The document presents a comprehensive overview of e-commerce, detailing various models such as e-classifieds, online shopping, auctions, and flash sales. It explores consumer behavior, the stages of the e-commerce value chain, promotional strategies, and the importance of website design and customer loyalty. Additionally, it highlights challenges and barriers to online purchasing, emphasizing the need for trustworthy and competitive practices to enhance the customer experience.

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

4. E-Classified
4
F F
F
ˈ
ก
F
F
F
:
F
F F
:
F
ก
F

5. E-Classified
5

6. E-Catalog
6
F
F
F
F
:
F
FF ก
:
ก ก
ก F F ก

7. E-Catalog

8. Online Shopping
ˈ
F
F
digital
F
F
ก
F
F
ก
F

9. Online Shopping
“BUY”

10. Online Shopping
10
“ Check
Out and
Pay ”

11. Online Shopping
11

12. e-Market Place
12
Online Shopping Plaza
F
ʽ Platform F ʽ F
F
F
F
F F
ʽ F
: ʽ F
:
F
customize F
F
F
F
F
ก
F

13. e-Market Place
13

14. Online Auction
14
F ก
ก
ก
F
F
F F
F
F
:
+
:
ก F
F
F
F
F
F

15. Online Auction
15
Kiddingme.com

16. Daily Deal(Horizontal Deal)
F
ก
ก
F ก
ก
กก F
ก

17. Daily Deal
17
Ensogo.com

18. Daily Deal
18
yesijoin.com

19. Daily Deal 19

20. Flash Sales
Time-Limited Branded
Goods/Service (
ก )
F
F
F ก
ก F F
FFF
F F
F Fก ก
F Fก ก
ก
ก
ˈ

21. Flash Sales Sites

22. Flash Sales

23. Flash Sales
23

24. Flash Sales
24

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

26. Flash Sales
26

27. Subscription
F
ก ˈ
F F F F
F
F
ʾ

28. Subscription

29. Subscription

30. Subscription
30
www.shoedazzle.com

31. Subscription
31

32. Subscription
32

33. Subscription

34. Subcription
34

35. Subcription
35

36. Subcription
36

37. Subcription
37

38. Subcription
38

39. Subcription
39

40. Subcription
40

41. Subcription
41

42. Subcription
42

43. Subcription
43

44. Subcription
44

45. Subscription
45

46. Social Bookmarking
F User F
Shop
F :
F ก ก
ก
F F Collection
Consumer Behavior & Interests
F

47. Social Bookmarking

48. Collaborative eCommerce
F ก F
Sharing Items)
ˈ
กF
ก (membership-based

49. Collaborative eCOmmerce

50. Next Generation Marketplace
ˈ
ก
F ก
F Social
Networking
F
F

51. Next Generation Market

52. Next Generation Market

53. Mobile Commerce
F
ก
F
Mobil Catalog
Mobile Shopping
etc
Mobile F Smart Phone ,Tablet

54. Mobile Commerce

55. Mobile Catalog
55
F
F
F
F
:
F
ʽ F
F
:
ก ก
ก F F ก

56. Mobile Catalog
56

57. Mobile Catalog
57

58. Mobile Shopping
58

59. E-Commerce Models

60. OneKingsLane.com

61. Groupon

62. Ideeli.com

63. Shoedazzle

64. Lelepets.com

65. Lelepets.com

66. Dealwagger.com

67. Dealwagger

68. Model Selection

69. INCREASE ROI IN E-COMMERCE

70. Consumer Decision process

71. E-Commerce Value Chain

72. Zero Moment of Truth(on phone)
“ก
ก
F
F F
Fก
F
F ก F ก
F F
F
ก F
”

73. Stimulus

74. ZMOT

75. FMOT

76. POST PURCHASE

77. Video : ZMOT trailer
http://www.youtube.com/watch?v=UmM9qfzfzhw

78. Video : ZMOT trailer
78

79. ZMOT Explanation
http://www.youtube.com/watch?v=g40rrWBx2ok

80. ZMOT in automotive
http://www.youtube.com/watch?v=IIFBwIAdpu4

81. ZMOT in automotive
http://www.youtube.com/watch?v=IIFBwIAdpu4

82. Heat Study

83. More about ZMOT
http://www.zeromomentoftruth.com/assets/files/Z
MOT_Handbook.pdf
http://www.zeromomentoftruth.com/

84. Major Process of Business
-
Pre-Sale
Selling
Post-Selling

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

87. Pre-Sales
Fullfillment
> COD by company messenger
> COD by delivery Agent/Companies
> Pay and Pick
> Post Office

88. Pre-Sales
Before and After Sell Service Policy
> F
F
F
1
> Return Policy
>
ก F
Prospects
....
>

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

90. Example – Step 1

91. Example – Step 2

92. Example – Step 3

93. Example – Step 4

94. Example – Step 5

95. Website Design
http://ecommercegallery.com/

96. Website Design

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%

100. ก F

101. Daily Email

102. Bento

103. Lnwshop
103

104. Amazon Associate

105. Open Source
Magento (www.magentocommmerce.com )
Joomla Commerce (
http://extensions.joomla.org/extensions/e-commerce )
oSCommerce
Virtuemart (Extension
Joomla http://extensions.joomla.org/extensions/ecommerce/shopping-cart/129 )
Shoptify

106. Magento – Paul Smith

107. Joomla Commerce

108. Shoptify

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

112. ก F

113. ก F

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
)

121. “
ก e-Commerce
“
F
F ‘e’
F F F ‘Commerce
’”
ˈ F กF F
F ก F
F ก”

122. ENDS – DAY 2
By Somkiat Lilitprapun(Kroo BOY)
F
Consult
in-house training
Email boysomkiat@hotmail.com
Line : maximumboy