How to build the PERFECT ecommerce website

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Perfect Commerce?

Planning the ‘perfect’ ecommerce website

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Pod1 is a global network of digital agencies

Provide integrated ecommerce & marketing solutions

London, New York & Cape Town

And just launched…

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We don’t just do fashion…

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Some stats…

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•  The UK e-commerce market will be worth an estimated €48bn during 2010

Source: Econsultancy Ecommerce Statistics 2010

•  Online sales now 10% of total retail sales in the UK

•  25% of UK shoppers prepared to spend £1,000 + online in a single transaction

•  57% of UK consumers made online purchases

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•  British shoppers spend £1 in £13 online - this will change to £1 in £5 by 2020

Source: Econsultancy Ecommerce Statistics 2010

•  Online accounts for a quarter of all new retail businesses; this will rise to half over the next ten years

•  Annual online spend is to grow by £46bn or 223%, and offline spend to drop by £18bn or 7%

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So what does the perfect ecommerce

website look like?

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Some examples (that are perfect for their audience)…

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www.made.com

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Customer dictates to the business…not the other

way around…

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www.nakedwines.com

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Sarah used to have 100 people walk by her stall

every Saturday…

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www.supermarketsarah.com

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Apply here: www.rekn.it/become-a-mom

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A domestic chore can even become a

successful online business…

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www.rekn.it

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www.NachosNY.com

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Time to get a little serious

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Some lessons..

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7 pillars of ecommerce ** 2010 Edition **

Pillar 1

Have a plan

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“Understand your requirements before

thinking about technology.”

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“But don’t plan for perfect!  It’s quality not perfection you should be striving for. Get the basics right, then build

on top of that.”

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•  Project managers are your friends.

•  They can be mean.

•  They can shout.

•  They say NO quite a lot.

•  But that’s what you pay them for.

Pillar 2

It’s all about your customer

? What relationship do they have with your brand?

Why do they value your brand?

Why are they visiting your site? Need states

How do they interact with your brand?

•  Same customer / different need state depending on where they are in their purchase journey..

vs

Luxury item (considered purchase):

Desire -> go to your store for inspiration

Eventually -> a functional customer

Visiting brand areas

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Non luxury item: (FUNCTIONAL)

You have a NEED

Compare prices

Go direct to shopping pages/SEARCH

Pillar 3

What does success look like?

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What are YOUR unique goals?

Pillar 4

Evolution not Revolution

Your complete redesign could lose you much needed revenue in the short term!

If you’re doing 100’s of orders per day, this could represent a major loss of revenue

Pillar 5

Make it sticky

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Shopping habits have changed

• With internet

78

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Grab and drag charms emulating the real experience!

Click straight to checkout

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Video of catwalk plays with option of clicking to product detail

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Remember: PEOPLE DON’T BUY FIRST

TIME (unless it’s Amazon)

Pillar 6

Customer Service

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http://www.youtube.com/watch?v=DgVCVoa1Ofo

Launched in 2000

Turned over $1bn in 2009

Sold to Amazon for $1.2bn in 2010

BUY THIS BOOK

Pillar 7

It’ll bite you in the ass (cutting corners, that is)

Top 5

5

4

3

2

1

**BONUS**

Pillar 8

Beyond the website

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And most importantly…

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Pillars 9 – 100

coming soon..!

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So

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No such thing as perfect…

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There’s no one size fits all…

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One thing’s for sure…

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In summary •  The nature of ecommerce has changed

and will keep changing every single day

•  The landscape, as we know it, is getting more distributed, more social, more global and more complicated

•  Your ecommerce strategy must go beyond website/search/email/affiliate/social in order to keep you ahead of the game

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Thanks for listening

fadi.shuman@pod1.com LinkedIn: Fadi Shuman

Twitter: @fadi

Pod1.com Blog.pod1.com

Twitter: @pod1