B com 2013 | La strategia per un e-commerce di successo_Federico Gasparotto

The 10 step to build a successful
e-Commerce strategy
Turin, 18 April, 2013

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Change Management

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The long journey from start-up to success
Start-up
Succes

The long journey from start-up to success
2 - Business
planning
3 - channel
integration
5 – Logistics
evolution
6 - Direct
marketing
7 – Commercial
strategy
8 – Assortment
planning
9 - Data sheet
10 - User
experience
Succes
1 - Value
proposition
Start-up
4 - Organization
transformation

> Identify the reason why the customer should buy on a web site and not by a
traditional shopping experience.
> We supply 3 truly perceived advantages
1) Value proposition
6Copyright © 2012 Accenture. All rights reserved.
“Hey, I’ve a «new» idea! We can create an e-commerce with all
the items which we don’t sell in the physical store.
We can also sell at full price and with the addition of the
delivery costs….selling on-line is very easy!!...

How can we win in the most competitive scenario ever?
YOU
YOUR VALUE
PROPOSITION

Even luxury and fashion market is evolving
> The customer gives
less importance to the
idea of Brand, if he
would buy clothes,
shoes and accessories.
> The asimetric value
perception is leveraged
by the new business
model.
> The international
crisis is the first
reason of this trend.

> A succesful e-commerce needs investments conformed on expected results.
> The undestimation e-commerce needs (deficit of financial resources) is
the first obstacle to obtain success.
2) Business planning
“Mmmm…I can create a website using Magento and manage
the invoices with a free plugin…then we could focus on agiail:
we get away with € 100 ahahah
I don’t understand these dumbs who pay million and
million on e-commerce website!”

The correlation between levers, decisions and business plan
Profit
ROI
Revenues
Opex
Capex
Traffic
Conversion
ATV
Mktg
Logistic
Platform
Team
Catalogue/Asset
Warehouse
Customer service
> Plan an e-Commerce
business mean:
> reach the break event
> grant the profitability
> build a scalable model
> Support the business
balance mean:
> Balance
- capital investment
- operative cost
> Define a "make" or
"buy" scenario based
on company needs

The correlation between levers, decisions and business plan
Profit
ROI
Revenues
Opex
Capex
Traffic
Conversion
ATV
Mktg
Logistic
Platform
Team
Catalogue/Asset
Warehouse
Customer service
License
e-Commerce
Web-site
Order mgmt.
LED
D.M.D.
Delivery
Mktg
Operations
Trading
Communication
Return
Copyright
Translation
Shooting
Organic
LED
D.M.D.
Average price
# items
> Plan an e-Commerce
business mean:
> reach the break event
> grant the profitability
> build a scalable model
> Support the business
balance mean:
> Balance
- capital investment
- operative cost
> Define a "make" or
"buy" scenario based
on company needs

> During his customer journey, the client has the perception of one unique
company, beacause he doen’t live a separate experience between the on-line
shop and the physical shop.
> The website supports the physical shops and puts in contact the
customers with the company.
3) Channel Integration
“So…we can’t do on-line discounts, otherwise the
people don’t go to the physical store:
the on-line store mustn’t cannibalize the physical
store…”

OFFLINE
13
Cross-channel customer journey
SEARCH
Natural Search,
SEO
Paid Search,
SEM
Search
Capability
Landing Page
Optimization
iMEDIA
Standard
Display Ads
Rich Media
Ads
Broadband
Video
Web TV
WEB SITE
Branded
Sites
Affiliate
Site
Promotional
Site
Usability &
Accessibility
Analytics,
Web Site
Optimization
PARTNERSHIPS
Content
Syndication
Comparison
Sites,
Shopping
Directories
Sponsorships,
Co-branding
Philanthropic
Cause
Marketing
E-COMMERCE
Direct to
Consumer
Where to Buy
Functionality
Branded
Storefront
Sell Direct on
3rd Party Site
Technical
Platform
MOBILE
Mobile
Browser
Mobile Aps QR Codes, GPS
RFID POS
Text
Messaging
CRM
Loyalty
Platform
Behavioral
Targeting &
Acquisition
Cross-sell
Engine
Retention &
WinBack
Campaigns,
email,
reporting
SOCIAL
Online Video Communities,
Answer Forums
Word-of-mouth,
Buzz, Referrals
Wikis, blogs,
Crowd Sourcing
Product
Innovation
Multichannel Customer Journey
FOUNDATION
AWARENESS
ADVOCACY
PURCHASE
CONSIDERATION
LOYALTY
ONLINE
Identification
of Need
Search for
Solution
Evaluate
Alternatives
Product
Details
Visit to
the store
Purchase
Decision
Visit to
the
brand
website
Compare
Offers
Online
Purchase
Social
Interaction
Online
Registration
Mobile
App
Offline
Purchase
DIGITAL CAPABILITIES TO LEVERAGE
19% 81%Time Spent
Copyright © 2012 Accenture. All rights reserved.

> The e-Commerces must be organized like a new company: a fractal the
original one, but with new knowledge and delivery capabilities appropriate to
the potential business.
> We need to create an internal organization able to support and deliver
the expected business.
4) Organization Transformation
“We can dismiss the web-master-guy and employ another
guy with some digital competences…
So…have you ever seen how much communication we have
done on print paper, borchures, catalogues?!? It will be
faster and more efficent “

Typical e-Commerce Functions
Marketing &
CRM
Commercial &
Merchandising
e-Commerce
functions
Technology&
Project mngm
Operation &
Customer Svz
Content &
Creative
> Aligning
campaigns with
off-line marketing
> Newsletters
> Affiliates
> Channel Advisor
> Search Engine
Optimization /
manage 3rd Party
Agency
> Site behavior
analysis
> CRM
> Assortment
Planning
> Pricing &
Promotions
> Article Setup &
Hierarchy
> Product
Enrichment
> Site Design
> Text & Images
> Editorials
> 3rd Party Agency
Management
> Page Design and
Site Usability
> Cross channel
compatibility –
Web vs Mobile
> Order placement
> Queries on orders
> Out of stock
management
> Problem
management e.g.
faulty, never
arrived
> Returns
management
> Fraud
Management
> General Queries
> Issue resolution
(e.g. stability,
content
publishing)
> Functional
enhancement
> 3rd Party IT
management
> Technology
scaling

> e-Commerce has a strong component which impacts on management costs
and on the satisfaction of the customers- consequently on the sales volume.
> e-Commerce logistics needs to be perceived with processes, means
and dedicated stakeholders
5) Logistic Evolution
“…we have already 200 stores with
200 small warehouses…ahahah… I’ll use those!!!
Don’t you understand how much items?
I’ll certainly beat the pure-player…”

Distribution strategy and operating model definition
17
Stock mngm
Need vs capability
1
Dedicated WH
Whls /
Retail
B2C
Shared stock and WH
Whls /
Retail
B2C
Dedicated stock,
same WH
Whls /
Retail
B2C
Store network stock
Retail B2C
Logistis
network strategy
2
Opertaing
Model / Warehouse
3
In House Outsourcing to e-
Commerce Provider
Outsourcing to LSP
Functionaldepth
In-house
Level of outsourcing
LSP
e-provider
Functionaldepth
In-house
LSP
Functionaldepth
In-house
3PL
e-providere-provider
Centralized Decentralized +
store network leverage
Decentralized

> The opening of an e-Commerce website is like an empty store in a street of
lacking passage (…and we divide between contact with high CTR of 30% and
visitors with CR of 0,8%).
> We need to crowd our on-line store with potential customers in the
same way as we could do that in physical store.
6) Direct-Marketing
“We will do € 2.000.000 of turnover the first year… because
I’ve a lot of registered users….don’t you know?
150.000 users with the newsletter!!”

The customer acquisition strategy to reach goals
> We can influence the
visitor volume using
different acquisition
channels and
performance strategies
> The conversion rate is
influenced by a mix
of commercial and UX
elements
> The average ticket is
influenced by
assortment strategies
> Customer reactivation is
strategic

> What is the price proposed by ours competitors and also players?
> We have to study a price strategy consistent with digital customers
expectations.
7) Commercial Strategy
“Given that I don’t know what I should buy on-line, I try to buy all
the items and…I could buy after the sales of all the items…I
already have partners.
The partners are providing me extraordinary agreements…so I’m
sure, I’m not taking any risk…”

Cross-channel strategy and planning model
SalesVolume
«Body»
Product variety
«Long Tail»
Top Seller Niche product with higer margin
Cross Channel Commercial Model
> To reach the business
objectvies we need to
balance:
> the top seller product
that drive volumes
> niche products that
preserve margins.
> To grant the success of
an e-commerce project
we need to design a
crsoss-channel
strategy to grant:
> The turnover
> The profitability

> The customer tries to find on-line all the items he don’t find in the little store
which is close to home.
> The assortment should be focus on blockbuster with premium price and
long-tail, which could balance the marginality.
8) Assortment planning
“So…we could sell on-line only a piece for any items (by
size)…so…we could have an ample assortment, otherwise it
could be an overcharge of stock costs”

The ideal assortment strategy for my business model
> The strategy
necessary to be
attractive and to have
the ability to win, could
be summarized in:
> Traffic: good
exposure
> Leader: preferential
supplier
> Opportunistic:
selective approach
on product
identification
> Profit: wide set to
ease shopping
experience
Fashion Food and spirits Tech
Luxury Leisure & Sport Travel & Holidays
  
  

> The decision of an on-line purchase is based on specific parameters: the
decision requires more time and this is based on parameters which are more
rationals than emotionals.
> Website contents, which should be good, influence approximately half
of our customers (total of on-line purchase and store) and these
contents are conditioned by product sector.
9) Data sheet
“Eh…it’s very simple…I can make alone all the data sheets…
I copy the images and the descriptions from the website
of producers ….the customers can anyway understand what
it is.”

How product content influences interaction with the customer
Pre-sales
1
Conversion
2
Post-sales
3
> Reduce he number of
returns
> Reduce number of refunds
> Reduce the number of call
to customer-service
> Increase social-sharing
> Increase click-through-rate
from advertising
> Drive additional traffic to
store
> Increase conversion-rate
> Increase up-selling
> Increase cross-selling
Source: Estats
Product content influence
through the overall customer interaction

> eCommerce shouldn’t be only nice, but it have to be clear, linear and
saleable.
> An e-commerce site need to be designed to match business objectives
and measured objective KPI of conversion.
10) User Experience
“(Fashion)…Therefore…website home-page should look like
a shop window of my store…
(Retail)…Therefore …website home-page should look like a
leaflet…”

> UX is one of the most
powerfull levers to
influence the conversion
of our e-commerce.
> UX need to consider
many different customer
needs (such as content
strategy, information
architecture
functionality, platforms,
user interface, usability
& accessibility)
> To define a performing
UX we need to follow a
structured process.
User Experience is a scientific process to enache conversion

E-Commerce success is barely related to
technological aspects: the key points are
strategy and business transformation.
SO WHAT ?
1
We need to define a successful commercial
strategy starting from on-line potential,
attractiveness and ability to win.
The customer experience need to be
designed with a structured approach and
considering all interaction channels
2
3

Thank you !
Federico Gasparotto
Digital Marketing Offering Lead
Accenture Interactive
Mail: federico.gasparotto@accenture.com
Phone: +39-331-7550490
Blog: www.gasparotto.biz

B com 2013 | La strategia per un e-commerce di successo_Federico Gasparotto

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