Class 02 e-Commerce and Success Factors

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Present นี้เป็น 1 ใน 12 Course ที่ผมสอนเมื่อปีที่แล้ว(2556) มีการปรับนิดหน่อย ว่าด้วยเรื่อง eCommerce, รูปแบบต่างๆของ eCommerce,การปรับใช้รูปแบบ eCommerce กับธุรกิจของเราเอง การทำ ecommerce ให้สำเร็จ และ Case Studies อ่านจะมีเนื่อหาเก่าบ้างตามสมัย

สำหรับเนื้อหาการสอน 12 ครั้ง มีตั้งแต่การเรื่องการวางแผนงานดิจิทัล e-commerce จนถึงการนำไปใช้และวัดผล อาจไม่ครบถ้วนเนื่องจากในการสอนมีการบรรยายนอกเหนือสไลด์ด้วย
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This presentation was my 2nd Class (1 of 12 my courses) for every companies that I was both a consultant and in-house lecturer last year(2013). It was used for the last company that I taught last year. It might be updated due to its time. The content included eCommerce, types of ecommerce, How to be success in eCommerce, and case studies.

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Class 02 e-Commerce and Success Factors

  1. 1. 1 By Somkiat Lilitprapun(Kroo BOY) 2013 Digital Marfketing Course Day 2 – e-Commerce (25/09/2013) This photo was taken from ICC (Last Customer in 2013)
  2. 2. E-Commerce ?? Buying & Selling of product or service over electronic systems such as the Internet and other computer networks “ก F ก F internet F F”
  3. 3. e-Commerce Models E-Classified E-Catalog Online Shopping MARKET PLACE Auction Daily Deals Flash Sales Subscription Collaborative Commerce Next Generation Market Place Social Bookmarking Mobile Commerce Reference : http://www.slideshare.net/AnnaPietka/e-commerce-new-business-models-14291829
  4. 4. E-Classified 4 F F F ˈ ก F F F : F F F : F ก F
  5. 5. E-Classified 5
  6. 6. E-Catalog 6 F F F F : F FF ก : ก ก ก F F ก
  7. 7. E-Catalog
  8. 8. Online Shopping ˈ F F digital F F ก F F ก F
  9. 9. Online Shopping “BUY”
  10. 10. Online Shopping 10 “ Check Out and Pay ”
  11. 11. Online Shopping 11
  12. 12. e-Market Place 12 Online Shopping Plaza F ʽ Platform F ʽ F F F F F F ʽ F : ʽ F : F customize F F F F F ก F
  13. 13. e-Market Place 13
  14. 14. Online Auction 14 F ก ก ก F F F F F F : + : ก F F F F F F
  15. 15. Online Auction 15 Kiddingme.com
  16. 16. Daily Deal(Horizontal Deal) F ก ก F ก ก กก F ก
  17. 17. Daily Deal 17 Ensogo.com
  18. 18. Daily Deal 18 yesijoin.com
  19. 19. Daily Deal 19
  20. 20. Flash Sales Time-Limited Branded Goods/Service ( ก ) F F F ก ก F F FFF F F F Fก ก F Fก ก ก ก ˈ
  21. 21. Flash Sales Sites
  22. 22. Flash Sales
  23. 23. Flash Sales 23
  24. 24. Flash Sales 24
  25. 25. 10 Differences bet Daily Deal & Flash Sales 25 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Openness: Daily Deal is open for all; Flash Sales is by invite-only Geography: Daily Deal is local; Flash Sales is national Type of Product: Daily Deal is virtual voucher; Flash Sales is physical product Hold of Inventory: Daily Deal hold No inventory; Flash Sales does Cash Flow: Daily Deal receives cash up front, then pay out over 90 days; Flash Sales pay out cash for products, then earn back when the products are sold 'Instantly' Consumable: Yes for Daily Deal; No for Flash Sales Scarcity: Time-based for Daily Deal; Quantity-based for Flash Sales Suppliers: Small merchants for Daily Deals; Large brands for Flash Sales Value Proposition to Supplier: Get new customers for Daily Deal; Sell post-peak inventory for Flash Sales Brands: Relatively unknown for Daily Deal; Exclusive brand names for Flash Sales
  26. 26. Flash Sales 26
  27. 27. Subscription F ก ˈ F F F F F F ʾ
  28. 28. Subscription
  29. 29. Subscription
  30. 30. Subscription 30 www.shoedazzle.com
  31. 31. Subscription 31
  32. 32. Subscription 32
  33. 33. Subscription
  34. 34. Subcription 34
  35. 35. Subcription 35
  36. 36. Subcription 36
  37. 37. Subcription 37
  38. 38. Subcription 38
  39. 39. Subcription 39
  40. 40. Subcription 40
  41. 41. Subcription 41
  42. 42. Subcription 42
  43. 43. Subcription 43
  44. 44. Subcription 44
  45. 45. Subscription 45
  46. 46. Social Bookmarking F User F Shop F : F ก ก ก F F Collection Consumer Behavior & Interests F
  47. 47. Social Bookmarking
  48. 48. Collaborative eCommerce F ก F Sharing Items) ˈ กF ก (membership-based
  49. 49. Collaborative eCOmmerce
  50. 50. Next Generation Marketplace ˈ ก F ก F Social Networking F F
  51. 51. Next Generation Market
  52. 52. Next Generation Market
  53. 53. Mobile Commerce F ก F Mobil Catalog Mobile Shopping etc Mobile F Smart Phone ,Tablet
  54. 54. Mobile Commerce
  55. 55. Mobile Catalog 55 F F F F : F ʽ F F : ก ก ก F F ก
  56. 56. Mobile Catalog 56
  57. 57. Mobile Catalog 57
  58. 58. Mobile Shopping 58
  59. 59. E-Commerce Models
  60. 60. OneKingsLane.com
  61. 61. Groupon
  62. 62. Ideeli.com
  63. 63. Shoedazzle
  64. 64. Lelepets.com
  65. 65. Lelepets.com
  66. 66. Dealwagger.com
  67. 67. Dealwagger
  68. 68. Model Selection
  69. 69. INCREASE ROI IN E-COMMERCE
  70. 70. Consumer Decision process
  71. 71. E-Commerce Value Chain
  72. 72. Zero Moment of Truth(on phone) “ก ก F F F Fก F F ก F ก F F F ก F ”
  73. 73. Stimulus
  74. 74. ZMOT
  75. 75. FMOT
  76. 76. POST PURCHASE
  77. 77. Video : ZMOT trailer http://www.youtube.com/watch?v=UmM9qfzfzhw
  78. 78. Video : ZMOT trailer 78
  79. 79. ZMOT Explanation http://www.youtube.com/watch?v=g40rrWBx2ok
  80. 80. ZMOT in automotive http://www.youtube.com/watch?v=IIFBwIAdpu4
  81. 81. ZMOT in automotive http://www.youtube.com/watch?v=IIFBwIAdpu4
  82. 82. Heat Study
  83. 83. More about ZMOT http://www.zeromomentoftruth.com/assets/files/Z MOT_Handbook.pdf http://www.zeromomentoftruth.com/
  84. 84. Major Process of Business - Pre-Sale Selling Post-Selling
  85. 85. Pre-Sales : stimulus&ZMOT Target ˈ Branding F / Product Search & Selection – > F ก กF Inventory – F ก ก On our Warehouses > F On supplier Warehouse > F F supplier F F ก F (Drop Shipment) > F F supplier F F F F F ก F Customer Process Preparation - ก ก ก ก
  86. 86. Pre-Sales Payment > Bank Tranfer > 7-11 Counter Service > Smart Card/purse > Credit Card > Paysbuy > Paypal > COD (Cash on Delivery) > Credit F ก Credit > F Shop > F Shop Shop
  87. 87. Pre-Sales Fullfillment > COD by company messenger > COD by delivery Agent/Companies > Pay and Pick > Post Office
  88. 88. Pre-Sales Before and After Sell Service Policy > F F F 1 > Return Policy > ก F Prospects .... >
  89. 89. Pre-Sales Website Design > Home Page – FOCUS F ก > Product Detail – LONG Page Info + Recommendation + wishlist + customer review > Shop with ease > F ก 10 F F F detail > F Detail ก F ก SEO Detail ก กF ˆ F ก F /ก F / ˈ F Language ?? ก Log in F FB TWT .... Share Button Product Detail
  90. 90. Example – Step 1
  91. 91. Example – Step 2
  92. 92. Example – Step 3
  93. 93. Example – Step 4
  94. 94. Example – Step 5
  95. 95. Website Design http://ecommercegallery.com/
  96. 96. Website Design
  97. 97. Pre-Sale Back-End System Update Content System : Product F Grouping/Category F Order notification Customer Database F F ก ก F ก F Order Status Reporting System Sales Report by day , by customer , by products, delivery method, order status Product Report by sales , Moving Summary Sales, Product,Customer Report Google Analytics Monitoring Tool
  98. 98. Pre-Sale Promotion Daily Weekly Email Facebook Ads Facebook Pre-Order Facebook Commerce > PAGE > Bento f-Commerce Co Partner F Daily Deal Websites ʽ F Brand Awareness F tarad.com, weloveshoppings
  99. 99. Pre-Sale Promotion Event F Offline PAY and Pick Event eMail Existing Member SEO PPC + LANDING Page Campaign Display and Video Advertising Facebook Page & Ads Twitter Other Social Media eg. Instagram Affliate Program Contests F F F ก ก Fก F F ก F debit card 10%
  100. 100. ก F
  101. 101. Daily Email
  102. 102. Bento
  103. 103. Lnwshop 103
  104. 104. Amazon Associate
  105. 105. Open Source Magento (www.magentocommmerce.com ) Joomla Commerce ( http://extensions.joomla.org/extensions/e-commerce ) oSCommerce Virtuemart (Extension Joomla http://extensions.joomla.org/extensions/ecommerce/shopping-cart/129 ) Shoptify
  106. 106. Magento – Paul Smith
  107. 107. Joomla Commerce
  108. 108. Shoptify
  109. 109. First MOT - On Site Sale ก F F F F F F ก ก F F Promotion F > กก F 5000 F > Star Buck order xxxx ก F Site Upsell – 1 ก1 Crosselling – F Top 5 Product Top 5 Product F Category
  110. 110. First MOT - On Site Sale ก ก Point Reward 1000 ( F ) ก xxx per order F . . (Happy Hour) F Offer F - F F ก ก F ก
  111. 111. Success Factors Clear Brand Positioning/value proposition Creditability Price Competitive Quality Competitive Beyond Expectation Service Pre : eg website itself, matched products etc During : easy to use After : exact time delivery, good call center
  112. 112. ก F
  113. 113. ก F
  114. 114. 10 Reasons why not buying? 1 – 56% F F F (Unexpected Costs) ก 2 – 37% F ก F ʽ F ก F F 3 – 36% F F 4 – 32% 5 – 26% F ก F ก F F F F F (Just Browsing) F F F ก F (Found a better price elsewhere) F ก (Overall Price expensive)
  115. 115. 10 Reasons why not buying? F 6 – 25% F กF F F กก F ก ก F 7 – 24% F ก Error ก ก ก F (Website crashed) ( 8 – 21% ก ก ก (Process was taking too long) 9 – 18% ก F F กก ก F F 10 – 17% ก F F F (Concerns about payment security) Source : WorldPay Global research project exploring consumer attitudes towards online shopping
  116. 116. Other Reason “not buy” 116 They want it now – ก F ! Your website sucks on their device – They don’t trust your site – F You don’t sell what they want – F Your customer service is lousy – ก Source : brw.com F F ก F F F
  117. 117. SMOT – ONLINE CRM Create “Customer Loyalty” and “Advocate” LATER
  118. 118. Tony Hsieh Founded 1999 Reason to Found “ Footwear in the US is a 40 billion dollar market and 5% of that is already being sold by paper mail order catalogs ”
  119. 119. Success of Zappos 1999 – shoesite.com – Minimal Revenue Late 1999 – Shoesite.com >> zappos.com (zappatos) 2000 – Rev 1.6 million US dollar ( 67 F – currency rate 2000 – 42bht/$) 2008 – Rev 1 Billion US Dollar (34,000 F – currency rate 2000 – 32bht/$) 2009 – Amazon Zappos Business Model : Loyalty Model & Relationship Marketing Promote via “WOM”
  120. 120. 10 Value to success of Zappos Deliver WOW Through Service ( F Service WOW) F ก F Embrace and Drive Change ( F ก Create Fun and A Little Weirdness ( F ) ก ก F ) Be Adventurous, Creative, and Open-Minded ( ʽ Pursue Growth and Learning( F Fก ก F F ก F) F ) F ก Build Open and Honest Relationships With Communication(ก ʽ กF Fก ) Build a Positive Team and Family Spirit ( F F F Do More With Less ( F F Be Passionate and Determined ( F Be Humble ( F F F F ) F กก ) ) F ก )
  121. 121. “ ก e-Commerce “ F F ‘e’ F F F ‘Commerce ’” ˈ F กF F F ก F F ก”
  122. 122. ENDS – DAY 2 By Somkiat Lilitprapun(Kroo BOY) F Consult in-house training Email boysomkiat@hotmail.com Line : maximumboy

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