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