Class 02 e-Commerce and Success Factors
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**** อ่านแล้ว Like กันบ้างเน้อ , Press "LIKE" if you like or download my slide :) **** Present นี้เป็น 1 ใน 12 Course ที่ผมสอนเมื่อปีที่แล้ว(2556) มีการปรับนิดหน่อย ว่าด้วยเรื่อง eCommerce, รูปแบบต่างๆของ eCommerce,การปรับใช้รูปแบบ eCommerce กับธุรกิจของเราเอง การทำ ecommerce ให้สำเร็จ และ Case Studies อ่านจะมีเนื่อหาเก่าบ้างตามสมัย สำหรับเนื้อหาการสอน 12 ครั้ง มีตั้งแต่การเรื่องการวางแผนงานดิจิทัล e-commerce จนถึงการนำไปใช้และวัดผล อาจไม่ครบถ้วนเนื่องจากในการสอนมีการบรรยายนอกเหนือสไลด์ด้วย ------------------------- This presentation was my 2nd Class (1 of 12 my courses) for every companies that I was both a consultant and in-house lecturer last year(2013). It was used for the last company that I taught last year. It might be updated due to its time. The content included eCommerce, types of ecommerce, How to be success in eCommerce, and case studies.
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Class 02 e-Commerce and Success Factors
- 1. 1 By Somkiat Lilitprapun(Kroo BOY) 2013 Digital Marfketing Course Day 2 – e-Commerce (25/09/2013) This photo was taken from ICC (Last Customer in 2013)
- 2. E-Commerce ?? Buying & Selling of product or service over electronic systems such as the Internet and other computer networks “ก F ก F internet F F”
- 3. e-Commerce Models E-Classified E-Catalog Online Shopping MARKET PLACE Auction Daily Deals Flash Sales Subscription Collaborative Commerce Next Generation Market Place Social Bookmarking Mobile Commerce Reference : http://www.slideshare.net/AnnaPietka/e-commerce-new-business-models-14291829
- 6. E-Catalog 6 F F F F : F FF ก : ก ก ก F F ก
- 7. E-Catalog
- 10. Online Shopping 10 “ Check Out and Pay ”
- 12. e-Market Place 12 Online Shopping Plaza F ʽ Platform F ʽ F F F F F F ʽ F : ʽ F : F customize F F F F F ก F
- 14. Online Auction 14 F ก ก ก F F F F F F : + : ก F F F F F F
- 16. Daily Deal(Horizontal Deal) F ก ก F ก ก กก F ก
- 19. Daily Deal 19
- 20. Flash Sales Time-Limited Branded Goods/Service ( ก ) F F F ก ก F F FFF F F F Fก ก F Fก ก ก ก ˈ
- 22. Flash Sales
- 23. Flash Sales 23
- 24. Flash Sales 24
- 25. 10 Differences bet Daily Deal & Flash Sales 25 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Openness: Daily Deal is open for all; Flash Sales is by invite-only Geography: Daily Deal is local; Flash Sales is national Type of Product: Daily Deal is virtual voucher; Flash Sales is physical product Hold of Inventory: Daily Deal hold No inventory; Flash Sales does Cash Flow: Daily Deal receives cash up front, then pay out over 90 days; Flash Sales pay out cash for products, then earn back when the products are sold 'Instantly' Consumable: Yes for Daily Deal; No for Flash Sales Scarcity: Time-based for Daily Deal; Quantity-based for Flash Sales Suppliers: Small merchants for Daily Deals; Large brands for Flash Sales Value Proposition to Supplier: Get new customers for Daily Deal; Sell post-peak inventory for Flash Sales Brands: Relatively unknown for Daily Deal; Exclusive brand names for Flash Sales
- 26. Flash Sales 26
- 27. Subscription F ก ˈ F F F F F F ʾ
- 28. Subscription
- 29. Subscription
- 31. Subscription 31
- 32. Subscription 32
- 33. Subscription
- 34. Subcription 34
- 35. Subcription 35
- 36. Subcription 36
- 37. Subcription 37
- 38. Subcription 38
- 39. Subcription 39
- 40. Subcription 40
- 41. Subcription 41
- 42. Subcription 42
- 43. Subcription 43
- 44. Subcription 44
- 45. Subscription 45
- 46. Social Bookmarking F User F Shop F : F ก ก ก F F Collection Consumer Behavior & Interests F
- 48. Collaborative eCommerce F ก F Sharing Items) ˈ กF ก (membership-based
- 50. Next Generation Marketplace ˈ ก F ก F Social Networking F F
- 53. Mobile Commerce F ก F Mobil Catalog Mobile Shopping etc Mobile F Smart Phone ,Tablet
- 54. Mobile Commerce
- 55. Mobile Catalog 55 F F F F : F ʽ F F : ก ก ก F F ก
- 60. OneKingsLane.com
- 61. Groupon
- 62. Ideeli.com
- 63. Shoedazzle
- 64. Lelepets.com
- 65. Lelepets.com
- 66. Dealwagger.com
- 67. Dealwagger
- 68. Model Selection
- 69. INCREASE ROI IN E-COMMERCE
- 72. Zero Moment of Truth(on phone) “ก ก F F F Fก F F ก F ก F F F ก F ”
- 73. Stimulus
- 74. ZMOT
- 75. FMOT
- 76. POST PURCHASE
- 77. Video : ZMOT trailer http://www.youtube.com/watch?v=UmM9qfzfzhw
- 78. Video : ZMOT trailer 78
- 82. Heat Study
- 84. Major Process of Business - Pre-Sale Selling Post-Selling
- 85. Pre-Sales : stimulus&ZMOT Target ˈ Branding F / Product Search & Selection – > F ก กF Inventory – F ก ก On our Warehouses > F On supplier Warehouse > F F supplier F F ก F (Drop Shipment) > F F supplier F F F F F ก F Customer Process Preparation - ก ก ก ก
- 86. Pre-Sales Payment > Bank Tranfer > 7-11 Counter Service > Smart Card/purse > Credit Card > Paysbuy > Paypal > COD (Cash on Delivery) > Credit F ก Credit > F Shop > F Shop Shop
- 87. Pre-Sales Fullfillment > COD by company messenger > COD by delivery Agent/Companies > Pay and Pick > Post Office
- 88. Pre-Sales Before and After Sell Service Policy > F F F 1 > Return Policy > ก F Prospects .... >
- 89. Pre-Sales Website Design > Home Page – FOCUS F ก > Product Detail – LONG Page Info + Recommendation + wishlist + customer review > Shop with ease > F ก 10 F F F detail > F Detail ก F ก SEO Detail ก กF ˆ F ก F /ก F / ˈ F Language ?? ก Log in F FB TWT .... Share Button Product Detail
- 90. Example – Step 1
- 91. Example – Step 2
- 92. Example – Step 3
- 93. Example – Step 4
- 94. Example – Step 5
- 96. Website Design
- 97. Pre-Sale Back-End System Update Content System : Product F Grouping/Category F Order notification Customer Database F F ก ก F ก F Order Status Reporting System Sales Report by day , by customer , by products, delivery method, order status Product Report by sales , Moving Summary Sales, Product,Customer Report Google Analytics Monitoring Tool
- 98. Pre-Sale Promotion Daily Weekly Email Facebook Ads Facebook Pre-Order Facebook Commerce > PAGE > Bento f-Commerce Co Partner F Daily Deal Websites ʽ F Brand Awareness F tarad.com, weloveshoppings
- 99. Pre-Sale Promotion Event F Offline PAY and Pick Event eMail Existing Member SEO PPC + LANDING Page Campaign Display and Video Advertising Facebook Page & Ads Twitter Other Social Media eg. Instagram Affliate Program Contests F F F ก ก Fก F F ก F debit card 10%
- 100. ก F
- 101. Daily Email
- 102. Bento
- 103. Lnwshop 103
- 104. Amazon Associate
- 105. Open Source Magento (www.magentocommmerce.com ) Joomla Commerce ( http://extensions.joomla.org/extensions/e-commerce ) oSCommerce Virtuemart (Extension Joomla http://extensions.joomla.org/extensions/ecommerce/shopping-cart/129 ) Shoptify
- 106. Magento – Paul Smith
- 107. Joomla Commerce
- 108. Shoptify
- 109. First MOT - On Site Sale ก F F F F F F ก ก F F Promotion F > กก F 5000 F > Star Buck order xxxx ก F Site Upsell – 1 ก1 Crosselling – F Top 5 Product Top 5 Product F Category
- 110. First MOT - On Site Sale ก ก Point Reward 1000 ( F ) ก xxx per order F . . (Happy Hour) F Offer F - F F ก ก F ก
- 111. Success Factors Clear Brand Positioning/value proposition Creditability Price Competitive Quality Competitive Beyond Expectation Service Pre : eg website itself, matched products etc During : easy to use After : exact time delivery, good call center
- 112. ก F
- 113. ก F
- 114. 10 Reasons why not buying? 1 – 56% F F F (Unexpected Costs) ก 2 – 37% F ก F ʽ F ก F F 3 – 36% F F 4 – 32% 5 – 26% F ก F ก F F F F F (Just Browsing) F F F ก F (Found a better price elsewhere) F ก (Overall Price expensive)
- 115. 10 Reasons why not buying? F 6 – 25% F กF F F กก F ก ก F 7 – 24% F ก Error ก ก ก F (Website crashed) ( 8 – 21% ก ก ก (Process was taking too long) 9 – 18% ก F F กก ก F F 10 – 17% ก F F F (Concerns about payment security) Source : WorldPay Global research project exploring consumer attitudes towards online shopping
- 116. Other Reason “not buy” 116 They want it now – ก F ! Your website sucks on their device – They don’t trust your site – F You don’t sell what they want – F Your customer service is lousy – ก Source : brw.com F F ก F F F
- 117. SMOT – ONLINE CRM Create “Customer Loyalty” and “Advocate” LATER
- 118. Tony Hsieh Founded 1999 Reason to Found “ Footwear in the US is a 40 billion dollar market and 5% of that is already being sold by paper mail order catalogs ”
- 119. Success of Zappos 1999 – shoesite.com – Minimal Revenue Late 1999 – Shoesite.com >> zappos.com (zappatos) 2000 – Rev 1.6 million US dollar ( 67 F – currency rate 2000 – 42bht/$) 2008 – Rev 1 Billion US Dollar (34,000 F – currency rate 2000 – 32bht/$) 2009 – Amazon Zappos Business Model : Loyalty Model & Relationship Marketing Promote via “WOM”
- 120. 10 Value to success of Zappos Deliver WOW Through Service ( F Service WOW) F ก F Embrace and Drive Change ( F ก Create Fun and A Little Weirdness ( F ) ก ก F ) Be Adventurous, Creative, and Open-Minded ( ʽ Pursue Growth and Learning( F Fก ก F F ก F) F ) F ก Build Open and Honest Relationships With Communication(ก ʽ กF Fก ) Build a Positive Team and Family Spirit ( F F F Do More With Less ( F F Be Passionate and Determined ( F Be Humble ( F F F F ) F กก ) ) F ก )
- 121. “ ก e-Commerce “ F F ‘e’ F F F ‘Commerce ’” ˈ F กF F F ก F F ก”
- 122. ENDS – DAY 2 By Somkiat Lilitprapun(Kroo BOY) F Consult in-house training Email boysomkiat@hotmail.com Line : maximumboy