Some tips on developing a successful ecommerce strategy in 2015. This talk was presented at the AP21 seminar event on 18 March 2015.

1. Building better digital futures

2. “What's dangerous
is not to evolve.”
Jeff Bezos, Amazon

3. Joe Hallahan
Partner & Director
• Strategy
• Planning
• User Experience
• Digital Marketing

4. • Strategy
• User Experience
• Digital Engineering
• Consultative approach
• High-quality execution
• Focus on strategic purpose and performance
We do:

5. A few quick samples

9. • Developing a successful digital strategy
• What 2015 has on offer
Todays topics:

10. •
There’s no ‘shining bullet’ in digital.
The ‘big idea’ is dead.

11. • Make all the ‘little ideas’ add
up to something big! It’s
actually hard work.
• Try not to get stuck in the day-
to-day and remain a focused on
the long game.
Poster by Frank Chimero (http://frankchimero.com/)

12. • The world is finite and budgets are too.
• It’s a vision - where you want to go.
• Allocate effort across activities for the best result
• Grow maturity and capabilities
• Measure your progress - what’s working and what
can be improved
Why is strategy important?

13. • Product!
• Customer experience
• Brand reputation
• Marketing
• Operations
Key aspects of a successful strategy

14. Always remember the consumer cycle

15. • Ad spend
• Social
• Search
• Ebay/Amazon
• Open Data
• Content
• User Experience
• Chat
• Returns policy
• Brand
• Easy of use
• Payment
• Conversion
optimisation
• Up/cross sell
• Email
• Loyalty program
• Customer Service
• Social
• Brand advocates

16. conversion rate
Traffic cart value
frequency

17. Revenue
=
Traffic x conversion rate x cart value x frequency
Of course, it’s much more complex!

18. So what should you do?
Plan little ideas, one by one.

19. Create a roadmap

20. • Outcomes NOT tactics
• Set measurable targets
• Allocate resources or upskill
• Integrate with in-store/traditional marketing
Without strategy, it’s easy to get lost.
My tips:

21. What’s up in 2015

22. Massive expectations
• Consumer expectations are incredibly high
• Big organisations set the benchmark
• In 2015 this will only get harder
• Do what you do the best you can

23. Ecommerce in the cloud
• Enterprise (not just DIY)
• Interoperable
• Scalable
• Integration middleware

24. Expect more devices and more usage.

25. Automation
Use your data, do more, personalise

26. OFFLINE ONLINE
Omnichannel
The
hot
spot

27. Social
• Sales generated via Facebook is on the rise
• “Facebook Pages that post promotional creative
should expect their organic distribution to fall
significantly over time”
• The free ride is over.
• You’ll need to budget for ad spend.

28. Payment
In-store payment has already evolved.
So will online payment.

29. Thanks!
• Lots of little ideas!
• Develop a roadmap
• Storytelling for your brand (Hire a copywriter!)
• Don’t forget the long term!

30. Thank you for your time