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Multi-Channel eCommerce Best Practice Primer



Just last week our very own Luke Hilton spent an entertaining evening with the PowerRetail.net team at its inaugural Our very own Luke Hilton presented this slide deck during the ‘Plugged In’ live ...

Just last week our very own Luke Hilton spent an entertaining evening with the PowerRetail.net team at its inaugural Our very own Luke Hilton presented this slide deck during the ‘Plugged In’ live networking event held at . The night was hosted by Grant Arnott and Luke has the entertaining task of "live" critiquing a number of user submitted eCommerce websites.



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    Multi-Channel eCommerce Best Practice Primer Multi-Channel eCommerce Best Practice Primer Presentation Transcript

    • Some facts about the Playhouse Digital Team:
      Sydney based Multi-Channel Retail (MCR) Agency
      Collectively over 15 years in retail
      Luke Hilton – Online Retail Specialist
      Luke Goldsworthy – Buying and Ranging Specialist
      Andrew Wong – Marketing and Promotions
      Battle hardened through real world experience
      We know eCommerce – Responsible for Dick Smith Australia 2007-2009
      We just don’t build a pretty website
      Focus on life after launch, community, and sales growth
      Help you optimise your eCommerce and fulfilment
      We leverage your biggest assets i.e. Stores & Catalogues
      Hand picked selection of technology partners with a retail focus...
      Introducing Playhouse Digital
    • * Some clients worked on in partnership with other agencies
      Our Clients
    • 10 Minute “Best Practice”Primer
    • Improving Online Customer Experience
      Online Customer Experience is all about automation,brand expectation, and ease.
      Know your customer journey. What makes yourcustomers tick?
      Understand the stages that affect their experience
      Search, navigation, point of purchase, deliveryreturning a product, calling for support
      Where are the customer touch points?
      Be a customer and complete your end to end path to purchase
    • Examples of Poor Customer Experience
      Incorrect product information or pricing
      Website said SKU was in stock, but it actually wasn’t
      Poor/hard search paradigms
      Data corruption
      Fulfilment issues
      Delivered damaged
      Excess charges
      Customer service was poor or just didn’t care
      Customer service didn’t know who I was or my order history
      A poor customer experience reflects poorly on your brand not just
      the business unit responsible for the part of the puzzle.
    • Examples of Good Customer Experience
      Intuitive navigation
      Automated follow up call or email
      Great IA and usability, things where they should be
      Accurate product offer
      Easy online to offline experience
      Delivered my knew TV to my home, brought inside, installed, trained me and then took away the packaging
      Word of mouth is a powerful thing. Deliver a positive customer experience and reap the rewards
    • What is Multi-Channel Retail?
      Multi-Channel Retail means expanding the ways for customers to engage and trade with you. This goes beyond a store to include such things as a website, email comm’s, mobile devices, call centre's, self-service kiosks and/or mail. An integrated multi-channel solution means linking some or all of these channels to provide a consistent brand experience, contextual to each channel.
      Develop these channels in silo’s and risk a poor Customer Experience.
      Image Source: Hybris
    • Rolling out Best Practice
      Building an eCommerce website is not difficult. Ensuring you provide a “best practice” experience across your website is the path to good customer experience.
      The following sections detail some tips in regards to “best practice” across the following areas:
      Product Info
      Search and Navigation
      Merchandising and Marketing
      Basket and Checkout
      Customer Account Management
      Customer Communication
      Help and Static Content
      Store Integration
    • Product Info
      All of the following need to be consideredat product level:
      Product information
      Marketing spiel
      Key features
      Detailed specifications
      Stock status
      If out of stock when is it back in stock?
      Fulfilment cost
      Price / Saving / Discount
      Product Images (multiple)
      Rich Media: video / 360 view / Zoom
      Cross promotional cross-sell / up-sell
      Educational content
      User Generated Product reviews
      Image Source: Bigw.com.au
    • Search
      Products to consider: SLI Systems / Fred Hopper
      All of the following need to be considered:
      Search should offer suggestions
      Should include faceting
      Search results need to be sorted by different criteria (price / relevance)
      Should cover both product and non product information
      Include User Generated Product rating
      Number of search results found
      Display helpful page when no results are found
      Great opportunity for merchandising based on search term
      Source: Walmart.com
    • Navigation
      Products in consideration set: SLI Systems / Fred Hopper
      The following should be considered:
      Primary / Tertiary navigation
      Distinct and consistent locations
      Visual difference
      Guided navigation with sort and refine
      By Brand
      By Colour
      By Price
      Faceting should be category related
      Source: Toysrus.com
    • Promotional Intelligence
      Consider the following :
      Up-sells with higher margin
      Cross sell related accessories e.g. TV + compatible cable
      Bundle a loss leader with high marginattachments
      Coupons and Discount Codes
      Out of stock? Alert system for back in stock or serveup an alternative
      Side by side product comparison
      User Generated Product Review
      What do my peers think?
      Assists with decision making
      Source: Officeworks.com.au
      Products to consider: Hybris / Magento
    • Basket
      Consider the following with your basket and checkout functionality:
      Add products to basket from multiple pages e.g. Home Page, Category Landing Page, Search Results, Product Page
      Contents of basket clearly displayed
      Including product images for easy recognition
      Easily update content e.g. Quantity / Delivery Address / Billing Address
      Promotional messages to grow basket size...
      Spend $X and qualify for free delivery
      2 for 1
      Gift with purchase
      Display related products for cross-sells and up-sells
      Warm and fluffy reassuring messages e.g. Safe, secure, returns info, delivery information
      Image source: Dicksmith.com.au / BigW.com.au
    • Checkout
      Consider the following with your basket and checkout functionality:
      Clearly see number of steps to completion
      Personal details > Delivery details > Payment details > Summary > Confirmation
      Always show progress indictor to completion
      Uncluttered design
      Closed checkout – Limit the opportunities to lose them
      Allow customer to change their details from within the checkout
      Quick and simple checkout process prevents drop out and increases conversion
      Allow customer to complete registration as part of the checkout process
      Flexible payment options
      Image source: BigW.com.au
    • Self Service Account Management
      Consider the following to assist your customer in managing their account:
      Simple to register
      Simple to login
      Simple to update details
      Personal details
      Delivery details
      “Remember Me” to streamline login
      Clear “opt-in” and “opt-out”
      See order history
      See current order status
      Track delivery
      Ability to cancel an order
      Ensure you put thought into data capture for future segmentation and targeting opportunities
      Image Source: Brandsexclusive.com.au
    • Email Marketing
      Consider the following to assist your Email Marketing:
      Batch and blast is old skool, segmentation and dynamic content is what’s cool
      Retail Email Marketing opens a world of opportunities:
      Targeted communications with relevant offers
      Trigger based emails
      You bought a TV. Email goes out 1 week later asking you if you want the warranty
      Birthday cards
      Email two weeks after purchase asking customer about their experience and to rate the product
      Email confirmations with cross sells
      Dropped baskets
      Send to friend functionality
      Social Network Sharing functionality
      Image Source: Brandsexclusive.com.au
      Products to consider: ExactTarget
    • Static Content
      Static content may not be the coolest part of your site, but is great for keeping your customer on your site and boosting conversion.
      Consider the following kinds of static content for your website:
      Buying Guides
      Geek Speak
      “How to” guides
      Expert and peer reviews
      Case studies
      Ensure you put your customer hat on and ask yourself...what
      information would I need at this point in the journey.
      Once you have this content then ensure it’s linked to the right products and pages!
      Image Source: Clivepeeters.com.au
    • Store Integration
      Your stores are your biggest asset and what you invest most heavily in.
      Consider the following to assist your online promotion to offline conversion:
      Buy online pick up in store
      Check in store inventory at product level
      Have an easy to use Store Locator integrated with mapping
      Include routing
      Tailor site content around customer location e.g. Check stock at Glebe
      Image Source: Toysrus.com
    • Tactics – The User Experience
      Products in consideration set: SLI Systems, BazaarVoice, ExactTarget
      What makes a retail outlet great? Why do you buy that brand…? From that store…? From that person….?
      It’s generally not the price. Compete on more.
      Understand your brands intentions and replicate them online.
      How do your communication tactics communicate your communication message?
      Email: Dynamic content, complex automated segmentation, targeted promotions, auto responders, and social integration
      Social Media: Share tools, forums, product support, recommendations, social platforms, technical support
      Architecture: Search paradigm, faceted navigation, product selection, product offer or structure
      Content: Product specs, product location, activation, compare tools, cross promotions, up-sell, and cross-sell
    • Take home messages
      If you don’t know what your customer wants then ask them!
      If they buy something then follow up, thank them and ask about their experience.
      Recognise your brand advocates and treat themlike the special people they’re.
      Best practice, means you’re ahead of the gameand therefore you already a half way there!
    • Questions and Next Steps?
      Luke Hilton
      Online Retail Specialist
      E.  luke@playhousedigital.com
      M. +61 424 107 780