Customer-centric Ecommerce event slides

Ecommerce UK
Customer-centric Ecommerce
Mark Lewis – Deputy CEO Practicology
Hashtag: #EcommerceUK
WiFi network: BL-GUEST-CONF WiFi code: BLgue5T23

Thank You
 The attendees, without you, we have no one
to share insight with
 Our presenters for sharing insight
 Tonight’s sponsors without whom this event
wouldn’t take place: PCMS Group, Peoplevox
and Sage Pay
 Practicology team here tonight including Joanna,
Chesca and Laura who have organised the event,
and my fellow directors at Practicology Martin,
Nupur and Jeremy

Thank You
 Cathy Crawley, my co-host of the Ecommerce
UK LinkedIn group
 Jonathan Hall and Cranberry Panda for
filming with Nathan from Fried Egg
Productions www.friedeggproductions.co.uk
 Antony Alexandrou for
photography www.3aphotography.com

Agenda
 Introduction: Mark Lewis, Deputy CEO, Practicology
 Presentations:
• Practicology’s Customer Communications Tracker
• Jonathan Bellwood, Founder & CEO, Peoplevox
• Richard Goodall, Group Sales & Marketing Director, PCMS (also
presenting Ann Summers’ slides as Phil Syson cannot be here)
• Gareth Williams, CEO, Sofa.com
• Katy Wilson, Channnel Manager & Rik Blacow, Head of
Innovations, Sage Pay
• Yossi Erdman, Head of Brand & Social Media, AO.com
 Q&A
 The bar

Customer Communications Tracker

How do you speak to your customers?
• Email is still a crucial communications channel
• It was rated as ‘excellent’ or ‘good’ for ROI by 68%
of companies in Econsultancy’s 2014 research –
highest rated digital marketing channel
• So we wanted to see how different retailers treat
consumers when they hand over their email
address and opt-in to receiving marketing
communications…

The methodology
• We began by visiting the websites of 100
retailers in early February 2015
• We looked at whether you could sign-up to
receive newsletters/emails from them without
actually registering for an account
• 93 of the retailers seemed to offer this, so we
signed up with them all to a Hotmail address
we’d set up
• We’ve tracked what happens next…

How welcoming are you?
Once we’d tried to sign-up online with the 93
retailers who offered it:
• 57 retailers emailed us the same day with a
proper welcome email
• 6 retailers emailed us a welcome email in
subsequent days
• 6 retailers began sending marketing emails
without sending a welcome email first
• 23 didn’t acknowledge sign-up and have sent
us no emails since

Why ask if you don’t offer?
• Matalan’s sign up has failed multiple times

Why offer if you don’t communicate?

Why ask for info you don’t use?

Coast asked for DOB and used it

Think about how you say hello
• The first email we received from Sports Direct

Email is not dead (or dying)…

Customer Communications Tracker
These findings and more will be available
next week on our website and via the
Ecommerce UK LinkedIn group
www.practicology.com
@practicology

Jonathan Bellwood
Founder & CEO
Peoplevox

THE CUSTOMER-
CENTRIC
ECOMMERCE
WAREHOUSE
Jonathan Bellwood
CEO & Founder, Peoplevox
Follow us @PeopleVox
The customer-centric eCommerce warehouse
March 5th 2015

PUT STUFF IN THE
March 5th 2015
Jonathan Bellwood
@PeopleVox
Slide 2
Problem:
Storing similar stock keeping
units (SKUs) next to each
other in a warehouse makes
it more likely that a picker will
pick the wrong item due to
human error. A medium shirt
can be easily mistaken for a
large shirt.

PUT STUFF IN THE
March 5th 2015
Jonathan Bellwood
@PeopleVox
Slide 3
Solution:
By putting different SKUs in
location gaps, pickers are
less likely to pick
incorrectly. For example, a
medium shirt will not be
mis-picked for pink shoes.

PUT STUFF IN THE
March 5th 2015
Jonathan Bellwood
@PeopleVox
Slide 4
Benefits
● Eliminated mis-picks means
100% order accuracy for
customers
● Putting items in gaps
means stock can be
scanned in and live on the
website much quicker

FILTER
March 5th 2015
Slide 5
Jonathan Bellwood
@PeopleVox
Problem:
Customers buy from
Amazon because they
trust the logistics.
As such many
eCommerce retailers
take more care with
Amazon orders to
avoid bad reviews.

FILTER
March 5th 2015
Slide 6
Jonathan Bellwood
@PeopleVox
Solution:
Focus on building trust
with your customers.
Documentation for an
easy returns process and
a promotional discount for
those that shop directly at
your website included in a
customer’s package are 2
methods.

FILTER
March 5th 2015
Slide 7
Jonathan Bellwood
@PeopleVox
Benefits
● More direct
website sales
which have a
higher gross
margins than
marketplace sales

SINGLES...
March 5th 2015
Jonathan Bellwood
@PeopleVox
Slide 8
Problem:
The majority of eCommerce orders are single item not
multi-item orders. Greater demand for prompt deliveries
leads to a need for quicker picking methods.

SINGLES...
March 5th 2015
Jonathan Bellwood
@PeopleVox
Slide 9
Solution:
Use a pick method designed for single-item orders. Simple
changes such as fanning out warehouse operators to pick for
multiple orders so that no-one walks over the same ground
twice can increase orders picked per hour per person by 50%.

SINGLES...
March 5th 2015
Jonathan Bellwood
@PeopleVox
Slide 10
Benefits:
● If you can pick quicker, you can push back the cut off
times for next day delivery.
● With an understanding of the number of orders to be
picked and staff availability, you could aim for dynamic
cut off times.

KEY TAKEAWAYS
March 5th 2015
Jonathan Bellwood
@PeopleVox
Slide 11
● Eliminate mispicks by utilising gaps to gain 100% order
accuracy
● Build trust with customers by showing-off warehouse
processes to gain more direct sales on the website
● Get orders despatched quicker by using a single item
order pick method to push back the cut off for next day
delivery

sales@peoplevox.co.uk
www.peoplevox.co.uk
@PeopleVox

Richard Goodall
Group Sales & Marketing Director
PCMS

THE EVOLUTION OF
ANN SUMMERS
We are Ann Summers.
You might think you know us…Well
you do…and you don’t. So let us take
time to clarify who we are.
For more than 45 years, we have been
a business doing pleasure.
A company run by women for
women, a virtuous circle of female
empowerment that allows women
and their partners, from all walks of life
to indulge and enrich their sex lives.
Working with us as Party Ambassadors,
thousands of women get to recognise
their business talents and shape their
working life around their families.
We were the first high street erotic
boutique. Today we are the biggest
with over 140 stores up and down the
UK, and we are solely responsible for
moving sex from the backstreets into
a safe, welcoming, female-friendly
high street environment.

We made parties sexy.
We have over 5,000 Party Ambassadors
out there bringing our customers tens of
thousands of the ultimate girl’s night in
and we are still going strong after 30 years.
Online we have an internet boutique that
welcomes the curious, the shy, the
naughty and the adventurous alike so that
they can shop with us from the privacy of
their own love nest.
The evolution of our brand has seen us
shed those outdated notions of being
seedy and tacky, challenge the
perceptions of our customers and the
general public alike, and grow to become
the biggest pleasure retailer in the UK.
Now, we want to take on
the rest of the World.

THE WORLD
ACCORDING TO
ANN SUMMERS
Sex is the reason we exist.
That is the beautiful, thrilling, liberating truth
that unites everyone at Ann Summers.
Everything we do – that diamante riding
crop, that erotic body, that rose gold
massager – is a means to an end. And that
end is always sex. Mind-blowing sex.
Our brand reflects this truth, captures our
true spirit as sexual pioneers, and gives us
a sense of purpose – as a business
doing pleasure.
This is what will allow us to claim our rightful
place as the sexiest brand in the world.
We have more than 45 years experience in
liberating and empowering our customers
in the bedroom which allows us to push
boundaries to become edgier, more
confident, witty and intelligent.

OUR MISSION
Our mission is simple and inspirational.
It recognises that we don’t think like
anyone else, and we definitely don’t
act like anyone else.
It crystallises the unique truth about
Ann Summers, inspiring us to become
the people and business we can be
most proud of.
We will inspire our customers to look
and feel sexy through innovative, fun
and daring experiences.

ANN SUMMERS - A FAMILY BUSINESS
• Owned by The Gold Group since 1971
• Party Plan launched in 1981
• First “Female Friendly” store opens in 1993
• Annsummers.com launched in 1999
• 1st TV ad ran in 2011

TRULY OMNI CHANNEL
“A BUSINESS DOING PLEASURE”
• Stores
• Parties
• ECommerce
− 142
− 5,000 Party Ambassadors
running 2,500 parties a
week
− 1.6 million visitors, 15
million page impressions
and nearly 1 million sales

PARTNERSHIPS / OTHER CHANNELS
• International Markets
– Ebay
– Amazon
• Lingerie
– Very
– Littlewoods
• Toys and Lotions
– Superdrug

OMNI CHANNEL CHANGED THE LANDSCAPE
FOR CONTACT CENTRE EXPECTATIONS

OMNI CHANNEL CHANGED THE LANDSCAPE
FOR CONTACT CENTRE EXPECTATIONS
• Consumers and PAs wanted much
longer hours
• Ann Summers wanted consistent
“Customer 1st” messaging
– Brand values
– Product knowledge
– Customer knowledge
• Wanted to drive ongoing improvements
through a “1st time fix” culture,
monitoring selling and service levels
across all sales channels

DECIDED TO OUTSOURCE
THE CONTACT CENTRE
• Long selection process
– Onshore or Offshore
– Dedicated or Shared team
– Scripted or “Educated” team
• TUPE considerations
• Had to overcome Party
Ambassador concerns
• Drive for greater flexibility
and efficiency

WANTED CONTACT CENTRE TO BE PART
OF THE OMNI CHANNEL OFFERING
• 350,000 contacts a year
(public and PAs)
– Generating over £250k of incremental sales
– 1st point of “contact” with many consumers
• Delivery and Returns management / escalations
– Key part of the Party Ambassadors eco system
• Credit control
• Order chasing
• “Hand holding”

DECIDED TO OUTSOURCE
THE CONTACT CENTRE
• Decided on
– Onshore
– Dedicated
– “Educated”
• To offer TUPE and explain it to the
staff fully
• Invite key opinion leaders to Coventry
to see the Contact Centre working
• Set aggressive targets for improvement

© 2015 The PCMS Group plc
Who are PCMS? A retail services company
• Full Outsourcing and System Hosting
– Multisite data centre locations / Disaster recovery solutions
• System and Application Monitoring
– Hardware / Software / Connectivity / Storage / Monitoring
• 1st and 2nd Level Helpdesk
– 1st level 24 x 7 x 365 days a year
• Roll Out Services
– Out of hours rollout operation
• Bureau Services
– Loss Prevention managed service and analysis
• Contact Centre Facility
– 120 seat contact centre
• Omni-Channel Software
– Head Office, Store, eCommerce, Business Objects & Loss Prevention

PCMS Contact Centre
• 120 seat capacity using scalable technology, based in Coventry UK
• Over 1m contacts per year:
– 400k inbound calls per year
– Almost 10k emails handled per year
– 620k outbound calls made per year
• c. £250m of orders handled per year, upselling on 10-14% of contacts
• Telephone Account Management using PCMS’s Contact Management System
– Culture of continuous improvement
– Focus on avoidable contact and First Call Resolution
– Multichannel support – telephone, email,
white mail, interactive chat
– Acute, sensitive customer care
– Retail-specialist telesales and customer service agents
• Excellent systems integration and networking skills
• 8am to 11pm core hours

Retail Centre of Excellence

Talk about our customer service?
Like asking a fish to describe water...

Experience
We talk about the customer experience
rather than customer service.
It guides everything we do.
It’s the ocean we swim in.

How we do
We have the highest NPS score we’ve
come across (+74).
40% of our business is repeat and
from word of mouth.

Origins
sofa.com was founded to make the sofa
purchase a pleasure rather than a chore, e.g.
• Entertaining people (online and off)
• No pressure sales, no fake discounting
• Great availability
• Deliveries at customers’ convenience
• Risk-free ordering
• And more (on top of great sofas natch)...

Alignment
Everything has been built around pleasing
the customer. Everything we do is aligned to
support this.

Sounds obvious but isn’t easy:
• Need to engineer it into every
touchpoint
• Need to have an operational
structure that supports it
• Need to have a culture that
prioritises it

Some tips
• Human contact highly valued (happy
humans)
• Integration across channels (consistency,
efficiency)
• Pre-commit (trust, reciprocity)
• Focus on final touchpoint, last impressions
(reviews). Often doesn’t happen because
you already have their money!
• Starts at the top

Stories: Olly gets on his bike

No-one said sofa shopping was light work but we are here to make the
experience as easy, relaxed and enjoyable as possible. Really nothing is
a problem for us.

But! It obviously adds cost
How can we mitigate this?

Focus
Focus what you do and what
you offer, concentrate your
overhead, dispense with what
isn’t helping you do the best for
your customers.

“Do one thing well.”
“The things that define you are not just the things
that you do, but the things you say no to. Saying
no is focus. We only make jeans. We say no to
anything else. Be narrow.
Be good.”
David Hieatt of Hiut Jeans (founder of Howies)
hiutdenim.co.uk

Can you charge more?
Better service should mean better
margins.
But this only applies to a small
number of companies: those
consistently attracting people’s
attention, getting them talking.
Earning a big premium is difficult in
today’s super-competitive world.

Investment rather than cost
Customer service as investment:
Unless you get customer experience
right your marketing is not doing what it
could for you.
At worse, you’re inviting people to have
a bad experience (then hate you, tell
their friends). Shift budget from
marketing to customer services.

A good example from
Russell Davies

http://russelldavies.typepad.com/planning/2013/10/death-to-
innovation.html

Customer service as marketing
Customer service as investment:
Customer experience nowadays is
marketing: it’s a social world, people
talk.

Brand is decreasingly something
broadcast to customers: this messaging
usually discounted.
Brand is what you do: and it’s
continually being revealed as well as
experienced.

Proof of pudding
Great customer experience will do
your marketing for you:
- 40% of sofa.com’s business is
repeat and from word of mouth
- Newspaper Club
(newspaperclub.com) grows sales
profitably at 40% pa with no
marketing budget

Summary
Creating a great customer
experience is not easy. It involves
everything you do
But it’s becoming a basic requirement
not a value added
Focus helps. Margins might improve.
Switch money from marketing.
Get it right and it pays for itself.

Conclusion
If you’re not the cheapest in your
market or selling something unique…
you’re in the service business.
Mark Price, Waitrose: “If you’re not a
discounter, you’re in the hospitality
business”
So customer experience is already the
ocean you’re swimming in...

Katy Wilson, Channel Manager
Rik Blacow, Head of Innovations
Sage Pay

Sage Pay
Revolutionising the Customer
In-store Experience
Rik Blacow
Sage Pay
5 March 2015

Payment channels are converging
87

How does it work
06 March 2015Sage presentation 88
Guardian Cloud:

Merchant and Consumer Experience
• Low cost
• Queue busting
• Premium guided shopping experience
• Cross channel – Click & Collect, F2F
acquiring rates
• Many to one relationship
• Loyalty

Integration
• Web service based
• Various technology options
• Integration with existing systems
• Transaction reporting portal
• Device agnostic

Yossi Erdman
Head of Brand & Social Media
AO.com

Ecommerce UK
Thank you for joining us tonight.
If you are not already a member of the
Ecommerce UK group on LinkedIn please
request to join to hear about our future events
@ecommerceli

Customer-centric Ecommerce event slides

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (9)

Ähnlich wie Customer-centric Ecommerce event slides

Ähnlich wie Customer-centric Ecommerce event slides (20)

Mehr von Practicology

Mehr von Practicology (20)

Customer-centric Ecommerce event slides

Hinweis der Redaktion