Next  Advancements  in  Clienteling with  Microsites  

The Next Evolution of Clienteling Using  e-­‐Commerce  Microsites

By  using  e-­‐commerce  microsites  to  create  custom  storefronts  for  each  customer,  consumers  are  treated  to  an  authentic  and  relevant  e-­‐commerce  experience.  Microsites  provide  personalization  and  merchandising  tools  for  retailers’  e-­‐commerceoffering.

Multiple  Paths  to  Purchase

CustomerEngagement

Multiple  System  of  Records

Item Inventory Customer &Order

Payment

Brick  &  Mortal  Point  of  Sale Physical Physical Physical Physical

Online  (desktop  and  mobile)

e-­‐Commerce  Platform Virtual Virtual Virtual Virtual

Market  PlaceMarket  Place  Platform Virtual Virtual Virtual Virtual

Customer  Call  Center

OMS Virtual Virtual Virtual Virtual

Path  to  Purchase  

Advancements  in  Point  of  Sale  Software

Evolution  of  Point  of  Sale  Hardware  and  Software  have  been  tightly  coupled  in  order  to  process  a  Sales  Receipt

From  Pencil  and  a  Pad  of  Paper  to  cloud  computing  and  an  iPad

Clienteling for  Small  Business

• According  to  KISSMetrics,  71%  of  consumers  have  stopped  buying  from  a  company  because  of  poor  customer  service.  Whether  or  not  you  tell  your  customers  that  you  care  about  their  experience  with  your  brand,  their  perception  is  reality  when  it  comes  to  your  bottom  line.•While  it’s  common  knowledge  that  customer  retention  is  much  cheaper  than  finding  new  customers,  many  (perhaps  most)  companies  focus  on  customer  acquisition,  even  though  it’s  around  7  times  more  expensive.

Microsites  for  Clienteling

Microsites  are  unique  (customized)  webstores  that  are  specific  to  a  customer  or  group  of  customers.  It  is  a  n:N  strategy  vs  1:N.  

Traditional  Website  (1:N)  

• Typical  Conversion  1%  to  2%• 1M  Site  Visits/Month  =  10,000   to  20,000  orders• AOV  =  $150.00• Total  Revenue  =  $1.5M  to  $2.0M  Per  Month• $18M  to  $24M  in  annual  revenue

Microsites  for  Clienteling

Microsites  for  Clienteling

Microsites  are  unique  (customized)  webstores  that  are  specific  to  a  customer  or  group  of  customers.  It  is  a  n:N  strategy  vs  1:N.  

Microsite  Webstores  

• Typical  Conversion  10%  to  50%• 1,000  Sales  Associates  • 250  Webstore  x  1,000  Sales  Associates  =  250,000  Webstores• AOV  =  $150  • $3.75M  to  $18.74M  (10%  to  50%)• Assumes  AOV  is  equal  to  website