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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
[email protected] LinkedIn: Fadi Shuman
Twitter: @fadi
Pod1.com Blog.pod1.com
Twitter: @pod1