Ciaran Crean is the Chief Executive Officer and Co-founder of award winning automotive parts and accessories website MicksGarage.com.

1. eCommerce Strategy: through the P&L

2. EUROPE’S LARGEST
DEDICATED ONLINE AUTOMOTIVE
PARTS CATALOGUE

3. MicksGarage.com

4. MICKSGARAGE ACROSS EUROPE
DUBLIN, IRELAND
HEADQUARTERS
GOLDTHORPE, UK
DISTRIBUTION CENTRE
KRAKOW, POLAND
DISTRIBUTION CENTRE

5. Key Pillars of Trading Online
CONVERSION RATE ORDERS AOV MARGIN

6. eCommerce Strategy: through the P&L

7. Sales
Gross Revenue
• Promotions
• Returns
• Cancellations / Fraud
=> Net Turnover

8. Product
Materials
• Procurement Strategy : Buy Right Sell Right
• ‘Closest to Production line’
• Own Brand / Private Label
• Tiered Product Strategy
=> Tier 1 : Product Margin

9. Shipping
Shipping / Logistics
• Customer Proposition: Choices
• Product / AOV / Margin / Service Levels
• FREE Shipping (current Trends)
• Standard vs Priority
• Click & Collect
• Know the unit cost / % vs Revenue – constant review
=> Tier 2 : Gross Margin

10. Customer Acquisition
Marketing
• ATL / BTL
• Competition
• Strategy
• Markets
• Customer
=> Tier 3 : OpEx Margin

11. Resourcing
Resourcing
• Key Functions
• Linear Scaling: Customer Service / Warehousing
• Internal / Outsource
• Dedicated Team – Omni channel

12. Branding / Awareness
Marketing BTL
• Beyond Clicks
• ‘Stickyness’
• Online proposition fit for Offline
• Message & Communication

13. Platform
IT
• Platform Choice
• Maintenance
• Key Pillar
• Internal Capability
• Investment
• Alignment against existing infrastructure

14. Payments
Payments
• Choices
• Must Haves (PayPal …)
• PCI Compliance
• Constant Monitor & review
• Build expertise
• 3D Secure

15. Financial KPIs

16. eCommerce @ Scale
Key Takeaways
• Strategy / Plan / Budget
• Customer Proposition
• Product
• Platform
• Resourcing
• Competitive Landscape
• What does scale look like?
• KPI (Commercial / Financial)
• P&L Financial Management
ciaran@micksgarage.com

17. ciaran@micksgarage.com