direct: the shortest way to roi conversion tactics for direct marketers

© ZEON SOLUTIONS INC.

Direct: The shortest way to ROI Conversion tactics for direct marketers

November 14, 2012 Accelerating Revenue Through Technology

© ZEON SOLUTIONS INC.

Today’s speaker

Scott Kush – Business Development

In this webinar, we will…

• Discuss the unique e-commerce challenges facing direct marketers and MSPs today

• Introduce tools to better engage customers and increase conversion

• Look at ROI drivers like enterprise search, mobile channel optimization

Agenda• Direct Marketing Challenges• Oracle Endeca Enterprise Search Solutions• Customization, Configuration and Product Selection• The Future is Mobile• Zeon Solutions• Q & A

More buying options than ever!

• Traditional ROI calculations no longer apply• Customers want quality, permission-based content

Where will customers shop?

Agenda• Introduction• Direct Marketing Challenges• Oracle Endeca Enterprise Search Solutions• Customization, Configuration and Product Selection• The Future is Mobile• Why Zeon?• Q & A

Guided navigation

Constructive influence

• Conversion increased 25%• Revenue increased 28%• Organic traffic increased

more than 10%

• “…we use the Endeca platform to offer our customers a seamless shopping experience.”

Success story: Capitol Lighting

Agenda• Introduction• Direct Marketing Challenges• Oracle Endeca Enterprise Search Solutions• Customization, Configuration and Product Selection• The Future is Mobile• Why Zeon?• Q & A

According to Gartner -

“Customer experience refinements can be lucrative; search technology and recommendation technologies can drive increased purchase size and develop better margins.”

Source: Best Practices in Strategically Combining Search, Content Analytics and E-Commerce

25 May 2012, Whit Andrews, Gene Alvarez

Increasing pressure on e-commerce

E-commerce-driven

product configuration

Merchandisers demand robust

image configurations

Consumers demand

personalized product at mass-production prices

Manufacturers pressured to

reduce O2C cycles

Personalize the customer experience• Product selection tools

• Custom configurators

Product selection wizard

How to begin

• Choose an experienced partner

• Identify the most viable product lines

• Determine how backend production, delivery processes support configuration

• A major step -- creating vignettes

• Use high resolution imagery for photography and design

Configurable product workflow

1. Customer shops website

2. Customer selects product

3. Customer uploads image

4. Customer Adjusts Logo/Adds

Text

5. Checkout process 6. Order received/managed

7. Order produced/shipped

5. Customer Views and Approves

Proof

Conversion through customization:

• Everything from OSHA signs to 5-figure furniture purchases require customization

• Customers now want ‘virtual proofs’, demand instant gratification, free processes

Customization trends

• Apparel, jewelry, accessories

• Automotive products

• Footwear

• Furnishings, home decor

• Office products, stationery

• Sporting goods

• Home design

Additional applications

Big benefits

• Reduce order-to-cash cycle• Save time in production asset management• Increase conversion• Lower cart abandonment• Infinite ways to enhance existing merchandise• MUCH better customer experience!

Agenda• Introduction• Direct Marketing Challenges• Oracle Endeca Enterprise Search Solutions• Customization, Configuration and Product Selection• The Future is Mobile• Why Zeon?• Q & A

Source: Get Elastic, Elastic Path Software 2012

Going mobile• 60 million Americans to

own tablets this year• Tablets driving bigger

share of online revenue• 49% of retailers say AOV

from tablets is higher than traditional sales

• QR code use growing• 75% offer 2D technology,

barcode scanning

The ROI of mobile?

Mobile apps - high level classifications

Categories

Internal Applications — target is company’s

workforce and internal business processes

— CRM, Field Service, BI

External Applications — target is customers

and business partners — E-commerce, Catalog

Types

Static Applications — Calculator, Games, Photos,

Your Catalog

Dynamic Applications — USA Today, Facebook,

Amazon

Mobile apps definedNative App Hybrid App Mobile Web App

• Native UI• Superior/best user experience• Offline access• App store distribution

• Limited code reuse- unless developed via cross-platform

• Web UI• Application data delivered in HTML• Light native platform capabilities• Significant code reuse• App store distribution

• One-size-fits-all user interface• Basically a ‘fancy web app’• Limited performance, wrapper

• Web UI• One-size-fits-all user interface• Code reuse across all OSs• Always runs in device browser

• Limited device-specific functions• Inferior user experience• Limited functionality when offline

• Integrate e-commerce, CMS, mobile with enterprise systems

• Mobile product configuration tools

• Cross-platform development

– Appcelerator

• Optimized mobile experience

– Mobify cloud

• Responsive design

• Geo location

Mobile best practices

Success story: Brady Direct Challenge• Allow customers to view all orders , order history on mobile device• Enable orders via e-commerce or through quote requests to call centerSolution • Common mobile architecture integrates to multiple back-end systems , repositories• iPhone and Android cross-platform development• Push notifications from SAP

Mobile proof of concept workshop

• Stakeholder meetings to assess needs, develop strategy

• Assessment of mobile for your business

• Deliverables include mobile roadmap and click-through prototype that demonstrates business value

Zeon Solutions

• Enterprise e-commerce, software application development, search marketing

• B2B, B2C, B2B2C e-commerce, enterprise apps and integration experience

• Broad range of services

– Development, design

– Customization, support

• Partner with industry leaders

• Ten years in business

• 300+ employees; global footprint

• Questions?

Contact us

Scott KushSenior Business Development ManagerZeon Solutions, Inc.603.262-5057scott.kush@zeonsolutions.com