Forum e commerce brasil - Creating & defining b2b ecommerce strategy
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I presented these slides at the Forum eCommerce Brazil conference, on how to create a B2B eCommerce strategy, including marketing, merchandising, analytics, technology, and sales components.
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Forum e commerce brasil - Creating & defining b2b ecommerce strategy
- 1. Creating & Defining a B2B eCommerce Strategy MARTA DALTON, DIRECTOR OF ECOMMERCE
- 2. Me by the Numbers 2 years in eCommerce, Software Dev, Digital Mktg 14 5+ eCommerce Platforms launched or maintained Content & Marketing Systems launched or maintained 10 4 eCommerce Departments built from the ground up Build B2B eCommerce departments at:
- 4. 4 59% 50%+ 74% of B2B organizations have 1/3 of their customers buying online of B2B buyers make half or more of their work purchases online of B2B buyers research half or more of their work purchases online 86% of B2B companies offer online buying 93% of B2B buyers prefer to buy online when they’ve decided what to buy 1/3 of B2B buyers use mobile devices to research purchases 68% of B2B buyers prefer to browse websites for product
- 5. 928B 484B 92B 54B 87B 686B 2,331B Global B2B eCommerce Market
- 6. 6 Brazil eCommerce Market Growth 2017 ended with 8% growth, 55M consumers spending BRL 47.7B 2018 is expected to have 12% growth with BRL 60B in sales
- 8. 8 WHAT • Vision & Rules of Engagement • Customer Culture • Customer Value Objectives • Business Case & KPI’s WHO • Segmentation Model • Lifecycle & Life Stage • Experience & Journey Design • Channel Management HOW • Propositions & Contact Plans • Capability Enhancement • Data & Technology • Voice of the Customer Strategy Components From CustomerAttuned, http://customerattuned.com/blog/12-critical-components-of-great-b2b-customer-strategy-part-1/
- 9. Strategic Go To Market StrategyCustomer & Order Goals Cashless Payment ModelBottler Partnership Operational eCommerce Marketing Digital Merchandising Analytics Sales Capability Customer Support Key Success Factors
- 10. 10
- 12. IRCE 2017- Tech Workshop [session title] 12 EDI Web Mobile FLAVORS OF ECOMMERCE Punchout
- 17. eCommerce as an AND with call center or sales reps 17 It takes 7-9 touches to get a customer to act Offline interactions influence 40% of online searches Offline/Online together are 50% more efficient than offline alone1 Offline/Online together are 20% more efficient than online alone1 54% of customers are more likely to buy a new product when learning about it from an offline source2 For some customer groups, overall customer satisfaction is higher in blended online/offline environments3 1): Analytic Partners 2017 Marketing Intelligence Report 2) Nielsen 2016 survey 3) Research in Marketing: Customer satisfaction and loyalty in online and offline environments Most influential touch points by stage of decision journey
- 19. Making It Happen at Coca-Cola 19
- 20. 20 Nov 2014 soft launch Jan – June ‘15 pilot myCoke – all customers 10x growth 2015 - 2018 THE MYCOKE TIMELINE July ’15 started driving use Original target - SMB
- 21. Moving Customers Online is Hard Work! 21
- 23. eCommerce Marketing 23 WHAT IS IT? WHY DO WE DO IT? Email Marketing Search Engine Optimization Search Engine Marketing Marketing Automation Outbound Calls Contact Automation Print Mail Sales Collateral GOALS • Introduce customers to online ordering capabilities at Coca-Cola • Ensure customers understand how to use myCoke.com to register and place orders • Increase use of myCoke.com for customer ordering on a consistent basis • Provide awareness of Coca-Cola products and brands • Drive registration of customers for myCoke.com • Increase the number of orders that customers place online vs offline • Increase customer revenue and gross profit per order
- 24. Digital Merchandising 24 WHAT IS IT? WHY DO WE DO IT? Product Data Managemen t Site Search Promotions & Brand Focus Category Banners Up-sell & Cross-sell Homepage Banners GOALS • Provide digital execution of the Bottler’s sales strategy • Support consistency in messaging across customer touchpoints, including the CCC and sales reps • Provide a personalized online shopping experience • Promote specific products and brands based on customer region, interest, and/or trade channel • Increase website conversion rate to drive revenue • Increase average order value size by introducing customers to new products • Increase customer revenue and gross profit per order • Up-sell customers to more premium products & packaging
- 25. Analytics 25 WHAT IS IT? WHY DO WE DO IT? Manage Customer Target List Offline Marketing Campaign Lists Online Marketing Campaign Lists Data Scrub & Maintenanc e Web Analytics Business Intelligence Reporting GOALS • To create a continuous improvement feedback loop for all of our service activities • To measure performance against our established KPI’s & goals • To identify potential customer experience issues that can be added to training or generate new site enhancements • To find new opportunities for products and website enhancements/features • Create consistent anonymous reports across bottlers for best practices comparisons • Provide regular updates on performance against KPI’s and goals • Create custom reports to focus on bottler-specific data requests
- 26. Sales Capability 26 WHAT IS IT? WHY DO WE DO IT? Instructor- Led eLearning Field Training GOALS • Create awareness of myCoke across field teams • Inform the field of any new myCoke enhancements and features so they can share with customers • Provide hands-on experience with myCoke for sales teams • Educate warehouse/distribution on what they need to know for delivery of myCoke orders • Drive employee engagement through site knowledge • Partner with the sales & field teams to increase revenue, registration, and customer satisfaction
- 27. Bottler & Customer Support 27 WHAT IS IT? WHY DO WE DO IT? Interaction Tracking Chat & Email Customer Support Phone Customer Support Call Marketing Campaign Execution Production Issue Resolution & Escalation User Acceptance Testing Support FAQ & Chat System Managemen t Bottler & Customer Notification / Messaging GOALS • Provide world-class customer service across a variety of customer touchpoints • Manage the day to day operations that drive site functionality and content • Provide an easy-to-use experience for myCoke COE and Bottler customer support agents • Share best practices in eCommerce support across Bottlers and the myCoke COE • Meet SLA’s for customer support • Support the creation of seamless site functionality • Expedite resolution of any site issues and customer problems • Provide consistent information across Bottler and customers
- 28. Governance 28 WHAT IS IT? WHY DO WE DO IT? Site Roadmap New Feature Approvals GOALS • Identify the process of adding new features to the site • Ensure the right people are included during the process • Include the necessary steps to obtain funding for new enhancements • Bring in new technologies and industry leading practices • Continually improve the eCommerce website • Find new ideas from our different stakeholder groups
- 29. myCoke Organizational Structure today 29
- 30. THANKS! Starting Aug 20th, Global Director of B2B & B2B2C eCommerce at Unilever www.linkedin.com/in/martadalton Marta.Dalton@Unilever.com 30