© CLAVIS INSIGHT
WINNING IN ECOMMERCE: STEPS TO SUCCESS
US FORUM 2015
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DATA AND INSIGHTS ARE USELESS WITHOUT ACTION!
Am I doing it right?
You Have Questions – We Have Answers!
THE CLAVIS ECOMMERCE BLUEPRINT FOR SUCCESS
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WHAT IS STEP?
Please contact Clavis directly to request these slides.
Thank you.
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Build, Protect and Enhance Equity
Branding
Education
Retail Impact
OmniChannel
Online Impact on Offline
Online Only
Sales Programs Niche Targets
DEVELOPING YOUR ECOMMERCE STRATEGY
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-R
eso
urc
es
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Strategic Development Strategic Selling
Status Quo Revenue Only
- Investment +
CONSIDERATIONS
We Can Help!
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• Your strategy determines:
• Your Targets
• KPI’s to measure against
KPI’S BEYOND THE ROI!
Examples beyond ROI:• Category Share Of Key Search Terms• Accuracy of Content• Quality of Content• In-stocks• Assortment / Power SKU’s • Share of shelf• Search Ranking• Share of Merchandising Media• Average Ratings • Number Of Reviews• POS growth and correlations• Compliance with minimum page standards
WHO NEEDS TO BE INVOLVED? (HINT: EVERYONE)
C-Level Leadership
Finance
Sales
Shopper Marketing
Marketing
Supply Chain
Insights
We Can Help!
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ESTABLISH FREQUENCY, AND REPORT!
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1. Test and Learn
2. Brand Equity and Consumer Safety
3. Revenue
THREE CASE STUDIES
© CLAVIS INSIGHT
CASE STUDY #1
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CASE STUDY #1: TEST AND LEARN
• Situation: US-focused eCommerce team was under-resourced and building the case for significant eCommerce investment in next fiscal year, to capitalize on the rapid growth in eCommerce
• Task: Develop playbook of insights, actions and proven results to demonstrate scalable investment model for OmniChannel and Pure Play online retailers
• Action: Engaged with Clavis to establish a baseline of reporting on the current state of their eCommerce presence: Share of Search, In-Stocks, Image Accuracy and Content Integrity
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CASE STUDY #1: TEST AND LEARN
Results• Demonstrated improvement in search rank through title changes• 30% sales growth attributed to reducing out-of-stocks and Lost Buy
Box• Successfully enrolled Marketing by demonstrating ease of identifying
image and content defects Secured heavy investment into eCommerce funding and resources
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TEST AND LEARN EXAMPLES
© CLAVIS INSIGHT
CASE STUDY #2
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Situation: Global multi-category manufacturer launched new DAM/PIM with 1000’s of SKU’s to better organize, access and maintain their digital assets
Task: Deploy DAM/PIM to all retailer teams and drive compliance
Action: Clavis on-boarded to establish baseline and act as compliance measurement tool; included enhanced content accuracy checks on multiple text fields
CASE STUDY #2: BRAND EQUITY
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CASE STUDY #2: BRAND EQUITY
Results:• 100% of images to green or yellow status• Created playbook for title and copy best practices• Raised title compliance from 25% to 85% in six months
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WHO DOES BRAND EQUITY BEST?
© CLAVIS INSIGHT
CASE STUDY #3
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Situation: US focused sales team tasked with 200% YoY online sales growth
Task: Optimize beautiful basics with strong promotional support
Action: Leverage Clavis to stay ahead of out-of-stocks, optimize assortment, monitor merchandising for compliance and competitive activity, and correlate to POS where possible
CASE STUDY #3: DRIVING REVENUE
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CASE STUDY #3: DRIVING REVENUE
Results:• Achieved 225% YoY online sales group• Leveraged Lost Sales Due to Out of Stocks to improve inventory at key
retailer• Used Merchandising Tracker to demonstrate failure to comply with
Merch plan and secure incremental Merch support
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WHO DOES SELLING BEST?
© CLAVIS INSIGHT
RECAP
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There is no one ‘right’ way to do it
Take the time to properly prepare your organization
We can partner with you on your eCommerce journey progression as we have with other global leaders
We have a robust pipeline built on your feedback -we are always innovating to introduce new tools and capabilities to help you achieve eCommerce success
ANALYSIS. INSIGHTS. ACTION. RESULTS. VALUE.
QUESTIONS & ANSWERS
Danny SilvermanGlobal Head
Business Consulting Services
FOR MORE INFORMATION
VISIT: WWW.CLAVISINSIGHT.COM
EMAIL: [email protected]