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Onsite vs Offsite eCommerce?

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How to Use Distributed Commerce to Maximise Conversion and Deliver Revenues from Social, Affiliate & Display Networks

How to Use Distributed Commerce to Maximise Conversion and Deliver Revenues from Social, Affiliate & Display Networks

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Onsite vs Offsite eCommerce? Onsite vs Offsite eCommerce? Presentation Transcript

  • Onsite vs Offsite eCommerce? How to Use Distributed Commerceto Maximise Conversion and Deliver Revenues from Social, Affiliate & Display Networks Neil McClements, Merchenta © Merchenta – www.merchenta.com
  • About Merchenta• Merchenta intelligently engages consumers with the right merchandise at the right time – across social, affiliate and display networks.• Our on-demand behavioural merchandising platform helps retailers maximise consumer engagement, increase conversion rates and reduce merchandising costs.• Merchenta is a division of Fintech Consultants, an award winning technology consultancy, based in London UK – Clients include : • Vodafone : retail kiosk/EPOS solution in 200+ UK stores • Post Office : online self-service broadband/telco eCommerce solutions (8,000 branches + 2,000 call centre agents) • BT : white-labelled eCommerce solutions (>GBP 400m revenue) – Plus many others... • Orange, Channel Five, BBC, Channel Four, Barclays Capital• Contact us : hello@merchenta.com © Merchenta
  • Traditional “Onsite” eCommerce © Merchenta
  • Roll up! Roll up! © Merchenta
  • Roll up! Roll up! © Merchenta
  • Roll up! Roll up! © Merchenta
  • Roll up! Roll up! © Merchenta
  • But after all that effort... % © Merchenta
  • There is another way...Distributed Commerce • Bring the store to the consumer – wherever they are online • Treat consumers as individuals – with their own preferences • Reduce purchase friction by enabling ‘offsite’ purchases direct from the page • Encourage consumer participation to share, refer, engage others • Integrated, joined-up approach to onsite eCommerce, social commerce & affiliate marketing © Merchenta
  • The Rise of Social Commerce • Massive retail opportunity – Facebook >500 million active users – 50% are daily users/~6 hours/day~ – UK 44.2% penetration+ • ‘Social Shopping’ – People trust friends’ advice$ – Average user has 130 friends* • Profile + product = relevance – Using behavioural merchandising • Consumers under-served today – 25% didn’t know social commerce was possible#Sources~ Nielsen, Aug 2010 / + Inside Facebook, Aug 2010$ GlobalWebIndex, Jan 2011 / * Facebook, Feb 2011# Lightspeed Research, Oct 2010 © Merchenta
  • Case Study : Pia Jewellery Conversion compared to... • Organic : up 95% • PPC : up 214% • Email : up 236% Facebook MiniStore • Branding : ~15 minutes • Curation : ~30 minutes • FB Setup : ~10 minutes © Merchenta
  • Innovations in Affiliate Marketing • Performance marketing is win-win – How best to integrate channels? • Fresh, engaging creative essential – Dynamic IAB-compliant creative • Affiliate friendly, simple setup – Embed and forget, self-optimising • No product feed? – With behavioural merchandising, no problem! • Use analytics for insight – Tune & refine campaigns in real-time © Merchenta
  • Case Study : Pia Jewellery • Concurrent affiliate campaigns • Range of expandable IAB-compliant units – Skyscrapers, Banners, IMUs, etc – Curated & dynamic (behavioural merchandising) units – Network : Affiliate Future © Merchenta
  • Behavioural Merchandising• Treat consumers as individuals – Respectful, one-to-one marketing – Anonymised with opt-out/opt-in• Anticipate consumer behaviour – Deliver the right product to right consumer at right time• How does it work? – Consumer behaviour/psychology – Product characteristics – Location etc• Relevant, timely offers improve consumer experience © Merchenta
  • Distributed = Onsite + Offsite • Distributed commerce improves reach & sales – Across social media, affiliate & display networks • On-page commerce reduces friction, engages consumers – Ideal for impulse purchases • Simple setup drives uptake – With or without product data feeds • Distributed == joined-up – Unified marketing & technology strategies essential © Merchenta
  • Maximise Conversion • Dynamic spurs engagement – Ensure creative always up-to-date, offers are relevant • Behavioural merchandising drives conversion – One-to-one, personalised marketing to the “98%” • Combine channels to optimise acquisition costs – eg Onsite + performance marketing across social, affiliate, display • Use analytics to test & tune © Merchenta
  • Thank you! © Merchenta