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Present นี้เป็น 1 ใน 12 Course ที่ผมสอนเมื่อปีที่แล้ว(2556) มีการปรับนิดหน่อย ว่าด้วยเรื่อง eCommerce, รูปแบบต่างๆของ eCommerce,การปรับใช้รูปแบบ eCommerce กับธุรกิจของเราเอง การทำ ecommerce ให้สำเร็จ และ Case Studies อ่านจะมีเนื่อหาเก่าบ้างตามสมัย
สำหรับเนื้อหาการสอน 12 ครั้ง มีตั้งแต่การเรื่องการวางแผนงานดิจิทัล e-commerce จนถึงการนำไปใช้และวัดผล อาจไม่ครบถ้วนเนื่องจากในการสอนมีการบรรยายนอกเหนือสไลด์ด้วย
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This presentation was my 2nd Class (1 of 12 my courses) for every companies that I was both a consultant and in-house lecturer last year(2013). It was used for the last company that I taught last year. It might be updated due to its time. The content included eCommerce, types of ecommerce, How to be success in eCommerce, and case studies.
1. 1
By Somkiat Lilitprapun(Kroo BOY)
2013 Digital Marfketing Course
Day 2 – e-Commerce (25/09/2013)
This photo was taken from ICC
(Last Customer in 2013)
2. E-Commerce ??
Buying & Selling of product or service
over electronic systems
such as the Internet and other computer networks
“ก
F
ก F internet
F
F”
3. e-Commerce Models
E-Classified
E-Catalog
Online Shopping
MARKET PLACE
Auction
Daily Deals
Flash Sales
Subscription
Collaborative Commerce
Next Generation Market Place
Social Bookmarking
Mobile Commerce
Reference : http://www.slideshare.net/AnnaPietka/e-commerce-new-business-models-14291829
25. 10 Differences bet Daily Deal & Flash Sales
25
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Openness: Daily Deal is open for all; Flash Sales is by invite-only
Geography: Daily Deal is local; Flash Sales is national
Type of Product: Daily Deal is virtual voucher; Flash Sales is physical product
Hold of Inventory: Daily Deal hold No inventory; Flash Sales does
Cash Flow: Daily Deal receives cash up front, then pay out over 90 days; Flash
Sales pay out cash for products, then earn back when the products are sold
'Instantly' Consumable: Yes for Daily Deal; No for Flash Sales
Scarcity: Time-based for Daily Deal; Quantity-based for Flash Sales
Suppliers: Small merchants for Daily Deals; Large brands for Flash Sales
Value Proposition to Supplier: Get new customers for Daily Deal; Sell post-peak
inventory for Flash Sales
Brands: Relatively unknown for Daily Deal; Exclusive brand names for Flash Sales
85. Pre-Sales : stimulus&ZMOT
Target ˈ
Branding F
/
Product Search & Selection –
> F ก
กF
Inventory –
F
ก
ก
On our Warehouses > F
On supplier Warehouse
>
F F supplier F F ก F (Drop Shipment)
>
F F supplier F F
F
F F ก F
Customer Process Preparation -
ก
ก
ก
ก
86. Pre-Sales
Payment
> Bank Tranfer
> 7-11 Counter Service
> Smart Card/purse
> Credit Card
> Paysbuy
> Paypal
> COD (Cash on Delivery)
> Credit F ก Credit
> F Shop
> F Shop
Shop
89. Pre-Sales
Website Design
> Home Page – FOCUS
F ก
> Product Detail – LONG Page Info + Recommendation + wishlist + customer
review
> Shop with ease > F ก 10 F
F F detail
> F Detail
ก
F
ก SEO
Detail
ก กF ˆ
F ก F /ก
F /
ˈ F
Language ?? ก
Log in F FB TWT
....
Share Button
Product Detail
97. Pre-Sale
Back-End System
Update Content System : Product F
Grouping/Category F
Order notification
Customer Database F
F
ก
ก
F ก
F
Order Status
Reporting System
Sales Report by day , by customer , by products, delivery method, order status
Product Report by sales , Moving
Summary Sales, Product,Customer Report
Google Analytics
Monitoring Tool
98. Pre-Sale Promotion
Daily Weekly Email
Facebook Ads
Facebook Pre-Order
Facebook Commerce
> PAGE
> Bento f-Commerce
Co Partner
F Daily Deal Websites
ʽ F
Brand Awareness F tarad.com, weloveshoppings
99. Pre-Sale Promotion
Event
F
Offline
PAY and Pick Event
eMail
Existing Member
SEO
PPC + LANDING Page Campaign
Display and Video Advertising
Facebook Page & Ads
Twitter
Other Social Media eg. Instagram
Affliate Program
Contests
F
F
F
ก ก Fก F
F
ก F
debit card
10%
109. First MOT - On Site Sale
ก F F F F
F
F ก
ก F F Promotion F
>
กก F 5000 F
>
Star Buck
order
xxxx
ก
F
Site
Upsell – 1
ก1
Crosselling –
F
Top 5 Product
Top 5 Product
F Category
110. First MOT - On Site Sale
ก
ก
Point Reward
1000
( F
)
ก xxx
per order
F . . (Happy Hour)
F Offer F - F F
ก ก F ก
111. Success Factors
Clear Brand Positioning/value proposition
Creditability
Price Competitive
Quality Competitive
Beyond Expectation Service
Pre : eg website itself, matched products etc
During : easy to use
After : exact time delivery, good call center
114. 10 Reasons why not buying?
1 – 56% F F
F
(Unexpected Costs)
ก
2 – 37%
F ก F ʽ
F ก
F F
3 – 36%
F
F
4 – 32%
5 – 26%
F ก
F
ก
F
F
F
F F
(Just Browsing)
F
F F
ก F (Found a better price elsewhere)
F
ก (Overall Price expensive)
115. 10 Reasons why not buying?
F
6 – 25%
F
กF
F
F
กก
F
ก ก
F
7 – 24%
F ก Error
ก ก
ก F
(Website crashed)
(
8 – 21%
ก
ก ก (Process was taking too long)
9 – 18%
ก F
F กก ก F
F
10 – 17%
ก F
F F
(Concerns about
payment security)
Source : WorldPay Global research project exploring consumer attitudes towards online shopping
116. Other Reason “not buy”
116
They want it now – ก F
!
Your website sucks on their device –
They don’t trust your site –
F
You don’t sell what they want – F
Your customer service is lousy – ก
Source : brw.com
F
F ก
F F F
117. SMOT – ONLINE CRM
Create “Customer Loyalty” and “Advocate”
LATER
118. Tony Hsieh
Founded 1999
Reason to Found
“ Footwear in the US is
a 40 billion dollar
market and 5% of that
is already being sold
by paper mail order
catalogs ”
119. Success of Zappos
1999 – shoesite.com – Minimal Revenue
Late 1999 – Shoesite.com >> zappos.com (zappatos)
2000 – Rev 1.6 million US dollar (
67 F
– currency rate
2000 – 42bht/$)
2008 – Rev 1 Billion US Dollar (34,000 F
– currency rate 2000
– 32bht/$)
2009 – Amazon Zappos
Business Model : Loyalty Model & Relationship Marketing
Promote via “WOM”
120. 10 Value to success of Zappos
Deliver WOW Through Service ( F Service WOW)
F ก F
Embrace and Drive Change (
F ก
Create Fun and A Little Weirdness ( F
)
ก
ก F )
Be Adventurous, Creative, and Open-Minded ( ʽ
Pursue Growth and Learning( F
Fก ก
F F
ก F)
F
)
F ก
Build Open and Honest Relationships With Communication(ก
ʽ กF
Fก )
Build a Positive Team and Family Spirit ( F
F F
Do More With Less (
F F
Be Passionate and Determined ( F
Be Humble ( F
F
F
F
)
F
กก
)
)
F
ก
)