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Ecommerce UK Making Christmas Count event
The document outlines the key preparations and strategies for eCommerce retailers in the UK to effectively capitalize on the Christmas shopping season, emphasizing the importance of detailed planning, customer experience optimization, and agile execution. It includes insights from various industry leaders on best practices for marketing, website optimization, logistics, and customer service, highlighting the necessity of adaptive responses to market conditions. Additionally, it suggests maintaining a robust online presence and offers specific tips for maximizing sales during peak trading periods.
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Ecommerce UK Making Christmas Count event
- 1. eCommerce UK Making ChristmasCount Martin Newman – CEO Practicology Tonight’s hashtag: #makingxmas Venue wifi code: Comm3rce
- 2. Thank You’s • Theattendees, 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. Thank You’s • • • • • Thanks toJoanna 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. Agenda • Introduction: MartinNewman, 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
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- 7. What makes usspecial?
- 8. Deep experience ofthe team: We’ve all been at the coal face!
- 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. Who we doit for
- 11. Some thoughts fromme about peak…
- 12. For some categoriesonline sales were the only reason year-on-year sales rose over the summer months. Online sales will drive peak trading too
- 13. 112 million UKweb 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. Web penetration Web shopper1996 Web shopper today
- 15. Older customers buyonline at Christmas
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- 17. Acquisition Marketing • CheckSEO and PPC landing pages for out of stocks, price changes, offers etc – particularly if you are running last-minute promotions
- 18. Findability • Visitors willbe 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. Buyability • When’s yourcut-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. Site Performance • Regularchecks 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
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- 22. Don’t forget…a customer’snot just for Christmas!
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- 24. Retention Marketing • Triggeremail 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. Customer Service • Alreadyramped 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. Supply Chain • Ifyou 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. January Sale (inDecember) • 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. Analysis • Even ifit’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
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- 31. Responsive design & ecommerce Whatit means for experience, cost & sales. by Mo Syed Head of UX @uxmo mo@amplience.com
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- 41. Full fat onevery channel
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- 44. Breakpoint s 768 px 768-1279px 1441+ px
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- 55. Show products incontext
- 56. Use Zoom &Spin
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- 59. Bench +100% onmobile 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
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- 63. Cross Channel IntegrationFor A Seamless Customer Experience Twelve Tips for Christmas Readiness Nadine Sharara, Head of Ecommerce
- 64. Twelve Tips forChristmas 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.
- 65. 1. Have aPlan “To fail to plan is to plan to fail” Know your targets Set a content plan Track and measure
- 66. 2. Know YourProduct • What are the hero items? • High ticket, high margin, high volume • Stock levels and allocations
- 67. 3. Involve thePeople • Overtime schedules – call centre, fulfilment • Team motivation
- 68. 4. Tick offthe 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
- 69. 5. Plan yourPromotions • 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
- 70. 6. Optimise theWebsite • Gifting navigation • Optimised landing pages from search or email • Clear promises to customers: delivery options, delivery dates, returns policies, store notices, customer service contacts
- 71. 7. Make GiftingEasy • Complementary gift wrap • Gift category navigation • Gift vouchers
- 72. 8. Provide Content •Relevant • Rich, imagery, video, SEO optimised • Device ready • Social
- 73. 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
- 74. 10. Get readyfor SALE • • • • • Targets Stock package Launch timing Communication plan Preview for loyal customers?
- 75. 11. Don’t forgetPerformance Notify platform support to manage peak traffic
- 76. 12. Don’t Forgetto Celebrate Christmas should be fun Happy team = better productivity
- 77. Thank You andMerry Christmas Q&A @nadinesharara nadines@thomaspink.com
- 78. The Coolest ThingsYou Can Buy Optimising Peak
- 79. The Coolest ThingsYou Can Buy Kristian Bromley Managing Director Kerry Okikiade Commercial Director We source exclusive, on trend, shareable, cool, hard to find products.
- 80. The Coolest ThingsYou Can Buy
- 81. The Coolest ThingsYou 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
- 82. The Coolest ThingsYou 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.
- 83. The Coolest ThingsYou 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...
- 84. The Coolest ThingsYou 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.
- 85. The Coolest ThingsYou Can Buy Outside your control.... • Inclement weather • Carrier capacity • The ‘Economy’ • Supply Issues • Competitor discounting Spread the risk where possible, consider the ‘what ifs’.
- 114. MAKE CHRISTMAS COUNT Neil Sansom EcommerceDirector Moss Bros Group PLC
- 115. Moss Bros GroupPLC • 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
- 116. Background • 17 monthsat 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!
- 117. PEAK – simplereally • P – Plan • E – Execute • A – Agile • K – Consider (couldn’t think of a K!)
- 118. 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
- 119. 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!
- 120. Agile • Remain agileand 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
- 121. K (c)onsider • InNew 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?
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- 123. Payments made easy Adyen| payments made easy
- 124. ABOUT ADYEN Founded in2006 by the team that originally built Bibit Global but local 150+ global employees Adyen | payments made easy
- 125. ONE END-TO-END SOLUTION Adyen| payments made easy
- 126. Simplifying the process Traditionalvalue chain: Gateway Risk platform Merchant Processing Scheme Issuer Scheme Issuer Acquirer Adyen: Gateway Risk platform Processing Merchant Adyen | payments made easy
- 127. PAYMENTS MADE EASYFOR ... Adyen | payments made easy
- 128. Check capacity Adyen |payments made easy
- 129. Discuss campaign timelines Adyen| payments made easy
- 130. Don’t forget internalIT Adyen | payments made easy
- 131. Motivation at checkout Adyen| payments made easy
- 132. Queue busting Adyen |payments made easy
- 133. Adyen | paymentsmade easy
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- 135. Infinite Aisle Adyen |payments made easy
- 136. The Fiverun SolutionPlatform 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
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- 138. eCommerce UK Making ChristmasCount Martin Newman – CEO Practicology Tonight’s hashtag: #makingxmas Venue wifi code: Comm3rce
Editor's Notes
- #20 Lincoln 2011 –queues of an hour to collect carded packages from Royal Mail depot.
- #26 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”
- #83 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
- #84 Howw e try to maximise every opportunity at xmas,Everyone must be on pointAll hours
- #86 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.