5. Setting the Scene:
Where have we come from?
Background
• Oxfam shops have been selling online for
around 10 years
• Abe Books and eBay
• Oxfam’s Online Shop (OOS)
• Amazon Marketplace
• Play, Alibris
Page 5
6. Which channels?
• 165 shops live and selling on OOS
• 38 shops sell on Abe Books (18 unique to
Abe)
• 78 shops sell on eBay (46 unique to eBay)
• 3 shops sell on Play
• 4 shops sell on Alibris
• 50 shops sell on Amazon (28 unique to
Amazon)
Page 6
8. What is the e-retail market doing?
• Verdict forecasts that by
2013, online shopping
population will reach 34.8M
(66.2% of the total adult
population).
• And online share of spend will
remain buoyant, rising to 10%
of all retail spend by 2013
• Clothing and footwear has
overtaken music and video to
be the most frequently
shopped for category online
Page 8
9. E-commerce forecast
Proportion who have bought various goods or services online in the past 12 months
(2010-based nVision projection)
Clothes & sports goods
2016
Household goods
2010
Travel and holiday accommodation 2006
Books/magazines/e-learning material
Films/music
Computer software
Tickets for events
Electronic equipment
Food/groceries
Computer hardware
0% 20% 40% 60% 80% 100%
Source: Eurostat Survey on ICT Usage/nVision
Base: UK
Page 9
24679:
10. E-commerce forecast
Proportion who have bought various goods or services online in the past 12 months
(2010-based nVision projection)
Clothes & sports goods
2016
Household goods
2010
Travel and holiday accommodation 2006
Books/magazines/e-learning material
Films/music
Computer software
Tickets for events
Electronic equipment
Food/groceries
Computer hardware
0% 20% 40% 60% 80% 100%
Source: Eurostat Survey on ICT Usage/nVision
Base: UK
Page 10
24679:
11. Home internet access forecast – UK & Ireland
% of households having access to the internet at home
nVision forecast, 2010-based projection
100% UK actual UK
Ireland actual Ireland
EU25 average
80%
60%
40%
20%
0%
2006
2008
2009
2010
2011
2013
2016
2000
2001
2002
2003
2004
2005
2007
2012
2014
2015
Source: Eurostat Survey on ICT Usage/nVision
Base: UK and Ireland
Page 11
26900:
12. Internet usage forecast – UK & Ireland
% of individuals who access the internet, on average, at least once a week
nVision forecast, 2010-based projection
100% UK actual UK
90% Ireland actual Ireland
EU 27 actual EU 25
80%
70%
60%
50%
40%
30%
20%
10%
0%
2000
2001
2002
2003
2005
2006
2007
2008
2010
2011
2012
2013
2014
2016
2004
2009
2015
Source: Eurostat Survey on ICT Usage/nVision
Base: All individuals aged 16-74
Page 12
26901:
13. Internet sales as a percentage of total retail
sales
Values. Not seasonally adjusted.
9% Internet sales as a % of total retail sales (left hand axis) £550
Internet retail sales, £ millions (right hand axis) £500
8%
£450
7%
£400
6%
£350
5% £300
4% £250
£200
3%
£150
2%
£100
1% £50
0% £0
2007 Jun
2008 Jun
2009 Jun
2007 Aug
2008 Aug
2009 Aug
2007 Apr
2008 Apr
2009 Apr
2010 Apr
2007 Oct
2008 Oct
2009 Oct
2007 Feb
2008 Feb
2010 Feb
2006 Dec
2007 Dec
2008 Dec
2009 Dec
2009 Feb
Source: National Statistics/nVision
Base: UK
Page 13
22475: The Future of E-commerce
14. Why sell online?
• Increase your customer base
• Profile your shop
• Increase your sell through and ASP
• Be part of the future
Bricks + clicks = success
Page 14
16. Which channel?
• As we have seen, there are a number
of channels to choose from and these
are growing all the time
• But there are Pro’s and Con’s which
need investigating before deciding
Page 16
17. Channels available – pros and cons!
Channel
Reach Huge Very Big Small Small
Auction /
Both Fixed Fixed Fixed
Fixed price
Audience Broad & Niche Broad Warm Niche
Fees (listing /
Both Both No Both
commission)
Database
No No Yes No
building
Storage space Small Medium Small Medium
Brand building No No Yes No
Page 17
20. How do shops sell online?
• Same principles as High Street
• Shops select stock
• Stock listed and presented to maximise
features
• Stock priced optimally to offer value to
customer and Oxfam
• Sales effectively picked and packed on time
• Shops replenish inventory to maintain stock
levels
Page 20
21. What makes a good online shop?
• 3 key factors based around 4 P’s (People, Product,
Property & Pounds)
• People
• Successful Shop Manager who is able to recruit an
additional team of volunteers
• Product
• Sufficient, suitable quality stock
• Property
• Adequate space to accommodate equipment and
storage of stock
• When all 3 things are in place, you get the 4 th P = £’s
Page 21
22. Product Selection
• Focus on quality and condition
• Sort to identify high value / demand items
(ASP and Brand sell through)
• Prioritise listing accordingly
• List low ASP items only if you have sufficient
Volunteers
• Provide and use minimum price guide that
respects your volunteers time - research as
required
• Maximise listing through effective photography
and complete / punchy descriptions
Page 22
23. A picture is worth a thousand words
• Ensure a neutral background
• Minimum front and back shot
• Angle mannequin for a 3 dimensional view
• Take all shots from same distance to
ensure constant white balance
• Include shots of styling details as required
• For books and music, a scanner may be
used
Page 23
25. Back Room Systems
Organisation
• Letter, number system as standard
• Monthly system also possible
• Label each individual item:
• Location code
• Product code
Dispatching
• Must be sent next working day
• Packing materials
• Posting
Page 25
27. Online Terminology
ASP
RPL
gh
u
ro
Th
ll
Se
Conve
rsion
Li
ve
t
Draf
Page 27
28. Online Terminology
Revenue per Listing - Average Selling
Gross sales divided by Price – The total
RPL total number of listings sales divided by the
both live and sold. number of items
ASP
The amount of sold
items bought
gh
divided by the
u
ro
total visitors to The number or
Th
Conve
rsion the site value of items
ll
Se
sold divided by
total number or
value of items
Li listed
ve Listed items not
Listed items available for
available for aft sale
Dr
sale Page 28
32. What do shops sell on OOS?
•We’ve sold some fantastic items
•Vintage Christian Dior, Bijou stunning costume jewellery set 1959
•£865.00
£865
Page 32
33. What do shops sell on OOS?
•We’ve sold some fantastic items
•Back To The Egg by Wings, Paul McCartney. Original promo only picture
disc, vinyl 33 RPM,
•£800.00
£800
Page 33
34. What do shops sell on OOS?
•We’ve sold some fantastic items
•
The Velveteen Rabbit - Margery Williams - 1922 first with jacket
£1,250.00
£1,250
Page 34
35. What do shops sell on OOS?
•And some unusual items too..
•Duncan Maclennan Standard Boomerang
•£15.00
£15
Page 35
39. What roles are available?
• VIP Scout • Van driver
• Fashionista • Van buddy
• Photographer • Administrator
• Creator • Role leaders
• Picker & packer • What else do you
• Media officer need?
• Stock sourcer
Page 39
40. What Does That Mean?
VIP scouts
• Can you tell a D&G from a Dorothy Perkins? Ideal for those with an eye for quality and detail, this
role is challenged with selecting quality saleable items, stock control & inventory management.
Photographers
• An interest in photography and styling would make you a perfect candidate for an online
photographer. Dressing mannequins and taking good quality photographs of garments and
details.
Fashionistas
• A passion for fashion, retro or vintage clothing would make you the ideal person to optimise the
value of the donations for Oxfam through research into current trends and market prices.
Creators
• Do you have the skills in creative writing to describe products with the accuracy of detail and
passion for product that will excite buyers and lead to increased sales for Oxfam online?
Pickers and Packers
• SOLD! Items now need to be picked from the racking, packed up and posted. Are you organised
to ensure the efficient and smooth running of the production centre and careful updating of
dispatch systems?
Media officers
• If you’re a people person and have recruitment or media experience, we would love you to help
promote these opportunities to the local community and media and maintain a core base of
volunteers.
Page 40
42. Recruitment sources
• For general recruitment- • Specifically for online
• Posters in shop window selling-
• Posters in community buildings
(library/leisure centre/places of
worship etc.) • Gumtree
• Job Centre Plus
• Probation Service • Facebook
• Local Council Volunteer
Bureaux or Volunteering
Service
• Twitter
• Prison placement schemes
• V involved
• Reach • Local amateur
• Working with community
groups e.g. Rotary, Lions’ Club,
photography groups
Book Clubs, Music Groups,
Women’s Institute.
•
• Community IT courses
Duke of Edinburgh
• Asking current volunteer team Page 42
43. Case Study- Madeleine
• Wallingford Shop- Has whole upstairs dedicated
to online shop
• Promoted 2 volunteer ‘Open days’ To let people
come in and have a look around and talk about
opportunities with the online shop.
• Published open days in local magazine and on
chalk board outside the shop
• Result = 5 new online shop volunteers from one
open day!
Page 43
45. What’s So Great About your Shop?!
• Be competitive!
• Promote the aspects of your shop or team
which are really different/interesting
• Ask your current team what motivates them to
work in the shop
• Always keep these ideas in mind when talking
to prospective volunteers/designing materials
Page 45
Key message: Online is already important and likely to become more so.
In general it’s a pretty robust picture for Online retail. More and more people are shopping online and the UK has the most active online population in Europe. Broadband penetration reached 63% in 2009 and there is a strong correlation between broadband penetration and online spending.
Part 1. Introduction 1.1 Internet sales figures E-commerce is, of course, a growing sector. According to the latest figures from ONS (2010), internet sales now represent 8% of all retail sales compared to just 3% in 2006. The ability to purchase goods and services online with ease has been welcomed by millions of UK consumers and we expect growth in the sector to continue as access and internet experience expand. The drive to eliminate digital exclusion (i.e. any residual sense of isolation from the benefits of the internet felt by any particular social segment) is part of the political and commercial agenda and internet service providers continue to develop faster and more sophisticated internet connections. The uncertainty of the UK’s economic recovery too will continue to benefit the sector as price sensitivity drives savvy shoppers towards the online market and its competitive deals. This chart also shows internet sales are significantly boosted during the Christmas period. It is important to note that at the end of the decade before the UK moved out of recession internet sales reached their highest peak to date, affirming e-commerce’s swelling appeal amongst UK consumers despite the weaker economic climate.
Online selling brings a balance – weather influence
Summary of what Monsoon is for those who are unaware. Explanation of listing fees and commission / sales fees on other channels e.g. eBay charges insertion fees in most cases and also a ‘variable’ final value fee (unless registered with eBay for Charity when fee credits apply) Other fees e.g. Paypal will apply too. Amazon charges a listing fee and then takes a % of the final value of the sale and a fixed fee on delivery charges too.
Clothing or non-clothing
Most of the terms we use in Online selling
Terms with explanations
WHO? This exercise is all about thinking about what roles you need to fill to efficiently run OOS in your shop. Ask learners in small groups (2-4) to take 5 mins and list all the roles that they think will help them run OOS. Share Learning With group (flipchart list- assistant) There are no wrong answers!
Choosing a good label and an accessible role description here is the key- Online retail data entry specialist? NO! Online product lister? YES! Although it may be useful to recruit people with some experience of using computers you don’t need specialists. With the support of the OOS team you will be able to provide initial training to your volunteers to get the job done!
It might seem like volunteers are hiding from you, but you just have to look in the right places! Think about your usual shop recruitment- could those channels help? High street recruitment for the online shop? Online recruitment for the high street shop?
If Time- Dragons den exercise (15mins) Split group into smaller groups (3-4) and put together a 1 min sales pitch for there shop to attract potential new volunteer (facilitator) Facilitator to give feedback on what they liked about each pitch and why they would be particularly interested in This exercise makes participants think about what there particular shop has to offer in a competitive market.