III Kongres eHandlu: Yash Abhishek Chaurasia (Unbounce.com), "Delightful Customer Experiences"

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Internet

Alright, So We Know
Personalization
MATTERS

56% of consumers are more
likely to shop with retailers who
offer personalization
--Business2Community

74% get frustrated by seeing
content that doesn’t match their
interests
--Business2Community

20% average increase in sales for
marketers who use personalized
web experiences
--Monetate

What Can We Do As
Data-driven
Marketing Scientists?

We Can Create
Delightful
Customer
Experiences

Marketing Automation Manager, Unbounce
About Me
Founder, Green & Square
4 Years of building lean marketing ops with
Marketing Automation
I love motorcycles. A lot!
I love finding trends & opportunities from
data even more!

So, What is this “Customer Delight”
And How To Deliver It?

Delight Is That Unmatched Feeling Of Joy,
Satisfaction & Thrill. No Matter How Small.

Or, In Marketing-lingo….
“Knowing who you’re talking to across your
marketing & CS channels, and then giving that
person something they truly want”

When You Delight Customers, It’s The
Starting Of Your Tribe. You Build Loyalty &
Create Evangelists.

Gather
Customer
Insights
Build Your
Data-hub
Guide The
(Buyer)
Journey
It’s Based On Three Pillars

Gather Customer
Insights
Personas
+
Products
Conversion
Points
Lifecycle
Stages

• Which customer is most profitable? (highest LTV)
• Which is easiest to attract and retain? (lowest LTC)
• Which is converting most on your site?
• What is their path to conversion?
Ask Yourself
Add product, psychographic and geographic verticals. Look for
patterns and trends. Account for Cost of Acquisition.

Build Your
Data-hub
Marketing
Software
Streamlined
Analytics
Uniform
Definitions

• Build a data-bus. Use ALL the apis!
• Establish events & facts. Clean-up yo’ analytics!
• Create a company-wide marketing & data dictionary. It’ll come
handy!
• Connect that legacy POS-system, if need to
• Think of the future. Beacons, smart cars, connected homes,
wearables..
Build a central source of customer data

Guide the
(Buyer) Journey
Website Online
channels
In-person
experience

• Decrease time to first positive click
• Create content & add products - specific to conversion points
• Conversion path – model it!
• Personalize your CTAs & landing pages – channel, persona,
device, source & use-cases
• Remarketing – but with care
• Smart email nurturing
Now, Build That Cohesive Experience

eCommerce turf is not a monopoly anymore for Amazon and other big players. Many small business and individuals have created their own niche´ in this space. However, most important aspect of marketing is to bring right customers also. Wrong customers can adversely affect your reputation, reviews and bring down team morale. So digital marketeers these days are focusing not only on quantity of lead generation, but also measures the quality of the lead provided. This presentation was made as keynote for workshop by Confederation of Indian Industries (CII). Send your feedback, queries and questions to nithin [at] qplaytech.com

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Mobile coraz mocniej zacieśnia więzy z e-commerce - coraz więcej ruchu (70%) oraz sprzedaży (50%) pochodzi ze smartfonów. W kolejnych latach sklepy muszą myśleć już o oczekiwaniach klientów oraz technologiach. Porozmawiamy o tym, jakich wyszukiwarek, płatności (i poziomu bezpieczeństwa), procesu zakupowego i dostawie marzą mobilni klienci. Zbadamy również potencjał PWA, czyli kolejnego megatrendu, o którym dopiero zrobi się głośno (na czym polega, jak wdrożyć, jakie są z tego korzyści).

XVII Targi eHandlu - AMW - Maciej Macios - Copywriting jako pas startowy do p...

ecommerce poland expo

W czasach kultury nadmiaru uwaga odbiorców to towar, który w sieci chcą zdobyć wszyscy. Jak to zrobić? Zamiast myśleć, że „jakoś”, trzeba postawić na jakość. Jakość treści. Nie tylko wizualnych, ale też pisanych. Odpowiednia komunikacja oraz spójny copywriting sprzedażowy to pas startowy do tego, żeby informacje o Tobie i Twoim produkcie zaczęły latać po internetach, a Ty - żebyś stał się zalatany od realizowania kolejnych zamówień.

XVII Targi eHandlu - Setup.pl - Paweł Lach - CO ZNACZY BE OMNI ? Everestu cd....

ecommerce poland expo

XVII Targi eHandlu - Crehler - Piotr Kiljański, Mateusz Flasiński - Shopware ...

ecommerce poland expo

Shopware to modułowy system do budowy sklepów internetowych stworzony przez programistów z Niemiec. Obecnie Shopware jest wiodącą platformą u naszych zachodnich sąsiadów. Od kilku miesięcy prowadzony jest największy polski projekt na platformie Shopware, a mianowicie sklep Strefa Tenisa – lider w swojej kategorii. W naszej prezentacji pokażemy jak możemy rozwijać polski sklep internetowy na platformie Shopware.

XVII Targi eHandlu - Thulium - Marek Bartnikowski - Obsługa klientów w oparci...

ecommerce poland expo

XVII Targi eHandlu - Sare - Judyta Mojżesz-Zimonczyk - 11,5 błędu jakie na pe...

ecommerce poland expo

Nie ma ludzi nieomylnych! Ta zasada dotyczy wszystkich, w tym managerów i założycieli sklepów e-commerce. Wielu błędów, które zarówno mniejsze jak i większe e-commerce popełniają na różnych etapach funkcjonowania sklepu, można uniknąć. Do tego potrzebna jest jednak świadomość, że nawet jeśli błędy są niedostrzegalne tu i teraz gołym okiem, to jeśli w porę nie zostanie wprowadzona profilaktyka przeciwdziałania, kiedyś boleśnie się uwidocznią. Naszą prezentacją chcemy zwrócić uwagę, na najczęstsze błędy, które niejednokrotnie hamują rozwój e-commerce, lub wręcz uniemożliwiają jego skuteczne, bieżące funkcjonowanie. Temat potraktowany został kompleksowo i ukazuje wrażliwe punkty e-sklepów, zarówno w zakresie wdrożenia sklepu, wyboru odpowiedniej platformy, jak i strategii komunikacji, marketingu a także automatyzacji działań, bez której nowoczesny e-commerce nie może dziś funkcjonować.

XVII Targi eHandlu - Przelewy24 - Katarzyna Sikorska - Jak digitalizacja usłu...

ecommerce poland expo

W 2009 roku najpopularniejszą formą zapłaty za prąd w Polsce była gotówka na poczcie (40%), a przelewy na konto bankowe obsługiwało jedynie 19,8% płacących za taki typ usług. Trzy lata wcześniej, w 2006 r., aż 82% Polaków płaciło za energię gotówką. Dziś obraz polskich płatności wygląda zupełnie inaczej. Zapraszamy do podróży w czasie - przypomnimy jak rynek płatności wyglądał kiedyś, zobaczymy jak wygląda teraz i spojrzymy w niedaleką przyszłość, aby przygotować się na to, co przyniesie jutro.

XVII Targi eHandlu - Aiton Caldwell - Jaroslaw Luczkiewicz - Prosty sposób na...

ecommerce poland expo

Telefon to nadal skuteczne narzędzie sprzedaży lub jej wsparcia: jego brak lub słaba ekspozycja oznacza, że firma odcina się od dużego segmentu klientów, którzy oczekują takiej formy kontaktu. Nawet niewielka firma może tanio i skutecznie zwiększyć sprzedaż dzięki rozwojowi obsługi telefonicznej wspartej technologią Call Tracking - tzw. “Google Analytics dla telefonu” - w harmonii z pozostałymi narzędziami wsparcia e-commerce i komunikacji z klientami

XVII Targi eHandlu - Arlity - Bartosz Kotlarski - Pozwól klientowi wypróbować...

ecommerce poland expo

Zwiększ sprzedaż, przyspiesz decyzje zakupowe klientów i zmniejsz ilość zwrotów. Wykorzystaj technologię Rozszerzonej Rzeczywistości w e-commerce. Twarde dane i skuteczne narzędzia! Merytoryczna wartość prezentacji gwarantowana - na MARKETING MIX Bartosz Kotlarski występował wśród takich prelegentów, jak Paweł Tkaczyk i Karol Froń. Uczestników tego wydarzenia zaskoczył wprowadzając na salę Spidermana - oczywiście w Rozszerzonej Rzeczywistości. Sprawdź, co pojawi się podczas Targów E-handlu!

XVII Targi eHandlu - Brand Active - Zofia Komada - Shopify - rozwijaj swój eC...

ecommerce poland expo

Zastanawiasz się w jaki sposób rozwijać sprzedaż nie tylko w Polsce, ale także poza granicami? Nie chcesz opierać biznesu wyłącznie na marketplace’ach? Ta prelekcja jest dla Ciebie! Zofia Komada z agencji eCommerce Brand Active omówi najważniejsze kwestie związane z Shopify. Co stoi za sukcesem platformy, która zasila ponad 800000 sklepów online? Kiedy warto w nią inwestować (a kiedy lepiej nie) i jak wygląda skalowanie biznesu z jej pomocą? Poznaj praktyczne i inspirujące case studies!

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