Scalable Trading Online
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Transcript of Scalable Trading Online
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Functionality essentials with your eCommerce platform for UK and cross-border growth
SCALABLE TRADING ONLINE
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• The eCommerce market in 2015 – Platforms, Trends and Market Drivers
• Required capabilities – What do you need to compete successfully online
• Cross Border commerce – Why it’s exciting and what do you need to consider
WHAT WE’LL COVER TODAY
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The eCommerce market 2015 - Platforms, Trends and Market Drivers
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Platform options you typically will see
• Functional Commerce market options• B2C, B2B, B2B2C, Omni-channel, Call-centre, Mobile, Order Management, MDM
• Technical foundation languages• Java / .NET / PHP
• Commercial Approaches to deliver an eCommerce solution • Software License Purchase / PAYG / SaaS / Gross Merchant Value (Revenue Share)
• Deployment Architecture / Operations• You Host / Managed Service (Multi-tenant or Dedicated) / PaaS / Virtual Environment
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Gartner Digital Commerce Magic Quadrant 2014 Forrester Wave B2C Commerce Q1 2015
The Enterprise eCommerce platform landscape for the Analysts
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Selling through your eCommerce platform it’s not just a website to create
Pages
ImagesCustomer Journeys
ContentManagement
Reporting
Fulfillment & Order Management
Promotions
Custom Tooling Merchandising
Payments
Segmentation & PersonalisationReturns &
Exchanges
Channel Management
Back End business systems –ERP, Warehouse, Finance etc.
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Business constraints and platform issues the market talks about
• Lack of basic / commodity features– search, browse, category hierarchy/mapping
• Inflexible – difficult to manipulate templates and layouts
• Expensive to develop / keep the lights on
• Project delivery poor – poor scoping and late delivery of development
• Lack of reporting
• Cannot extract data without project request through support or development
• Problems with checkout that cannot be identified or resolved
• No roadmap for international markets, very ad-hoc in approach
• Additional channels time consuming and expensive to build
and run
• No economies of scale from other retailer developments
• Lack of resources for project delivery
• No visionary roadmap
• Difficult to integrate to – cannot work well with 3rd parties
• No API capability for plug ins
• Drains resource and time internally due to effort around management
• Business users and internal teams are not empowered to control sites
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So what are todays major drivers?
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Drivers from the market research being carried out in UK Retail
• Deloitte’s – Digital in UK Retail 2015
• 2015 will see +15% of UK spend online
• 20% Market Growth online, but 1/3rd of spend influenced online - £100billion
• Customer Experience is the key differentiator
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Drivers from the market research being carried out in UK Retail
• Adobe Digital Intelligence Survey Q1 2015 – Customer differentiation survey
• 44% - Customer Service/ Customer Experience – make online rewarding, reliable,
trusted and fun
• 28% - Product or Service Quality
• Price - …what do we think as a %?
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Drivers from the market research being carried out in UK Retail
• Technology related challenges in eCommerce – Technology for eCommerce 2015
• 44% - Integration with legacy systems
• 40% - Personalised shopping experience
• 36% - Engagement across multiple devices
• 33% - Investment requirements
• 17% - International
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Platform capabilities – What do you need to compete successfully online
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Leverage of the 4 Pillars for Customer Engagement using the platform
Search/Navigation
Guided Selling
Reviews & Ratings
Behavioural Targeting
Social Content
Newsletter
Vouchers/Promotions
Loyality Programs
My Account
Personalisation
Cross-sell, Up-sell
Recommendations
Easy payment/
checkout
Promotions
Search Engine friendly
Affiliate Marketing
Forums
Online Marketing,
Tell a friend,
Wish-lists,
Gift Certificates
ReachBrowse or
Find
ConvertRetain
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Deliver multiple types of Product Information
Rich product presentation
Product description
Product features
User-generated content
Product videos
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Leveraging Content Management for a rich site
• Product reviews are key in purchase decision for consumers (76% relevance) – Provide an implicit customer reference
• Inexpensive and valuable content
• Search engine optimization uplift through more relevance
• Sustaining a positive relationship with customers
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While integrating a Social dialogue using Reviews and Communities
Manage multiple sites
Reuse storefront components
Easily create landing page
Edit pages live in-place
Integrated from eCommerce
Pop-up editor
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Animating your site using Rich Media
Engaging user interaction
Increased customer attention
Improved brand communication
Ready-to-use components and RIA templates
Content Caroussel
Flash Component
Manage Flash and Carousel Component via hybris WCMS Cockpit
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Animating your site using Rich Media
Engaging user interaction
Increased customer attention
Improved brand communication
Ready-to-use components and templates
Content Caroussel
Flash Component
Manage Flash and Carousel Component using the Web Content Management services
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Search and Navigation for Best-in-Class Merchandising
Increase online sales using relevant, quick search
Enable faceted navigation through large catalogs
Simplify search with result refinement
Increase conversion rates via improved usability
Expose long-tail catalogues effectively
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Personalised journeys: Self-Segmentation and profiling
Customer profile
Preferences
Wish/gift lists
Session profile
Social networks
influ
ence
s
Targeting rules
upda
te
Recommendations
Promotions
Site versioning
Customized content and products
Personalized email
Date of birth/age/countryBought a product from a category xCreated product reviews Facebook profile information…
Search termsProducts/content viewedShopping cart (value, products)………
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A/B or MVT Testing for Content Intelligence
Optimize your store based on real data
Optimize content, landing pages, store navigation, etc.
Generate revenue uplift and improved conversion
Track results based on customer response
Testing
Response tracking
Logicaldecisions
Each group is shown a different version of a page
A B
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Integrated Cross-Channel Ordering
Warehouse integration
Product availability
Store locations
Shop details
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Cross Border is then the challenge……
Different
• Pricing
• VAT
• Languages
• Lead time
• Shipping fees
• Campaigns
• Sales periods
Identical
• Product content
• Product Images
• Product description
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Cross Border commerce – Why it’s exciting and what do you need to consider
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Customers these days shop cross-border …
Source: DHL Global Mail
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The motivations by market are radically different
Source: DHL Global Mail
Consumers order abroad mainly because of product availability and lower prices …
… but in emerging markets, consumers also shop abroad for quality and safety
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A good opportunity for you to engage
Over 1 Billion shoppers worldwide
Over $1.5 trillion global market size
Over 60% growth in
China
More than 34 million
cross-border shoppers in
the US
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Build to make customers feel “at home”You can sell to Swedenin £ Sterling …
... but how would you feel shopping in Swedish Kr? ... or in Chinese Yuan?
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With an understanding of how markets buyYou can simply convert the price to Swedish Kr …
... or even better - adjust the price to the local market standard
Local currency pricing is a key driver for successful conversion
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Shipping costs need to make sense, without hidden costsExpress option only …
Would you be willing to
buy?
Data shows over 25% uplift in cross-border conversion when multiple shipping options at attractive prices are offered
Better chances you would buy?
Multiple shipping options
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• Payment options and multiple currencies (processing, hedging, rounding...)
• Shipping - Costs and Transit Times eg. Russia or China
• Management of Exchanges, Returns
• Avoid “nasty surprises”• Local duties & taxes calculation• Cross-border transaction and conversion fees
• Management of your Catalogue – How do you set it up
What are the big focus points then for International
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