Date post: | 29-Jun-2015 |
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Business |
Upload: | james-gagliardi |
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INSERT PRESENTATION TITLE HERE
DIGITAL RIVER WORLD PAYMENTS
OPTIMIZING ECOMMERCE THROUGH PRIVATE STORES
TODAY’S PRESENTERS
James Gagliardi, VP of Product Strategy, Digital River
• In his role, James is responsible for the strategy behind the company’s global product roadmap.
• Over 15 years of experience working with some of the world’s most recognized brands to help them design and implement successful, global ecommerce channels for both B2C and B2B
Namrata Sinha, Sr. Manager of Global eBusiness, Western Digital
• In her role, Namrata over oversees the development and implementation of Western Digital’s global ecommerce strategy for direct-to-consumer
• Experience managing online stores across the globe – North America, EMEA, and Asia
DIGITAL RIVER AT A GLANCE
$390M in 2013 revenue
$31Bannual online transactions (ttm)
20 years of experience
31 offices around the world
50% revenue outside the Americas in 2013
1,300+ commerce experts
243countries and territories where we do business
200+ payment methods
TRANSACTIONS BY GEOGRAPHY
AMERICAS51%
EMEA39%
APAC10%
TRANSACTIONS BY REGION
OUR CUSTOMERS INCLUDE TOP GLOBAL BRANDS
TODAY’S AGENDA
1 WHAT ARE PRIVATE STORES?
PRIVATE STORE CONCEPTS
WESTERN DIGITAL: CASE IN POINT
PLAN STRATEGY & PLANNING
2
3
4
PRIVATE STORES
Private Stores enables the segmentation and targeting of “known” sets of customers and offer them a custom shopping experience with differentiated product assortment,
special discounts and merchandising offers.
EMPLOYEES PARTNERS AND
ASOCIATIONSFRIENDS AND
FAMILY
STUDENTS EVENTSLOYALTY AND FAN CLUBS
5 - 50% of Revenue
0% 50% 100%
MEMBERS ONLY
CHANNEL CONFLICT
B2BContract PricingVolume DiscountsPurchase Orders
Retail PricingPromo Discounts
Credit Cards
Tiered PricingPurchase PlansPrivate Stores
B2C
HOW IT WORKS
Rods and Reels
40% OffLimit 2 per category
Accessories
15% OffLimit 2 per item
Bait and Tackle
25% OffNo Limit
MEMBERS ONLY
SEGMENTATION
EMPLOYEE STORE
FRIENDS AND FAMILY
PARTNER PROGRAM USE CASE
14
Product availability and discounts variable by Partner
Product availability and discounts variable by Partner
AFFINITY PROGRAM
AFFINITY PROGRAM
AFFINITY PROGRAM
EXTENDING YOUR ENTERPRISE (B2B) PROGRAM
EDUCATION
PRODUCT LIFECYCLE
PRODUCT LIFECYCLE
Pre-Order End-of-LifeA-Stock Slow Refirb
PRODUCT LIFECYCLE OPTIMIZATION
PRODUCT LIFECYCLE OPTIMIZATION
WESTERN DIGITAL
WESTERN DIGITAL PRIVATE STORES: CASE IN POINT
• Western Digital wanted a vehicle that would allow them to target and engage specific new customer segments
• Needed a capability that would provide the ability to extend specific promotions and offers to specific customer segments without disrupting the rest of their ecommerce business
• Customized private stores offering special discounts/pricing to specific customer segments including:
o Students
o Seniors
o Employees
o Channel Partners
BUSINESS IMPACT:
• Implementing Private Stores has helped Western Digital:
o Avoid channel conflicts
o Easily manage purchase limits
o Create custom pricing discounts
o Strengthen customer relationships
o Tailor promotions to specific audiences
o Regionalize based on business need
PRIVATE STORES IN ACTIONWHY PRIVATE STORES?
WESTERN DIGITAL PRIVATE STORES: IMPLEMENTATION
IMPLEMENTING PRIVATE STORES . . .
DOMAIN VALIDATION/ FILTERING
1. IP VALIDATION/ FILTERING
2.
−Student Stores: [email protected]
−Senior Stores: [email protected]
−Partner Stores: [email protected]
−Employee Stores
WESTERN DIGITAL PRIVATE STORE EXAMPLES
PARTNER STORESSTUDENT STORES
PLAN STRATEGY AND PLANNING
Students
Teachers and Faculty
Businesses
VARs
Associations / Tradeshows
Military
Government
Non-Profits
First Responders
Social Influencers
VIP Customers
Email Address White List
Email Domain
@company.com
.edu
Unique Identifier
Generic Code
@socialmedia
Referring URL
IP Address
Email Invitation
a.k.a. Friends and Family
Verification
2. AUTHENTICATION RULES1. TARGET MARKETS
PLAN STRATEGY AND PLANNING
Product Inclusion / Exclusion
Quantity of products in a given
period of time
Individual products or across all
products in a group
Example: You can buy a limit of 2 of each TV vs.
You can buy a limit of 2 TV’s in a given period.
Time period
lifetime, month, quarter, year or custom.
Minimum and maximum quantity
Example Plan Limit of 10, Line Item of 2. Shopper
would need 5 or more separate orders to reach
maximum.
Branding Approach
Price Discounts
per group, category, or product
Discount approach
Percent Off, Amount Off, specific pricing
Country support
Pricing per currency, shipping costs
4. PRICING PLAN3. PRODUCT STRATEGY