Brisbane Shopify Meetup - 23rd February 2017
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Slides from the 2nd Brisbane Shopify Meetup. Special guest speakers include Mike Angell (Culture Kings), Jerko Grom (Google) and Jason Bowman (Shopify Plus).
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Brisbane Shopify Meetup - 23rd February 2017
- 1. BRISBANE SHOPIFY MEETUP BRISBANE MEETUP Thursday 23rd February 2017 #ShopifyMeetup
- 3. #ShopifyMeetup WhoisAttendingthisShopifyMeetup? Over 250+ people on the guest list. 74% 22% 4% Sells Online or Offline Myself Helps Merchants Sell Online No Response
- 4. #ShopifyMeetup AbouttheHosts Reload Media is a Shopify Experts agency and Google Premier Partner, having worked with dozens of Shopify and Shopify Plus sites on all facets of their digital marketing, including Google AdWords, SEO, Pay Per Click, Social Media and more.
- 5. #ShopifyMeetup Tonight’sSpeakers Our speakers and panel for tonight are: Mike Angell Culture Kings Jerko Grom Google Jason Bowman Shopify Plus
- 6. #ShopifyMeetup Mike Angell Culture Kings
- 9. Why we use Shopify 1. It scales —> 2. Our developers can’t break it 3. Our developers are forced to create features that scale 4. The core can’t be changed meaning integrations won’t break 5. The out of the box customer experience is world class 6. We don’t need to worry 7. We can operate with less developers
- 10. How we use Shopify ERP PIM Shopify Shopify Shopify Ebay Products 1. Handles PO’s 2. Only has Basic Product Data 1. Product Data is expanded 2. New product titles 3. Product Descriptions 4. Images 5. Populates Collections 6. Populates Tags 1. Only tagging is allowed 2. Products never created
- 11. This makes the following possible
- 12. How we store Product Data in Shopify 1. We use a global meta field called JAN 2. We use this field as we can access it in the product API call 3. This allows us to sync all our products and supplement data in bulk and not hit API limits. 4. We store the data in JSON format and we have an open source liquid library to handle converting this in liquid. 5. We use this over multiple meta fields as they are difficult to sync and at our size it would take over 24 hours to sync changes vs only a minute with the single field approach.
- 13. How we use Shopify ERPOMSShopify Shopify ShopifyEbay Orders 1. Inventory Moves 2. Financial Moves 1. Address Validation 2. Label Generation 3. Order Statuses 4. Wave Picking 5. Android Scanners 6. Pack Stations 1. Only accepts the order 2. We use Shopify Fraud 3. Refunds are done in Shopify POS 1. Coming 2017 2. Provides Ship from Store
- 14. This makes the following possible
- 15. What are our pain points? 1. Shopify Scripts although extremely powerful doesn’t provide enough CPU resources to run complex best price algorithms. 2. Doesn’t currently support Tokenised payments (Saved CC) 3. Shopify Scripts can not automatically add items to cart. We do work around this with a front end implementation but creates increased customer service work when customers don’t notice that they can add the item. 4. Sections are an awesome features but need to be expanded to work on other pages than just the homepage. (Looking at page management outside of Shopify)
- 16. Thanks Mike Angell Ecommerce Director Culture Kings https://www.linkedin.com/in/michaelangell
- 18. Google Confidential and Proprietary Brisbane Shopify Meetup Jerko Grom APAC Product & Sales Activation February 2017
- 19. Proprietary & Confidential Australian Retail Ecommerce 2017 estimates $13B5.3% of total retail sales Source: Emarketer, jan 2015, Australian Retail Ecommerce Sales to Top $10 Billion in 2015
- 20. Proprietary & Confidential 90% “Of Smartphone users aren’t absolutely sure of the specific brand they want to buy when they begin shopping” Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1,291 online smartphone users 18+.
- 21. Proprietary + Confidential How many brands Did consumers consider, before their product purchase ? The Consumer Barometer Survey 2014/15
- 22. Proprietary & Confidential WIN SHOPPERS IN THE MOMENTS THAT MATTER MOST
- 23. Proprietary + Confidential Proprietary & Confidential Businesses love Google Shopping -15% +37% Lower CPCs Higher conversion rates +61 % ROI Source: Google Internal data 2015/16
- 24. Optimize & Experiment Set up for Success Proprietary & Confidential Create a Feed 01 02 03 ARE YOU READY?
- 25. Proprietary + Confidential Proprietary & Confidential Google Merchant Center 4x steps to publishing products
- 26. Proprietary + Confidential Image High quality images are key to good CTR Title Crucial attribute to match search queries Triggering, ranking & visibility Up to 150 characters allowed 70 visible in your ad Use Google Taxonomy Drill down to third level (if possible) Recommended: 800x800 pixels No watermarks or text Brand + Product + Attributes (Material, Color, Size, Weight, Quantity) Furniture > Outdoor furniture > Outdoor seating > Outdoor chairs Google Product Category
- 27. Set up for Success Proprietary & Confidential 02
- 28. Proprietary + Confidential 1x Online Store 8x Categories 100+ Products
- 29. Proprietary + Confidential Core Campaign Inventory: 100% Bid: Low Priority: Low Necklaces Campaign Inventory: 25% Bid: Mid Priority: Medium Audience: Category & Product Visitors Audience: Basket Abandoners Audience: Previous Buyers Earrings Campaign Inventory: 20% Bid: Mid Priority: Medium Best Sellers Campaign Inventory: 5% Bid: High Priority: High
- 30. Proprietary + Confidential Merchant Promotions Product Ratings
- 31. Optimize & Experiment Proprietary & Confidential 03
- 32. Proprietary + Confidential Optimize for Profit Define key metric segments Market Presence Acquisition Conversion Cost of Sale: 9%
- 33. Proprietary + Confidential Optimize for Profit Identify best selling items Cost of sale: 2%
- 34. Proprietary & Confidential What Next
- 35. Proprietary + Confidential Availability Google Shopping is truly global 2016: 23x Countries Q1 2017: 4x New Countries - NZ, SG, ZA, IE + Adding New
- 36. Proprietary + Confidential Export to New Markets with currency conversion & 2nd language Scandinavia & Belgium
- 37. #ShopifyMeetup Jason Bowman Shopify Plus
- 39. Being human in the robot future (Keeping your brand intact when the tools are doing most of the work)
- 40. Automation is good. Failing to steer the direction is not...
- 41. 377,500 Who knows what that number is?
- 42. In real life Talk about your brand. (Let's do that right now)
- 43. Storefront ● Don't let the base theme make all the decisions ○ Make the theme or design your own. ○ Customise it ○ Progressive updates ● Make the experience better for your customer. ○ Talk to customers (often) ○ Personalise, adapt
- 44. Emails are awesome ● Customise those notifications! ○ Add your own language ○ Add your own brand style ○ Personalise for the customer (Liquid!) ● Carry value and personalise where possible ● Seriously, don't spam and don't buy lists (We can talk about apps another day)
- 45. Delivery / Returns ● Your job isn't over once it has left your hands ● Add your brand style into packaging, unboxing and delivery experience. ○ This can have a remarkable impact in social sharing from customers ● Talk. Follow up, feedback & reviews
- 46. Be social on social ● Interact ○ Respond ○ Answer the hard questions ● Don't push a stream of products 24/7. That's not how people talk (and is boring). ● Push your brand and style - the things that make you unique (that's interesting)
- 47. Just be available ● Contact forms are ok (if responded to) ○ Have you considered the language and style of replies. ○ What about speed in reply? ○ What happens in/out of normal biz hours? ● Is chat, messenger, phone better? ● Don't be perceived as being hard to get a hold of
- 48. Just start somewhere Don't worry if it's not the "right" place. Try. Test. Repeat.
- 51. #ShopifyMeetup StayinTouch! To stay in the loop for future Brisbane Shopify Meetup events, you can: o Join the “Brisbane Shopify Meetup” group on Meetup.com o Follow the Reload Media twitter account @reload_media o If you registered for tonight, we’ll email you when the next one is on. Thanks for coming!