Are you embarking on a new ecommerce initiative? Do you know where to start? Here is a list of pre-kick-off questions you want to be able to find the answers for BEFORE you get started.

1. Ecommerce Discovery
Questionnaire
Critical requirements Prerequisites for ecommerce scoping

2. 2
CustomerExpectations
• The importance
of mobility
• Options for
multi-channel
• Building a
multi-channel
customer
experience
DiscoveryQuestions
• Implementation
• E-Marketing
• Design
• Functionality
• Merchandising
• Technology
• Operations
INDEX

3. 74%
81%
85%
61%
61%
Postitive post-purchase experience important
for recommending retailer
Brand experience consistent regardless of
channel
Seamless experience across all channels
Likely to take advantage of in-store pickup of an
online order
Negative Web or Mobile experience affect
opinion of retailer
Consumer Expectations
Source: NRF 2014 – Smarter Commerce Name-Dropper Statistics

4. Questions Answers
Budget
1. What is the budgetary structure the project needs to live
within?
2. What are the financial goals the ecommerce operation is
expected to meet?
3. What are the budgetary constraints and restrictions the
ecommerce operation is required to live within?
Timeline
1. What are the known time constraints to the project?
2. When is launch expected? What are the potential likely
causes of delay?
3. What is the timeline for having merchandise available?
Changes and Enhancements
1. What is the defined scope committed with the client for
launch?
2. Who approves/negotiates additional expenditures for
enhancements?
ECOM DISCOVERY QUESTIONS – IMPLEMENTATION

5. Questions Answers
What is the marketing plan?
1. What is the marketing plan pre-launch?
2. What is the marketing plan post-launch?
3. Who will be responsible for the marketing calendar?
4. Who is the final authority in marketing decisions?
5. What is the plan to tie-in offline and e-marketing?
Is there a contact strategy and a plan for data mining?
1. Full Name
2. Mailing Address (city, state)
3. Phone
4. Email
5. DOB
6. Visit history
7. Other building activity - restaurant, merch purchase
etc..
8. Airline / Hotel - other hotel & concierge partnership
opportunities
ECOM DISCOVERY QUESTIONS - EMARKETING

6. Questions Answers
Paid marketing programs:
1. What is the plan for PPC?
2. What is the plan for advertising?
3. What is the plan for affiliate marketing?
4. What is the plan for email marketing?
Is there an online advertising budget to support:
1. Facebook Ads
2. Twitter Ads
3. PPC
4. Retargeting
5. Mobile - click to call, click to buy
6. Other affiliate & acquisition opportunities
ECOM DISCOVERY QUESTIONS - EMARKETING

7. Questions Answers
What is the current state of the website design?
1. Does the agency doing the design have ecommerce
experience?
2. What is the integration of ecommerce and content on
the site?
3. Who is currently expected to do the development of the
non-commerce website?
Mobile support for site?
1. Is the site being designed with native mobile layout?
2. If so, is the design using responsive design?
3. Does the design agency have experience with responsive
design?
ECOM DISCOVERY QUESTIONS - DESIGN

8. Questions Answers
Will there be a security screening process to purchase
tickets?
Will there be different packages available to select from?
Will there be memberships & special events?
Will there be a limited inventory available due to capacity?
Will tickets/reservations be available through other outlets?
1. If so will the transaction complete on this site or is
there a shared inventory?
2. If there is a shared inventory how will it be maintained?
Will there be a virtual tour?
Will there be souvenir photos and photo merchandise
available post visit?
Will there be a ‘my account’ feature?
ECOM DISCOVERY QUESTIONS - FUNCTIONALITY

9. Questions Answers
Can tickets/reservations be made/given as gifts?
• If yes- what are the security restrictions?
What are the social components?
1. What social properties will be set up and claimed?
2. Will there be rewards for visitors engaging?
Will there be a hashtag strategy tied into marketing
campaigns?
How will prominent will the education portion of the site
be?
• Will there be special content and interaction for teachers
& children?
Is there a non-profit component to the site, and how will
that handled? Portion of sales? Discounts?
What content will be available?
• Videos, photos, stories, press releases…?
ECOM DISCOVERY QUESTIONS - FUNCTIONALITY

10. Questions Answers
Planning your visit guidelines?
Will there be partnerships with other monuments?
Restrictions?
Parking & transportation?
Special events
Press?
App for tour info?
ECOM DISCOVERY QUESTIONS - FUNCTIONALITY

11. Questions Answers
How many products will be for sale?
1. What types?
2. What is the seasonality of merchandise?
Photography
1. Who will be responsible for photographing merchandise?
2. Will apparel merchandise be photographed flat or on
models?
3. What about product videos?
Translations
1. What languages should the site support?
2. Who will be responsible for translating product content?
3. Who will be responsible for translating non-product
content?
Promotions
1. What are the promotions and/or discounts the site should
support?
2. What tie-in campaign capability to offline marketing
efforts is currently planned?
ECOM DISCOVERY QUESTIONS - MERCHANDISING

12. Questions Answers
What third-party Integrations are expected to support
website functionality?
Email marketing solution?
• Is there a preferred provider?
Credit card gateway and processor preference?
Is there a Customer Relationship Management system to
integrate data into?
Live chat functionality?
• Is there a preferred provider?
Are there loyalty or gift card program plans?
• Is there a provider planned?
Ratings & Reviews?
Zoom and enhanced imaging?
• Product video?
ECOM DISCOVERY QUESTIONS - TECHNOLOGY

13. Questions Answers
Back-office
1. What is the back-end financial management system?
2. Is there an existing system of record identified for
product information? (ERP?)
Customer Service
1. What is the plan for a call center?
2. How big/how many agents?
3. Is there an Order Management system defined?
Logistics
1. Where will ecommerce merchandise be shipped from?
2. Who will be responsible for warehouse management?
3. What is the system used in the warehouse to manage
distribution and logistics?
4. Is merchandise purchased from the store returnable or
exchangeable online?
ECOM DISCOVERY QUESTIONS – TECH & OPS

14. The Process
Plan Implement
Design
MerchandiseTechnology
Business
Marketing
Stakeholders
Technology
Develop
Define
1. Review answers
2. Enlist other
stakeholders
3. Clarify objectives
1. Identify milestones
2. Contract all required
participants
3. Finalize scope
1. Design
2. Development
3. Testing
4. Launch

15. Do something worth talking about
Alora Chistiakoff
Managing Partner
alora@experiencefirm.com
ExperienceFirm.com
@alora