Presented by

Moo Carter, Alyssa Yap, Michelle Tan, Bjørn Bo Sørensen, and Henry Santosa

TELSTRA.COM.AUAssessment and Recommendations

ResearchEffective Website Design

ResearchEmerging Trends in Online Retailing

Recommendations Exploiting Emerging Opportunities in Online Retail

Recommendations Securing That Telstra's Website Lives Up to Best Practices

Background Analysis of Australian Telecommunications Industry and the E-Commerce Industry

At a Glance…

Overview Methodology Analysis Recommendation

Over the past 6 years, the number of online shoppers in Australia has almost doubled

Overview Methodology Analysis Recommendation

To recommend changes to Telstra’s website that will foster an increase in online sales and allow Telstra to maintain it’s stronghold on the Australian market

The IssueOpportunities Threats • Lower costs • Tap in to quickly

growing sub-market• New possibilities for

targeting consumers

• Loss of customers if Telstra doesn’t adapt to changes in the industry and consumer preferences

Overview Methodology Analysis Recommendation

Our Objective

Overview of Methodology Project

Initiation• Preliminary research • Scope definition

Assessment • State of the website

Analysis • Online retailing trends • Opportunities and threats

in e-commerce

Evaluation• Implications of

adopting best practices

Recommendations

• Changes that can increase online sales

Overview Methodology Analysis Recommendation

Characteristics of an Effective Website

Overview Methodology Analysis Recommendation

RESULTS

RELATIONSHIP

ASSOCIATION User experience II

INTERACTION User experience I

Characteristics of an Effective Website

Overview Methodology Analysis Recommendation

• Intuitive navigation• Logical organisation of information and linksEase of Use

• Simple • Consistent• Aesthetic appeal

Layout

• Access to relevant and sufficient informationContent

• Visual appeal • Consistency

Graphics (pictures, animations, sounds)

• Clear and consistent communication of the brand message

Brand representation

• Personal assistance • Instant access to assistance

Feedback Options and Assistance

Overview Methodology Analysis Recommendation

Ease of Use

Access to a Comparison Tool at more stages of the purchase journey

Insert comparison tool here

Overview Methodology Analysis Recommendation

Layout

Simplify layout and design to avoid “spiral of discontent” and “paradox of choice”

Only three options

Statistics illustrate that 80% of users’ needs can often be fulfilled by 20% of the content. (Chou, 2005)

Simplify Navigation Bar

Overview Methodology Analysis Recommendation

Graphics & Brand Representation

Lack of consistency across pages Strong brand presence and sense of an overarching theme

Overview Methodology Analysis Recommendation

Feedback and Assistance

o Increase convenience for customers

o Reduce wait timeo Increase customer

satisfaction

Emerging Online Retail Trends

In-store Retailing

Online Retailing

Mobile & Tablet Retailing

Personalisation

Omni Channels

Overview Methodology Analysis Recommendation

Shopping on Mobile Interface

Overview Methodology Analysis Recommendation

➢ Improve Shopping on Mobile Interface

Facts

• Last year, purchases via mobile devices grew by 30 %, accounting for 27 % of all online shopping purchases made in Australia (Australian Communication and Media Authorities, 2014)

• 19% of mobile device-shoppers buy consumer electronics on their device (Australian Mobile Phone Lifestyle Index, 2013)

➢ Personalisation of the Individual Customer’s Online Experience

Overview Methodology Analysis Recommendation

PersonalisationStrategy

Marketing

Service

Companies who are personalising their websites are reporting on average a 19% increase is sales

Monetate and Econsultancy (2013)

Personalised Product Recommendations

Overview Methodology Analysis Recommendation

Personalisation of Marketing

Recommendations

• ‘Previously viewed products’

• ‘Similar items’

• Personalised adds

Service- Personalized Post-Purchase Follow-up

Overview Methodology Analysis Recommendation

Recommendations

• Personalise post-purchase services

• Personalise the 24x7 Live Chat even further

• Combine online and physical personalisation strategies

➢ Develop an Organisation-wide Omni-Channel Strategy

How?• Develop a consistent brand driven

message

• Invest in the core

• Develop flexible platforms

• Have continuous, overlapping channels

• Innovate

Overview Methodology Analysis Recommendation

Telstra.com.au (current view)

Mobile browserThe Brand Message Telstra One- Application

Telstra Store

Telstra Media

Coles Ad/ Brand Message Coles App

Coles.com.au

Coles.com.au – Mobile Browser

Coles Supermarket

Coles Catalogue

Benefits

• Develop stronger connections with consumers

• Offer consumers with multiple, connected touch points with the brand

• Capture lucrative consumers

• Enriches customer experience

• Supplements in-store experience

“Every retailer must have an omni-channel strategy otherwise they won’t

survive.” David Wenig - President of EBay Marketplaces

Overview Methodology Analysis Recommendation

Consumer’s who use up to three channels spend up to ten times more than a single channel user, generating 25-50% more profit- Deloitte, Multi-channel Retailing Point of View

Wrap Up…

• Improvement of comparison tool so that it is more intuitive to use

Ease of Use

• Simplify and consistency • Standardised navigation

barLayout

• Increase visual appeal • Improve consistency and

clarity

Graphics & Brand

Representation

• Increase convenience for consumers

• Decrease wait time

Feedback Options and Assistance

Primary Recommendations

Overview Methodology Analysis Recommendation

Secondary Recommendations

• Increase purchase opportunity

Shopping on Mobile

Devices

• Assist consumers decision making process

• Potential to increase average earning per user

Personalisation

• Organisation-wide approach

• Integrated, seamless cross-channel experience

Omni-channels