brisbane shopify meetup - 23rd february 2017

BRISBANE SHOPIFY MEETUP

BRISBANE

MEETUPThursday 23rd February 2017

#ShopifyMeetup

#ShopifyMeetup

Welcome!

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Who is Attending this Shopify Meetup?Over 250+ people on the guest list.

74%

21%

4%

Sells Online or Off -line MyselfHelps Merchants Sell OnlineNo Response

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About the HostsReload Media is a Shopify Experts agency and Google Premier Partner, having worked with dozens of Shopify and Shopify Plus sites on all facets of their digital marketing, including Google AdWords, SEO, Pay Per Click, Social Media and more.

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Tonight’s SpeakersOur speakers and panel for tonight are:

Mike AngellCulture Kings

Jerko GromGoogle

Jason BowmanShopify Plus

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Mike Angell Culture Kings

Why we use Shopify1. It scales —>

2. Our developers can’t break it

3. Our developers are forced tocreate features that scale

4. The core can’t be changedmeaning integrations won’t break

5. The out of the box customerexperience is world class

6. We don’t need to worry

7. We can operate with less developers

How we use Shopify

ERP PIM Shopify

Shopify

Shopify Ebay

Products

1. Handles PO’s2. Only has Basic

Product Data

1. Product Data isexpanded

2. New product titles3. Product Descriptions4. Images5. Populates Collections6. Populates Tags

1. Only tagging is allowed2. Products never created

This makes the following possible

How we store Product Data in Shopify

1. We use a global meta field called JAN

2. We use this field as we can access it in the product API call

3. This allows us to sync all our products and supplement data in bulkand not hit API limits.

4. We store the data in JSON format and we have an open sourceliquid library to handle converting this in liquid.

5. We use this over multiple meta fields as they are difficult to syncand at our size it would take over 24 hours to sync changes vsonly a minute with the single field approach.

How we use Shopify

ERPOMSShopify

Shopify

ShopifyEbay

Orders

1. Inventory Moves2. Financial Moves

1. Address Validation2. Label Generation3. Order Statuses4. Wave Picking5. Android Scanners6. Pack Stations

1. Only accepts the order2. We use Shopify Fraud3. Refunds are done in Shopify

POS1. Coming 20172. Provides Ship from

Store

This makes the following possible

What are our pain points?

1. Shopify Scripts although extremely powerful doesn’t provideenough CPU resources to run complex best price algorithms.

2. Doesn’t currently support Tokenised payments (Saved CC)

3. Shopify Scripts can not automatically add items to cart. We do work around this with a front end implementation but createsincreased customer service work when customers don’tnotice that they can add the item.

4. Sections are an awesome features but need to be expanded to work on other pages than just the homepage. (Looking atpage management outside of Shopify)

Thanks

Mike AngellEcommerce Director

Culture Kings

https://www.linkedin.com/in/michaelangell

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Jerko Grom Google

Google Confidential and Proprietary

Brisbane Shopify Meetup

Jerko Grom APAC Product & Sales ActivationFebruary 2017

Proprietary & Confidential

Australian Retail Ecommerce2017 estimates

$13B5.3% of total retail sales

Source: Emarketer, jan 2015, Australian Retail Ecommerce Sales to Top $10 Billion in 2015

Proprietary & Confidential

90%

“Of Smartphone users aren’t absolutely sure of the specific brand they want to buy when

they begin shopping”

Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1,291 online smartphone users 18+.

Proprietary + Confidential

How many brands Did consumers consider, before their product purchase ?

The Consumer Barometer Survey 2014/15

Proprietary & Confidential

WIN SHOPPERS IN THE MOMENTS THAT MATTER MOST

Proprietary + Confidential

Proprietary & Confidential

Businesses love Google Shopping

-15%+37%

Lower CPCs

Higher conversion rates

+61%ROI

Source: Google Internal data 2015/16

Optimize & Experiment

Set up for Success

Proprietary & Confidential

Create a Feed

01 02 03

ARE YOU READY?

Proprietary + Confidential

Proprietary & Confidential

Google Merchant Center 4x steps to publishing products

Proprietary + Confidential

ImageHigh quality images are key

to good CTR

TitleCrucial attribute to match

search queriesTriggering, ranking &

visibility

Up to 150 characters allowed70 visible in your ad

Use Google Taxonomy Drill down to third level (if possible)

Recommended: 800x800 pixelsNo watermarks or text

Brand + Product + Attributes (Material, Color, Size, Weight,

Quantity)

Furniture > Outdoor furniture > Outdoor seating

> Outdoor chairs

Google Product

Category

Set up for Success

Proprietary & Confidential

02

Proprietary + Confidential

1x Online Store 8x Categories 100+ Products

Proprietary + Confidential

Core Campaign

Inventory: 100%Bid: LowPriority: Low

Necklaces Campaign

Inventory: 25%Bid: MidPriority: Medium

Audience:Category & Product Visitors

Audience:Basket Abandoners

Audience:Previous Buyers

Earrings Campaign

Inventory: 20%Bid: MidPriority: Medium

Best Sellers Campaign

Inventory: 5%Bid: HighPriority: High

Proprietary + ConfidentialMerchant Promotions Product Ratings

Optimize & Experiment

Proprietary & Confidential

03

Proprietary + Confidential

Optimize for Profit Define key metric segments

Market Presence Acquisition Conversion

Cost of Sale: 9%

Proprietary + Confidential

Optimize for Profit Identify best selling items

Cost of sale: 2%

Proprietary & Confidential

What Next

Proprietary + Confidential

Availability Google Shopping is truly global

2016: 23x Countries

Q1 2017: 4x New Countries - NZ, SG, ZA, IE

+ Adding New

Proprietary + Confidential

Export to New Markets with currency conversion & 2nd languageScandinavia & Belgium

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Jason Bowman Shopify Plus

JasonShopify Plus

Being human in the robot future(Keeping your brand intact when the tools are doing most of the work)

Automation is good.Failing to steer the direction is not...

377,500Who knows what that number is?

In real life

Talk about your brand. (Let's do that right now)

Storefront● Don't let the base theme make all the decisions

○ Make the theme or design your own.○ Customise it○ Progressive updates

● Make the experience better for your customer.○ Talk to customers (often)○ Personalise, adapt

Emails are awesome● Customise those notifications!

○ Add your own language○ Add your own brand style○ Personalise for the customer (Liquid!)

● Carry value and personalise where possible● Seriously, don't spam and don't buy lists

(We can talk about apps another day)

Delivery / Returns● Your job isn't over once it has left your hands● Add your brand style into packaging, unboxing and

delivery experience.○ This can have a remarkable impact in social

sharing from customers● Talk. Follow up, feedback & reviews

Be social on social● Interact

○ Respond○ Answer the hard questions

● Don't push a stream of products 24/7. That's not how people talk (and is boring).

● Push your brand and style - the things that make you unique (that's interesting)

Just be available● Contact forms are ok (if responded to)

○ Have you considered the language and style of replies.

○ What about speed in reply?○ What happens in/out of normal biz hours?

● Is chat, messenger, phone better? ● Don't be perceived as being hard to get a hold of

Just start somewhere

Don't worry if it's not the "right" place. Try. Test. Repeat.

Questions?Twitter: @freakdesign

ecommerce.shopify.com

shopify.com/guides

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Question Time!

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Stay in Touch!To stay in the loop for future Brisbane Shopify Meetup events, you can:

o Join the “Brisbane Shopify Meetup” group on Meetup.como Follow the Reload Media twitter account @reload_mediao If you registered for tonight, we’ll email you when the next

one is on.

Thanks for coming!

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Thanks for Coming!