v e r z u s w e l c o m e t o - american marketing ......2020/03/14 · 1 © 2020 sabir semerkant....
TRANSCRIPT
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
V E R Z U SW E L C O M E T O
ECOMMERCE SUCCESS
PLAYBOOK
SABIR SEMERKANT03.01.2020 - V1.4
ASK ME [email protected]
NOT FOR DISTRIBUTION
Copyright © 2020 Sabir Semerkant. All rights reserved.Copyright © 2020 Sabir Semerkant. All rights reserved.
WHO AM I?
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Founder Growth By Sabir
(eCommerce Agency)
Strategic Advisor Matt Higgins, Recurring Guest Shark on Shark Tank
CEO & Co-Founder of RSE Ventures
SVP eCommerce GaryVee & VaynerMedia
Copyright © 2020 Sabir Semerkant. All rights reserved.Copyright © 2020 Sabir Semerkant. All rights reserved. 3
BRACE YOURSELF
LOTS OF KNOWLEDGE AHEAD!
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
THE IMPORTANT QUESTIONS
LET ME ASK
Here are some hard-hitting questions for client
companies to answer to understand what the
eCommerce opportunity looks like.
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Why eCommerce?QUESTION
● B2C eCommerce reached $2.85T worldwide in 2017 and is growing at a rate of 15% year-over-year while US retail store sales have been declining by 5.6% year-over-year
● APAC ($1.75T) and North America ($595B) lead the pack by region in B2C eCommerce
● Still in 2018, brands are still asking “Should we be doing eCommerce? Is Amazon important?” This needs to change ASAP to “How should we be doing eCommerce and how can we win on Amazon?”
● Social and digital advertising drives sales in-store and online and everything is now connected
● Paradigm shift. Consumer is at the center of this universe. Brands are not in control. Retailers are not in control.
● Mobile devices are the computers and the TVs of 2018 and will continue to dominate the consumer experience (CX)
● Voice becomes more relevant in the shopping experience. Currently, it’s $2 billion in 2018 with a projection of $40 billion by 2022.
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What percentage of your revenue comes from eComm?
QUESTION
$1MM IN TOPLINE REVENUE
$100-$150K (10-15%)eCOMMERCE REVENUE
$20-30K (20-25%)AMAZON REVENUE
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WHY OPTIMIZE AMAZON?
QUESTION
● 55% of all web-based product searches start on Amazon.com (not Google.com)
● 70% of Amazon customers never click beyond page 1 of search results
● 35% click on the first product in the search result● First 3 items account for 64% of the clicks● Increasing Sales Velocity also surfaces the product in
other Amazon features like Trending and Hottest New Releases etc.
● More facts:○ Amazon Product pages typically convert 10%○ Optimized product pages with photos, videos and
enhanced content convert around 40%○ With the retargeting that Amazon does across
Google and Facebook network, this conversion jumps to 80%
● Buyers at other retailers utilize Amazon.com as a product discovery tool into Hottest trending products to make buying decisions in their organization
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HOW CAN I SUCCEED ON AMAZON?
QUESTION
● Establish working relationships with Amazon (Seller v. Vendor) - Hybrid is recommended
● Brand Registry to take control of your brand on Amazon● Rationalize the Product Catalog and consolidate SKUs● Identify “authorized sellers” and remove others through Brand
Registry● Build a “Brand Store”● Establish Amazon FBA (fulfilled by amazon)● Make FBA KPI/Operations data your religion or risk getting delisted● Follow 80/20 Rule. Optimize Top-80% revenue Product Detail Pages
(PDP) with Enhanced Content & Video● Execute Top-80% revenue Certified VINE Reviews (Vendor) or Seller
Reviews (Seller)● Establish Customer Reviews cadence and monitor/engage regularly● Establish Q&A cadence and monitor/engage regularly● Submit “Related Video Shorts” for “Recipes”● Report/monitor progress through Seller Central Reports or Vendor
Retail Analytics (Retail Analytics Premium recommended for long term)
● Use tools like Jungle Scout, Viral Launch, Merchant Words, Unicorn Smasher, Moz keyword exploration, KW Index Checker and Amazon’s Onsite A9 Auto-Suggest
● Use “#” hashtag in front of the search word to see the popularity of variations
For a fully optimized eCommerce, Amazon represents 20-25% of total sales.
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WHY OPTIMIZE B2C DTC?
QUESTION
● Full control over your narrative, consumer experience and branding● First-Party (1P) Consumer data● Remarketing through email and native pixels from Google and
Facebook networks - You cannot do this on other online marketplaces or retailer websites
● Best eCommerce sites have a conversion rate of 2.59-3.7% (2.6-3.7 transactions from every 100 unique visitors to the site)○ Conversion rates widely range among product categories;
Cosmetics/beauty have the lowest conversion rates● Ability to collect as much behavioural data as you like - technical
details like devices/browsers, visitor behavior, traffic sources, conversion detail, product detail, etc.
● Tagging each traffic source allows you to scale your media spend and to improve the RoAS (return on ad spend)
● Understanding the consumer journey is really important in order to continue to profitably build your customer database
For a fully optimized eCommerce business, DTC represents 60-80% of overall eCommerce revenue.
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HOW CAN I SUCCEED ON B2C DTC?
QUESTION
1. Site redesign optimized for mobile, tablet and desktop2. Keep page load < 2 seconds (impacts UX and Google SEO) across all
devices3. SEO Optimize all the visible content4. FREE SHIPPING is a tablestake (See DTC section for details by category)5. Take the “Enhanced Content” from Amazon (see Amazon Tips) and
utilize on your sitea. Text, photos, videos, consolidated product reviews (BazaarVoice)b. If the product is sold through retail stores, introduce Where-To-Buy
(WTB) functionality for consumersc. Consolidate/curate social content from all social channels on your
sited. Integrate blog/video content from YouTube directly on the site and
make it discoverable and searchable6. Optimize On-site Search for relevance7. Streamline purchasing funnel to make it super easy to place first time
order8. Introduce additional payment options: Major credit cards, Credit line,
Paypal, Apple Pay, Android/G Pay9. For replenishment businesses, introduce Quick Reorder by Item, Quick
Reorder from Order History10. Cross-sell feature on-site (PDP, Shopping Cart, Order History))11. Triggered email CRM based on buying behavior with quick reorder and
cross-sell feature (Bluecore)12. Build out a robust eCommerce channels:
a. Organic channels: Organic SEO, Email/CRM marketing, Affiliate marketing,
b. Paid channels: Google Adwords, Google PLAs, Facebook, Instagram, Twitter, YouTube, Pinterest, Comparison shopping engines, etc.
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WHY OPTIMIZE RETAIL PARTNERS?
QUESTION
● 67% of US smartphone users complement product research via smartphone with in-store visits
● Webrooming and Showrooming is growing. Almost half (46%) of US young shoppers researched products digitally and bought in-store versus one-third (32%) researched in-store and bought online
● By 2020, US adult internet users want to: (1) Have access to products/sizes in-store without engaging a sales associate (62%), (2) Virtually view how furnishings and decor fit in a home prepurchase (55%), and (3) Compile a shopping list on a store’s app and receive a map to locate products in-store (54%)
● BOPIS (buy online pickup in-store) is gaining a lot of momentum among younger shoppers - 87% of US millennial internet users have bought via smartphone and picked up in-store versus 79% of US Gen X internet users have bought via smartphone and picked up in-store
Your brand and products are getting BILLIONS of impressions across all the retail partner sites and if you are not optimized on their shopping platform, you are missing on a lot of sales and branding opportunity
For many CPG (consumer packaged goods) and HPC (health & personal care) brands, optimizing retail partner sites is a low-hanging fruit that can increase sales in-store and on the retail partner’s shopping website and/or mobile apps
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HOW CAN I SUCCEED ON RETAIL PARTNER
SITES?
QUESTION
● Most retailer sites have been following in Amazon’s footsteps so if you build enhanced content, photos and videos for Amazon, you can utilize most of your content on the retailer’s site (See HOW CAN I SUCCEED ON AMAZON slide)
● Most retailers offer digital co-op marketing (via trade dollars) on their sites and apps, smarter brands seek out these opportunities to utilize the retailer’s email marketing capabilities, on-site sponsored ads and Google/Facebook advertising opportunities to increase sales
● Localized and geo-targeted sponsored ads can drive in-store sales and online shopping/product discovery
● Identify BOPIS retailer programs and make sure that your product is eligible for online ordering and store pickup - specially if your product is going after the US Millennial shoppers
● Identify mobile sponsored ads and mobile opportunities with the retailer to engage the consumer for product discovery, awareness, education and purchase
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WHY OPTIMIZE CONNECTED COMMERCE?
QUESTION
● Voice commerce is HUGE! Currently, $2 billion across the US and UK and projected to grow to $40 billion by 2022
● Voice search is projected to grow 1,900% and will account for HALF of all searches
● 30% of browsing sessions will not involved a display screen● Voice search and shopping is currently a closed system. Alexa is
on Amazon while Google Home is open to a select roster of retailers like Walmart, Costco and Bed, Bath & Beyond. It becomes super important for brands to optimize their product listings for voice discovery on these retailer platforms
● Being the first product returned in voice search or voice shopping becomes more important compared to the first page of search results on a desktop or mobile site
● 25,000 Alexa Skills in January 2018 compared to 7,000 in January 2017
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WRITE HEREYOUR NICE TITLEABOUT YOUR SERVICES
Y O U C A N W R I T E H E R E
A company is an association or collection of individuals, whether natural persons, legal
persons, or a mixture of both. Company members share a common purpose and unite in
order to focus their various
We will define what
eCommerce means and how to
conquer it to scale/grow your
brand.
INTRODUCTIONWe tackle all the foundational
blocks that need to be
addressed, fixed and optimized.
The plus-ups puts your brand on
fire and increases conversion
rate across platforms.
DEEP DIVEImportance of collecting various
types of data and building out
your CRM.
DATA & CRMThis is the recommended
timeline for the next 365 days of
your life.
NEXT STEPS
01 02 03 04
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
INTRODUCTION TO GROWTH HACKING IN ECOMMERCE
GETTING STARTED
We will define what eCommerce means and
how to conquer it to scale/grow your brand.
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
V E R Z U SW E L C O M E T O
UNCERTAINTY
OPTIMIZING THE CONSUMER JOURNEY FROMUNCERTAINTY TO CERTAINTY
CERTAINTY
BASICS• Product Discoverability (SEO, Onsite Search)• Product Info• Photos / Videos• Transparent Pricing• Product Highlights• Enhanced Content• Store Associate Training
PLUS UP• Reviews / Ratings• Q & A• Social validation (Influencers, Friends, Family)• UGC Videos / Unboxing• Promotions• Additional Context/Uses/Recipes (Fashion v. Function)• Trial / Return Policy• Purchase / Payment• Buy online/ship, Buy online/pickup, Buy in-store/pickup, Buy in-store/ship (out of stock)
ECOMMERCE EXPERIENCE OPTIMIZED
+STORE
EXPERIENCE OPTIMIZED
DISCOVER EXPLORE BUY
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V E R Z U SW E L C O M E T O
ONLINE PURE PLAY
ON-DEMANDAMAZON CONNECTED
COMMERCE BRAND.COM (B2C)
MEDIA & INFLUENCERS
REVIEWS & CRM
BRAND
RETAIL.COMCLICK-N-COLLECT
CONTENT + COMMERCE MUST COME TOGETHER FOR A GREAT SHOPPING EXPERIENCE
WHOLESALE PORTAL (B2B)
DEFINING THE HOLISTICECOMMERCE ECOSYSTEM
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RETAIL PARTNER SITES
ECOMMERCE CHANNEL #1
This channel contains all of your brick & mortar retail channel partners that also have a shoppable eCommerce
website(s). You need to identify the foundational opportunities like product listing to organic marketing
opportunities to paid marketing opportunities.
For example, Steiner Sports.Started by Brandon Steiner in 1987 with $4,000, a Mac
computer and an intern, Steiner Sports is now the largest company of its kind in America. The company specializes
in helping companies use the power of sports to grow their business and has spent over 25 years building relationships with more than 2,000 athletes, national relationships with the major sports leagues and partnerships with the best
teams in sports. These relationships are the foundation for the unique sports experiences they provide. Steiner Sports
is also the leading producer of authentic hand-signed collectibles.
SteinerSports.com
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ONLINEPURE PLAYS
ECOMMERCE CHANNEL #2
This channel contains all of your online pure play retailers who only have website(s) and/or mobile apps and do all of
their marketing and customer acquisition through digital/social platforms. First, you need to make sure that
your product catalog is setup properly. Then, identify organic and paid marketing opportunities. The online pure
play tend to be more digital savvy as this is the only mechanism they know to grow and scale their business.
They tend to be more willing to take risks with campaigns with you and are better setup to handle changes quicker than the retail partner counterparts. Also tend to be more niche/specialty players. Shoppable posts on social media
platforms also falls in this category.
For example, Lax.com is a niche player while Fanatics.com is a sports-related licensed merchandise platform.
Founded in 2000, LAX.com quickly set the bar for online retailers becoming the top e-commerce destination for the growing sport of lacrosse. In February 2010, LAX.com was
acquired by a seasoned team of entrepreneurs and dedicated lacrosse players and coaches committed to
taking the business to the next level.The LAX.com warehouse also includes an artificial grass
surface that we use for product testing and some serious demo's.
LAX.com Fanatics.com
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
AMAZONECOMMERCE CHANNEL #3
This channel contains everything related to Amazon. Amazon offers many selling and marketing opportunities on amazon.com and across amazon network and devices.
The basics of this platform needs to be conquered first and you need to quickly move into the “plus ups” rapidly in order to grow and scale your business on this platform.
Amazon also affords a tremendous brand impression since Amazon has 120+ million active shoppers in the US every
month.
Amazon is the #1 Internet Retailer in the US and many other regions of the world. Amazon provides you with a
very robust selling platform. You can have a vendor relationship with Amazon similar to other retail partners or
you can be a seller on the platform. Amazon also offers variety of fulfillment options: FBA (fulfilled by amazon),
Seller fulfilled or Seller Prime Certified fulfillment.
On the marketing end, amazon offers AMS for bidding on keywords on the platform for sponsored ads. For more
sophisticated vendors, amazon also offers AAP/AMG option that allows to build audiences on amazon, facebook and
google platforms within the amazon ad platform.
amazon.com
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
CONNECTED COMMERCE
ECOMMERCE CHANNEL #4
This channel contains all connected devices like amazon alexa, google home to connected packaging in a retail
setting that allows interaction with your brand.
For the commerce end of the connected devices, we will focus on optimizing our shopping experience on the
platform to make sure that your products surface to the top when a consumer asks Alexa for something specific
that relates to your product category or a team.
We may also explore “skill development” on this platform across the devices to give our consumers a more
immersive shopping experience.
amazon.com
“Alexa, order a case of Pepsi”
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
BRAND.COM(B2C)
ECOMMERCE CHANNEL #5
This channel contains all the direct-to-consumer sites or mobile apps allowing the end-consumer to purchase
directly from your brand.
For your brand, there may be multiple shoppable websites or apps: consumers, prosumers and custom.
Shopify and Shopify Plus platforms are feature-rich SaaS platforms that bring a lot of eCommerce functionality to businesses to help them grow and scale quickly sans the
big cost of owning a platform.
This section is quite extensive (see specific section for details).
shopify.com/plus
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
WHOLESALE(B2B)
ECOMMERCE CHANNEL #6
This channel contains all the B2B customers that buy from the brand: resellers, distributors, schools, colleges,
companies, non-profit organizations, etc. Typically, this type of a customer buys in bulk for their entire team.
For your brand, there may be multiple B2B shoppable websites or apps as outlined above.
For entry-level B2B sites, we recommend Shopify Plus platforms. They are feature-rich SaaS platforms that bring
a lot of B2B eCommerce functionality to businesses to help them grow and scale quickly sans the big cost of owning a
platform.There are B2B marketplaces that would allow us to sell the
product to a wider audience. For instance, Amazon Business, Oberlo. There are also drop-shipping type B2B
platform integrations that would make the product available to more retailers and online pure plays whereas
your brand does the dropshipping.
This section is quite extensive (see specific section for details).
shopify.com/plus
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DEEP DIVE INTO EACH ECOMMERCE CHANNEL
TAKING A
We will take a deep dive into each of the main
eCommerce channels to identify the CRAWL,
WALK and RUN stages to owning the channel.
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WORLDWIDE ECOMMERCE SALESECOMMERCE IN NUMBERS
Major eCommerce markets and eCommerce as % of sales
NORTH AMERICA
10%$565B WESTERN
EUROPE
9%$398B
ASIA-PACIFIC
18%$1.75T
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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WORLDWIDE ECOMMERCE SALESECOMMERCE IN NUMBERS
APAC leads in total retail sales and also in eCommerce sales at $1.7 trillion while North America (mostly US) is $564 billion
though NA is a more a mature market.
In totality, eCommerce is in its infancy, though it’s 24 years old in 2018.
NOTE: WE WILL COVER US ECOMMERCE SALES HERE BUT WE CAN DIG INTO ANY MARKET FOR DATA
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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US RETAIL ECOMMERCE SALESECOMMERCE IN NUMBERS
Total Retail eCommerce Sales has been growing 13-15% year-over-year.
Top analysts are aligned on the growth from present to 2022 at a rate of 13% going forward.
A lot of categories have not grown yet from eCommerce perspective.
Currently, eCommerce sales as a total of Total Retail is projected to reach 15% by 2022.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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ECOMMERCE SALES BY CATEGORYECOMMERCE IN NUMBERS
One of the smallest eCommerce sales category is Food & Beverages is projected to be one of the biggest growth sectors with a
growth rate of 18.1%. Next is Furniture & home furnishing at 18.2%.
Both of these categories have made tremendous improvements in recent years to overcome their biggest hurdles:
direct-to-consumer order fulfillment & shipping/handling. Major players are putting a lot of investments in 2017-2018 to
address this challenge and to get huge market shares.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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MOBILE IS GETTING HUGE!ECOMMERCE IN NUMBERS
eCommerce sales via Smartphones is projected to hit almost $150 billion at a growth rate of 44%.
eCommerce Sites need to be mobile-optimized first.
By 2022, mCommerce sales are projected to be $435 billion.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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IMPACT OF HOLIDAY SALESECOMMERCE IN NUMBERS
Holiday Season Sales represent 23.5% of overall eCommerce Sales, whereas, in traditional retail, it’s 18.7% of total retail sales.
Holiday eCommerce Sales are in-line with total eCommerce growth at 15%.
©2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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MOBILE APPS ON CYBER MONDAYECOMMERCE IN NUMBERS
Wish mobile app is the most active. More active than Amazon and eBay combined. Both Amazon and eBay has taken noticed,
as Wish is projected to surpass $2 billion in revenue this year (2018).
WISH MAY BREAK $2 BILLION IN REVENUE THIS YEAR: Wish, the e-commerce startup that specializes in discounts and mobile shopping, raked in over $1 billion in revenue for the first time in 2017, CEO Peter Szulczewski told CNET. And, after doubling revenue in every year of its existence — it was founded in 2010 — Szulczewski says Wish is on track to repeat the trend in 2018. The startup has also attracted 75 million monthly active users as of April, has more than 1 million merchants on its marketplace, and boasts a product selection that's eclipsed 200 million items. - 06/12/2018, Business Insider Intelligence
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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THE PLAYERSRETAIL PARTNER SITES
Here are some retail partner sites across products categories
Your brand receives BILLIONS of impression across this universe. You have to be optimized on every platform - both
organically with content and branding, and via paid media/trade dollars digitally.
Optimizing these digital platforms also drives in-store retail traffic and conversion.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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OMNICHANNEL SHOPPINGECOMMERCE IN NUMBERS
We are all connected thanks to smartphones and social media. Retailers that understand and implement strategies that cater
to this understanding will win big. For brands, they have to make sure that they are fully optimized on the retail partner sites
(both desktop and mobile) in order to maximize the revenue production from the retail partner - both in-store and online. For
most retail partners, they are following in the footsteps and best practices from Amazon.
Back-end technologies will revolutionize supply chain and fulfillment.
Showrooming won’t be a problem—it’ll be the reason for many stores to exist. However, the integration has to move beyond simply merging online and offline merchandising and sales attribution.
Amidst globalization, localization will grow more important. Store merchandising will become more local. Location-targeted ad spending will double between 2017 and 2021.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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CONSUMER DECIDES WHERE TO SHOP AND WHERE TO MAKE THE PURCHASE
ECOMMERCE IN NUMBERS
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MOBILE PLAYS A HUGE ROLE IN DIGITALLY INFLUENCED IN-STORE SALES
ECOMMERCE IN NUMBERS
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CONSUMERS WHO USE MORE CHANNELS TO ENGAGE RETAILERS ARE
MORE LIKELY TO PURCHASE WEEKLY
ECOMMERCE IN NUMBERS
● This is even more pronounced for in-store purchases
● Engagement channels include things like ads, social media and email newsletters
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THE PLAYERSONLINE PURE PLAYS
Here are some online pure plays (sites and mobile apps) across products categories
Your brand receives BILLIONS of impression across this universe. You have to be optimized on every platform - both organically with content and
branding, and via paid media/trade dollars digitally. Online pure players tend to be more digitally savvy than their retail counterparts.
Optimizing these digital platforms also drives in-store retail traffic (for instance, Instacart powers Costco same-day delivery) and conversion.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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WHY AMAZON IS A BIG DEAL
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AMAZON IS WHERE ONLINE SHOPPERS START SEARCHING
50%of buyers today use
Amazon as their first stop for
product searches
Amazon owns 71% market share
of voice home devices
And by 2020, voice will be
50% of all searches
4Xgreater than
Walmart.com
Amazon.com’s traffic is
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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...AND WHERE THEY ULTIMATELY MAKE A PURCHASE
70%of all online
growth in the US came from Amazon in
2017
3rdlargest grocer
behind Kroger and Walmart by 2021
44%of ALL online
retail sales went through
Amazon in 2017Amazon will be the
50%of all holiday online sales
went through Amazon in 2017
18%of all online grocery
sales
Amazon represents
Top growth categories were luxury beauty,
Pantry, grocery, and furniture
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AMAZON PRIME MEMBERS ARE LOYAL & SPEND MORE
Paid subscription service that gives members access
to free 2-day delivery,
streaming video and music, and
other benefits for a monthly or
yearly fee
64%of all US
households
Amazon now has
$700more per year than
non-members
Prime members spend on average
about
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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THE AMAZON ECOSYSTEM IS VAST (AND KEEPS GROWING)
OWNED PROGRAMS
PHYSICAL
CONSUMER ELECTRONICS
ONLINE SERVICES
DIGITAL PROPERTIES
PRIVATE LABEL BRANDS(80 Total)
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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ALEXA, BEAM ME UP!ECOMMERCE IN NUMBERS
Two-thirds of US smart speaker users will use an Amazon Echo in 2018, but its share of the market will shrink as uptake of
Google Home and other speaker brands grows. This year, for instance, 28.2% of US smart speaker users are expected to
make at least one purchase via voice command, equivalent to 6.3% of the population. Between 2017 and 2018, the number
of US smart speaker buyers will double to 17.2 million.
Voice Shopping is $2 billion across the US and UK today - estimated to grow to $40 billion by 2022.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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ALEXA, LOOK WHO’S TALKING?ECOMMERCE IN NUMBERS
Currently, the user penetration is more male than female (20% v 16.8%) and much younger Millennials (34.3%) over older
generations - GenX 25% versus Baby Boomers 11.3%. Audio listeners over-index at 74% as the most popular activity but
shopping is on the rise, currently at $2 billion across US and UK and forecasted to grow to $40 billion by 2022.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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ALEXA, WHATCHA DOIN?ECOMMERCE IN NUMBERS
Doing Online Searches is the most popular activity in the US (69%) and Worldwide (60%).
Researching a product in which I am interested is the next most popular activity (53%) US and (51%) Worldwide - a very
strong signal that voice shopping is set to SKY ROCKET TO THE MOON making it a strong strategic eCommerce platform
that brands need to be optimizing right now in 2018.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
Breakdown of American smart speaker usage from National Public Radio and Edison Research
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ECOMMERCE HOSTED PLATFORMSB2C ECOMMERCE SITE FOR BRAND.COM
Builtwith.com, an online tech usage statistics site, reports the following eCommerce hosted solution usage among the Top 100,000 eCommerce sites on the web.
Missing from this list is Magento because it is NOT a hosted platform. Magento powers 790,465 sites compared to Shopify at 890,000 sites (as of June 2018). Wix
Stores is gaining momentum among sites ranking beyond 100,000+ (the smallest sites) and these sites are switching between Shopify and Wix Stores evenly.
Shopify is the leader at 36% of the Top 100,000 sites and among the entire internet powers 890,000 sites. Second is BigCommerce at only 13%.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
Other Display Social Email Affiliate Paid Search
Free Search
Direct
1% 1%
A HEALTHY BREAKDOWNFor Established eCommerce Businesses, 3-5 Years In
US E-Commerce Orders, By Referral Channel
20172016
23%
19%
6% 6%
1% 1%
14%
16%
13%
16%
18%
20%
24%
21%
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
☝ Data is from the May 2018 Monetate "Ecommerce Quarterly Report: Q1 2018." The report analyzes a random sample of billions of digital shopping experiences using same-store data across each calendar quarter. An experience refers to any interaction wherein a consumer visits a site. Averages throughout the report are calculated across the entire sample. Key performance indicators, such as average order value and conversion rate, vary by industry and market type. These averages are published only to support the analysis in each release of the report and are not intended to be benchmarks for any ecommerce business. Monetate is an internet marketing services company.
CONVERSION: NEW + EXISTING
EDUCATION & (RE)CONSIDERATION: NEW + EXISTING
PRE-PURCHASEOrganic + Paid“Lead Generation”
PURCHASE INTENTPaid Media“Lead Qualification”
PURCHASEPaid + eCommerce + Retail“Customer”
BRAND EQUITY & AWARENESS: NEW CUSTOMERS
POST-PURCHASECRM Loyalty & Remarketing
“Repeat Customer”
ILLUSTRATIVE
MANAGE THE FUNNEL PROACTIVELY
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
1. Upload your product catalog
2. Place Facebook pixel on your site
3. Create a dynamic template
4. Turn on dynamic ads
HOW IT WORKS
SPOTLIGHT: FACEBOOK’S DYNAMIC PRODUCT ADS
75% of shoppers who abandon carts say they plan to return to a retailer's website to make a purchase
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
SPOTLIGHT: FACEBOOK & YOUTUBE’S SHOPPABLE VIDEOS
● Feature + enable product purchase while relevant video is streaming
● Link directly to product detail pages or transact without leaving the platform
HOW IT WORKS
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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IMPORTANCE OF FREE SHIPPINGB2C ECOMMERCE SITE FOR BRAND.COM
Consumers have come to expect FREE SHIPPING in certain product categories specially luxury apparel (92%) and on average 65% across all categories.
Online retailers need to offer free shipping in some capacity in order to stay competitive: everyday free shipping to promotional free shipping.
UPS SurePost and FedEx SmartPost are good economical options for free shipping but have longer delivery times (7 to 10 business days).
Amazon Prime offers a 2-day delivery option as part of the overall Amazon Prime program (paid).
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
B2B
eC
omm
erce
EC
OM
ME
RC
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HA
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#6
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© 2020 SABIR SEMERKANT. ALL RIGHTS RESERVED.
NEXTSTEPS
SO WHAT’S NEXT?
This is the recommended step-by-step to
success in eCommerce.
DON’T ATTEMPT TO BOIL THE OCEANThink long term, but focus on low hanging fruit
Embrace Amazon and Direct to Consumer
Invest in collection & analysis of consumer data
WHAT NOW?
1
2
Media matters: pay to play, and know where your dollars are going
Never stop testing and optimizing
Change with the market or risk irrelevancy
3
4
5
6
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
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FOUNDATION
CRAWL
Lay or fix the foundation
for your eCommerce
ecosystem. MVP is DTC
and Amazon. Test paid
media channels.
SCALE MEDIA & CHANNELS
WALK
Scale the media that you
have tested in the crawl
phase in DTC and Amazon.
Explore more channels like
retail partner sites and
pure plays. Test paid media
channels with these new
channels.
SCALE & B2B
RUN
Scale all the media in all
the established channels.
Lay the foundation for B2B
portal and eCommerce.
Test out CRM and paid
media for B2B channel.
SCALE EVERYTHING
TO THE MOON
Scale all the media across
both B2C and B2B
channels.
STEP-BY-STEP TO SUCCESSROADMAP RECIPE
It is super important for brands to create a roadmap and start executing
against it. Test, learn and optimize should become your daily rituals
whether you are launching a specific channel or scaling the paid media.
And always - data is king. Collect it, measure it and optimize against it.
© 2019 SABIR SEMERKANT. ALL RIGHTS RESERVED.
Copyright © 2020 Sabir Semerkant. All rights reserved.Copyright © 2020 Sabir Semerkant. All rights reserved.
Q&A
64
Copyright © 2020 Sabir Semerkant. All rights reserved.Copyright © 2020 Sabir Semerkant. All rights reserved.
ASK ME [email protected]
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Copyright © 2020 Sabir Semerkant. All rights reserved.Copyright © 2020 Sabir Semerkant. All rights reserved.
Thank You
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