online 2014- ecommerce
TRANSCRIPT
The New Yorker Magazine, March 11, 2014
Rick Caruso, CEO of one of the largest privately held US real-estate companies
“Within ten to 15 years, the typical U.S. mall, unless it is
completely reinvented, will be a historical anachronism—a 60
year aberration that no longer meets the public’s needs, the
retailers’ needs, or the community’s needs”
20% between Black Friday and Christmas
40% from organic search results
16% from email marketing
statista.com
55% of shopping time is spent on mobile devices
44% Smart phones
11% Tablets
statista.com
statista.com
US Population ~ 316 M
Under Age 18 ~ 74 M
statista.com
Benefits
• Fewer barriers to entry compared to building a physical store
• World wide reach – opportunity to greatly expand size of your market
• Digital marketing is less expensive than traditional
• Data analytics can be used to measure and improve results
• Integrated software systems can greatly improve efficiency
Challenges
• Due diligence is required
• Many companies need both bricks and mortar and ecommerce
• Integrating new software systems with existing systems
• New skills are required – retrain, hire, or work with an agency
• Brand identity of mature firms need to evolve for digital media
• Digital marketing – a different mindset than traditional
$1,000,000.00
Financial
• Budget
• Merchant Account
• SSL Certificate
• Accounting Systems
• Sales Tax Management
• PCI DSS
General
• Business Goals
• Target Completion Date
• Scale - Number of SKUs
• Scope - U.S. or International
• Review Existing Website(s)
• Review Branding &
Marketing Efforts
Business Rules
• Warehouse Locations
• Software Systems
• Pricing Structures
• Return and Refund Policy
• Backorders
• Partial Orders
• Shipping Service Providers
• Shipping Restrictions
Information Architecture
• Scalable
• Easy to Use – Shoppers & Admins
• Organic Search Success
• Integrated with Existing Systems
• Google & Bing Shopping Feeds
Align Attributes with Business Needs
• Cost
• Off-the-shelf versus custom build
• Scalability: number of SKUs supported
• Selling options: discounts, auctions, reviews, suggestions
• Support options, availability of upgrades
• Data import/export capabilities
• Data exchange capabilities (APIs)
• Ease of use for the shopper and the administrator
• Product layout and appearance
• Marketing support
Article: Best DNN Shopping Carts
Shopping Cart Reviews
$399.95 standard edition, $1,599 full suite
Module for Interport Content Management System
Men’s Room Spa
GoBuyRochester.com
$399.95 standard edition, $1,599 full suite
Module for Interport Content Management System
$349.00 plus optional $1,000 annual support package
Module for Interport Content Management System
FineArtStore.com
$399.95 standard edition, $1,599 full suite
Module for Interport Content Management System
$349.00 plus optional $1,000 annual support package
Module for Interport Content Management System
$797 up to 100 products, $1797 professional package
Custom build using .NET framework
Kwik Covers
$399.95 standard edition, $1,599 full suite
Module for Interport Content Management System
$349.00 plus optional $1,000 annual support package
Module for Interport Content Management System
$797 up to 100 products, $1797 professional package
Custom build using .NET framework
Free
Open source
https://
www.web-payment-software.com/c17/Online-Merchant-Accounts-c3.html
ShipWorks Connector
Cloud Connector
Tax Rate Importer
https://www.web-payment-software.com/c17/Online-
Merchant-Accounts-c3.html
Tax Rate Importer for AspDotNetStorefront
Imports up-to-date tax rates by ZIP code.
provides tax rates by address.
From sba.gov: If your business has a physical presence in a
state, such as a store, office or warehouse, you must collect
applicable state and local sales tax from your customers.
Determining which sales tax to charge can be a challenge.
equaTEK Interactive is not a tax authority.
Well Known Stumbling Blocks
• Unrealistic or unarticulated goals
• Inaccurate estimates of resources needed
• Poorly defined system requirements
• Unmanaged risks
• Use of immature/inappropriate technology
• Poor communication
• Stakeholder politics
Growth Hacking
1. Focus on driving sales with low-cost and innovative
alternatives to traditional marketing
2. Creative experimentation
• Develop hypotheses
• A/B testing, revising, testing again
• Constant optimization for key performance indicators
3. Focus on data, building efficiency ecommerce-trends-2013-2014
Marketing Software Dev
Operations
Growth Hacking
The process requires a blurring of lines between
marketing, software development, and operations so
that team members work together to make the
product market itself.
ecommerce-trends-2013-2014
Marketing Software Dev
Operations
Growth Hacking
• Information architecture and SEO
• A/B testing and analytics
• Viral acquisition: encourage customers to share
• Paid ads: Google Adwords, Facebook ads, display ads
• Content: website, blog posts, infographics, videos
• E-mail marketing ecommerce-trends-2013-2014
Marketing Software Dev
Operations
Growth Hacking
• Predictive analysis: data helps predict events before
they occur
• Dynamic pricing: gathering data from on-line and off-
line competitors
• Personalization: data from multiple touch points
ecommerce-trends-2013-2014
Marketing Software Dev
Operations
Growth Hacking
• Amazon
• Airbnb
• YouTube ecommerce-trends-2013-2014
Marketing Software Dev
Operations
http://moz.com/learn/local/digital-marketing-options
http://moz.com/learn/local/digital-marketing-options
