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THE E-COMMERCE LEADERS’ PLAYBOOK | WWW.POWERRETAIL.COM.AU004

Contents

SITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMSSHIPPING/FULFILMENT/LOGISTICS PAYMENTS AND SECURITY MERCHANDISING

COMMERCE CROSS-CHANNEL INTEGRATIONANALYTICS SEO CONTENT MANAGEMENT

VIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIALSITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMS

SHIPPING/FULFILMENT/LOGISTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIONANALYTICS SEO CONTENT MANAGEMENT ONLINE

VIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIALSITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMS SHIPPING/FULFILMENT/LOGISTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIONANALYTICS SEO CONTENT MANAGEMENT ONLINE

VIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIALSITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMS SHIPPING/FULFILMENT/LOGISTICSSHIPPING/FULFILMENTTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATION

PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIONANALYTICS SEO CONTENT MANAGEMENT ONLINE


VIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIALSITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMS SHIPPING/FULFILMENT/LOGISTICSSHIPPING/FULFILMENTTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIONANALYTICS SEO CONTENT MANAGEMENVIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIAL

018 Space Race 2015: Start Your Engines

We all want more space - cyberspace, storespace, customer headspace, warehouse space, breathing space... What’s driving the Australian digital space race in 2015?

024 Dawn of the Digital Wallet?

It’s been touted as ‘the next big thing’ for years, but point-of-sale mobile commerce has so far failed to live up to expectation. Could the recent release of the NFC-enabled iPhone 6 be a sign that the tide is finally turning?

028 Will Marketplaces Take Over E-Commerce?

There has been a lot of buzz lately about the rise of marketplaces and what this means for retailers. Could we be about to witness the end of e-commerce as we know it?

Features


Contents










PUBLISHER/EDITOR-IN-CHIEFGrant Arnott

DEPUTY EDITORRory Betteridge

SUB EDITORSNicole Eckersley Sam Gopal Tami Iseli

NATIONAL SALES MANAGERAdrian Wakeham

ART DIRECTORNick Georgitsaros

CONTRIBUTORSMark BaartseMark BrixtonSteven CanzanoRick ChavieMinnie CollinsJeremy CrooksJim DavidsonNicole EckersleyKiel Egging

Ben FranziDonna FulmerSam GopalKatherine GrayChristine GuyCarl HartmannTami IseliFrancis KeaneyJulian Leach

Mark MichelonKarl NormanDavid SchweerAndrew ThomasBart ThomasKirsty TullChris VincentMike Webster

The E-Commerce Leaders’ Playbook is a product of

Producers of exceptional business media, including:

Stimulating Thought. Inspiring Action.

The Media Pad Pty LtdABN 75 126 991 535 32 Ricketts Rd, Mt Waverley, VIC 3149Tel: +61 3 9585 9824Email: [email protected]: www.mediapad.com.auTwitter: @mediapad

PRINTINGToppan Printing Co

© 2014 The Media Pad Pty Ltd All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, internet, email, mobile, social sharing or otherwise without the prior written permission of The Media Pad. While every effort has been made to ensure the accuracy of the information in this publication, the publishers accept no responsibility or liability for any errors, omissions or resultant consequences including any loss or damage arising from reliance on information in this publication. The views expressed in this publication are not necessarily endorsed by the editor, publisher or The Media Pad Pty Ltd.

Retailer Profiles

Benchmarking Study

InternationalTrunk Club .................. 104GameStop ................... 106Birchbox ..................... 108PetFlow.com ................ 110Bauble Bar .................. 112Burberry ..................... 114Zalando ...................... 116Williams-Sonoma ......... 118Ling’s Cars .................. 120Lolly Wolly Doodle ........ 122

Australia / NZPet Circle .................... 124HelloFresh .................. 126Le Domaine ................. 128Kent & Lime ................. 130Appliances Online ......... 132Sleeping Duck .............. 134Babydino .................... 136Showpo ...................... 138Culture Kings ............... 140Mighty Ape .................. 142

Following on from 2014, the Online and Multichannel Retail Benchmarking Report provides insight covering all facets of modern retail business to identify trends in the industry.

Business Attributes ...... 242Hosting and Usage ....... 244Platforms and Content ... 248Sales Statistics ............ 251Multichannel Features .... 256Fulfilment and Logistics .. 257Investments ............... 261

Content


Contents




SHIPPING/FULFILMENT/LOGISTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIOANALYTICS SEO CONTENT MANAGEMENT ONLINE

VIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIALSITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMS SHIPPING/FULFILMENT/LOGISTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIOANALYTICS SEO CONTENT MANAGEMENT ONLINE


LOYALTY, REMARKETING, CRM, SOCIALSITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMS

SHIPPING/FULFILMENT/LOGISTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIOANALYTICS SEO CONTENT MANAGEMENT ONLINE

VIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIALSITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMS SHIPPING/FULFILMENT/LOGISTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIOANALYTICS SEO CONTENT MANAGEMENT ONLINE

VIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIALSITE OPTIMISATION M-COMMERCE E-COMMERCE PLATFORMS SHIPPING/FULFILMENT/LOGISTICSSHIPPING/FULFILMENTTICS PAYMENTS AND SECURITY MERCHANDISING SOCIAL COMMERCE CROSS-CHANNEL INTEGRATIOANALYTICS SEO CONTENT MANAGEMENVIDEO MARKETING INCLUDING EMAIL, SOCIAL, SEM,LOYALTY, REMARKETING, CRM, SOCIAL










120 Why Invest In Mobile POS?

148 Customer Demand Dictates A New Retail Model

152 To Australia And Beyond

156 Streamlined Fraud Prevention

160 She’ll Be Right Mate - Website And App Monitoring

164 Investing in Attribution

166 Go Global Or Grow Local

170 Fine-Tuned Fulfilment

174 The Last Mile Of Delivery

178 The Art of Creating A Shipping Experience

182 Rethinking Cart Abandonment

184 Bringing Browsers Back

188 Building Partnerships That Count

192 Generate Revenue From Every Site Visit

196 The Multichannel Nature Of Shopping

200 PPC Weapons – Lock and Load

204 Stop Chasing Google

206 A New Way To Monetise Instagram

208 Content That Converts

212 Mobile Advertising

216 Marketplace Best Practices

220 Optimising Your Mobile Offering

224 Disposable Web Hosting

228 Going Global - Technology Considerations

232 Accelerating The Customer Journey

236 Finding A Solution Partner

Practicaland TacticalThis section contains a series of practical guides to inform and guide a retail leader’s decision making. From operations and logistics to multichannel strategy, we cover the major elements to be considered.


Contents










The best online retailers in Australia, ranked and listed in descending order.1 Woolworths2 Coles3 Officeworks4 Kogan5 Catch Of The Day6 JB Hi-Fi7 Dick Smith8 Harvey Norman9 OzSale10 Myer11 Target12 The Iconic13 Big W14 Grays Online15 David Jones16 The Good Guys17 Fishpond18 Dan Murphy’s19 Chemist Warehouse20 Deals Direct21 OO22 Booktopia23 Masters Home Improvement24 Appliances Online25 EB Games26 Quiksilver27 Toys’R’Us28 SurfStitch29 Temple and Webster30 Super Cheap Auto31 Rebel Sport32 Cotton On33 Bookworld34 Mwave

35 Country Road36 BrandsExclusive37 Crazy Sales38 Milan Direct39 Bonds40 Cellarmasters41 Kathmandu42 Adidas43 BCF44 Anaconda45 Zanui46 Shoes Of Prey47 Kitchenware Direct48 Lorna Jane49 Styletread50 Birdsnest51 Cracka Wines52 Spotlight53 Witchery54 Glue Store55 Forever New56 Michael Hill57 City Beach58 Beacon Lighting59 Vinomofo60 Ted’s Cameras61 Adairs62 Jeanswest63 Peter Alexander64 Shaver Shop65 Matt Blatt66 Marcs67 Hello Fresh68 Portmans

69 Real Smart70 Strandbags71 The Co-Op72 General Pants73 First Choice Liquor74 Pumpkin Patch75 Sportscraft76 House77 Adore Beauty78 Saba79 Millers80 Tiny Me81 The Nile82 Just Jeans83 Identity Direct84 Bendon Lingerie85 Wittner86 Sportsgirl87 Berlei88 NoteMaker89 eStore90 CELL Bikes91 Katies92 Betta93 EzyDVD94 RY95 Autobarn96 Dotti Clothing97 Supre98 Your Home Depot99 Glassons100 Bevilles

The best online retailers in New Zealand, ranked and listed in descending order.1 The Warehouse2 GrabOne3 FishPond4 PBTech5 Countdown6 Harvey Norman7 Mighty Ape

8 Ezibuy9 Briscoes10 JB Hi-Fi11 Torpedo712 Kathmandu13 Pumpkin Patch14 Whitcoulls

15 Smith & Caugheys16 Glassons17 Hallenstein Brothers18 Toyworld19 Macpac20 Bendon Lingerie

TOP100

Australian Top 100

New Zealand Top 20

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Foreword

There’s been an awakening. Have you felt it? The force behind e-commerce is changing, and we’re entering a new phase where the hand rules all.

“Bla bla mobile bla bla mobile bla mobile bla bla bla mobile bla bla mobile…” If you don’t recognise this tune, where have you been? It’s the soundtrack of contemporary e-commerce discussions, topping the

charts on playback to the point of nausea for the past five years.Only now it’s the real deal. The proponents of the mobile

revolution are having their day, and the prophecies are ringing true (in any tone you want, but most likely ‘Old Phone’. We just can’t let go.)

Back when we launched www.powerretail.com.au in 2010, one of our early articles referenced a report predicting that by 2015, mobile browsers would outstrip desktop browsers for internet usage. Safe to say, we’re firmly on track, and many are there already.

Yet still it remains only a scant few who are truly capitalising on all that mobile has to offer in retail. Sure, there has been a stampede on responsive designs and templates, but that’s just the tip of the iceberg and is not the answer to cracking the mobile code.

Payments. Speed. Simplicity. Security. These are the pillars that will turn the mobile from an entertainment unit into the powerful shopping device we all wish it to be (as long as we’ve got a mobile-ready site). Anywhere, anyplace, anytime – I have largely resisted joining the drone of callers urging retailers to drop everything and focus all on mobile, but now is the time to pronounce:“Go forth and mobilefy!”New advances in one-touch payments, rapidly improved

responsive layouts, improved mobile performance, plus competitive advantages in search and digital marketing make mobile investment a key priority for all retailers in 2015. And this time, it’ll be worth it. Bigger screens, faster mobile internet and a thirst for one touch shopping will make mobile the true hot property of the year, with significant profits to follow.

Of course, it hardly means the demise of the desktop. On the contrary, we are witnessing the rise of the truly integrated retailer, delivering a mesmerising shopping experience via desktop, tablet, mobile, in-store, on the road, in the pub, at the snow, in your tub.

Point-of-sale is becoming a redundant term – it’s increasingly everywhere, and it’s a most exciting era for shoppers and retailers as we glide seamlessly into the integrated age.

In the pages to come in this, the fourth and largest edition ever of our top-selling E-commerce Leaders’ Playbook, we’ll dive into many a fantastic integrated retail story, and of course showcase what we’ve determined to be 2015’s Top 100 Australian Online Retailers. Also, for the first time we’ve published a list of Top 20 New Zealand Online Retailers, which may or may not ignite a Trans-Tasman war.

We’ve compiled loads of great practical content to help you become an e-commerce leader, or if you already are one, smash those who are not.

When you sift through the hundreds of pages of articles ahead and reach our annual benchmarking report on Australian e-commerce, you’ll find a few surprises but also validation that businesses are continuing to invest heavily in digital retail. What’s the biggest area of investment? That would be mobile, naturally.

Which begs the obvious question, what are we doing publishing a print edition instead of a mobile edition? After four editions of the Playbook, we are publishing our digital version, but the fact that may surprise you is this dusty old book remains our most popular product.

That can mean one of two things – either everything else we do is crap, or there is still a place for old school products done well. That’s integration, and it’s exciting to have a front row seat to the transformation of retail into its modern form.

We hope you enjoy this bumper edition of the E-Commerce Leaders’ Playbook. As always, we welcome your comments via email at [email protected].

I’d like to thank the hardworking team at Power Retail who put this beast together – well done guys.

Thank you to all of our sponsors and advertisers who not only provide retailers in this region the best technology and solutions available, but continue to support Power Retail and the local industry year after year.

Finally, thank you to our tens of thousands of loyal Power Retail readers and subscribers – we appreciate your interest, we hope you derive value from the content we produce, and again, we always welcome your feedback.

Here’s wishing everyone a fantastic year in 2015.

Grant ArnottPublisherPower Retail

The Force Awakens

THE E-COMMERCE LEADERS’ PLAYBOOK | WWW.POWERRETAIL.COM.AU 013

Foreword

The traditional definition of retail is changing, reflected by the way retailers are not only embracing online retail, but integrating digital channels into a new standard for commercial interests.

2 014 was another watershed year for Australian retail. In fact, I’d say that it would be remembered as a year when Australian retail responded with vigour to the tectonic changes happening throughout. The reality is

that the Australian shopper is no longer kicking tyres – they’re well and truly at the wheel, driving this bus. And we must work hard to ensure that our road is as smooth a journey as any.

It’s a privilege to write this foreword as the executive chairman of NORA.org.au, Australia’s newest industry collective. We began just two years ago as the champion for online retailers nationwide. And yet, to illustrate the swift changes taking place across the industry, the need to define ‘online retailing’ feels superfluous now – with almost every retailer now also an online retailer.

The perfect example is Officeworks – announced as the deserved winner of the 2014 ‘Power Retail Online Retailer of the Year’. A great win, and yet, would they or their customers previously have referred to themselves as an online retailer? Times are a-changin’, and the lines are a-blurrin’.

My point is simple. Customers engage with a brand, not a channel, and as an industry we need to do likewise. Defining ourselves from a channel perspective would only serve to amplify the disconnect between retailers and customers.

With NORA, the convergence of physical and digital has meant we have suddenly found ourselves with a name akin to calling yourself the ‘Wet Ocean Association’. We have solved this in part by adopting ‘New Retail’ as our catch-all; describing a technology-led, customer-centric and increasingly global and borderless retail. I would venture that it will all eventually become ‘retail’ once more (the sooner the better).

And what of retail itself? Early indications suggest that the numbers for the Christmas quarter 2014 will be pretty respect-able; not earth-shattering, but the trend is our friend, and the trend is up. Importantly it’s not because of low interest rates, a weaker dollar or stronger house prices. Rather, this rising tide is a vote of confidence from Australian shoppers – that we are responding to and meeting their needs, within an ever-present mist of offshore shopping opportunities available to them.

So what does 2015 hold? I can only speak from what I know, and our two key areas of focus this year will be on cross-border trade, and the skills and talent gap that has been created by the floodgate surge to new retail, from all corners.

On the cross-border front, the good news is that more and more shoppers around the world are searching for Australian brands, directly or via global platforms and marketplaces. The bad news is that in many cases they are coming away empty-handed. (Empty-basketed?) Australia is a great market, which explains why so many global retailers have headed our way, but it has largely been a passive player until now. It is well and truly time for Australian retail to seize its slice of the global market share and grow our businesses. The pieces are in place; this should be our moment, and I believe it is.

Secondly, it is clear that New Retail requires new skills and talents. Skills around technology, software, payments, digital marketing, marketplaces, data and insights, global supply chain and more all underpin this 24/7 retail environment. I know we have undoubtedly got the talent, yet the bigger question is: has the training kept up with rapid transformation of retail? At NORA, we believe not. So a core focus will be working with all stakeholders to ensure that talent is calibrated with opportunity, for the benefit of all.

So, as you prepare to flip through this outstanding publication, The 2015 eCommerce Leaders’ Playbook, I’ll take this opportunity to wish you every success in your 2015 journey. Whether a retailer or enabler of retail, you are all part of a vibrant ecosystem; it’s important that we are competing for a slice of a growing pie, not a shrinking one. Paul Greenberg Founder National Online Retailer Association

Redefining Retail

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