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Rapid eCommerce Growth - Key Drivers to Achieving Triple Digit Growth

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This talk at The Commerce Exchange - Yorkshire's digital commerce conference & meet up on 8th April 2015: www.thecommerceexchange.co.uk

My talk covered the current drivers of rapid eCommerce growth.
- 1st Generation eCommerce companies and marketplaces - Amazons, eBay Founded in the 90s, early 2000s (OVER-AMBITIOUS)
- 2nd Generation, Web 2.0s founded post bubble burst (CAUTIOUS)
- 3rd Generation founded over the last 5 years 2010-2015 - the age of Pinterest, Instagram - the Visual web 3.0 (DISRUPTIVE)

What was covered:
- The business DNA and business models adopted by fast-growth eCommerce start-ups (with examples and case studies).
- Key best practice eCommerce growth tactics established e-tailers are adopting to drive double-digit growth.
- Fundamental eCommerce Growth metrics beyond Revenue and profit and measurement tools out there to track these metrics.
- Understanding the 3 core growth drivers: Product market fit, Scalable cost-efficient Customer acquisition and Retention.
- Why the U.S. is ahead of the UK & EU in the area of ecommerce technology innovation and key takeaways for the UK.

Frictionless Commerce:
I shall be digging into the need to reduce 'friction' in commerce from holistic standpoint.
Which will cover
- Findability: on search, social channels and app stores (being everywhere)
- Value proposition: video, image and text are no longer sufficient, retailers are offering a ‘try before you buy’ experience
- Brand engagement: especially with social and email
- The actual user experience: on not just mobile, tablet and desktops but also in pop-up stores, events and stores (multichannel)
- Personalisation
- Fulfilment: thinking beyond next day: click and collect, same day delivery, clarity on shipping
- Returns: hassle free

Each point will be backed up by examples of retail businesses (of varied sizes) that are delivering the best frictionless experience to their customers.

Published in: Retail
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Rapid eCommerce Growth - Key Drivers to Achieving Triple Digit Growth

  1. 1. RAPID Key Drivers to Achieving Triple Digit Growth ail 2X Media Strategic growth for ecomm
  2. 2. Kunle Campbell eCommerce Growth Consultant Focus on funded start ups 8: mid-tier online retailers nouau-: “ sneaker _ WORKSHOP ecommerce - Trainer , / Writer] Columnist ' M“ P d O caster brightonsl-I0- Runner and coffee lover. .. ’ fir. L. ‘ ’v| C-V‘: -'i‘T: {'C‘ -:1! 5=. '.. .3?‘M? .‘. ‘.. l.#'= ‘
  3. 3. The business DNA and business models adopted by fast-growth eCommerce start-ups eCommerce growth best practice established e-tailers can adopt to drive double-digit growth. Fundamental eCommerce Growth metrics and tools to track these metrics. Understanding the 3 core growth drivers: 1 . Product market fit, 2. Scalable cost-efficient Customer acquisition and 3. Retention. Why the U. S. is ahead of the UK in ecommerce innovation 1" fir-. u': |-: -TC.1rr-; :=b -:4!
  4. 4. ch eCommerce bales ? .003-20‘: /IE. 2003 _§5'r«_5_55 R = =r: .s. sl-ea 9005 J: 20-no 0 WI If Ix‘- H) 9007 *7'7’: l‘: ' CC‘ 9003 ,3 J V‘ " ? (‘n3Fl 37}-1;-: .r_{'v .0010 -. I§I : '01 1 , vow . ¢a: »:Js~—: .I:7i 9013 »“. ‘-2:}. if 201 -I ~: “J: ‘»£-’: - So 00 $100.00 5.200 00 5.300 00 USD - {Ml «on 3
  5. 5. " n l’ rT': .jr l€: 'tlr_‘l Between 2003 -2007 Between 2009 -2014 Us Ecommerce Sales More than Doubled U. $ Ecommerce Sales has also more than More than Doubled s. ?.l. .r.5-. ’r? r‘. l’. '.? .'r'l. '.r3r
  6. 6. VIM! 2003 2004 2005 2006 2007 2008 2009 2010 201 I 2012 2013 2014 'o E 1"} _a J. ‘- U1 UK eCommerce Sales 2003-2014 9278.2 10X Growth In 10 years E00 E27 5 E550 GDP ‘ billion ‘ [825 : ii 2x Media
  7. 7. 15* Generation ecommerce Companies ll Founde in the 905 " ‘ 0”’ agaezezoncom "M 70". " Mn" Make New Connrclmn “Attempted to move previous in- store experiences online: Convenience - you can order stuff on your couch. Great! " - Not perfect, but hindered by slow speed
  8. 8. 2"‘ Generation ecommerce Companies Founded between 2000 to 2007 6 0 §a: b:EEQ ‘it r, $', DLErSF€£C A at. - '«’~'j“'-‘ ll~. _, l5:: ‘l''‘l ' :0. mu 30.. 2- 50-’. Zavp s@ ’e ; 1&2 :7 e . “@”°. ocodo diapers‘ §BL| NDS. COM ‘ H “Lessons learnt from the dot com ' ~ ‘a boom and burst, UX and logistics " l ‘ improvements: More grown up commerce" — Broadband speed improvements,
  9. 9. Companies A Initial release March 31, 2008 nokedi ZUMLJ G . . rtzji l'«in: "l< 60’ 5 HUCKBERRY WARBY PARKER Y A focus on exploring new ways of delivering experiences to customers" TRUNK CLUB" HYPEBEAST MEN'S OUTFITTERS
  10. 10. Web 3.0 Web 10 Web 2.0 1995 _ 2000 2000 ~ 2007 2007 - 2015 Cornmodrtlzed Offerings _ _ " ‘ Introduction phase RS5-‘XML Syndication éf’e: te‘e’é'3'° 3’ a Sm“ Seas Sm’-1C Web Business lntc-ll-goncc . _ e Mobile Apps Now Usabmiy ‘ Report "’glTmc": 'n9 Personaiization No version control 31095 Semantic Web Google Wi'-J3 ii -. i,_ ’ll‘: ‘:': iT7': :'l: “:‘l
  11. 11. Web 1.0 Web 1.5 Web 2.0 Web 2.5 Static Transactional Soc‘. al Mobile Web Web Web Web ail. ?? ‘.V. l‘? Sl. l3
  12. 12. Communication Information Focus Personal Content interaction 0 Search Metrics A Advertising Research it Technologies Web 1.0 Broadcast Oigirinisalion l i . ~ Owiiersliip i ~ Directories ‘V1,: -, ‘. HTML I FTP Web 2.0 interactive Community . ‘i _, .- , el Sharing l". ,,". -‘i - lll- ‘ii i“i Keywords 8. Tags : Je: :ll3:I " , Interactive Flash‘ Java XML Web 3.0 31-i_~r; le-1:. » l: '4‘—». ".I: .'< ‘I-is—¢= ie'-ii-. :4’ . "': im-iir. i l: i«ll'ii= l=r: i tm-(hi i'ii-. i-_l}= '»’= i-. .-ii: , I|: ;|il~Ic ~‘1ii‘_r= i~-~ ‘le‘l, ',ln_~'?1ln‘9ll_l~‘i . :ii: u:. >. . 'i“. il; ‘.'t: i:« kw , =liL; i=i; i=i‘iii_= iii : l‘_Hl2l‘~ll4i; ‘:| €1'—liit= lil_l'l- 'i"'—l; eialll? ¥.l199!. ia
  13. 13. Fast *3.§slf@‘. I‘ll‘iZl‘l efio mmierce Models Adopted by 3"‘ Generation ecommerce Companies Membership Driven Models Subscription ecommerce - Replenishables - Product Discovery [curation engines] - ‘Try before you buy‘ experience - Personalised Fashion Shopping Marketplaces - Vertical specific - Person-to-Person Commerce 3' da. l.': I«: -TC.1rm: =b -21! Time Limited Flash Sales - Heavy discounting - Daily deals Editorial Driven ecommerce - Blog first businesses - Email newsletter driven - Community & Passion Driven ecommerce Experiential Commerce Pop up shops & golng brick-and-m 0113? - Hybrid ecommerce-retail stores - Omni channel retail Direct to Consumer (D2C) - Crowdfunding (proof of concept) - Low barrier to entry Try before you buy - Vertical specific International eCommerce I EU, the U. S and China s. ?l. ??‘. .l’. '.€9.l?
  14. 14. ‘ -3?’ ii‘ jar ? §I ' la-
  15. 15. SU bSCri ption Commerce Membership Driven Commerce Try Before You Buy Product Demoing IE‘. .‘. ’s’%l, ‘. ; °., '-33.2% Turnin WARBY PARKER vynruv Product Discovery Curatlon engines grazeg n. mm- (lvlivu, -r«; d Surprise Me £4)/ f/7 (i 50% - Aa. s.‘n. -zsses ! Replenishables Consumables DOLL AQSHAVI Cl UE COM amggon , jv'l$t1Js, <;'t>e San cii 2x Media
  16. 16. Subscription Commerce M Matrix Courtcisy‘ Sean Percival ‘El? ’-: ~rcn. 'al citrus lcmc STl'l. l3MlNT MALE DEMO ONSG Tl VW31 BETA OR NEW
  17. 17. Subscription Commerce AMA: uu MANFAI 0'. I UM '- Li Y HAO! CL‘ "9 HM AT '-(All JWILNINY CON | ‘.Mrii. ‘ll LVN '| PlEMN"l I’ 0754 i-or. |.ANnA (OH i muwo Nun» i0lAOli, L‘DI| Lt_(_)PI 4 u v QIVLENINV COM , iuuumi can In il. MCini)x r iibl I y”~°‘| ‘o go fa N| ‘Ill¢lH| fiff| H r 0 v - «-1 | §44) uiul ha inn: mu-vii: 4 Ian. .. in. ..‘ c-iuusum. con iosnimvsuuw-at :0» u i VA on n fl(l83metrii: s a. ... o..
  18. 18. Dollar Shave Club % Replenishables is tough to crack aali2¥. l199!. ia
  19. 19. 1if-°''‘‘ " "It , .’ f ollar Shave Club Replenishables is tough to crack I - . ' I. T ‘ Shaving subscription company disrupting the shaving razor blade industry. / Gillette controls 66% of the nearly , ,$/ / 1 $13 billion shaving industry ur°"": =a? ’ DOLLAR SHAVE CLUB 1 ‘i we 4/ "7' 4 saw“ a M _i ~ Nowsells. three kinds of blades shave “butter. ” post-shave moisturizer T, . butt wipes for men to 1.5 million customers who receive a shipment at least every other month.
  20. 20. . .A'E1ni)r-'l(. '}{S How Monpocks Works Mer1l‘: :lelri1l‘Dp_ to we dun‘ "Ville ltii. -'ii Here I ‘row i’ w-: :'I: Founded in 2009, was the first US subscription ecommerce service offering menl : . essentials ~ socks, underwear, razors. and toiletries every’ three months or when desired
  21. 21. GZJ it Gillette Fusion Manual Razor Blades - Pack 0' 8 by . ' imp E18 -19 Oi: .;>. if; i'icu lrurr. and win by Ariszor Gr’: am: £11.: ;: v Want it tomonov: .3A. pr.7 Or: :v. ~n1 N7“ »- H mm 4.‘ - » . --: c-: -:: .- Eirpnu Dollvnly ar izmaai. -. C standard Pack: -al-ig A G-I-. -it-: 's Fusion racy rv. ;-- I-Ma‘--l"'tIJ#' ‘~-c! ‘r': )=: ic- an int" . ‘--, - 5-". -Np liars and zriu back - Tr--— rronrolrw <; ~1rIo9-it--. ~ll-r-I-t-~J-5 -were cfr-' ‘-59- i . i -saving siracz » Tr-r badl 0' mi» ¢»"r»ag; ’| ’c'4', ’I" A mac *xirv. ~« - - Fi-. ~xr. ile oorwlm gt; --3 ' Ei-maricrie fdrCiI! U liziraszvc - The combfi 0' live In ‘<5--'» 7 TM precision of mi. - , ,,i_i, Add ‘ow ir~ Ln‘ Mac :2 v. .<ac-no L12
  22. 22. “" . -.-I i; =‘: l"i w lg 1 -r I l‘. " ‘ ” i’- 4 -. -ii. ;. -,: A-, :e; ‘:J§. !1fl: Js"V‘~mlij. l>33§lf€; !;1:Ti. l3l§§§ ls, is. ‘ii. l;‘-/ .13“55‘lV3il9‘; iL’r“‘rlélj'l. l3—l»l: l§1l»!3il? lil. ??~‘? rruji; §HiI’i‘lNC drugstore-1 r , . Arlrmv _ " ; » ii~ ix, 0 filliili O I . ii. .n ! ¢Ill A_. - Sf-all in Law ~ 12‘ ’‘II', ‘‘’‘4l’V . . I'flI ii- i. -u-, ,-w -in-ii-iumuv. _~. Gillette Fusion Refill Razor Cartridges I E12: E1 D ‘it; re ' 7 our price: $29.09 L] nun»-I -in I In n no. irl. -Ion >' uwui lxvuu i-up Ibtilnllhiwilirrln _ ‘uh-—HIU1V~«‘§Q. ... : ~ »- . . . C . .p. .,
  23. 23. The i-ligh Street seems to be Struggling Not Yet Adopted by Boots. ... I Q -1 V4‘ 91'. ?¥. M99.l3
  24. 24. Lilnmazon OWNS Replenishables ? -‘‘: ‘l i Amazon Dash Butn aali2¥. l1s9!. la
  25. 25. Product Discovery & Curation Powered by Machine Learning Personalisation V/4.1:-IE1 Y _-. a._. . _. .-v Ilsa-out -—i-an--—i vwu-in v . ... m; - --- ~- graze , V0?“ inspired snacks brought to gcu Dt_4 9220 hflwttu/ Oftzfi nu . P»! u--. n m. iv‘ . utlnr-:71.‘ v . . '1 . v n-< . ... i , i i. . ]‘Il' 7'1lV‘*O'l inr- y— lniirkiitii l i‘ e lN‘vil. 'li". »
  26. 26. Graze. com - Growth Graze. com - Revenue 2011-2014 lotindii-d 2008 20‘? Pl) ' ll j. ',; r_- rm-s tfbtm l'l’. ||, '| l’l'i ll l‘ l[IL'l l'-l‘i ll l'lr. '| ll
  27. 27. Graze. com - Personalisation Uses an artificial intelligence system: DARWIN (Decision Algorithm Rating What Ingredients Next) uses data — to personalize each customer's snack selection. - over 50 million snack ratings - order history - customer preferences — stock levels - location of workers — nutritional value - new test products, - even the colour and texture of snacks (to ensure variety) ; m'imiil‘1“l‘. . 150,000 subscribers in just 3 months in the U. S - January - March 2014 $5 million investment
  28. 28. ' «i-. >..7I»: -TC.1m; :be: I I_. ! ll‘ ‘IIIIIIIIIIIIIIIIIIINIIIEIIIIIIIII ‘- IlI. |'lIlH| lHHIHl| H 1 s. ?.'. .?? ‘.? f'.9S? .'. ?
  29. 29. Subscription Commerce 'Gr'a1e. c6m Copycat How NatureBox Raised $10.5 M In . . ‘Ha: , Months To Disrupt The Healthy Snack Industry . ..—. _.. 4-. ..-. ... ... . mu Pun vua I-1| nuns -. .-.4 . .‘ H. -- . nu rm. :-mu ~-vu-um; ml n. .-.4: mu: re. » Ln ' wv ‘ cm ». um-.5 -ll I1‘) 9'; my vvum-3&1 --u-: nu yu. uu9aua—: -. 2.. pun-I -. u . ~;- 2.3. mm vqt In pr-mu s-xmaturebox‘
  30. 30. Over 20,000 members and $100,000 million in revenue been huge channels of growth $29 for $72 for $114 for $219 for 1 Month 3 Months 6 Months 1 Year
  31. 31. :'= £3-75¢‘- BIRCHBOX-= :‘ Lu“- . . - _ l/ .f_~"‘ri. 'f€: ‘r _—-, , , J- . ;-1. .7-. -;', .:-_5=. ,r'J "U, 1 H SUBSCRIBE MEN'S . - W 7 , v T‘ . i: £l. lE£l£’§ 0, 0 . y? A Blrchbox contains 445 samples of hrgh-end products new to the market - from make up to morsturiscrs. Wlth Personarsatron - I. hC'| l' promise as that customers nc-vet rc-carve stems they do not want only tarlored, 12 or 6 month subscnpt-on now. you‘ I get a bonus
  32. 32. Rewards and benefits from Naked Wines "Subscribe to an Angels Account and be charged £20 per month‘ powered by email and briil ant copy! Naked Wines is the most popular pure-play online‘ wine retailer - 9.5% online markotshare for wine in UK after Tesco and Sainsbury‘s
  33. 33. What make Subscription ecommerce Work? Solves a real problem experienced by consumers Curation - solve the problem of product discovery by helping people discover great products Trial — solves the problem of risk with "try before you buy" Convenience — solve the problem of convenience, by helping people save time and effort Amazon-proof - something that can't/ won't be offered by Amazon Scalability - scalable customer acquisition Broken - current buying process for the sort of products to be sold is broken/ dysfunctional KYC (Know Your Customer) - superior knowledge and insight into customers (through analytics or expertise) Uniqueness - selling something special. unique, and differentiated Sociability - selling in a vertical that is inherently social (where stuff gets shared) ¥_! ‘.! €9.!9
  34. 34. ' £2
  35. 35. Time Limited Flash Sales Membership Driven Commerce Deep discounting 1-yplcany 72 hour -event; Compromise on fulfilment Price Time - urgency Dropshiped ' Inventory $600 million $100 million to $340 million in 1 Year -ll? -_‘~»‘”; ~i“'-"-E Tripled YoY Growth In 2013 £254 million High end fashion revenue in 2014 Amazon DFOPCWY revenue In 2014 members all ? ?‘. l’. ‘.‘? Fl. l3 ii -. l. 1!»: ': ':iTTjS'lZ‘~'. ‘i‘>
  36. 36. Time Limited Flash Sales S800m ' fbffl I ; ... , ‘ : .i are Grew by over 200% YoY in 2014 Social commerce sales - $100 million (doubled) ialii? ¥.l199!. la * -: :': iTTji'lZ‘~'. 'l‘>
  37. 37. Time Limited Flash Sales NoMoreRack. com Already a member! Logln Save 50-80% On the very best in electronics. fashion, home items. and more! JOIN NOW , ' , (it's free and receive _ _ nee shipping on llrfil purchase) Email‘ Vassvmrdt Generates 35% of its monthly traffic from social media Social commerce sales - $100 miIlio‘rl‘('do. unb'l: “d) I V Paid search monthly spend is $628,000 with 5,000 keywords Cart abandonment email marketing Attention grabbing Personalised email subjects
  38. 38. Time Limited Flash Sales NoMoreRack. com Fab. com For The Mass Market: NoMoreRack Sees $46M In 2012 Revenue with No Outside Funding $500500 no-III: lniuziaia "° BID 3 PC| Jl"fllP'L€ i‘. grilng rlvmlgh .1 ‘inland m 0 rrvnliltlon .1r>rlll. I'. h '. .1lP’. r. .1v" hr-rrwvir 9‘ big Dim ol that zlciry 5'-er i"o3I35lrwi, iy-1'3’: ’: iYc--. il-1-fill" 341- ’. .I L. i JWJ V. ll. l*. n(-tleevigi-l1l"_s; .1 lot of . lt: e'~: »:'~ (vow t: -o'. Pv '. t'M-li. l-rieiv. Mi‘. 'we'. '-: r'. Y! " vitmr mar‘; l‘-nah '. .|Ir'. '. lrs~'. lax-. .' ‘n lunur, pvndllrv-. nr '. r.rnr~n HVL r. .iwi1 -M: -i. ,.(i Nonlonlloci 1‘ fimi-"1 i_ii l M9 F, l‘p‘1"yllig _l‘ll‘l_llf‘l'. :_ll‘Y‘l‘(3T'1I'llllll[lV‘€b -we-3 lr‘ l'vl"‘¢'l. ly Wt . ll' vrrl-u ed ll7"{“s '| _l I-ii. I{l4' ‘i‘irv'. tn ialliiicl Plllillil l‘. llIl"” l imliiilr rilhrr-mrr L n '~. i.c-2‘: -r He ru A-. r ii-ll-. l'-371.1! lhr -. v.irriin mm--i rri no mo Wain‘. -iv‘. of item". — w"' J ii--r fl | .l. ui . irii'l hug: -i tsl ti. ..-il l"v'ir g 1.: Pi. l-. rm-ri ? r l l: ~- .1 ‘iv "‘lllllll‘ lV‘¢‘YI and anti (llVI'(lly with '. iliipm'*-. in pill ' ~.4~i ni rhr gin-li~1i, . l 'l]"f liq, nllw pi; an Js‘(| r,| y‘r . -.4 fil ‘ll l| ll [lrli l---.1 rill i-. ¢rt' - I277‘ . Vl‘. .il“1‘ll“l' llll(II'. ll I ll lll' . ' F’ H ‘ l H H ‘ K talc-MvuuuuiiuI-A-ion-no--lanai-nlooionr-olrnwiixaii-ripifilv-in-u. cii 2x Media
  39. 39. H--V ‘um 1. ' ‘ill llli-"2: -5 TIM 1 'lflcv'r> l". lr‘ §? 'i' ‘- i ' . ,- i 5‘l. i "ilk , : : :mr-. :cL“l'. i '. ’ L7 '1 . _i l _‘ ' ‘ T ’ r. ’ -—- . ;, _ ’ . . , . l . 350; ‘A ~‘ : ‘~, 15" rs 5?‘ cw _ O rum we " ti‘ ‘i. '_’H ’I 9. ’ ‘~ ‘- _ _ 3‘ en 0 0 . '.‘LL 3.122 .11." iii} . ’U]~1 _-' A". ,‘>‘. .” 21.312 till. ’ 2Ll'. _‘ . ‘Cl4 . 4'L3l'. ' . “.I‘lZ t1.5'. ." llili . 'L. 'l4 L’ trite‘. lJ'g; c! ‘. .i'): r' C t : wire Built a cohesive business and community around mums our esy ‘ 99% of Zulily’s products are shot in-house Like a newspaper, Zulily publishes something brand-new every single day 80% of its orders come from returning customers nil 2_X, Me, dl3
  40. 40. . . .. p._. ..
  41. 41. WARBY PARKER -x_ - I ‘ ‘ III Jo’ Jt / “W0 In Focus 54568 Warby Parker ‘My’: ltr. (>'| f]ll Sil(‘. ll‘llf)l)l’» sell an : lVI. 'lilI’]"_‘ (ll T. i{my $3,000 per square foot $2,953 . lnnll. illy llrr. -.' lll. il Cl)lll[}. lll". wllll ‘. ('ill)I' l. iu)l-i, [‘ilIli'll[l‘/ li. llli-ll l| 'l. t|lI'! '. RI_". l Rlly $1,192 Ralph L[| l.ll'L‘| 'l $1.061 Tum: $981
  42. 42. . If _(””‘‘-: ;f‘’ , Currently have 6 stores in Canada and plan 6 pop-up stores in the United States v -. - - Customers to vote
  43. 43. . . .. p._. ..
  44. 44. |‘Try before you«—buy’ ll so Experiential eComm9|‘Ce II>r‘ . ._: __ij_: . / Pick out five lmnics from :1 ° 's't'lt‘('ll()ll illilur l1l ()l'llt‘. ‘. 'c’ll _ ship llll‘lll ll) you for free. ._ “ ; . »
  45. 45. How it wo rks , v" ‘x r‘ rail] l_>. lJ/ Punilaw yrilii tiurll l)l'| 'fJVI1 ll ilmpu Only any lni lhn clnllins yml k-up TRUNK CLUB MEN'S OUTFITTERS Michael's Trunk "Al .3 ». 'u-ili~i: .l, in i-itliliiqiir. J‘il. ‘i'l'. «.: t'l JS t'n: "?. ;!‘1,1r| "‘| ‘}‘1r4’1k‘ i; i'n. "l'l1i'imrl<i ; l‘. 'l' ‘l wi. -/ll ta mclilc‘ stile rllil: r“t‘l"‘. ‘l'lllllll l. 'l l: l~. lltlliliiilvi‘ i ll'l llr iliewxinl ll; : tli ll-ll‘. i: urlii‘ is I'llr‘llil'lYlIlfllllI'l{ll‘ll' , ‘ili l1I'. i‘1ll| '{'l llrl. '*. '$‘ '»i ltl‘-Lllllr ' CHRISTINA KOZAVA $350 2 12 13 , v I-‘I-Hlgtl ’&k Managed to grow sales to $1 00 million+ in just 5 years Acquired by Nordstrom for $350 millionin 2014
  46. 46. ‘Try before you l3UY’ Experiential ecommerce W UK Equivalent ofTrunk Club Acquired by Nordstrom for $350 million in 2014
  47. 47. ii». .!. v4.-’ '4"-r-J lr: :.s, :l . ;~. . . . . I _. I I . . lit film ~. . . -ac‘-~ i-‘~" »‘ ii-.5 1:56;. -79-‘ ‘ *§: _ona“b"osit§ es A 5'. '”-= ‘llu. n:' " ' '9 ' ". ~' ' I -. -- all. ?? ‘.l’. ‘.‘? Fl. l.3
  48. 48. ' ' I ~ . . . '~__'‘g 4;‘ , ._. ,.. i:. , . . ... -,, .-; . R. I , ~
  49. 49. Trusted Curators $ NUCIIIIIV I I _ r ~llnli. >< i. —.mi rw . ~.i. --. ii. .i. ., IIl"P1‘ . .mi»—~ai--. ..».4-. ~ lllfll . . n-, ~.. iiii. .. l‘p« nhk ioirm amt An in llmlra 1 lcl I-in air-l iv VII av. l'l I411!‘ , ... .ii. iil. llD um. um Ulllll -in. -an ml i. lm run A members-only, bi~weekly web magazine featuring curated apparel and gear, along with the stories behind the products.
  50. 50. Blog First Strategy Editorially Driven from Srilcipmg cm Ordon Auovo U00 U50‘ HYPEBEAST WHATS NEW BRANDS ClOlll| llG ACCESSORIES SHOES HOME 8. TECH GRO0MlNG PRINT GllT CARDS SALE BACK IN STOCK BACK IN STQES
  51. 51. .
  52. 52. Direct to Consumer Crowdfunded via Kickstarter D THE Liaiirel’ ~ STRONGEST} M957 SEC” . l l i. i7*. .‘o'~'~. "T7«'~. ~S S'l’S7l‘ RIDE RUN DRIVE l _ T I 3 : ___. ..§£!7!‘: §;'! ~‘ q Quad Lock . ‘ _‘lg_-_lIeL'lL-_l. lo. '.l, ,!_. ..§L; ::; l.fl“l*“‘ V . ‘_ Ould-3-:4 Gl3éW'SpO'Y "'1 6:23:25 R; g ( . ‘. |.’"‘. *"l'[ ofifl“. ?. “fT_’i, I_I -_- : .~_-. *€~. '.{>f-; ~,. —*-~~ H -'JlV. all ? ?‘. l’. ‘.‘? Fl. l.3
  53. 53. Crowdfunded ‘A Market VALIDATION: Consumers Voting with their Wallet l 2*: ’ E clL_il= li: l LOCK’ THE LKSHTEST 84 STRONGEST MOUNTING SYSTEM AVAILABLE l Ki 5‘. [H OH ltlc aalT2¥. l199!. la
  54. 54. Direct to Consumer Controlling the entire Supply Chain BONOBOS . - for men - _ R Bonobos is reportedly approaching $100 million in annual revenues - HBR
  55. 55. Subscription eCommerce 1. Active Subscribers, Churn Rate and Customer Lifetime Value (CLV) are key metrics 2. CLV and Repeat Customers - fax more in subscription commerce than standard eCommerce - Custora 3. The new thinking is USERS. ..MEMBERS all ? ?‘. l’. ‘.‘? Fl. l3
  56. 56. E; f;Jil”t©la. l"llll@l’lt'll. “.»Ell; ~eC@l"*l’lm@l%”£@ llall‘ " , , Growtlt metrics arm? tools to lEll“&€. lit these l. ‘t': .@“El“l4ma ACQUISITION, RETENTION & El! GAGElVlEllT METRICS . Members or customers acquired per month - email sign ups . Source of member acquisition . Churn . Email unsubscribes . Engagement - social, email, on-site . Customer Life Time . Conversion rate . Repeat customers QlO’| UI-hUilhl—| s. ?!. .2.? ‘.lfl€Sl. l? 6 . -.l. 1|»: -TC.1lT-jzrb-all
  57. 57. l; lrlwderstartlclil? l'l@ Elm 3 mlllg grollrtlll. rlrltriers; _ 1.Product market fit, 2.Scalable cost-»ei"fici~ent Customer acquisition, 3.Retention. rfi " Pg '3 ( ~36 , .nd S -9! ti V l C . ’ as , t.', _‘ ’ , ' -. r . 77.4" _‘ ‘. ."~¢. .-. . . . - 0 ' _r, ’ , I
  58. 58. Frictionless Commerce Findability: ~‘; :': se. :.»r: ‘1 Emma : :|‘. ‘=xmnra‘? al‘-C? apt; 2 . - : '~: _ x , ugu'~; : oz‘-urv in-'. ‘|‘e. '«'—'1 Value proposition: mje-; », mmqe *2!‘-Zl t»; -.»I are rm? » 3-: :": .:_: ~.‘~‘ 5:11“-‘iu: uev‘I "; :‘? .'AH§a'E— are r. "'em’; ;w 1‘? ‘*. r*. ~' l3oJf: :>; 'o3 r, -'~. :>. u '; »». r,»‘ E‘-C; |Z'I"£-’FICE' Brand engagement: ~"‘3:)49~i‘mJ"'-, ' with 5-: :c»3I and 'f. ‘l| |{J> The actual user experience: or r at um rv Tab-Fe‘! vn’-; : «: i»J-_-L. '.«; ;--s mt —2»~. n:v V1 row: -—u_. ,. -; :~: :ur: :~. , o‘-w; -r‘»'. :'~ 61' Id stores IrWultI~: !m’»"ns3TI Fulfillment: Qhllll-ilfllrl 'De'~_. v'0m: l men d.7;, v I"~‘. '-<. .*~'u:1 ~: cul| »:w; I : m': »:- -my -J-. :«-1m: -rv, 53:1!’ tn, ‘ :1": sh ; :»; :»-nq
  59. 59. Wrapping Fast Growth ecommerce Models Membership Driven Models Subscription ecommerce I Replenishables I Product Discovery [curation engines] I ‘Try before you buy‘ experience I Personalised Fashion Shopping Marketplaces I Vertical specific I Person-to-Person Commerce 3' da. r.': I«: -TCnrr-; :=b -2:! Time Limited Flash Sales I Heavy discounting I Daily deals Editorial Driven ecommerce I Blog first businesses I Email newsletter driven I Community & Passion Driven ecommerce Experiential Commerce Pop up shops & going brick-and-m 0113? I Hybrid ecommerce-retail stores I Omni channel retail Direct to Consumer (D2C) I Crowdfunding (proof of concept) I Low barrier to entry Try before you buy I Vertical specific International eCommerce I EU, the U. S and China 5.? .'. .?r? r‘. .lr'. '.‘. -‘. S?. '.5'. =‘r
  60. 60. Contact Me 99 to chat more. .. about eCommerce Growth twitter: @KunIeTCampbe| l web: www.2xmedia. co

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