10 steps to a fast growing e-commerce company
TRANSCRIPT
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eZ CONFERENCE 2017
08. JUNE 2017 I ORIGAMMI.COM
10 STEPS TO A FAST GROWING E-COMMERCE COMPANY
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DIGITIZATION IN GREAT BRITAINIn Great Britain 4.5% are ordering their groceries online (8.47 billion £), in Switzerland 1.2%.The average purchase value in Great Britain is 132£ (165 CHF), in Switzerland 30£ (37 CHF).
Source: survey of A. T. Kearney in «Online Food Retail», 2300 consumers in Switzerland, Germany, Great Britain and France
THE DIGITIZATION OF EVERYTHING - ORGANIZATIONS MUST CONSTANTLY ADAPT TO CHANGING CONSUMER BEHAVIOR
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SEAMLESS & ENGAGING EXPERIENCES
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BUT USUALLY NOT SO SEAMLESS & NO SO ENGAGING
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THE PROBLEM OF PERSONALIZATION & AUTOMATION– Data accessibility– Marketing automation fatigue– The rise of PQL over MQL model
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BECOME A FAST GROWING E-COMMERCE COMPANY
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ATTRACT CONVERT CLOSE DELIGHT
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ContentKeywords
Call-to-actionLandingpageForm
WorkflowsLead ScoringPersonalizationMarketing Automation
SurveysSmart ContentCustomer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
Landing Page
Success Video PageProduct
Detail PageWelcome
back, Peter!
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#1 EXTERNAL VIEW INSTEAD OF INTERNAL VIEW
LOYALTY
Online touchpoints
Offline touchpoints
GOING TO SHOWROOM
TARGETED VIA REMARKETING
ORDER BROCHURES
DELIVERY OF BROCHURES
DELIVERY STATUS
NEWSLETTER
PURCHASEONLINE
DELIVERY OF CARE PRODUCTS
PROSPECT SALES AFTER-SALESSALES AFTER SALES LOYALTYAWARENESS
ON WEBSITE VIA GOOGLE
INTEREST OF CONSUMER
CALL & CONSULTING
INSTALLATION AT HOME
FEEDBACK& SERVICE
MAKE APPOINTMENT
INVOICE
ATTRACT CONVERT CLOSE DELIGHT
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ContentKeywords
Call-to-actionLandingpageForm
WorkflowsLead ScoringPersonalizationMarketing Automation
SurveysSmart ContentCustomer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
AppointmentShowroom-Visit
MagazineNewsletterConsulting
ConfirmationInspiration
Parquet-SamplesConsulting
Registration Bauwerk-ID
Warranty
Care products Online Shop
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#2 COMPETENCE INSTEAD OF ACCESS TO ERP
ATTRACT CONVERT CLOSE DELIGHT
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ContentKeywords
Call-to-actionLandingpageForm
WorkflowsLead ScoringPersonalizationMarketing Automation
SurveysSmart ContentCustomer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
Solarpanel PlannerAppointment
Customer MagazineConfirmation Inspiration
Consulting B2B-Shop Services
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#3 EVERYWHERE INSTEAD OF MOBILE, TABLET & DESKTOP
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#4 ECOSYSTEMS INSTEAD OF SELF PRESENTATION
Architect 1
Architect 2
Architect 3
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#5 INBOUND INSTEAD OF OUTBOUND MARKETING
ATTRACT CONVERT CLOSE DELIGHT
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ContentKeywords
Call-to-actionLandingpageForm
WorkflowsLead ScoringPersonalizationMarketing Automation
SurveysSmart ContentCustomer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
NewsletterCrewMember
Confirmation InspirationDiscounts B2C-Shop
CrewMember Services
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#6 PERSONALIZATION INSTEAD OF ONE SIZE FITS ALL
ATTRACT CONVERT CLOSE DELIGHT
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ContentKeywords
Call-to-actionLandingpageForm
WorkflowsLead ScoringPersonalizationMarketing Automation
SurveysSmart ContentCustomer Portal
FOLLOW UP
STRANGER VISITOR LEAD CUSTOMER PROMOTER
CHECK OUT ONBOARDING & SERVICES
Landing Page
Success Video PageProduct
Detail PageWelcome
back, Peter!
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#7 MICROSERVICES INSTEAD OF MONOLITHS
CHANNELS
BUILDING BLOCKS
BASIS
Connect Engage Convert Retain
SEO / SEM CMSPersonali-
zationSearch
LeadNurturing
MarketingAutomation
LoyaltyProgram
Analytics
CRM ERP Middleware PIM MAM
Customer Portal
ProduktkatalogContent
WarenbestandUser Interface
Datastore
Anwendung
Infrastr
uktur User Interface
Datastore
Anwendung
Infrastr
uktur
Produkte
User Interface
Datastore
Anwendung
Infrastr
uktur
Middleware
User Interface
Datastore
Anwendung
Infrastr
uktur
Content
User Interface
Datastore
Anwendung
Infrastr
uktur
Customer Portal
Shop
ERP
CRM
MAM
PIM
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#8 VIRTUAL INSTEAD OF REAL EXPERIENCES
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#9 DATA DRIVEN INSTEAD OF DATA INFORMED
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#10 KEY FIGURES INSTEAD OF DATA TRACES
CONSTANTLY ADAPT TO CHANGING CONSUMER BEHAVIOR
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BECOME A FAST GROWING E-COMMERCE COMPANY– #1 External instead of internal view – #2 Competence instead of access to
ERP– #3 Everywhere instead of mobile, tablet,
desktop– #4 Ecosystems instead of self
presentation – #5 Inbound instead of outbound
marketing
– #6 Personalization instead of one size fits all
– #7 Microservices instead of monoliths – #8 Virtual experiences instead of real
experiences– #9 Data driven instead of data informed– #10 Key figures instead of data traces
