How to build the PERFECT ecommerce website

pod1.com @pod1 Facebook.com/Pod1Group @fadi

Perfect Commerce?

Planning the ‘perfect’ ecommerce website

Pod1.com @pod1 Facebook.com/Pod1Group @fadi


Pod1 is a global network of digital agencies

Provide integrated ecommerce & marketing solutions

London, New York & Cape Town

And just launched…


We don’t just do fashion…


Some stats…


•  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


•  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%


So what does the perfect ecommerce

website look like?



Some examples (that are perfect for their audience)…




www.made.com




Customer dictates to the business…not the other

way around…


www.nakedwines.com




Sarah used to have 100 people walk by her stall

every Saturday…


www.supermarketsarah.com





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


A domestic chore can even become a

successful online business…


www.rekn.it


www.NachosNY.com


Time to get a little serious


Some lessons..


7 pillars of ecommerce ** 2010 Edition **

Pillar 1

Have a plan




“Understand your requirements before

thinking about technology.”


“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.”



•  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


Non luxury item: (FUNCTIONAL)

You have a NEED

Compare prices

Go direct to shopping pages/SEARCH

Pillar 3

What does success look like?


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


Shopping habits have changed

• With internet

78




Grab and drag charms emulating the real experience!

Click straight to checkout



Video of catwalk plays with option of clicking to product detail



Remember: PEOPLE DON’T BUY FIRST

TIME (unless it’s Amazon)

Pillar 6

Customer Service


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



And most importantly…


Pillars 9 – 100

coming soon..!


So


No such thing as perfect…


There’s no one size fits all…


One thing’s for sure…



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


Thanks for listening

[email protected] LinkedIn: Fadi Shuman

Twitter: @fadi

Pod1.com Blog.pod1.com

Twitter: @pod1

Business

How to build the PERFECT ecommerce website