Following our eShopper Index 2015, we are thrilled to release our new presentation that focuses on E-Commerce growth. iVentures Consulting has identified 25 proven differentiating tactics that help companies to improve their E-commerce performances for more growth. Our analysis is illustrated through 80 best practices in Personalization, Content Marketing, Mobile and many other fields. To know more about the eShopper Index: http://www.slideshare.net/aureliaa/eshopper-index-1015-report-free

1. E-Commerce Growth
25 proven tactics to grow your E-Commerce
October 2015

2. 3 pillars to define and implement actionable tactics for more growth
Customer acquisition Conversion Retention
©iVentures Consulting 2015 2

3. Which differentiating tactics to grow your e-commerce?
Opportunities for differentiation exist all along the customer journey. They can come in the form of
improvements on existing actions (quick win) and/or implementation of new features and services
in the following fields:
Social media
Content marketing
Personalization
Mobile
Customer service
DeliveryIncentives
Communication emails

4. ✔
First, for each chosen tactic, don’t forget to identify and prioritize your
goals?
©iVentures Consulting 2015 4
Increase brand awareness Provide a unique experience
Make customers discover products Increase conversion
Engage customers Increase average order value
Reassure customers Increase customer satisfaction
Drive traffic in-store and to eShop Reinforce customer loyalty

5. How can social media have greater impact on your sales?

6. Highlight deals, special offers and exclusives on Facebook and Twitter, and make them shoppable now.
Sephora’ s special offer on Facebook
©iVentures Consulting 2015 6
Quick
winTactic #1
Kate Spade’ s special offer on Facebook Saks’ exclusive on Facebook

7. Kenzo’s new bag on Instagram
Bobbi Brown Cosmetics’ collection on
Saks’ Facebook
Warby Parker’s highlight of sunglasses
to buy now on Twitter
Highlight new arrivals, collections and products on Facebook, Twitter, Instagram and Pinterest,
and make them shoppable now.
©iVentures Consulting 2015 7
Quick
winTactic #2

8. How to drive E-Commerce success with Content Marketing?

9. Provide customer online reviews and testimonials on product pages to convince other customers
to buy a product.
Sephora’s rating & review section ModCloth’s rating & review section
©iVentures Consulting 2015 9
Quick
winTactic #3

10. Be more transparent about products on product pages:
• Origin.
• Composition/ingredients.
• Pricing.
Everlane’s transparency on pricing and origin
©iVentures Consulting 2015 10
Stoffa’s transparency on composition and origin Kiehl’s transparency on ingredients
Quick
winTactic #4

11. Show product in action through video on product pages:
• Product worn and staged.
• Product demonstration.
• How to’s.
Everlane’s product video on product page
©iVentures Consulting 2015 11
Net-A-Porter’s product video on product page Benefit’s Tips & Tricks video on product page
Quick
winTactic #5

12. Create and highlight inspirational images and videos on home and landing pages, staging products
and collections and make them shoppable:
• Lifestyle lookbook (fashion).
• Still-life.
• Campaign.
H&M’s Coachella shoppable inspirational
images (lookbook style)
©iVentures Consulting 2015 12
Kate Spade’s shoppable inspirational video
(lookbook style)
Clinique’s inspirational images to shop now
(Still-life style)
Tactic #6 New
content

13. Create an editorial/ tips section or a magazine with shoppable content to inspire and guide
customers in their purchase:
• Tips & tricks (Cosmetics, Fashion, Consumer electronics, etc.).
• Lookbooks, editor’s picks … (Fashion).
• Product tests & reviews (Consumer electronics).
Harrods’ editorial Style Insider section
©iVentures Consulting 2015 13
Sephora’s beauty section
Fnac’s editorial section managed by store
experts
Tactic #7 New
content

14. How to personalize the customer experience?

15. Push real-time sophisticated up and cross-selling opportunities on product pages, shopping bag
and communications emails.
• Complementary items.
• Similar items.
• People who bought this item also bought.
• Etc.
Amazon’s cross-selling based on what
people who viewed this item also viewed
©iVentures Consulting 2015 15
Saks’ “complete the look” cross-selling Sephora’s similar products cross-selling
Quick
winTactic #8

16. Push the right information and offers at the right time on all your E-Commerce channels (web,
mobile, emails & newsletters), based on:
• Navigation & search queries.
• Purchase history.
• Shopping bag & wishlist.
• Geographic location.
• Customer segments.
Amazon’s recommendations based on
previous purchases
©iVentures Consulting 2015 16
Fnac’s recommendations based on
previous purchases and browsing
history
Zappos’ recommendations based on
previous purchases and browsing
history
Tactic #9 New
feature

17. How to create effective customer incentives?
©iVentures Consulting 2015 17

18. Push incentives/offers to encourage prospects and customers to place orders, subscribe to
newsletters or deals, etc…
• Discounts, vouchers, free delivery, free services, gifts etc.
©iVentures Consulting 2015 18
Bonobos’ incentives to subscribe to newsletter and
encourage a 1st order (discount and free shipping)
Zalando’s incentive to subscribe to newsletter (voucher)
Instacart’s incentive to encourage a
new order
Estée Lauder’s incentives to subscribe
and encourage a 1st order (discount)
Tactic #10
Quick
win
10/7/2015 Gmail - We miss you, Aurelia!
https://mail.google.com/mail/u/0/?ui=2&ik=fbe4e7b816&view=pt&search=inbox&th=15042c9e9f547ac7&siml=15042c9e9f547ac7 1/2
Aurelia Ammour <aurelia.ammour@gmail.com>
We miss you, Aurelia!
1 message
Instacart <no-­reply@instacart.com> Wed, Oct 7, 2015 at 4:52 PM
Reply-­To: Instacart <no-­reply@instacart.com>
To: aurelia.ammour@gmail.com
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19. Reward customers for their purchases, repeat visits, birthday etc…
• Earning points to receive discounts, free delivery, free services, gifts etc.
©iVentures Consulting 2015 19
Starbuck’s reward program: track points/stars
and redeem rewards (free drinks, free food …)
Sephora’s reward program: track points and redeem rewards
(free gifts, special offers, free beauty classes…)
Tactic #11 New
feature

20. How to create effective customer incentives?
©iVentures Consulting 2015 20
How to build a mobile growth engine?

21. Build a user-friendly M-Commerce app on iOS and Android in addition to your mobile version.
• Only 51% of leading E-Commerce players have an M-Commerce app on iOS and 37% on Android (1).
©iVentures Consulting 2015 21
Apple’s M-Commerce app Target’s M-Commerce app Net-A-Porter’s M-Commerce app Neiman Marcus’ M-Commerce app
(1) Source: eShopper Index 2015
Tactic #12 New
channel

22. Push notifications about new arrivals, special offers, events, rewards, reminders etc.
• Opt-in: ask for permission.
• Segmentation and personalization based on behavior, location etc.
• Right day and time.
©iVentures Consulting 2015 22
Spring’s notifications highlighting
special offers
Net-A-Porter’s notification pushing editor’s new curation
Apple’s notification pushing a reminder for an upcoming
appointment at the Genius bar
Tactic #13 New
features
H&M’s notification highlighting a
special offer to be redeemed in store
and online
H&M’s notification highlighting looks
curated by David Beckham

23. Implement mobile in-store features such as:
• Special offers/coupons to be redeemed in store.
• Indoor information: store news, new arrivals, events, amenities …
• Interactive maps, in-store GPS, aisle navigation …
• In-store product availability.
• Etc.
©iVentures Consulting 2015 23
Toys“R”Us’ mobile coupon to be
redeemed in store
Apple’s welcome message and store
news once in store
Neiman Marcus’ in-store offers and
ability to contact a sales person
Target’s special in-store deals and
interactive map to find a product
Tactic #14 New
features

24. Provide a “SNAP, FIND, SHOP” feature that lets shoppers snap a picture of an item that they want,
which can then be located in-store and/or in the eShop.
Amazon’s “scan, find and shop”
feature
Macy’s image search feature Neiman Marcus‘ “Snap, find and
shop” feature
Zalando’s photo search feature
Tactic #15 New
feature
©iVentures Consulting 2015 24

25. How to increase customer service efficiency?

26. ©iVentures Consulting 2015
Provide and highlight customer service all along the customer journey (your customers might
need help before, during and after purchase).
Clinique offers direct access to all customer service contacts
through the navigation bar
26
Zappos highlights its 24/7
customer service at the top of
every page
Tactic #16
Quick
win
Zalando highlights the helpline
at the top of every page

27. Provide a fast and clear answer (your customers need reassurance before, during and after
purchase).
A clear answer from Sephora
to a Facebook query
©iVentures Consulting 2015 27
A clear answer from Saks to an email query
Tactic #17
Quick
win
14-10-22 11:33Gmail - Regarding Your Inquiry <<#882787-3741633#>>
1 2https://mail.google.com/mail/u/0/?ui=2&ik=7e7ab28b92&view=pt&search=inbox&th=1493341a497d2cef&siml=1493341a497d2cef
Julie Duval <julie2.duval@gmail.com>
Regarding Your Inquiry <<#882787-3741633#>>
1 message
Service <service@saks.com> 21 October 2014 17:08
To: julie2.duval@gmail.com
Dear Julie,
At Saks Fifth Avenue, we want you to be pleased with your purchase. If for any reason you are not completely
satisfied, you may exchange, replace, or credit your purchase when it is presented in saleable condition. Simply
follow the guidelines below.
Full-priced merchandise, with the exception of watches, jewelry and electronics, presented after 30 days will be
credited based on the current selling price. Returns of watches, jewelry, electronics, sale merchandise and
FashionFix items will not be accepted after 30 days. Please note: FashionFix purchases cannot be returned in
stores.
Requests for adjustments will be honored if the merchandise was purchased at full price and if it is marked down
within 7 days of purchase.
Unfortunately, we cannot exchange, replace or credit gourmet, monogrammed or personalized items.
Should you wish to return merchandise, you have two options available to you. You can present the merchandise
to an associate at your area Saks Fifth Avenue with the original receipt or gift receipt or you can mail your return
to our distribution center.
Should you wish to mail the package to our distribution center, retain the top portion of the Shipping Summary
packing list. Enclose the completed Return Form with your shipment. Affix the pre-paid USPS Return Label to the
outside of the package and send via U.S. Mail; a $9.50 return postage charge will be deducted from your refund. If
you choose to ship your return via a different carrier, please insure the package and ship to:
Saks Direct Returns
1 Waldenbooks Dr
La Vergne, TN 37086
Thank you for shopping at Saks.com.
Sincerely,
Kesha Higgins
Saks.com Associate
To speak with a saks.com Sales Associate by phone, feel free to call 1-877-551-7257, 24 hours a day, 7 days a
week. If you are calling from outside the USA or Canada, please dial toll-free 1-800-7257-7257. If you are unable
to connect with our toll-free numbers above, please dial 1-601-592-2860. (International long distance charges will
A clear answer from Zappos to a
Twitter query

28. Increase your points of contact by providing customer service through phone and email but also
by chat, click to call, Facebook and Twitter. Offer a clear FAQ as well.
Kate Spade highlights contact means in
the navigation bar (phone, live chat and
email)
©iVentures Consulting 2015 28
Burberry’s list of contact means in the
contact section (phone, email. live chat,
call back, Twitter and Facebook)
Zappos highlights contact means in the
navigation bar (phone, live chat and email)
Tactic #18 New
services

29. How to use email more efficiently?

30. Send an “abandoned cart” email to customers who added products to their cart but didn’t
complete check out.
©iVentures Consulting 2015 30
Tactic #19
Quick
win
Selfridges’ reminder email for abandoned
cart
©iVentures Consulting 2015 30
Ralph Lauren’s reminder email for
abandoned shopping bag
Chubbies’ creative reminder email for
abandoned shopping cart

31. Send a post-purchase email to request customer feedback about purchase experience.
©iVentures Consulting 2015 31
Tactic #20
Quick
win
Bloomingdale’s email asking customer for
feedback
©iVentures Consulting 2015 31
Nasty Gal’s email asking customer for
feedback
Foot Locker’s email asking customer for
feedback including an incentive to win gift
cards
6/10/2015 Gmail - Give us your opinion for a chance to win a $150 gift card
https://mail.google.com/mail/u/3/?ui=2&ik=1cce334d74&view=pt&q=survey&qs=true&search=query&msg=14e64d6edece3a76&siml=14e64d6edece3a76 1/
Christophe Biget <biget.christophe@gmail.com>
Give us your opinion for a chance to win a $150 gift card
Foot Locker VIP <Footlocker@e.footlocker.com> 6 July 2015 at 21:27
Reply-­To: Foot Locker VIP <support-­b96xvzdb57hq1qaum9466qdh7kgm8c@e.footlocker.com>
To: biget.christophe@gmail.com
Take a quick survey and you'll be entered to win a Foot Locker gift card!
View Online Customer Service -­ 1.800.991.6815
FREE SHIPPING on select styles* or on orders over $75.** Use code: EMFL57V3
*Offer valid only on eligible items. Eligible items will indicate "this item ships FREE" in blue type on the product's description page.
Items in your cart that are not eligible are subject to shipping charges. Shipping will be automatically deducted at checkout. Valid
only at footlocker.com. Offer is limited to standard delivery within the 48 contiguous United States and APO/FPO addresses.
Excludes bulk orders and drop ships. Entire order must ship to a single address. Does not apply to prior purchases or open orders
and cannot be combined with any other offer. Customer is responsible for shipping costs on returned merchandise. May not be

32. Send an email a few weeks after purchase to request customer ratings and reviews.
©iVentures Consulting 2015 32
Tactic #21
Quick
win
Clinique’s follow-up email requesting
product review
©iVentures Consulting 2015 32
Amazon’s follow-up email requesting
purchase rating and review
5/10/2015 Gmail - Write a review about your clinique.com purchase
https://mail.google.com/mail/u/3/?ui=2&ik=1cce334d74&view=pt&search=inbox&msg=1490e79fc1e9e315&siml=1490e79fc1e9e315 1/2
Christophe Biget <biget.christophe@gmail.com>
Write a review about your clinique.com purchase
Clinique Online <clinique@e.clinique.com> 14 October 2014 at 13:45
Reply-­To: Clinique Online <support-­b9gq3ppagqbk3taxtxy4pqccce1ee8@e.clinique.com>
To: biget.christophe@gmail.com
Review your purchase! View this email in a web browser
Dramatically Different
Moisturizing Lotion+
Saks’ follow-up email requesting product
rating and review

33. Send an automated replenishment email to remind customers to re-order items when they run out
(Beauty, Vitamins, Office Supplies, Pet food, etc.).
©iVentures Consulting 2015 33
Tactic #22
Example of Clinique’s replenishment email
to re-order shaving cream
©iVentures Consulting 2015 33
Example of Ole Henriksen’s replenishment
email to re-order skincare favorites
New
feature
Example of Myblinding’s replenishment
email to re-order comb supply

34. How to improve the delivery experience?

35. Provide and highlight free delivery and return all along the customer journey.
©iVentures Consulting 2015 35
Neiman Marcus highlights free shipping and returns at the top of every page
Net-A-Porter highlights free 3-day delivery and returns at the top of every page
Nordstrom’s highlights free shipping and returns at the top of every page
Coach highlights free shipping and returns at
the top of every page
Tactic #23
Quick
win

36. Provide an easy return process and attractive conditions:
• Extended return time-frame (30 to 365 days).
• Pre-paid return sticker.
• Returns possible either in-store or through home pick-up.
©iVentures Consulting 2015 36
Burberry’s list of contact means in the
contact section (phone, live chat, call back,
Twitter and Facebook)
Zappos highlight of contact means from
the navigation bar (phone, live chat and
email)
Bonobos’ return conditions: 365 days, free
return shipping label
Farfetch’s free return pick-up at home
Amazon’s easy return process
Tactic #24
Quick
win

37. Provide delivery service that goes beyond standard and express shipping:
• Click & Collect and/or Reserve & Collect.
• Fast delivery in 1 to 3 hours.
©iVentures Consulting 2015 37
Dior Parfum’ s packageAmazon’s one-hour delivery service
Gap’s Reserve in store
service
Apple’s Click & Collect service
Everlane’s one-hour delivery service
Tactic #25 New
services

38. ©iVentures Consulting 2015 38
You may also like the eShopper Index 2015 J
The E-Commerce reference Index based on
the eShopper journey
1
2
3
4
Analyzes and ranks performances all along the
customer journey (before, during and after
purchase).
Covers 14 sub-steps of the customer journey across
over 250 criteria.
Provides cross-sector comparisons through over
111 American and European companies.
Identifies best practices on all these sub-steps
including online marketing and omnichannel.
URL: goo.gl/thGoFE

39. ©iVentures Consulting 2015
contact@iventures-consulting.com | www.facebook.com/IventuresConsulting | @iVenturesC
Paris
Christophe Biget
Partner
@cbiget
7/11 rue de l’Yvette
75016 Paris
Aurelia Ammour
Partner
@aammour
1714 Lombard Street
San Francisco CA 94123
San Francisco
39
Contact us

40. About iVentures Consulting
• Digital transformation: digital
integration in all aspects of
business
• E-Commerce & Omnichannel
audit and strategy definition
• Support to implementation
• Partnership with startup
ecosystem
CO NS U LTI N G
• E-Shopper Index: Ranking &
Analysis of leading companies’ E-
Commerce performances all
along the customer journey
• Deep dive analysis: E-Commerce
& Omnichannel performances
optimization
BUSINESS
INTELLIGENCE
• Training
• Digital academy
• Reverse mentoring
• Learning trips
DIGIT A L SKILL
DEVEL OPMENT
MAIN C LIEN T S
Fashion & Luxury: Baccarat, Boucheron, Celine, Esprit, Givenchy, Kering Group, Lacoste, LVMH Group, Loewe,
Moet Hennessy, Vilebrequin.
Beauty: Diptyque, Feelunique.com, Lancôme, L’Oréal Paris, Nocibé, Paco Rabanne, Puig, Sephora, Yves Rocher.
Retail: Carrefour, Darty, Fnac, Stokomani, Tati, Truffaut.
Travel : Ada, Aéroport de Paris, Air France, Liligo.com. Voyages-sncf.com, SNCF.
Media & Entertainment: AFP, Curse.com, IsCool Entertainment, Le Monde, Micromania/ Gamestop.
Others: Alstom, Areva, BNP Paribas, Ducati, EDF, GMF, Groupama, Icade, Société Générale, Saint Gobain, SC
Johnson, Suez, Total , Véolia.
iVentures Consulting is a Management Consulting boutique dedicated to Digital transformation and Ecommerce &
Omnichannel Strategy, founded in 2005 by Aurélia Ammour and Christophe Biget and based in Paris and San Francisco.
iVentures Consulting mainly works in Fashion, Luxury, Beauty, Retail, Travel and Media & entertainment.

41. Management team
©iVentures Consulting 2015
• MS, ESCP Europe
• Aurélia is Co-founder and Partner at iVentures Consulting, a
management consulting firm specialized in Digital
Transformation and E-Commerce & Omnichannel. She is the co-
creator of the eShopper Index, launched by the firm in 2013.
Prior to creating iVentures Consulting, Aurelia spent five years
working in venture capital at Europatweb and Global
Technology Investments as an Incubation Project Director and
Senior Associate specialized in Internet, Entertainment, Media
and Mobile services. In 1995, Aurélia co-founded one of France’s
first interactive agencies, which was later sold to Havas
Advertising Group to become ConnectWorld. Since 2007, Aurélia
is regularly featured in Private Equity Magazine and L’Entreprise
Magazine as a guest journalist /expert on new technologies &
venture capital. She also is a guest speaker at leading business
schools (ESCP Europe, Dauphine University/ Strategies), where
she participates as a visiting professor on “Entrepreneurship
marketing” , “Digital Business strategy & organization” and
“Digital P&L”
AU RELI A AMMOUR
Part ne r, Sa n Fra ncisco
eShopper Index Co-creator
CHRISTOPHE BIGET
Partner, Paris
eShopper Index Co-creator
• MBA London Business school
• Christophe is Co-founder and Partner at iVentures Consulting, a
management consulting firm specialized in Digital
Transformation and E-Commerce & Omnichannel. He is the co-
creator of the eShopper Index, launched in 2013. Prior to
creating iVentures Consulting, Christophe spent five years in
management consulting in Paris and London as a Manager with
Andersen Consulting, Viant and Acemis. Christophe has led
strategy, organization and internet consulting projects in the
fields of media, entertainment, distribution and telecom. He
contributed to the development of firms such as Vivendi
Universal, Emap, Granada, SFR. Before moving into
management consulting, Christophe spent 6 years in the music
and video industry, as sales manager and marketing manager
with Sony Music and Cogedep, a national retail distributor.