the three pillars of ecommerce: metrics, fulfilment and customer service
Post on 21-Oct-2014
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What do leading online retailers do differently? They focus on customer service, fulfilment, and constantly evaluate the core metrics of their business. Recently at our eCommerce Toronto Meetup, Rob Brown, Director of IT at Well.ca reviewed the "3 Pillars of eCommerce" by leading a discussion about the fundamental principles that all eCommerce providers rely on. Whether you're a seasoned national retailer or a small business that is working toward your first sale, we will extend these fundamentals by discovering how the most successful online retailers use Customer Service, Fulfilment and Metrics to excel. We reviewed the technology that can facilitate these pillars, discussed operational processes, and uncovered what the most innovative eCommerce companies in North America are doing to ensure their success.TRANSCRIPT
METRICS FULFILMENT
CUSTOMER SERVICETHE THREE PILLARS OF ECOMMERCE
This presentation and information about how to contact Rob is available by visiting:
Rob Brown
ROBISIT.COM
ABOUT ROB BROWN
Rob runs technology for Well.ca, one of Canada's largest andfastest growing independent eCommerce retailers.
Rob spends his days and nights thinking about why people buythings online and works very hard to foster a positiveexperience for every single customer.
Rob believes in building sustainable processes and scalablevalue.
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ROB'S FAVOURITE KEY PERFORMANCE INDICATORS
There are 3 types of data:Key Performance Indicators, Leading Indicators, Nice to Know.
These are the basic KPI's that every eCommerce retailer,regardless of vertical, should be tracking.
SKU VELOCITYA leaderboard of individual product sales.
Denoted +/- last period.
CONTENT VELOCITYSimilar to SKU velocity, a leaderboard of positive or negative
changes to your content as measured by Search Engine ResultPosition
SALES DATAMarginConversion RateCart AbandonmentNet Sales
MARKETING DATAOverall Site Traffic, Traffic Per Source, Number of New
Customers, Net Cost of Acquisition, Audience Per Source (FB,Pinterest, EMail, etc)
COST OF ACQUISITIONCost Per Lead = Marketing Costs
Touch Cost = Marketing Staff
(Cost Per Lead + Touch Cost) * Conversion Rate
Evaluate the Cost of Acquisition against Lifetime Value ofCustomer.
MORE INFORMATIONShopify eCommerce University
MORE INFORMATIONGekoboard
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CUSTOMER SERVICE
TAKE CARE OF YOUR EXISTING CUSTOMERSBEFORE ACQUIRING NEW CUSTOMERS.
BUILD YOUR BRAND AROUND CUSTOMEREXPECTATION.
REWARD DIRECT REFERRALS IN UNIQUE,PERSONAL WAYS
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ORDER FULFILMENT
THE FOUR STAGES OF ECOMMERCEFULFILMENT:
RECEIVE, GATHER, PACK, SHIP
THERE IS A GAP IN ECOMMERCE FULFILMENTSOFTWARE OFFERINGS.
BUILD PROCESSES, MEASURE RESULTS,ADJUST PROCESSES.
EVEN EARLY ON, CREATE A TRAININGPROGRAM AND DON'T BE AFRAID TO HIRE.
CAREFULLY EVALUATE THE COST ANDEFFECTIVENESS OF SHIPPING MATERIALS.
SHIPPING CARRIERS ARE TRULY PARTNERS.DEVELOP RELATIONSHIPS WITH THEM.
DON'T FORGET ABOUT SMALL CARRIERS.