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E-COMMERCE GROWTH: 25 proven tactics to grow your E-Commerce

Following our eShopper Index 2015, we are thrilled to release our new presentation that focuses on E-Commerce growth.

iVentures Consulting has identified 25 proven differentiating tactics that help companies to improve their E-commerce performances for more growth.
Our analysis is illustrated through 80 best practices in Personalization, Content Marketing, Mobile and many other fields.

To know more about the eShopper Index:

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E-COMMERCE GROWTH: 25 proven tactics to grow your E-Commerce

  1. 1. E-Commerce Growth 25 proven tactics to grow your E-Commerce October 2015
  2. 2. 3 pillars to define and implement actionable tactics for more growth Customer acquisition Conversion Retention ©iVentures Consulting 2015 2
  3. 3. Which differentiating tactics to grow your e-commerce? Opportunities for differentiation exist all along the customer journey. They can come in the form of improvements on existing actions (quick win) and/or implementation of new features and services in the following fields: Social media Content marketing Personalization Mobile Customer service DeliveryIncentives Communication emails
  4. 4. ✔ First, for each chosen tactic, don’t forget to identify and prioritize your goals? ©iVentures Consulting 2015 4 Increase brand awareness Provide a unique experience Make customers discover products Increase conversion Engage customers Increase average order value Reassure customers Increase customer satisfaction Drive traffic in-store and to eShop Reinforce customer loyalty
  5. 5. How can social media have greater impact on your sales?
  6. 6. Highlight deals, special offers and exclusives on Facebook and Twitter, and make them shoppable now. Sephora’ s special offer on Facebook ©iVentures Consulting 2015 6 Quick winTactic #1 Kate Spade’ s special offer on Facebook Saks’ exclusive on Facebook
  7. 7. Kenzo’s new bag on Instagram Bobbi Brown Cosmetics’ collection on Saks’ Facebook Warby Parker’s highlight of sunglasses to buy now on Twitter Highlight new arrivals, collections and products on Facebook, Twitter, Instagram and Pinterest, and make them shoppable now. ©iVentures Consulting 2015 7 Quick winTactic #2
  8. 8. How to drive E-Commerce success with Content Marketing?
  9. 9. Provide customer online reviews and testimonials on product pages to convince other customers to buy a product. Sephora’s rating & review section ModCloth’s rating & review section ©iVentures Consulting 2015 9 Quick winTactic #3
  10. 10. Be more transparent about products on product pages: •  Origin. •  Composition/ingredients. •  Pricing. Everlane’s transparency on pricing and origin ©iVentures Consulting 2015 10 Stoffa’s transparency on composition and origin Kiehl’s transparency on ingredients Quick winTactic #4
  11. 11. Show product in action through video on product pages: •  Product worn and staged. •  Product demonstration. •  How to’s. Everlane’s product video on product page ©iVentures Consulting 2015 11 Net-A-Porter’s product video on product page Benefit’s Tips & Tricks video on product page Quick winTactic #5
  12. 12. Create and highlight inspirational images and videos on home and landing pages, staging products and collections and make them shoppable: •  Lifestyle lookbook (fashion). •  Still-life. •  Campaign. H&M’s Coachella shoppable inspirational images (lookbook style) ©iVentures Consulting 2015 12 Kate Spade’s shoppable inspirational video (lookbook style) Clinique’s inspirational images to shop now (Still-life style) Tactic #6 New content
  13. 13. Create an editorial/ tips section or a magazine with shoppable content to inspire and guide customers in their purchase: •  Tips & tricks (Cosmetics, Fashion, Consumer electronics, etc.). •  Lookbooks, editor’s picks … (Fashion). •  Product tests & reviews (Consumer electronics). Harrods’ editorial Style Insider section ©iVentures Consulting 2015 13 Sephora’s beauty section Fnac’s editorial section managed by store experts Tactic #7 New content
  14. 14. How to personalize the customer experience?
  15. 15. Push real-time sophisticated up and cross-selling opportunities on product pages, shopping bag and communications emails. •  Complementary items. •  Similar items. •  People who bought this item also bought. •  Etc. Amazon’s cross-selling based on what people who viewed this item also viewed ©iVentures Consulting 2015 15 Saks’ “complete the look” cross-selling Sephora’s similar products cross-selling Quick winTactic #8
  16. 16. Push the right information and offers at the right time on all your E-Commerce channels (web, mobile, emails & newsletters), based on: •  Navigation & search queries. •  Purchase history. •  Shopping bag & wishlist. •  Geographic location. •  Customer segments. Amazon’s recommendations based on previous purchases ©iVentures Consulting 2015 16 Fnac’s recommendations based on previous purchases and browsing history Zappos’ recommendations based on previous purchases and browsing history Tactic #9 New feature
  17. 17. How to create effective customer incentives? ©iVentures Consulting 2015 17
  18. 18. Push incentives/offers to encourage prospects and customers to place orders, subscribe to newsletters or deals, etc… •  Discounts, vouchers, free delivery, free services, gifts etc. ©iVentures Consulting 2015 18 Bonobos’ incentives to subscribe to newsletter and encourage a 1st order (discount and free shipping) Zalando’s incentive to subscribe to newsletter (voucher) Instacart’s incentive to encourage a new order Estée Lauder’s incentives to subscribe and encourage a 1st order (discount) Tactic #10 Quick win 10/7/2015 Gmail - We miss you, Aurelia! 1/2 Aurelia  Ammour  <> We  miss  you,  Aurelia! 1  message Instacart  <no-­> Wed,  Oct  7,  2015  at  4:52  PM Reply-­To:  Instacart  <no-­> To: Come back and try Instacart again. Get $10 off when you order groceries this week. Come back and try Instacart again. Here's $10 for you to use on your next order from Instacart! Get groceries delivered in as little as one hour, from local stores to your front door. Just click the button below to redeem your credit and start shopping. Place your order soon, offer ends this Friday, October 9th! Get  $10  off       *Offer valid on orders of $35 or more. Questions? Visit
  19. 19. Reward customers for their purchases, repeat visits, birthday etc… •  Earning points to receive discounts, free delivery, free services, gifts etc. ©iVentures Consulting 2015 19 Starbuck’s reward program: track points/stars and redeem rewards (free drinks, free food …) Sephora’s reward program: track points and redeem rewards (free gifts, special offers, free beauty classes…) Tactic #11 New feature
  20. 20. How to create effective customer incentives? ©iVentures Consulting 2015 20 How to build a mobile growth engine?
  21. 21. Build a user-friendly M-Commerce app on iOS and Android in addition to your mobile version. •  Only 51% of leading E-Commerce players have an M-Commerce app on iOS and 37% on Android (1). ©iVentures Consulting 2015 21 Apple’s M-Commerce app Target’s M-Commerce app Net-A-Porter’s M-Commerce app Neiman Marcus’ M-Commerce app (1) Source: eShopper Index 2015 Tactic #12 New channel
  22. 22. Push notifications about new arrivals, special offers, events, rewards, reminders etc. •  Opt-in: ask for permission. •  Segmentation and personalization based on behavior, location etc. •  Right day and time. ©iVentures Consulting 2015 22 Spring’s notifications highlighting special offers Net-A-Porter’s notification pushing editor’s new curation Apple’s notification pushing a reminder for an upcoming appointment at the Genius bar Tactic #13 New features H&M’s notification highlighting a special offer to be redeemed in store and online H&M’s notification highlighting looks curated by David Beckham
  23. 23. Implement mobile in-store features such as: •  Special offers/coupons to be redeemed in store. •  Indoor information: store news, new arrivals, events, amenities … •  Interactive maps, in-store GPS, aisle navigation … •  In-store product availability. •  Etc. ©iVentures Consulting 2015 23 Toys“R”Us’ mobile coupon to be redeemed in store Apple’s welcome message and store news once in store Neiman Marcus’ in-store offers and ability to contact a sales person Target’s special in-store deals and interactive map to find a product Tactic #14 New features
  24. 24. Provide a “SNAP, FIND, SHOP” feature that lets shoppers snap a picture of an item that they want, which can then be located in-store and/or in the eShop. Amazon’s “scan, find and shop” feature Macy’s image search feature Neiman Marcus‘ “Snap, find and shop” feature Zalando’s photo search feature Tactic #15 New feature ©iVentures Consulting 2015 24
  25. 25. How to increase customer service efficiency?
  26. 26. ©iVentures Consulting 2015 Provide and highlight customer service all along the customer journey (your customers might need help before, during and after purchase). Clinique offers direct access to all customer service contacts through the navigation bar 26 Zappos highlights its 24/7 customer service at the top of every page Tactic #16 Quick win Zalando highlights the helpline at the top of every page
  27. 27. Provide a fast and clear answer (your customers need reassurance before, during and after purchase). A clear answer from Sephora to a Facebook query ©iVentures Consulting 2015 27 A clear answer from Saks to an email query Tactic #17 Quick win 14-10-22 11:33Gmail - Regarding Your Inquiry <<#882787-3741633#>> 1 2 Julie Duval <> Regarding Your Inquiry <<#882787-3741633#>> 1 message Service <> 21 October 2014 17:08 To: Dear Julie, At Saks Fifth Avenue, we want you to be pleased with your purchase. If for any reason you are not completely satisfied, you may exchange, replace, or credit your purchase when it is presented in saleable condition. Simply follow the guidelines below. Full-priced merchandise, with the exception of watches, jewelry and electronics, presented after 30 days will be credited based on the current selling price. Returns of watches, jewelry, electronics, sale merchandise and FashionFix items will not be accepted after 30 days. Please note: FashionFix purchases cannot be returned in stores. Requests for adjustments will be honored if the merchandise was purchased at full price and if it is marked down within 7 days of purchase. Unfortunately, we cannot exchange, replace or credit gourmet, monogrammed or personalized items. Should you wish to return merchandise, you have two options available to you. You can present the merchandise to an associate at your area Saks Fifth Avenue with the original receipt or gift receipt or you can mail your return to our distribution center. Should you wish to mail the package to our distribution center, retain the top portion of the Shipping Summary packing list. Enclose the completed Return Form with your shipment. Affix the pre-paid USPS Return Label to the outside of the package and send via U.S. Mail; a $9.50 return postage charge will be deducted from your refund. If you choose to ship your return via a different carrier, please insure the package and ship to: Saks Direct Returns 1 Waldenbooks Dr La Vergne, TN 37086 Thank you for shopping at Sincerely, Kesha Higgins Associate To speak with a Sales Associate by phone, feel free to call 1-877-551-7257, 24 hours a day, 7 days a week. If you are calling from outside the USA or Canada, please dial toll-free 1-800-7257-7257. If you are unable to connect with our toll-free numbers above, please dial 1-601-592-2860. (International long distance charges will A clear answer from Zappos to a Twitter query
  28. 28. Increase your points of contact by providing customer service through phone and email but also by chat, click to call, Facebook and Twitter. Offer a clear FAQ as well. Kate Spade highlights contact means in the navigation bar (phone, live chat and email) ©iVentures Consulting 2015 28 Burberry’s list of contact means in the contact section (phone, email. live chat, call back, Twitter and Facebook) Zappos highlights contact means in the navigation bar (phone, live chat and email) Tactic #18 New services
  29. 29. How to use email more efficiently?
  30. 30. Send an “abandoned cart” email to customers who added products to their cart but didn’t complete check out. ©iVentures Consulting 2015 30 Tactic #19 Quick win Selfridges’ reminder email for abandoned cart ©iVentures Consulting 2015 30 Ralph Lauren’s reminder email for abandoned shopping bag Chubbies’ creative reminder email for abandoned shopping cart
  31. 31. Send a post-purchase email to request customer feedback about purchase experience. ©iVentures Consulting 2015 31 Tactic #20 Quick win Bloomingdale’s email asking customer for feedback ©iVentures Consulting 2015 31 Nasty Gal’s email asking customer for feedback Foot Locker’s email asking customer for feedback including an incentive to win gift cards 6/10/2015 Gmail - Give us your opinion for a chance to win a $150 gift card 1/ Christophe  Biget  <> Give  us  your  opinion  for  a  chance  to  win  a  $150  gift  card Foot  Locker  VIP  <> 6  July  2015  at  21:27 Reply-­To:  Foot  Locker  VIP  <support-­> To: Take  a  quick  survey  and  you'll  be  entered  to  win  a  Foot  Locker  gift  card! View  Online  Customer  Service  -­  1.800.991.6815 FREE  SHIPPING  on  select  styles*  or  on  orders  over  $75.**  Use  code:  EMFL57V3 *Offer  valid  only  on  eligible  items.  Eligible  items  will  indicate  "this  item  ships  FREE"  in  blue  type  on  the  product's  description  page. Items  in  your  cart  that  are  not  eligible  are  subject  to  shipping  charges.  Shipping  will  be  automatically  deducted  at  checkout.  Valid only  at  Offer  is  limited  to  standard  delivery  within  the  48  contiguous  United  States  and  APO/FPO  addresses. Excludes  bulk  orders  and  drop  ships.  Entire  order  must  ship  to  a  single  address.  Does  not  apply  to  prior  purchases  or  open  orders and  cannot  be  combined  with  any  other  offer.  Customer  is  responsible  for  shipping  costs  on  returned  merchandise.  May  not  be
  32. 32. Send an email a few weeks after purchase to request customer ratings and reviews. ©iVentures Consulting 2015 32 Tactic #21 Quick win Clinique’s follow-up email requesting product review ©iVentures Consulting 2015 32 Amazon’s follow-up email requesting purchase rating and review 5/10/2015 Gmail - Write a review about your purchase 1/2 Christophe  Biget  <> Write  a  review  about  your  purchase Clinique  Online  <> 14  October  2014  at  13:45 Reply-­To:  Clinique  Online  <support-­> To: Review  your  purchase! View  this  email  in  a  web  browser   Dramatically  Different   Moisturizing  Lotion+ Saks’ follow-up email requesting product rating and review
  33. 33. Send an automated replenishment email to remind customers to re-order items when they run out (Beauty, Vitamins, Office Supplies, Pet food, etc.). ©iVentures Consulting 2015 33 Tactic #22 Example of Clinique’s replenishment email to re-order shaving cream ©iVentures Consulting 2015 33 Example of Ole Henriksen’s replenishment email to re-order skincare favorites New feature Example of Myblinding’s replenishment email to re-order comb supply
  34. 34. How to improve the delivery experience?
  35. 35. Provide and highlight free delivery and return all along the customer journey. ©iVentures Consulting 2015 35 Neiman Marcus highlights free shipping and returns at the top of every page Net-A-Porter highlights free 3-day delivery and returns at the top of every page Nordstrom’s highlights free shipping and returns at the top of every page Coach highlights free shipping and returns at the top of every page Tactic #23 Quick win
  36. 36. Provide an easy return process and attractive conditions: •  Extended return time-frame (30 to 365 days). •  Pre-paid return sticker. •  Returns possible either in-store or through home pick-up. ©iVentures Consulting 2015 36 Burberry’s list of contact means in the contact section (phone, live chat, call back, Twitter and Facebook) Zappos highlight of contact means from the navigation bar (phone, live chat and email) Bonobos’ return conditions: 365 days, free return shipping label Farfetch’s free return pick-up at home Amazon’s easy return process Tactic #24 Quick win
  37. 37. Provide delivery service that goes beyond standard and express shipping: •  Click & Collect and/or Reserve & Collect. •  Fast delivery in 1 to 3 hours. ©iVentures Consulting 2015 37 Dior Parfum’ s packageAmazon’s one-hour delivery service Gap’s Reserve in store service Apple’s Click & Collect service Everlane’s one-hour delivery service Tactic #25 New services
  38. 38. ©iVentures Consulting 2015 38 You may also like the eShopper Index 2015 J The E-Commerce reference Index based on the eShopper journey 1 2 3 4 Analyzes and ranks performances all along the customer journey (before, during and after purchase). Covers 14 sub-steps of the customer journey across over 250 criteria. Provides cross-sector comparisons through over 111 American and European companies. Identifies best practices on all these sub-steps including online marketing and omnichannel. URL:
  39. 39. ©iVentures Consulting 2015 | | @iVenturesC Paris Christophe Biget Partner @cbiget 7/11 rue de l’Yvette 75016 Paris Aurelia Ammour Partner @aammour 1714 Lombard Street San Francisco CA 94123 San Francisco 39 Contact us
  40. 40. About iVentures Consulting •  Digital transformation: digital integration in all aspects of business •  E-Commerce & Omnichannel audit and strategy definition •  Support to implementation •  Partnership with startup ecosystem CO NS U LTI N G •  E-Shopper Index: Ranking & Analysis of leading companies’ E- Commerce performances all along the customer journey •  Deep dive analysis: E-Commerce & Omnichannel performances optimization BUSINESS INTELLIGENCE •  Training •  Digital academy •  Reverse mentoring •  Learning trips DIGIT A L SKILL DEVEL OPMENT MAIN C LIEN T S Fashion & Luxury: Baccarat, Boucheron, Celine, Esprit, Givenchy, Kering Group, Lacoste, LVMH Group, Loewe, Moet Hennessy, Vilebrequin. Beauty: Diptyque,, Lancôme, L’Oréal Paris, Nocibé, Paco Rabanne, Puig, Sephora, Yves Rocher. Retail: Carrefour, Darty, Fnac, Stokomani, Tati, Truffaut. Travel : Ada, Aéroport de Paris, Air France,, SNCF. Media & Entertainment: AFP,, IsCool Entertainment, Le Monde, Micromania/ Gamestop. Others: Alstom, Areva, BNP Paribas, Ducati, EDF, GMF, Groupama, Icade, Société Générale, Saint Gobain, SC Johnson, Suez, Total , Véolia. iVentures Consulting is a Management Consulting boutique dedicated to Digital transformation and Ecommerce & Omnichannel Strategy, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco. iVentures Consulting mainly works in Fashion, Luxury, Beauty, Retail, Travel and Media & entertainment.
  41. 41. Management team ©iVentures Consulting 2015 •  MS, ESCP Europe •  Aurélia is Co-founder and Partner at iVentures Consulting, a management consulting firm specialized in Digital Transformation and E-Commerce & Omnichannel. She is the co- creator of the eShopper Index, launched by the firm in 2013. Prior to creating iVentures Consulting, Aurelia spent five years working in venture capital at Europatweb and Global Technology Investments as an Incubation Project Director and Senior Associate specialized in Internet, Entertainment, Media and Mobile services. In 1995, Aurélia co-founded one of France’s first interactive agencies, which was later sold to Havas Advertising Group to become ConnectWorld. Since 2007, Aurélia is regularly featured in Private Equity Magazine and L’Entreprise Magazine as a guest journalist /expert on new technologies & venture capital. She also is a guest speaker at leading business schools (ESCP Europe, Dauphine University/ Strategies), where she participates as a visiting professor on “Entrepreneurship marketing” , “Digital Business strategy & organization” and “Digital P&L” AU RELI A AMMOUR Part ne r, Sa n Fra ncisco eShopper Index Co-creator CHRISTOPHE BIGET Partner, Paris eShopper Index Co-creator •  MBA London Business school •  Christophe is Co-founder and Partner at iVentures Consulting, a management consulting firm specialized in Digital Transformation and E-Commerce & Omnichannel. He is the co- creator of the eShopper Index, launched in 2013. Prior to creating iVentures Consulting, Christophe spent five years in management consulting in Paris and London as a Manager with Andersen Consulting, Viant and Acemis. Christophe has led strategy, organization and internet consulting projects in the fields of media, entertainment, distribution and telecom. He contributed to the development of firms such as Vivendi Universal, Emap, Granada, SFR. Before moving into management consulting, Christophe spent 6 years in the music and video industry, as sales manager and marketing manager with Sony Music and Cogedep, a national retail distributor.