Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου e-Business World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο Divani Caravel στην Αθήνα.

1. 1
Best Practice E-Commerce,
Straight from the horses mouth
Martin Newman, CEO
@martinnewman

2. Thanks for letting
me present today
2

3. If you like what you hear today,
my name is Martin Newman

4. And if you don’t…

5. It’s Paris Koronaios

6. Unfortunately you need to look at me
for the next 60-70 mins!
6

7. My deliverables today
• Insight
• Inspire
• Provoke
• Where we are, where we’re going
• And how we’re getting there
• Mildly entertaining

8. Questions at the end please

9. So what gives me the right to stand
before you today?

10. Why me?
• 16 years selling online
• I run a consulting business, but I’m a retailer
• I’ve had P&L responsibility for catalogues, e-commerce, kiosks
and call centre channels for a number of brands including Ted
Baker, Harrods, Burberry, Speedo & Intersport
• Sit on advisory board of Wiggle.com
9

11. Why me?
• Judge the PayPal etail awards in the UK, and the online retail
awards of Australia for the past 3 years
• Provide thought leadership to various industry titles including
Retail Week, Power Retail, and the Times
• Chair the Retail Week eCommerce conference
• Chair the Retail Systems Multi Channel Conference
• Listed on Retail Week’s top 50 etail Power List of the most
influential people in online retailing for the last 3 years
9

12. Do I have all the answers? No.
If I did, I’d be sitting on the boat below!
10

13. A shameless plug…

14. Practicology is the fastest growing
global eCommerce and
multi channel consulting business

15. And that’s because of…

16. Deep experience of the team:
We’ve all been at the coal face!

17. We’re all retailers:
We’ve owned the eCommerce P&L for the following brands:

18. We’re 100% focused on client’s
profitability

19. We’re a good bunch

20. 3 buckets of services

21. Trading

22. Consulting

23. Agency

24. Our Clients

25. You really can’t afford to take
your eye off the ball…as things are
changing so quickly

27. Back to the here and now…

28. Don’t we just love
jargon in this industry…

29. You need to ignore the BS!

30. • Some call it eCommerce
• Some call it eBusiness
• Some call it eTail
• Some call it eTailing
• I’ve even heard it called eTailment
• Some call it mCommerce
• Some call it Multi Channel
• Some call it‘Multiple Channels’
• Some call it Multi Channel Integration
• Some even call it Omni Channel

31. • Customers don’t see channels!
• They only see experiences
• Therefore the only thing that really matters is:
“Letting customers choose how they shop with you”
This is key success factor number 1

32. The old Retail driver:
Used to be location, location, location

33. The new Retail drivers:
• Now its:
Convenience, Convenience, Convenience
• Buy from the channel of choice: Online, in store, by
phone
• Return to the channel of choice…free
• Have your order delivered to the place of choice:
Work, home, your store for pick up
• Have the order fulfilled at a time of your choosing
• Have your order gift wrapped with a gift card

34. Why is this important?

35. …These customers might buy
online from you

36. These may not.
But they would over the phone

37. These customers want to know…
“Will my bum look big in this?”
…And that’s where live chat comes in

38. This customer absolutely wants to
click and collect

39. You need to let different customer
types shop however and whenever
they want to

40. Key Success Factor =
Retailers are finding new ways
that their stores can enable me to
shop how I want to

41. Take the till to the customer…
helps to close the sale
• I abandoned my basket at Bershka recently due to
the size of the queue
• Retailers are increasingly putting in iPads
• 25% cheaper than fixed tills

42. Debenhams say they are able to offer
between 30% and 500% more SKUs than
the store

43. In store kiosks have generated
incremental revenue of more than
£100m in the last 18 months

44. • The store does not
stock merchandise
• It has iPads,
computers and
interactive screens
• Customers can
order products
which are then
delivered the
following day to
either the
customer’s home or
to the store for
collection

45. Selfridges click and collect
drive through

46. The Multi Channel Halo Effect

47. • 63% research online before buying instore
• 89% who buy online also shop instore
• 35% of all online customers pick up their goods instore (M&S is at
40%)
• Click and collect growing at 2 x the rate of online sales
• 29% researched offline before buying online
• Multi channel customers spent 3.5 times as much as single channel
customers
• Mobile drives 6m visits to the website
• A £3k bed was bought through mobile!
• Multi Channel Customers are twice as loyal

48. Click and Collect:
Why does it drive so many sales?
67

49. Why is it so important?
• You know your goods are there
• You don’t have to worry about what happens if
you’re not in when they’re delivered
• Or if you have to return them
• You don’t have to pay for delivery
• If it’s fashion you can change your size or your
mind there and then
• You may well be working near that store
• Convenience, Convenience, Convenience

50. Key Success Factor =
Customer Service and advice

51. • Because it’s online, it doesn’t mean you don’t
need customer service and a call centre
number!
• Let me call you if I want to
• Customer service is a sales driver not just a
channel for problem resolution

52. So I can’t call you?

53. Good help section on Debenhams,
but no obvious call centre no’s

54. 54

55. If you were a customer service
business that happened to sell travel
products, how would you
communicate and engage differently?

56. Key Success Factor =
Good usability…
the experience online should be very
similar to the offline experience

60. If you took the online shopping bag
and checkout and put it into a store
environment,
this is what it might be like…

62. 130
How ASOS persuades 50% more new
customers to checkout

63. After Split testing they changed from using the term create account.

64. To the softer approach – “new to ASOS”
They still ask for a password during checkout but found drop out is associated with
the perception of registration.

65. Did you know that the conversion from
customers who use site search is
between 2 and 5 times that of normal
browsers?

66. And yet too many search functions
deliver the following experience…

68. Search for Bra’s…

71. Key Success Factor =
Availability

72. Can I place a back order?

73. Key Success Factor =
De risking buying online

74. Those doing well online know how to
de-risk the experience of buying
online for customers

75. Zappos set the bar for de-risking
and for convenience

76. Key Success Factor =
The customer value proposition

77. Have it right up front…

78. Key Success Factor =
Engagement

79. A truly social brand...
These styles sell through 2.4 times better
Engagement

80. Key Success Factor =
Personalisation &
Dynamic merchandising

82. But what is personalisation
and dynamic merchandising?