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2018 SITEC EC CLASS - Introduction to E-Commerce 103: Understanding O2O by Adrian Oh
The document introduces Adrian Oh's journey as an entrepreneur in the ecommerce space, detailing his ventures like Webshaper and Zetpy. It explains various types of ecommerce, emphasizing the online-to-offline (o2o) model and its significance for both brick-and-mortar and online retailers. Additionally, it discusses the future of retail as omnichannel, where the lines between online and offline shopping are increasingly blurred.
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2018 SITEC EC CLASS - Introduction to E-Commerce 103: Understanding O2O by Adrian Oh
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- 2. Hi, I’m AdrianOh * 1997 Jit Sin BM Boy * 2002 UTM Comp Sci * CNET Malaysia 1st Intern (also last) * Join OYLM sell air cond online (crazy) * Co-founder of webShaper, eCInsider (previously known as ecommercemilo) * Founder of Zetpy, MECA I see myself as a builder, I like building things & passion about Retail, eCommerce & Internet. Hi, I’m Adrian Oh
- 4. Hosted, SEO FriendlyeCommerce Platform empower you to Build your own branded store + Sell Multichannel
- 5. webShaper – TheBest of both worlds Empower You to Build Own Branded Store, Get Sales from Marketplaces, and Sell Offline too.
- 6. Zetpy - Syncto Malaysia Top 4 Marketplaces
- 10. 1)Type of eCommerce 2)O2O 3)UniversalFormula for eCommerce 4)The Future Table of Contents
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- 13. 6. New retail ONLINEOFFLINE LOGISTIC C2B NEW RETAIL
- 14. Wal-Mart Stores Inc-> Walmart Inc (effective February 2018) Walmart CEO Doug McMillon said in a statement that he felt the name change was needed to be “consistent with the idea that you can shop us however you like as a customer.”
- 15. Marc Lore (CEO,Walmart eCommerce) views retail as increasingly channel agnostic and Walmart, with its many points of distribution, is experimenting with a variety of methods to get product to the customer.
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- 18. O2O Consumers purchase theproducts or services online (web or app), get the products or redeem the services offline. 消費者在网上 (web or app) 购买产品或服务 ，在线下下取得产品或服务。
- 19. • Transport (Uber,Grab, ZeptoExpress, The Lorry) • Services (Maideasy, ServiceHero,Kaodim) • Booking / Ticketing (TGV, AirAsia) • Daily Deals (Fave) • Retail (Watson) – Online to Offline – Offline to Online Type of O2O
- 20. O2O Buy Online, RedeemServices Offline -They come to you - Grab / Uber - Zepto Express / The Lorry / Foodpanda - Services (maid cleaning, service air conditioners) -You go to them (the physical points) - Tinting services, Nail Polishing, TGV, AirAsia
- 21. O2O Buy Online, GetProducts Offline -Instore pickup -Pickup at lockers, or 3rd party pickup points
- 22. O2O for RetailWorlds – goes both way
- 23. Ecommerce Share ofTotal Retail Sales (USA)
- 24. Ecommerce Share ofTotal Retail Sales (China)
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- 26. Ecommerce Share ofTotal Retail Sales for Malaysia?
- 27. Why Brick &Mortar Shops Should Go Online?
- 28. • One eCommerce storeserve all • No geography boundaries • Nationwide-reach, then worldwide-reach #1 Easy Expansion
- 29. • You ownthe TRUST • Much easier to convert existing offline customers - convenient • O2O – Online-to-offline, Offline-to-online #2 It complements you
- 30. • 5 -20% of a new physical store investment #3 Lower cost to sell more
- 31. • Fire-sale forold / non-moving stocks #4 Clear Stock
- 32. • No floorspace limit • Unlimited SKUs (literally) • Virtual 2nd store concept • Allow you to take pre-order, back order. #5 Your most complete product catalogues
- 33. #6 Cross Selling& Up Selling
- 34. #7 Get yourproducts discovered online
- 35. #8 In-store pickup •Reduce Delivery cost • Drive peoples to the stores
- 36. • Customer Base •Trust, Traffic, Stock • Customers can • In-store pickup for online purchase (when you sell online) The advantages of Brick & Mortar
- 37. Why Online StoresSholud Expand Offline?
- 38. Warby ParkerWarby Parker –Ship 5 pairs of frame- try @home 4free. – USD $3000 per square foot – 85% store shoppers will visit the website later (increase CLTV) – Mode of selling matters? Desktop Commerce, Social commerce, mobile commerce -> VR commerce? Does not mean they are following in the footsteps of traditional retailers; the retail space is being reimagined as something very different, such as a gallery, museum, clubhouse or events space. Why online might expand offline?
- 50. • No line,no checkout, no register (means no cashier) • “Just Walk Out” Technology • Sensor sense what you take (add to your cart) or put back Millions of cashier losing job?
- 56. • Stock availabilityin real time? • Member & Loyalty system in Sync? –Points –Vouchers • Integration of POS + Online Storefront + ERP (WMS, Accounting) + App • Seamless shopping experience? • Offline to Online (culture and organization structure challenge, internal conflict etc) Challenges for O2O for Retail - System
- 57. webShaper iPad POS -The #1 POS in SEA which Sync online and offline inventory - Seamless integrated with Airpos by GHL
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- 59. ConclusionOmni-channel retailing would beO2O’s future. Customers may order anywhere through any mean (online, mobile, offline, social, etc.) and the products will be delivered via any channel at anytime.
- 60. O2O future What iscertain 1) The line of online and offline is blurring. Separating online or offline sales will be meaningless for retailers (as long as they are the same customers) 2) Omni-channel retailing would be O2O’s future. Customers may order anywhere through any mean (online, mobile, offline, social, VR etc.) and the products will be delivered via any channel at anytime.
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- 62. Online Sales ($$$) Unique Visitors (UV) Conversion Rates (CVR) AvgOrder Volume (AOV) = X X 2.5x 1.2x 1.0x3x 3 times sales! Universal Formula for eCommerce
- 63. Metrics Month 1Month 2 Month 3 … Product # 100 120 144 Unique Visitors 5,000 6,000 7,200 CVR (%) 0.50 0.50 0.50 Order # 25 30 36 AOV (RM) 200 200 200 Total Sales (RM) 5,000 6,000 7,200 Total Margin (RM) 1,000 1,200 1,440 … What is your target MoM, YoY growth? +20% MoM +20% MoM +20% MoM Start a biz plan with numbers, grow traffic and sales
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- 65. The Future • DigitalFree Trade Zone • eWallet • Conversational eCommerce (Google Home + Walmart vs Alexa) • O2O – Omnichannel – Seamless by Senheng – O2O by Watson
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- 71. Google Express +Google Home + Walmart’s Easy Reorder
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- 73. Jet.com innovation forWalmart • Saving $$$ – Jet.com's "smart-cart" feature, which grants shoppers cheaper prices if they • pack more items together in one box • use a debit card when paying for purchases or opt out of returns. • Two-day free shipping on Walmart.com without requiring a membership (vs Amazon Prime) • A new program offering discounts to customers for picking up certain items in store • New delivery options like associate delivery that save customers time and money.
- 74. Walmart’s Associate Delivery 4,600stores (int - 6,369, sams 662) around the U.S. that are within 10 miles of 90% of the population Associate Delivery (store associates on their way home delivering products to customers) Leveraging associates to deliver packages enables consumers to get packages faster and cheaper, while empowering associates to earn more money.
- 77. “F” our pagenow! Facebook.com/webShaper Facebook.com/ecInsider Facebook.com/Zetpy
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