4. E-commerce Landscape
• Online sales account for 10% of all UK retail
sales
• 50% (and rising) of store purchases informed
by online research
• 24 – 44 year olds are most active online
buyers
5.
6. Christmas on the internet
• 18% of all sales were internet
sales
• 84m visits to retail websites on
Christmas eve
• 107m Christmas Day visitors
86% increase from 2011
• 113m Boxing Day visitors 14m
hours online
7. Search terms Christmas/Boxing day?
• 'Next sale’
• 'Debenhams sale’
• 'Marks and Spencer sale’
• 'John Lewis sale'.
• 30% of consumers over Christmas using
mobile device
8. The time is NOW!
• Online sales are growing at 17% each year
• UK has largest e-retail economy with over 37
million online shoppers
• Average spend £1,165 a year (the highest
amount in the world)
9. Stop and Think
Is e-commerce right for you and your
business – product or service?
Do you have the skills and systems needed?
Can you provide good customer experience
and after-sales support online?
11. Planning to…..Sell Online
• What do you want to sell?
• Decide which system is best –
volume, prices, audiences
• Start building a catalogue of products or
portfolio of services
• Determine which payment system to use
• Start spreading the word...
13. Ways to Sell
• Marketplaces- Ebay, Amazon, Etsy, Folksy…
• DIY – your own website with e-commerce
functions and payment system
• Individual stores – Goodsie, Shopify, Bigcartel
25. Getting people to buy…….
• Tone of voice
• Information – detailed as possible,
materials, size, colour, options
• Images – from all angles, enlargement,
background
• Video? How?
• Call to action
26. Advice for services
Appearance is critical, first impressions last
Cheap products can win on price
Facebook – Integrity
Reviews and Testimonials
31. Payments
• Easy payment methods – with options
• Secure transaction and PayPal
(SagePay or similar)
• Number of items in stock
• Clear postage charges
• Flat rate fee or price per item
• Recommendation
32. Opportunities for up selling?
• Spend over £30 – free postage
• Buy two get one free
• ‘Customers who bought this also
bought’
• Vouchers - Groupon
33.
34.
35. Legislation
• Distance Selling Regulations
• Data Protection Act
• Intellectual property
• Consumer protection legislation
• Exclusions on restricted goods
• Specific regulation - food and drink
36. Online Selling Directive
•The European Directive on Distance Selling
(Directive 97/7/EC)
•Shopping from home is also known as 'distance
selling' and includes purchases made by e-
mail, fax, telephone, Internet shopping and mail
order. Distance selling involves communication
between a supplier and a consumer where they
are not in each other's physical presence.
37. When Things Go Wrong
• Watch out for the protection on offer from
various systems – all will have an agreement
which you sign up to and provide protection
• Ebay and Amazon have specific seller
agreements and resolution centres for any
disputes
• Preloved, Gumtree and others do not provide
cover or act in disputes – they are advertising
sites
46. Make it Compelling, Make it Easy
• Reduce time filling in forms – e.g. one-click purchasing
• No registration
• Recommendations
• Ratings
• Cross-sell
• Use product reviews
• Promises and Guarantees
• Web exclusive deals
• Use video – engagement
• Content is currency
• Build your user communities – engage, inform, develop
47. Store Design
• Clear navigation – low click levels
• Prominent search feature
• High impact current image
• Deep links into the site
• Commitment to buy – call to action
• Reinforce trust – images, endorsements
• Good copy
• Responsive/fast loading images
48. Payments and Pricing
• Add up your costs- direct and associated
• Look at your rivals - do you have competitive
advantage?
• Consider ‘loss leaders’ approach on web
• Price versus value
• Shipping costs – how to communicate
• Credit card or payment system fees
49. Online Transactions
• Payments using cards are ‘card-not-present’
• Higher risks of fraud and banks require
operations within their rules (and therefore
accept higher level of risk themselves)
• Method – depends on volume of sale
Hinweis der Redaktion
Lets look at Xmas selling online
18% of all sales were internet sales84m visits to retail websites on Christmas eve107m Christmas Day86% increase from 2011113m Boxing Day14m hours online
Get a few of them up and have a look at them…..http://econsultancy.com/uk/blog/11417-14-reasons-behind-john-lewis-44-increase-in-online-sales http://econsultancy.com/uk/blog/61918-q-a-john-lewis-on-the-ingredients-of-a-successful-multichannel-retail-strategy
Pre defined market places which already exist. Issues? It costs. Siteplus is always an option (from £12 pcm)
Learn from your competitors, see what they’re selling and what is working for them. If there’s no competition, great… get started.
Lavender oil on Amazon
If it has a good story behind it, people are more likely to buy it. I bought a wooden carving because of the story behind it, otherwise, it’s just another piece of clutter in my house. But people always ask about it and I then get to tell them a story.Your website’s appearance is critical when choosing a service. It is often the first impression that a potential customer has of your business. If it’s a product and the price is low, I will make some allowances for a less than current design… but for a service provider, tolerance is very low.I think it’s important for service providers to appear their very best online. A critical badge of credibility for a service provider these days is to have a Facebook page. When buying a product such as a bottle of vitamins, I don’t really care if the vitamin site has a Facebook page or not. But service providers are different because these businesses interact with people . . . integrity is paramount. We like to see the people who are a part of a service-based business, and if a service provider has a Facebook page – it says that business is a part of the community and is REAL. Facebook provides good street cred.Reviews and testimonials are also critical when considering a service provider. People almost always read onsite testimonials on a service provider’s website to see what people have to say. Of course, these testimonials on a Website are vetted by the business owner – so they have to be good! But nonetheless, it is a credibility factor to have reviews/testimonials on your site, it personalizes the site and you can get a sense of the business.Additionally – if your business is listed in Google Places, Yelp, TripAdvisor, etc. – then you need to make sure you monitor your reviews regularly. A few negative reviews will not deter most people, but if there is a majority of negative reviews with no response – then people will move on.
People will research YOU – LinkedInReputationWF Travel insurance great SM - https://twitter.com/MartinRothwell