University of South Wales,
City Campus
Tuesday, 25 March 2014
6: 30pm
Please Tweet
1. How Multichannel/Omnichannel Retailing can help your business Grow ?    6:45 - 7:20
This talk aims to emphasise importa...
Omnichannel Retailing
How Multi-channel sales can
revolutionise your business.
Karl Ciz – Director - StoreFeeder
1. Multi-channel Vs
Omnichannel
• What is Multichannel
• What is Omnichannel
• Examples – Tesco / Chat / Facebook
• How do...
Practical considerations
• Logistics
• Stock Control
• Market analysis / Profit
• Platform rules and regulations
• Real-ti...
Strategy
1. Plan ahead
2. Select markets on research
3. Choose appropriate Automation tools
4. Implement and test
5. Segme...
Markets to consider
• eBay
• Amazon
• Play / Rakuten
• Tesco Marketplace
• Website – your own platform!
• Social
• Interna...
Should I go MultiChannel?
• The most successful sellers online are all
multichannel sellers. Simple exposure of
your produ...
Conclusion
• Mutilchannel will increase exposure /
Footfall
• Omnichannel will allow for cross
promotion
• Plan ahead – do...
Thanks!
Karl Ciz
Director
www.storeFeeder.com
Tel: 0115 973 8074
Email: karl@storefeeder.com
Best Match 101
Visit us at: UnderstandingE.com
eBay Best Match 101
In this discussion you’re going to be learning the following:
●The his...
In the old days, all listings were shown in date ending order. So if you had listings ending
right now, you were at the to...
Cassini is eBay’s latest search engine which is taking over from the
Voyager engine.
Key Points:
●Voyager would only read ...
● Returning the right products to buyers
to make sales
● Nothing more
● Nothing less
● It’s all about the buyers
What is “...
All eBay does is return all the results for your
search on eBay
So if you searched for “Camera” and you
have a camera list...
● They typically start with a search
● Some buyers carry on making more searches to
refine their original search
● Others ...
THERE ARE NO LONG
TERM “HACKS”
quality always wins
eBay measures how your buyers interact with your listings:
1.Clicks to view an item pageThey leave the main search to view...
Insight
●Each time your listing is displayed in a search result,
ebay counts this.
●It doesn’t matter if you’re #1 or #50 ...
Insight
●More sales = A decent listing
Why?
1.Someone bought it!
2.Someone bought it!
3.Someone bought it!
Whether a buyer...
Insight
●More bids = A decent listing
Why?
1.Someone wants to buy it!
2.Someone wants to buy it!
3.Someone wants to buy it...
Insight
●More watches, indicates buyers are
interested
Why?
1.The customer has saved it for later
Note:
●Expect the follow...
In short you are being measured
Popularity Summary
Bids & Purchases
Clicks
Views
WatchesMaybe
follows too
Basically eBay wants buyers to engage with your listings, through bids, buys, clicks and
watches.
The good news is many th...
Views : Clicks : Sales
The Ratio
Views : Clicks : Sales
Think about variation listings for a few moments....
More products on one product page = A higher n...
eBay wants to return your products at the top of the search results.
But only when the listing is relevant.
Relevant by:
●...
you can’t build a reputation
on what you are going to
do
Henry Ford
eBay wants you to be at the top of the search results.
However eBay doesn’t want to put a seller at the top of eBay search...
Brand new listings are given a chance in the search
results to be viewed and to gain...
●Clicks
●Watches
●Bids
●Purchases
...
We learned the following:
●Best Match is nothing scaryIt’s about returning the right products to the right buyers
●eBay wa...
Thank You!
@day2dayeBay
Google Product Listing ads replaced Google Product Search in the
UK and around the world staring on the 13th February 2013...
STEP 1: CREATE AND SET UP GOOGLE MERCHANT CENTRE
Create a Google account or use existing one and log into 
www.google.co.u...
STEP 2 – CREATE YOUR GOOGLE PRODUCT FEED
You can create product feed in two ways.
• One is to create a file from your eCom...
Follow Google Feed Specification to create Feed.
Required attributes
• ID – An identifier of the item
• Title – Title of t...
Simply follow Google’s feed
specification to populate your product
feed file and save it in Tab delimited
(.txt) file. The...
• Products failing to fulfil specification
will be disapproved and failing to
follow shopping policies will result
account...
STEP 3 – LINK YOUR MERCHANT CENTRE ACCOUNT WITH YOUR GOOGLE
ADWORDS ACCOUNT
• Your products feed is ready in your Merchant...
Simply Select “Shopping” from the Campaign Drop Down Menu
STEP 4 – CREATE YOUR FIRST GOOGLE SHOPPING ADS
Google uses infor...
Enter Campaign Details including what you are willing to Pay
Enter Ad group Name and “Promotional Text”
You can always change Promotional Text
Here’s How
Promotional Text
Appear
Your Google Shopping Ads are READY.
Click on “ + “ under Product Group to see Categories
Now you can Select Either All products or Certain Category
Here’s Example of Selection of a Category
You can Assign Different Bids for Different Categories
Google Shopping Ads
STEP 5 –MONITOR YOUR GOOGLE SHOPPING ADS RESULT
The snapshot below shows Google Shopping Ads
Conversion Rate 8.31% for a s...
Click to Start Your Campaign
*Spend £25.00, New Account Only
30th
April – University of South Wales, Newport
@day2dayeBay
daytodayeBay@gmail.com
M: 0751 8839 629
DaytodayeBay for Tips and Tricks of Selling Online
Available on Skype...
Online Seller Wales Newport (25th march 2014) University of South Wales
Online Seller Wales Newport (25th march 2014) University of South Wales
Online Seller Wales Newport (25th march 2014) University of South Wales
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Online Seller Wales Newport (25th march 2014) University of South Wales

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Newport's FREE Online Seller Wales event! This is our second one here in Newport. We are very proud to be able to help on-line businesses grow. We have exciting topics that will help you learn new trends in e-Commerce and I am very confident that you will take away at least ONE NEW THING if not a lot! Expect to meet like minded entrepreneurs, share your experiences and hear the latest trends in the industry.

1. How Multichannel/Omnichannel Retailing can help your business Grow ?

2. How to get in top of eBay Search Results ?

3. ALL New Google Shopping ! How to Increase your Sales with Google Product Listing Ads ?

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  • https://www.google.co.uk/intl/en_uk/ads/shopping/getstarted.html
  • http://tamebay.com/2012/11/google-product-listing-ads-come-to-uk-in-2013.html
  • https://www.youtube.com/watch?feature=player_embedded&v=_cTZEdgNbg0
  • https://support.google.com/merchants/answer/188494
  • https://support.google.com/merchants/answer/188494
  • http://tamebay.com/2014/02/guest-post-google-shopping-campaigns-are-a-great-way-to-reach-your-customers.html
  • https://www.google.co.uk/intl/en_uk/ads/shopping/getstarted.html
  • https://www.google.co.uk/intl/en_uk/ads/shopping/getstarted.html
  • http://business.wales.gov.uk/digital2014/
  • http://www.eventbrite.co.uk/e/online-seller-wales-newport-tickets-10728923499?aff=eorg
  • Online Seller Wales Newport (25th march 2014) University of South Wales

    1. 1. University of South Wales, City Campus Tuesday, 25 March 2014 6: 30pm Please Tweet
    2. 2. 1. How Multichannel/Omnichannel Retailing can help your business Grow ?    6:45 - 7:20 This talk aims to emphasise importance of selling through various platforms in order to succeed online.  Speaker: Karl Ciz from StoreFeeder gives advice on selling multichannel and profiting from Omnichannel routes to market. 2. How to get in top of eBay Search Results ?    7:25 - 7:50 Best Match is eBay’s default sort order for search results. It helps buyers find exactly what they're looking for from sellers they can trust. Speaker: Matthew Ogborne from Understanding E loves eCommerce and helping Small & Medium Business Succeed Online with eBay & Amazon. 3. ALL New Google Shopping ! How to Increase your Sales with Google Product Listing Ads ?  7:55 - 8:20 Speaker : Prabhat founded Online Seller Wales with an aim to educate online sellers and encourage small retailers to sell online through reputed channels like eBay and Amazon. Topics / Speakers/ Q & A Let us know How you are Engaged Online !
    3. 3. Omnichannel Retailing How Multi-channel sales can revolutionise your business. Karl Ciz – Director - StoreFeeder
    4. 4. 1. Multi-channel Vs Omnichannel • What is Multichannel • What is Omnichannel • Examples – Tesco / Chat / Facebook • How do retailers benefit from “touching” the client more than once?
    5. 5. Practical considerations • Logistics • Stock Control • Market analysis / Profit • Platform rules and regulations • Real-time Data / Suppliers • Design / Marketing • Consistency Vs Demographics
    6. 6. Strategy 1. Plan ahead 2. Select markets on research 3. Choose appropriate Automation tools 4. Implement and test 5. Segment your product lines – start with the top sellers 6. Secondary routes to market 7. Internationalise
    7. 7. Markets to consider • eBay • Amazon • Play / Rakuten • Tesco Marketplace • Website – your own platform! • Social • International sites - platforms
    8. 8. Should I go MultiChannel? • The most successful sellers online are all multichannel sellers. Simple exposure of your product to wider audiences will yield higher sales levels. Multi-channel sales will drive your business forward. • Omnichannel is something to consider during your planning for Multichannel, it will drive further sales.
    9. 9. Conclusion • Mutilchannel will increase exposure / Footfall • Omnichannel will allow for cross promotion • Plan ahead – do your research • Implement step at a time • Suppliers – automate where possible • Remember – Marketplaces Differ
    10. 10. Thanks! Karl Ciz Director www.storeFeeder.com Tel: 0115 973 8074 Email: karl@storefeeder.com
    11. 11. Best Match 101
    12. 12. Visit us at: UnderstandingE.com eBay Best Match 101 In this discussion you’re going to be learning the following: ●The history of Best Match ●What Best Match anyway? ●A special note on “Hacks” ●How Popularity, Relevance & Reputation impact Best Match ●What things eBay use to rate a listing and a ratio they use ●Why every listing is created equal (ish)
    13. 13. In the old days, all listings were shown in date ending order. So if you had listings ending right now, you were at the top. Since 2008 Best Match has been the default method with which eBay show listings on search result pages. Love it or hate it, it’s here to stay. The History of Best Match Note: eBay Best Match is a proprietary search algorithm as such we are unlikely to know exactly how this works right now, in the past or in the future.
    14. 14. Cassini is eBay’s latest search engine which is taking over from the Voyager engine. Key Points: ●Voyager would only read the 80 characters in the eBay title. ●Cassini will now read everything, including the full description ●Cassini will also show results dependent on that individual buyers past buying habits and preferences ●Cassini was first released in June 2013 ( although some sellers believe it was earlier than this ) and was completely rolled out by the end of 2013 on the eBay.com site ●International sites are to follow throughout 2014 The Introduction of Cassini
    15. 15. ● Returning the right products to buyers to make sales ● Nothing more ● Nothing less ● It’s all about the buyers What is “Best Match”?
    16. 16. All eBay does is return all the results for your search on eBay So if you searched for “Camera” and you have a camera listed, you will be in one of the ~450,000 search results Best match also searches item specifics for matches to your search term. When you make a search
    17. 17. ● They typically start with a search ● Some buyers carry on making more searches to refine their original search ● Others use the left hand navigation to drill down into categories and item specifics How do customers search on eBay?
    18. 18. THERE ARE NO LONG TERM “HACKS” quality always wins
    19. 19. eBay measures how your buyers interact with your listings: 1.Clicks to view an item pageThey leave the main search to view your product 2.Whether a buyer purchasesThe ultimate goal 3.Bids on an AuctionAnd made a bid action 4.Watches a listingAt least they made an action! Popularity
    20. 20. Insight ●Each time your listing is displayed in a search result, ebay counts this. ●It doesn’t matter if you’re #1 or #50 in the list ●Then when a clicks through to your item, this is also tracked Why? 1.A high click through rate could indicate a desirable product 2.A poor click through rate could indicate a undesirable product (or at least a miss-fitting one) Clicks to view an item page
    21. 21. Insight ●More sales = A decent listing Why? 1.Someone bought it! 2.Someone bought it! 3.Someone bought it! Whether a buyer purchases
    22. 22. Insight ●More bids = A decent listing Why? 1.Someone wants to buy it! 2.Someone wants to buy it! 3.Someone wants to buy it! Bids on an Auction
    23. 23. Insight ●More watches, indicates buyers are interested Why? 1.The customer has saved it for later Note: ●Expect the follow action to become a factor too Watches a listing
    24. 24. In short you are being measured Popularity Summary Bids & Purchases Clicks Views WatchesMaybe follows too
    25. 25. Basically eBay wants buyers to engage with your listings, through bids, buys, clicks and watches. The good news is many things impact this, such as: ●Categorisation ●Item specifics use ●Multi variations ( special note on this next ) ●Description ●Images ●Handling time ●Free shipping What does this mean for you? ● Listing titles ● Low handling time ● Fast shipping ● Delivery options ( click & collect ) ● Sales history ● Proven seller
    26. 26. Views : Clicks : Sales The Ratio
    27. 27. Views : Clicks : Sales Think about variation listings for a few moments.... More products on one product page = A higher number of chances to make a sale PS. More recent sales = higher rankings The Ratio
    28. 28. eBay wants to return your products at the top of the search results. But only when the listing is relevant. Relevant by: ●Category ( Choosing the right one ) ●Keywords ( Title & Item specifics ) ●Pricing ●History ●eBay Catalog Relevance
    29. 29. you can’t build a reputation on what you are going to do Henry Ford
    30. 30. eBay wants you to be at the top of the search results. However eBay doesn’t want to put a seller at the top of eBay search that is unproven or has proven not to be a “great” seller. That’s not great for buyers Things to consider: ●Selling history in your category ●eTRS ( top rated seller ) ●Policy compliance ( understand them, it’s your responsibility ) ●DSR’s ●Feedback ●Disputes ●Soon to be “Defect Rates” ( Aug 2014 ) Reputation
    31. 31. Brand new listings are given a chance in the search results to be viewed and to gain... ●Clicks ●Watches ●Bids ●Purchases And yes your “Popularity”, “Relevance” and “Reputation” will impact all of these. Rating Zero
    32. 32. We learned the following: ●Best Match is nothing scaryIt’s about returning the right products to the right buyers ●eBay wants you to sell productsThey use a ratio & other metrics to measure you ●It’s about being popular, relevant and trusted ●New listings are given a fair ride ●There are lots of things that you can do to go higherTitles, images, descriptions, cheat sheet etc... Summary
    33. 33. Thank You!
    34. 34. @day2dayeBay
    35. 35. Google Product Listing ads replaced Google Product Search in the UK and around the world staring on the 13th February 2013.  These new commercial formats will be labelled as “Sponsored” and appear in the space currently occupied by Adwords ads
    36. 36. STEP 1: CREATE AND SET UP GOOGLE MERCHANT CENTRE Create a Google account or use existing one and log into  www.google.co.uk/merchants. After a short registration process your account is ready to go. •Store name & verify your domain choosing one of four verification methods. You can do so in your Merchant Centre Settings ->General tab. •Business information, customer support information and contact information •Enter shipping information in Settings ->Tax and shipping. This ensures customer see shipping charges with your product price. There are two options for shipping: •Set a flat shipping rate or specify free shipping •Customise shipping costs, based on the number of items, total weight or cart price.
    37. 37. STEP 2 – CREATE YOUR GOOGLE PRODUCT FEED You can create product feed in two ways. • One is to create a file from your eCommerce Platform All Shopping Carts have Google Shopping Plugin • Create the product feed using spreadsheet program.
    38. 38. Follow Google Feed Specification to create Feed. Required attributes • ID – An identifier of the item • Title – Title of the item • MPN – Manufacturer’s Parts Number • EAN / UPC - Barcodes • Description – of the item • Product Image • Google Product Category – Google’s category of the item • Product Type – Your category of the item • Link – URL directly linking to your item’s page on your website • Image Link – URL of an image of the item • Condition – Condition or state of the item
    39. 39. Simply follow Google’s feed specification to populate your product feed file and save it in Tab delimited (.txt) file. The next step is to upload the file using “Manual Upload” on your dashboard. Please note it will take up to 24 hours for the feed to process.
    40. 40. • Products failing to fulfil specification will be disapproved and failing to follow shopping policies will result account suspension which can happen within few days of warning! You can view this on your Merchant Center Account Dashboard. When you encounter this situation start working on individual issues and resolve them.
    41. 41. STEP 3 – LINK YOUR MERCHANT CENTRE ACCOUNT WITH YOUR GOOGLE ADWORDS ACCOUNT • Your products feed is ready in your Merchant Centre Account. Linking it with Adwords account allows you to create your Product Listing Ads with product data. Linking from Adwords Account • If you already have Adwords Account Click on the blue “Set Up Product Listing Ads Campaign” button to start linking Merchant Center with your Google Adwords. If you have not got account simply create one Linking from Merchant Centre Account • You can also link an Adwords account to your Merchant Centre account in order to create your Product Listing Ads. Simply enter the AdWords Customer ID for that account and click “Link Account” in your Merchant Centre Account. Once linked, you can then sign in to AdWords and set up campaigns.
    42. 42. Simply Select “Shopping” from the Campaign Drop Down Menu STEP 4 – CREATE YOUR FIRST GOOGLE SHOPPING ADS Google uses information in your Merchant Center products and shows relevant products when customers look for your products on Google search and Google shopping.
    43. 43. Enter Campaign Details including what you are willing to Pay
    44. 44. Enter Ad group Name and “Promotional Text” You can always change Promotional Text
    45. 45. Here’s How Promotional Text Appear
    46. 46. Your Google Shopping Ads are READY.
    47. 47. Click on “ + “ under Product Group to see Categories
    48. 48. Now you can Select Either All products or Certain Category
    49. 49. Here’s Example of Selection of a Category You can Assign Different Bids for Different Categories
    50. 50. Google Shopping Ads
    51. 51. STEP 5 –MONITOR YOUR GOOGLE SHOPPING ADS RESULT The snapshot below shows Google Shopping Ads Conversion Rate 8.31% for a store with Google organic conversion of 4.70 %. Definitely gives you better ROI.
    52. 52. Click to Start Your Campaign *Spend £25.00, New Account Only
    53. 53. 30th April – University of South Wales, Newport
    54. 54. @day2dayeBay daytodayeBay@gmail.com M: 0751 8839 629 DaytodayeBay for Tips and Tricks of Selling Online Available on Skype prabhat.shah1 Connect with Me on LinkedIn http://uk.linkedin.com/in/prabhatshah

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