This document summarizes a presentation on executing a total e-commerce strategy in 5 phases: 1) operations review, 2) channel strategy, 3) merchandising and branding, 4) design and usability, and 5) deployment. It discusses evaluating fulfillment processes, customer touchpoints, and software integrations in phase 1. Phase 2 involves defining strategies for online, mobile, social, and brick-and-mortar channels. Phase 3 is about inventory, merchandising, and content. Phase 4 covers designing for the chosen platform. Phase 5 brings the full experience to customers through deployment and analytics. The goal is to plan strategically and build an integrated branded experience across all channels and touchpoints.
Playbook for Startup Demand Generation by Mark DonniganGoToMarketLauncher
In this presentation for founders needing to understand how to get started with marketing, you'll learn the framework for B2B marketing and demand generation along with the critical role that category design plays for an early-stage company.
Starting with the three marketing pillars, I present a unique view of demand generation using the jobs to be done structure. This forms the foundation for the demand gen flywheel that rotates around the functions of 'capture', 'educate', 'engage', and 'convert.'
I've included slides that outline the category creation process along with a careful description of what an early-stage marketing leader must be able to do. We close with a 90 day and beyond action plan.
Imperfect action is always my default recommendation. However, it should at least be "informed" imperfect action. I've found this deck to be an excellent conversation starter with founders about how to get started with marketing.
With these slides and the right mentor/guide to help you execute, you and your founding team should be able to cut off some of the "learning on the job" in the area of marketing, so that you can accelerate into the potential that you've promised employees and your investors.
Looking to boost traffic and take your online sales to the next level? You’ve come to the right place.
Find out how to build an effective digital marketing strategy, measure your ecommerce growth, and evaluate your performance in comparison to the competition in this ebook from Hallam Agency and SEMrush.
We have gathered and analyzed information from 8,000 ecommerce sites to present you with data-driven best practices, while Hallam SEO Agency has designed a set of easy-to-implement recommendations based on case studies of their most successful clients.
In this ebook, you'll discover:
=> User buying trends for 13 ecommerce industries
=> 5 ways to improve your ranking in mobile SERPs
=> 3 SERP features every ecommerce business should take advantage of
=> How ranking for featured snippets increased sessions by 285%
=> 10 best emotional triggers to increase sales and how to utilize them
=> 17 technical SEO considerations that increase site speed and enhance user experience
=> 6 hacks to successfully optimize your images for search and improve conversion rates
=> Effective link building strategies that have resulted in a 143% increase in traffic to the homepage and 10 keywords ranking in position 1 in SERPs
We hope that you find the data and the insights we’ve gleaned from this study helpful in developing and improving your digital marketing and site development strategies.
How To Unify Data with Bespoke Dashboards for True InsightsTinuiti
Today’s landscape requires Marketing leaders to stay informed on a daily basis and act with purposeful agility. With an adaptive, frequently updated look across all channels and budget performance, marketers can expose inefficiencies and seize opportunities faster than their competitors to drive real business results. Join our insights experts to see how they empower clients with a fully customized and automated dashboard so they can spend more time acting on data opposed to pulling it.
Playbook for Startup Demand Generation by Mark DonniganGoToMarketLauncher
In this presentation for founders needing to understand how to get started with marketing, you'll learn the framework for B2B marketing and demand generation along with the critical role that category design plays for an early-stage company.
Starting with the three marketing pillars, I present a unique view of demand generation using the jobs to be done structure. This forms the foundation for the demand gen flywheel that rotates around the functions of 'capture', 'educate', 'engage', and 'convert.'
I've included slides that outline the category creation process along with a careful description of what an early-stage marketing leader must be able to do. We close with a 90 day and beyond action plan.
Imperfect action is always my default recommendation. However, it should at least be "informed" imperfect action. I've found this deck to be an excellent conversation starter with founders about how to get started with marketing.
With these slides and the right mentor/guide to help you execute, you and your founding team should be able to cut off some of the "learning on the job" in the area of marketing, so that you can accelerate into the potential that you've promised employees and your investors.
Looking to boost traffic and take your online sales to the next level? You’ve come to the right place.
Find out how to build an effective digital marketing strategy, measure your ecommerce growth, and evaluate your performance in comparison to the competition in this ebook from Hallam Agency and SEMrush.
We have gathered and analyzed information from 8,000 ecommerce sites to present you with data-driven best practices, while Hallam SEO Agency has designed a set of easy-to-implement recommendations based on case studies of their most successful clients.
In this ebook, you'll discover:
=> User buying trends for 13 ecommerce industries
=> 5 ways to improve your ranking in mobile SERPs
=> 3 SERP features every ecommerce business should take advantage of
=> How ranking for featured snippets increased sessions by 285%
=> 10 best emotional triggers to increase sales and how to utilize them
=> 17 technical SEO considerations that increase site speed and enhance user experience
=> 6 hacks to successfully optimize your images for search and improve conversion rates
=> Effective link building strategies that have resulted in a 143% increase in traffic to the homepage and 10 keywords ranking in position 1 in SERPs
We hope that you find the data and the insights we’ve gleaned from this study helpful in developing and improving your digital marketing and site development strategies.
How To Unify Data with Bespoke Dashboards for True InsightsTinuiti
Today’s landscape requires Marketing leaders to stay informed on a daily basis and act with purposeful agility. With an adaptive, frequently updated look across all channels and budget performance, marketers can expose inefficiencies and seize opportunities faster than their competitors to drive real business results. Join our insights experts to see how they empower clients with a fully customized and automated dashboard so they can spend more time acting on data opposed to pulling it.
hybris SAP and IBM Retail Webinar presentation - How Brands Get Strongest ROI...Tero Angeria
There are many technological advances to reinvent retail and they can be surprisingly cost-efficient. From intelligent and engaging video content on in-store screens, to a customer journey crossing social and mobile touch points. All these innovations can help to merge online with offline and are adaptable to brands of any size and commerce maturity but the main question is: How do you benchmark your business and stay ahead of the competition?
In this live event we discussed the retail industry trends and IBM’s proposition for a strong ROI with hybris SAP Commerce.
AGENDA:
1. Retail Industry Trends
2. IBM’s proposition for retail using hybris SAP commerce
3. hybris Express
Monetizing Insights with Experiential CommerceAcquia
Organizations are used to engaging their customers through the dated concept of a linear conversion funnel and struggle to offer contextual experiences that minimize the opportunities for attrition in today’s connected world. With experience management solutions powered by Drupal such as Acquia Lift and Journey, you can orchestrate personalized interactions that target users with segmented content, while also leveraging Google Analytics to ensure the bespoke engagement offered is based on user behavior.
The true power of these hyper-focused experiences can be fully unlocked for your organization when transactional offers are surfaced seamlessly at the right point of the customer journey via Elastic Path, the most robust API-based commerce system.
In this webinar you’ll learn:
- How to offer relevant, orchestrated journeys so the moment of conversion doesn’t represent a departure from or conclusion of the experience, but rather a segway to deeper engagement
- How analytics and a single view of cross-channel transactions can shape hyper-focused experiences
- How API-based commerce powered by Elastic Path can interact with Acquia solutions to embed monetization opportunities in customer experiences
- How sectors like industrial manufacturing, healthcare and consumer services take advantage of this experiential paradigm
Introducing Mobius: Technology that Closes the Loop on Your Marketing Perform...Tinuiti
Join us for an exclusive sneak peek into Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology. We’ll introduce MobiusOS, Mobius Apps and MobiusX, our three distinct products that help unify, optimize, and activate your performance marketing data unlike any other platform on the market. In this webinar, you’ll learn all the business challenges our technology can solve for and how our suite of marketing intelligence and media activation technology can make your company faster to market, faster to optimize, and faster to make adjustments.
An introduction of Promotion Tool provided in WebSphere Commerce v7 FEP5. This presentation describes the key elements related to promotions activities, in particular: Order Level Promotions, CatEntry Level Promotions, Shipping Promotions, Promotion codes and Coupon promotions.
It also provides an brief overview of the Promotion Engine.
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXqvEW
Join Paige Musto, Sr. Director, Corporate Marketing at Act-On Software as she walks you through six important steps that will help you jumpstart your 2018 marketing strategy and execution plan. Plus, learn the necessary tips to help you close out 2017 on a high note.
Attendees will benefit by learning how to:
● Build effective campaign themes to support their marketing goals;
● Pull the levers needed to grow brand awareness and influence in the market;
● Identify the keys to successful reporting;
● Make an impact on the business by championing a big idea!
Discover the trends driving the growth in vertical go-to-market strategies for B2B tech vendors and the 8 steps that you can take for vertical success.
In this deck you will find best practices for marketing in the high tech industries. See how the NHL, Samsung, Nikon and more are using techniques such as contextual marketing and predictive analytics to be more relevant to their customers.
Steven Wardell, Presentation to MIT Enterprise Forum, Go To Market Strategy 2...Steven Wardell
On November 18, 2013, Steven Wardell, VP of Marketing at Activate Networks gave a 3-hour presentation and workshop to the MIT Enterprise Forum on The Art of Developing Your Go To Market Strategy to an audience of technology entrepreneurs at the Tang Center at MIT in Cambridge.
Reminders matter – modernizing outbound communications. David Kiefer
The smartphone is reducing human attention spans – now shorter than a common goldfish.
Researchers surveyed 2,000 consumers and studied 112 others using electroencephalograms to understand how the smartphone revolution has affected our attention spans. They discovered that since the dawn of the mobile revolution at the turn of millennium, our attention spans have dropped by 33% now registering at less than even the attention span of the common goldfish. http://www.nuance.com/ucmprod/groups/enterprise/@web-enus/documents/webasset/nc_048360.pdf
Marketers turn to CRM systems to manage large volume, complex data sets and take advantage of the rich data at their disposal to drive relevant marketing programs. CRM systems are great for managing customer data, campaign automation flow and tracking interactions with customers, but are they ideal for delivering high-volume email marketing campaigns?
Hear Forrester CRM Analyst Suresh Vittal present an in-depth look at the changing world of CRM, the need for sophisticated campaign execution functionality, and how marketers can now seamlessly leverage the data in SAP CRM with a best-in-class email marketing system. Learn how your marketing team can benefit from bi-directional data integration, improving email marketing campaign performance while saving a significant amount of time and resources.
Key things you will learn:
• How email is changing the world of CRM.
• The power of integrating best-in-class email marketing with CRM to strengthen customer relationships and drive revenue.
• Strategies for leveraging your CRM data in email campaigns.
• How to send millions of dynamic emails reliably and effectively.
• How you can achieve email deliverability above 95%.
What can start-ups do to accelerate their DTC strategyAdrian M Odgers
This deck was presented as part of a Fireside chat session at ProVeg International's start-up Incubator, a leading accelerator for food startups.
It focuses on providing key ideas, strategies and tactics start-ups can use to inform and accelerate their DTC strategy (direct to consumer).
There are numerous marketing areas of specialization. One of the most critical, and often confusing, is Product Marketing.
This short presentation will help you quickly and easily understand what product marketing is, where it sits within the organization, and what it does.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Building a Magnetic Brand - A Framework for Value-Driven Brand MarketingJoseph Schwartz
What makes a B2B brand magnetic? Is it great content engagement? Lovable marketing? It may seem obvious but brands that message value generally attract customers virally. It is part of the lore in technology for example that one of the great computer engineering companies of the 20th century, Digital Equipment or DEC, lost its battle with HP, Sun, IBM an others in distributed computing because of its failure to promote the value of its solutions effectively.
Great product businesses have frequently been overtaken by competitors with inferior products but strong value-driven brand marketing when they fail to weave value into their brands.
This Slideshare presentations provides examples of Marketing Strategies as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Strategies – Focus & Direction
Marketing Strategies – GTM Fundamentals
Marketing Strategies - Core Focus
Marketing Strategies – Types of Differentiation
Marketing Strategies – Pricing Models
Marketing Strategies - Demand Creation Plan
Marketing Strategies - Beach Head
Marketing Strategies – Strategic Value Message
Marketing Strategies – Customer Conversations
Marketing Strategies – Target Account Profile
Marketing Strategies - Demand Creation
Marketing Strategies – Quantitative Plan
Marketing Strategies – User Flows
Marketing Strategies - Content Marketing
Marketing Strategies – Demand Follow-up
Marketing Strategies – Star Bursting
Marketing Strategies – Lead Nurture
Marketing Strategies - Scoring Model
See more at Four Quadrant at http://www.fourquadrant.com/products/
Digital Marketing Playbook - How to create scalable, predictable revenueSeth Hauben
Having spent the last 4 years setting and executing a successful digital marketing strategy at a high growth software company, I was asked to present my thoughts on Digital Marketing to a local Venture Capital group. The attached slides are what I presented, they outline the steps needed to implement a successful digital marketing strategy.
hybris SAP and IBM Retail Webinar presentation - How Brands Get Strongest ROI...Tero Angeria
There are many technological advances to reinvent retail and they can be surprisingly cost-efficient. From intelligent and engaging video content on in-store screens, to a customer journey crossing social and mobile touch points. All these innovations can help to merge online with offline and are adaptable to brands of any size and commerce maturity but the main question is: How do you benchmark your business and stay ahead of the competition?
In this live event we discussed the retail industry trends and IBM’s proposition for a strong ROI with hybris SAP Commerce.
AGENDA:
1. Retail Industry Trends
2. IBM’s proposition for retail using hybris SAP commerce
3. hybris Express
Monetizing Insights with Experiential CommerceAcquia
Organizations are used to engaging their customers through the dated concept of a linear conversion funnel and struggle to offer contextual experiences that minimize the opportunities for attrition in today’s connected world. With experience management solutions powered by Drupal such as Acquia Lift and Journey, you can orchestrate personalized interactions that target users with segmented content, while also leveraging Google Analytics to ensure the bespoke engagement offered is based on user behavior.
The true power of these hyper-focused experiences can be fully unlocked for your organization when transactional offers are surfaced seamlessly at the right point of the customer journey via Elastic Path, the most robust API-based commerce system.
In this webinar you’ll learn:
- How to offer relevant, orchestrated journeys so the moment of conversion doesn’t represent a departure from or conclusion of the experience, but rather a segway to deeper engagement
- How analytics and a single view of cross-channel transactions can shape hyper-focused experiences
- How API-based commerce powered by Elastic Path can interact with Acquia solutions to embed monetization opportunities in customer experiences
- How sectors like industrial manufacturing, healthcare and consumer services take advantage of this experiential paradigm
Introducing Mobius: Technology that Closes the Loop on Your Marketing Perform...Tinuiti
Join us for an exclusive sneak peek into Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology. We’ll introduce MobiusOS, Mobius Apps and MobiusX, our three distinct products that help unify, optimize, and activate your performance marketing data unlike any other platform on the market. In this webinar, you’ll learn all the business challenges our technology can solve for and how our suite of marketing intelligence and media activation technology can make your company faster to market, faster to optimize, and faster to make adjustments.
An introduction of Promotion Tool provided in WebSphere Commerce v7 FEP5. This presentation describes the key elements related to promotions activities, in particular: Order Level Promotions, CatEntry Level Promotions, Shipping Promotions, Promotion codes and Coupon promotions.
It also provides an brief overview of the Promotion Engine.
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXqvEW
Join Paige Musto, Sr. Director, Corporate Marketing at Act-On Software as she walks you through six important steps that will help you jumpstart your 2018 marketing strategy and execution plan. Plus, learn the necessary tips to help you close out 2017 on a high note.
Attendees will benefit by learning how to:
● Build effective campaign themes to support their marketing goals;
● Pull the levers needed to grow brand awareness and influence in the market;
● Identify the keys to successful reporting;
● Make an impact on the business by championing a big idea!
Discover the trends driving the growth in vertical go-to-market strategies for B2B tech vendors and the 8 steps that you can take for vertical success.
In this deck you will find best practices for marketing in the high tech industries. See how the NHL, Samsung, Nikon and more are using techniques such as contextual marketing and predictive analytics to be more relevant to their customers.
Steven Wardell, Presentation to MIT Enterprise Forum, Go To Market Strategy 2...Steven Wardell
On November 18, 2013, Steven Wardell, VP of Marketing at Activate Networks gave a 3-hour presentation and workshop to the MIT Enterprise Forum on The Art of Developing Your Go To Market Strategy to an audience of technology entrepreneurs at the Tang Center at MIT in Cambridge.
Reminders matter – modernizing outbound communications. David Kiefer
The smartphone is reducing human attention spans – now shorter than a common goldfish.
Researchers surveyed 2,000 consumers and studied 112 others using electroencephalograms to understand how the smartphone revolution has affected our attention spans. They discovered that since the dawn of the mobile revolution at the turn of millennium, our attention spans have dropped by 33% now registering at less than even the attention span of the common goldfish. http://www.nuance.com/ucmprod/groups/enterprise/@web-enus/documents/webasset/nc_048360.pdf
Marketers turn to CRM systems to manage large volume, complex data sets and take advantage of the rich data at their disposal to drive relevant marketing programs. CRM systems are great for managing customer data, campaign automation flow and tracking interactions with customers, but are they ideal for delivering high-volume email marketing campaigns?
Hear Forrester CRM Analyst Suresh Vittal present an in-depth look at the changing world of CRM, the need for sophisticated campaign execution functionality, and how marketers can now seamlessly leverage the data in SAP CRM with a best-in-class email marketing system. Learn how your marketing team can benefit from bi-directional data integration, improving email marketing campaign performance while saving a significant amount of time and resources.
Key things you will learn:
• How email is changing the world of CRM.
• The power of integrating best-in-class email marketing with CRM to strengthen customer relationships and drive revenue.
• Strategies for leveraging your CRM data in email campaigns.
• How to send millions of dynamic emails reliably and effectively.
• How you can achieve email deliverability above 95%.
What can start-ups do to accelerate their DTC strategyAdrian M Odgers
This deck was presented as part of a Fireside chat session at ProVeg International's start-up Incubator, a leading accelerator for food startups.
It focuses on providing key ideas, strategies and tactics start-ups can use to inform and accelerate their DTC strategy (direct to consumer).
There are numerous marketing areas of specialization. One of the most critical, and often confusing, is Product Marketing.
This short presentation will help you quickly and easily understand what product marketing is, where it sits within the organization, and what it does.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Building a Magnetic Brand - A Framework for Value-Driven Brand MarketingJoseph Schwartz
What makes a B2B brand magnetic? Is it great content engagement? Lovable marketing? It may seem obvious but brands that message value generally attract customers virally. It is part of the lore in technology for example that one of the great computer engineering companies of the 20th century, Digital Equipment or DEC, lost its battle with HP, Sun, IBM an others in distributed computing because of its failure to promote the value of its solutions effectively.
Great product businesses have frequently been overtaken by competitors with inferior products but strong value-driven brand marketing when they fail to weave value into their brands.
This Slideshare presentations provides examples of Marketing Strategies as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/
Included in the Powerpoint presentation are slides that cover:
Marketing Strategies – Focus & Direction
Marketing Strategies – GTM Fundamentals
Marketing Strategies - Core Focus
Marketing Strategies – Types of Differentiation
Marketing Strategies – Pricing Models
Marketing Strategies - Demand Creation Plan
Marketing Strategies - Beach Head
Marketing Strategies – Strategic Value Message
Marketing Strategies – Customer Conversations
Marketing Strategies – Target Account Profile
Marketing Strategies - Demand Creation
Marketing Strategies – Quantitative Plan
Marketing Strategies – User Flows
Marketing Strategies - Content Marketing
Marketing Strategies – Demand Follow-up
Marketing Strategies – Star Bursting
Marketing Strategies – Lead Nurture
Marketing Strategies - Scoring Model
See more at Four Quadrant at http://www.fourquadrant.com/products/
Digital Marketing Playbook - How to create scalable, predictable revenueSeth Hauben
Having spent the last 4 years setting and executing a successful digital marketing strategy at a high growth software company, I was asked to present my thoughts on Digital Marketing to a local Venture Capital group. The attached slides are what I presented, they outline the steps needed to implement a successful digital marketing strategy.
Op 29 juni sprak Kathleen Claes van Magento tijdens de FAS. De zaal zat vol e-commerce ondernemers die kwamen luisteren naar de voordelen van Magento Enterprise.
Digital Domination: A Comprehensive Guide to Strategic Marketing for Online S...valentineikenna975
Discover the pivotal role of content in the digital realm, from crafting persuasive product descriptions to creating engaging visual content and harnessing the potential of video marketing. Uncover the secrets of customer relationship management, building loyalty, executing effective email marketing, and leveraging customer feedback for continuous improvement.
To increase the website conversion rates a marketer would require a robust, simple, & scalable platform. Here, Sitecore is an excellent web content management tool and also a dynamic marketing tool for marketers.
https://www.raybiztech.com/blog/sitecore/improving-website-conversion-rate-through-sitecore
YIELD Marketing Control Center MCC is an intelligent web-based solution for consumer marketers to easily create, manage and track all of your mobile, online and social marketing campaigns on a single platform…giving you a 360 degree view of your customers thus deepening your one-to-one customer relationships
PixelCrayons create online marketplaces embedded with powerful tools for the merchants to effectively showcase their products and connect them to customers.
Changing customer behaviors have dramatically changed the way brands need to measure success. Starting with an analytics frameworks is essential for measuring business ROI.
Marketing automation 101 understanding marketing automation and where to get ...Mario Kyriacou
What this presentation covers:
- What is marketing automation?
- How marketing automation can improve the overall customer experience
- How automation can improve conversions and ROI
- Why automation is applicable to both B2B and B2C
- Where to get started with your own automation program
- Getting buy-in from sales and senior management
E-commerce (also written as e-Commerce, eCommerce or similar variants), short for
electronic commerce, is trading in products or services using computer networks, such
as the Internet. Electronic commerce draws on technologies such as mobile commerce,
electronic funds transfer, supply chain management, Internet marketing, online
transaction processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems. Modern electronic commerce
typically uses the World Wide Web for at least one part of the transaction's life cycle,
although it may also use other technologies such as e-mail.
Amazon’s Organic Ranking Battleground for Increased Product Visibility & SalesTinuiti
Amazon’s digital shelf has become the new battleground for brand manufacturers & vendors to get their products in front of consumers. With all of the so-called blackhat tactics & hacks, it’s understandable why there’s so much confusion when it comes to ranking on Amazon.
Don’t Miss Out—we’ve brought together the leading industry experts at CPC Strategy, Salsify & Market Track to bring the A9 algorithm under a microscope and dissect which levers to pull to increase your presence on the digital shelf.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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1. CREATING A TOTAL E-COMMERCE ADVANTAGE #2 – Going Live: Total E-Commerce Execution March 23, 2010
2. Today’s Presentation INTRODUCTIONS About the Magento Company About One Pica ONE PICA PRESENTATION The second in our 3-part series, “Creating a Total E-Commerce Advantage” Today’s topic: Going Live: Total E-Commerce Execution QUESTIONS + ANSWERS
19. Part 2 of Our Three-part Series A master plan for organizing, integrating and designing the key elements of a successful e-commerce site A methodology to help you think like your users/customers
20. It’s Like Building a House… 1. A Strategic Approach To E-Commerce 2. Going Live: Total E-Commerce Execution 3. E-Commerce Advantage: Staying One Step Ahead PLAN IT BUILD IT INVITE YOUR FRIENDS!
21. Today’s Focus 1. A Strategic Approach To E-Commerce 2. Going Live: Total E-Commerce Execution 3. E-Commerce Advantage: Staying One Step Ahead PLAN IT BUILD IT INVITE YOUR FRIENDS!
22. Plan It - Recap At the end of this phase you have a strategic master plan: Create linkages between marketing, sales and operations through your online channel Define requirements and understand the complexity of the project at every level before implementation begins Evaluate the current technology environment and successfully integrate it with a new e-commerce platform Establish goals, objectives, metrics and a realistic project plan and how to recognize opportunities at every step 1. A Strategic Approach To E-Commerce PLAN IT
24. According to Forrester: TRANSACTION “Typical e-commerce initiatives concentrate on maximizing conversion rates and minimizing service costs.” BRAND “Typical on-line brand-building efforts require stand-out creativity to differentiate a product or service from its competitors.” The Forrester Wave: Interactive Marketing Agencies – Web Design Capabilities, Q2 2009
30. End-to-End Fulfillment Process Online Purchase What happens after the sale can often take the most time to build YOUR COMPANY YOUR CUSTOMERS
31. Consider All Customer Touch Points Billing Production Warehousing Customer Service Delivery/Pack Slips Finance + Accounting YOUR COMPANY YOUR CUSTOMERS Advertising Email Campaigns Newsletters Social Media Affiliate Networks Brick + Mortar E-Commerce Site Coupons Point-of-sale
32. Example: Avalara Tax Extension Need: Our client realized that they weren’t equipped to calculate the appropriate sales tax for every state and town A new national e-commerce channel meant additional work for Finance & Accounting We developed a custom Magento Extension to replace existing Magento-based, zipcode tax calculation with the more complex and centralized rules AvaTax provides.
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35. Phase 2 Channel strategy Consumers Are In Charge E-Commerce: The Marketing Multi-Tasker Evaluate Your Cross-Channel Opportunities Create a Unified Shopping Experience
36. Prevailing Wisdom: Consumers are Multi-Channel “If retailers want to thrive they will have to take and win the multi-channel challenge.” “eBusiness professionals must…facilitate a multi-channel strategy that addresses consumers’ expectations, focusing on their need to move between offline and online channels and their increasing mobile and social behaviors.” Forrester U.S. Online Retail Forecast 2009 - 2014
49. Phase 3 Merchandising + brand What Products Should I Sell? How Do I Want to Sell Them? How Do My Customers Shop? Content that Complements the Sales Experience
50. Building Blocks of the Shopping Experience “Cross merchandising is the practice of marketing, or displaying products from different categories (or store departments) together, in order to generate additional revenue, known sometimes as add-on sales, or incremental purchase. This can often be done in conjunction with customer-centric strategies, aimed at improving the overall customer experience.” - www.allbusiness.com
58. How Should I Present Items? Not just selling products, building the brand Be as precise as possible about how you display and describe your products Complement the selling experience with non-product information to reinforce the brand message Consistent brand experience all the way through the entire commerce process Create shared experiences
59. How Do I Bring It To Life? Site Map Starts with the products I have to sell and the way people want to shop for them Shopping categories - have to be in line with your industry and your customer’s mindset Supporting “other” content Home page (the store window) Navigation & filtering Product detail pages
65. Complete Sales + Marketing Content Outline Your deliverable at the end of the merchandising phase is a complete page-by-page description of all the content required to describe your products and inspire trial… …and all the features and calls-to-action that lead to products ending up in shopping carts
66. Phase 4 Design & Usability Build to the Platform Brand Opportunities Usability Testing
67. Build to the Platform Out of the box vs. custom Know how to leverage the best features of the software Functionality that is supported by the feature set – (i.e. swatches) GIFT CARDS STORE CREDITS MERCHANDISING REWARD POINTS PRIVATE SALES
70. Bring It Full Circle Can we track online sales and model online forecasts? Are we applying the proper tax rates? Are we prepared to handle a rush of new orders? What about fulfillment & shipping? Are my reps trained to handle online orders? Can we process returns & exchanges correctly? Can we capture new leads and move them through the sales funnel? Is it time to rethink our media strategy? Where are the handoffs between traditional, online and social media?
72. Analytics in 360 Reaching new customers How do people not only find your site but compelled to purchase? Increasing customer loyalty Is your offering (products and procurement) and experience the best Increasing revenue Cross-sells/up-sells? Did they find what they are looking for? Improve service Do you deal with cancellations and changes easily and effectively? Improve customer communication Is your communication personal, targeted, relevant and timely?
73. One Pica Approach to Marketing + Technology Multi-disciplined team made of strategists, marketers, designers + technologists Go deeper to understand your total business Start with the strategic and creative components of a brand Employ a tight procedural model that lets our clients merchandise, sell, track and promote their products and services with complete control See technology as enabling every part of your business
81. Reward Points – New to 1.7Nearly infinite customization Community
82. Join us for the next webinar:“E-Commerce Advantage: Stay One Step Ahead” External marketing tactics + promotional strategies Build profitable communities by linking traditional, online and social media through your ecommerce channel Leverage Magento’s Rich Merchandising Suite and other third-party applications to increase up-sells + cross-sells and drive sales. Deeper dive into analytics We’re happy to take your questions Thank You
83. SCOTT DAHLGREN Director, Channel Development scott.dahlgren@varien.com GENERAL INFORMATION www.magentocommerce.com GREGORY SEGALL President 617-695-9995 gsegall@onepica.com WEBSITE www.onepica.com
Editor's Notes
SCOTT D. DOES THIS SLIDE – NEED TO UPDATE STATS
Notes for Scott D.Introduce One Pica – an independent marketing & technology agencyOne Pica has worked successfully with a variety of client business models and opportunities – from established traditionalretailers seeking to grow their business through an online channel; all the way to successful e-tailers looking to take that next step up to “Amazon” level by adding more products, more promotions, more stores and more brands to their online offering.One Pica is also an award-winning creative agency that helps clients approach e-commerce from an overall integrated marketing and communications perspective - from concept through execution to market impact using Strategic insights and positioning Brand Identity Creative Vision & Design and Analytics and Performance TrackingGreg Segall Bio - _______________________________Clients include:
Handoff from Scott to Greg:GREG:Thank you Scott, we’re delighted to participate with you in this seriesAnd thank you to everyone who is joining us todayAnyone who knows me knows that I love to talk about what we do at One Pica – we call it our total company approach A unified front-end tied to a streamlined, efficient back-endVisibility into every part of the channel so events in the back-end are informing what happens on the front end While the front end informs the back-end–a dynamic system that adapts to market conditions And it’s all seamless from the customer’s perspectiveWe don’t just look at the front of the house; we look at every department in your organization where technology improves business results by providing service to, or capturing information about, your customers. Our total company approach to design and development links the people, platforms and processes that support everything from marketing, product development and pricing, to sales strategy, customer service, fulfillment and billing.This is a philosophy we believe will be the future of all companies and drive their success – not only for e-commerce, but for all divisions of a company.
Going Live:A master plan for organizing, integrating and designing the key elements of a successful e-commerce site and help you think like your customers.More specifically we are going to show you how to:- Establish a product and merchandising plan to present your lines to your best possible advantage- Think beyond the sale to total operations (fulfillment, returns, customer service, wish lists and more)Probably the most important thing we want to cover is how, during this process, it is imperative to build a brand – which in turn - drives conversion and increase average order value. We will get to that a little further into the webinar.
We are going to relate ecommerce to building a house.If you want to think about this series of webinars in that fashion, this first one is the most important and lays the groundwork for everything you are going to be doing for the life of your e-business. Plan- You need to plan the house before building a solid foundation in order to ensure you don’t outgrow it and can comfortably add on.Build- Going live entails a whole number of factors including who you use to build the house, where you get your materials, how you decorate it, etc.Invite your friends- This is the fun part. Once the house is built, you can invite your friends over. If you build it they will come, doesn’t exist in this world. You have to work at it and know the best methods to get your specific friend’s to your house.
Build- Going live entails a whole number of factors including who you use to build the house, where you get your materials, how you decorate it, etc.- A holistic approach to merchandising, product marketing & e-commerce sales. - Where and when to capture key performance data throughout the shopping experience. - How to evaluate your current operations and e-commerce capabilities. - How your agency partner can help you align your organization for e-commerce and spot the operational "gotcha's" you might not think of.
At the end of this phase you have a strategic master plan:- Create linkages between marketing, sales and operations through your online channel- Define requirements and understand the complexity of the project at every level before implementation begins- Evaluate the current technology environment and successfully integrate it with a new e-commerce platform - Establish goals, objectives, metrics and a realistic project plan and how to recognize opportunities at every step
So let’s get right into it….We think as much about Brand as we do the transaction. We went over that thoroughly in the previous webinar on how to strategically pinpoint your customer personas as well as figure out the key customer touch points. Having that information allows you to really build a solid house that keeps your guests there – meaning that you are able to understand and control your end customer and craft an exceptional experience.There are three things you should keep in mind as we go through this webinar:- First you need a Replicable Process – a process to both to get and to allow your organization to be as efficient as possible.- A Creative Approach – we are always looking for opportunities to improve and bring innovation to every customer touch point.- A Collaborative Engagement – It has to be a partnership between your agency and organization. As mentioned in the previous webinar, this is not about strictly building it. You need a partner who also can help you get people there…- A holistic approach to merchandising, product marketing & e-commerce sales. - Where and when to capture key performance data throughout the shopping experience. - How to evaluate your current operations and e-commerce capabilities.
BRAND:“Typical on-line brand-building efforts require stand-out creativity to differentiate a product or service from its competitors.”E-Commerce:“Typical e-commerce initiatives concentrate on maximizing conversion rates and minimizing service costs.”
A disciplined approach to linking your company’s current products and capabilities to the needs and preferences of your current and prospective customers.
At the same time the main One Pica e-commerce process is going on, key parallel efforts on the clients end needs to take place. Having these coordinated with the rest of the ecommerce process are the “mini” keys to a successful launch.Align the organization – Everyone in the organization needs to be on the same page and understand the full ramifications of the changes taking place. The biggest challenge usually takes place between marketing and technology departments/divisions. Successful E-Commerce affects every department.Link Existing Platforms+ Processes – Understanding how external channels affect more than just sales. You have to point out the opportunities [from the previous webinar] and implement the tactics to take advantage of these. Internal IT must know all system integrations and be able to help the rest of the company understand the effects.Map + Gather Site Assets – You’d be surprised at how much the actual physical product assets/attributes can determine how the overall experience plays out.Train Everyone – While we are going through the initial usability, we train the operational teams on the platform and get them accustomed to the impact. Again, it is surprising how many holes are plugged and opportunities are uncovered during this phase. The earlier the better which means that everyone in the organization is on the same page.Start Selling! – Again, having defined the KPIs/key success factors in the previous webinar allows us to both act and react and put all of the systems in place to be able to sell and sell amazingly well.
Think about operations as more than picker and packers. Here are some key points of success we find when starting the “go live” or “build it” process.- Total Branded Experience – again mapping brand experience to transaction- Multiple Touch Points – Understanding every touch point and how it affects the customer- Expect the Unexpected – Make sure you have a plan B and think through every possible scenario. Again this will play handly into your experience. The more prepared you are, the less impact it will have across the board. [inventory]- Internal AND External Work Flows – Operations is not all about internal work flows, you have to think about….
The first thing is to remember operations is BOTH the front of the house AND the back of the house. In the previous webinar this is what we consider the “Secret Sauce” and the key to success. The front of the house informs the back of the house and visa-versa - and together they need to work in sync, like gears.Marketing + Promotions – awareness – in a nutshell -> understanding how you sell and what is happening at all points in the purchase lifecycle.The front-end informs the back office… Just-in-time manufacturing,Fulfillment & shipping logistics,Channel support,Finance and accountingBusiness Process – execution – in a nutshell -> making sure every step of the process is understood and how that effects the customer experienceThe back-end informs the front… use data to refine and optimize marketing and sales effortsReal-time sales results, Customer service metrics, Inventory turn-over,Media spend & efficiency
The key here is “end-to-end” fulfillment process and understanding that what happens after the sale can often take the most time to build, and build right… The first thing you need to do identify all the legacy systems and existing infrastructure and make sure that completely maps to a replicable process.
The second thing we do ismapping all of these points in the process to eachcustomer touch point. For example, on the back-end you have to think about how your processes for things like warehousing, production or billing can affect the customer experience. This, in our mind needs to be as important as the front end marketing and promotions. If a customer can’t track their order, contact anyone, or repeatedly come back to a site with no inventory, you have an issue. Doing this can really help you point out opportunities and help you avoid“gotchas” that can be overlooked until very late in the game. Here are 2 examples:
- Born out of us really looking at the end-to-end fulfillment. Order is not fulfilled unless you’ve thought of end-to-end fulfillment. You are not done once someone has put the item in the cart.Our client realized that they weren’t equipped to calculate the appropriate sales tax for every state and town.Efficiency – taking a load off of finance and accounting- A new national e-commerce channel meant additional work for Finance & Accounting- We developed a custom Magento Extension to replace existing Magento-based, zipcode tax calculation with the more complex and centralized rules AvaTax provides. Avatax also synced up with the same tax calculations their store POS systems did which helped simplify accounting.Examples of how the platform is so extensible that you can build efficiencies directly into the transaction model that make existing processes easier and more intelligent (Crumbs) Or integrate with other software you’re already using (Avalara)
Crumbs bake list exampleNeed: build efficiencies to help the bakery know exact number of ingredients for the next days orders.We developed a custom reports and workflows to calculate the ingredients required based on multiple variables - # of orders, ship date and product attributes.No waste.It allows more control over the products and builds scalability.Same experience as in the store… this can be fresh all the time and not need to have prepackaged inventory. It also meant that the orders are much faster…Everyone thinks it’s all fun picking cupcakes, but it wouldn’t be possible without this type of efficiency.
You’ll know where all the customer touch points are – and all the opportunities to use them to strengthen your brand.At the end of the operations review you have:- Identified all the external customer touch-points that drive people to your site - Outlined current processes and mapped the internal flow of activities after the sale- Inventoried existing software and integration points- Established a set of “standard operating procedures” to manage transactions that will ultimately define how you build the userexperience.
You can’t do this – build an ecommerce channel - in a vacuum. Success comes from the need to look at all of your channels to see how your customer shops across all of your other channels. Here are some quick tips as to the things that we look to when looking through the channel strategy
The big thing to note is that consumer behavior is changing rapidly… According to Forrester.Prevailing Wisdom: Consumers are Multi-Channel“If retailers want to thrive they will have to take and win the multi-channel challenge.” “eBusiness professionals must…facilitate a multi-channel strategy that addresses consumers’ expectations, focusing on their need to move between offline and online channels and their increasing mobile and social behaviors.”Forrester U.S. Online Retail Forecast 2009 - 2014U.S. online retails sales projected to grow at 10% CAGR through 2014 (Forrester Research)Growth opportunities for customized/personalized products – “design your own” I-pad as ultimate e-retail appliance
E-Commerce is the only channel that has all of these capabilities.Requiresa high-level 360 degree view of all marketing + sales activitiesE-Commerce not just another distribution channel, it’s a marketing channel (no other channel can do this) – meaning you can sell, gather information and recontact all at the same time on the customers own terms. A branded environment that might drive to a sale offline oran online interaction with a lead to be closed at a future timeAbility to track promotions and capture data across channels Ability to track customer accounts and shopping habits across channels
Strategic Thought startersDo all my customers use all my channels equally?Do my preferred customers want more personal attention and face time, or do they want more convenience to shop anywhere, anytime?Should I offer “web-only” promotions and pricing? What does that do to my inventory management plan and financial goals? How do I create a consistent brand experience when customers move between retail and online environments? What’s the best way to follow up with leads that come through my online channel?
Here is another way to think about it in a real world example. A true CMO/organization needs to think about the 4Ps.Example [S&S]: Our client does a significant amount of business through a major big-box retailer – don’t want to cannibalize that business, but need to co-exist with the brick-and-mortar channel AND the retailer’s web siteKeep the all the channels happy and balanced but keep some differentiation Include certain products on the branded website that are exclusive and not sold anywhere else Pricing: need to consider margins, profitability and value proposition for each channel In previous webinar (the “blueprint” strategy phase) we talked about making sure you’re covering these issues before you get to the buildProduct, pricing, placement, promotions
At the end of the day you need to be able to look across all of the channels and understand what are the most costly channels, leastly costly. Ecommerce is among the cheapest so maybe that affords you luxury to play with pricing. Remember: Not every sale is created equal, but every sale is a good sale.Your deliverable at the end of the channel strategy phase is an understanding of how each channel fulfills unique strategic business goals and a plan for how e-commerce delivers the ultimate unified shopping experienceAnd you are off to the races…. Different horses, different colors represent each channel, but all are trying to get to the same place – the sale.
Going deeper into the details brings you to the actual products and how you should merchandise them. We, at One Pica feel that this part of the process is the most closely linked to the brand presentation. This is the phase that links the foundation and infrastructure to the exterior. This is what drives the experience.------------------------NOPoorly managed inventory, costly deliveries and a high number of product returns can quickly turn profits into losses, yet so many companies focus on their direct sales to the virtual exclusion of fulfillment and channel connections.
“Cross merchandising is the practice of marketing, or displaying products from different categories (or store departments) together, in order to generate additional revenue, known sometimes as add-on sales, or incremental purchase. This can often be done in conjunction with customer-centric strategies, aimed at improving the overall customer experience.”- www.allbusiness.comIn our mind, there are three pillars to constructing a merchandising plan, and we consider it an interdependency rather than a linear process. In most cases, you begin with Product Inventory which informs the Merchandising Plan, which informs the IA. We find that a big deficiency or break down in the process happens because a company’s merchandising plan is decoupled from the IA and/or product inventory and thought of alone and considerations for IA aren’t reflected. We believe each pillar needs to stand on it’s own and equally inform each other.
Let’s start with how product inventory informs your merchandising plan. How you actually sell your products needs to be defined by which products are available. Seems obvious, but the details of your products should lead this question. For example:What product categories will be featured?Is it likely that product lines will extend?Will I adopt a “sales rack” strategy?
Second, how product inventory affects IA. There is a big difference between how you craft an experience to present 500 SKUs vs. 500,000. You have to ask yourself:How and what products will I have at launch? How are they related?How often will I be adding productsin the future?How many products can I show at once?
The final = How your merchandising plan affects IA and visa-versa. Understanding the following can really help you understand what priority of information you should be presenting to your customers. A couple of quick example questions:How do my customersshop?What are their decision criteria for purchasing – price vs selection vs combinations?What product information do they need before purchase?
Let’s get into a little more detail and put humanistic question to each pillar:Product Inventory: What am I selling?- List all your products and all of their attributes- The more attributes you list, the better off you are creating a targeted purchase flow now and in the long termUse pivot tables to draw conclusions as to how many products fulfill more than one criteriaIt’s not just about the product line it’s aboutwhat you have in stock – and when you have it in stock.
Merchandising: How Should I Present Items?Goals: What you should be thinking about when you display your products online- Not just selling products, building the brand- Be as precise as possible about how you display and describe your products- like IKEA price tag- Complement the selling experience with non-product information to reinforce the brand message- Consistent brand experience all the way through the entire commerce process- Create shared experiences-------------------- NO What is the typical purchase occasion? (Gifts? Holidays? Personal consumption?) How should products be grouped? What products do I want to promote? How do I call attention to them? What’s in the display window to bring them into the site/shopping experience? How is the site laid out to “manage the flow” – from the front door through the aisles to the checkoutRatings, reviews, special features and promotions
IA: How Will the Experience Affect my customers decision ? Your objective is to build a relationship and serve the customer, not push the productSite MapStarts with the products I have to sell and the way people want to shop for themShopping categories - have to be in line with your industry and your customer’s mindsetSupporting “other” contentHome page (the store window)Navigation & filteringProduct detail pages How are they most likely to search (by feature? By price? By size?) What it the most likely path from homepage to product page to check-out?-------------NO What details do customers need to know before they purchase?
If you haven’t been paying attention, you probably will now…We are showing you this because it is one of our most recent Enterprise launches:Establish the brand imageMain product categoriesConsumer-specific decision/filtering criteriaTied directly to primary sales goalsCTA – Pushing product
Filtering layered according to shopper behavior hierarchySupport content readily accessibleNot only pushing product - also providing value in the shopping experience
Merchandising in intermediate behaviors (roll-overs)You want to see what you are about to purchase before clicking – informing the customer.
Product information and product category extensive info (tabs)Padding, care instructions, and reviewsVisual clues and iconography Immediate feedback on product availability
Extended content creates further brand connections with visitorsAdditional opportunities to cross-sell and gather customer data
At the end of this phase: Content plan: is the deliverable at the end of the merchandising phase. It’s both a complete page-by-page description of all the content required to describe your products and inspire purchase, as well as all the features and calls-to-action that lead to products ending up in shopping carts. In simple terms, it describes exactly what needs to be on the page and how it fits within a branded experience… this in our mind is the precursor to the wireframes and gets everyone on the same page. What you sell and how people prefer to shop for it informs the site design & functionality (Invitationist v. Trolley Cards)** Should we have something here about the product inventory spreadsheet?
3 out of 5 are thinking about constructing it – this is where you are actually crafting the experience… This is the creative side.We aren’t goingto walk you through the design process, but rather give you a couple of quick points for success… Think about the things clients usually skip (or are sacrificed) – i.e. how to map experience to user personas (types of customers) while keeping the overall brand experience intact------------------------------- NOTechnology team is involved in strategy to determine what’s possible and what’s notGeneral process: content plan to wireframe to design – NOW YOU’RE DIFFERENTIATING AND CREATING THAT UNIQUE EXPERIENCEBuilding in analytics and metrics to measure successEXAMPLES: Crumbs 6-pack configurator and scheduling – the cupcake in the calendar, the brand detailsDESIGN DETAILS – how rollovers function, how to show color swatches
In the previous webinar, we showed you how to map the features to functionality.Understanding the capabilities of the platform – Magento “out of the box” v. custom
Brand opportunities - Look for the little details to help build the brand experience.Content plan maps out where the main brand opportunities are...
Simply gathering opinions on an object or document is market research rather than usability testing. Usability testing usually involves systematic observation under controlled conditions to determine how well people can use the product.[4]Rather than showing users a rough draft and asking, "Do you understand this?", usability testing involves watching people trying to use something for its intended purpose. For example, when testing instructions for assembling a toy, the test subjects should be given the instructions and a box of parts. Instruction phrasing, illustration quality, and the toy's design all affect the assembly process.Usability testing is a black-box testing technique. The aim is to observe people using the product to discover errors and areas of improvement. Usability testing generally involves measuring how well test subjects respond in four areas: efficiency, accuracy, recall, and emotional response. The results of the first test can be treated as a baseline or control measurement; all subsequent tests can then be compared to the baseline to indicate improvement.Performance -- How much time, and how many steps, are required for people to complete basic tasks? (For example, find something to buy, create a new account, and order the item.)Accuracy -- How many mistakes did people make? (And were they fatal or recoverable with the right information?)Recall -- How much does the person remember afterwards or after periods of non-use?Emotional response -- How does the person feel about the tasks completed? Is the person confident, stressed? Would the user recommend this system to a friend?cross-section of end users,
For the sake of time, we will skip through the development process and get to some of the main points of differentiation in the deployment phase. - Tech team in the beginning, as important as the strategy and UX teams through to the end.- Like to have at least 2-3 weeks to fully test.- Get all analytics in place and make sure you are looking 360 at your analytics. It’s not just about sales.By now you know what features you need, know what your products are…MAKE SURE THAT EVERYONE IN THE SUPPLY CHAIN IS ON BOARD, KNOWS WHAT’S COMING, KNOWS WHAT THEY NEED TO DOApprovals, testing, training – leave time to do a few dry runs (place orders, fulfill)Crumbs, SAS, How info from Magento gets into order management systems etc., who’s responsibility is it?
As we had talked in the prior webinar about bringing the technology experts into the room in the beginning, it is as important to set key points in the process to repeatedly bring usability and strategy experts back into the mix the ensure the experience is spot on.------------------------- NOInclude the technology experts at the beginningPut the merchants and the IT team in the same roomProbe for what’s desirable and what’s possibleThen send the developers out to the warehouse and the factory floorInclude them in strategy + design meetings about user experienceFully comprehend and map out the integration points you’ll need to accomplish all e-commerce objectivesLook for opportunities to bring in technology partners
One of the keys is making sure that you actually deliver on the experience – specifically let’s talk about hosting and performance. It’s critical that the 8 seconds you have to capture is not taken up by page load time. And this can be very tricky when you are dealing with traffic spikes – for example we are working on a Private Sales site, similar to RueLaLa or Gilt. So here are a few things to consider: Many people ask us about cloud based environments vs. load balanced/clustered. ImageCDN – offload the multimedia so the application servers can do what they need to do.Magento – as a resource hog. Enterprise 1.7 has made significant improvements.
Analytics can be broken up into 5 main categories:Reaching new customers How do people not only find your site but compelled to purchase?How to turn a browser into a buyer?Increasing customer loyaltyIs your offering (products and procurement) and experience the bestDo they feel they have a sense of community with you and with their colleagues?Increasing revenueCross-sells/up-sells? Did they find what they are looking for?Does your marketing campaigns target intelligently?Or as simple as: Did your customer find what they were looking for?Improve serviceDo you deal with cancellations and changes easily and effectively?Do you offer enough flexibility in payment options?Improve customer communicationIs your communication personal, targeted, relevant and timely?Does your customer communicate with other customers? Do they share successes, ideas and comments?Mobile?------------------------ NOSome of the keys to what we measure:Path to purchase/CTAs, EventsSegmentation = matching directly against your customers that you defined in the strategy phase.Sales funnel, Social, MobileOrder – SKU, # of items
Now that you understand the process, this is the way we approach it and deliver on it.We go deeper = It’s part of our DNA to immerse ourselves into our client’s, not only to be able to provide the utmost expert guidance, but to build a truly long-term trusting relationship.Strategic /Creative Brand – Brand first – positioning and messaging and how the customer experience effects the brand at every touchpoint.Complete Control – We feel that it is extremely important to educate and give our clients complete control over their business and have an extremely tight procedural model that allows us to do this.Technology – With SaaS we have noticed the trend that each department uses it’s own technology and it breaks up companies, and with openness and APIs, we feel strategic integration is key. This goes for e-commerce as well.-------------- NO Founded in 2002Began as a design firm, but quickly realized that it’s not enough to look at just the front of the houseExpanded our vision to look at the people, platforms and processes that link every part of the company, internally and externallyWe’re not an IT firm, but we look for every possible technical application to support a better customer experienceWe find tools and partners to solve specific challenges across the entire value chain
Enterprise allows us to deliver on our total company approach SLA with Varien – they’re sharing responsibility for fixing bugs, full support for the end client (outside of the agency relationship) – protects your interests and investment And we can take advantage of the community and collective wisdom to get any answers we need as quickly as possible Other systems lock you in to proprietary feature sets – having access to the OS code is the key to knowing what’s possible and what’s not – so we can handle virtually any challenge or situation even if we have to build the right answer ourselvesReward Points – This is probably the biggest feature add to 1.7 in our mind. It allows you to associate rewards to specific actions customers take on the ecommerce site. So for example you can reward customers for purchases, reviews, or even more creative rewards for social interactions through Facebook Connect.
Join us for the next webinar:“E-Commerce Advantage: Stay One Step Ahead”External marketing tactics + promotional strategiesBuild profitable communities by linking traditional, online and social media through your ecommerce channelLeverage Magento’s Rich Merchandising Suite and other third-party applications to increase up-sells & cross-sells and drive sales.AnalyticsWe’re happy to take your questions