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E-Commerce Growth 25 proven tactics to grow your E-Commerce October 2015
3 pillars to define and implement actionable tactics for more growth
Customer acquisition Conversion Retention
©iVentures Consulting 2015 2
Which differentiating tactics to grow your e-commerce? Opportunities for differentiation exist all along the customer journey. They can come in the form of improvements on existing actions (quick win) and/or implementation of new features and services in the following fields:
Social media
Content marketing
Personalization
Mobile
Customer service
Delivery
Incentives
Communication emails
✔
First, for each chosen tactic, don’t forget to identify and prioritize your goals?
©iVentures Consulting 2015 4
Increase brand awareness Provide a unique experience
Make customers discover products Increase conversion
Engage customers Increase average order value
Reassure customers Increase customer satisfaction
Drive traffic in-store and to eShop Reinforce customer loyalty
How can social media have greater impact on your sales?
Highlight deals, special offers and exclusives on Facebook and Twitter, and make them shoppable now.
Sephora’ s special offer on Facebook
©iVentures Consulting 2015 6
Quick win Tactic #1
Kate Spade’ s special offer on Facebook Saks’ exclusive on Facebook
Kenzo’s new bag on Instagram Bobbi Brown Cosmetics’ collection on Saks’ Facebook
Warby Parker’s highlight of sunglasses to buy now on Twitter
Highlight new arrivals, collections and products on Facebook, Twitter, Instagram and Pinterest, and make them shoppable now.
©iVentures Consulting 2015 7
Quick win Tactic #2
How to drive E-Commerce success with Content Marketing?
Provide customer online reviews and testimonials on product pages to convince other customers to buy a product.
Sephora’s rating & review section ModCloth’s rating & review section
©iVentures Consulting 2015 9
Quick win Tactic #3
Be more transparent about products on product pages: • Origin. • Composition/ingredients. • Pricing.
Everlane’s transparency on pricing and origin
©iVentures Consulting 2015 10
Stoffa’s transparency on composition and origin Kiehl’s transparency on ingredients
Quick win Tactic #4
Show product in action through video on product pages: • Product worn and staged. • Product demonstration. • How to’s.
Everlane’s product video on product page
©iVentures Consulting 2015 11
Net-A-Porter’s product video on product page Benefit’s Tips & Tricks video on product page
Quick win Tactic #5
Create and highlight inspirational images and videos on home and landing pages, staging products and collections and make them shoppable: • Lifestyle lookbook (fashion). • Still-life. • Campaign.
H&M’s Coachella shoppable inspirational images (lookbook style)
©iVentures Consulting 2015 12
Kate Spade’s shoppable inspirational video (lookbook style)
Clinique’s inspirational images to shop now (Still-life style)
Tactic #6 New content
Create an editorial/ tips section or a magazine with shoppable content to inspire and guide customers in their purchase: • Tips & tricks (Cosmetics, Fashion, Consumer electronics, etc.). • Lookbooks, editor’s picks … (Fashion). • Product tests & reviews (Consumer electronics).
Harrods’ editorial Style Insider section
©iVentures Consulting 2015 13
Sephora’s beauty section Fnac’s editorial section managed by store
experts
Tactic #7 New content
How to personalize the customer experience?
Push real-time sophisticated up and cross-selling opportunities on product pages, shopping bag and communications emails. • Complementary items. • Similar items. • People who bought this item also bought. • Etc.
Amazon’s cross-selling based on what people who viewed this item also viewed
©iVentures Consulting 2015 15
Saks’ “complete the look” cross-selling Sephora’s similar products cross-selling
Quick win Tactic #8
Push the right information and offers at the right time on all your E-Commerce channels (web, mobile, emails & newsletters), based on: • Navigation & search queries. • Purchase history. • Shopping bag & wishlist. • Geographic location. • Customer segments.
Amazon’s recommendations based on previous purchases
©iVentures Consulting 2015 16
Fnac’s recommendations based on previous purchases and browsing
history Zappos’ recommendations based on
previous purchases and browsing history
Tactic #9 New feature
How to create effective customer incentives? ©iVentures Consulting 2015 17
Push incentives/offers to encourage prospects and customers to place orders, subscribe to newsletters or deals, etc… • Discounts, vouchers, free delivery, free services, gifts etc.
©iVentures Consulting 2015 18
Bonobos’ incentives to subscribe to newsletter and encourage a 1st order (discount and free shipping)
Zalando’s incentive to subscribe to newsletter (voucher)
Instacart’s incentive to encourage a new order
Estée Lauder’s incentives to subscribe and encourage a 1st order (discount)
Tactic #10 Quick win
10/7/2015 Gmail - We miss you, Aurelia!
https://mail.google.com/mail/u/0/?ui=2&ik=fbe4e7b816&view=pt&search=inbox&th=15042c9e9f547ac7&siml=15042c9e9f547ac7 1/2
Aurelia Ammour <[email protected]>
We miss you, Aurelia!1 message
Instacart <no-[email protected]> Wed, Oct 7, 2015 at 4:52 PM
Reply-To: Instacart <no-[email protected]>
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Reward customers for their purchases, repeat visits, birthday etc… • Earning points to receive discounts, free delivery, free services, gifts etc.
©iVentures Consulting 2015 19
Starbuck’s reward program: track points/stars and redeem rewards (free drinks, free food …)
Sephora’s reward program: track points and redeem rewards (free gifts, special offers, free beauty classes…)
Tactic #11 New feature
How to create effective customer incentives?
©iVentures Consulting 2015 20
How to build a mobile growth engine?
Build a user-friendly M-Commerce app on iOS and Android in addition to your mobile version. • Only 51% of leading E-Commerce players have an M-Commerce app on iOS and 37% on Android (1).
©iVentures Consulting 2015 21
Apple’s M-Commerce app Target’s M-Commerce app Net-A-Porter’s M-Commerce app Neiman Marcus’ M-Commerce app
(1) Source: eShopper Index 2015
Tactic #12 New channel
Push notifications about new arrivals, special offers, events, rewards, reminders etc. • Opt-in: ask for permission. • Segmentation and personalization based on behavior, location etc. • Right day and time.
©iVentures Consulting 2015 22
Spring’s notifications highlighting special offers
Net-A-Porter’s notification pushing editor’s new curation
Apple’s notification pushing a reminder for an upcoming appointment at the Genius bar
Tactic #13 New features
H&M’s notification highlighting a special offer to be redeemed in store
and online
H&M’s notification highlighting looks curated by David Beckham
Implement mobile in-store features such as: • Special offers/coupons to be redeemed in store. • Indoor information: store news, new arrivals, events, amenities … • Interactive maps, in-store GPS, aisle navigation … • In-store product availability. • Etc.
©iVentures Consulting 2015 23
Toys“R”Us’ mobile coupon to be redeemed in store
Apple’s welcome message and store news once in store
Neiman Marcus’ in-store offers and ability to contact a sales person
Target’s special in-store deals and interactive map to find a product
Tactic #14 New features
Provide a “SNAP, FIND, SHOP” feature that lets shoppers snap a picture of an item that they want, which can then be located in-store and/or in the eShop.
Amazon’s “scan, find and shop” feature Macy’s image search feature Neiman Marcus‘ “Snap, find and
shop” feature Zalando’s photo search feature
Tactic #15 New feature
©iVentures Consulting 2015 24
How to increase customer service efficiency?
©iVentures Consulting 2015
Provide and highlight customer service all along the customer journey (your customers might need help before, during and after purchase).
Clinique offers direct access to all customer service contacts through the navigation bar
26
Zappos highlights its 24/7 customer service at the top of every page
Tactic #16 Quick win
Zalando highlights the helpline at the top of every page
Provide a fast and clear answer (your customers need reassurance before, during and after purchase).
A clear answer from Sephora to a Facebook query
©iVentures Consulting 2015 27
A clear answer from Saks to an email query
Tactic #17 Quick win
14-10-22 ��11:33Gmail - Regarding Your Inquiry <<#882787-3741633#>>
� 1 ��� 2 ��https://mail.google.com/mail/u/0/?ui=2&ik=7e7ab28b92&view=pt&search=inbox&th=1493341a497d2cef&siml=1493341a497d2cef
Julie Duval <[email protected]>
Regarding Your Inquiry <<#882787-3741633#>>1 message
Service <[email protected]> 21 October 2014 17:08To: [email protected]
Dear Julie,
At Saks Fifth Avenue, we want you to be pleased with your purchase. If for any reason you are not completelysatisfied, you may exchange, replace, or credit your purchase when it is presented in saleable condition. Simplyfollow the guidelines below.
Full-priced merchandise, with the exception of watches, jewelry and electronics, presented after 30 days will becredited based on the current selling price. Returns of watches, jewelry, electronics, sale merchandise andFashionFix items will not be accepted after 30 days. Please note: FashionFix purchases cannot be returned instores.
Requests for adjustments will be honored if the merchandise was purchased at full price and if it is marked downwithin 7 days of purchase.
Unfortunately, we cannot exchange, replace or credit gourmet, monogrammed or personalized items.
Should you wish to return merchandise, you have two options available to you. You can present the merchandiseto an associate at your area Saks Fifth Avenue with the original receipt or gift receipt or you can mail your returnto our distribution center.
Should you wish to mail the package to our distribution center, retain the top portion of the Shipping Summarypacking list. Enclose the completed Return Form with your shipment. Affix the pre-paid USPS Return Label to theoutside of the package and send via U.S. Mail; a $9.50 return postage charge will be deducted from your refund. Ifyou choose to ship your return via a different carrier, please insure the package and ship to:
Saks Direct Returns1 Waldenbooks Dr
La Vergne, TN 37086
Thank you for shopping at Saks.com.
Sincerely,
Kesha Higgins
Saks.com Associate
To speak with a saks.com Sales Associate by phone, feel free to call 1-877-551-7257, 24 hours a day, 7 days aweek. If you are calling from outside the USA or Canada, please dial toll-free 1-800-7257-7257. If you are unableto connect with our toll-free numbers above, please dial 1-601-592-2860. (International long distance charges will
A clear answer from Zappos to a Twitter query
Increase your points of contact by providing customer service through phone and email but also by chat, click to call, Facebook and Twitter. Offer a clear FAQ as well.
Kate Spade highlights contact means in the navigation bar (phone, live chat and
email)
©iVentures Consulting 2015 28
Burberry’s list of contact means in the contact section (phone, email. live chat,
call back, Twitter and Facebook)
Zappos highlights contact means in the navigation bar (phone, live chat and email)
Tactic #18 New services
How to use email more efficiently?
Send an “abandoned cart” email to customers who added products to their cart but didn’t complete check out.
©iVentures Consulting 2015 30
Tactic #19 Quick win
Selfridges’ reminder email for abandoned cart
©iVentures Consulting 2015 30
Ralph Lauren’s reminder email for abandoned shopping bag
Chubbies’ creative reminder email for abandoned shopping cart
Send a post-purchase email to request customer feedback about purchase experience.
©iVentures Consulting 2015 31
Tactic #20 Quick win
Bloomingdale’s email asking customer for feedback
©iVentures Consulting 2015 31
Nasty Gal’s email asking customer for feedback
Foot Locker’s email asking customer for feedback including an incentive to win gift
cards
6/10/2015 Gmail - Give us your opinion for a chance to win a $150 gift card
https://mail.google.com/mail/u/3/?ui=2&ik=1cce334d74&view=pt&q=survey&qs=true&search=query&msg=14e64d6edece3a76&siml=14e64d6edece3a76 1/2
Christophe Biget <[email protected]>
Give us your opinion for a chance to win a $150 gift card
Foot Locker VIP <[email protected]> 6 July 2015 at 21:27Reply-To: Foot Locker VIP <support-[email protected]>To: [email protected]
Take a quick survey and you'll be entered to win a Foot Locker gift card!
View Online Customer Service - 1.800.991.6815
FREE SHIPPING on select styles* or on orders over $75.** Use code: EMFL57V3
*Offer valid only on eligible items. Eligible items will indicate "this item ships FREE" in blue type on the product's description page.
Items in your cart that are not eligible are subject to shipping charges. Shipping will be automatically deducted at checkout. Valid
only at footlocker.com. Offer is limited to standard delivery within the 48 contiguous United States and APO/FPO addresses.
Excludes bulk orders and drop ships. Entire order must ship to a single address. Does not apply to prior purchases or open orders
and cannot be combined with any other offer. Customer is responsible for shipping costs on returned merchandise. May not be
Send an email a few weeks after purchase to request customer ratings and reviews.
©iVentures Consulting 2015 32
Tactic #21 Quick win
Clinique’s follow-up email requesting product review
©iVentures Consulting 2015 32
Amazon’s follow-up email requesting purchase rating and review
5/10/2015 Gmail - Write a review about your clinique.com purchase
https://mail.google.com/mail/u/3/?ui=2&ik=1cce334d74&view=pt&search=inbox&msg=1490e79fc1e9e315&siml=1490e79fc1e9e315 1/2
Christophe Biget <[email protected]>
Write a review about your clinique.com purchase
Clinique Online <[email protected]> 14 October 2014 at 13:45
Reply-To: Clinique Online <support-[email protected]>
Review your purchase! View this email in a web browser
Dramatically Different Moisturizing Lotion+
Saks’ follow-up email requesting product rating and review
Send an automated replenishment email to remind customers to re-order items when they run out (Beauty, Vitamins, Office Supplies, Pet food, etc.).
©iVentures Consulting 2015 33
Tactic #22
Example of Clinique’s replenishment email to re-order shaving cream
©iVentures Consulting 2015 33
Example of Ole Henriksen’s replenishment email to re-order skincare favorites
New feature
Example of Myblinding’s replenishment email to re-order comb supply
How to improve the delivery experience?
Provide and highlight free delivery and return all along the customer journey.
©iVentures Consulting 2015 35
Neiman Marcus highlights free shipping and returns at the top of every page
Net-A-Porter highlights free 3-day delivery and returns at the top of every page
Nordstrom’s highlights free shipping and returns at the top of every page
Coach highlights free shipping and returns at the top of every page
Tactic #23 Quick win
Provide an easy return process and attractive conditions: • Extended return time-frame (30 to 365 days). • Pre-paid return sticker. • Returns possible either in-store or through home pick-up.
©iVentures Consulting 2015 36
Burberry’s list of contact means in the contact section (phone, live chat, call back,
Twitter and Facebook)
Zappos highlight of contact means from the navigation bar (phone, live chat and
email)
Bonobos’ return conditions: 365 days, free return shipping label
Farfetch’s free return pick-up at home
Amazon’s easy return process
Tactic #24 Quick win
Provide delivery service that goes beyond standard and express shipping: • Click & Collect and/or Reserve & Collect. • Fast delivery in 1 to 3 hours.
©iVentures Consulting 2015 37
Dior Parfum’ s package Amazon’s one-hour delivery service
Gap’s Reserve in store service
Apple’s Click & Collect service
Everlane’s one-hour delivery service
Tactic #25 New services
©iVentures Consulting 2015 38
You may also like the eShopper Index 2015 J
The E-Commerce reference Index based on the eShopper journey 1
2
3
4
Analyzes and ranks performances all along the customer journey (before, during and after purchase).
Covers 14 sub-steps of the customer journey across over 250 criteria.
Provides cross-sector comparisons through over 111 American and European companies.
Identifies best practices on all these sub-steps including online marketing and omnichannel.
URL: goo.gl/thGoFE
©iVentures Consulting 2015
[email protected] | www.facebook.com/IventuresConsulting | @iVenturesC
Paris
Christophe Biget Partner @cbiget
7/11 rue de l’Yvette
75016 Paris
Aurelia Ammour Partner
@aammour
1714 Lombard Street San Francisco CA 94123
San Francisco
39
Contact us
About iVentures Consulting
• Digital transformation: digital integration in all aspects of business
• E-Commerce & Omnichannel audit and strategy definition
• Support to implementation • Partnership with startup
ecosystem
C O N S U L T I N G
• E-Shopper Index: Ranking & Analysis of leading companies’ E-Commerce performances all along the customer journey
• Deep dive analysis: E-Commerce & Omnichannel performances optimization
B U S I N E S S I N T E L L I G E N C E
• Training • Digital academy • Reverse mentoring • Learning trips
D I G I T A L S K I L L D E V E L O P M E N T
M A I N C L I E N T S
Fashion & Luxury: Baccarat, Boucheron, Celine, Esprit, Givenchy, Kering Group, Lacoste, LVMH Group, Loewe, Moet Hennessy, Vilebrequin. Beauty: Diptyque, Feelunique.com, Lancôme, L’Oréal Paris, Nocibé, Paco Rabanne, Puig, Sephora, Yves Rocher. Retail: Carrefour, Darty, Fnac, Stokomani, Tati, Truffaut. Travel : Ada, Aéroport de Paris, Air France, Liligo.com. Voyages-sncf.com, SNCF. Media & Entertainment: AFP, Curse.com, IsCool Entertainment, Le Monde, Micromania/ Gamestop. Others: Alstom, Areva, BNP Paribas, Ducati, EDF, GMF, Groupama, Icade, Société Générale, Saint Gobain, SC Johnson, Suez, Total , Véolia.
iVentures Consulting is a Management Consulting boutique dedicated to Digital transformation and Ecommerce & Omnichannel Strategy, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco. iVentures Consulting mainly works in Fashion, Luxury, Beauty, Retail, Travel and Media & entertainment.
Management team
©iVentures Consulting 2015
• MS, ESCP Europe • Aurélia is Co-founder and Partner at iVentures Consulting, a
management consulting firm specialized in Digital Transformation and E-Commerce & Omnichannel. She is the co-creator of the eShopper Index, launched by the firm in 2013. Prior to creating iVentures Consulting, Aurelia spent five years working in venture capital at Europatweb and Global Technology Investments as an Incubation Project Director and Senior Associate specialized in Internet, Entertainment, Media and Mobile services. In 1995, Aurélia co-founded one of France’s first interactive agencies, which was later sold to Havas Advertising Group to become ConnectWorld. Since 2007, Aurélia is regularly featured in Private Equity Magazine and L’Entreprise Magazine as a guest journalist /expert on new technologies & venture capital. She also is a guest speaker at leading business schools (ESCP Europe, Dauphine University/ Strategies), where she participates as a visiting professor on “Entrepreneurship marketing” , “Digital Business strategy & organization” and “Digital P&L”
A U R E L I A A M M O U R P a r t n e r , S a n F r a n c i s c o eShopper Index Co-creator
C H R I S T O P H E B I G E T P a r t n e r , P a r i s eShopper Index Co-creator
• MBA London Business school • Christophe is Co-founder and Partner at iVentures Consulting, a
management consulting firm specialized in Digital Transformation and E-Commerce & Omnichannel. He is the co-creator of the eShopper Index, launched in 2013. Prior to creating iVentures Consulting, Christophe spent five years in management consulting in Paris and London as a Manager with Andersen Consulting, Viant and Acemis. Christophe has led strategy, organization and internet consulting projects in the fields of media, entertainment, distribution and telecom. He contributed to the development of firms such as Vivendi Universal, Emap, Granada, SFR. Before moving into management consulting, Christophe spent 6 years in the music and video industry, as sales manager and marketing manager with Sony Music and Cogedep, a national retail distributor.
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