CREATING A TOTAL E-COMMERCE ADVANTAGE #2 – Going Live: Total E-Commerce Execution March 23, 2010
Today’s Presentation INTRODUCTIONS About the Magento Company About One Pica ONE PICA PRESENTATION The second in our 3-part series, “Creating a Total E-Commerce Advantage” Today’s topic: Going Live: Total E-Commerce Execution QUESTIONS + ANSWERS
Magento, Inc. FOUNDED
Recently changed company name to “Magento”
KEY FACTS AND FIGURES:
$25 Billion in Transactions
150k+ Community Members
Over 2,000 extensions through MagentoConnect
MAGENTO ENTERPRISE EDITION
Unique features that drive online revenue for merchants
SLA Based Support
Warranty & Indemnification
“MAGENTO IS THE WORLD’S FASTEST GROWING ECOMMERCE PLATFORM.”
Marketing + Technology Agency
Strategic Insights + Positioning
Brand Architecture + Identity
Creative Vision + Design
Experiential, Digital + Traditional Marketing
Technology Assessment + Integration
E-Commerce + Custom Web Applications
Analytics + Performance Tracking
Our Total Company Philosophy Market-based but operationally driven We focus on how technology connects your total company to your customers – and vice versa
Part 2 of Our Three-part Series A master plan for organizing, integrating and designing the key elements of a successful e-commerce site A methodology to help you think like your users/customers
It’s Like Building a House… 1. A Strategic Approach To E-Commerce 2. Going Live: Total E-Commerce Execution 3. E-Commerce Advantage: Staying One Step Ahead PLAN IT BUILD IT INVITE YOUR FRIENDS!
Today’s Focus 1. A Strategic Approach To E-Commerce 2. Going Live: Total E-Commerce Execution 3. E-Commerce Advantage: Staying One Step Ahead PLAN IT BUILD IT INVITE YOUR FRIENDS!
Plan It - Recap At the end of this phase you have a strategic master plan: Create linkages between marketing, sales and operations through your online channel Define requirements and understand the complexity of the project at every level before implementation begins Evaluate the current technology environment and successfully integrate it with a new e-commerce platform Establish goals, objectives, metrics and a realistic project plan and how to recognize opportunities at every step 1. A Strategic Approach To E-Commerce PLAN IT
Going Live Making the Right Decisions
According to Forrester: TRANSACTION “Typical e-commerce initiatives concentrate on maximizing conversion rates and minimizing service costs.” BRAND “Typical on-line brand-building efforts require stand-out creativity to differentiate a product or service from its competitors.” The Forrester Wave: Interactive Marketing Agencies – Web Design Capabilities, Q2 2009
True Success You can do both BRAND + TRANSACTION = SUCCESS
The One Pica Approach
Parallel: Client Priorities
Phase 1 Operations review Total Branded Experience Multiple Touch Points Expect The Unexpected Internal AND External Work Flows
E-Commerce = Total Branded Experience YOUR COMPANY YOUR CUSTOMERS
End-to-End Fulfillment Process Online Purchase What happens after the sale can often take the most time to build YOUR COMPANY YOUR CUSTOMERS
Consider All Customer Touch Points Billing Production Warehousing Customer Service Delivery/Pack Slips Finance + Accounting YOUR COMPANY YOUR CUSTOMERS Advertising Email Campaigns Newsletters Social Media Affiliate Networks Brick + Mortar E-Commerce Site Coupons Point-of-sale
Example: Avalara Tax Extension Need: Our client realized that they weren’t equipped to calculate the appropriate sales tax for every state and town A new national e-commerce channel meant additional work for Finance & Accounting We developed a custom Magento Extension to replace existing Magento-based, zipcode tax calculation with the more complex and centralized rules AvaTax provides.
Example: Complex Inventory Report
Need: build efficiencies to help the bakery know exact number of ingredients for the next days orders.
We developed a custom reports and workflows to calculate the ingredients required based on multiple variables - # of orders, ship date and product attributes.
Standard Operating Procedures At the end of the operations review you have: Identified all the external customer touch-points that drive people to your site Outlined current processes and mapped the internal flow of activities after the sale Inventoried existing software and integration points Established a set of “standard operating procedures” to manage transactions that will ultimately define how you build the user experience.
Phase 2 Channel strategy Consumers Are In Charge E-Commerce: The Marketing Multi-Tasker Evaluate Your Cross-Channel Opportunities Create a Unified Shopping Experience
Prevailing Wisdom: Consumers are Multi-Channel “If retailers want to thrive they will have to take and win the multi-channel challenge.” “eBusiness professionals must…facilitate a multi-channel strategy that addresses consumers’ expectations, focusing on their need to move between offline and online channels and their increasing mobile and social behaviors.” Forrester U.S. Online Retail Forecast 2009 - 2014
At the Intersection of Marketing + Sales
Strategic Thought Starters
Do all my customers use all my channels equally?
Do my preferred customers want more personal attention and face time, or do they want more convenience to shop anywhere, anytime?
Should I offer “web-only” promotions and pricing? What does that do to my inventory management plan and financial goals?
How do I create a consistent brand experience when customers move between retail and online environments?
What’s the best way to follow up with leads that come through my online channel?
Consider All “4 P’s” to Manage the Mix
Think about how your channels overlap & co-exist
Optimal Customer Experience Your deliverable at the end of the channel strategy phase is an understanding of how each channel fulfills unique strategic business goals and a plan for how e-commerce delivers the ultimate unified shopping experience
Phase 3 Merchandising + brand What Products Should I Sell? How Do I Want to Sell Them? How Do My Customers Shop? Content that Complements the Sales Experience
Building Blocks of the Shopping Experience “Cross merchandising is the practice of marketing, or displaying products from different categories (or store departments) together, in order to generate additional revenue, known sometimes as add-on sales, or incremental purchase. This can often be done in conjunction with customer-centric strategies, aimed at improving the overall customer experience.” - www.allbusiness.com
Inventory Impacts Merchandising
What product categories will be featured?
Is it likely that product lines will extend?
Will I adopt a “sales rack” strategy?
Inventory Impacts Information Architecture
What products will I have at launch?
Will I be adding more in the future?
How many products can I show at once?
Merchandising Impacts IA + Page Layouts
How do my customers shop?
What are their decision criteria?
What product information do they need before purchase?
What Am I Selling? List all your products and all of their attributes The more attributes you list, the better off you are creating a targeted purchase flow now and in the long term Use pivot tables to draw conclusions as to how many products fulfill more than one criteria It’s not just about the product line it’s aboutwhat you have in stock – and when you have it in stock.
How Should I Present Items? Not just selling products, building the brand Be as precise as possible about how you display and describe your products Complement the selling experience with non-product information to reinforce the brand message Consistent brand experience all the way through the entire commerce process Create shared experiences
How Do I Bring It To Life? Site Map Starts with the products I have to sell and the way people want to shop for them Shopping categories - have to be in line with your industry and your customer’s mindset Supporting “other” content Home page (the store window) Navigation & filtering Product detail pages
Case Study – Home Page 1st level clicks
Case Study – Category Page
Case Study - Navigation
Case Study - Product Detail Page
Case Study - Community
Complete Sales + Marketing Content Outline Your deliverable at the end of the merchandising phase is a complete page-by-page description of all the content required to describe your products and inspire trial… …and all the features and calls-to-action that lead to products ending up in shopping carts
Phase 4 Design & Usability Build to the Platform Brand Opportunities Usability Testing
Build to the Platform Out of the box vs. custom Know how to leverage the best features of the software Functionality that is supported by the feature set – (i.e. swatches) GIFT CARDS STORE CREDITS MERCHANDISING REWARD POINTS PRIVATE SALES
Brand Opportunities Look for the little details to help build the brand experience.
You must measure performance, accuracy, recall and emotional response.
Phase 5 dePLOYMENT Bring It Full Circle Delivering The Experience Analytics in 360
Bring It Full Circle Can we track online sales and model online forecasts? Are we applying the proper tax rates? Are we prepared to handle a rush of new orders? What about fulfillment & shipping? Are my reps trained to handle online orders? Can we process returns & exchanges correctly? Can we capture new leads and move them through the sales funnel? Is it time to rethink our media strategy? Where are the handoffs between traditional, online and social media?
Delivering the Experience
Analytics in 360 Reaching new customers How do people not only find your site but compelled to purchase? Increasing customer loyalty Is your offering (products and procurement) and experience the best Increasing revenue Cross-sells/up-sells? Did they find what they are looking for? Improve service Do you deal with cancellations and changes easily and effectively? Improve customer communication Is your communication personal, targeted, relevant and timely?
One Pica Approach to Marketing + Technology Multi-disciplined team made of strategists, marketers, designers + technologists Go deeper to understand your total business Start with the strategic and creative components of a brand Employ a tight procedural model that lets our clients merchandise, sell, track and promote their products and services with complete control See technology as enabling every part of your business
Advantages of Magento Enterprise
Scalability, flexibility and security
Backed by full service and support of Varien
Rich Merchandizing Suite [RMS]
CMS+ [Personalization, Content-Staging]
Reward Points – New to 1.7
Nearly infinite customization Community
Join us for the next webinar:“E-Commerce Advantage: Stay One Step Ahead” External marketing tactics + promotional strategies Build profitable communities by linking traditional, online and social media through your ecommerce channel Leverage Magento’s Rich Merchandising Suite and other third-party applications to increase up-sells + cross-sells and drive sales. Deeper dive into analytics We’re happy to take your questions Thank You
SCOTT DAHLGREN Director, Channel Development firstname.lastname@example.org GENERAL INFORMATION www.magentocommerce.com GREGORY SEGALL President 617-695-9995 email@example.com WEBSITE www.onepica.com