e-commerce growth: 25 proven tactics to grow your e-commerce

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?


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


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.


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


Quick win Tactic #3

Be more transparent about products on product pages: •  Origin. •  Composition/ingredients. •  Pricing.

Everlane’s transparency on pricing and origin


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


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)


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


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


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


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.


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]>

To: [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.


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…)


How to create effective customer incentives?


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).


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.


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.


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



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

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Zappos highlights its 24/7 customer service at the top of every page


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


A clear answer from Saks to an email query


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)


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.



Selfridges’ reminder email for abandoned cart


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.



Bloomingdale’s email asking customer for feedback


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.



Clinique’s follow-up email requesting product review


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]>

To: [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.).


Tactic #22

Example of Clinique’s replenishment email to re-order shaving cream


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.


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


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.


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


Provide delivery service that goes beyond standard and express shipping: •  Click & Collect and/or Reserve & Collect. •  Fast delivery in 1 to 3 hours.


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


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


[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


•  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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