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Matthew Jefferies, Head of Digital @ Miele
Building an e-commerce strategy from the ground
up
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Stakeholder Engagement
• Set the vision – be the champion
• Establish the objectives• Complete a strict RACI• Choose the right team &
suppliers• Constantly evaluate
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Review the Digital Ecosystem
• Reduce and Consolidate• Optimise digital customer
touchpoints• Implement the new• Competitor analysis• Constantly evaluate
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Optimise Digital Marketing Channels
• Demonstrate ROI & Re-invest• Always use ROAS models• Love the data and use it to your
advantage• Eat humble pie
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Focus on User Journeys
• What is the current customer experience?
• Consistency of brand experience is crucial
• You are probably not the user
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Be Agile• Adopt an Agile methodology• Constant and iterative change• Speed to market is your goal
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Be Agile
Stakeholder Engagement
Focus on User Journeys
Optimise Digital Marketing Channels
Review the Digital Ecosystem
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Thank you!“Someday you will be a unicorn!”
Matthew Jefferies https://au.linkedin.com/in/matthew-jefferies-3329742
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