growing your direct ecommerce presence: fiction and fact

There’s an overwhelming array of ways marketers can grow their direct ecommerce presence . How do you know which is best for your brand? JUST THE FACTS: Identifying and describing a good ecommerce target provides clear guidance on site design, strategies, and tactics. A: Understand the basics of your online buyers. B: Pinpoint the segment that is the most profitable to the ecommerce site. C: Let the target segment drive the creation of digital personas, site design, tools, and site “positioning.” Who shops online will vary by category. FICTION: Understanding general online behavior provides enough information on which to base an ecommerce strategy. FACT: Any given person can behave VERY DIFFERENTLY with different brands or on different sites. It’s True... There are MAJOR benefits of expanding your direct ecommerce presence. • Delivers considerably higher margins • Supplies expanded reach for distribution • Provides access to customer data • Offers opportunities to develop customer insights • Meets consumers expectations to be able to buy brands directly • Presents a much richer brand experience via the brand’s website There are many different types of online shoppers on your site. FICTION: These groups have similar needs and wants from the online shopping experience. FACT: Not only do they have different needs, the mix and value of these groups depends on the category and brand. Broad Selection Retail Haters Family Provisioner Bargain Hunter Latest & Greatest Broswer/ Researcher –> –> –> Broad Selection Latest & Greatest Bargain Hunters Typically consumers who buy from a brand’s website are a SUBSET of brand buyers. FICTION: Direct online buyers have the SAME needs as overall brand buyers. FACT: They have a DISTINCT set of needs. Growing YOUR DIRECT ECOMMERCE Presence Fiction & Fact 25 % LOOK who’s MOST important? 31 % 23 % 16 % 5 % 2 % –> % of Direct Ecommerce Profits CREATE Hundreds of Variables TEST To identify characteristics of people who are profitable for your ecommerce SITE —> —> PRODUCE Optimal Segmentation – Attitudes – Site Needs – Buying Behaviors – Demographics – Brand Segment Membership – Database data

Upload: copernicus-marketing-consulting-research

Post on 20-Aug-2015

255 views

Category:

Business

0 download

Report

Download

Embed Size (px):

TRANSCRIPT

Page 1: Growing Your Direct Ecommerce Presence: Fiction and Fact

There’s an overwhelming array of ways marketers can grow theirdirect ecommerce presence. How do you know which is best for your brand?

JUST THE FACTS: Identifying and describing a goodecommerce target provides clear guidance onsite design, strategies, and tactics. A: Understand the basics of your online buyers. B: Pinpoint the segment that is the most pro�table to the ecommerce site. C: Let the target segment drive the creation of digital personas, site design, tools, and site “positioning.”

Who shops online will vary by category. FICTION: Understanding general online behavior provides enoughinformation on which to base an ecommerce strategy.

FACT: Any given person can behave VERY DIFFERENTLY withdi�erent brands or on di�erent sites.

It’s True...There are MAJOR bene�ts of expanding yourdirect ecommerce presence. • Delivers considerably higher margins • Supplies expanded reach for distribution • Provides access to customer data • O�ers opportunities to develop customer insights • Meets consumers expectations to be able to buy brands directly • Presents a much richer brand experience via the brand’s website

There are many di�erent types of online shoppers on your site. FICTION: These groups have similar needs and wants from the online shopping experience.

FACT: Not only do they have di�erent needs, the mix and valueof these groups depends on the category and brand.

BroadSelection

RetailHatersFamily

ProvisionerBargainHunterLatest &

GreatestBroswer/Researcher

–> –>–>BroadSelection

Latest &Greatest

BargainHunters

Typically consumers who buy from a brand’s websiteare a SUBSET of brand buyers.

FICTION: Direct online buyers have theSAME needs as overall brand buyers.

FACT: They have a DISTINCT set of needs.

Growing YOURDIRECT ECOMMERCEPresenceFiction& Fact