Matthew Jefferies, Head of Digital @ Miele

Building an e-commerce strategy from the ground

up

Stakeholder Engagement

• Set the vision – be the champion

• Establish the objectives• Complete a strict RACI• Choose the right team &

suppliers• Constantly evaluate

Review the Digital Ecosystem

• Reduce and Consolidate• Optimise digital customer

touchpoints• Implement the new• Competitor analysis• Constantly evaluate

Optimise Digital Marketing Channels

• Demonstrate ROI & Re-invest• Always use ROAS models• Love the data and use it to your

advantage• Eat humble pie

Focus on User Journeys

• What is the current customer experience?

• Consistency of brand experience is crucial

• You are probably not the user

Be Agile• Adopt an Agile methodology• Constant and iterative change• Speed to market is your goal

Be Agile

Stakeholder Engagement

Focus on User Journeys

Optimise Digital Marketing Channels

Review the Digital Ecosystem

Thank you!“Someday you will be a unicorn!”

Matthew Jefferies https://au.linkedin.com/in/matthew-jefferies-3329742