Justus Wilde, Amblique - CASE STUDY: Giving customers reliability, security, visibility and speed

© 2013. All rights reserved.

November 2013 Justus Wilde – Principal Strategist

Giving customers reliability,security, visibility and speed

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© 2013. All rights reserved. © 2013. All rights reserved.

What Do We Mean? Reliability Meeting and exceeding customer expectations Security Making customers feel safe purchasing on your website Visibility Updating customers on progress - each step of the way Speed Providing quick delivery to customers


Why is it important? Conversion It affects the initial purchase decision Retention Reliable, transparent & speedy delivery drives frequency Reputation Positive logistics experience generate referrals

Customers view experience end-to-end


It affects conversion…

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77% abandoned

cart

53% shipping related

Source: Temando - a study by eDigitalResearch and IMRG



5 Source: Temando - a study by WorldPay

16% choice related


Delivery options

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Conversion On average multi-option drives conversion by 11-23% Check in-store inventory Only 0.5% utilisation Click & Collect ~8% of all orders

Source: Sampling of 5 Amblique clients Oct 2013

© 2013. All rights reserved. 7

Unique delivery



8 Source: Temando - a study by WorldPay

17% security related

© 2013. All rights reserved. © 2013. All rights reserved. 9



Impacting Purchase Decision

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eCommerce is built on repeat customers

so it pays to make them happy J


Speed drives conversion/frequency

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Site A 1.2 days 1.49 avg frequency

Site B 1.6 days 1.12 avg frequency ~1% conversion

Site C 0.86 days 1.8avg frequency ~1.8% conversion

60%

80%



Proposition follow-through

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Free shipping – not always the answer

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…

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Opt-in 30%+ Open rate 98%+ Your supre.com.au order

252425 has been shipped with AustPost. Tracking #123123.


Qualify options

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Provide recommendation and set clear expectation


Confirming details

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Variable shipping – make it easy

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experience

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2.44pm – order placed 2.45pm – order confirmation 3.18pm – packed 4.48pm - shipped

2:04 order to ship


Order confirmation

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Packed Confirmation

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Shipped Confirmation

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Logistics specific feedback

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Check list: Setup

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§  Outline proposition & reinforce §  Clear pricing on every page §  Provide multiple shipping options §  Set customer expectation early (days, provider, etc.) §  Notifications every step of the way §  Reconfirm items, delivery type, address §  Target <1 day order to ship §  Tracking for every step / scenario §  Get customer feedback


Check list: Analytics

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§  Time to pick §  Time ship §  Time to deliver POD §  Orders > 1 day §  Short pick – (stock accuracy, oversell, QA) §  ATLs §  Lost orders §  Damaged orders §  Return % by reason code §  Cost per order §  Total costs inc. fuel levy, re delivers etc §  Customer satisfaction on delivery


Check list: Logistics partners

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§  Pick your partners well §  Negotiate hard and re-negotiate yearly §  If you need to don’t pay cubic just weight §  Check their process end to end §  Packaging – be careful of branded! §  Understand ATL- authority to leave §  Understand true costs – multiple delivery attempts etc §  Understand how to access their systems §  Demand visibility §  Have a dedicated contact §  Understand what your customers want


Regular industry meet-up in SYD, MEL, BNE & AKL 800+ registered retailers http://www.meetup.com/shoptalk-au http://www.meetup.com/shoptalk-nz


Shop Talk

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•  eCommerce consultancy •  Est 1999 local team •  Demandware partner •  Proposition: Sell More


Thank You

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Justus Wilde [email protected] +61 413 517 477 @JustusWilde

Date post:	09-May-2015
Category:	Technology
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Justus Wilde, Amblique - CASE STUDY: Giving customers reliability, security, visibility and speed

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