Ecommerce UK Making Christmas Count event

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Slides from presenters at the Ecommerce UK LinkedIn Group's Making Christmas Count event:
- Martin Newman, Practicology
- John Bovill, Monsoon Accessorize
- Mo Syed, Amplience
- Nadine Sharara, Thomas Pink
- Kristian Bromley, Firebox
- Kerry Okikiade, Firebox
- Kana Butkovic, The Swiss Digital
- Neil Sansom, Moss Bros
- Myles Dawson, Adyen

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  • Lincoln 2011 –queues of an hour to collect carded packages from Royal Mail depot.
  • In 2012 John Lewis drafted in 50 extra staff across 5 of its biggest stores for Panic Saturday. They were described as “Eleventh-Hour Elves”
  • Hibernating animal, emerging from a serioussleep with the expectation of running 6 marathons in 6 days next week.Switching on your boiler at the end of summer and expecting all the parts to work seamlessly
  • Howw e try to maximise every opportunity at xmas,Everyone must be on pointAll hours
  • Customer service, transport communications, snow preparation, ability to switch down options by region, Snow example of 2010- how many emails we wiped- impact to NPS briefly dipped to 50% for Dec-10 but we recovered.
  • Ecommerce UK Making Christmas Count event

    1. 1. eCommerce UK Making Christmas Count Martin Newman – CEO Practicology Tonight’s hashtag: #makingxmas Venue wifi code: Comm3rce
    2. 2. Thank You’s • The attendees, without you, we have no one to share insight with • Presenters for sharing insight • Tonight’s sponsors without whom this event wouldn’t take place: Amplience, the Swiss Digital and Adyen • Practicology team here tonight: Mark, Nupur, Nicola, Joanna, James, Volha, Raimundo, Beata, Sara, Laura (My wife)
    3. 3. Thank You’s • • • • • Thanks to Joanna for moderating Cathy Crawley, my co host Jonathan Hall and Cranberry Panda for filming Dan Barker for tweeting Antony Alexandrou for photography www.3aphotography.com
    4. 4. Agenda • Introduction: Martin Newman, CEO Practicology • Presentations: • John Bovill, IT and eCommerce Director, Monsoon Accessorize • Mo Syed – Amplience • Nadine Sharara, Head of eCommerce, Thomas Pink • Kerry Okikiade, Commercial Director & Kristian Bromley, MD, Firebox • Kana Butkovic, MD - Swiss Digital • Neil Sansom, eCommerce Director, Moss Bros • Myles Dawson – Adyen • Q&A • The bar
    5. 5. Introduction
    6. 6. A shameless plug…
    7. 7. What makes us special?
    8. 8. Deep experience of the team: We’ve all been at the coal face!
    9. 9. What Practicology does Strategy Development Commercial Planning Technology Selection Organisational Change Analytics & BI Conversion Rate Optimisation Customer Insight UX & Usability Site Design Digital Marketing Trading Services
    10. 10. Who we do it for
    11. 11. Some thoughts from me about peak…
    12. 12. For some categories online sales were the only reason year-on-year sales rose over the summer months. Online sales will drive peak trading too
    13. 13. 112 million UK web visits on Cyber Monday last year - the second biggest online shopping day ever. This year: Cyber Monday - Dec 2nd Panic Saturday - Dec 21st Mad Monday - Dec 23rd
    14. 14. Web penetration Web shopper 1996 Web shopper today
    15. 15. Older customers buy online at Christmas
    16. 16. Acquisition & Conversion
    17. 17. Acquisition Marketing • Check SEO and PPC landing pages for out of stocks, price changes, offers etc – particularly if you are running last-minute promotions
    18. 18. Findability • Visitors will be coming to your site for the first time • A gift category • Stocking fillers • Compelling CTAs Bestsellers • Redirects for misspellings gift buyers might put into your search box
    19. 19. Buyability • When’s your cut-off date? – Christmas is on a Wednesday • How will you highlight click & collect if this is an option after your delivery cut-off • Contingency plans – Royal Mail strike? • Gift messaging/gift wrap
    20. 20. Site Performance • Regular checks for broken links, pages not found and download times – also optimise your Page Not Found • Don’t wait for customer complaints before doing anything about it – explain problems
    21. 21. Mind your language
    22. 22. Don’t forget…a customer’s not just for Christmas!
    23. 23. Retention
    24. 24. Retention Marketing • Trigger email campaigns… • For instance, you could offer customers who’ve purchased in the run up to Christmas with the first opportunity to buy merchandise once you go on Sale?
    25. 25. Customer Service • Already ramped up your contact centre team to cope with the Christmas rush? • What about staff in stores who are trained to help customers order online? • John Lewis 50 Eleventh-Hour Elves in 5 biggest stores for panic Saturday
    26. 26. Supply Chain • If you don’t have a single stock pool, how easily can you reassign stock to online?… the % of sales taken online tends to rise during peak trading
    27. 27. January Sale (in December) • When are you going on Sale online? • Christmas Eve, Christmas Day and Boxing Day can be some of the top online trading days during peak while stores are closed
    28. 28. Analysis • Even if it’s too late to act on your data during peak, make sure your site tagging is set up so you can analyse and improve next year
    29. 29. John Bovill
    30. 30. Mo Syed
    31. 31. Responsive design & ecommerce What it means for experience, cost & sales. by Mo Syed Head of UX @uxmo mo@amplience.com
    32. 32. new consumer journey
    33. 33. a multiscreen journey http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-worldinsight/
    34. 34. Multiscreen Complexity
    35. 35. the promise of
    36. 36. Cost reduction
    37. 37. maintenance, development & optimisation
    38. 38. Consistency of experience
    39. 39. Full fat on every channel
    40. 40. Responsive
    41. 41. Grids
    42. 42. Breakpoint s 768 px 768-1279 px 1441+ px
    43. 43. changes across breakpoints
    44. 44. changes across breakpoints
    45. 45. changes across breakpoints
    46. 46. Changing elements topbar topbar topbar
    47. 47. adaptive media
    48. 48. Show products in context
    49. 49. Use Zoom & Spin
    50. 50. 81KB 26KB 12KB
    51. 51. Bench +100% on mobile Lovehoney +60%-100% all devices State Farm +56% on all devices http://econsultancy.com/uk/blog/63185-14-brands-that-increased-conversion-rates-viaresponsive-design
    52. 52. Nadine Sharara
    53. 53. Cross Channel Integration For A Seamless Customer Experience Twelve Tips for Christmas Readiness Nadine Sharara, Head of Ecommerce
    54. 54. Twelve Tips for Christmas Readiness… In these ultra-competitive times the peak Christmas period can be make or break for retailers. With up to 40% of sales happening around this time, under performance doesn’t just harm your company, it could be fatal to your business.
    55. 55. 1. Have a Plan “To fail to plan is to plan to fail” Know your targets Set a content plan Track and measure
    56. 56. 2. Know Your Product • What are the hero items? • High ticket, high margin, high volume • Stock levels and allocations
    57. 57. 3. Involve the People • Overtime schedules – call centre, fulfilment • Team motivation
    58. 58. 4. Tick off the Ops Checklist       Last order dates confirmed Enough boxes and packaging Order enough gift wrap Extend returns policy and hassle free returns Store opening times updated Click and collect timing and availability
    59. 59. 5. Plan your Promotions • Promotion types – – – – Free delivery, express delivery for VIPs Complimentary gift wrapping Black Friday seasonal offers 20% off event days • Dates, volume and ROI targets, • Channels and execution
    60. 60. 6. Optimise the Website • Gifting navigation • Optimised landing pages from search or email • Clear promises to customers: delivery options, delivery dates, returns policies, store notices, customer service contacts
    61. 61. 7. Make Gifting Easy • Complementary gift wrap • Gift category navigation • Gift vouchers
    62. 62. 8. Provide Content • Relevant • Rich, imagery, video, SEO optimised • Device ready • Social
    63. 63. 9. Be Tactical • Optimise paid search: PLAs, long tail keywords, contextual ads and landing pages • Banker promotions – email, affiliates • Context: Optimise landing pages with relevant experiences across all entry touch points • Measure, respond to demand
    64. 64. 10. Get ready for SALE • • • • • Targets Stock package Launch timing Communication plan Preview for loyal customers?
    65. 65. 11. Don’t forget Performance  Notify platform support to manage peak traffic
    66. 66. 12. Don’t Forget to Celebrate Christmas should be fun Happy team = better productivity
    67. 67. Thank You and Merry Christmas Q&A @nadinesharara nadines@thomaspink.com
    68. 68. The Coolest Things You Can Buy Optimising Peak
    69. 69. The Coolest Things You Can Buy Kristian Bromley Managing Director Kerry Okikiade Commercial Director We source exclusive, on trend, shareable, cool, hard to find products.
    70. 70. The Coolest Things You Can Buy
    71. 71. The Coolest Things You Can Buy Some numbers Launched in 1998; older than Google. 29 permanent Staff. 1200 live SKUS. Over 2/3 of our turnover arrives in 8 weeks. Our NPS is consistently over 70%. Over 300 active suppliers. Over 40% of our traffic is mobile/tablet 28% of top 50 products are exclusive/own brand
    72. 72. The Coolest Things You Can Buy The climax to our trading year We have an operational model that is flat for 10 months of the year and then increases 2000%+ for peak.
    73. 73. The Coolest Things You Can Buy Case Study: PR HIT Should trigger the following..... • Tech – traffic spike. • Marketing- PPC optimise product, add content. • Design- raise homepage product profile. • Buying- supplier update, margin opportunity. • Inventory- volumes available, lead time. • Warehouse- orders spike, pre order build up. • Customer Service- phone orders, product info prep. • PR- associated features. Maximise every opportunity you can, practise...
    74. 74. The Coolest Things You Can Buy Inside your control... Be flexible as late into peak as possible with: • • • • • Hiring seasonal staff Inventory orders/multiple drops Discounting Delivery cut-offs Homepage messaging/newsletter content • Variable marketing commitment • Partnerships & other marketing opportunities i.e. online gift guides, leads are shorter now. Forecast, reforecast, react fast.
    75. 75. The Coolest Things You Can Buy Outside your control.... • Inclement weather • Carrier capacity • The ‘Economy’ • Supply Issues • Competitor discounting Spread the risk where possible, consider the ‘what ifs’.
    76. 76. MAKE CHRISTMAS COUNT Neil Sansom Ecommerce Director Moss Bros Group PLC
    77. 77. Moss Bros Group PLC • 138 UK stores • High Street and Outlet Centres • 75% business retail – selling • 25% Hire – probably what we are famous for • Ecommerce for a number of years but very slow to invest until recently • Last year less than 2% of sales • Half year ecommerce sales up 168% • Hire and Bespoke not yet online
    78. 78. Background • 17 months at Moss • Ecommerce consultant • 3 years MandM Direct • 3 years Otto Group –Oli.co.uk • Shop Direct Group • Kingfisher/Freeserve and Shell • Ecomm for too many years now!
    79. 79. PEAK – simple really • P – Plan • E – Execute • A – Agile • K – Consider (couldn’t think of a K!)
    80. 80. Plan • Trading calendar: • Key dates – promos, USA key events around • • • • • • • • thanksgiving. Email frequency. Gift shops create – when? International last shipping dates UK last cut-off date Affiliate activity and marketing PPC strategy Third party channels – Amazon/ebay etc. exclusives Mailings if you do them Volumes – DC/CS – manning + STOCK
    81. 81. Execute • Get ahead – email creative • Site creative – step changes to full Xmas • On brand – with store activity • Content changes – opening hours, shipping dates, returns amnesty etc • Ensure other depts are ready – staff, packaging, opening hours over bank holidays, warehouse opening to deal with demand. • Returns processing – fast! • Get Sale in!
    82. 82. Agile • Remain agile and review plans constantly. • Change as required • Take advantage of sensible last minute deals – they • • • • always appear. Keep some budget back for these. Design/content may need to change – be flexible Back winners – cut short losers Follow store changes
    83. 83. K (c)onsider • In New year – Consider what worked and importantly • • • • • • didn’t Do it whilst fresh Learn for next year Analytics – peaks, trends, actual vs forecast and costs Promos/exclusives – review benefit Timings – did you get it right? Review other department performance too warehouse/CS. Did they cope?
    84. 84. Myles Dawson, Adyen
    85. 85. Payments made easy Adyen | payments made easy
    86. 86. ABOUT ADYEN  Founded in 2006 by the team that originally built Bibit  Global but local  150+ global employees Adyen | payments made easy
    87. 87. ONE END-TO-END SOLUTION Adyen | payments made easy
    88. 88. Simplifying the process Traditional value chain: Gateway Risk platform Merchant Processing Scheme Issuer Scheme Issuer Acquirer Adyen: Gateway Risk platform Processing Merchant Adyen | payments made easy
    89. 89. PAYMENTS MADE EASY FOR ... Adyen | payments made easy
    90. 90. Check capacity Adyen | payments made easy
    91. 91. Discuss campaign timelines Adyen | payments made easy
    92. 92. Don’t forget internal IT Adyen | payments made easy
    93. 93. Motivation at checkout Adyen | payments made easy
    94. 94. Queue busting Adyen | payments made easy
    95. 95. Adyen | payments made easy
    96. 96. Mobile checkouts
    97. 97. Infinite Aisle Adyen | payments made easy
    98. 98. The Fiverun Solution Platform For Associates: For Self Service: For Consumers: (Q1 ‘14) Mobile checkout Prompt product information  Suite of API’s and services Online+Offline in a single shopping cart Expands display and product capability  Checkin: Allows consumers to identify themselves instore for promotions / deals Wish-lists & gift registries Self-checkout from anywhere in the store (optional)  Self-Checkout: Enables consumer to checkout from their own mobile device Push product promotions and sales  Help: Enables consumers to review and ask for product help Deep product data and upselling recommendations Sales dashboard Source: Research Report by Accenture
    99. 99. Moss Pilot
    100. 100. eCommerce UK Making Christmas Count Martin Newman – CEO Practicology Tonight’s hashtag: #makingxmas Venue wifi code: Comm3rce

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