class 02 e-commerce and success factors
TRANSCRIPT
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Day 2 – e-Commerce (25/09/2013) By Somkiat Lilitprapun(Kroo BOY)2013 Digital Marfketing Course
This photo was taken from ICC(Last Customer in 2013)
E-Commerce ??
Buying & Selling of product or service
over electronic systems over electronic systems
such as the Internet and other computer networks“ก���������� ��������ก������ internet ���� � ������ ����������”
e-Commerce Models
� E-Classified
� E-Catalog
� Online Shopping
� MARKET PLACE
� Auction � 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
E-Classified4
� ������� �������!��������� ���"#�"��ก�$ ���% ��&������
� ����! : �� ��'(�'!� ����! : �� ��'(�'!� ����! : ���� �������ก�� ��
�����
E-Classified5
E-Catalog6
� ���!����)*�������
� (+���������)���'����+�
����! : ���� ��,���ก� ����! : ���� ��,���ก
� ����! : �(���ก�ก��������-�'!+�.ก ������ก������ - �-��(��
E-Catalog
Online Shopping
� �"#�'!+�������
� (+�����������&��������/������� ��+�����digital '(�'!'(�'!
� ���'!+�!����)*�������0��(�
� ���'!+�!������������ก��1(���
� ����/�)������ ���� 1����"��ก��������(2�� ��
Online Shopping
“BUY”
Online Shopping10
“ Check Out and Out and Pay ”
Online Shopping11
e-Market Place
� Online Shopping Plaza
� �1�������&��"3� Platform 0���"3����������
� ���0�4��1�������&����!�� ��+����� ��
12
� ���0�4��1�������&����!�� ��+����� ��*���(��"3�������0����!����
� ����! : �"3� ��'(�'!��!��( ���)�ก� ����! : � ��+���������1�������&���11�
����!���*���(���� ��� ������/ customize ��
e-Market Place13
Online Auction14
� ����-�����ก��"���.�
� ก���������ก���5�����+����,�"���.������ �'!+.�,�����'!+��� �������.ก ����01�� �'!+.�,�����'!+��� �������.ก ����01
� ����! : �*��� �� "�� ���� ���0�4���������+
� ����! : ,-6������� ����1 ���!
Online Auction15
Kiddingme.com
Daily Deal(Horizontal Deal)
� ���� �� ���� ���ก��0��� �/.ก ���1*�ก(�����
� ��1*�ก(�1*����� ��1*�ก(�1*����
� �(ก�� �/.กก����� �����
Daily Deal17
Ensogo.com
Daily Deal18
yesijoin.com
Daily Deal - ����!�19
Flash Sales
� Time-Limited Branded Goods/Service (��0��������1*�ก(��������1*����1*�ก(�)
� ���� ���!������� ���+������7�ก� �.ก �������� ������ ���.������ ����� "�"#��� �� ����0���ก��ก����������� �������
� ����0���ก��ก����������� 1*����1*�ก(�
Flash Sales Sites
Flash Sales
Flash Sales23
Flash Sales24
10 Differences bet Daily Deal & Flash Sales
1. Openness: Daily Deal is open for all; Flash Sales is by invite-only
2. Geography: Daily Deal is local; Flash Sales is national
3. Type of Product: Daily Deal is virtual voucher; Flash Sales is physical product
4. Hold of Inventory: Daily Deal hold No inventory; Flash Sales does
25
5. 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
6. 'Instantly' Consumable: Yes for Daily Deal; No for Flash Sales
7. Scarcity: Time-based for Daily Deal; Quantity-based for Flash Sales
8. Suppliers: Small merchants for Daily Deals; Large brands for Flash Sales
9. Value Proposition to Supplier: Get new customers for Daily Deal; Sell post-peak inventory for Flash Sales
10. Brands: Relatively unknown for Daily Deal; Exclusive brand names for Flash Sales
Flash Sales26
Subscription
� �( ���)�ก�"#�������� "8 ("�������� ���� ��
���� ��0������+�'����� ���� ��0������+�'����
Subscription
Subscription
Subscription30
www.shoedazzle.com
Subscription31
Subscription32
Subscription
Subcription34
Subcription35
Subcription36
Subcription37
Subcription38
Subcription39
Subcription40
Subcription41
Subcription42
Subcription43
Subcription44
Subscription45
Social Bookmarking
� 0�� User ���� "�ก&��." 0���&� ������� Collection ����(���� ���� Shop 6���(�
����! :����! :
� )��0�ก��$5ก9� Consumer Behavior & Interests
Social Bookmarking
Collaborative eCommerce
� ��&�0�����ก���)�����)(+� ����ก���)�ก (membership-basedSharing Items)
� �������"#��� �(�� ���� ������� :�:� �������"#��� �(�� ���� ������� :�:
Collaborative eCOmmerce
Next Generation Marketplace
� �"#� �ก���1(� .� ������� �����ก��������� �����
� ��� Social � ��� Social Networking
Next Generation Market
Next Generation Market
Mobile Commerce
� ���� �� ���� ���ก�� ���� Mobile �)�� Smart Phone ,Tablet
�Mobil Catalog
�Mobile Shopping�Mobile Shopping
� etc
Mobile Commerce
Mobile Catalog55
� ���!����)*�������� (+���������)���'����+�
� ����! : �( ��"3����� ��'(�'!� ����! : �( ��"3����� ��'(�'!� ����! : �(���ก�ก�������
�-�'!+�.ก ������ก������ - �-��(��
Mobile Catalog56
Mobile Catalog57
Mobile Shopping58
E-Commerce Models
OneKingsLane.com
Groupon
Ideeli.com
Shoedazzle
Lelepets.com
Lelepets.com
Dealwagger.com
Dealwagger
Model Selection
INCREASE ROI IN E-COMMERCEINCREASE ROI IN E-COMMERCE
Consumer Decision process
E-Commerce Value Chain
Zero Moment of Truth(on phone)
“ ก�����ก������� �� �����+��(�����0���&� ������+��(�����ก��'*�
0���.ก ���5ก/5��� ��0���.ก ���5ก/5��� ��
��� �� ��1�����(��.ก ��)*�������”
Stimulus
ZMOT
FMOT
POST PURCHASE
Video : ZMOT trailer
http://www.youtube.com/watch?v=UmM9qfzfzhw
Video : ZMOT trailer78
ZMOT Explanation
http://www.youtube.com/watch?v=g40rrWBx2ok
ZMOT in automotive
http://www.youtube.com/watch?v=IIFBwIAdpu4
ZMOT in automotive
http://www.youtube.com/watch?v=IIFBwIAdpu4
Heat Study
More about ZMOT
� http://www.zeromomentoftruth.com/assets/files/ZMOT_Handbook.pdf
� http://www.zeromomentoftruth.com/� http://www.zeromomentoftruth.com/
Major Process of Business
- Pre-Sale
- Selling
Post-Selling- Post-Selling
Pre-Sales : stimulus&ZMOT
� Target �"#�0 �
� Branding ����)(� - �!���,���� � ��/;(� �������� ,-
� Product Search & Selection – ������������ก���> �����ก�� ���+� 1(�ก�,7"����� � ���� ,-6��> �����ก�� ���+� 1(�ก�,7"����� � ���� ,-6��
� Inventory – ��<!�ก&����� On our Warehouses > �����
� On supplier Warehouse> ��������� 0�� supplier ��0���.ก ��(Drop Shipment)> ��������� 0�� supplier ��0��������������0���.ก ��
� Customer Process Preparation - �(�����ก��(+�����1�/5�ก�����ก����(�ก����
Pre-Sales
� ���� Payment> Bank Tranfer> 7-11 Counter Service> Smart Card/purse> Credit Card> Credit Card> Paysbuy> Paypal> COD (Cash on Delivery)> ���� Credit �����(ก Credit '!+��(�> 1��'!+ Shop> 1��'!+ Shop �(�'!+ Shop
Pre-Sales
� ���� Fullfillment> COD by company messenger> COD by delivery Agent/Companies> COD by delivery Agent/Companies> Pay and Pick> Post Office
Pre-Sales
� Before and After Sell Service Policy
> ����1(����� ��6�0� 1 �(�> Return Policy> Return Policy> ��� *�/���.ก ������Prospects 6�0� .... )� > :�:
Pre-Sales� Website Design
> Home Page – FOCUS 0�1,�'!+����ก���*����> Product Detail – LONG Page Info + Recommendation + wishlist + customer review> Shop with ease > �� ���ก�� 10 ���� �(�����.���� detail 1�)*�������> ����� Detail ����ก������!���� *��)�4)��0�� �� ��� ��������(ก SEO> ����� Detail ����ก������!���� *��)�4)��0�� �� ��� ��������(ก SEO
� Detail ���+�� ก���ก� �"?4��0���.ก �� / ก��1(��� / ���� ����"#�����(�
� Language ?? ก!+6�9�
� Log in ��� FB TWT ���� ....
� Share Button *���(� Product Detail
Example – Step 1
Example – Step 2
Example – Step 3
Example – Step 4
Example – Step 5
Website Design
http://ecommercegallery.com/
Website Design
Pre-Sale
� Back-End System� Update Content System : Product ����1(� Grouping/Category ��
� Order notification ���+��! *�(+�����
Customer Database �����! �� �������ก�����1�ก)�+�'!+�.�0�ก��1(���� Customer Database �����! �� �������ก�����1�ก)�+�'!+�.�0�ก��1(���
� 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 ��+�%
Pre-Sale Promotion� Daily Weekly Email
� Facebook Ads
� Facebook Pre-Order
� Facebook Commerce� Facebook Commerce> PAGE> Bento f-Commerce
� Co Partner� ������ Daily Deal Websites
� �"3��������+����+����+� Brand Awareness �)�� tarad.com, weloveshoppings
Pre-Sale Promotion� 1(� Event ��� Offline 0� ����
� PAY and Pick Event
� eMail /5� Existing Member
� SEO
� PPC + LANDING Page Campaign
� Display and Video Advertising
� Facebook Page & Ads
� Other Social Media eg. Instagram
� ���!� Affliate Program
� Contests
� ������������ ������ ��������ก����ก���ก������� ��� ��ก�������� debit card �������10% "�"
��ก�����(� ��
Daily Email
Bento
Lnwshop103
Amazon Associate
����*� Open Source
� Magento (www.magentocommmerce.com )
� Joomla Commerce ( http://extensions.joomla.org/extensions/e-commerce )http://extensions.joomla.org/extensions/e-commerce )
� oSCommerce
� Virtuemart (Extension ��� Joomla -http://extensions.joomla.org/extensions/e-commerce/shopping-cart/129 )
� Shoptify
Magento – Paul Smith
Joomla Commerce
Shoptify
First MOT - On Site Sale
� ก���,��0���.�0��������% ��� 6�� �% ����1�ก ���+�� ก���,����� Promotion �)��> ������กก��� 5000 ��B�!> �(� ."�� Star Buck ���+� order ��� xxxx ��'> �(� ."�� Star Buck ���+� order ��� xxxx ��'
� ก�,'<��� ���!�'(�� Site� Upsell – ���� 1 )��� ����*����+��!ก 1 )���� Crosselling – ����),�)(��0� �� ����������+�� Top 5 Product ���� Top 5 Product 0������ Category
First MOT - On Site Sale
� �� ���� Point Reward
� �1กB�! 1000 ��' (�����)
�1กB�!���+������(���+*�� �1กB�!���+������(���+*�
� �� ���!� ��'(�� ��� ).�. �!� (Happy Hour)
� �!ก xxx ��' ,-1� �� Offer ������ - 0)� �����!��ก��ก����ก�����+��� per order
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
��ก�����(� ��
��ก�����(� ��
10 Reasons why not buying?
� �(��(� 1 – 56% �������������,'!+��� �� �'!+��&� ������ ��0)��� �'!+ �� ���� ����(� �� (Unexpected Costs) �5+���ก'!+,�1�ก���,��'!+ ������'(�����
� �(��(� 2 – 37% ����,'!+ ������ก&� ��"3��������.�'���(��% (Just Browsing) �� ���! �������ก�������(������������ก�������(��������
� �(��(� 3 – 36% �1���&� �����+�'!+0���� �'!+�!ก��� (Found a better price elsewhere)� �(��(� 4 – 32% �� �6����������&� ����(�� ����ก�� " (Overall Price expensive)� �(��(� 5 – 26% �"�!+�01 ������ก��'(��(�
10 Reasons why not buying?
� �(��(� 6 – 25% ����.�������ก��� ��&� ���'!+0)�����ก�ก�� " '*�0�������ก1�ก��&���� ���������������(��
� �(��(� 7 – 24% ��&� ����ก�� Error ��������(���������ก�� " ก&1���ก " ��������&��(�� (Website crashed)(
� �(��(� 8 – 21% �(�����ก�����������ก�ก�� " (Process was taking too long)� �(��(� 9 – 18% �(�����ก��1������,���ก�ก��ก���1��(� ��� �(��(� 10 – 17% ���� ���"���6(0�ก��1������ ������)�+�/�� (Concerns about
payment security)
Source : WorldPay Global research project exploring consumer attitudes towards online shopping
Other Reason “not buy”
� They want it now – ��ก ����!L��!�!
� Your website sucks on their device – ��&��(������
They don’t trust your site – �)�+� ������!+
116
� They don’t trust your site – �)�+� ������!+
� You don’t sell what they want – ���!���'!+����ก��
� Your customer service is lousy – ���ก�� �����'��'!�
Source : brw.com
SMOT – ONLINE CRM
� Create “Customer Loyalty” and “Advocate”
� LATER
Tony Hsieh� Founded 1999
� Reason to Found“ Footwear in the US is “ Footwear in the US is a 40 billion dollar market and 5% of that is already being sold by paper mail order catalogs ”
Success of Zappos
� 1999 – shoesite.com – Minimal Revenue
� Late 1999 – Shoesite.com >> zappos.com (zappatos)
� 2000 – Rev 1.6 million US dollar ("����- 67 ������' – currency rate 2000 – 42bht/$)2000 – 42bht/$)
� 2008 – Rev 1 Billion US Dollar (34,000 ������'– currency rate 2000 – 32bht/$)
� 2009 – Amazon ���� Zappos� Business Model : Loyalty Model & Relationship Marketing
� Promote via “WOM”
10 Value to success of Zappos
� Deliver WOW Through Service (���� Service '!+ WOW)
� Embrace and Drive Change ('*�0���.ก ����&� ����01ก���"�!+��"��'!+�!�5��)
� Create Fun and A Little Weirdness (���� ����,ก�������"�ก����)
� Be Adventurous, Creative, and Open-Minded (�"3�01�(� ��� ����&��.ก ��)� Be Adventurous, Creative, and Open-Minded (�"3�01�(� ��� ����&��.ก ��)
� Pursue Growth and Learning(������ �ก�ก����!��.�����������+��)
� Build Open and Honest Relationships With Communication(ก���+����������ก(������+���� �"3�ก���� 0��� �ก�)
� Build a Positive Team and Family Spirit (����'!�����)����ก ก���ก�!�)
� Do More With Less ('*�0�������� �����(�<����)
� Be Passionate and Determined (',���'���'*�����(��� ��)
� Be Humble (������������/����� )
*� �
“ '*�<,�ก�1 e-Commerce ���0)� ‘e’ �*� ���0��0)� ‘Commerce �*� ’ ”�*� ’ ”
“ ���1�'*��(��"#��/���ก� '!+0)�
� ��+�������� ���0�ก������������+��.� ��<,�ก�1”
ENDS – DAY 2
By Somkiat Lilitprapun(Kroo BOY)
������ ��� Consult ���� in-house training
Email [email protected]
Line : maximumboy