discounts  (Variable   Conditioning) time   #  of  responses Fixed Ratio Variable Ratio Fixed  Interval Variable  Interval
  11. 11. Bit.ly/cb2014bk How  We  React  To  Variability
  12. 12. Bit.ly/cb2014bk How  We  Behave  In  Variability
  13. 13. Bit.ly/cb2014bk How  We  Experience  Variable   Rewards
  14. 14. Bit.ly/cb2014bk ②  Randomized  Discounts   (Variable    Conditioning) •  Email 2x per week vs. daily prior with higher CTR & lift •  Opened resources for conversion testing and lift from 1.2 to 2.3 %
  15. 15. Bit.ly/cb2014bk How  Can  I  Apply  Variable   Rewards?    
  16. 16. Bit.ly/cb2014bk What  US  Peers  Can  Randomize ü Revisit the purpose of email (next segmentation layer) ü Use dynamic offers for foundation (CommerceScience) ü Spice up your loyalty programs
  17. 17. Bit.ly/cb2014bk ③  Minimize  “Sunk”  Costs  of   Cash  On  Delivery
  18. 18. Bit.ly/cb2014bk ③  Minimize  “Sunk”  Costs  of   Cash  On  Delivery a.  Replace follow up calls with b.  Do not dispatch non- committed Missed   Call   Free  incoming SMS
  19. 19. Bit.ly/cb2014bk ③  Minimize  “Sunk”  Costs  of   Cash  On  Delivery •  Before o 3000 service calls o agents cancel 300 orders o 2500 dispatched o 500 returns •  After o 300 service calls o Agents cancel 50, Zipdial cancels 500 o If 2500 dispatched o 200-250 returns
  20. 20. Bit.ly/cb2014bk ③  Minimize  “Sunk”  Costs  of   Cash  On  Delivery 1.  Less returns 2.  Zipdial cancels the same 3.  No loss of revenue 4.  Cost of delivery 50% savings (2X every time back) 5.  Only need 10% of agents
  21. 21. Bit.ly/cb2014bk Zip  Dial  Use  for  Customer   Acquisition
  22. 22. Bit.ly/cb2014bk Zip  Dial  Use  for  Re-­‐‑Orders
  23. 23. Bit.ly/cb2014bk Zip  Dial  Use  for  Awareness
  24. 24. Bit.ly/cb2014bk ZipDial  Story •  What if I could replace ……? •  Would not be great if I could do less of …. •  What similar technology or approach to ZipDial intro can I apply?
  25. 25. Bit.ly/cb2014bk What  US  eTailers  Can  Do ü Subscriptions to SMS campaigns (new audience US or if go international) ü Add virality to your other campaigns (claim free samples or contest) ü Push notifications or custom audiences FB retargeting for abandoned carts recovery
  26. 26. Bit.ly/cb2014bk Strategy  #  7     (18  in  a  book)   Scale  and  optimize   eCommerce  operations   through  more  productive   processes,  tech  and  systems Lesson     Introduce  productivity  and   operational  excellence  in   your  operations Yebhi  improved 1.  How  to  deliver  customer  service   2.  How  to  differentiate  discount   offers  with  variability  (psych) 3.  How  to  cut  sunk  costs  &  cooperate   with  customers •  Servicing  40%  more   orders  at  50%  costs   •  650%  down •  45%  down  2.5  years  
  27. 27. Bit.ly/cb2014bk Bonus   •  Full Yebhi.com story –1 strategy o http://bit.ly/NoPSPf •  “Grow and Scale Your Online Store To Profit” Kindle book o 15 stories, 228 tips, 67 lessons, 18 strategies framework, 92 site examples o yulia@commercebrain.com

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