The document provides over 10 tips to improve e-commerce sales results quickly, highlighting the importance of board involvement in implementing an omnichannel strategy. It also outlines emerging trends for 2015, such as mobile commerce, automated pricing, and the impact of promotional events like Cyber Monday. Key metrics from the holiday season are shared, showcasing consumer behavior across devices and the influence of marketing strategies on sales.

1. 10+ tips on how to improve your sales results in 7
days
Tom Karwatka

2. What are the success factors in big e-Commerce companies?
150 000 000
in a year after
Implementation
4 times higher growth
of online sales
more than 2 mln
users per month

3. Only the direct involvement of the Board can implement
the Omnichannel strategy
85% of online shoppers start a purchase on one
device and finish on another.
Vlad Zachary, Director Omni-Channel Commerce at Upshot Commerce

4. Only the direct involvement of the Board can implement
the Omnichannel strategy
£81.00 £83.00
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online research
and online
shopping
offline online offline + research
during the
shopping
offline + research
online BEFORE the
shopping
ROPO
OMNICHANNEL AND ORDER VALUE
The omnichannel opportunity. Unlocking the power of the connected consumer, Deloitte, 2014

5. Start talking with the Board!
• Conferences
• Reference visit
• Your expectations:
– consistent pricing, orders and returns policy
– all ground points in a coherent strategy
– systems integration
– marking points
– crew training

6. Quick Wins
Game Changers
Worth considering!
E-Commerce Trends for 2015
• Cross-border B2C
• Mobile
• Automated Pricing Optimization
• Omnichannel
• Big Buying Days
• Free Shipping
• New Customer
Aquisition Models
Maturity / ROI
Potential
impact
on
market
• Next-day delivery
• In-store Pickup
• Free Returns
• Own Brands
• Wearables
• Social Commerce
• Content Marketing
• Mobile-First Marketing
• Programmatic Ad Buying
and Marketing Auto
• Digital Content
• mPayments
• Bitcoin
• Security
• Magento
• hybris
• Beacon Technology
• Machine-learning Services
• 3D printing
• New Business Models

7. Delivery
• Amazon Prime Now – 1-hour delivery in NY
• Uber and Lyft, Postmates – fast deliveries network
• Warehouses of e-Commerce companies are closer to the city center
• Reverse direction – the longer you wait, the better price you get
TODO
• Free delivery
• Free and reliable returns
• Click&collect
• Next day delivery
Where:
in-store pickup
post office of my choice
office
home
parcel locker
How
gift wrapped
sprayed with perfume
embossed,
Engraved
When
same day
next day
deferred delivery
rerouting

8. eMail Marketing
• E-mail marketing? Yes, yes!
• Mailing - better quality, more often, personalized
• You can almost always send more mailings than you
think 
Case study: divante.co

9. Promotional events
• Cyber Monday, Black Friday, Super
Saturday, Small Business Saturday,
Green Monday, Singles Day, … + holiday
season comes earlier and earlier
• Cyber Monday sales grow 30% year by
year
• Cyber Monday turns into Cyber Week
• 70% of deliveries in USA are free during
holiday season
Christmas Day ’14: IBM Benchmark Live
• Average order value was $100.33, up
6.2% from a year earlier.
• Smartphones accounted for 40.6% of
online traffic and tablets 15.9%.
• Tablets accounted for 18.4% of online
sales and smartphones 16.3%.
• Computers accounted for 42.6% of
online traffic, and 65.2% of online sales.
• Consumers spent 21.4% more on
average when shopping on their
desktops.
• The conversion rate was 4.56% on
computers and 2.15% on mobile
devices.

10. Owned media
• Encouraging customers to sign up
for a newsletter, social-media.
• Free access to customers.
• Prize system is worth
implementing.

11. UX
• Texts on the page – everything from the names of the categories to the
product descriptions and FAQ.
• Without involving the IT department.
• Boost for navigation – browser and product recommendations.
• Each of these mechanisms can make the 10% of sales, improving UX
significantly.
• With some providers, you can arrange a success-fee model.

12. Customer service
• Customer service – whether it’s not losing threads
and corresponds to the assumed SLA?
• Good to add sales mechanisms (email, phone,
chat) to talk with customers.
Integracja z CRM
Sending client’s data
Downloading client’s data
Cart synchronization (price)
Cart downloading
Cart reservation
Sending orders
Sending RFPs
Downloading offers for a customer
Downloading product price
Downloading product price for a
customer
Downloading invoices data and
invoices in pdf
Downloading order’s history
Downloading order’s data

13. Mobile
• Mobile users watch more video now.
• Mobilne transactions grow 42% year-on-year.
• Mobile market in USA has grown 19 times during
the last 4 years
• 36.9% of eCommerce visits come from mobile.
• eMail marketing generates 26,7% of sales in
mobile.
• All for mobile?
• App or mobile version of your website?
• Responsive Web Design
Looking at data from over 100,000
ecommerce stores that use the
Shopify platform, we saw 50.3% of
traffic coming from mobile (40.3%
from mobile phones, 10% from
tablets) and just 49.7% from
computers.
Tobi Lütke
Founder, CEO, Shopify

14. Digital Content
• Music – 39% of incomes
• News – increasing amount of business models
• Games – Free2Play (also PS4, Xbox One), mobile
revenues will exceed revenues of consoles in 2015
• VOD – further growth of 17% year on year
• eBooks – 40% of Kindle incomes from self
publishing
• Digital content as:
– business starter (blog, newsletter, ebooks)
– subscriber base builder
– added value

15. Dziękuję za uwagę
Tomek Karwatka
tkarwatka@divante.pl