Marcos Pueyrredon (Vtex "Quick Wins Omnicommerce" Workshop) eCommerce Canvas- eRetail Day Mexico2020

1. ECOMMERCE
CANVAS

2. CONTENT
ECOMMERCE CANVAS OVERVIEW
VERTICAL 1 - ACQUISITION AND RETENTION
VERTICAL 2 - SHOPPING EXPERIENCE
VERTICAL 3 - POSTPURCHASE
GROWTH PLAN

3. CONTENT
ECOMMERCE CANVAS OVERVIEW
VERTICAL 1 - ACQUISITION AND RETENTION
VERTICAL 2 - SHOPPING EXPERIENCE
VERTICAL 3 - POSTPURCHASE
GROWTH PLAN

4. ECOMMERCE CANVAS LOGIC
The canvas was created by VTEX Customer Success Team in order to facilitate our
Customer’s Business Review.
With this framework, we can understand ecommerce’s operation state, which defines the
actual revenue growth rate.
Once we understand it, our customer share with us his revenue growth goal and plan
strategies to achieve it. The strategies are implemented with projects that shape a new
ecommerce structure, needed to achieve the planned revenue growth.
Plan
Revenue
Growth
Set strategies
to achieve the
goal
Define projects
to implement
strategy
Check
Results
Recommend
operational
improvement

6. ECOMMERCE CANVAS VERTICALS
We have 3 major steps in ecommerce operations, represented in the 3 Ecommerce
Canva’s verticals:
Traffic generation Sales generation Order delivery

7. ECOMMERCE CANVAS VERTICALS
The first step to generate sales is to drive traffic to the store.
You can generate traffic making campaigns focused on new and recurring users.
At this vertical, we fill Customer Acquisition Strategies and Customer Retention Strategies
that are already running.
Traffic generation

8. ECOMMERCE CANVAS VERTICALS
When clients land at store, we need to guide them to the right product, give them sufficient
information to take decision and offer a frictionless purchase process, in order to higher
conversion.
At this vertical, we fill strategies to offer a better experience at store exploration, product
decision and checkout (moment of purchase - MOP).
Sales generation

9. ECOMMERCE CANVAS VERTICALS
Now the product has been sold, we need do deliver it.
To perform a good service level you must process and deliver the customer order with
quality and agility. You also need to have an excellent Customer Service to answer
customer questions and promote an easy order return. At this vertical we fill the fulfillment,
carrier and customer service strategies.
Order Delivery

10. CONTENT
ECOMMERCE CANVAS OVERVIEW
VERTICAL 1 - ACQUISITION AND RETENTION
VERTICAL 2 - SHOPPING EXPERIENCE
VERTICAL 3 - POSTPURCHASE
GROWTH PLAN

11. CUSTOMER ACQUISITION
Strategies for your customers know you
have a digital operation.
AWARENESS
Strategies for your customers consider
your brand for purchase. Usually
communications on category level.
CONSIDERATION
Strategies for your customer buy a
specific product. Usually
communications on product level.
ACTIVATION
At traffic generation vertical, we have
two main divisions. One of them is
Customer Acquisition, which focus is to
generate new users sessions.
METRIC: % NEW USERS
METRIC: % CHURN
METRIC: SESSIONS

12. CUSTOMER RETENTION
You should use content both to keep
brand awareness on recurring users
and expand SEO traffic.
CONTENT
Based on a precedent purchase, you
can recommend complementary and
replacement products. You can also
explore Loyalty and Rewards programs.
LOYALTY
When users do not reach the expected
purchase frequency, you need to
implement strategies to reactivate
them.
REACTIVATION
At traffic generation vertical, we have
two main divisions. The second of them
is Customer Retention, which focus is
to generate recurring users sessions.
METRIC: % NEW USERS
METRIC: % CHURN
METRIC: SESSIONS

13. CONTENT
ECOMMERCE CANVAS OVERVIEW
VERTICAL 1 - ACQUISITION AND RETENTION
VERTICAL 2 - SHOPPING EXPERIENCE
VERTICAL 3 - POSTPURCHASE
GROWTH PLAN

14. SHOPPING EXPERIENCE
At landing page we give options to
explore store’s assortment with
banners, menu, search bar and etc..
EXPLORATION
When customers find what they want, you
should give them information about the
product, shipping policy, return policy and
etc. in order to push them to checkout.
DECISION
At Moment of Purchase, you need to
have a frictionless checkout with a
whole bunch of shipping and payment
options in order to higher conversion.
MOP
At sales generation vertical, the
customer arrives at store and we need
to guide them through shopping
experience.
METRIC: % BOUNCE
METRIC: % ADD TO CART
METRIC: CONVERSION

15. CONTENT
ECOMMERCE CANVAS OVERVIEW
VERTICAL 1 - ACQUISITION AND RETENTION
VERTICAL 2 - SHOPPING EXPERIENCE
VERTICAL 3 - POSTPURCHASE
GROWTH PLAN

16. POSTPURCHASE
Order processing is the core here. You
can have strategies like same day
delivery process, ship from store, ATP
(available to promise) and etc..
ORDER
You must have different carriers with
different service levels, varying on cost
and velocity. Pickup Points and tracking
are important strategies too.
DELIVERY
You can offer your customers free
returns, different channels for answer
their questions, automation for order
change and etc..
CUSTOMER SERVICE
At order delivery vertical, we care about
customer experience, processing order
with quality and agility.
METRIC: % OF CANCELED ORDERS
METRIC: % DELIVERED ON TIME
METRIC: NPS

17. CONTENT
ECOMMERCE CANVAS OVERVIEW
VERTICAL 1 - ACQUISITION AND RETENTION
VERTICAL 2 - SHOPPING EXPERIENCE
VERTICAL 3 - POSTPURCHASE
GROWTH PLAN

18. PROJECTS AND OPERATIONAL RECOMMENDATIONS ON CANVAS
Once we’ve filled ecommerce canvas, we should define strategies to achieve revenue
growth goal.
If we need do grow 50% we must have consistent strategies to beat this challenge.
Strategies are implemented trough one ore more projects. Projects, when implemented,
must result in a metric improvement and the new feature or process is written on canvas.
Sometimes we have a feature or process that should be improved. That’s an opportunity for
an operational recommendation, that must result too on a metric improvement.
On next page we have an example.
2 projects, on yellow, that implement Omnichannel Strategy and, on green, an operational
recommendation for Sessions Growth.

19. GROWTH PLAN

20. GROWTH PLAN
All projects and operational recommendations are written on Growth Plan.
For each recommendation or project, we set the expected result, the implementation date
and the result checking date.
The set of results should be the main force on achieving the revenue growth goal.
On next page we have a Growth Plan for our Canvas Example.

21. Omnichannel Ship from store 03/2018 % canceled -10% Finished 04/2018 -20%
OPER: Grow
Sessions
Desktop
Sessions
04/2018 Sessions +50% Implem. 05/2018
Omnichannel inStore Pickup 05/2018 Conversion +10% Approving 08/2018
CUSTOMER X – GROWTH PLAN 2018
STRATEGY PROJECT GO LIVE METRIC GOAL STATUS CHECK ON RESULT

22. GROWTH PLAN EXECUTION
When Growth Plan is executed, the results must reflect on Canvas.
Projects must be written on the respective area and metrics improvement must be
observed.
Operational recommendation, when implemmented won't be written on canvas, because
the process or feature is already there. But metrics improvements must be observed too.
On next page we can see our example after growth plan execution.
Projects, on yellow, are now part of canvas.
Checking the metrics we can see that % of orders canceled reduced 20% percent, but
conversion didn’t improve with pickup point implementation, as expected.
Sessions, on green, have grown, but we don’t write anything new on canvas, since the
result was achieved by an operational improvement on Facebook and email campaigns,
focused on desktop devices.