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Unlocking the power of permission to grow your online sales online retailer conference - sydney sept 2011 - preso slides Presentation Transcript

  • 1. Unlocking the power of Permission to grow your online salesJeremy Glass Online Retailer ConferenceManaging Director Tuesday Sept 27, 2011Permission Sydney, Australia
  • 2. Revolution: Running shoes!   Stormed the market in 1972 aimed at supporting the heel and propelling people forward!   Created bad habits and made our feet weak.
  • 3. Heel and toe is a no, no, no!   Runners shouldn’t be landing on their heels!   10%* increase in Achilles tendon blowouts since the 70s * Source: Dr Craig Richards, a researcher at the University of Newcastle in Australia, as outlined in a 2008 article in the British Journal Of Sports Medicine
  • 4. !   Time to get back to basics and run how we were born to run!   On the front of our feet!   Join the revolution!
  • 5. Online retail’s 3 biggest challenges!   Building without a plan!   Silly behaviour - price!   Technology challenges
  • 6. 1. Building without a plan Documented strategic Plan?
  • 7. 1. Building without a plan “Only 35% of retailers have a documented strategic plan” Business of retail 2011 report BRW and AMP Capital
  • 8. Online Retail’s 3 biggest challenges!   Building without a plan!   Silly behaviour - price!   Technology challenges
  • 9. 2. Silly behaviour - price
  • 10. http://www.allthedeals.com.au
  • 11. 2. Silly behaviour - price!   Solution – creating ‘value’ and differentiating the customer service experience: !   Get to know your customers for greater relevance: •  High value – VIP experiences, no need to discount! •  Lower value – Repeat purchase stimulation. •  Service satisfaction – Manage detractors, leverage Promoters / Advocates.
  • 12. Unlocking The Power of Permission Adore Ambassador Permission Level Advocate Love Referral Referral Social advocacy Like Fan Desire Customer Relevance Remarketing Interact Visitor Prospect Earning Aware permission Suspect Relationship Knowledge & Value
  • 13. Parklife Ticket for $7,000 “The Worlds Most Ridiculously Expensive Ticket” as requested through Facebook
  • 14. Online retail’s 3 biggest challenges!   Building without a plan!   Silly behaviour - price!   Technology challenges
  • 15. 3. Technology? All too hard!   Problem: Technology limitations and frustrations!   Solution: Low cost, easy to integrate solutions •  Grow sales •  Create greater consumer engagement •  Improve efficiencies
  • 16. Unlocking The Power of Permission Adore Ambassador Permission Level Love Advocate Referral Like Fan Desire Customer Relevance Remarketing Interact Visitor Earning Prospect permission Aware Suspect Relationship Knowledge & Value
  • 17. 3. Technology solutionsIntegrated emailWelcome programsPurchase within 30 days ofregistration will significantlyincrease chance of repurchaseand overall lifetime value Source: Forrester Research 
  • 18. 3. Technology solutionsIntegrated emailWelcome programsPurchase within 30 days ofregistration will significantlyincrease chance of repurchaseand overall lifetime value Source: Forrester Research 
  • 19. 3. Technology solutionsIntegrated emailCart Abandonment programs Cart abandonment 50% – 60% – 70%? Source: Forrester Research 
  • 20. 3. Technology solutionsIntegrated emailCart Abandonment programs Source: Forrester Research 
  • 21. 3. Technology solutionsIntegrated emailCart Abandonment programs Only 17% of top 500 online retailers run CAP’s Silverpop Source: Forrester Research 
  • 22. Unlocking The Power of Permission Adore Ambassador Permission Level Love Advocate Referral Like Fan Desire Customer Relevance Remarketing Interact Visitor Earning Prospect permission Aware Suspect Relationship Knowledge & Value
  • 23. 3. Technology solutions Merchandising and recommendationsMore relevant offers that increaseconversion rates, average order value and improve overall user experience 29
  • 24. 3. Technology solutionsMerchandising andrecommendations 30
  • 25. 3. Technology solutionsMerchandising andrecommendations “62% of consumers say they value recommendations when shopping” “When deployed, recommendation engines drive 2-20% of sales” 31
  • 26. 3. Technology solutionsMerchandising andrecommendations Up to 30% increase in sales per visitor depending on usage & industry. 32
  • 27. 3. Technology solutionsRemarketing and Cart Abandonment Programs combined
  • 28. Unlocking The Power of Permission Adore Ambassador Permission Level Love Advocate Referral Fan Social advocacy Like Desire Customer Relevance Remarketing Interact Visitor Aware Prospect Suspect Relationship Knowledge & Value
  • 29. 3. Technology solutions Twritter Social engagement programs Referral Social advocacy
  • 30. So….!   Assess smart, lower cost technology!   Differentiate price, value and customer experience offering!   Build on your plan
  • 31. Our journey to multi-channel
  • 32. Planning!   Our process to get a product sold on the internet and to a customer !   Pre-planningMultiple team members working to the best of their Always a happy customer ability, yet in an unfocused, unorganised fashion
  • 33. Planning !   Our process to get a product sold on the internet and to a customer !   Post-planning Operations Social Media Reputation Management SEO/SEM E-mail Marketing Organised teams focused on specific capabilities Always a happy customerApplied to specific on-line businesses with clear objectives
  • 34. “Price, Price, Price”?
  • 35. “Price, Price, Price”? Attentio n Action Interest Desire
  • 36. “Price, Price, Price”? Adore Ambassador Permission Level Love Advocate Referral Like Fan Customer Relevance Desire Remarketing Interact Visitor Earning permission Aware Prospect Suspect Relationship Knowledge & Value
  • 37. Technology!   We know we need to stay ahead of the trends !   What is next, how do we engage and transact
  • 38. So….!   Assess smart, lower cost technology!   Differentiate price, value and customer experience offering!   Build on your plan
  • 39. Download our free whitepaperTop Ten Tips for SuccessfulOnline Retail Marketingwp.permission.com.aujeremy.glass@permission.com.au@permission_syd