the three pillars of ecommerce: metrics, fulfilment and customer service
Post on 21-Oct-2014
254 views
DESCRIPTION
What do leading online retailers do differently? They focus on customer service, fulfilment, and constantly evaluate the core metrics of their business. Recently at our eCommerce Toronto Meetup, Rob Brown, Director of IT at Well.ca reviewed the "3 Pillars of eCommerce" by leading a discussion about the fundamental principles that all eCommerce providers rely on. Whether you're a seasoned national retailer or a small business that is working toward your first sale, we will extend these fundamentals by discovering how the most successful online retailers use Customer Service, Fulfilment and Metrics to excel. We reviewed the technology that can facilitate these pillars, discussed operational processes, and uncovered what the most innovative eCommerce companies in North America are doing to ensure their success.TRANSCRIPT
![Page 1: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/1.jpg)
METRICS FULFILMENT
CUSTOMER SERVICETHE THREE PILLARS OF ECOMMERCE
This presentation and information about how to contact Rob is available by visiting:
Rob Brown
ROBISIT.COM
![Page 2: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/2.jpg)
ABOUT ROB BROWN
Rob runs technology for Well.ca, one of Canada's largest andfastest growing independent eCommerce retailers.
Rob spends his days and nights thinking about why people buythings online and works very hard to foster a positiveexperience for every single customer.
Rob believes in building sustainable processes and scalablevalue.
![Page 3: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/3.jpg)
∨
ROB'S FAVOURITE KEY PERFORMANCE INDICATORS
There are 3 types of data:Key Performance Indicators, Leading Indicators, Nice to Know.
These are the basic KPI's that every eCommerce retailer,regardless of vertical, should be tracking.
![Page 4: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/4.jpg)
SKU VELOCITYA leaderboard of individual product sales.
Denoted +/- last period.
![Page 5: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/5.jpg)
CONTENT VELOCITYSimilar to SKU velocity, a leaderboard of positive or negative
changes to your content as measured by Search Engine ResultPosition
![Page 6: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/6.jpg)
SALES DATAMarginConversion RateCart AbandonmentNet Sales
![Page 7: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/7.jpg)
MARKETING DATAOverall Site Traffic, Traffic Per Source, Number of New
Customers, Net Cost of Acquisition, Audience Per Source (FB,Pinterest, EMail, etc)
![Page 8: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/8.jpg)
COST OF ACQUISITIONCost Per Lead = Marketing Costs
Touch Cost = Marketing Staff
(Cost Per Lead + Touch Cost) * Conversion Rate
Evaluate the Cost of Acquisition against Lifetime Value ofCustomer.
![Page 9: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/9.jpg)
MORE INFORMATIONShopify eCommerce University
![Page 11: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/11.jpg)
∨
CUSTOMER SERVICE
![Page 12: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/12.jpg)
![Page 13: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/13.jpg)
TAKE CARE OF YOUR EXISTING CUSTOMERSBEFORE ACQUIRING NEW CUSTOMERS.
![Page 14: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/14.jpg)
BUILD YOUR BRAND AROUND CUSTOMEREXPECTATION.
![Page 15: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/15.jpg)
REWARD DIRECT REFERRALS IN UNIQUE,PERSONAL WAYS
![Page 16: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/16.jpg)
∨
ORDER FULFILMENT
![Page 17: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/17.jpg)
THE FOUR STAGES OF ECOMMERCEFULFILMENT:
RECEIVE, GATHER, PACK, SHIP
![Page 18: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/18.jpg)
THERE IS A GAP IN ECOMMERCE FULFILMENTSOFTWARE OFFERINGS.
![Page 19: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/19.jpg)
BUILD PROCESSES, MEASURE RESULTS,ADJUST PROCESSES.
![Page 20: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/20.jpg)
EVEN EARLY ON, CREATE A TRAININGPROGRAM AND DON'T BE AFRAID TO HIRE.
![Page 21: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/21.jpg)
CAREFULLY EVALUATE THE COST ANDEFFECTIVENESS OF SHIPPING MATERIALS.
![Page 22: The Three Pillars of eCommerce: Metrics, Fulfilment and Customer Service](https://reader034.vdocuments.site/reader034/viewer/2022052301/54460598b1af9f1d098b45f4/html5/thumbnails/22.jpg)
SHIPPING CARRIERS ARE TRULY PARTNERS.DEVELOP RELATIONSHIPS WITH THEM.
DON'T FORGET ABOUT SMALL CARRIERS.