The-8-most-exciting-advances-in-ecommerce-2015.pdf

The 8most exciting
advances in ecommerce 2015
www.redtechnology.com | 01865 880 800 | info@redtechnology.com
Are you focusing on the right areas to boost ecommerce sales this year? In this special feature we highlight
the ecommerce advances that have worked the best and excited us the most in 2015 so far.

Subscription models
1 Repeat sales online without additional
effort and marketing spend. Easy ROI.
Product subscriptions are convenient and exciting
for the customer. They are also great for
businesses to build long term relationships, plan
stock carefully, reduce wastage and create regular
touchpoints to reinforce key brand and marketing
messages.
The exciting challenge with this model is to keep
users engaged and make the most of the
opportunity to up-sell and cross-sell with every
subscribed interaction with the customer.
Leading retailers, like Hotel Chocolat, find ways to do this by delivering a regular
product variant (Tasting Club box of chocolates), that is different every time but within
the confines of customer preferences (eg. no Dark chocs).
Graze went from zero to 80,000 boxes sold in the first six months.* Can you afford to miss out on subscription sales?

Advanced personalisation.
2 Boost conversions by creating a truly
customised user journey.
As technology improves and more data is available
to understand customer preferences and activity,
this allows considered segmentation and
subsequent personalisation to become a reality
and an expectation of savvy consumers in 2015.
From personalisation in the form of simple geo-
recognition and delivery of relevant localised
content, to complex site metrics that allow
customer behaviour to define the user experience.
These tactics mean that users will start to expect a
tailored experience wherever they go.
Deliver content to your users based on who they are, where they are, what they have in their basket, what
keyword they searched for, purchase history, etc. There are many parameters from which to achieve
effective personalisation.
“Hi John…”
Your local retailer is...
“You
Might
Like
these”
“We saw that you put
this in your basket.
There’s a special offer
on the accessories if
you’re interested”
93% of companies report uplift in conversions when implementing website personalisation.*

Fantastic fulfilment.
3 Exceed customer expectations with
fast and convenient delivery options.
The demand to deliver a consistent online and
offline customer experience means that 2015 is
sure to continue with the popularity of innovative
cross-channel fulfilment mechanisms.
 Click & Collect/Click & Reserve
 Collect Plus
 Same-day Rapid Fulfilment
 Split deliveries in a single order
No longer will it be appropriate to deliver in 3-5
days if the leaders, like our client Hotel Chocolat,
can have chocolate in front of you in a few hours.
45% of UK online consumers used Click & Collect for Christmas shopping in 2014.*

B2B ecommerce innovation.
4 The number of B2B businesses trading
online is rising fast.
More traditional manufacturers, distributors and
wholesalers than ever are offering online
purchasing to their B2B customers. With this
demand comes the innovation to offer a full suite of
B2B functions in ecommerce sites.
Multiple pricelists to deliver account-specific
pricing to users, master and sub accounts to
allow larger customers with multiple ordering
locations to be tracked together, payment on
account, pay invoices online, and more.
It has become a great way to stand out against the competition. For businesses, it can even
tip the balance in winning new accounts if customers can order online.
Global B2B sales online will reach $6.7 trillion by 2020.* Don’t fall behind the inevitable trend.

CRO through creative promotions.
5 28% of consumers spend more! 25%
make purchases they would otherwise
not have made!*
Replicating the multi-offer experience in high street
stores, online retailers should be creative and
promote a full range of offers online tailored to
customer preferences and constantly changing to
maintain excitement.
It is more important now than ever to connect up
the experience in-store and online. Here are a few
ideas; Buy X get a free gift, Multi-buy discounted
unit price, Buy X get X free, Spend £X get free
delivery, And many more
A recent survey showed 60% of shoppers would change behaviour because of a promotion.*

Commercialisation of content.
6 It costs to create it so make sure your
precious rich content converts sales.
Whether it is a blog post, white paper, product
guide, image gallery, product video or whatever
you upload to excite your users, this year we can
see retailers making sure it converts by using
carefully-placed merchandising zones to promote
products related to the content subject.
To take it a step further add in advanced
personalisation so products shown relate to the
user’s actions on the site (terms searched, items in
basket, etc) and consider the user profile, their
preferences and buying history.
50% of consumers say good content has a positive impact on purchase decisions.*

Customer content creation.
7 If content is king then the content
creators are gods.
We all know the resource challenge and cost for
businesses to continually create rich content for the
site, pleasing users and Google alike.
Savvy marketers are realising that the users
themselves can become the content creators by
ensuring on-site interactions are prominently
promoted and supported with user product/
content reviews, blog post comments, forum
discussions and product Q&A.
Carefully moderated this can add a huge volume
of fresh content on an on-going basis for free.
18-36 year olds say user-generated content is 20% more influential on their purchase decisions than other media.*

Creating ‘pain of disconnect’.
8 Influence users to be loyal with an
engaging community experience.
We have seen companies like Naked Wines and
our own client, Winsor & Newton, take on the
challenge to convince users to return by allowing
them to build a profile, follow other users, like
and share content (i.e. a mini Facebook).
This keeps interactions within the site rather than
constantly referring to external sites such as the
social networks.
On-site social commerce can drive sales by
building repeat visits and user engagement. It also
allows you to capture data (that would otherwise be a mystery to you) ready to be used in
segmentation and personalisation at a later date.
Consumers are no longer brand loyal, but they may be loyal to the engagement experience that a particular brand offers.*

Here’s a sample of our client list:
Red Technology is a leading ecommerce solution provider, combining ecommerce agency services and
authoring a sophisticated ecommerce platform. We design and build responsive, multichannel ecommerce
solutions for mid to large sized British businesses leveraging our ecommerce platform, tradeit.
The tradeit ecommerce platform provides our customers with tremendous competitive advantage
due to its combination of powerful promotions engine, flexible content management system,
comprehensive order management system and multichannel integration capabilities.
Call us
+44 (0)1865 880 800
Email us
info@redtechnology.com
Visit us online
www.redtechnology.com
*Sources:
Centre for Retail Research - http://www.retailresearch.org/onlineretailing.php
Office for National Statistics - http://www.ons.gov.uk/ons/rel/rsi/retail-sales/january-2015/stb-rsi-january-2015.html
Internet Retailer - https://www.internetretailer.com/2015/02/05/global-b2b-online-sales-are-projected-grow-67-trillion
IMRG - http://www.imrg.org/60-of-adults-change-shopping-habits-due-to-promotions
Content Marketing Association - http://www.the-cma.com/about-us/why-customer-publishing
SmartBlog on Social Meida - http://smartblogs.com/social-media/2014/04/11/5-surprising-stats-about-user-generated-content
Nielsen Insights - http://www.nielsen.com/us/en/insights/news/2009/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most.html
Forbes - http://www.forbes.com/sites/glennllopis/2014/12/10/consumers-are-no-longer-brand-loyal

The-8-most-exciting-advances-in-ecommerce-2015.pdf

Recommandé

Recommandé

Contenu connexe

En vedette

En vedette (20)

The-8-most-exciting-advances-in-ecommerce-2015.pdf