How to Develop your eCommerce Strategy The 3 verticals of strategy: 1 - The Offering: What? 2 - The Experience: How? 3 - Marketing Channel: To Whom and Where? Newest strategies, leading companies and useful tips. Enjoy, Elad

1. How to Develop Your
eCommerce Strategy
Elad Goldenberg

2. The 3 Verticals of eCommerce Strategy 2
The 3 Verticals of eCommerce Strategy
The
Offering
The
Experience
Marketing
Channels

3. The offering 3
The Offering
Can you translate
your offline
experience to
online?
2.
Who is your
target
audience?
3.
What do you do and
does it worth selling
it online?
1.

4. Bricks & Clicks 4
The Offering
1. Bricks & Clicks - Integration of Offline & Online presences

5. Immaterial going physical 5
The Offering
2. Immaterial going physical

6. Mass Customization 6
The Offering
3. Mass Customization
Individualized products based on buyer’s choice of
aesthetic, functional or contextual components

7. The Experience 7
The Experience
Clear and consistent experience serves to:
Build trust &
confidence
1.
Put products
in front of
customer
3.
Provide
information
and context
2.
Make purchasing
as easy as possible
4.

8. Key components of eCommerce purchasing process 8
Key components of eCommerce purchasing process
View item
page
Registration
Shopping
Shipping
Add items
to cart
Up-sell /
Cross-sell
Billing Confirmation
Review
order

9. 9
The average shopping
cart abandonment rate
65%

10. Face-to-face
interaction
Loyalty
In-store
AtmosphereNon verbal
communication
Inventory display
Branding
Touch, feel
and try the
product
Personal
attention
Purchasing confidence
Waiting in line

11. Why web buyers abandon shopping carts? 11
Why web buyers abandon shopping carts?
High
shipping
cost
44%
Wanted
to save
products
for later
24%
Not ready
to
purchase
41%
Website
too slow
11%
Not enough
payment
options
7%High
product
price
25%
Spam with
offers
6%

12. The Experience - Delivery 12
The Experience - Delivery
Knowing the delivery time
estimate - key factor
in shopping decision
making
42% of online shoppers
have abandoned their shopping
cart because of delivery dates
2/3 people
Choose the most economical
shipping option most of the
time delivery dates
60% of the US
consumers expect to
see the availability of
2-3 days delivery

13. The Experience - Shipping and Returns 13
The Experience - Shipping and Returns
63% of online buyers look at the retailer’s return
policy before making a purchase
Importance of
tracking number
24/7 human response
is appreciated
more than 50% of the shoppers tell a friend when
receiving their product when expected & as described

14. The Experience - Personalization 14
The Experience - Translating offline to online
✦ Contextual visualization -
Augmented Reality
Solving ‘real-life’ problems

15. The Experience - Personalization 15
The Experience - Personalization
The use of technology in ways to better understand the
individual and mimic face-to-face interaction
✦ Active vs. passive
✦ Crowd wisdom -
‘most’, ‘people who’
✦ Searchandising
✦ Up-sell / cross-sell

16. The Experience - Personalization 16
The Experience - Content
Provide an added value to your customers and learn how
to convert to business
✦ Persistency
✦ Expected and surprising
✦ Freshness
✦ FAQ
✦ Edutainment
✦Newsletters and e-Zines
✦ Free or paid
✦ Turning selling place into
a discussion zone
✦ Be an advisor

17. Marketing Channels 17
Marketing Channels
Leveraging your offering and experience to the right
customers at the right place
What is the right
brand strategy for
your company?
1. 2. How to drive
traffic to your
store?
3.
How to choose
the right
channel?

18. Single brand vs. Marketplace 18
Marketing Channels
1. Single brand vs. Marketplace

19. Drive traffic 19
Marketing Channels
2. Drive traffic
✦ SEO
✦ SEM
✦ Ad campaigns
✦ Shopping comparison
✦ Blogs & product reviews
✦ Affiliation networks

20. Where’s the traffic coming from? 20
Where’s the traffic coming from?
71.2%
13.6%
9.6%
1.7%
$105
2.6% 2.4%
$104
$100
1.4% 1.2%
$102 $121
0.5%
Average
conversion rate
Average
order value

21. Drive traffic 21
Marketing Channels
2. Drive traffic - Offline to Online

22. Make it social 22
Marketing Channels
3. Make it social

23. Make it social 23
Marketing Channels
3. Make it social - It’s all about sharing

24. Make it social 24
Marketing Channels
3. Make it social - Social Merchandising

25. Make it mobile 25
Marketing Channels
4. Make it mobile
By 2014, mobile internet usage
will exceed desktop usage
By 2020 there will
be 10 billion mobile
connected devices
2010 2011 2012 2013 2014 2015
$31.0
$23.7
$17.2
$11.6
$6.7
$3.5
US m-commerce Sales,
2010 - 2015
Sales stemming from mobile devices
accounted for only $3.5 billion in 2010
but are projected to grow to $31 billion in 20

26. Geo-location 26
Marketing Channels
5. Geo-location - where we are and what’s around us

27. Emerging channels 27
Marketing Channels
6. Emerging channels - Flash-sales & coupons

28. Emerging channels 28
Marketing Channels
6. Emerging channels - Personal subscription

29. Emerging channels 29
Marketing Channels
6. Emerging channels - Collaborative consumption

30. 30
Thank You!
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Elad Goldenberg