e-commerce essentials by retail360
DESCRIPTION
Presentation by Retail360 on e-commerce in support of the ACT Digital Enterprise programTRANSCRIPT
Ecommerce Essentials
Introduction
On your table:
Introduce yourself• Name• Business• Last thing you
purchased on-line
Report Back
Retail 360
•We work with retailers to build capacity for growth•Help identify opportunity and capacity for e-commerce•Identify and map the customer experience•Training and team building in sales
What is e-Commerce?
1. The Who, What, When, Where, Why of e-Commerce
2. Important tools
3. First steps…
4. e-Commerce examples
WHAT is Ecommerce?
What is e-Commerce?
Electronic commerce, commonly known as
e-commerce is …buying and selling of product or service is conducted over electronic systems such as the Internet.
Modern e-commerce typically uses the WWW at least at one point in the transaction’s life-cycle, although it may include e-mail, mobile devices, social media as well. Source: wikipedia.org
e-Commerce
Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction process, electronic data interchange (EDI), and inventory management systems, and automated data collection systems.
Source: wikipedia.org
Types of e-Commerce businesses?
Pureplay – an online retailer who only sells online without the support of physical outlets.
(No bricks – just clicks)
Multi-channel or Omni-channel –market and retail via every possible channel.
(Bricks + Clicks)
+
http://www.appliancesonline.com.au/
http://sw.com.au/
1 online store
+
11 physical stores
Number 1 rule:
You are (still) selling to people
WHY e-Commerce?
A new way to reach customers outside of the traditional confines of
a bricks and mortar shop and create profits.
Sources: Quantum, Frost & Sullivan and PWC, Digital Media Research 2011
Australian Online retail spend
• 96% of online shoppers now search the web for product information, price comparison and peers reviews before making a purchase online
• Over 65% of in-store purchases are initiated on the web.
ACT retailers need to step up their game and take advantage of the opportunities that e-Commerce
offers.
HOW do we do e-Commerce?
(what’s involved)
Same considerations as a shop-front
1. Pre-planning & strategy2. Competitors3. Suppliers4. Buying5. Visual Merchandising6. Customers & Staff7. Stock Management, Logistics and Outsourcing8. Payments & Security9. Shipping, Collection & Delivery10. Performance & Optimisation11. Marketing12. Reporting
E-commerce Process: Customers
Find store / Browse
Shopfront
Add products to the cart
Shopping cart / purchase
product
Checkout / Payment gateway
Process payment
Confirmation and shipment
Receive Goods (unboxing)
Returns / Repurchase
Customers
Different consumer profiles
A.The value consumer
B.The busy consumer
C.The local consumer
D.The bored consumer
E.The digital consumer
Source: Australian centre for retail studies 2011
E-commerce Process: Platform / The shop
Find store / Browse
Shopfront
Add products to the cart
Shopping cart / purchase
product
Checkout / Payment gateway
Process payment
Confirmation and shipment
Receive Goods (unboxing)
Returns / Repurchase
CustomersPlatform
Shopfront (selling platform)
Use existing platforms / marketplaces• eBay / etsy
Or Your own platform / website
• Open source, Community CMS based: • Wordpress, Magento, Joomla, Zencart
• Proprietary• Big Commerce, Shopify, thousands more…
Online Sales system options
“I’ve come to view platforms a little bit like cars. A proprietary software is a bit like a Ferrari, while open-source CMS like WordPress, Joomla and Drupal are like Toyotas.
There aren’t many Ferraris and there are even less specialist mechanics for them, so you pay accordingly. On the other hand, plenty of people can service Toyotas.”
Elizabeth Ball, Founder, It’s in the Stars
E-commerce Process: Payments
Find store / Browse
Shopfront
Add products to the cart
Shopping cart / purchase
product
Checkout / Payment gateway
Process payment
Confirmation and shipment
Receive Goods (unboxing)
Returns / Repurchase
CustomersPlatform
Payments
Payment Gateways
1. Shopping cart system (Website)
2. Payment Gateway (Cash Register)
3. Online merchant account (your bank)
Eway – eway.com.au
Paypal – paypal.com.au
E-commerce Process: Shipping & returns
Find store / Browse
Shopfront
Add products to the cart
Shopping cart / purchase
product
Checkout / Payment gateway
Process payment
Confirmation and shipment
Receive Goods (unboxing)
Returns / Repurchase
CustomersPlatform
PaymentsShipping & returns
http://www.appliancesonline.com.au/canberra-delivery-areas/
Shipping matters
Taking the first steps (What to do first when I leave today)
First Steps….
RESEARCH• Identify a Niche• Look around- network and communicate, listen to
complaints – may be you can provide a solution• What sells well online?• Plan for competition• Understand your potential customers• Experience buying yourself• Validation by sharing your concept
Same considerations as a shop-front
• Pre-planning, strategy development & budgets• Competitors• Suppliers & partnerships• Buying• Visual Merchandising• Customers & Staff• Stock Management, Logistics and Outsourcing• Payments & Security• Shipping, Collection & Delivery• Performance & Optimisation• Marketing
Next steps (after the first steps)
• Customer Database• Optimising the site – design, photography, video,
descriptions• Marketing Tools• Driving Traffic (SEO/SEM)• Social Media• Optimising mobile devices• Loyalty programs• On-line customer service• Measurements & Evaluation
Learn from other sites [HANDOUT]
Inside Retail Magazine’s Top 20 Australian
E-commerce Sites*1. Big W2. The Iconic3. Sportsgirl4. Deals Direct5. Kogan6. The Iconic7. OzSale8. Catch of the Day9. Cotton On10. Style Tread
11. Gumtree12. Shoes of Prey13. Westfield14. Brands Exclusive15. OO16. J.B Hi Fi17. Birdsnest18. Target19. Appliances Online20. Booktopia
*Excludes online supermarkets
Learn from other sites [HANDOUT]
Inside Retail Magazine’s Top 10
International E-commerce Sites1. eBay2. Amazon3. ASOS4. Book Depository5. John Lewis6. Apple7. StrawberryNet8. Etsy9. Net-A-Porter10. Ezibuy
Shelley’s personal favourite:Zappos.com
Inside Retail have used a combination of factors to rank the businesses: including easy of use; high traffic levels; success and profitability; look and feel; value adds; extensive product range; popularity; and fulfilment.
The last word
“The products that sell best are the ones that solve a customer’s dilemma. The service is as important as the product itself.” Jane Cay, Founder, birdsnest
Resources [HANDOUT]
Let’s look at some award winning
e-Commerce sites
