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AP21 Presentation - Digital Strategy in eCommerce

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Some tips on developing a successful ecommerce strategy in 2015.

This talk was presented at the AP21 seminar event on 18 March 2015.

Published in: Marketing

AP21 Presentation - Digital Strategy in eCommerce

  1. 1. Building better digital futures
  2. 2. “What's dangerous is not to evolve.” Jeff Bezos, Amazon
  3. 3. Joe Hallahan Partner & Director • Strategy • Planning • User Experience • Digital Marketing
  4. 4. • Strategy • User Experience • Digital Engineering • Consultative approach • High-quality execution • Focus on strategic purpose and performance We do:
  5. 5. A few quick samples
  6. 6. • Developing a successful digital strategy • What 2015 has on offer Todays topics:
  7. 7. • There’s no ‘shining bullet’ in digital. The ‘big idea’ is dead.
  8. 8. • Make all the ‘little ideas’ add up to something big! It’s actually hard work. • Try not to get stuck in the day- to-day and remain a focused on the long game. Poster by Frank Chimero (http://frankchimero.com/)
  9. 9. • The world is finite and budgets are too. • It’s a vision - where you want to go. • Allocate effort across activities for the best result • Grow maturity and capabilities • Measure your progress - what’s working and what can be improved Why is strategy important?
  10. 10. • Product! • Customer experience • Brand reputation • Marketing • Operations Key aspects of a successful strategy
  11. 11. Always remember the consumer cycle
  12. 12. • Ad spend • Social • Search • Ebay/Amazon • Open Data • Content • User Experience • Chat • Returns policy • Brand • Easy of use • Payment • Conversion optimisation • Up/cross sell • Email • Loyalty program • Customer Service • Social • Brand advocates
  13. 13. conversion rate Traffic cart value frequency
  14. 14. Revenue = Traffic x conversion rate x cart value x frequency Of course, it’s much more complex!
  15. 15. So what should you do? Plan little ideas, one by one.
  16. 16. Create a roadmap
  17. 17. • Outcomes NOT tactics • Set measurable targets • Allocate resources or upskill • Integrate with in-store/traditional marketing Without strategy, it’s easy to get lost. My tips:
  18. 18. What’s up in 2015
  19. 19. Massive expectations • Consumer expectations are incredibly high • Big organisations set the benchmark • In 2015 this will only get harder • Do what you do the best you can
  20. 20. Ecommerce in the cloud • Enterprise (not just DIY) • Interoperable • Scalable • Integration middleware
  21. 21. Expect more devices and more usage.
  22. 22. Automation Use your data, do more, personalise
  23. 23. OFFLINE ONLINE Omnichannel The hot spot
  24. 24. Social • Sales generated via Facebook is on the rise • “Facebook Pages that post promotional creative should expect their organic distribution to fall significantly over time” • The free ride is over. • You’ll need to budget for ad spend.
  25. 25. Payment In-store payment has already evolved. So will online payment.
  26. 26. Thanks! • Lots of little ideas! • Develop a roadmap • Storytelling for your brand (Hire a copywriter!) • Don’t forget the long term!
  27. 27. Thank you for your time

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