HYPER ISLAND LECTURE!e Role of Agencies in the Development Phase of Ecommerce2012/10/12

HI LECTURE / 2012-10-12

AGENDA✓Introduction✓!e Different Agents in a Ecommerce Development Project✓Strategic Agency✓Tech Agency✓Creative Agency

✓!e Different Stages in the Process of Development✓Tech Agency✓Creative Agency✓Case: Frank Dandy✓Key Learnings

✓What are the Most Important !ings to Include in a Pre-Study✓!e scope of the Ecommerce Project✓Basic Feature Requirements✓Additional Feature Requirements✓Integrations

✓Q & A✓Work Shop

HI LECTURE / 2012-10-12

With a focus on E-commerce Beyond Retail offers services in three core areas:

   

Looking for new talents in the ecommerce sector? !ere is a good chance that you will #nd them in our network and we can help you assess their special skills.

On behalf of brands and retail companies we help manage their e-commerce business. As a part - or full time assignment.

We are using our extensive experience within the area of ecommerce to help other companies to start & develop their ecommerce business.

Strategy & Project Management

Ecommerce Management

Recruitment & Staffing

BEYOND RETAIL“We help successful brands and retail companies to start, manage & develop ecommerce”

HI LECTURE / 2012-10-12

HI LECTURE / 2012-10-12

THE DIFFERENT AGENCIESSTRATEGIC AGENCIES (e.g. Beyond Retail)TECHNOLOGICAL AGENCIES (e.g. Tictail, Hybris, Enferno, Jetshop, Textalk, Vaimo, Starrepublic, Brightstep) CREATIVE AGENCIES (Oakwood, Panagora, Cloud nine, Syrup)

HI LECTURE / 2012-10-12

STRATEGIC AGENCY

Business Strategist

Project Manager

CEO

Developers &Technical specialist

Business Analyst

Creatives & Designers Copywriters

HI LECTURE / 2012-10-12

TECH-AGENCY (usually a platform provider)

Sales (Account Manager)

Project Manager CEO

Developer Support (Developer)

Marketing, Accounting etc.

HI LECTURE / 2012-10-12

TYPICAL PROCESS: TECH AGENCY

Speci#cation of requirements Learning Design Deployment of

the platform

Content Creation & Data import

Project Managment

Training Support

TestingImplementation

of Design

LAUNCH

STRATEGIC AGENCYOR IN-HOUSE

TECH AGENCY

CREATIVE AGENCY

Bene#ts:Quicker deployment time. A more reliable setup if the requirements on the technological solution are more extensive and complex.

Risks:!at the shopping experience and branding is lacking and ultimately leading to a lack of sales and brand image.

HI LECTURE / 2012-10-12

CREATIVE AGENCY

Creative Director

Project Manager

CEO

Developer

Art Director Designer

Marketing, Accounting etc.

HI LECTURE / 2012-10-12

TYPICAL PROCESS: CREATIVE AGENCY

Pre-Study Ideation & Conceptualization

Prototype:Structure & Wireframes

Art DirectionLook & Feel

Template Design

Front End Development

Design Implementation

& Back End

Development

Content Creation & Data import

Project Managment

Training Support

STRATEGIC AGENCY OR IN-HOUSETECH AGENCYCREATIVE AGENCY

Bene#ts:More focus on the front-end and the actual customer shopping experience. Focus on a coherent brand strategy and look.

Risks:May take longer and produce a less satisfactory result if the tech and creative #rm have problems communicating what is actually possible given the technical setup.

HI LECTURE / 2012-10-12

KEY LEARNINGS✓Your scope dictates the needs and requirements from a platform. Do not choose platform #rst and then set the scope. You will risk #nding yourself limited by the platform and having to alter the scope (or platform).

✓Project Management is difficult

✓Developers and Creatives often speak different languages

✓Everything will take longer than you think

✓Everything will probably also be more expensive

✓Eveything will most likely also be more complex than you think at the outset.

HI LECTURE / 2012-10-12

Questions you need to ask yourselves BEFORE you get started

What is the scope of your ecom project?✓Why ecommerce? ✓Describe your primary purpose with ecommerce? ✓What position do you aim for in the marketplace? ✓Whats your vision with ecommerce?✓What ROI do you expect?

✓Who is the customer?✓What will you be selling?✓How will you market yourselves?✓How will you engage your customers?✓How will the customers pay you?✓What kind of support will you offer?✓Which supporting systems will you need? ✓What will your organization look like?

Does your platform of choice support the scope that you have set for your ecommerce project?✓Does it have all the basic features that you need today?✓Does your platform of choice support growth and scaling up? (and the features that you may need tomorrow?)✓Will it support building an excellent front end?✓Will it support working intensively with sales (and marketing) ?✓Does it have the ownership setup that suits you?

HI LECTURE / 2012-10-12

BASIC FEATURES LISTMarketing & Promotions ToolsSite ManagementCatalog ManagementCatalog BrowsingProduct BrowsingStore SearchCheckout, Payment and ShippingOrder ManagementCustomer AccountsCustomer ServiceAnalytics and ReportingSEO

HI LECTURE / 2012-10-12

ADDITIONAL ECOM FEATURES LISTSegmentation and PersonalizationMobile CommerceSocial CommerceMultichannelPrivate SalesGifting OptionsRewards Points and Store Credits (Loyalty Systems)Administration Permission Roles and PoliciesSubscriptionsB2B capabilitiesInternationalization and multisite management

HI LECTURE / 2012-10-12

What supporting systems do you need and what needs to be integrated?

"Promised land of three-letter-acronyms!"

PSP (Payment Service Providers)ERP (Enterprice Resource Planning system)Statistics software e.g. AnalyticsPIM (Product Information Management)CMS (Content Management System)CRM (Customer Relationship Management) + CES (Customer Engagement Services)WMS (Warehouse Management Systems)

HI LECTURE / 2012-10-12

Q & A

HI LECTURE / 2012-10-12

WORK SHOP QUESTIONSWhat agency setup would you suggest for your client?

How many hours would you budget for the development of ecommerce?How much do you think an hour costs?

What platform would you suggest for your client? and why?What ownership model would you suggest for your client? and why?What do you think the platform will cost per year?

What new eCommerce capabilities would you suggest that your client add?Which integrations do you think will be the most important? Companies for the WS

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