The document discusses building blocks for a successful digital strategy for e-commerce companies in India. It outlines 6 key blocks: 1) Focusing on the basics by setting organizational goals and understanding customer goals, 2) Understanding customer journeys and segmentation, 3) Developing digital infrastructure like websites and apps, 4) Creating a content strategy focused on storytelling, 5) Defining success metrics using data analytics, and 6) Continuously planning, testing, analyzing and adjusting the strategy based on results. The document emphasizes taking a customer-centric approach and using data to drive strategic digital decisions.

1. Building The Bricks Of Your
Digital Strategy
Akshay Chaturvedi
Housefull

2. Digital – WTF, What the fuss…..
In last 1 year internet user
base has grown by 100
million, clearly Internet is
mainstream in India today
The growth is fuelled by
mobile internet users
especially from Tier 2 – 3
cities.
Source: Internet and mobile association of India (IAMAI)

3. Simply put ….
India is adding 3 internet users every second
It already is the second largest market ranked by user
numbers!
Internet Penetration in India 59% by 2020

4. Growth in Ecommerce
Ecommerce - 35% CAGR
Online shoppers - 26%
Orders/shopper/year – 20%
AOV - 32% (last two years)
Furniture & Furnishing category is
growing by CAGR of 75%
$ 38 Bn-2016
(P)
$23 Bn -
2015
$17 Bn-
2014
Source: Associated chambers of commerce and Industry (ASSOCHAM)

5. Crystal Gazing ….
No. of online shoppers in India
2015 – 50 Million
2020 – 320 Millon
Indian Internet Market Size by 2020
$159 Billion
Source: Morgan Stanley Research

6. Key Growth Drivers
Mobile generated 78% of shopping query in
2015 predominantly in fashion category.
Men account for 71 per cent of Internet
users, while women just 29 per cent,
however women influenced sales has
grown above 4X in last two years and
expected to grow 2x in next 2 years.
30% of online GMV in 2015 was influenced
by women.
8X
21 X
1X
201
2
201
3
201
5
1X
201
2
201
3
201
5
4X
17X

7. Key Payment Trends
With the increasing Digital
Payments penetration, share of
COD shipment is reducing. It has
come down to 45% in 2015 from
60% in 2013
With Increasing order values, there
is uptick of EMI payments. It has
gone to 5% in 2015 from 1% in
2013
60%
45%
COD
2013 2015
1%
5%
2013 2015
EMI

8. Got the fuss …. Now Remember

9. Strength Meets Opportunity

10. Building Block 1:
Focusing on the basics, Getting Strategy in place
Digital strategy is intrinsic to business strategy today. In fact, 90 percent
of digital leaders (versus 60 percent of all leaders) have fully integrated
digital into their strategic-planning process – McKinsey
Setting Organizational Goal, understanding Customers’ goals
Setting Marketing KPIs directly related to organizational objectives
Tapping the demand of new growing middle and upper middle class in
terms of product quality, uses and design
Improve warehouse infrastructure to minimise turn-around-time and
logistic infrastructure to increase geography reach
Stores and Website is not One Vs Other

11. Building Block 1 – Getting Strategy in Place
Best digital strategies don’t rely on past analyses, but start fresh and
carve out a vision based on where value is likely to shift over next 3 to 5
years
ASSESS :-
where value is likely to be disrupted within own business
or prioritize a handful of interventions where the business can exploit
significant opportunities (and divest or reduce exposure in markets where
value is declining)
then craft a digitally enabled business model around them.
LEADING TO : - new way for customers to purchase a product, moving
into new businesses or exploiting competitive advantages

12. Building Block 2:
Audiences, Customer Journeys & Segments
Understanding consumer decision journeys would be the cornerstone of
success – whether its evaluation of products or engaging with brands
Similarly analysing data & outreach based on them would be the key
Segmentation in our case
◦Primary Audiences – Age group 25 – 45 years
◦Secondary Audiences – Females/Newly wed (Shop the look)
◦Segmentation based on Products and room types
◦New home buyers, old furniture sellers

13. Building Block 3:
Digital Landscape & Tech Infrastructure
Digital
Strategy
SEO
Email
MarketingSocial Media
Search Engine
Marketing
Display
Advertising
Content
Marketing
Website eCRM Cloud ERP

14. Omni Channel Retail

15. Building Block 4:
Content Strategy
Content marketing is the biggest opportunity as well as biggest challenge
for most ecommerce companies
Social media is important, content is important, conversion is important,
but making the link between the three is equally important.
Storytelling – Opportunity lies in storytelling not by brand but by its
community. If the messaging is right, the customer will instantly become
brand ambassador.

16. Its all about the 3 C’s – How are you placed ?

17. Building Block 5:
Defining Success
Data Driven Decisions (Data Capture -> Report -> Analysis)
◦Measuring Success against benchmarks
◦Specialized web analytics tools – actionable insights for business decisions
◦Consumer Analytics – Focus on customer centric outcomes
◦To build effective Recomendation engine
Multi Channel Attribution
◦Across multiple screens
◦Across Digital Channels
◦Online to Store
Companies that make extensive use of customer analytics see a 126 %
profit improvement over competitors - McKinsey

18. Building Block 6:
Plan, Analyze & Adjust
It’s a continuous improvement plan
◦Formulate smart hypothesis
◦Do lots of A/B, Multivariate tests
◦Analyze Goal/Conversion Funnels
◦Repeat

19. Thank You & All the Best!