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Present นี้เป็น 1 ใน 12 Course ที่ผมสอนเมื่อปีที่แล้ว(2556) มีการปรับนิดหน่อย ว่าด้วยเรื่อง eCommerce, รูปแบบต่างๆของ eCommerce,การปรับใช้รูปแบบ eCommerce กับธุรกิจของเราเอง การทำ ecommerce ให้สำเร็จ และ Case Studies อ่านจะมีเนื่อหาเก่าบ้างตามสมัย
สำหรับเนื้อหาการสอน 12 ครั้ง มีตั้งแต่การเรื่องการวางแผนงานดิจิทัล e-commerce จนถึงการนำไปใช้และวัดผล อาจไม่ครบถ้วนเนื่องจากในการสอนมีการบรรยายนอกเหนือสไลด์ด้วย
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This presentation was my 2nd Class (1 of 12 my courses) for every companies that I was both a consultant and in-house lecturer last year(2013). It was used for the last company that I taught last year. It might be updated due to its time. The content included eCommerce, types of ecommerce, How to be success in eCommerce, and case studies.
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Class 02 e-Commerce and Success Factors
1. 1
By Somkiat Lilitprapun(Kroo BOY)
2013 Digital Marfketing Course
Day 2 – e-Commerce (25/09/2013)
This photo was taken from ICC
(Last Customer in 2013)
2. E-Commerce ??
Buying & Selling of product or service
over electronic systems
such as the Internet and other computer networks
“ก
F
ก F internet
F
F”
3. e-Commerce Models
E-Classified
E-Catalog
Online Shopping
MARKET PLACE
Auction
Daily Deals
Flash Sales
Subscription
Collaborative Commerce
Next Generation Market Place
Social Bookmarking
Mobile Commerce
Reference : http://www.slideshare.net/AnnaPietka/e-commerce-new-business-models-14291829
25. 10 Differences bet Daily Deal & Flash Sales
25
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Openness: Daily Deal is open for all; Flash Sales is by invite-only
Geography: Daily Deal is local; Flash Sales is national
Type of Product: Daily Deal is virtual voucher; Flash Sales is physical product
Hold of Inventory: Daily Deal hold No inventory; Flash Sales does
Cash Flow: Daily Deal receives cash up front, then pay out over 90 days; Flash
Sales pay out cash for products, then earn back when the products are sold
'Instantly' Consumable: Yes for Daily Deal; No for Flash Sales
Scarcity: Time-based for Daily Deal; Quantity-based for Flash Sales
Suppliers: Small merchants for Daily Deals; Large brands for Flash Sales
Value Proposition to Supplier: Get new customers for Daily Deal; Sell post-peak
inventory for Flash Sales
Brands: Relatively unknown for Daily Deal; Exclusive brand names for Flash Sales
85. Pre-Sales : stimulus&ZMOT
Target ˈ
Branding F
/
Product Search & Selection –
> F ก
กF
Inventory –
F
ก
ก
On our Warehouses > F
On supplier Warehouse
>
F F supplier F F ก F (Drop Shipment)
>
F F supplier F F
F
F F ก F
Customer Process Preparation -
ก
ก
ก
ก
86. Pre-Sales
Payment
> Bank Tranfer
> 7-11 Counter Service
> Smart Card/purse
> Credit Card
> Paysbuy
> Paypal
> COD (Cash on Delivery)
> Credit F ก Credit
> F Shop
> F Shop
Shop
89. Pre-Sales
Website Design
> Home Page – FOCUS
F ก
> Product Detail – LONG Page Info + Recommendation + wishlist + customer
review
> Shop with ease > F ก 10 F
F F detail
> F Detail
ก
F
ก SEO
Detail
ก กF ˆ
F ก F /ก
F /
ˈ F
Language ?? ก
Log in F FB TWT
....
Share Button
Product Detail
97. Pre-Sale
Back-End System
Update Content System : Product F
Grouping/Category F
Order notification
Customer Database F
F
ก
ก
F ก
F
Order Status
Reporting System
Sales Report by day , by customer , by products, delivery method, order status
Product Report by sales , Moving
Summary Sales, Product,Customer Report
Google Analytics
Monitoring Tool
98. Pre-Sale Promotion
Daily Weekly Email
Facebook Ads
Facebook Pre-Order
Facebook Commerce
> PAGE
> Bento f-Commerce
Co Partner
F Daily Deal Websites
ʽ F
Brand Awareness F tarad.com, weloveshoppings
99. Pre-Sale Promotion
Event
F
Offline
PAY and Pick Event
eMail
Existing Member
SEO
PPC + LANDING Page Campaign
Display and Video Advertising
Facebook Page & Ads
Twitter
Other Social Media eg. Instagram
Affliate Program
Contests
F
F
F
ก ก Fก F
F
ก F
debit card
10%
109. First MOT - On Site Sale
ก F F F F
F
F ก
ก F F Promotion F
>
กก F 5000 F
>
Star Buck
order
xxxx
ก
F
Site
Upsell – 1
ก1
Crosselling –
F
Top 5 Product
Top 5 Product
F Category
110. First MOT - On Site Sale
ก
ก
Point Reward
1000
( F
)
ก xxx
per order
F . . (Happy Hour)
F Offer F - F F
ก ก F ก
111. Success Factors
Clear Brand Positioning/value proposition
Creditability
Price Competitive
Quality Competitive
Beyond Expectation Service
Pre : eg website itself, matched products etc
During : easy to use
After : exact time delivery, good call center
114. 10 Reasons why not buying?
1 – 56% F F
F
(Unexpected Costs)
ก
2 – 37%
F ก F ʽ
F ก
F F
3 – 36%
F
F
4 – 32%
5 – 26%
F ก
F
ก
F
F
F
F F
(Just Browsing)
F
F F
ก F (Found a better price elsewhere)
F
ก (Overall Price expensive)
115. 10 Reasons why not buying?
F
6 – 25%
F
กF
F
F
กก
F
ก ก
F
7 – 24%
F ก Error
ก ก
ก F
(Website crashed)
(
8 – 21%
ก
ก ก (Process was taking too long)
9 – 18%
ก F
F กก ก F
F
10 – 17%
ก F
F F
(Concerns about
payment security)
Source : WorldPay Global research project exploring consumer attitudes towards online shopping
116. Other Reason “not buy”
116
They want it now – ก F
!
Your website sucks on their device –
They don’t trust your site –
F
You don’t sell what they want – F
Your customer service is lousy – ก
Source : brw.com
F
F ก
F F F
117. SMOT – ONLINE CRM
Create “Customer Loyalty” and “Advocate”
LATER
118. Tony Hsieh
Founded 1999
Reason to Found
“ Footwear in the US is
a 40 billion dollar
market and 5% of that
is already being sold
by paper mail order
catalogs ”
119. Success of Zappos
1999 – shoesite.com – Minimal Revenue
Late 1999 – Shoesite.com >> zappos.com (zappatos)
2000 – Rev 1.6 million US dollar (
67 F
– currency rate
2000 – 42bht/$)
2008 – Rev 1 Billion US Dollar (34,000 F
– currency rate 2000
– 32bht/$)
2009 – Amazon Zappos
Business Model : Loyalty Model & Relationship Marketing
Promote via “WOM”
120. 10 Value to success of Zappos
Deliver WOW Through Service ( F Service WOW)
F ก F
Embrace and Drive Change (
F ก
Create Fun and A Little Weirdness ( F
)
ก
ก F )
Be Adventurous, Creative, and Open-Minded ( ʽ
Pursue Growth and Learning( F
Fก ก
F F
ก F)
F
)
F ก
Build Open and Honest Relationships With Communication(ก
ʽ กF
Fก )
Build a Positive Team and Family Spirit ( F
F F
Do More With Less (
F F
Be Passionate and Determined ( F
Be Humble ( F
F
F
F
)
F
กก
)
)
F
ก
)