Marc Gasser, CEO of Origammi, presented at eZ Conference 2017 on 10 Steps to a Fast-growing e-Commerce Company. We live in an era where speed ​​and flexibility are important advantages. Changing customer requirements, the rise of mobile and the ever shorter innovation cycle make companies face the challenge of creating an organizational and technical structure that is both fast and agile. Complex e-commerce applications, which are still behind the websites of most international companies around the world create hurdles on the road to innovation. And customers are no longer what they once were—the power has shifted away from manufacturers and resellers to consumers. Marc discusses 10 steps for how companies can find new ways of reaching their target audience and grow sustainably.

1. 1
eZ CONFERENCE 2017
08. JUNE 2017 I ORIGAMMI.COM
10 STEPS TO A FAST GROWING
E-COMMERCE COMPANY

2. 2
DIGITIZATION IN GREAT BRITAIN
In Great Britain 4.5% are ordering their groceries online (8.47 billion £), in
Switzerland 1.2%.
The average purchase value in Great Britain is 132£ (165 CHF),
in Switzerland 30£ (37 CHF).
Source: survey of A. T. Kearney in «Online Food Retail», 2300 consumers in
Switzerland, Germany, Great Britain and France

3. THE DIGITIZATION OF EVERYTHING -
ORGANIZATIONS MUST
CONSTANTLY ADAPT TO CHANGING
CONSUMER BEHAVIOR
3

4. 4
SEAMLESS & ENGAGING
EXPERIENCES

6. 6
BUT USUALLY NOT SO SEAMLESS &
NO SO ENGAGING

7. 7
THE PROBLEM OF PERSONALIZATION & AUTOMATION
– Data accessibility
– Marketing automation fatigue
– The rise of PQL over MQL model

8. 8

9. BECOME A FAST GROWING
E-COMMERCE COMPANY
9

10. 10
@marcgasser
marc.gasser@origammi.co

11. ATTRACT CONVERT CLOSE DELIGHT
11
Content
Keywords
Call-to-action
Landingpage
Form
Workflows
Lead Scoring
Personalization
Marketing Automation
Surveys
Smart Content
Customer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
Landing
Page
Success Video Page
Product
Detail Page
Welcome
back, Peter!

12. 12
#1 EXTERNAL VIEW INSTEAD OF
INTERNAL VIEW

14. LOYALTY
Online touchpoints
Offline touchpoints
GOING TO
SHOWROOM
TARGETED VIA
REMARKETING
ORDER
BROCHURES
DELIVERY OF
BROCHURES
DELIVERY STATUS
NEWSLETTER
PURCHASE
ONLINE
DELIVERY OF CARE
PRODUCTS
PROSPECT SALES AFTER-SALESSALES AFTER SALES LOYALTYAWARENESS
ON WEBSITE VIA
GOOGLE
INTEREST OF
CONSUMER
CALL &
CONSULTING
INSTALLATION AT
HOME
FEEDBACK
& SERVICE
MAKE
APPOINTMENT
INVOICE

16. ATTRACT CONVERT CLOSE DELIGHT
16
Content
Keywords
Call-to-action
Landingpage
Form
Workflows
Lead Scoring
Personalization
Marketing Automation
Surveys
Smart Content
Customer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
Appointment
Showroom-Visit
Magazine
Newsletter
Consulting
Confirmation
Inspiration
Parquet-Samples
Consulting
Registration
Bauwerk-ID
Warranty
Care products
Online Shop

17. 17
#2 COMPETENCE INSTEAD OF
ACCESS TO ERP

19. ATTRACT CONVERT CLOSE DELIGHT
19
Content
Keywords
Call-to-action
Landingpage
Form
Workflows
Lead Scoring
Personalization
Marketing Automation
Surveys
Smart Content
Customer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
Solarpanel Planner
Appointment
Customer Magazine
Confirmation
Inspiration
Consulting B2B-Shop Services

20. 20
#3 EVERYWHERE INSTEAD OF
MOBILE, TABLET & DESKTOP

21. 21

22. 22

23. 23
#4 ECOSYSTEMS INSTEAD OF SELF
PRESENTATION

24. Architect 1
Architect 2
Architect 3

25. 25
#5 INBOUND INSTEAD OF
OUTBOUND MARKETING

27. ATTRACT CONVERT CLOSE DELIGHT
27
Content
Keywords
Call-to-action
Landingpage
Form
Workflows
Lead Scoring
Personalization
Marketing Automation
Surveys
Smart Content
Customer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
Newsletter
CrewMember
Confirmation
Inspiration
Discounts B2C-Shop
CrewMember
Services

28. 28
#6 PERSONALIZATION INSTEAD OF
ONE SIZE FITS ALL

29. ATTRACT CONVERT CLOSE DELIGHT
29
Content
Keywords
Call-to-action
Landingpage
Form
Workflows
Lead Scoring
Personalization
Marketing Automation
Surveys
Smart Content
Customer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
Landing
Page
Success Video Page
Product
Detail Page
Welcome
back, Peter!

31. 31
#7 MICROSERVICES INSTEAD OF
MONOLITHS

32. CHANNELS
BUILDING
BLOCKS
BASIS
Connect Engage Convert Retain
SEO / SEM CMS
Personali-
zation
Search
Lead
Nurturing
Marketing
Automation
Loyalty
Program
Analytics
CRM ERP Middleware PIM MAM

33. Customer Portal
ProduktkatalogContent
Warenbestand
UserInterface
Datastore
Anw
endung
Infrastruktur
UserInterface
Datastore
Anw
endung
Infrastruktur
Produkte
UserInterface
Datastore
Anw
endung
Infrastruktur
Middleware
UserInterface
Datastore
Anw
endung
Infrastruktur
Content
UserInterface
Datastore
Anw
endung
Infrastruktur
Customer
Portal

34. Shop

35. ERP
CRM
MAM
PIM

36. 36
#8 VIRTUAL INSTEAD OF REAL
EXPERIENCES

37. 37

38. 38
#9 DATA DRIVEN INSTEAD OF DATA
INFORMED

39. 39

40. 40

41. 41

42. 42
#10 KEY FIGURES INSTEAD OF DATA
TRACES

43. 43

44. CONSTANTLY ADAPT TO CHANGING
CONSUMER BEHAVIOR
44

45. 45
BECOME A FAST GROWING E-COMMERCE COMPANY
– #1 External instead of internal view
– #2 Competence instead of access to
ERP
– #3 Everywhere instead of mobile, tablet,
desktop
– #4 Ecosystems instead of self
presentation
– #5 Inbound instead of outbound
marketing
– #6 Personalization instead of one size
fits all
– #7 Microservices instead of monoliths
– #8 Virtual experiences instead of real
experiences
– #9 Data driven instead of data informed
– #10 Key figures instead of data traces

46. 46
@marcgasser
marc.gasser@origammi.co