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Planning & Managing your Internet Retail Initiative- Internet Retail Expo 2013 •   Sujit Panigrahi •   Last Updated: 31 Ja...
KNOW YOUR BUSINESS ANDTARGET SEGMENT
What do you want to achieve through Online Business?Sell direct to end customers (B2C)              Sell online to busines...
Steps to Online Business•   Initial Phases    Analyze your ideas and find a suitable solution that meets your specific onl...
Components of E-Commerce Initiative+ Shop Management+ Online Marketing+ Store Front Development and Product Presentation+ ...
+SHOP MANAGEMENT
+Shop ManagementShop Managers to plan, roll out, and operate your Internet sales channel, taking responsibility   for the ...
ONLINE MARKETING
Online MarketingOne purpose: acquiring and retaining new customers quickly and cost-effectively.Reach new markets and capt...
+ STORE FRONT DEVT. ANDPRODUCT PRESENTATION
Store Front Development and Product PresentationHere are just a few of the functionalities you must have:    1.Flexible pr...
+INTERNATIONALIZATION
+InternationalizationIn order to sell products worldwide, online shops need to be tailored to the specific needs of    man...
+BUSINESS PROCESSES
+Business ProcessesProvide all the necessary business services relating to your online sales channel:    1.Accounts receiv...
+CUSTOMER SERVICE
+Customer Service•   A staffed service center can be provided for your customers, processing inquiries by    telephone, e-...
+LOGISTICS & FULFILMENT
+Logistics and Fulfilment•   Have a good logistics and fulfillment team to directly oversee and manage:    1.Inventory    ...
TECHNOLOGYCONSIDERATIONS
For B2C Business  1.Choice of E-commerce Plaform: MartJack, Zepo, Magento  2.Catalog and product data management  3.Powerf...
For B2B Business  1.B2B e-commerce Models  2.Personalized storefronts for business customers  3.Customer accounts  4.Order...
MYTHS
Myth #1: You Need to Have a Website  1.Deals sites (such as Snapdeal, Khojguru, Timesdeal etc.) allow businesses    withou...
Myth #2: Search Engines will automatically send you Free Traffic   1.For ‘natural search’ or Search Engine Optimisation (S...
Myth #3: You Don’t Have to be Price Competitive1. Internet is the world’s fastest and most effective price comparison engi...
Myth #4: You Can Manage Logistics Easily  1.Invest seriously in your logistics solution.  2.The most successful websites u...
Myth #5: Buyers will Always Find your Website  1.Your website address (URL) should be synonymous with your business name. ...
Sujit Panigrahisujit@convergenttec.com | +91-9810259395www.convergenttec.com | www.logizmos.comTHANK YOU
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Planning & Managing Your Internet Retail Initiative By Sujit Panigrahi

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Planning & Managing Your Internet Retail Initiative By Sujit Panigrahi

  1. 1. Planning & Managing your Internet Retail Initiative- Internet Retail Expo 2013 • Sujit Panigrahi • Last Updated: 31 January 2013
  2. 2. KNOW YOUR BUSINESS ANDTARGET SEGMENT
  3. 3. What do you want to achieve through Online Business?Sell direct to end customers (B2C) Sell online to business customers (B2B)• Sell directly to your retail customers. • Develop and optimize your online Need a tool for professional catalog and transactions with business customers. order management and includes all key Implement all B2B processes and create B2C processes. a professional customer and service portal.Use partners to market your products Integrate suppliers• Sell products and services indirectly via • Create flexible and efficient supplier partners, to manage sales via distribution networks. Integrate your suppliers into partners, national affiliates, and your e-commerce environment. Your subsidiaries, and to enable your partners suppliers can align their products with to sell to their partners and retail or your online offerings and provide all the business customers. information you need for your business.
  4. 4. Steps to Online Business• Initial Phases Analyze your ideas and find a suitable solution that meets your specific online business needs• Planning phase Plan your e-commerce initiative in close consultation with experts — from the marketing plan to designing the online store and selecting the appropriate partners• Implementation phase This involves setting up and testing the online platform and processes defined in the plan• International roll-out Post-launch, systematically expand your online business, which can be quickly and easily extended to cover other regions, as required.
  5. 5. Components of E-Commerce Initiative+ Shop Management+ Online Marketing+ Store Front Development and Product Presentation+ Internationalization+ Business Processes+ Customer Service+ Logistics and Fulfillment
  6. 6. +SHOP MANAGEMENT
  7. 7. +Shop ManagementShop Managers to plan, roll out, and operate your Internet sales channel, taking responsibility for the success of your online store and the revenue it generates. They handle the following areas: 1) Defining the product range 2) Optimizing pricing within the online store 3) Ensuring proper delivery 4) Designing the online store 5) Managing employees and partners 6) Advertising activities 7) Monitoring sales processes 8) Customer management 9) Financial management 10) Accounting and Statuatory Requirements
  8. 8. ONLINE MARKETING
  9. 9. Online MarketingOne purpose: acquiring and retaining new customers quickly and cost-effectively.Reach new markets and capture market share to increase value of your business, boost sales and profits.Use experience in sales-oriented online marketing, to devise strategies and activities that are ready to be implemented as soon as the store goes live: 1.Search Engine Optimization (SEO) 2.Search Engine Marketing (SEM) 3.Social Media Marketing (SMM) 4.E-Mail Marketing 5.Affiliate Marketing 6.Data Feed Marketing (DFM) 7.Landing Page Optimization (LPO)
  10. 10. + STORE FRONT DEVT. ANDPRODUCT PRESENTATION
  11. 11. Store Front Development and Product PresentationHere are just a few of the functionalities you must have: 1.Flexible product grouping and presentation 2.Product comparisons 3.Product bundling 4.Cross-selling 5.Up-sellingAn attractive, user-friendly online store with the right mix of tools to encourage your customers to keep shopping. User marketing functionality such as: 1.Campaigns 2.Promotions 3.Discounts 4.CouponsOffer your customer a choice of payment methods to improve shopping experience: 1.Credit card 2.Payment on receipt of invoice 3.Advance payment 4.Cash on deliveryQuick, reliable, and secure handling of payments prevents lost sales and also contributes to a positive experience.
  12. 12. +INTERNATIONALIZATION
  13. 13. +InternationalizationIn order to sell products worldwide, online shops need to be tailored to the specific needs of many different locales—domestic, regional, or international.You need flexibility such as: 1. Multiple languages 2. Ability to handle multiple currencies 3. Localization options
  14. 14. +BUSINESS PROCESSES
  15. 15. +Business ProcessesProvide all the necessary business services relating to your online sales channel: 1.Accounts receivable 2.Reminders 3.Collection of receivables / payments 4.Risk management 5.Warranties 6.Pre-booking Policy
  16. 16. +CUSTOMER SERVICE
  17. 17. +Customer Service• A staffed service center can be provided for your customers, processing inquiries by telephone, e-mail, SMS, and fax.• Employees to be given access to all the necessary systems and proper training to ensure the highest standard of customer care.• In addition to processing orders and advising on products, the customer service center can also handle inquiries related to: 1.Order delivery dates 2.Billing issues 3.Returns and exchanges 4.General product complaints
  18. 18. +LOGISTICS & FULFILMENT
  19. 19. +Logistics and Fulfilment• Have a good logistics and fulfillment team to directly oversee and manage: 1.Inventory 2.Incoming goods 3.Order picking and preparing orders for shipment 4.Returns processing 5.Annual inventory 6.Archiving records 7.Monthly statistics
  20. 20. TECHNOLOGYCONSIDERATIONS
  21. 21. For B2C Business 1.Choice of E-commerce Plaform: MartJack, Zepo, Magento 2.Catalog and product data management 3.Powerful search capabilities 4.Simplified and personalized ordering process 5.Automated order processing 6.Customer data management 7.System integration capability 8.Performance and growth
  22. 22. For B2B Business 1.B2B e-commerce Models 2.Personalized storefronts for business customers 3.Customer accounts 4.Orders 5.Authorization processes 6.Language 7.Search 8.Exchanging catalog data 9.Merchandising functions 10.E-Procurement 11.Integration
  23. 23. MYTHS
  24. 24. Myth #1: You Need to Have a Website 1.Deals sites (such as Snapdeal, Khojguru, Timesdeal etc.) allow businesses without a website to offer site members discounted products or services, this can provide an instant boost to sales and customer acquisition. 2.Use an existing marketplace like ebay which contains “Stores” which are effectively a website within a website – and you can launch your own branded store within minutes and probably for a fraction of the cost of creating your standalone website.
  25. 25. Myth #2: Search Engines will automatically send you Free Traffic 1.For ‘natural search’ or Search Engine Optimisation (SEO), it takes a skillful web designer to ensure that any website is optimised for search placement at sites like Google and Bing. 2.For example, it’s suggested that you follow some basic guidelines such as: 1.utilise a website title and Meta tags in your code; 2.use headings; 3.use links within and to and from your website; 4.use structured paragraphs that are rich in keywords and 5.label all images and media clearly 3.Update content regularly
  26. 26. Myth #3: You Don’t Have to be Price Competitive1. Internet is the world’s fastest and most effective price comparison engine.2. You’re not only competing with other local businesses, but also with much larger international businesses whose economies of scale often mean they can sell to your customer at a much lower price than you can afford.3. Being the cheapest isn’t key here, it’s providing best-in-class service and add-on benefits so that the overall experience you offer is competitive. Give benefits such as: 1.free shipping 2.free returns 3.loyalty program
  27. 27. Myth #4: You Can Manage Logistics Easily 1.Invest seriously in your logistics solution. 2.The most successful websites utilise a standalone distribution centre for e-commerce, meaning they do not pay expensive retail rent and staff overheads for the products they sell online. 3. Managing the e-commerce component of your business as a separate profit and loss centre can help ensure you optimise the return on your investment. 4.Having lower overheads may also afford you the ability to discount your online products or services.
  28. 28. Myth #5: Buyers will Always Find your Website 1.Your website address (URL) should be synonymous with your business name. It should be an exact replica of your business name. 2.It should also appear in every place your business name does: all stationery, on- premises, emails, in all advertising, etc.
  29. 29. Sujit Panigrahisujit@convergenttec.com | +91-9810259395www.convergenttec.com | www.logizmos.comTHANK YOU

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