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A brief intro…
EziBuy is an omni-channel retailer of fashion and home décor.
• 3m orders processed per annum• 1000 staff• Next day delivery NZ/2 day AU• Sells to 35-55 year old females • Use catalogues (4bn pages) to drive sales
A brief intro…
Direct selling has been at the core for EziBuy even from humble retail beginnings…
Evolution of EziBuy
Retail
Catalogue
Multi Channel
Omni Channel
So what drives success…
Customer Base
• RetentionThe most important customer metricMost profitable component of the base
• Acquisition Cost per lead/acquisition and conversion rates by channel and media type3 orders to consider customer active
• Reactivation Cost effective marketing in your own base
Customer Base
Promotional OutcomesChannel preference
Monetary clusterMarkdown product
Product & brand affiliation
The Metrics (RFM)
Frequency of purchaseTime since last order
Average order valueAnnual customer spendAverage selling priceItems per sale
Check out www.multichannelmerchant.com
Technology
Retail Systems Insights and Reporting Systems
Finance Systems
Marketing Systems
Call Centre Systems
Payment Systems
Human Resource Systems
E-Commerce Systems
Merchandising Systems
Supply Chain Systems
Warehouse Management Systems
Retail MiddlewareEnabler
SAP
SAP IDOCS
Deskbank
DPS
SCC
SSAIP
Warehouse Management System
Maxshop Website
BSMOne Form Wonder
Enabler Customer Change Gateway
Enabler Back Office
HOSFile Spilter
Enabler Portal
Enabler POS
PAF
Returns
Plato
Smartmail
Enable Customer Balance Import
SAP BW
Stocktake Mediation Application
Right Address
Customer Attributes
Max Web Gateway
Price Planning
Tool
SAP Pi
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Enabler Services
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EziBuy WebsiteFredHopper
Web Extractor
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Data Liberator
Microstrategy
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Paypal
Giftcard
Bank Systems
Westpac Banking Systems
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GoDataFeed
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SAP ECC6
Payglobalconstitutes constitutes
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SAP Order Furfillment
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CCE
Avaya Phone System
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WEP CRM
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Responsyscommunicates with
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SAP Master Data
WEP Services
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Payment Gateway
Sweetdeals Staff Portal
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DC Printing
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Pick Director
Route Director
IDS Live Chat
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IP Phonescommunicates with
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EziBuy Product Current Prices
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EziBuy Web Gateway
Design Master
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SAP BAPI
Manifest
Forte
EziBuy APINext Systemscommunicates with
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Notifications
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SAP Financials
SAP Retail
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People Counters
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Technology
• E-com is technology – get used to spending money on this stuff
• There is no one stop enterprise solution - balance development vs off the shelf
• Be clear on the objectives of systems and ensure speed to market is not compromised
• Omni-channel customers won’t tolerate a lack of CRM
Supply Chain
• Faster and cheaper convenience is our motto• Speed of delivery is being seen as a local way
to combat international players• Free delivery remains a global challenge
Returns
• Best practice is simplicity for customer• Speed of service is key • Customers who don’t return have a higher risk
of churn
Customer Service
• Culture of serviceWe never let the customer down
• Proactive and upfront issue management
• Direct contact increases engagement
Product
• Proprietary Brands provide the base• International brands supported via Dropship
Insights
• We have a team of 5 analysts focused on delivering decision support from the data
• Drives decisions across the whole business• Current focus is to optimise the catalogue cost
to sales ratio
Key Outtakes
• Speed of execution
• Total customer focus
• Culture of service
• People
And finally…
Shop online and use the promo code DHL
receive free delivery (expires midnight)