ecommerce pre-kick-off discovery questions

Ecommerce Discovery Questionnaire

Critical requirements Prerequisites for ecommerce scoping

2

Cust

om

er

Expecta

tions • The importance

of mobility

• Options for multi-channel

• Building a multi-channel customer experience

Dis

covery

Quest

ions • Implementation

• E-Marketing

• Design

• Functionality

• Merchandising

• Technology

• Operations

INDEX

74%

81%

85%

61%

61%

Postitive post-purchase experience importantfor recommending retailer

Brand experience consistent regardless ofchannel

Seamless experience across all channels

Likely to take advantage of in-store pickup of anonline order

Negative Web or Mobile experience affectopinion of retailer

Consumer Expectations

Source: NRF 2014 – Smarter Commerce Name-Dropper Statistics

Questions Answers

Budget

1. What is the budgetary structure the project needs to live

within?

2. What are the financial goals the ecommerce operation is

expected to meet?

3. What are the budgetary constraints and restrictions the

ecommerce operation is required to live within?

Timeline

1. What are the known time constraints to the project?

2. When is launch expected? What are the potential likely

causes of delay?

3. What is the timeline for having merchandise available?

Changes and Enhancements

1. What is the defined scope committed with the client for

launch?

2. Who approves/negotiates additional expenditures for

enhancements?

ECOM DISCOVERY QUESTIONS – IMPLEMENTATION

Questions Answers

What is the marketing plan?

1. What is the marketing plan pre-launch?

2. What is the marketing plan post-launch?

3. Who will be responsible for the marketing calendar?

4. Who is the final authority in marketing decisions?

5. What is the plan to tie-in offline and e-marketing?

Is there a contact strategy and a plan for data mining?

1. Full Name

2. Mailing Address (city, state)

3. Phone

4. Email

5. DOB

6. Visit history

7. Other building activity - restaurant, merch purchase

etc..

8. Airline / Hotel - other hotel & concierge partnership

opportunities

ECOM DISCOVERY QUESTIONS - EMARKETING

Questions Answers

Paid marketing programs:

1. What is the plan for PPC?

2. What is the plan for advertising?

3. What is the plan for affiliate marketing?

4. What is the plan for email marketing?

Is there an online advertising budget to support:

1. Facebook Ads

2. Twitter Ads

3. PPC

4. Retargeting

5. Mobile - click to call, click to buy

6. Other affiliate & acquisition opportunities

ECOM DISCOVERY QUESTIONS - EMARKETING

Questions Answers

What is the current state of the website design?

1. Does the agency doing the design have ecommerce

experience?

2. What is the integration of ecommerce and content on

the site?

3. Who is currently expected to do the development of the

non-commerce website?

Mobile support for site?

1. Is the site being designed with native mobile layout?

2. If so, is the design using responsive design?

3. Does the design agency have experience with responsive

design?

ECOM DISCOVERY QUESTIONS - DESIGN

Questions Answers

Will there be a security screening process to purchase

tickets?

Will there be different packages available to select from?

Will there be memberships & special events?

Will there be a limited inventory available due to capacity?

Will tickets/reservations be available through other outlets?

1. If so will the transaction complete on this site or is

there a shared inventory?

2. If there is a shared inventory how will it be maintained?

Will there be a virtual tour?

Will there be souvenir photos and photo merchandise

available post visit?

Will there be a ‘my account’ feature?

ECOM DISCOVERY QUESTIONS - FUNCTIONALITY

Questions Answers

Can tickets/reservations be made/given as gifts?

• If yes- what are the security restrictions?

What are the social components?

1. What social properties will be set up and claimed?

2. Will there be rewards for visitors engaging?

Will there be a hashtag strategy tied into marketing

campaigns?

How will prominent will the education portion of the site

be?

• Will there be special content and interaction for teachers

& children?

Is there a non-profit component to the site, and how will

that handled? Portion of sales? Discounts?

What content will be available?

• Videos, photos, stories, press releases…?


Questions Answers

Planning your visit guidelines?

Will there be partnerships with other monuments?

Restrictions?

Parking & transportation?

Special events

Press?

App for tour info?


Questions Answers

How many products will be for sale?

1. What types?

2. What is the seasonality of merchandise?

Photography

1. Who will be responsible for photographing merchandise?

2. Will apparel merchandise be photographed flat or on

models?

3. What about product videos?

Translations

1. What languages should the site support?

2. Who will be responsible for translating product content?

3. Who will be responsible for translating non-product

content?

Promotions

1. What are the promotions and/or discounts the site should

support?

2. What tie-in campaign capability to offline marketing

efforts is currently planned?

ECOM DISCOVERY QUESTIONS - MERCHANDISING

Questions Answers

What third-party Integrations are expected to support

website functionality?

Email marketing solution?

• Is there a preferred provider?

Credit card gateway and processor preference?

Is there a Customer Relationship Management system to

integrate data into?

Live chat functionality?

• Is there a preferred provider?

Are there loyalty or gift card program plans?

• Is there a provider planned?

Ratings & Reviews?

Zoom and enhanced imaging?

• Product video?

ECOM DISCOVERY QUESTIONS - TECHNOLOGY

Questions Answers

Back-office

1. What is the back-end financial management system?

2. Is there an existing system of record identified for

product information? (ERP?)

Customer Service

1. What is the plan for a call center?

2. How big/how many agents?

3. Is there an Order Management system defined?

Logistics

1. Where will ecommerce merchandise be shipped from?

2. Who will be responsible for warehouse management?

3. What is the system used in the warehouse to manage

distribution and logistics?

4. Is merchandise purchased from the store returnable or

exchangeable online?

ECOM DISCOVERY QUESTIONS – TECH & OPS

The Process

Plan Implement

Design

MerchandiseTechnology

Business

Marketing

StakeholdersTechnology

Develop

Define1. Review answers

2. Enlist other

stakeholders

3. Clarify objectives

1. Identify milestones

2. Contract all required

participants

3. Finalize scope

1. Design

2. Development

3. Testing

4. Launch

Do something worth talking about

Alora Chistiakoff

Managing Partner

[email protected]

ExperienceFirm.com

@alora