eCommerce - More Visitors, More Customers, More Sales
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eCommerce - More Visitors, More Customers, More Sales

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Slides from a presentation giving an overview of ecommerce for small and medium businesses including Distribution, Customer, Service, Accounting, SEO, Social Media and Web Analytics.

Slides from a presentation giving an overview of ecommerce for small and medium businesses including Distribution, Customer, Service, Accounting, SEO, Social Media and Web Analytics.

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  • UK’s largest online-only fashion and beauty Store 10 Years ago 3 employees now 1000 employees Camden Town fulfill out of Hemel Hemstead 223 million sale 313/2010 8.3 million unique visitors a monith 3.0 million registered users.
  • VAT 100 = VAT return EC Sales List = supplies to other EU VAT registered Businesses (Zero Rated) Instrastat – EU Sales over £250,000
  • Home DIY Work and Office

Transcript

  • 1. eCommerce More Visitors! More Customers! More Sales!
  • 2. Presented by
    • Philip Oakley
    • Outserve Limited
    • http://uk.linkedin.com/in/philoakley
    • http://outserveweb.com
    • http://facebook.com/outserveweb
    • http://twitter.com/outserveweb
  • 3. Agenda
    • Distribution, Customer Service & Accounting
    • Online Payments
    • Multi-Channel Strategies
    • SEO and Social Media
    • Web Analytics
  • 4.
    • Coffee Break 11.15
    • Wrap up 12.50
  • 5. Aim
  • 6. Definition - eCommerce
    • Commonly known as eCommerce or   e-commerce , consists of the buying and selling of products and services over electronic systems such as the Internet and other computer networks. 
    • - http://en.wikipedia.org/wiki/Electronic_commerce
  • 7. Examples
    • General goods – Books, CD, DVD’s Toys
    • Food, Perishables
    • Live Animals
    • Services - Online
    • Services - Physical
    • Digital Products
    • Mesh Products
  • 8. Digital Products
    • Software/apps
    • In App Purchases
    • Music/Audio (Podcasts)
    • Video/TV/Vidcast
    • Training Materials
    • E-books
    • Stock Photo/Video
  • 9. Mesh Products
    • Do not rely on ownership
    • Shared Physical/Digital Products
    • Examples
      • LoveFilm
      • Spotify
      • Streetcar (Zipcar in the US)
      • Safari Books online
  • 10.  
  • 11. Selling
    • Website eCommerce solution
    • Proprietary system – Shopify
    • Open Source – Magento
    • Open Source CMS plugins WordPress, Drupal, Joomla
    • Integrated System
      • SME - BrightPearl WinWeb
      • Enterprise – Oracle, SAP, IBM
  • 12. eCommerce UK Growth
    • 54% of UK consumers buy online today
    • Forrester predicts that online shoppers will increase from 31m today to 40m in 2014
    • UK online shoppers outspend EU and USA counterparts
  • 13. How much is the UK eCommerce Market worth?
  • 14.  
  • 15. DISTRIBUTION
    • Distribution, Accounting and Customer Service
  • 16. Distribution
    • Storage
    • Stock Control
    • Wrapping/Packing
    • Delivery
      • UK
      • Europe
      • Rest of the World
    • Lost and Returned
  • 17. Shipping - SWOT
    • FREE!
    • International
    • Options
    • Make it clear
    • Threats
      • Royal Mail strikes
      • Weather
      • International issues
  • 18.  
  • 19. Free Postage
    • Critical customer decision factors
    • Build it into costings
    • Offer FREE ‘low cost’ option
    • Avoid over charging criticism
    • ‘ Minimum Order Value’ - increase sales
    • Offer Premium delivery as well
    • International Postage is cheap
    • ‘ Free Postage’ club – e.g. Amazon Prime
    • Multiple orders (offer quantity discounts)
  • 20.  
  • 21. Delivery Services
  • 22. Parcel Point
  • 23. CUSTOMER SERVICE
    • Distribution, Accounting and Customer Service
  • 24. Customer Service
    • More important not less
    • User Friendly Site
    • Clear Polices
    • Shipping Terms
    • Good photos (not misleading)
    • FAQ’s
    • Shopping Experience
  • 25. When things go wrong
    • Put a Name/Voice/Face to customer service
    • Speed of response
    • Apologise/take responsibility
    • Social Media/Networks
    • These are your customers
  • 26. What should be on an eCommerce website BY LAW RECOMMENDED
  • 27. 7 Customer Service Tips
    • Call your customer and Thank Them
    • Include a hand written ‘Thank You’ note
    • Upgrade shipping for free
    • Refund the postage with voucher
    • Include something free (sample)
    • Include a printed coupon
  • 28. ACCOUNTING
    • Distribution, Accounting and Customer Service
  • 29. Accounting
    • All UK Tax Laws apply to UK businesses
    • All UK law applies to exports
    • All relevant laws apply in country of destination
    • VAT threshold £70,000 12 months
    • VAT100, EC Sales List, Intrastat
    • Exports outside of the EU (CN22/23)
  • 30. Customs declaration completed for all:
    • Outside the EU
    • BFPO (British Forces)
    • Also
      • Channel Islands- Jersey, Guernsey, Alderney, Herm and Sark
      • Andorra
      • Canary Islands
      • Gibraltar
      • San Marino
      • Vatican City State
  • 31. Under £270 – CN22
  • 32. Over £270 – CN23
  • 33.  
  • 34. Components of eCommerce
  • 35. Accounting System Integration +++
  • 36. ONLINE PAYMENTS
  • 37. Online Payments
    • Visa/Master Card/Amex
    • PayPal
    • Google Checkout
    • SagePay
    • RBS WorldPay
  • 38.
    • PayPal is not a UK Bank
    • Headquartered in Luxemburg
    • Covered by Luxembourg Finance regulations
    • Frozen accounts are common
    • Seller protection
    • Buyer Protection
  • 39. Tips – online payments
    • Know your fees
    • Know your terms
    • Understand your customer
  • 40. What payments do people use?
  • 41. MULTI-CHANNEL SELLING
  • 42. Marketplaces you can sell on?
  • 43.
    • Launched 1995 (UK 1998)
    • Launched Market Place 2000 (UK 2002)
    • Has sites in US, UK, France, Germany, Japan, China Canada
    • Sells to even more countries
    • Amazon A-Z guarantee
    • Sales 2010 $34B (2009 $25B)
    • Christmas ¼ increased 36% 2009-2010
  • 44.
    • Amazon Marketplace
    • Manage the whole online purchase process
    • Including payment
    • Amazon Fulfilment -Stock, Pick, Pack, Wrap, Deliver
    • Amazon Fulfilment -Customer service
    • Feedback system
  • 45. Amazon Stores
  • 46.  
  • 47.  
  • 48. Amazon Fees (December 2010)
    • Set Monthly store fee £28.75
    • Listings are free
    • DVDs/Books/CD’s – 17.5% of sale + small fee
    • Everything else is 8.05%-28.75%
    • Standard 17.5%
    • No payment charges
    • Amazon Seller Central:
    • https://sellercentral.amazon.co.uk
  • 49. Self Publish on a Kindle
    • 70% Royalty – Price £1.49-£6.99
    • 35% Royalty – Price £0.75-£120.00
    • Delivery cost 10p per mb
    • Kindle for :
      • Kindle
      • iPad, iPhone, iPod touch, Mac,
      • Blackberry, and Android
      • Kindle Publishing - https://kdp.amazon.com/
  • 50.
    • “ We seek to be Earth’s most customer-centric company for three primary customer sets: consumer customers, seller customers and developer customers.”
  • 51.
    • Launched 1995 UK 1999 (Now in 37 countries)
    • 14 million active users UK
    • 10 million items for sale
    • Auctions in decline
    • eBay re-inventing itself
      • Fixed Price
      • Outlets
      • Attracting business large and small
    • 20% Growth in Businesses in 2010
  • 52.  
  • 53.  
  • 54.  
  • 55.  
  • 56. eBay fees (+PayPal fees)
    • Basic eBay Shop – 14.99 per month
    • Insertion fee of 20p per item
    • Up to 49.99 @ 9.99%
    • £50 – 599.99 @ 5.99%
    • Over £600 @ 1.9%
    • PayPal
    • 3.4% + £0.20 GBP per transaction
    • Ebay Business Centre –
    • http://pages.ebay.co.uk/businesscentre
  • 57. Amazon vs eBay Fees
    • Depends on your products
    • And business style (e.g. volume)
    • Amazon can suit better
      • high volume / high rotation
    • eBay can suit better
      • high price / low rotation
  • 58. Marketplaces
    • Strategy/ Branding
    • Offer
      • Quick route to market
      • Stock Holding + Shipping + Customer Service
      • Easy margin calculations
      • Integration to back office software
      • Massive audience (UK & Worldwide)
    • Downsides
      • Very price competitive
      • Race to the bottom
  • 59. Other Marketplaces
    • Overstock
    • Etsy/Folksy
    • Play.com
    • Pixmania
    • Rakuten
    • PriceMinsiter
    • ASOS
    • Facebook (Marketplace, Etsy, Ebay, Payvment )
  • 60.  
  • 61. And in Summer 2011
  • 62. Local/Coupons
    • Groupon – Local Bulk Deals
    • Vouchers Codes
    • Clicks and Mortar
    • Milo (Not currently in the UK)
  • 63.  
  • 64. SEO- SEARCH ENGINE OPTIMISATION
    • SEO and Social Media
  • 65. Own Search Box
    • 43% of visitors to online retail sites
    • said the very first thing they do is type the product name or product category into the sites search box  
    • (Source: Marketing Sherpa).
  • 66. Tips for own search box
    • Make the search box stand out
    • Make it big (enough)
    • Give a suggestion of how they might search
    • Auto completion can help
    • Review your search terms
  • 67. Search Engine Optimisation - Google
    • 90% of UK search
    • 90% European Searches
    • 99% Mobile Search
    • Organic listing
    • Google Shopping listings
    • Google Image listings
    • Ad Words
      • Own
      • Via eBay/Amazon
  • 68. Google Results
  • 69. Google Organic Search
  • 70. Google Ads
  • 71. Google Shopping results
  • 72. Google Shopping
  • 73. Google Images
  • 74. Google Shopping results
  • 75. SOCIAL MEDIA
    • SEO and Social Media
  • 76. Social Media
    • Facebook – 573m users (28M UK)
    • More than 50 million Tweets per day
    • eCommerce Businesses need a presence
    • Off Site (Facebook page)
    • On Site Integration
    • ‘ Social Shopping’
    • ‘ Social CRM’
    • Advertising on Social Sites
  • 77.  
  • 78.  
  • 79.  
  • 80.  
  • 81. LinkedIn – Product and Services Page
  • 82.  
  • 83. WEB ANALYTICS
  • 84. What can Web Analytics tell us?
    • How many visits your site is getting?
    • What location visitors are coming from ?
    • How they got to your site?
      • Search engine
      • Facebook/Twitter etc
      • Direct
    • What pages do they look at?
    • Did they BUY anything?
  • 85. eBay Analytics
  • 86. eCommerce Analytics
  • 87. eCommerce Analytics
  • 88. Web Analytics and Adsense
  • 89. Customer Tracking
    • Did the visitor leave without buying?
    • Where did the visitor leave?
    • Why did the customer leave?
    • Goals
    • Funnels
  • 90.  
  • 91. Future - Mobile
  • 92. Actions
    • Selling Online?
    • Multi- Channel Strategy?
    • On-site search review?
    • Google search optimisation
      • Upload to Shopping
      • Google Adwords
    • Analytics (Google Analytics)