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Building Blocks eRetail.
Samarjeet SinghEBay 13+ InternetRetail Experience,Baazee.comCRICKET TalkativeTajonline PositiveBlack Label
What do we do?Iksula is an End-to-End Internet Retail Solutions and ServiceProviderTechnologyInternetMarketingContentProdu...
About Iksula2007The Year Iksula was Founded
About Iksula200+Employees as of Dec-2012
About Iksula40+Man Years of Digital Expertise
About Iksula200+Ecommerce Websites powered by Iksula
About Iksula3Offices in Mumbai, New YorkandSingapore
Clients Across 5 Continents
A few of our Clients
Main Index.Online Retail Operations --------------------------------------------------------------------------------------...
Ecommerce :: Introduction to Ecommerce through Eyes of a Consumer::Effects on Purchase Decision.Store 1Store 2 Store 1Stor...
Online Retail :: Introduction ::Why E-Retail: The Reasons remain the same over yearsE retail Consumer Value Proposition.
ConvenienceHard To FindPriceOnline Retail :: Online Retail in USA ::Proposition of Online Retail in US.
Online Retail :: Online Retail in USA :: Proposition of Online Retail in US ::Convenience : The Consumer PropositionConven...
Hard to FindAntiques, Coins,Radio ControlledToys ….C2C CommerceCannot get itAnywhere Get ithereLocal becameNational withse...
Inventory ClearanceDiscountPriceElectronics,Computers,Price DiscoveryAuction, VolumeAggregationOnline Retail :: Online Ret...
Online Retail :: Online Retail in India
Online Retail :: Online Retail in India :: Current Indian Online Retailers. ::429+ significant players now operating…and m...
Ecommerce :: Ecommerce Business models ::Indian E-Retail Landscape: A SummaryVerticalSource : ‘India Goes Digital’ - Avendus
Online Retail :: Online Retail Operations.
Online Retail :: Online Retail in USA ::Challenges faced initially by brick n mortar stores on Online medium???How will we...
Ecommerce Master Class :: Online Retail ::Index.2.d. Online Retail Operationsa. Building Blocks of Online Retailb. Technol...
Online Retail :: Online Retail Operations.Building blocks of E-Retail.TechMarketingFulfillmentcust careFront End Back EndC...
Scaling your business byimplementing robust,extensible & upgradable“Technology”1 Technology.tech1
:: Building blocks of E-Retail :: Technology ::E-Retail Transaction Workflow.
:: Building blocks of E-Retail :: Technology ::The building blocks of e-Retail technology.TechnologyMerchandisingMarketing...
:: Building blocks of E-Retail :: Technology :: Technology requirements today ::Merchandising functionality. Merchandising...
:: Building blocks of E-Retail :: Technology ::Cross Selling.Why Amazon does this better????1. First, they build relations...
:: Building blocks of E-Retail :: Technology ::Up Selling.
:: Building blocks of E-Retail :: Technology ::Personalization.
MarketingDaily Deals Get found in search engines Create coupons & discountsPost Customer reviewsfor real time feedbackSend...
Social & MobileSell your products onFacebookPost directly to twitter &facebookManage videos in a snapLike it, Share it, tw...
ManagementCRM Tools Inventory ManagementReporting Order Processing:: Building blocks of E-Retail :: Technology :: Technolo...
Security &supportIndustry StandardCertificationsControl Access to the store:: Building blocks of E-Retail :: Technology ::...
PerformanceSource: Volusion.com:: Building blocks of E-Retail :: Technology :: Technology requirements today ::Performance...
:: Building blocks of E-Retail :: Technology ::Global Ecommerce technology Vendors.
:: Building blocks of E-Retail :: Technology ::What shopping cart technology to use.Starting Up Intermediate AdvancedGloba...
:: Building blocks of E-Retail :: Technology ::Payment Gateways in India with charges( Rate Card: Negotiations over and Ab...
Best Practice for Merchandizingin E-Retail:: Building blocks of E-Retail :: Technology ::Case Study.
:: Building blocks of E-Retail :: Technology :: Case Study ::Home Page.•Proflowers.com displays on each page in the header...
:: Building blocks of E-Retail :: Technology :: Case Study ::Category Page.Detailed ChoiceOptionsAppealing ProductPhotogra...
:: Building blocks of E-Retail :: Technology :: Case Study ::Product Page : Above the Fold.Source: Yebhi.comProduct ZoomsP...
Source: Yebhi.comSocial AcceptanceUp SellsCross SellsSearch HistoryFoldAbove theFoldBelow theFold:: Building blocks of E-R...
Source: MyHabit.com• Myhabit.com displays product videos into its product pages, the model shown above actuallywalks and t...
Source: ProImpact7.comBy Jan Petrovic•Proflowers.com displays their SSL security seal by Verisign on the bottom of the pag...
Solution for Low page load time1. Using Memcached2. G-Zip compression for CSS / JS3. Use of CDN servers [content delivery ...
e-commerce players increasetheir conversion rate througheffective product page“CONTENT”2 Content
Descriptn AttributesMetaKeywordsImages:: Building blocks of E-Retail :: Content :: Overview ::Great product content why??C...
Main Product Image• The best productshot• Helps to highlightproduct look and feelRelated Items• Gives customer a choice to...
• Romanticize the product content to engage a consumer• Inform the consumer about product features• Seed SEO keywords:: Bu...
:: Building blocks of E-Retail :: Content :: Overview ::Product Attributes.http://www.up.ac.za/saafecs/vol31/north.pdfInte...
:: Building blocks of E-Retail :: Content :: Overview ::Product Images.Model shots give a better feelof how the product wi...
:: Building blocks of E-Retail :: Content :: Process Workflow ::Creating product KITS.Consumer Need• Allows a consumer tob...
Identifying and creating OPTIONS from manufacturer price sheetsConsumer Need• Gives customer finerchoices on a product she...
:: Building blocks of E-Retail :: Content :: Process Workflow ::Creating CROSS SELLS on accessories and related Items.Busi...
:: Building blocks of E-Retail :: Content :: Process Workflow ::CATEGORIZATION and CLASSING into relevant categories.Consu...
:: Building blocks of E-Retail :: Content :: Product Photography ::Internet Product Photography & Why.ALTERNATIVE VIEWSCus...
:: Building blocks of E-Retail :: Content :: Product Photography ::E- Retail Photography Operational Challenges• Products ...
:: Building blocks of E-Retail :: Content :: Product Photography ::A typical setup for smaller size products.• Specialized...
:: Building blocks of E-Retail :: Content :: Product Photography ::Apparel Photo Shoot with Models.
:: Building blocks of E-Retail :: Content :: Product Photography ::E Retail Photo Shoot Best Practices.•CATEGORY PAGE IMAG...
Sales in OnlineMarketing in primarilydriven by highlyefficient“Online Marketing”Online Marketing.
OnlineMarketingSearchEngineOptimizationSocial MediaOptimizationEmailMarketingAffiliateMarketingOnlineChannelManagementPaid...
:: Building blocks of E-Retail :: Online Marketing :: Search Marketing:SEO and PPC ( Dominance of Google )Pay Per ClickAdv...
:: Building blocks of E-Retail :: Online Marketing :: Search Marketing:Search Engine Optimization.What is SEO?Combination ...
Higher RevenuesSite Outreach– Off PageOptimizationIncrease pagerank and trafficby reaching outto relevant sitesOn SiteOpti...
:: Building blocks of E-Retail :: Online Marketing :: Search Engine Optimization ::1. Keyword strategy: Detailed keyword r...
1 Page Title 2 URL Structure 3 Meta Keywords6 Image Alt Tags 5 Key word density4 Meta DescriptionOptimize most visited pag...
:: Building blocks of E-Retail :: Online Marketing :: Search Engine Optimization ::3. Site Outreach – Off Page Optimizatio...
:: Building blocks of E-Retail :: Online Marketing ::Social Media Marketing.3
:: Building blocks of E-Retail :: Online Marketing ::Email Marketing (Permission Based)• Promotion of Products and Service...
:: Building blocks of E-Retail :: Online Marketing :: Email Marketing ::Email Marketing: Details …..SUBJECT : Sandesh, Sea...
:: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing ::Affiliate Marketing management websites.12Nati...
:: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing ::Price Comparison WebsitesBook pricingcompariso...
Brand Products:: Building blocks of E-Retail :: Online Marketing ::Online Multichannel MarketingSell products on Multichan...
Manage last mile orderdelivery and returnsthrough robust“Fulfillment”4 Fulfillment.
:: Building blocks of E-Retail :: Order Management & Fulfillment ::Most important aspects of fulfillment.Source: Nielsen W...
:: Building blocks of E-Retail :: Order Management & Fulfillment ::Goods movement post purchase.Vendor,Dropshipper,Direct ...
Order Allocator System: In Multi Vendor EnvironmentA•The order allocator system will decide where the order will be placed...
Warehouse Management SystemB•The warehouse management system will track the in’s and out of inventory fromthe warehouse.•T...
:: Building blocks of E-Retail :: Order Management & Fulfillment ::Ecommerce dedicated warehouses : USA.
Vendor Management SystemC•The vendor management system will track the activities of thevendor.•The vendor management team ...
Inventory Management SystemD•The inventory management system will keep a check on the available inventoryat our warehouse....
Supplier Management SystemE•The supplier management system will track the supply from the manufacturer.•It should manage t...
•The courier management system will allocate the order to the specific couriercompany.•This system by decided logic will d...
Order Tracking SystemG•The order tracking system will track orders by Order ID.•This functionality has to be made availabl...
Returns Management SystemH•The returns management system will manage the returns by the customer.•Returns authorization te...
:: Building blocks of E-Retail :: Order Management & Fulfillment ::Warehousing.Ecommerce dedicated warehouses : USA.Video ...
:: Building blocks of E-Retail :: Order Management & Fulfillment ::Third Party Logistics Services for Ecommerce.
Ecommerce :: Ecommerce in India :: Ecosystem :: Ecommerce Supply Chain ::Owned vs. Outsourced delivery.In the short to med...
:: Building blocks of E-Retail :: Order Management & Fulfillment ::Packaging.Amazon Certified Frustration-Free PackagingAm...
:: Building blocks of E-Retail :: Order Management & Fulfillment :: Packaging ::More Examples.
:: Building blocks of E-Retail :: Order Management & Fulfillment :: Packaging ::Lets took Pictures of all Indian Packaging...
Retain and assistcustomers throughincredible“Customer Service”5 Customer Service.
Online Retail :: Online Retail Operations :: Building blocks of E-Retail ::Customer Support: The Objective5
• Goods Tracking.• Orders over the phone.• Customer Care.• Vendor Management.• Feedback from Customers.:: Building blocks ...
EmailLive ChatPhone123:: Building blocks of E-Retail :: Customer Service ::3 Famous Mediums of Customer Support.
Online Retail :: Case Study
Retail versus Online Retail.Online Retail :: Online Retail in USA ::Case Study.
Walmart. vs Amazon.Round 1. Market Performance.
Walmart. vs Amazon.Round 2. Products & Prices.Food For thoughtIf the cost of monthly shipment and cost of trips to retail ...
Walmart. vs Amazon.Round 3. Brand Performance.Amazon by proving higher brand ranking and customer service has proven thatt...
Walmart. vs Amazon.Round 4. Expansion & Innovation.
Walmart. vs Amazon.Projected Revenue.Key Take Away•Amazon is projected to surpassWal-Mart in sales revenues in theyear 2024.
Future of Ecommerce
Future of Ecommerce :: Payments ::Ease and Payments at a Click of a Button.New innovative payment solutions.
Future of Ecommerce :: SMS Buying::Buy using a text.Buying through mobile texting.
Future of Ecommerce :: Augmented reality ::Buying as you think it in real world bywatching in real world through digital e...
Future of Ecommerce :: Augmented reality ::Buying as you think it in real world by watchingin real world by Digital eyes …...
Future of Ecommerce :: Social Buying ::Buying with Approval, Kaisa Lag raha hain?Instant show and Tell.
Future of Ecommerce :: Social Buying ::What do my friends like? Peer Acceptance isKey in Shopping Process. Isnt it ….Insta...
Future of Ecommerce :: Social Buying ::Buy with Approval of Friends and Family.Instant show and Tell.
Future of Ecommerce :: Group Deals ::Group buying behavior as we do it.Collaboration.
Future of Ecommerce :: Group Deals ::Pay as a Group for Gifts and more…Collaboration.
Thank You @ Welcome toEcommerce WorldFeel free to contact us for further queriessamar@iksula.com+919867020005
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Building blocks eTailing India Conclave Jaipur- 2013- Samarjeet Singh- Iksula

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Building blocks eTailing India Conclave Jaipur- 2013- Samarjeet Singh- Iksula

  1. 1. Building Blocks eRetail.
  2. 2. Samarjeet SinghEBay 13+ InternetRetail Experience,Baazee.comCRICKET TalkativeTajonline PositiveBlack Label
  3. 3. What do we do?Iksula is an End-to-End Internet Retail Solutions and ServiceProviderTechnologyInternetMarketingContentProductionConsulting
  4. 4. About Iksula2007The Year Iksula was Founded
  5. 5. About Iksula200+Employees as of Dec-2012
  6. 6. About Iksula40+Man Years of Digital Expertise
  7. 7. About Iksula200+Ecommerce Websites powered by Iksula
  8. 8. About Iksula3Offices in Mumbai, New YorkandSingapore
  9. 9. Clients Across 5 Continents
  10. 10. A few of our Clients
  11. 11. Main Index.Online Retail Operations -------------------------------------------------------------------------------------------------------------------------------------------1033.a. Building blocks of Online Retail ---------------------------------------------------------------------------------------------------------------------------------------------------------------1043.b. Technology ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1053.c. Content & Imaging -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1283.d. Online Marketing ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1463.e. Fulfillment ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1713.f. Customer Support --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1874. Looking Ahead -----------------------------------------------------------------------------------------------------------------------------------------------------1944.a. M Commerce --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1954.b. Social Commerce --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------2084.c. Innovations -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------2154.d. T-Commerce --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------2165. Key Lessons ---------------------------------------------------------------------------------------------------------------------------------------------------------217
  12. 12. Ecommerce :: Introduction to Ecommerce through Eyes of a Consumer::Effects on Purchase Decision.Store 1Store 2 Store 1Store 1Store 2SearchEnginesTargeted AdsStore 1 OnlineWebsiteStore 1 OnlineWebsitePurchase Decisions have got very informative but verycomplicated for retailers
  13. 13. Online Retail :: Introduction ::Why E-Retail: The Reasons remain the same over yearsE retail Consumer Value Proposition.
  14. 14. ConvenienceHard To FindPriceOnline Retail :: Online Retail in USA ::Proposition of Online Retail in US.
  15. 15. Online Retail :: Online Retail in USA :: Proposition of Online Retail in US ::Convenience : The Consumer PropositionConvenienceBooks, Music,Movies,….Sit @ Homeand Get itSelectionDeepResearchValue Proposition , Categories and Formats.
  16. 16. Hard to FindAntiques, Coins,Radio ControlledToys ….C2C CommerceCannot get itAnywhere Get ithereLocal becameNational withsecond hand goodsOnline Retail :: Online Retail in USA :: Proposition of Online Retail in US ::Hard to Find: The Consumer Proposition.Value Proposition , Categories and Formats.
  17. 17. Inventory ClearanceDiscountPriceElectronics,Computers,Price DiscoveryAuction, VolumeAggregationOnline Retail :: Online Retail in USA :: Proposition of Online Retail in US ::Price: The Consumer Proposition.Value Proposition , Categories and Formats.
  18. 18. Online Retail :: Online Retail in India
  19. 19. Online Retail :: Online Retail in India :: Current Indian Online Retailers. ::429+ significant players now operating…and many more….Source : Iksula Consulting
  20. 20. Ecommerce :: Ecommerce Business models ::Indian E-Retail Landscape: A SummaryVerticalSource : ‘India Goes Digital’ - Avendus
  21. 21. Online Retail :: Online Retail Operations.
  22. 22. Online Retail :: Online Retail in USA ::Challenges faced initially by brick n mortar stores on Online medium???How will wereserveInventory ?How do we planSupply for our storeplus online ?We have no ideaabout OnlineTechnologies !How will weIntegrate withour ERP ?We don’t have aOnline MerchandisingPlan !What isOnlineMarketing ? How do we shipIndividual Orders?How do weManage Returns?Does it seem like a same story everywhere ?
  23. 23. Ecommerce Master Class :: Online Retail ::Index.2.d. Online Retail Operationsa. Building Blocks of Online Retailb. Technology .c. Content.d. Product Photography.e. Online marketing.f. Fulfillmentg. Packagingh. Customer Support
  24. 24. Online Retail :: Online Retail Operations.Building blocks of E-Retail.TechMarketingFulfillmentcust careFront End Back EndCustomer 4Content2315Order SentOrder FulfilledKey Components of Digital Retailing
  25. 25. Scaling your business byimplementing robust,extensible & upgradable“Technology”1 Technology.tech1
  26. 26. :: Building blocks of E-Retail :: Technology ::E-Retail Transaction Workflow.
  27. 27. :: Building blocks of E-Retail :: Technology ::The building blocks of e-Retail technology.TechnologyMerchandisingMarketingSocial & MobileBackendManagementSecurityMaintenanceSupportPerformance
  28. 28. :: Building blocks of E-Retail :: Technology :: Technology requirements today ::Merchandising functionality. MerchandisingProduct Zooms Product OptionsProductComparisonsSoft Add to CartSwatch Options Unlimited Product Photos
  29. 29. :: Building blocks of E-Retail :: Technology ::Cross Selling.Why Amazon does this better????1. First, they build relationship maps of product inventory and attributes2. Then, they capture consumer intent and combine it with the “wisdom of the crowds.3. On a page load, they run multiple recommendation types in real time to recommend the perfect products.4. Finally, they measure the performance of the recommendations, creating a real time-feedback loop thatconstantly optimizes them on a per placement and per page basis
  30. 30. :: Building blocks of E-Retail :: Technology ::Up Selling.
  31. 31. :: Building blocks of E-Retail :: Technology ::Personalization.
  32. 32. MarketingDaily Deals Get found in search engines Create coupons & discountsPost Customer reviewsfor real time feedbackSend automated emailsand newslettersWish Lists:: Building blocks of E-Retail :: Technology :: Technology requirements today ::Marketing functionality.
  33. 33. Social & MobileSell your products onFacebookPost directly to twitter &facebookManage videos in a snapLike it, Share it, tweet it. Mobile Sites:: Building blocks of E-Retail :: Technology :: Technology requirements today ::Integrations with Social & Mobile media.
  34. 34. ManagementCRM Tools Inventory ManagementReporting Order Processing:: Building blocks of E-Retail :: Technology :: Technology requirements today ::Managing the E-Retail backend.
  35. 35. Security &supportIndustry StandardCertificationsControl Access to the store:: Building blocks of E-Retail :: Technology :: Technology requirements today ::Security & support.
  36. 36. PerformanceSource: Volusion.com:: Building blocks of E-Retail :: Technology :: Technology requirements today ::Performance and Uptime.Content Delivery Networks Uptime Issues.Down is Revenue LossTechnology Hardware
  37. 37. :: Building blocks of E-Retail :: Technology ::Global Ecommerce technology Vendors.
  38. 38. :: Building blocks of E-Retail :: Technology ::What shopping cart technology to use.Starting Up Intermediate AdvancedGlobalCompany2 – 5 Lac 5 – 10 Lac 50 L – 1 Cr
  39. 39. :: Building blocks of E-Retail :: Technology ::Payment Gateways in India with charges( Rate Card: Negotiations over and Above ;-).Source: Iksula Consulting
  40. 40. Best Practice for Merchandizingin E-Retail:: Building blocks of E-Retail :: Technology ::Case Study.
  41. 41. :: Building blocks of E-Retail :: Technology :: Case Study ::Home Page.•Proflowers.com displays on each page in the header banner saying “Need it today?”, whichclearly attracts people who need flowers now – today. 1800flowers.com displays a similar banneronly on the home page, but not in the header or anywhere else throughout the site.•Proflowers.com homepage is more visually appealing and makes a selling point rather than justdisplay.Multi-brand Websites integrated with single Check outHighlightedCustomer CareNumberCreate UrgencyNeed it today !!Best Sellers onhomepageSeparate Categoryfor OccasionProminent SearchBoxInternationalOrdersSource: ProImpact7.comBy Jan Petrovic
  42. 42. :: Building blocks of E-Retail :: Technology :: Case Study ::Category Page.Detailed ChoiceOptionsAppealing ProductPhotographyUpfrontPricingBread CrumbsSorting OptionsShipping InfoSource: utsavfashion.in
  43. 43. :: Building blocks of E-Retail :: Technology :: Case Study ::Product Page : Above the Fold.Source: Yebhi.comProduct ZoomsProduct TitlesShipping InfoCustomer Care InfoPmt.InfoProduct AttributesProductDescriptionsBuying GuidesSocial MediaIntegrationsAlternate ImagesFold
  44. 44. Source: Yebhi.comSocial AcceptanceUp SellsCross SellsSearch HistoryFoldAbove theFoldBelow theFold:: Building blocks of E-Retail :: Technology :: Case Study ::Product Page : Below the Fold.
  45. 45. Source: MyHabit.com• Myhabit.com displays product videos into its product pages, the model shown above actuallywalks and turns on the product pageProduct 3DVideos:: Building blocks of E-Retail :: Technology :: Case Study ::Product Page : Innovations.
  46. 46. Source: ProImpact7.comBy Jan Petrovic•Proflowers.com displays their SSL security seal by Verisign on the bottom of the page• Original website header and footer are replaced by progress indicator and “lighter” footer in ordernot to distract shoppers from their task, which is to finish the checkout process. In both casesthrough out the whole checkout process you will see what is in your basket,Steps RemainingSatisfactionGuaranteesTrust SealsSafe TransactionPrompts:: Building blocks of E-Retail :: Technology :: Case Study ::Checkout Page.
  47. 47. Solution for Low page load time1. Using Memcached2. G-Zip compression for CSS / JS3. Use of CDN servers [content delivery network]4. Nearest server location as of the target user source.5. Compress output6. Leverage browser caching7. PHP tweaks like allocate more memory to the application8. Get rid of 404 errors.9. Reduce http request10.Use Sprite images.Solution for increasing SKU1. MySql Tuning2. Indexing of Products3. Query Caching:: Building blocks of E-Retail :: Technology :: Technology requirements today :: Performance ::Case Study : Performance Optimization a gifting website.ProblemLow page loadtimeIncreasing SKUSource: Iksula Consulting
  48. 48. e-commerce players increasetheir conversion rate througheffective product page“CONTENT”2 Content
  49. 49. Descriptn AttributesMetaKeywordsImages:: Building blocks of E-Retail :: Content :: Overview ::Great product content why??Convert• SEO optimized contentwhich helps theproduct page to gainSEO rankings• Structured product attributeswhich helps usersunderstand the product• Detailed images which helpconsumers to get a feel ofthe product• Great sales pitch• Highlight consumer benefits rather thanproduct features• Better ConversionsPlays a key role in “attracting”, “engaging” and “converting” users
  50. 50. Main Product Image• The best productshot• Helps to highlightproduct look and feelRelated Items• Gives customer a choice tochoose from other similarproducts and accessorizeProduct Title• The first window to theproduct along with thethumbnail imageProduct Description• Gives the consumer a feel of how the product willlook and feelAlternate Product Images Helps consumer to get a complete feel of the productKey Features• Gives a quickoverview of the keyselling featuresOnline Retail :: Online Retail Operations :: Building blocks of E-Retail ::Product Page Content.2Effective content is required to improve site conversion rates.
  51. 51. • Romanticize the product content to engage a consumer• Inform the consumer about product features• Seed SEO keywords:: Building blocks of E-Retail :: Content :: Overview ::Product Description.Engage, inform and convert through well written product descriptions.Engaging ProductContent keepscustomers gluedto the page andSEO Rankings
  52. 52. :: Building blocks of E-Retail :: Content :: Overview ::Product Attributes.http://www.up.ac.za/saafecs/vol31/north.pdfInternational Study by the University of PretoriaThe above research suggests that :Price and Style are the most importantattribute in apparels categoryDetailed product attributes whichhelps a consumer to know theproduct betterDetailed structured attribute which helps user comprehend products.
  53. 53. :: Building blocks of E-Retail :: Content :: Overview ::Product Images.Model shots give a better feelof how the product will lookon a personHigh resolution model shots help to get consumers a real life feel.High resolution images gets close to real life experienceAbility to zoom to view fabricdetailing and designs
  54. 54. :: Building blocks of E-Retail :: Content :: Process Workflow ::Creating product KITS.Consumer Need• Allows a consumer tobuy an entire set ofproducts• Up sell opportunityfor the site1. Identify all the productswhich can be kittedtogetherSofaCushionChairSide tableFurniture Category ExampleSupplier: MGM TradingKit: Living Room KitFoot Stool Coffee table2. Also leverage category knowledge to identifyother items which could go with this kit. Eg: Chests
  55. 55. Identifying and creating OPTIONS from manufacturer price sheetsConsumer Need• Gives customer finerchoices on a product shehas chosenLighting Category ExampleSupplier: NulcoProduct: Nulco Decorative Flush MountAvailable optionsPictured in tuscan bronze Image caption helps customersunderstand the picture better andalso index images on SEs:: Building blocks of E-Retail :: Content :: Process Workflow ::Creating OPTIONS.
  56. 56. :: Building blocks of E-Retail :: Content :: Process Workflow ::Creating CROSS SELLS on accessories and related Items.Business Need• Cross sell related itemsto increase consumervaluePlumbing Category ExampleSupplier: DanzeProduct: Danze D500058 Single Handle Pressure Balanced Tub, ShowerTrim and Valve with Rain Showerhead from the Parma CollectionAccessories Related ItemsMain Product
  57. 57. :: Building blocks of E-Retail :: Content :: Process Workflow ::CATEGORIZATION and CLASSING into relevant categories.Consumer Need• Helps a consumernarrow down on hischoice of productsExample: Classes & Attribute list for the Lighting Category
  58. 58. :: Building blocks of E-Retail :: Content :: Product Photography ::Internet Product Photography & Why.ALTERNATIVE VIEWSCustomers don’t buy what they can’t see, "You need to showalternative views because you’re really trying to close thetouch-and-feel barrier that is lacking on the website that youcan experience in a store setting.Source: Victorinox.comWithout the ability to touch, hold, smell, taste or otherwise handle the productscustomers have only images to interact with.CONVERSION RATEUltimately, the softer, tastier, flashier and more attractiveyour products look to shoppers, the more confident they’llfeel about purchasing from you and the better your“conversion rate” will be.EVALUATE PRODUCTSProvide a competitive advantage. In a crowded e-commercelandscape offering high quality images (and plenty of them)helps users evaluate products and decide to buy.
  59. 59. :: Building blocks of E-Retail :: Content :: Product Photography ::E- Retail Photography Operational Challenges• Products handling and Re-packing.• In house apparel ironing stations.• Backend systems integration for quick photo uploads to system.• Make up artists, Equipment Management and Studio Management.• In house vs. Outsource Dilemma The Speed Vs Control Dilemma• Maximum number of finished images per dayE-Retail Photography is process andscale is the biggest challenge .
  60. 60. :: Building blocks of E-Retail :: Content :: Product Photography ::A typical setup for smaller size products.• Specialized Product Photography Cameras and Camera Box.• Product Angle &Background Setup• Lighting SetupKey Challenges:• Products need to be very high resolution tohelp in zoom.• Low Setup time and higher number of Shots/ Shift• More Angles to ensure higher rotation forSmaller Products.
  61. 61. :: Building blocks of E-Retail :: Content :: Product Photography ::Apparel Photo Shoot with Models.
  62. 62. :: Building blocks of E-Retail :: Content :: Product Photography ::E Retail Photo Shoot Best Practices.•CATEGORY PAGE IMAGES. •PRODUCT PAGE IMAGES. •ZOOMED/DETAILED PRODUCT IMAGES.For category images it makes sense to:1. Use images to complement text descriptions.2. Be sure images are large enough forcomparisons.3. Display color swatches.For product images it makes sense to:1. Offer detailed images and multiple views.2. Enable users to see product variations.3. Don’t group products into the sameimage.4. Make it easy for users to switch betweenviews and variations.For zoomed images it makes sense to:1. For exceptionally large items, offer manyviews..2. Have Adequate resolution.3. In Focus with the mouse over.Source: completeusability.com
  63. 63. Sales in OnlineMarketing in primarilydriven by highlyefficient“Online Marketing”Online Marketing.
  64. 64. OnlineMarketingSearchEngineOptimizationSocial MediaOptimizationEmailMarketingAffiliateMarketingOnlineChannelManagementPaidAdvertisingOnline Retail :: Online Retail Operations :: Building blocks of E-Retail ::Online Marketing.Potential Objectives.•Driving targeted traffic to a Web site andconverting visitors to customers.•Customer retention and increasing LTVof a customer.•Establishing Brand-AwarenessStrategies and tactics applied on the internet to support an organization’s overall online marketing objectives.123456
  65. 65. :: Building blocks of E-Retail :: Online Marketing :: Search Marketing:SEO and PPC ( Dominance of Google )Pay Per ClickAdvertisementsPay Per ClickAdvertisementsSearch EngineOptimizedResults.1
  66. 66. :: Building blocks of E-Retail :: Online Marketing :: Search Marketing:Search Engine Optimization.What is SEO?Combination of activities that prepare website to get into higher ranks in the natural search.A snapshot of search results pageBenefits of SEO: Reach out to wider global audience Position the brand and position it right! Spread awareness and engage consumer. Very cost effective marketingPopular search enginesWhy do SEO? Search engines can read your websiteproperly & understand itImprove credibility of your site on theinternetDrive traffic from other sites to yoursite1
  67. 67. Higher RevenuesSite Outreach– Off PageOptimizationIncrease pagerank and trafficby reaching outto relevant sitesOn SiteOptimizationSEO Audit -Structural &ContentAnalysis,ExecutionKeywordResearch &StrategyInternal,Market andCompetitionanalysis:: Building blocks of E-Retail :: Online Marketing :: Search Engine Optimization ::SEO approach2.1.3.SEO approach should be “end result driven” & “comprehensive”A constant focus onwhat matters most –conversion andrevenuesOrganic Visitors1
  68. 68. :: Building blocks of E-Retail :: Online Marketing :: Search Engine Optimization ::1. Keyword strategy: Detailed keyword research, classification and execution plan.• Arrive at relevant keywordsas per target audience &internal strategy•Current product lines•TG & demographic research•Most searched keywords onsite•Keyword density for top sitepages•Strategic keywordsInternalResearch• Benchmark strengths andopportunities with market &competition•Keyword competition analysis•Identity and leverage nichelong tail opportunities•Keyword suggestions•Seasonal trends & it’s impactsMarketresearch• Classify and drive activitiesas per keyword buckets•Keyword classification –Strategic, High Volume, LongTail, Virgin, Phrase•Customized activities for eachbucket of keywordsKeywordstrategyKeyword classification & strategyKeyword researchKeyword classification Definition StrategyStrategic Keywords most relevant to my product lines andTG and with high search volumesHigh density use in site elements, meta data, content alongwith targeted off page activitiesHigh volume Keywords indirectly relevant to my product linesand with very high search volumesVery low density use in meta keywords along with broadtargeting through off page activitiesLong tail Keywords relevant to my product lines and TG,but with very low search volumesLow density use in meta data along with broad targetingthrough off page activitiesVirgin Keywords relevant to my product lines and TG,but with very low search volumesHigh density in page content, medium density in meta dataalong with targetted off page activities; evaluate autocreation of pages specific to search queriesLong search queries Phrase search queries (typically very highconversions)Evaluate auto creation of pages specific to search queriesalong with link building1
  69. 69. 1 Page Title 2 URL Structure 3 Meta Keywords6 Image Alt Tags 5 Key word density4 Meta DescriptionOptimize most visited pages through customized “structure” and “content”:: Building blocks of E-Retail :: Online Marketing :: Search Engine Optimization ::2. On Site Optimization: A “3 step” comprehensive process to optimize and index pagesOptimize long tail pages through a “page content” and “auto template” based fillStep 2.Step 1.Site Map submissions – create & manually submit XML site mapsto search enginesStep 3.1
  70. 70. :: Building blocks of E-Retail :: Online Marketing :: Search Engine Optimization ::3. Site Outreach – Off Page Optimization: Increase site authority & drive traffic from back linksA concerted drive to reach out to high authority and relevant sites with information onthe website leading to• Increased authority of the site and Indexed pages to improve page rank• Increased traffic from links linking back to the site“8 step process” to create back links, to improve Page Rank & driving traffic1. Directory Submissions (Site & Individual Pages).2. Write and Maintain Blogs.3. Comments on other Blogs, Groups, Forums.4. Article Submissions.5. Video Submissions.6. Social Media & Bookmarks.7. Image SEO.8. Local SEO.1
  71. 71. :: Building blocks of E-Retail :: Online Marketing ::Social Media Marketing.3
  72. 72. :: Building blocks of E-Retail :: Online Marketing ::Email Marketing (Permission Based)• Promotion of Products and Services via Email• Lower Cost and More Flexible Than Direct Mail• Build, Retain and Strengthen Customer Relationships• Builds Brand-awarenessCampaignObjectives• Sales• Leads• AwarenessCreate MediaMessage• Text• Images• AudioDeliverBroadcast• Email• Link CodesAnalyzePerformance• Open• Click• Buy / ActionApproach to Email Marketing4
  73. 73. :: Building blocks of E-Retail :: Online Marketing :: Email Marketing ::Email Marketing: Details …..SUBJECT : Sandesh, Season of Sale on Myntra - Up to 50% OFF on 200+ BrandsTo unsubscribe, click hereSend this message to a friend.To view a web version of this message, click hereUp to 50% Off on Footwear for Men & Women. Rs. 125 onwards.SHOP NOWUp to 50% Off on Accessories for Men & Women. Rs. 125 onwards.SHOP NOWCreate UrgencyPersonalizationSharingOpt out optionHigh Quality Images4
  74. 74. :: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing ::Affiliate Marketing management websites.12NationalNationalInternational35
  75. 75. :: Building blocks of E-Retail :: Online Marketing :: Affiliate Marketing ::Price Comparison WebsitesBook pricingcomparisonPricing comparison websites are different for different categories.5
  76. 76. Brand Products:: Building blocks of E-Retail :: Online Marketing ::Online Multichannel MarketingSell products on Multichannel to Increase Coverage and sales.6
  77. 77. Manage last mile orderdelivery and returnsthrough robust“Fulfillment”4 Fulfillment.
  78. 78. :: Building blocks of E-Retail :: Order Management & Fulfillment ::Most important aspects of fulfillment.Source: Nielsen Wire US 2011Fulfillment is the key to Service
  79. 79. :: Building blocks of E-Retail :: Order Management & Fulfillment ::Goods movement post purchase.Vendor,Dropshipper,Direct supply ManufacturerBACIsStockAvl.DShipped to customerFCourierYesNoReturnsHESupplier/Mft.WarehouseStock supply to warehouseGGShipped to customerEfulfillment.
  80. 80. Order Allocator System: In Multi Vendor EnvironmentA•The order allocator system will decide where the order will be placedi.e to our own warehouse or to third party supplier based on a setalgorithm.•This may depend on the order in stock in our warehouse oravailability.Process
  81. 81. Warehouse Management SystemB•The warehouse management system will track the in’s and out of inventory fromthe warehouse.•This system will work closely with the inventory management software.•Shipping labels to be generated for the packing team.Process
  82. 82. :: Building blocks of E-Retail :: Order Management & Fulfillment ::Ecommerce dedicated warehouses : USA.
  83. 83. Vendor Management SystemC•The vendor management system will track the activities of thevendor.•The vendor management team will have their frontend wherein theycan track & update the status of the order with the vendor andmonitor the vendors.Process
  84. 84. Inventory Management SystemD•The inventory management system will keep a check on the available inventoryat our warehouse.•Inventory with TP vendor can also be mapped in this system.•Returns data and replenishment will have to be integrated here.•The inventory management system will coordinate with thesupplier so that there are no “out of stock items” and requiredinventory is replenished on time.Process
  85. 85. Supplier Management SystemE•The supplier management system will track the supply from the manufacturer.•It should manage the inventory supply to our warehouse and make sure we haveenough stock on hand always for fulfillment.•The supplier management system is to be mapped with the inventorymanagement for this purpose of ‘Inventory Replenishment’•We have to make provisions and arrangements of ‘Just in Time’ delivery orderwith the supplier.Process
  86. 86. •The courier management system will allocate the order to the specific couriercompany.•This system by decided logic will decide who will be the most cost effectivecourier for a particular order.• Data provided by courier companies. Eg price, destination pin codes, weight tobe mapped in this system for logic to work•This system will also be integrated with the ‘Order trackingsystem’ to track orders.Courier Allocator SystemFProcess
  87. 87. Order Tracking SystemG•The order tracking system will track orders by Order ID.•This functionality has to be made available to the customer ,vendor& supplier management team as well as the customer support callcentre team who will be up to date with the current happenings of aparticular order.Process
  88. 88. Returns Management SystemH•The returns management system will manage the returns by the customer.•Returns authorization team will approve the returns / money back to thecustomer and will generate a return authorization number.•Returns inventory data mapping.•The system will work with the warehouse/ Third Party vendor to ship areplacement product or write off the order if the customer decides to get hismoney Back.Process
  89. 89. :: Building blocks of E-Retail :: Order Management & Fulfillment ::Warehousing.Ecommerce dedicated warehouses : USA.Video of Diapers.com warehouse in the main folder.
  90. 90. :: Building blocks of E-Retail :: Order Management & Fulfillment ::Third Party Logistics Services for Ecommerce.
  91. 91. Ecommerce :: Ecommerce in India :: Ecosystem :: Ecommerce Supply Chain ::Owned vs. Outsourced delivery.In the short to medium term, it seems increasingly likely that e-commerce companies willfollow a two-pronged strategy:A ) Developing their own delivery channel for the metros.B) Relying on outsourced parties for tier 2 and 3 cities where they are subscale.Supply Chain & LogisticsSource : ‘India Goes Digital’ - Avendus
  92. 92. :: Building blocks of E-Retail :: Order Management & Fulfillment ::Packaging.Amazon Certified Frustration-Free PackagingAmazon works directly with manufacturers to box products inFrustration-Free Packages right off the assembly lines, which reducesthe overall amount of packing materials used.Why put a box into a box ??
  93. 93. :: Building blocks of E-Retail :: Order Management & Fulfillment :: Packaging ::More Examples.
  94. 94. :: Building blocks of E-Retail :: Order Management & Fulfillment :: Packaging ::Lets took Pictures of all Indian Packaging we have: Still some way to goMyntra.com Flipkart.com
  95. 95. Retain and assistcustomers throughincredible“Customer Service”5 Customer Service.
  96. 96. Online Retail :: Online Retail Operations :: Building blocks of E-Retail ::Customer Support: The Objective5
  97. 97. • Goods Tracking.• Orders over the phone.• Customer Care.• Vendor Management.• Feedback from Customers.:: Building blocks of E-Retail :: Customer Service ::Reasons for Customer Support.Customer service will be a differentiating factor between eTailers.
  98. 98. EmailLive ChatPhone123:: Building blocks of E-Retail :: Customer Service ::3 Famous Mediums of Customer Support.
  99. 99. Online Retail :: Case Study
  100. 100. Retail versus Online Retail.Online Retail :: Online Retail in USA ::Case Study.
  101. 101. Walmart. vs Amazon.Round 1. Market Performance.
  102. 102. Walmart. vs Amazon.Round 2. Products & Prices.Food For thoughtIf the cost of monthly shipment and cost of trips to retail shops equals Amazonwould always be cheaper and occupy the pricing proposition completely
  103. 103. Walmart. vs Amazon.Round 3. Brand Performance.Amazon by proving higher brand ranking and customer service has proven thatthis model can deliver to consumer expectations
  104. 104. Walmart. vs Amazon.Round 4. Expansion & Innovation.
  105. 105. Walmart. vs Amazon.Projected Revenue.Key Take Away•Amazon is projected to surpassWal-Mart in sales revenues in theyear 2024.
  106. 106. Future of Ecommerce
  107. 107. Future of Ecommerce :: Payments ::Ease and Payments at a Click of a Button.New innovative payment solutions.
  108. 108. Future of Ecommerce :: SMS Buying::Buy using a text.Buying through mobile texting.
  109. 109. Future of Ecommerce :: Augmented reality ::Buying as you think it in real world bywatching in real world through digital eyes.Retailing Experience.
  110. 110. Future of Ecommerce :: Augmented reality ::Buying as you think it in real world by watchingin real world by Digital eyes …..Retailing Experience.
  111. 111. Future of Ecommerce :: Social Buying ::Buying with Approval, Kaisa Lag raha hain?Instant show and Tell.
  112. 112. Future of Ecommerce :: Social Buying ::What do my friends like? Peer Acceptance isKey in Shopping Process. Isnt it ….Instant show and Tell.
  113. 113. Future of Ecommerce :: Social Buying ::Buy with Approval of Friends and Family.Instant show and Tell.
  114. 114. Future of Ecommerce :: Group Deals ::Group buying behavior as we do it.Collaboration.
  115. 115. Future of Ecommerce :: Group Deals ::Pay as a Group for Gifts and more…Collaboration.
  116. 116. Thank You @ Welcome toEcommerce WorldFeel free to contact us for further queriessamar@iksula.com+919867020005

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