This presentation is a case study on an external piece of analysis conducted by the author for Nisbets on an approach to select an ecommerce platform and how to manage an ecommerce channel.

1. eCommerce Platform selection & Managing an eCommerce team Jan 4 th Saj Bhojani

2. Platform selection is about technology but needs to deliver revenue, reduction in costs and enhanced branding via customer proximity

3. Customer, business and technical requirements are the starting point – these need to be agreed at a high level to enable selection http://www.youtube.com/watch?v=Ek7bdR_SCyY

5. Once you have agreed intent with sponsors and high level direction– the analyst community can usually point you in the right direction

6. Use your shortlisted few to tear the competition apart – they know the competitions weaknesses better than anyone! TRU was migrated from Snow Valley (based on MS Commerce 2007) to hybris in 2008 Coca Cola initially decided to go with MS Commerce but found out that it does not fullfil their needs and hence moved over to hybris.

7. There is nothing like driving the car before you buy it….why not have your techies lift up the bonnet and give it the once over

8. MOVEX The eComm platform is part of the jigsaw and needs to integrate with the channel e.g. email, affiliates, BI and back office as key areas

9. Your site is only as good as the search experience - integration with platform, merchandising, analytics and product information is key

10. When things go wrong – you want to be able to escalate & ensure your views are heard at a senior level including platform roadmap

11. Web sites do not exist in isolation those that are successful are business & sales channel’s NOT technical playground’s

15. The analyst community can usually point you in the right direction

16. What the experts say about hybris…..

17. What the experts say about Microsoft Commerce…..

19. Social networks can often also direct you in the right path or at least help you shortlist and cut out the dogs

25. Both products have very new releases titled 2009 and version 4.0 – these need evaluation against requirements…….

31. To create a culture you need an ENIVORNMENT where technicians and creatives can excel – a culture that will attract and retain talent

32. eComm needs to manage multi disciplinary skills – developers to creative marketers to data analysts & web designers

34. Management of eComm consists of 4 operational processes; thought needed in terms of organisation, outsourcing & automation Acquisition Search engine optimisation Pay per click search Partnerships/Affiliates Online ads/Sponsorship Email Marketing Online PR Offline Campaigns Conversion and Proposition Development Proposition development Content creation Content management Merchandising Site usability & accessibility Design and development Customer service Retention & Growth Proposition development Outbound communications Email marketing Customer management Touch strategy definition Loyalty programme Personalisation Infrastructure & Insight Application management Vendor selection & management Design guidelines Operating procedures Performance improvement Web analytics Technological innovation Quality assurance and lifecycle management

38. Generally 4 locations/models for eCommerce within an organisation according to eConsultancy

39. The customer lifecycle approach is marketing focused, but infrastructure is missing and would be an IT responsibility

40. The functional eCommerce team lacks explicit focus on customer lifecycle but includes the IT element

41. Recommendation is a hybrid of both models but customer lifecycle based in structure Source:econsultancy

42. Management of eComm would consist of 4 operational processes; consideration required in terms of outsourcing & automation Acquisition Search engine optimisation Pay per click search Partnerships/Affiliates Online ads/Sponsorship Email Marketing Online PR Offline Campaigns Conversion and Proposition Development Proposition development Content creation Content management Merchandising Site usability & accessibility Design and development Customer service Retention & Growth Proposition development Outbound communications Email marketing Customer management Touch strategy definition Loyalty programme Personalisation Infrastructure & Insight Application management Vendor selection & management Design guidelines Operating procedures Performance improvement Web analytics Technological innovation Quality assurance and lifecycle management

45. Clearly you need a special recipe to be able to manage a diverse and ever changing area…..the right mix of ingredients? A great communicator & influencer A marketing & business background Team & Project Management Technically able to work with IT & not get stonewalled An affinity with technology – a fast follower Tenacious Customer proximity Desire to drive sales – entrepreneurial flair Reactive, nimble & able to make quick decisions & implement quickly Strategic