New York, October, 2016

The ultimate eCommerce solution

Agenda

Agenda

Introduction

Understanding complexity

Understanding perspectives

Conclusion

The service

New perspectives

Introduction

Stable growth and more significant share of eSales in total retail sales – across all key regions

eCommerce growth and market share

Active research prior to purchase

What online or offline research did people do prior to their recent purchase?

Sales influencers: web & mobile

Digital, and especially eCommerce (huge databases of information on products) more and more heavily influence traditional sales!

Summary

Key points:

- Commerce grows as a channel

- Research prior to purchase becomes a standard

- Users run their research online, starting from eCommerce

- Digital influenced sales is estimated to grow very fast

- eCommerce as an objective source of product information is estimated to grow even faster

Challenge for brands:

how to be properly present in eCommerce to influence both online and offline (web or mobile influenced sales)?

Understanding complexity

Understanding complexity I The channel

There are no global players in eCommerce: Amazons coverage and shares differ per geography (only 2% ms in China).

Every country and region has different list of key eRetailers, those lists differ per categories.

There are different business models in every region: from marketplace to pure B2C.

There are different purchase streams: desktop vs. mobile vs. dedicated application

eRetailers engines are constructed differently:

- Path to purchase – in the UK most users purchase via Shopping lists (49%), in the US it is mostly internal search engine

- Category: users act differently for a single purchase of big value and repetitive purchases (CPG/FMCG)

- Every eRetailer generates listing differently (popularity, sales, personal interest)

- Every eRetailer allows different type of content

- Every eRetailer has different functionalities

- Every eRetailer has different communication and targeting

Understanding complexity I Dimensions

eRetailer landscape (many players vs. few players)

Mobile (APAC: mobile first vs. Europe:desktop first)

eRetailer and market business model (market place vs. B2C eCommerce)

Omnichannel (pure players vs. bricks & clicks)

Legal eContent requirements (mandatory elements in the eContent)

MARKET CATEGORY eRETAILER

Category purchase type (single vs repetitive purchase, b2b vs b2c)

Category eContent standard

Category average SKU price level

eRetailer eContent capabilities (only basic vs. full rich eContent)

eRetailer functional&technologicalcapabilities

eContent Delivery form for eRetailer(content syndication tool vs eRetailer CMS e.g. Amazon Vendor Central)

eRetailer communication capabilities and targeting options

Understanding complexity I The process

AUDITS eCONTENTPRODUCTION

eCONTENTDELIVERY

VISIBILITY &

ACTIAVTION

MEASUREMENT

What is my landscape? (eRetailermapping) – where should I play?

What assortment is current being sold at given eRetailers?

What is my current content quality vs. competition and category standards? What is my brand visibility (vs competition?)

What is my usage of eRetailersfunctionalities (vs. competition)?

What is my content consistency?

What functionalities of platforms do I use?

Are there differences between platforms (desktop/mobile/app) and eRetailers and countries?

What kind of content do I already have in stock?

What content delivery and storage tools do I use?

What are the legal restrictions and eContent mandatories for a given market?

Which framework should I use(defined by delivery method, mobile, design requirements, platforms capabilities)?

Do I have a shopper insights for a given market?

What are the technical requirements of selected eRetailers?

What are the assets delivery tools available/used by selected eRetailers?

What is the preferred input data format?

What is the level of support each eRetailer require to bring eCommassets live?

What is the process and timing for “going live” procedure?

How can I influence visibility in search and navigation listings?

Which SKU and eRetailers should be included in activation plan?

What are eRetailers communication capabilities, that I should use?

What assets & functionalities should be used for activation?

What should be the role [timing & budget] of each eRetailer?

How to set up proper KPIs & ROI expectations per eRetailer/ per activation?

How to compare results from different eRetailers?

What types of measuring tools are allowed/available per eRetailer?

What types of data should be analyzed?

How to make conclusions basing on different data?

How to optimize/take actions basing on data from different eRetailers?

Can I use 3rd party measurement tools?

Understanding perspectives

Understanding perspectivesB

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I would like to know what are the available options on my market.How to start?Shall I do it by myself/should my agency do it for me?What data should I expect?How much could it cost?The results I get from my network doesn’t seem to be right.

Most of the brands assets come from my network, some of my eComm assets might be delivered locally.I want to have eCommerce assets that are in line with my brand.I don’t want to over invest.

My network syndication solution is not preferred on my market.I have no budget to rework content received from the network to fit eRetailers needs.I can not manage many eRetailers by myself.

I know just the basic options that are possible in eCommerce for activation.I have no idea, how to be more visible in listingsI have no idea if those options are available at my eRetailers.I have no clue how the activations perform in eCommerce.

What measures should I use.My network requires from me data that eRetailers on my markets are not willing to share.How do I know that the data I receive from eRetailers are not pumped.

I know my shop very well, I am aware what my competitors are doing.I am not running any brands presence audits.I analyse my statistics regularly, I want to increase my sales and ROI.

Most of the assets does not fit my shop technical requirements.I have no time/assets to rework eCommerce content received from all of the brands.Each hour I spend on content preparation decreases my margin.

I don’t feel comfortable with external inserts in my shop.I would like to receive eContent in a fit for use form, with no additional work from my side.I am open for an external support in terms of eContent management.

Activations increase the attractiveness of my eShop and increase my search index.There are many options in terms of activations in my eShop. I know what works best for each category available in my eShop.

Data sharing is something that might have negative impact on my business. There are some data regarding my eShop performance that I am now willing to share.

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Understanding perspectives I Brands thinking

There is a lot of hype around ecommerce and at the same time so much to do.

Realistically I have no resources to be omnichannel, eCommerce-ready, personalized brand.

There are so much complexity within fragmented eCommerce sphere that we can not realistically manage such a challenge.

Conclusion

Conclusion

The complexity of eCommerce competence brings several gaps across all the stages and areas from data analysis to post-deployment optimization.

The gaps might be divided into key areas:

- standardization – lack of common processes and procedures

- unification – lack of comparable data

- centralization – [lack of “the one ring to rule them all”] one eCommerce process the services dispersed ecosystem

All those gaps could be covered by a service that would be able to introduce new standard in terms of eCommerce: be able to deliver against the whole end to end eCommerce process while being flexible enough to meet any type of technical/procedural expectations that would come from different 3rd party partners anchored

The service that can answer mentioned needs and fill existing gaps is called Synthrone – the ultimate solution for eCommerce.

About the service

The service I About the service

Synthrone is a service designed to answer all of the needs and challenges that may appear during the eCommerce end-to-end process, starting from audits and data analysis, via content production, on unified optimization ending.

The service is available as an online platform where brands, agencies and any other 3rd party partners may analyse, create, deploy, manage, amplify, monitor&measure in a standardized and comparable way eCommerce assets across all relevant markets.

Synthrone is design in very flexible way in order to meet expectations of different partners that may appear on any level of eCommerce end-to-end process.

Synthrone is dedicated to support eCommerce business regardless to the operations level: for local markets it is a everyday use tool that allow to fully support eCommerce assets across eRetailers, for regional and global level Synthrone is a unique decision making support service: by delivering coherent&conclusive data regarding specific markets eCommerce presence and their performance.

Synthrone is available in a Software as a Service [SaaS] model with monthly payments depending on account configuration.

eCommerce information gathering

The service I Features

Synthrone aggregates features that address whole end-to-end eCommerce process:

eCommerce brand presence, competitors audits, category audits, strength of eShelf, findability, position on category listing, eMarket coverage, eCommerce presence performance, path to purchase, eShelf quality

eContent administration, eContent management, eContent formatting, eContent update, eContentmaintenance, eContent one-time clean up,

Any type of eContnet delivery method that will make assets go live: eContent syndication – with an existing partner or solo, eRetailers CMS, structured .zip files, HTML files, manually at eRetailers, technological support during deployment

eContent updates, eContent formatting, eContentedition, eContent reconfiguration, eContent testing, eContent

Available formats mapping, assets preparation, testing, eSampling

Data monitoring, data analysis, KPI set up, results vs. KPI,

Real time eCommerce assets management

eContent production

Activation creation and management

eContent delivery at eRetailers

eCommerce assets measurement

The ecosystem

New perspectives

AUDITSeCONTENT

PRODUCTIONeCONTENTDELIVERY

VISIBILITY &

ACTIAVTION

MEASUREMENT

I know how to run an audit.I understand the methodology.I can compare results and my markets performance in time.

All the assets are organized.With one tool I can manage my assets.I can create a eCommerce asset by myself or together with my agency in no time.We can implement changes when the need comes with no delays.

With few clicks I can check what is the required content form by a specific eRetailer and send it to eShop in no time.I can also select only eRetailers that are working with my network syndication preferred solution.

I understand how to influence my products visibilityI know what are the options. I can run my activations really smoothly.I need much less time to run the activation than ever before.

I receive data that are relevant for my brand and my network.I can track performance of my eComm assets.I know what can I can expect.

Finally brands have clarity about their eContent quality and I am not flooded with questions.I have additional information regarding brands in my eShop.

The assets I received are finally fit for use.I save so much time and money.It is very convenient since – I can focus on my eShop development.

I have one provider who prepares eConetnt the way my eShopneeds it. When I am stuck I receive support that shortness the process and saves money

Now finally the activations are not mess anymore.Everything is structured and well managed.I am able to run more activations in more efficient way.

I feel comfortable with standardized way of data sharing regarding eComm assets performance in my eShop.

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The service I Introduction

AUDITS eCONTENTPRODUCTION

eCONTENTDELIVERY

VISIBILITY &

ACTIAVTIONMEASUREMENT

Automatized auditing and reporting

The service I Introduction

AUDITS eCONTENTPRODUCTION

eCONTENTDELIVERY

VISIBILITY &

ACTIAVTIONMEASUREMENT

Feasybility check

Brand presence

Ratings and reviews

Shelf strength

The service I Introduction

AUDITS eCONTENTPRODUCTION

eCONTENTDELIVERY

VISIBILITY &

ACTIAVTIONMEASUREMENT

Content formattingContent storage tool

The service I Introduction

AUDITS eCONTENTPRODUCTION

eCONTENTDELIVERY

VISIBILITY &

ACTIAVTIONMEASUREMENT

Remotely by sending files in expected format

Remotely within eRetailer’s CMS system

The service I Introduction

AUDITS eCONTENTPRODUCTION

eCONTENTDELIVERY

VISIBILITY &

ACTIAVTIONMEASUREMENT

Optimization of visibility in search on category name eSamplingUsage of Cross Recommendations

The service I Introduction

AUDITS eCONTENTPRODUCTION

eCONTENTDELIVERY

VISIBILITY &

ACTIAVTIONMEASUREMENT

HEAT MAP CONFETTI SCROLL MAP OVERLAY

MULTIPLE USERS RECORDING INDIVIDUAL ACTIONS RECORDING

EXECUTE THE IMPOSSIBLE

The service I Reports dashboard

Main dashboard is the first screen after log-in.

Dashboard aggregates the most relevant information regarding the services that are available for a specific account.

Charts that compose the main dashboard are modular: the order and presented data are editable and can be rearrange according to users needs/account type

The service I Reports dashboard

The dashboard present several most important information and might differ depending on the type of a user: brand, agency, eRetailer.

First charts focus on most general data like geography or methodology while next present changes of selected parameters in time.All the details are available with one click on a specific chart.

The service I From global to local

Very simple and intuitive navigation allows brands to analyse data from different perspectives: from very broad on global level to quite detailed referring to local analysis.

The service I Clear reporting

Reporting is also available in comparison view that can be modified and adjusted accordingly to users needs.

The detail level of presented analysis can be also adjusted to users requirements.

Thank you!