Marketers have an array of choices to make when it comes to growing their brand's direct ecommerce presence. This infographic offers a check list of key facts for marketers to keep in mind as they determine the best strategy for their brands.

1. Growing YOUR There’s an overwhelming array of ways marketers can grow their It’s True...There are MAJOR benefits of expanding your
DIRECT ECOMMERCE direct ecommerce presence. How do you know which is best for your brand? direct ecommerce presence.
• Delivers considerably higher margins
Presence • Supplies expanded reach for distribution
Fiction • Provides access to customer data
& Fact Typically consumers who buy from a brand’s website
are a SUBSET of brand buyers.
• Offers opportunities to develop customer insights
• Meets consumers expectations to be able to buy brands directly
FICTION: Direct online buyers have the • Presents a much richer brand experience via the brand’s website
SAME needs as overall brand buyers.
FACT:They have a DISTINCT set of needs. There are many different types of online shoppers on your site.
FICTION: These groups have similar needs and wants from the online shopping experience.
FACT: Not only do they have different needs, the mix and value Broad
Selection
of these groups depends on the category and brand. Retail
Family Haters
Bargain Provisioner
Latest & Hunter
Broswer/ Greatest
Researcher
Who shops online will vary by category.
FICTION: Understanding general online behavior provides enough
information on which to base an ecommerce strategy.
FACT: Any given person can behave VERY DIFFERENTLY with
–>
>–
different brands or on different sites.
>–
Broad Latest &
Selection Greatest
Bargain
Hunters
CREATE
Hundreds of
—> TEST
To identify
—> PRODUCE
Optimal
Variables characteristics Segmentation
– Attitudes of people who
– Site Needs are profitable for
JUST THE FACTS: Identifying and describing a good
5%
23 %
– Buying Behaviors your ecommerce 2%
– Demographics SITE ecommerce target provides clear guidance on
– Brand Segment Membership
site design, strategies, and tactics.
31
– Database data
A: Understand the basics of your online buyers.
B: Pinpoint the segment that is the most profitable
16% Ecommerce Profits
% of Direct %
25 %
to the ecommerce site.
C: Let the target segment drive the creation of
–>
digital personas, site design, tools, and
site “positioning.”
LOOK who’s MOST important?