channel expansion with ecommerce, aggregates and more
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Channel Expansion: eCommerce, Marketplaces and More
Lisa Steinhart, Socius Ryan Burnham, k-eCommerce
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How Are Your Sales Evolving?
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eCommerce Expertise
Lisa Steinhart Marketing Director, Socius
Ryan Burnham Channel Sales Manager, k-eCommerce
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Customer Buying Patterns Mimic Consumer Habits
The most powerful search
engine is between your ears…
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In This Session…
• Introduction to Selling on Marketplaces • Compare Contrast • Challenges You’ll Need To Consider • Creative Ways to Solve Common Challenges
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Why Consider Channel Expansion?
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Amazon VS eBay
Customers expect high level of customer service. Fulfillment must be done in days. Percentage is based on service levels
Amazon
Interaction or Service?
No upfront fees, but higher commission
Amazon
Same (But Different)
Fixed Price Only
Amazon
Auctions or Fixed Price
eBay No upfront fees, but higher commission
Fixed Price and Auction
eBay eBay Customers tend to be more interactive which require more time.
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Amazon VS eBay
No custom branding – you use Amazon’s Template. You point to their listings which is why unique identifier is so important.
Amazon
Some or Nothing
API is stable, rarely changes, which means integrations are usually stable.
Amazon
Platform Considerations
Thorough evaluation process. Sometimes overlooked because of A-Z Guarantee.
Amazon
You Have To Be Good
eBay Lots of changes to the API, often without warning.
eBay will move you down in results if your ratings tank. eBay makes your results a little visible then Amazon...but we all comparison shop
eBay eBay Top of page is consistant but the lower half can be customized. You create listings for products
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Amazon VS eBay
Requires Amazon Payments – collect and deposit with no fees added. No money = no sale
Amazon
Interaction or Service?
Amazon generally adds this in to their listing, which makes it hard to manage on the sellers end. Sere Taxes session
Amazon
You’re Responsible
Shoppers tend to be more affluent, want their products now. Not willing to wait for an auction to complete
Amazon
Barneys vs WalMart
eBay Product setup enables you to parse taxes vs price – a bit easier!
Bargain hunters – willing to get the cheapest price no matter what the cost.
eBay eBay PayPal 2.9% + .35 Check, Money Order, Cashier’s Check
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Amazon VS eBay
Requires Amazon Payments – collect and deposit with no fees added. No money = no sale
Amazon
Interaction or Service?
A-Z Guarantee – you have to be able to handle returns if “materially different” from described.
Amazon
Mandatory VS Discretionary
Shipping Credit applied – doesn’t always cover the cost – you can’t ask for more. Since it’s fixed, you can set your price accordingly.
Amazon
Controlled for Customer
eBay You have the option to duke it out – but the result is negative feedback – PayPal payment refunds get a bit messy.
Complete control – but you’re penalized if shipping is above average with lower visbility in search results.
eBay eBay PayPal 2.9% + .35 Check, Money Order, Cashier’s Check
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How Amazon Determines Your Rank
• Price • # Competitive Bids • Seller History • Seller Reviews
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Should I Sell On eBay or Amazon?
Three kinds of merchants tend to perform particularly well on marketplaces:
• Merchants selling unique-to-them products. • Merchants who sell hobby or niche products. • Merchants selling refurbished or used products. • Volume of products to offer*
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The Others
F T I
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- S TRANSITION POINT for RYAN
• Start with business process
• Manual efforts will negate channel efforts
• Weave in how technology can help you move the data between ERP and eCom/Marketplaces
• Product Data • Orders • Inventory • Order Confirmation • Shipping
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Busineses Process Consideration: POICS
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Challenges of Selling Online - Marketplaces
• Non-integration – Management of multiple databases
• Increased likelihood of errors • Doubled time spent managing databases
– Inventory issues • Selling out-of-stock products leading to late deliveries
– Pricing issues • Selling products with out-of-date cost leads to lost revenue
– Many manual processes
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Challenges of Selling Online - Marketplaces
• Catalog setup
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Challenges of Selling Online - Marketplaces
• Catalog setup
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Challenges of Selling Online - Marketplaces
• Catalog setup - products
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Challenges of Selling Online - Marketplaces
• Catalog setup - prices
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Challenges of Selling Online - Marketplaces
• Catalog setup – promotions as applicable
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Challenges of Selling Online - Marketplaces
• Product on eBay
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Challenges of Selling Online - Marketplaces
• Proceeding through checkout
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Challenges of Selling Online - Marketplaces
• Proceeding through checkout
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Challenges of Selling Online - Marketplaces
• Marketplace order in k-eCommerce
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Challenges of Selling Online - Marketplaces
• Marketplace order in GP
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Today’s Consumer
• Device driven – Omni-channel strategy
• Consumers are connected 24/7/365 • Follow the digital consumer along their journey • Reach your customer how, when and where they
choose to shop
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Today’s Consumer
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eCommerce Expertise
Lisa Steinhart Marketing Director, Socius
Ryan Burnham Channel Sales Manager, k-eCommerce
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