By Justus Wilde05 Dec 2012                  © 2012. All rights reserved.
Amblique Intro• Full service eCommerce consultancy    strategy, build, retail practice, marketing• Demandware reseller for...
Agenda• The opportunity• Who is making it big in Australia?• Consumer similarities & differences• Traffic drivers for fash...
The Opportunity                  © 2012. All rights reserved.
The Opportunity • Australia             • 22 million people             • 67.5% of the population aged 15-64             •...
The Opportunity • Australia             • 22 million people             • 67.5% of the population aged 15-64             •...
The Opportunity • Australia             • 22 million people             • 67.5% of the population aged 15-64             •...
The Opportunity • Australia             • 22 million people             • 67.5% of the population aged 15-64             •...
The Opportunity • Australia             • 22 million people             • 67.5% of the population aged 15-64             •...
Search Volumes of the Top Fashion Keywords • 11 million searches per month of top 25 keywords • 22m vs. 4.3m people (5x au...
Who is Making itBIG in Australia?                    © 2012. All rights reserved.
International Retail  Of the top 100 Apparel Sites • 27% of Australians   browsing internationally • 4% shopped with NZ  ...
Big NZ Brands Searched on Google AustraliaSource: Google  13                                     © 2012. All rights reserv...
EziBuy.com.au •     Localised site (.com.au) •     AUD & no GST •     Local phone numbers •     Local returns  For Austra...
EziBuy.com.au (cont.)                  How does EziBuy’s traffic differ between AU and NZ?Source: Hitwise  15             ...
Consumer Similarities    & Differences                    © 2012. All rights reserved.
Where are Australians Shopping?Source: Hitwise  17                               © 2012. All rights reserved.
Where are New Zealanders Shopping?Source: Hitwise  18                                  © 2012. All rights reserved.
Mobile Adoption Madoption has been much more prevalent in AU than NZ (limited dataset)Source: Google Analytics  20        ...
Purchasing Behaviour • Averaged / ranged data set across some of our clients • AU has a much higher AOV once you factor in...
Traffic Drivers for Fashion                  © 2012. All rights reserved.
Traffic sources•        Sample 40+ major fashion brands•        On average up to 87-89% traffic & revenue is brand aware• ...
ShopStyle • 38th most trafficked apparel site in AU • Great for product discovery, not just brand driven • Cost Per Click ...
Affiliates        Publisher       drives traffic                           Lands on your       to their site              ...
Click Frenzy • Yearly event, big press coverage • Four fashion clients took part • Drove approx. 20k visits per client ove...
Optimising the Cart                      © 2012. All rights reserved.
Typical Path for Conversion• What can we do to optimise each step?     Home                Product                  Thank ...
Home Page Best Practices  Acquisition should be designed not to land on home page • Ensure home page content is consisten...
Category PagesUse intelligent sort order based on sell-thru & other parameters tomaximise revenue per product pageviewFact...
Category Pages (cont.) • Merchandised categories like “favourites” drive conversion • 21% higher page value than categorie...
Category Pages (cont.) • Aim is to help users find product   as quickly as possible • Guided navigation users are   62% mo...
Product Pages• Calculate your product sell-thru by style • What is the conversion rate per unique pageview of a product?• ...
Product Pages (cont.) • Product videos drive conversion by 155%+ over site avg. • Collection videos only generate minimal ...
Product Pages (cont.) • Use automated tools to ups-sell   and cross sell such as   Barilliance or Certona • >2x increase o...
Cart Page• Make it mobile friendly    • Cart abandonment almost always higher on smartphones• Have persistent and transpor...
Cart Page (cont.)                                                                      Email sent w/cartVIP visits & logs ...
Cart Page (cont.)• Upsell    • Using product recommendations engines which evaluate the         cart’s contents• Triggered...
Next Steps:Selling Across the Ditch                     © 2012. All rights reserved.
Selling Across the Ditch• Technology     • Use a multi-tenanted platform that can run your .co.nz and       .com.au     • ...
Localisation• Have local currency, phone numbers & return address• Customer support hours should match purchasing times42 ...
Summary•    AU Opportunity is big•    Mobile is very important in A•    Local currency & support•    Acquisition is costly...
What have we been up to?Amblique 2012 show reelwww.youtube.com/watch?v=0DjvfkUZsXk44                                    © ...
Thank you for     watching     Justus Wilde     Online Strategy Director     jw@amblique.com45                            ...
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Nz Online Fashion Success 2012

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Presentation at inaugural DHL Fashion Success event in Auckland 5-Dec-2012

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  • http://www.digitalbusiness.gov.au/2012/08/02/more-australian-businesses-getting-online-latest-abs-statistics/
  • http://www.digitalbusiness.gov.au/2012/08/02/more-australian-businesses-getting-online-latest-abs-statistics/
  • http://www.digitalbusiness.gov.au/2012/08/02/more-australian-businesses-getting-online-latest-abs-statistics/
  • http://www.digitalbusiness.gov.au/2012/08/02/more-australian-businesses-getting-online-latest-abs-statistics/
  • http://www.digitalbusiness.gov.au/2012/08/02/more-australian-businesses-getting-online-latest-abs-statistics/
  • 6x search volume even though population size difference is only 5x
  • So next I want to talk about the digital fashion customer and the trends we have seen in recent years
  • Add in how did they do itCountry specific site in own currency etc2 sites? Delivery etcAnything they do differently to make it work in ausWhere are sites hosted do they use a cdn if in nz?
  • Easy for NZ companies to target us Same language Sorry but better exchange rateNo gst?? And customers package not held up unless >1000 valueQuick deliver- need to check how expensive it is was a bitcostly now cheapre
  • Easy for NZ companies to target us Same language Sorry but better exchange rateNo gst?? And customers package not held up unless >1000 valueQuick deliver- need to check how expensive it is was a bitcostly now cheapre
  • So next I want to talk about the digital fashion customer and the trends we have seen in recent years
  • So next I want to talk about the digital fashion customer and the trends we have seen in recent years
  • 62% more likely to convert based on Glue Store 2011
  • 62% more likely to convert based on Glue Store 2011
  • That client was APG. Both Sportscraft and SABA had conversion rates over 2x the site avg.
  • Glue Store had a per visit value of a site search user2.8x site wide in Nov-12
  • Beef up what they should do add in what channels should they useAs well what the successful os (other than NZ) are doing to increase their slice of the Australian market – use info from tsunami presso
  • Based on Glue Store over a 4 month period (Aug – Nov)
  • Beef up what they should do add in what channels should they useAs well what the successful os (other than NZ) are doing to increase their slice of the Australian market – use info from tsunami presso
  • Beef up what they should do add in what channels should they useAs well what the successful os (other than NZ) are doing to increase their slice of the Australian market – use info from tsunami presso
  • Now before we conclude I wanted to share some blogs and sites we frequently read. Many of you would be using these already but they are a good source of information.
  • Nz Online Fashion Success 2012

    1. 1. By Justus Wilde05 Dec 2012 © 2012. All rights reserved.
    2. 2. Amblique Intro• Full service eCommerce consultancy strategy, build, retail practice, marketing• Demandware reseller for AU/NZ• Fashion focused – 35 brands in AU/NZ• Est 1999 – 65+ consultants• Joined STW Group in 20122 © 2012. All rights reserved.
    3. 3. Agenda• The opportunity• Who is making it big in Australia?• Consumer similarities & differences• Traffic drivers for fashion• Optimising the cart• Next steps3 © 2012. All rights reserved.
    4. 4. The Opportunity © 2012. All rights reserved.
    5. 5. The Opportunity • Australia • 22 million people • 67.5% of the population aged 15-64 • Online orders reached A$188.7bn in 2010-11 • Up A$46bn year on year • UK and US players with 20% AU visit market share • New Zealand • 4.3 million people • 66.2% of the population aged 15-64Source: eConsultancy 5 © 2012. All rights reserved.
    6. 6. The Opportunity • Australia • 22 million people • 67.5% of the population aged 15-64 • Online orders reached A$188.7bn in 2010-11 • Up A$46bn year on year • UK and US players with 20% AU visit market share • New Zealand • 4.3 million people • 66.2% of the population aged 15-64Source: eConsultancy 6 © 2012. All rights reserved.
    7. 7. The Opportunity • Australia • 22 million people • 67.5% of the population aged 15-64 • Online orders reached A$188.7bn in 2010-11 • Up A$46bn year on year • UK and US players with 20% AU visit market share • New Zealand • 4.3 million people • 66.2% of the population aged 15-64 34% of these shop apparelSource: eConsultancy 7 © 2012. All rights reserved.
    8. 8. The Opportunity • Australia • 22 million people • 67.5% of the population aged 15-64 • Online orders reached A$188.7bn in 2010-11 • Up A$46bn year on year • UK and US players with 20% AU visit market share • New Zealand • 4.3 million people • 66.2% of the population aged 15-64Source: eConsultancy 8 © 2012. All rights reserved.
    9. 9. The Opportunity • Australia • 22 million people • 67.5% of the population aged 15-64 • Online orders reached A$188.7bn in 2010-11 • Up A$46bn year on year • UK and US players with 20% AU visit market share • New Zealand • 4.3 million people • 66.2% of the population aged 15-64Source: eConsultancy 9 © 2012. All rights reserved.
    10. 10. Search Volumes of the Top Fashion Keywords • 11 million searches per month of top 25 keywords • 22m vs. 4.3m people (5x audience) • 6x search volume of NZSource: Google 10 © 2012. All rights reserved.
    11. 11. Who is Making itBIG in Australia? © 2012. All rights reserved.
    12. 12. International Retail  Of the top 100 Apparel Sites • 27% of Australians browsing internationally • 4% shopped with NZ companies:Source: Hitwise 12 © 2012. All rights reserved.
    13. 13. Big NZ Brands Searched on Google AustraliaSource: Google 13 © 2012. All rights reserved.
    14. 14. EziBuy.com.au • Localised site (.com.au) • AUD & no GST • Local phone numbers • Local returns  For Australians visiting EziBuy.com.au: • Great engagement – 9m 50s time on site • Strong retention – 75% of visits are returningSource: Hitwise 14 © 2012. All rights reserved.
    15. 15. EziBuy.com.au (cont.) How does EziBuy’s traffic differ between AU and NZ?Source: Hitwise 15 © 2012. All rights reserved.
    16. 16. Consumer Similarities & Differences © 2012. All rights reserved.
    17. 17. Where are Australians Shopping?Source: Hitwise 17 © 2012. All rights reserved.
    18. 18. Where are New Zealanders Shopping?Source: Hitwise 18 © 2012. All rights reserved.
    19. 19. Mobile Adoption Madoption has been much more prevalent in AU than NZ (limited dataset)Source: Google Analytics 20 © 2012. All rights reserved.
    20. 20. Purchasing Behaviour • Averaged / ranged data set across some of our clients • AU has a much higher AOV once you factor in exchange rates Metric .co.nz .com.au AOV Averaged NZ$82 A$89 Items per cart 1.4 1.4 Conversion 0.4-1.1% 0.5-2.2%Source: Google Analytics 21 © 2012. All rights reserved.
    21. 21. Traffic Drivers for Fashion © 2012. All rights reserved.
    22. 22. Traffic sources• Sample 40+ major fashion brands• On average up to 87-89% traffic & revenue is brand aware• Organic unbranded best case ~20% traffic driver = ~15-20% revenue• Stocked brand keyword convert better E.g. “Lee Jeans” vs. “jeans” Source Traffic Revenue Direct 36% 33% Referral 5% 8% Organic branded 23% 29% Organic unbranded 3% 2% Paid branded 3% 7% Paid unbranded 1% 1% EDM 27% 18% Social 2% 2%Source: Google Analytics 23 © 2012. All rights reserved.
    23. 23. ShopStyle • 38th most trafficked apparel site in AU • Great for product discovery, not just brand driven • Cost Per Click model • 70% higher conv. rate than site avg. • But 4% lower AOVSource: Hitwise & Google Analytics 24 © 2012. All rights reserved.
    24. 24. Affiliates Publisher drives traffic Lands on your to their site site Visitor clicks Purchases on ad/editorial • Commission based – pay only when someone buys • 70% higher conv. rate than site avg. • Will only generate 5-10% (ASOS drove this to 25%)Source: Google Analytics 25 © 2012. All rights reserved.
    25. 25. Click Frenzy • Yearly event, big press coverage • Four fashion clients took part • Drove approx. 20k visits per client over 2 days • 18% higher conv. rate than site avg. • But avg. order value -10%Source: Google Analytics 26 © 2012. All rights reserved.
    26. 26. Optimising the Cart © 2012. All rights reserved.
    27. 27. Typical Path for Conversion• What can we do to optimise each step? Home Product Thank page Page You Page Category Cart Page Page28 © 2012. All rights reserved.
    28. 28. Home Page Best Practices  Acquisition should be designed not to land on home page • Ensure home page content is consistent with all comms • Content from EDMs • Collections you are pushing in PR and advertising • Strong call to action • Home page banners have a 81% higher conversion rate than site avg.Source: Google Analytics 29 © 2012. All rights reserved.
    29. 29. Category PagesUse intelligent sort order based on sell-thru & other parameters tomaximise revenue per product pageviewFactors driving conversion Impressions• Range & relevance• Stock (i.e. SKU coverage)• Consistent photography• Rich Media Clicks• Interactivity • Quick look • In context purchasing for Sales collections/looks30 © 2012. All rights reserved.
    30. 30. Category Pages (cont.) • Merchandised categories like “favourites” drive conversion • 21% higher page value than categories such as dresses, tops, etc.Source: Google Analytics 31 © 2012. All rights reserved.
    31. 31. Category Pages (cont.) • Aim is to help users find product as quickly as possible • Guided navigation users are 62% more likely to convert – make it relevant • Sort order – consider different rules for different categories i.e. new arrivals vs. saleSource: Google Analytics 32 © 2012. All rights reserved.
    32. 32. Product Pages• Calculate your product sell-thru by style • What is the conversion rate per unique pageview of a product?• Are people not finding products or not buying them? • ISNOS, weighted inventory, SKU coverage, content analysis33 © 2012. All rights reserved.
    33. 33. Product Pages (cont.) • Product videos drive conversion by 155%+ over site avg. • Collection videos only generate minimal conversion increasesSource: Google Analytics 34 © 2012. All rights reserved.
    34. 34. Product Pages (cont.) • Use automated tools to ups-sell and cross sell such as Barilliance or Certona • >2x increase over site wide conv. rate from visitors using product recommendationsSource: Google Analytics 35 © 2012. All rights reserved.
    35. 35. Cart Page• Make it mobile friendly • Cart abandonment almost always higher on smartphones• Have persistent and transportable carts, i.e. • Cart is remembered on your laptop for X days • If you login on your iPad, it merges your cart from other devices • 25-30% of visits are mobile on Australian fashion sites• Implement cart abandonment remarketing • Via EDM for contactable visitors such as See Why or Barilliance • Or display advertising for anonymous visitors such as Criteo36 © 2012. All rights reserved.
    36. 36. Cart Page (cont.) Email sent w/cartVIP visits & logs in Adds items to cart Leaves the site User clicks & buys items • Cart abandonment emails minimise abandonment • Emails average 48% open rate • 14% conversion • It’s a numbers game and only works with scaleSource: Barilliance & Google Analytics 37 © 2012. All rights reserved.
    37. 37. Cart Page (cont.)• Upsell • Using product recommendations engines which evaluate the cart’s contents• Triggered live chat such as Live Person for high value customers • Customers dropping out during checkout • High cart value visitors • VIP customers• Answer common questions • Shipping costs, delivery times, return policies, etc.38 © 2012. All rights reserved.
    38. 38. Next Steps:Selling Across the Ditch © 2012. All rights reserved.
    39. 39. Selling Across the Ditch• Technology • Use a multi-tenanted platform that can run your .co.nz and .com.au • Use Content Delivery Network (CDN) for images • Be smartphone & tablet friendly• Leverage existing market places whilst you build brand awareness • eBay, Westfield, ShopStyle, SEO, AdWords, Comparison Shopping Engines, etc.• Leverage GST benefits • Most fashion is under the $1k threshold to pay Australian GST41 © 2012. All rights reserved.
    40. 40. Localisation• Have local currency, phone numbers & return address• Customer support hours should match purchasing times42 © 2012. All rights reserved.
    41. 41. Summary• AU Opportunity is big• Mobile is very important in A• Local currency & support• Acquisition is costly – you need to build a brand• Make every visit count – data is the key43 © 2012. All rights reserved.
    42. 42. What have we been up to?Amblique 2012 show reelwww.youtube.com/watch?v=0DjvfkUZsXk44 © 2012. All rights reserved.
    43. 43. Thank you for watching Justus Wilde Online Strategy Director jw@amblique.com45 © 2012. All rights reserved.

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