direct: the shortest way to roi conversion tactics for direct marketers
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© ZEON SOLUTIONS INC.
Direct: The shortest way to ROI Conversion tactics for direct marketers
November 14, 2012 Accelerating Revenue Through Technology
© ZEON SOLUTIONS INC.
Today’s speaker
Scott Kush – Business Development
In this webinar, we will…
• Discuss the unique e-commerce challenges facing direct marketers and MSPs today
• Introduce tools to better engage customers and increase conversion
• Look at ROI drivers like enterprise search, mobile channel optimization
Agenda• Direct Marketing Challenges• Oracle Endeca Enterprise Search Solutions• Customization, Configuration and Product Selection• The Future is Mobile• Zeon Solutions• Q & A
More buying options than ever!
• Traditional ROI calculations no longer apply• Customers want quality, permission-based content
Where will customers shop?
Agenda• Introduction• Direct Marketing Challenges• Oracle Endeca Enterprise Search Solutions• Customization, Configuration and Product Selection• The Future is Mobile• Why Zeon?• Q & A
Guided navigation
Constructive influence
• Conversion increased 25%• Revenue increased 28%• Organic traffic increased
more than 10%
• “…we use the Endeca platform to offer our customers a seamless shopping experience.”
Success story: Capitol Lighting
Agenda• Introduction• Direct Marketing Challenges• Oracle Endeca Enterprise Search Solutions• Customization, Configuration and Product Selection• The Future is Mobile• Why Zeon?• Q & A
According to Gartner -
“Customer experience refinements can be lucrative; search technology and recommendation technologies can drive increased purchase size and develop better margins.”
Source: Best Practices in Strategically Combining Search, Content Analytics and E-Commerce
25 May 2012, Whit Andrews, Gene Alvarez
Increasing pressure on e-commerce
E-commerce-driven
product configuration
Merchandisers demand robust
image configurations
Consumers demand
personalized product at mass-production prices
Manufacturers pressured to
reduce O2C cycles
Personalize the customer experience• Product selection tools
• Custom configurators
Product selection wizard
How to begin
• Choose an experienced partner
• Identify the most viable product lines
• Determine how backend production, delivery processes support configuration
• A major step -- creating vignettes
• Use high resolution imagery for photography and design
Configurable product workflow
1. Customer shops website
2. Customer selects product
3. Customer uploads image
4. Customer Adjusts Logo/Adds
Text
5. Checkout process 6. Order received/managed
7. Order produced/shipped
5. Customer Views and Approves
Proof
Conversion through customization:
• Everything from OSHA signs to 5-figure furniture purchases require customization
• Customers now want ‘virtual proofs’, demand instant gratification, free processes
Customization trends
• Apparel, jewelry, accessories
• Automotive products
• Footwear
• Furnishings, home decor
• Office products, stationery
• Sporting goods
• Home design
Additional applications
Big benefits
• Reduce order-to-cash cycle• Save time in production asset management• Increase conversion• Lower cart abandonment• Infinite ways to enhance existing merchandise• MUCH better customer experience!
Agenda• Introduction• Direct Marketing Challenges• Oracle Endeca Enterprise Search Solutions• Customization, Configuration and Product Selection• The Future is Mobile• Why Zeon?• Q & A
Source: Get Elastic, Elastic Path Software 2012
Going mobile• 60 million Americans to
own tablets this year• Tablets driving bigger
share of online revenue• 49% of retailers say AOV
from tablets is higher than traditional sales
• QR code use growing• 75% offer 2D technology,
barcode scanning
The ROI of mobile?
Mobile apps - high level classifications
Categories
Internal Applications — target is company’s
workforce and internal business processes
— CRM, Field Service, BI
External Applications — target is customers
and business partners — E-commerce, Catalog
Types
Static Applications — Calculator, Games, Photos,
Your Catalog
Dynamic Applications — USA Today, Facebook,
Amazon
Mobile apps definedNative App Hybrid App Mobile Web App
• Native UI• Superior/best user experience• Offline access• App store distribution
• Limited code reuse- unless developed via cross-platform
• Web UI• Application data delivered in HTML• Light native platform capabilities• Significant code reuse• App store distribution
• One-size-fits-all user interface• Basically a ‘fancy web app’• Limited performance, wrapper
• Web UI• One-size-fits-all user interface• Code reuse across all OSs• Always runs in device browser
• Limited device-specific functions• Inferior user experience• Limited functionality when offline
• Integrate e-commerce, CMS, mobile with enterprise systems
• Mobile product configuration tools
• Cross-platform development
– Appcelerator
• Optimized mobile experience
– Mobify cloud
• Responsive design
• Geo location
Mobile best practices
Success story: Brady Direct Challenge• Allow customers to view all orders , order history on mobile device• Enable orders via e-commerce or through quote requests to call centerSolution • Common mobile architecture integrates to multiple back-end systems , repositories• iPhone and Android cross-platform development• Push notifications from SAP
Mobile proof of concept workshop
• Stakeholder meetings to assess needs, develop strategy
• Assessment of mobile for your business
• Deliverables include mobile roadmap and click-through prototype that demonstrates business value
Zeon Solutions
• Enterprise e-commerce, software application development, search marketing
• B2B, B2C, B2B2C e-commerce, enterprise apps and integration experience
• Broad range of services
– Development, design
– Customization, support
• Partner with industry leaders
• Ten years in business
• 300+ employees; global footprint
• Questions?
