eRetail 2011 - Steve Emecz - Venda

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eRetail 2011 - Steve Emecz - Venda

  1. 1. The worlds largest enterprise SaaS on-demand eCommerce platform provider Key growth tactics in 2010 from some of our leading merchant partners Come and talk to us on the Virtual Affairs Information Desk Draft Version 8-3-11 © Venda 2011
  2. 2. We will cover five of the ways to grow revenues: More Traffic Increase Conversion Increase Average Order Value Increase Range(s) Add new territories Steve Emecz, Business Development Director, EMEA [email_address]
  3. 3. A selection of customers on the Venda platform
  4. 4. For today we’ll select 3 very different retailers Clothing at Tesco is the new value clothing offering from Tesco, Europe’s 3 rd largest retailer (around 2,500 stores) Online only seller of DVDs and Books from BBC Programs. Luxury shoes retailer with stores worldwide (10 in the UK)
  5. 5. Step 1 - Optimise Your Budget “ Most ecommerce operations spend nearly 80% of resources, people, budget and time simply maintaining site functionality ” AMR Research Merchandising, Marketing & Experience Innovation On Premise SaaS eCommerce Effort Allocation SAVE COST GENERATE GROWTH 80% “ Dial tone” Platform Functionality <ul><li>Better site experiences </li></ul><ul><li>Rich internet applications </li></ul><ul><li>Launch new brands </li></ul><ul><li>Range extension </li></ul><ul><li>Expand internationally </li></ul><ul><li>Implement new merchandising techniques </li></ul><ul><li>More resources applied to custom innovation </li></ul><ul><li>More resources to exploring emerging practices </li></ul>Merchandising, Marketing & Experience Innovation 20% Network & Data License & Maintenance Training and Education Hardware & OS Platform Security New Functionality Release management Supplier Management
  6. 6. Step 2 - Something all merchants [should] do <ul><li>Product content distribution </li></ul><ul><li>Search engine shopping databases – e.g. Google Merchant Centre </li></ul><ul><li>Price comparison websites – e.g. Shopping.com </li></ul><ul><li>Auction platforms – e.g. ebay </li></ul><ul><li>Affiliate Networks – e.g. commission junction </li></ul><ul><li>For many of our merchants 3 rd party traffic represents more than </li></ul><ul><li>50% of their new website traffic. </li></ul>
  7. 7. <ul><li>Electronic discount codes </li></ul><ul><li>– on-site </li></ul><ul><li>Where possible use A-B testing on codes or ideally display many variants using mutli-variant testing [MVT] </li></ul><ul><li>Discount codes can be used extensively with targeted email </li></ul>Tesco Increase Conversion
  8. 8. Tesco Increase Conversion <ul><li>Manual merchandising </li></ul><ul><li>Accessories </li></ul><ul><li>Alternatives </li></ul><ul><li>Cross-sells and up-sells </li></ul><ul><li>etc </li></ul>
  9. 9. Tesco Increase Conversion <ul><li>Behavioural merchandising </li></ul><ul><li>Stunning automatic solution takes information from click, search, order history, search and several other data points to merchandise complimentary products in real time…… </li></ul>
  10. 10. Tesco Increase Average Order Value <ul><li>Behavioural merchandising </li></ul><ul><li>Merchandising panel also on the shopping basket – business rules can control things like category and price… </li></ul><ul><li>Panels can also be used on categories, search results, confirmation pages, landing pages, email etc etc </li></ul>
  11. 11. The numbers [case study available] By using behavioural merchandising, Wilkinson Plus (general retailer with physical stores and online) had this effect; Conversion rate increase of 22.9% Average order value increase of 16%
  12. 12. Tesco Increase Ranges <ul><li>Engraving </li></ul><ul><li>Tesco were able to pilot this new service for school uniforms via their website quickly and efficiently </li></ul>
  13. 13. Tesco Increase Average Order Value <ul><li>Integration with loyalty scheme – customers can redeem their ‘Clubcard’ vouchers against their shopping. </li></ul>
  14. 14. Tesco Increase Traffic <ul><li>Social Media </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>Cross-media example…… A 'Facebook sale' that was announced on GMTV, where a special code was submitted to all those that had become 'friends' on Facebook for a timed sale. They managed to recruit over 25,000 to the Facebook group, and the resultant sale saw a high uplift in revenue.
  15. 15. Jimmy Choo Increase Traffic <ul><li>Adword specific landing pages – e.g UGG range </li></ul>
  16. 16. Jimmy Choo Increase Conversion <ul><li>High-resolution photography with six or eight shots per shoe enabling rotation of the shoe. </li></ul>
  17. 17. Jimmy Choo Increase Conversion <ul><li>Email for availability from the stores </li></ul><ul><li>Also possible to book an appointment at one of the stores </li></ul>
  18. 18. Jimmy Choo Increase Traffic <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul><ul><li>@CatchaChoo </li></ul><ul><li>Followers can win a pair of Jimmy Choos. </li></ul><ul><li>Celebrity watch posting who is wearing their shoes. </li></ul>
  19. 19. Jimmy Choo Increase Conversion <ul><li>Video </li></ul><ul><li>Using flash merchandising, the customers can buy directly from the video. </li></ul>
  20. 20. The numbers [case study available] By using flash merchandising and advanced SEO Heals (homewares retailer) has had the following effects; Revenues doubling year-on-year Average order value increase of 60%
  21. 21. BBC Increase Conversion <ul><li>Pre-orders </li></ul>
  22. 22. BBC Increase Conversion <ul><li>Free delivery threshold </li></ul><ul><li>Shown at basket, but also through the site </li></ul>
  23. 23. BBC Increase Conversion <ul><li>Additional payment types at basket </li></ul><ul><li>PayPal </li></ul><ul><li>Cash </li></ul><ul><li>Gift Cards </li></ul><ul><li>Etc. </li></ul>
  24. 24. BBC Capture customer emails <ul><li>BBC has built up an amazing email database </li></ul><ul><li>Elements easy to move around the page using the Venda control panel to see which position works the best </li></ul>
  25. 25. BBC Increase conversion <ul><li>Customer confidence – useful for new to the web customer segments - e.g. 60+ shoppers </li></ul><ul><li>Convince new customers online shopping is safe </li></ul>
  26. 26. A few more customer examples….
  27. 27. BooHoo Increase Conversion <ul><li>Product Video </li></ul><ul><li>Virtually all dresses etc have a catwalk video. </li></ul>
  28. 28. Republic Increase Conversion <ul><li>Customer behaviour tracked on the site </li></ul><ul><li>Those that don’t purchase are targeted with adverts that </li></ul><ul><li>are specific to their behaviour on the website when they </li></ul><ul><li>visit unrelated sites like flixter, msn, yahoo mail etc. </li></ul><ul><li>Behavioural Retargeting </li></ul><ul><li>Hundreds of thousands of incremental sales per month </li></ul>
  29. 29. The numbers [case study available] By using behavioural retargeting, Republic had this effect; Return-conversion rate increase of 242%
  30. 30. Cotton Traders Increase Conversion <ul><li>Up-front promotion codes </li></ul><ul><li>Customer enters promotion code at the beginning not the end of shopping. </li></ul><ul><li>Savings dynamically displayed as they shop </li></ul><ul><li>Lower basket abandonment rate </li></ul>
  31. 31. Wickes Increase Conversion <ul><li>Extensive support content </li></ul><ul><li>Video ‘how to’ guides </li></ul><ul><li>e.g. laying flooring </li></ul><ul><li>Reviews </li></ul><ul><li>News Feeds </li></ul><ul><li>Extensive support content </li></ul><ul><li>Video ‘how to’ guides </li></ul><ul><li>e.g. laying flooring </li></ul><ul><li>Reviews </li></ul><ul><li>News Feeds </li></ul>
  32. 32. Best Practice Sharing <ul><li>At Venda, we believe that interaction between our customers is the best way for knowledge sharing </li></ul><ul><ul><li>Online communities </li></ul></ul><ul><ul><ul><li>Linkedin group for eCommerce and marketing managers </li></ul></ul></ul><ul><ul><ul><li>Google community for developers </li></ul></ul></ul><ul><ul><li>Regular training and webinars </li></ul></ul><ul><ul><li>Customer workshops every few months enabling customers to talk to each other face-to-face </li></ul></ul>
  33. 33. Design Flexibility <ul><li>Venda’s design layer is separate from the functional layer – so design is extremely flexible </li></ul>
  34. 34. Hundreds of functionalities to pick from <ul><li>Being an on-demand SaaS platform we have been adding new capabilities for over 10 years </li></ul><ul><li>When we add functionalities (we have 10 upgrades a year included in the monthly license) all customers can take them if they want to. </li></ul><ul><li>And many more……………………… </li></ul><ul><li>Total site control </li></ul><ul><li>Extensive search capabilities </li></ul><ul><li>Behavioural driven merchandising </li></ul><ul><li>Strong International capabilities </li></ul><ul><li>Image management </li></ul><ul><li>Robust promotions engine </li></ul><ul><li>eGift certificates </li></ul><ul><li>Cross & up selling </li></ul><ul><li>International </li></ul><ul><li>Dynamic navigation </li></ul><ul><li>Product spotlights </li></ul><ul><li>Featured categories </li></ul><ul><li>Auto best sellers </li></ul><ul><li>Product bundling </li></ul><ul><li>Flash merchandising </li></ul><ul><li>SEO compliance </li></ul><ul><li>Feed commerce manager </li></ul><ul><li>eBay integration </li></ul><ul><li>Paypal integration </li></ul><ul><li>Call Centre module </li></ul><ul><li>In store kiosks </li></ul>
  35. 35. The Netherlands and beyond……… Venda has partnered with a world class agency here in Netherlands – Virtual Affairs. The combination of the world’s largest on-demand eCommerce provider and local expertise.
  36. 37. Questions? Visit us at Stand A055 Thank you, Steve Emecz, Venda

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