Building an E-commerce Strategy From the Ground Up | Matt Jefferies | GC Melbourne 2016
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Matthew Jefferies, head of digital at Miele, outlines a comprehensive e-commerce strategy centered on stakeholder engagement and establishing clear objectives. Key elements include optimizing digital customer touchpoints, conducting competitor analysis, and emphasizing the importance of agile methodology for iterative change. The focus remains on enhancing customer experience and leveraging data for improved ROI.
Building an E-commerce Strategy From the Ground Up | Matt Jefferies | GC Melbourne 2016
- 2. Matthew Jefferies, Head of Digital @ Miele Building an e-commerce strategy from the ground up
- 5. Stakeholder Engagement • Set the vision – be the champion • Establish the objectives • Complete a strict RACI • Choose the right team & suppliers • Constantly evaluate
- 6. Review the Digital Ecosystem • Reduce and Consolidate • Optimise digital customer touchpoints • Implement the new • Competitor analysis • Constantly evaluate
- 7. Optimise Digital Marketing Channels • Demonstrate ROI & Re-invest • Always use ROAS models • Love the data and use it to your advantage • Eat humble pie
- 8. Focus on User Journeys • What is the current customer experience? • Consistency of brand experience is crucial • You are probably not the user
- 9. Be Agile • Adopt an Agile methodology • Constant and iterative change • Speed to market is your goal
- 10. Be Agile Stakeholder Engagement Focus on User Journeys Optimise Digital Marketing Channels Review the Digital Ecosystem
- 11. Thank you! “Someday you will be a unicorn!” Matthew Jefferies https://au.linkedin.com/in/matthew-jefferies-3329742
Editor's Notes
- #5: What I love about eCommerce. 24/7, international, our stores never close – we are making money. You are all store managers and with it comes all the challenges of running a bricks and mortar store and much more – staff, inventory, warehousing, and additional responsibilities such as logistics and the call centre.
- #6: Set the vision - BHAG – Big, Hairy, Audacious, Goal. People will follow a vision and unite behind it. You are the “agent of change and digital transformation.” Establish Objectives – Be channel specific, identify conflicts, what resources do you have/need and what will you need in 1-2 years? RACI – Streamline approvals. Use EA example. Choose the right team & suppliers – Org chart now and in future, right team on the bus, wrong people off the bus. Same for suppliers. Constantly evaluate- against all the above.
- #7: Reduce & Consolidate – Lean is agile. Be strict against your objectives, don’t waste time or resources on channels that don’t measure against your KPIs. Optimise – Time and resources spent on channels, outsource or pull in house. Implement the new – Try new digital channels with strict 3 month test phase. Put budget aside for trials and have strict KPIs. Competitor analysis – Top 3, spend a day a month and troll their marketing Constantly Evaluate – If it is not performing, reduce, consolidate, optimise or be bold enough to kill it. Its not a failure, it’s a waste of resources (eDM).
- #8: ROI and re-invest – If you hit your sales target, grow your team, spend more in marketing. Feed the growth engine and align to your 3 key metrics that drive an increase in traffic, conversion or ATV. ROAS models – Optimise budget, set aside a test & learn allowance. Carve out eCommerce and Brand budgets, don’t confuse the two. No measurable CTA, don’t do it. Spend the money like it’s yours. Love the data – No decision should be made without a datapoint. Make data driven decisions and business cases. Share the positive and celebrate it, motivate the business. i.e. Achieving milestones, Sales targets, fan base. Humble – Be humble, share results and rewards with the broader business. You cant run a successful online store with a call centre, logistics, warehousing, etc. Email their boss, make them look good. “Danke.”
- #9: Customer Experience – Consider all digital and non-digital touchpoints. Have you ever called your call centre, IVR, wait time? Do you know what the delivery of the online order looks like? (Smashed packaging Bonds). Buy from competitors online, what do you get – go through their experience? Consistency – Across all channels, the user journey does not end with “order confirmation” – Wonder why repeat visitation is down? You are not the user – Remove yourself from the equation, your too close. usertesting.com (EA) Get people to make a test purchase who do not work for the business who are in your target demo. Your ads are not intended for you. “I don’t use Pinterest, none of my friends do?”
- #10: Agility – Test and Learn. The only way of running a retail business, businesses are most agile when they are under threat. Amazon coming to Australia. (Staples/Officeworks). Alistair Clarkson (Hawthorn coach) You may be number #1, but must train like you are number#2. Take the Scrum approach - Too many meetings, try stand-up meetings. Constant & Iterative change – Creative approvals/stakeholder engagement - If you cant agree on something as subjective as creative, A/B test, run both. End an argument. Speed to market – Big businesses can do it, Amazon, Apple, Zappos can do it. Halve the time it takes to create something by shifting stakeholder approvals, suppliers, resources. Adopt a startup mentality.