This is a presentatation delivered by Matthew Kwan, Principal Consultant of Adams (www.adamshk.com) at Hong Kong Retail Management Association (HKRMA), one of the largest associations in Hong Kong representing the retail industry. The presentation contains insights on how to enhance the online shopping experience for brick-and-mortar retail chains in this Mobile Age.

1. Workshop on
Quality Digital
Customer Experience
of E-Shopping
優質數碼顧客體驗工作坊
Matthew Kwan
Principal Consultant, Adams
March 2, 2017
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The Hong Kong Retail Management Association

2. DISCLAIMER
Copyright © 2017.
Adams Company Limited
No part of this document is allowed to reprint or circulate publicly.
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3. Today’s Agenda
• Quality Online Shopping Experience
• Customer Experience Expectation
• Online shop’s System and Security
• Contract Fulfillment
•Successful HKRMA Application of Quality e-Shop
Recognition Scheme
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4. Quality Online Shopping
Experience
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5. What is Quality Online
Shopping Experience?
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6. Online shopping
From Wikipedia, the free encyclopedia
• Online shopping (sometimes known as e-tail from "electronic retail" or e-
shopping) is a form of electronic commerce which allows consumers to
directly buy goods or services from a seller over the Internet using a web
browser. Alternative names are: e-web-store, e-shop, e-store, Internet
shop, web-shop, web-store, online store, online storefront and virtual
store. Mobile commerce (or m-commerce) describes purchasing from an
online retailer's mobile optimized online site or app.
• An online shop evokes the physical analogy of buying products or services
at a bricks-and-mortar retailer or shopping center; the process is called
business-to-consumer (B2C) online shopping. In the case where a business
buys from another business, the process is called business-to-business
(B2B) online shopping. The largest of these online retailing corporations are
Alibaba, Amazon.com, and eBay.[1]
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7. Online shopping malls (B2C Platforms?)
From Wikipedia, the free encyclopedia
• Online shopping malls are websites that enable a multi-vendor
checkout system enabling retailers to sell in one portal and allow the
consumer to check out with one single credit card transaction.
• Collections of many traders with different offers directly on the same
website are also sometimes known as online shopping malls or virtual
shopping malls.
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8. Omnichannel Retailling
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9. Digital Shopping Experience
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10. Customer criteria for selecting online shops in
Germany 2014
http://www.statista.com/statistics/451736/criteria-for-the-selection-of-online-shops-in-germany/
• Product Quality
• Detailed Product Descriptions
• Transparent & Simple Shipping
Conditions
• Prices
• Available Payment Methods
• Transparent & Simple Return
Policy
• Service
• Customer Ratings
• Product Range
• Customer Recommendations
• Quality Seals
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11. 7Success Factors of e-Commerce
1. Site design
2. User-friendliness
3. Product range
4. Pricing level
5. Payment methods
6. Shipping options
7. Delivery of goods
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In order to run a successful online
store it is especially important to
gain loyal customers as well as
to keep those customers
satisfied.Friday 20 January 2012
The results of the largest survey of customer satisfaction in German e-
commerce, conducted by ECC Handel and Hermes, were published on
the occasion of the Online Trading Congress in Bonn. More than 10,000
consumers and customers of 108 German online shops
Source: http://e-commercefacts.com/research/2012/01/ecc-handel-ecommerce-stud/
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THE CONSUMER SHOPPING JOURNEY
Source: http://www.crossmark.ca/wp-content/uploads/Shopping_Journey_image.png

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MobileAGE
is all about MOBILE!

14. What is your score?
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Online Discount
Offline Shop
Redemption
Online/Mobile
Registration
Incentive
Offline & Online
Membership
Repeat Purchase O2O
Loop?
Picture Source: http://qranywhere.blogspot.hk/2010/04/iron-man-2-staring-qr-codes.html

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17. So, what kind of
Customer Experience
is customer expecting?
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18. As an online shopper…
“I can find what I want
to buy!”
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http://blogs-images.forbes.com/marketshare/files/2012/12/Google-Study-2.png

20. • I did not receive my order
• I received damaged or faulty goods
• My order was delivered later than agreed
• The shop refuses to accept my cancellation
• The purchase price was not, or only partially,
refunded
• My order was not immediately confirmed by
e-mail
• The shop is not responding to my queries
• I cannot find any contact details for the shop
• The product prices, shipping costs or
information about additional costs are
incorrect
• I cannot find information about the shop's
payment methods
• The shop does not provide detailed and
accurate product descriptions
• The shop sells prohibited items
• Information about the use of my personal
data is not shown in a privacy policy
• I receive unwanted advertising from the
shop by e-mail
• The shop does not protect my personal data
adequately
• The shop does not transfer my sensitive
payment details via an encrypted connection
• The shop's order process is very complicated
and not transparent and it is not obvious
that I am making a binding order
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Sample Issues & Problems based on TrustedShops
http://www.trustedshops.eu/seal-of-approval/troubleshooter.html#topic=general

21. How many clicksto pay?
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Photo Source: http://neosidea.com/portal/portalnews/servemedia/112/portalnewsattachments/113/ecommerce.jpg

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Source: http://www.comscore.com/Insights/Press-Releases/2012/6/What-
factors-influence-the-online-shopping-experience#imageview/0/

23. Costproduct prices, shipping costs and other additional costs…??
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24. Payment
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25. Return
Right to cancel? Any applicable exceptions?
Conditions? Procedures?
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26. Customer
Service
• How fast can you respond?
• Ratings in a public opinion is
consistently good
• Service ticket is tracking
• Customer support is responding
in a timely manner
• Tone & manner of CS is
understanding
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27. What are the implication of
your online shop’s
System and Security?
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28. 2017 the Year of HTTPS and SSL?
In September 2016, Google
announced that in January 2017
they would begin displaying the
security of the connection in the
address bar of Chrome version 56
and up on pages that display a
password and/or a credit card
field. This is the beginning of a
long-term plan to mark all HTTP
pages non-secure.
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29. Data
Security &
Integrity
•Personal Data
Protection
•Secured Transaction
•Purchase History
•Availability
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30. Are you really Fulfilling
your Order (contract)?
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31. Delivery
•Shipping Methods
•Timing of Delivery
•Packing & Delivered Goods
Condition
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32. Introduction to
Quality e-Shop Recognition Scheme
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33. Background and Objectives
• Quality e-Shop Recognition Scheme, introduced by Hong
Kong Retail Management Association (HKRMA), provides a
comprehensive and objective assessment for e-shops in
Hong Kong. The scheme aims to give recognition to quality e-
shops and develop industry-wide standards and best
practices for online retailing in Hong Kong.
• To develop industry-wide standards and best practices for online
retailing in Hong Kong
• To give recognition to quality e-shops
• To raise consumers' confidence in Hong Kong's e-shops
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34. Successful Application of Quality
e-Shop Recognition Scheme
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35. Assessment
Criteria
• Assessment criteria and
mechanism are well justified
by HKRMA's independent sub-
committee. Stages of
assessment include Mystery
Shopper Assessment and Final
Audit by HKRMA, covering the
following criteria based on the
framework of "3 Perspectives
and 4 Key Qualities".
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36. Scheme Eligibility
• The managing company of participating e-shop shall have a valid
business registration and a physical business address with
substantial operation in Hong Kong.
• Participating e-shop shall:
• Be fully operative for at least a year (calculated from the first transaction
date).
• Have a registered domain name.
• Engage in the retail sale of merchandise or the provision of retail services to
individual customers in Hong Kong.
• Operate in form of website with or without a mobile APP and provide online
check-out option(s).
• Have no record of trading in counterfeit goods.
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38. Health Checklist
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39. The application…
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40. Q & A
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41. We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk
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43. The Store of the Future
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44. Comprehensive audits ensure security when
shopping online
http://www.trustedshops.eu/seal-of-approval/quality-criteria.html
• Cost
• Before submitting the order, information is provided about the products, product prices,
shipping costs and other additional costs.
• Payment
• The available payment methods are stated at the beginning of the ordering process at the latest.
• Delivery
• The customer is informed about the expected delivery period or the precise delivery date. If the
delivery period or delivery date cannot be upheld in exceptional cases, the customer is informed
of this without delay.
• Return
• The consumer is informed about the right to cancel and about any applicable exceptions. The
right to cancel is not unduly restricted.
• Data
• In the shop, personal data is only collected, processed, used and transferred to third parties
where this is legally permitted or the customer has given his explicit consent to this.
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