eRetail 2011 - Steve Emecz - Venda

The worlds largest enterprise SaaSon-demand eCommerce platform provider

Key growth tactics in 2010 from some of our leadingmerchant partners

Come and talk to us on the Virtual Affairs Information Desk

Draft Version 8-3-11 © Venda 2011

We will cover five of the ways to grow revenues:

More TrafficIncrease Conversion

Increase Average Order ValueIncrease Range(s)

Add new territories

Steve Emecz, Business Development Director, [email protected]

A selection of customers on the Venda platform

For today we’ll select 3 very different retailers

Clothing at Tesco is the new value clothing offering from Tesco, Europe’s 3rd largest retailer (around 2,500 stores)

Online only seller of DVDs and Books from BBC Programs.

Luxury shoes retailer with stores worldwide

(10 in the UK)

Step 1 - Optimise Your Budget

“ Most ecommerce operations spend nearly 80% of resources, people,

budget and time simply maintaining site functionality ” AMR Research

Merchandising, Marketing & Experience Innovation

80%

On Premise SaaS

eCommerce Effort Allocation

“Dial tone” Platform

Functionality

• Better site experiences

• Rich internet applications

• Launch new brands

• Range extension

• Expand internationally

• Implement new merchandising techniques

• More resources applied to custom innovation

• More resources to exploring emerging practices

Merchandising, Marketing & Experience Innovation

20%

SAVECOST

GENERATEGROWTH

Network & Data

License & Maintenance

Training and Education

Hardware & OS Platform

Security

New Functionality

Release management

Supplier Management

Step 2 - Something all merchants [should] do

Product content distribution

• Search engine shopping databases – e.g. Google Merchant Centre

• Price comparison websites – e.g. Shopping.com

• Auction platforms – e.g. ebay

• Affiliate Networks – e.g. commission junction

For many of our merchants 3rd party traffic represents more than

50% of their new website traffic.

Electronic discount codes

– on-site

Where possible use A-B testing on codes or ideally display many variants using mutli-variant testing [MVT]

Discount codes can be used extensively with targeted email

Tesco Increase Conversion


Manual merchandising

Accessories

Alternatives

Cross-sells and up-sells

etc


Behavioural merchandising

Stunning automatic solution takes information from click, search, order history, search and several other data points to merchandise complimentary products in real time……

Tesco Increase Average Order Value

Behavioural merchandising

Merchandising panel also on the shopping basket – business rules can control things like category and price…

Panels can also be used on categories, search results, confirmation pages, landing pages, email etc etc

The numbers [case study available]

By using behavioural merchandising, Wilkinson Plus (general retailer with physical stores and online) had this effect;

Conversion rate increase of 22.9%

Average order value increase of 16%

Tesco Increase Ranges

Engraving

Tesco were able to pilot this new service for school uniforms via their website quickly and efficiently

Tesco Increase Average Order Value

Integration with loyalty scheme – customers can redeem their ‘Clubcard’ vouchers against their shopping.

Tesco Increase Traffic

Social Media

Facebook

Twitter

Cross-media example……

A 'Facebook sale' that was announced on GMTV, where a special code was submitted to all those that had become 'friends' on Facebook for a timed sale. They managed to recruit over 25,000 to the Facebook group, and the resultant sale saw a high uplift in revenue.

Jimmy Choo Increase Traffic

Adword specific landing pages – e.g UGG range

Jimmy Choo Increase Conversion

High-resolution photography with six or eight shots per shoe enabling rotation of the shoe.


Email for availability from the stores

Also possible to book an appointment at one of the stores

Jimmy Choo Increase Traffic

Social Media

Twitter

@CatchaChoo

Followers can win a pair of Jimmy Choos.

Celebrity watch posting who is wearing their shoes.


Video

Using flash merchandising, the customers can buy directly from the video.


By using flash merchandising and advanced SEO Heals (homewares retailer) has had the following effects;

Revenues doubling year-on-year

Average order value increase of 60%

BBC Increase Conversion

Pre-orders


Free delivery threshold

Shown at basket, but also through the site


Additional payment types at basket

PayPal

Cash

Gift Cards

Etc.

BBC Capture customer emails

BBC has built up an amazing email database

Elements easy to move around the page using the Venda control panel to see which position works the best

BBC Increase conversion

Customer confidence – useful for new to the web customer segments - e.g. 60+ shoppers

Convince new customers online shopping is safe

A few more customer examples….

BooHoo Increase Conversion

Product Video

Virtually all dresses etc have a catwalk video.

Republic Increase Conversion

Customer behaviour tracked on the site

Those that don’t purchase are targeted with adverts that

are specific to their behaviour on the website when they

visit unrelated sites like flixter, msn, yahoo mail etc.

Behavioural Retargeting

Hundreds of thousands of incremental sales per month


By using behavioural retargeting, Republic had this effect;

Return-conversion rate increase of 242%

Cotton Traders Increase Conversion

Up-front promotion codes

Customer enters promotion code at the beginning not the end of shopping.

Savings dynamically displayed as they shop

Lower basket abandonment rate

Wickes Increase Conversion

Extensive support content

Video ‘how to’ guides

e.g. laying flooring

Reviews

News Feeds

Extensive support content

Video ‘how to’ guides

e.g. laying flooring

Reviews

News Feeds

Best Practice Sharing

At Venda, we believe that interaction between our customers is the best way for knowledge sharing

Online communities

Linkedin group for eCommerce and marketing managers

Google community for developers

Regular training and webinars

Customer workshops every few months enabling customers to talk to each other face-to-face

Design Flexibility

Venda’s design layer is separate from the functional layer – so design is extremely flexible

Hundreds of functionalities to pick from

Being an on-demand SaaS platform we have been adding new capabilities for over 10 years

When we add functionalities (we have 10 upgrades a year included in the monthly license) all customers can take them if they want to.

And many more………………………

Total site control

Extensive search capabilities

Behavioural driven merchandising

Strong International capabilities

Image management

Robust promotions engine

eGift certificates

Cross & up selling

International

Dynamic navigation

Product spotlights

Featured categories

Auto best sellers

Product bundling

Flash merchandising

SEO compliance

Feed commerce manager

eBay integration

Paypal integration

Call Centre module

In store kiosks

The Netherlands and beyond………

Venda has partnered with a world class agency here in Netherlands – Virtual Affairs.

The combination of the world’s largest on-demand eCommerce provider and local expertise.

Questions?

Visit us at Stand A055

Thank you, Steve Emecz, Venda

eRetail 2011 - Steve Emecz - Venda

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