The document discusses using e-commerce microsites to provide personalized online storefronts for individual customers. Microsites allow retailers to customize merchandising and provide a more authentic e-commerce experience for each shopper. The document also compares traditional e-commerce websites that serve many customers to a potential microsite approach that creates a unique store for each customer, suggesting the microsite model could significantly increase sales conversions and revenues for retailers.

1. Next
Advancements
in
Clienteling with
Microsites

2. The Next Evolution of Clienteling Using
e-­‐Commerce
Microsites
By
using
e-­‐commerce
microsites
to
create
custom
storefronts
for
each
customer,
consumers
are
treated
to
an
authentic
and
relevant
e-­‐commerce
experience.
Microsites
provide
personalization
and
merchandising
tools
for
retailers’
e-­‐commerceoffering.

3. Multiple
Paths
to
Purchase
Customer
Engagement
Multiple
System
of
Records
Item Inventory Customer &
Order
Payment
Brick
&
Mortal
Point
of
Sale Physical Physical Physical Physical
Online
(desktop
and
mobile)
e-­‐Commerce
Platform Virtual Virtual Virtual Virtual
Market
Place
Market
Place
Platform Virtual Virtual Virtual Virtual
Customer
Call
Center
OMS Virtual Virtual Virtual Virtual
Path
to
Purchase

4. Advancements
in
Point
of
Sale
Software
Evolution
of
Point
of
Sale
Hardware
and
Software
have
been
tightly
coupled
in
order
to
process
a
Sales
Receipt
From
Pencil
and
a
Pad
of
Paper
to
cloud
computing
and
an
iPad

5. Clienteling for
Small
Business
• According
to
KISSMetrics,
71%
of
consumers
have
stopped
buying
from
a
company
because
of
poor
customer
service.
Whether
or
not
you
tell
your
customers
that
you
care
about
their
experience
with
your
brand,
their
perception
is
reality
when
it
comes
to
your
bottom
line.
• While
it’s
common
knowledge
that
customer
retention
is
much
cheaper
than
finding
new
customers,
many
(perhaps
most)
companies
focus
on
customer
acquisition,
even
though
it’s
around
7
times
more
expensive.

6. Microsites
for
Clienteling
Microsites
are
unique
(customized)
webstores
that
are
specific
to
a
customer
or
group
of
customers.
It
is
a
n:N
strategy
vs
1:N.
Traditional
Website
(1:N)
• Typical
Conversion
1%
to
2%
• 1M
Site
Visits/Month
=
10,000
to
20,000
orders
• AOV
=
$150.00
• Total
Revenue
=
$1.5M
to
$2.0M
Per
Month
• $18M
to
$24M
in
annual
revenue

7. Microsites
for
Clienteling

8. Microsites
for
Clienteling
Microsites
are
unique
(customized)
webstores
that
are
specific
to
a
customer
or
group
of
customers.
It
is
a
n:N
strategy
vs
1:N.
Microsite
Webstores
• Typical
Conversion
10%
to
50%
• 1,000
Sales
Associates
• 250
Webstore
x
1,000
Sales
Associates
=
250,000
Webstores
• AOV
=
$150
• $3.75M
to
$18.74M
(10%
to
50%)
• Assumes
AOV
is
equal
to
website