justus wilde, amblique - case study: giving customers reliability, security, visibility and speed
DESCRIPTION
Justus Wilde, Founder & Strategy Director, Amblique presented this at Online Retail Logistics 2013. The conference focused on ways to create efficient supply chains to support the increase in online shopping. For more information, visit http://www.informa.com.au/onlineretaillogistics13TRANSCRIPT
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November 2013 Justus Wilde – Principal Strategist
Giving customers reliability,security, visibility and speed
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What Do We Mean? Reliability Meeting and exceeding customer expectations Security Making customers feel safe purchasing on your website Visibility Updating customers on progress - each step of the way Speed Providing quick delivery to customers
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Why is it important? Conversion It affects the initial purchase decision Retention Reliable, transparent & speedy delivery drives frequency Reputation Positive logistics experience generate referrals
Customers view experience end-to-end
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It affects conversion…
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77% abandoned
cart
53% shipping related
Source: Temando - a study by eDigitalResearch and IMRG
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It affects conversion…
5 Source: Temando - a study by WorldPay
16% choice related
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Delivery options
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Conversion On average multi-option drives conversion by 11-23% Check in-store inventory Only 0.5% utilisation Click & Collect ~8% of all orders
Source: Sampling of 5 Amblique clients Oct 2013
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Unique delivery
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It affects conversion…
8 Source: Temando - a study by WorldPay
17% security related
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Impacting Purchase Decision
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eCommerce is built on repeat customers
so it pays to make them happy J
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Speed drives conversion/frequency
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Site A 1.2 days 1.49 avg frequency
Site B 1.6 days 1.12 avg frequency ~1% conversion
Site C 0.86 days 1.8avg frequency ~1.8% conversion
60%
80%
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Proposition follow-through
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Free shipping – not always the answer
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…
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Opt-in 30%+ Open rate 98%+ Your supre.com.au order
252425 has been shipped with AustPost. Tracking #123123.
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Qualify options
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Provide recommendation and set clear expectation
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Confirming details
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Variable shipping – make it easy
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experience
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2.44pm – order placed 2.45pm – order confirmation 3.18pm – packed 4.48pm - shipped
2:04 order to ship
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Order confirmation
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Packed Confirmation
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Shipped Confirmation
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Logistics specific feedback
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Check list: Setup
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§ Outline proposition & reinforce § Clear pricing on every page § Provide multiple shipping options § Set customer expectation early (days, provider, etc.) § Notifications every step of the way § Reconfirm items, delivery type, address § Target <1 day order to ship § Tracking for every step / scenario § Get customer feedback
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Check list: Analytics
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§ Time to pick § Time ship § Time to deliver POD § Orders > 1 day § Short pick – (stock accuracy, oversell, QA) § ATLs § Lost orders § Damaged orders § Return % by reason code § Cost per order § Total costs inc. fuel levy, re delivers etc § Customer satisfaction on delivery
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Check list: Logistics partners
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§ Pick your partners well § Negotiate hard and re-negotiate yearly § If you need to don’t pay cubic just weight § Check their process end to end § Packaging – be careful of branded! § Understand ATL- authority to leave § Understand true costs – multiple delivery attempts etc § Understand how to access their systems § Demand visibility § Have a dedicated contact § Understand what your customers want
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Regular industry meet-up in SYD, MEL, BNE & AKL 800+ registered retailers http://www.meetup.com/shoptalk-au http://www.meetup.com/shoptalk-nz
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Shop Talk
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• eCommerce consultancy • Est 1999 local team • Demandware partner • Proposition: Sell More
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Thank You
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Justus Wilde [email protected] +61 413 517 477 @JustusWilde