1. HYPER ISLAND LECTURE
The Role of Agencies in the Development Phase of
Ecommerce
2012/10/12

2. AGENDA
✓Introduction
✓The Different Agents in a Ecommerce Development Project
✓Strategic Agency
✓Tech Agency
✓Creative Agency
✓The Different Stages in the Process of Development
✓Tech Agency
✓Creative Agency
✓Case: Frank Dandy
✓Key Learnings
✓What are the Most Important Things to Include in a Pre-Study
✓The scope of the Ecommerce Project
✓Basic Feature Requirements
✓Additional Feature Requirements
✓Integrations
✓Q & A
✓Work Shop
HI LECTURE / 2012-10-12

3. BEYOND RETAIL
“We help successful brands and retail companies to
start, manage & develop ecommerce”
With a focus on E-commerce Beyond Retail offers services in three core areas:
Strategy & Project Ecommerce Recruitment &
Management Management Staffing
We are using our extensive On behalf of brands and retail Looking for new talents in the
experience within the area of companies we help manage their ecommerce sector? There is a good
ecommerce to help other companies e-commerce business. As a part - chance that you will find them in
to start & develop their ecommerce or full time assignment. our network and we can help you
business. assess their special skills.
HI LECTURE / 2012-10-12

4. HI LECTURE / 2012-10-12

5. THE DIFFERENT AGENCIES
STRATEGIC AGENCIES (e.g. Beyond Retail)
TECHNOLOGICAL AGENCIES (e.g. Tictail, Hybris, Enferno, Jetshop, Textalk, Vaimo, Starrepublic, Brightstep)
CREATIVE AGENCIES (Oakwood, Panagora, Cloud nine, Syrup)
HI LECTURE / 2012-10-12

6. STRATEGIC AGENCY
CEO Business Strategist Business Analyst
Project Manager Developers & Creatives & Designers
Technical specialist Copywriters
HI LECTURE / 2012-10-12

7. TECH-AGENCY (usually a platform provider)
CEO Sales Project Manager
(Account Manager)
Support Marketing,
Developer
(Developer) Accounting etc.
HI LECTURE / 2012-10-12

8. TYPICAL PROCESS: TECH AGENCY
STRATEGIC AGENCY
OR IN-HOUSE
CREATIVE AGENCY
TECH AGENCY
Implementation
Specification of Deployment of Benefits:
Learning Design of Testing LAUNCH
requirements the platform
Design Quicker deployment time. A more
reliable setup if the requirements on
the technological solution are more
extensive and complex.
Content Creation & Risks:
Data import That the shopping experience and
branding is lacking and ultimately
leading to a lack of sales and brand
Project Managment
image.
Training Support
HI LECTURE / 2012-10-12

9. CREATIVE AGENCY
CEO Creative Director Art Director
Designer
Project Manager Developer Marketing,
Accounting etc.
HI LECTURE / 2012-10-12

10. TYPICAL PROCESS: CREATIVE AGENCY
STRATEGIC AGENCY OR IN-HOUSE
TECH AGENCY
CREATIVE AGENCY
Design
Prototype: Implementation
Pre-Study
Ideation &
Art Direction Template Front End & Benefits:
Structure &
Look & Feel Design Development Back End More focus on the front-end and the
Conceptualization Wireframes
Development actual customer shopping experience.
Focus on a coherent brand strategy
and look.
Content Creation & Risks:
Data import May take longer and produce a less
satisfactory result if the tech and
creative firm have problems
Project Managment
communicating what is actually
possible given the technical setup.
Training Support
HI LECTURE / 2012-10-12

11. KEY LEARNINGS
✓Your scope dictates the needs and requirements from a platform. Do not choose platform first and then set the scope.
You will risk finding yourself limited by the platform and having to alter the scope (or platform).
✓Project Management is difficult
✓Developers and Creatives often speak different languages
✓Everything will take longer than you think
✓Everything will probably also be more expensive
✓Eveything will most likely also be more complex than you think at the outset.
HI LECTURE / 2012-10-12

12. Questions you need to ask yourselves BEFORE you get
started
What is the scope of your ecom project?
✓Why ecommerce?
✓Describe your primary purpose with ecommerce?
✓What position do you aim for in the marketplace?
✓Whats your vision with ecommerce?
✓What ROI do you expect?
✓Who is the customer?
✓What will you be selling?
✓How will you market yourselves?
✓How will you engage your customers?
✓How will the customers pay you?
✓What kind of support will you offer?
✓Which supporting systems will you need?
✓What will your organization look like?
Does your platform of choice support the scope that you have set for your ecommerce project?
✓Does it have all the basic features that you need today?
✓Does your platform of choice support growth and scaling up? (and the features that you may need tomorrow?)
✓Will it support building an excellent front end?
✓Will it support working intensively with sales (and marketing) ?
✓Does it have the ownership setup that suits you?
HI LECTURE / 2012-10-12

13. BASIC FEATURES LIST
Marketing & Promotions Tools
Site Management
Catalog Management
Catalog Browsing
Product Browsing
Store Search
Checkout, Payment and Shipping
Order Management
Customer Accounts
Customer Service
Analytics and Reporting
SEO
HI LECTURE / 2012-10-12

14. ADDITIONAL ECOM FEATURES LIST
Segmentation and Personalization
Mobile Commerce
Social Commerce
Multichannel
Private Sales
Gifting Options
Rewards Points and Store Credits (Loyalty Systems)
Administration Permission Roles and Policies
Subscriptions
B2B capabilities
Internationalization and multisite management
HI LECTURE / 2012-10-12

15. What supporting systems do you need and what needs to be integrated?
"Promised land of three-letter-acronyms!"
PSP (Payment Service Providers)
ERP (Enterprice Resource Planning system)
Statistics software e.g. Analytics
PIM (Product Information Management)
CMS (Content Management System)
CRM (Customer Relationship Management) + CES (Customer Engagement Services)
WMS (Warehouse Management Systems)
HI LECTURE / 2012-10-12

16. Q&A
HI LECTURE / 2012-10-12

17. WORK SHOP QUESTIONS
What agency setup would you suggest for your client?
How many hours would you budget for the development of ecommerce?
How much do you think an hour costs?
What platform would you suggest for your client? and why?
What ownership model would you suggest for your client? and why?
What do you think the platform will cost per year?
What new eCommerce capabilities would you suggest that your client add? Companies for the WS
Which integrations do you think will be the most important?
- Åhlens
- Tailorstore
- Nitty Gritty
- Fjällräven
- Cheap monday
HI LECTURE / 2012-10-12