View
342
Download
3
Category
Preview:
DESCRIPTION
Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου e-Business World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο Divani Caravel στην Αθήνα.
Citation preview
Let’s turn back the clock
He knew when you walked in the door it had been 6 months since you bought those light bulbs and he up sold some batteries
She knew when your Gran walked in the door that she was
after her winter tights and she sold her some winter gloves
The job of key landing pages on a website are to correlate with the users experience of shopping offline
The Home Page
Page Objective:
• Same as a shop window
• To Engage
• To entice me to enter the shop
“Isn’t it just like walking by a store window in a shopping centre?”
The Home Page
Tactical Objectives:
• New visitors (Attract/Entice):
• Hot sellers
• Most popular
• Promos etc
• Returning Visitors (Remind/Update):
• Recently viewed & Related to your past interests
• New Products“Isn’t it just like walking by a store
window in a shopping centre?”
Inspiration Through Curation…
8
Dynamic Merchandising and Personalisation solutions can help to deliver this experience
How these solutions work
Real-Time Optimisation
Business Drivers & Best Practices
Merchandising Rules
Historical
• Browsing History• Past Purchases• User Preferences• Demographics• Ratings & Reviews
Catalog
• Product Attributes• Content Attributes• Customer
Attributes
Real-time
• Current Session Behavior
• Site Context• Referring Site• Geo-Location• Time of Day
Multi-Algorithm Optimization
Targeted Content
Mobile
Contact Center
InStore
Web
A few examples…
Confidential
Home page
• Dynamic box title change to show your ‘Recently Viewed Items’
Confidential
Combined Strategies
• Maximize strategies and content on high engagement pages
Product Detail Page: Quick Shop
• Hover feature• See price & offer - SHOP
• Without extra clicks
Confidential
Shopping Cart
• Promote products for free shipping and cross sell opportunities
One big weakness across the board = The lack of segmented and personalised emails
Really?
Key success factor = Guarantees and calls to action
19
Scarcity and guarantees always drive sales
Kiddicare
Key success factor = Visual merchandising
If I can’t see it properly, how do you expect me to buy it?
A shot to sell lingerie!
Now for something truly titillating
23
Myla’s old model selection
She is way too skinny and too pale…Almost anorexic. It is a put off for a lot of customers.
Competitor’s Model Choice
Healthy, curvy, voluptious and olive/dark skinned models sell lingerie(Agent Provocateur, Boux Avenue and M & S)
Myla’s recent model selection
26
More voluptuous models led to a conversion increase of 20%+
27
Hmmm
Models v flats/ Mannequins.
Women’s – In my experience, model shots sell through is between 5% & 20% better than flats/mannequinsThe benefits vary by product type: • Dresses, trousers, jeans the best• Skirts, tailoring, coats, underwear all benefit from model shots• Increases sales and decreases returns
Men’s – overall flats/mannequins perform better• Except jeans, trousers, and underwear
ROI• Each garment costs 30% - 40% more to shoot on a model than on
a mannequin (model, hair and make up, stylist)
Scale and length looks different across products very hard to discern difference with no model
ASOS go to great lengths to ensure consistency of shot.
Belly buttons aligned so that customer can easily guage positioning fit/length of product
Austin Reed £55 George @ Asda - £4 jeans
Fit hard to decipher
Fit not hard to decipher
Net a Porter £1500 +
Similar length on product listing Big difference in length on roll over
Image Size
35
Online visual merchandising has to convey the product detail and brand values of quality to the customer…there is no sales assistant to do this!Therefore image size is critical to this
How big are these toasters?
37
A 4 slice toaster….really?
38
But sometimes size isn’t everything
39
Lighting and styling is hugely important
40
Impossible to make out any detail and no product description to support features
41
Where’s the pleat?
42
Key Success Factor = Internationalisation
You know we like to colonise…we’re now doing so online
However…we don’t always get it right
• 40% of shoppers in the EU now use the internet to buy goods and services
• Within the next five years cross-border trade is expected to account for 20% of all ecommerce
(Retail Week, Sep 12)
What’s happening now in terms of strategy and approach?
6 strategies in play
1. Do nothing: Don’t allow anyone to buy from overseas
2. Standardisation: Switch on the buy button only3. Adaptation: Localise some aspects4. Localisation: Fully localise the customer proposition
online5. Multi channel market entry: Lead with online, open
stores6. Lead with stores: Then localise online
1. Do nothing
2. They’ve switched on the buy button, but that’s all
3. Adaptation = localise some aspects
Adaptation is pretty half-hearted…language is still English
Currency is the only thing to have visibly changed
4. Then there’s “the full monty”
Local language, payment, currency, customer service
Hey, the World speak’s English!
No they don’t…‘Wieviel kostet das?’
Why is it so important to give foreign nationals a local language site?
Cross border sales are growing...but localised propositions work best
5. Web then stores
6. Stores then localised web
Is it worth doing?
You better believe it!
3 jumbos a week to Australia£1.25m-£1.5m a week
I know you’ve not always been friends…
Half of the population is under 30…and they like fashion
Key Success Factor = Are you a Social or anti social brand?
Key Success Factor = Are you a Social or anti social brand?
Social Proof
Key Success Factor = Mobile
We are‘shopping on the go’
119
Mobile is redefining how consumers shop
120
Mobile isn’t going to be a game changer…It has already changed the game!
Schuh will take 50%+ of all online sales through mobile by the end of 2013
Recommended