Online Strategies Fro Retailers 1.0

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AGENTS OF CHANGE Living and loving the communication revolution.

Rhys Hayes

Retail Strategies

The Newspaper Business

Me Devices Content Aggregators

Content Creators

What can we learn from their mistakes?

Your Retail Store Front

Your Digital Store Front

Your competitors

Can you spot the difference?

Standard retail offer

Compare and review

The very latest, first!

Massive savings

Special needs

Me Ways to buy

ProductAggregators

Product Manufacturers

Your Digital Store FrontYour competitors

How can we differentiate and create value in a world filled with choice?

Four Steps Getting on the right track

You’ve got to be there Get your products online and indexed

Step One (of Four)

1. Power your online product database with your core inventory/product management system.

2. Get your product data and content up to scratch (images, descriptions)

3. At all costs put a price on it

4. Meta data (learn to worship it)

Get the right foundations: Well supported, well adopted software platforms

Step Two (of Four):

Getting the right mix:

1. Don’t go with the agencies proprietary CMS

2. Open source or .Net - its your call.

3. Make sure it has a well supported developer community....

4. Make sure plenty of other people are using it

5. Integration: the API is the key...

Follow the rules: Attract, engage, convert, retain

Step Three (of Four)

Follows the rules: Attract

-Social media strategy

- Display advertising media buy

- Search strategy (SEM, SEO)

- Integrating your offline / traditional strategy

- Enabling your retained evangelists

- Partnership

Step Three (of Four)

- Give me what I want! and then some!

- It all starts with great products

- Then great shopping tools

- Then great community tools

- Then continuos improvement

(you’ll find the answers to your continuous improvement strategy in your analytics data)

Follows the rules: Engage

Step Three (of Four)

- Worship thy conversion funnel

- Analyse, track and constantly improve

Follows the rules: Convert

Step Three (of Four)

- If a bird in the hand is worth two in the bush, then a qualified customer on your CRM is worth 10 that aren’t

- Build a community around the brand by enabling your product evangelists

- Build a communications strategy around personalisation

Follows the rules: Retain

Step Three (of Four)

Now differentiate: It’s time to deliver on the brand promise

“Mighty Helpful”

“eee-easy”“lowest prices guaranteed”

“No other store”“Service, advice and the right price”

“pay less, pay cash”

“.... is MY store”

Step Four (of Four)

1. You’ve got to be there: Get your products online and indexed

2. Get the right foundations: Well supported, well adopted software platforms

3. Follows the rules: Attract, engage, convert retain

4. Now differentiate: It’s time to deliver on the brand promise

The Four Key Steps: