Post on 14-Apr-2017
Click to edit Master title style9 things we learned about
eCommerce and SaaS
June 2016NearMe Services
#1ECOMMERCE
IS NOT AN INDUSTRY
SECTOR
SMBs PASSION IS IN THEIR PRODUCTS
• SMBs have limited understanding about the rules of online commerce, digital marketing and technology
• Running eCommerce is often considered the necessary evil, that takes too much time from the “real” business I’m in fashion
business, not in
eCommerce
ONLINE IS A CHANNEL, NOT A TRADE
#2BRICK’N’MORTAR BEATS ONLINE IN
IN-STORE MARKETING
ONLINE IS JUST GETTING STARTED WITHIN-STORE MARKETING
*Source: UK Brands we love –survey, RapidCampaign 2015
…yet 50% of consumers only
make a purchase online when an offer
or promotion is involved*
Online stores are too often static & boring
SMBs can learn and adapt in-store merchandising and promotion tactics from brick’n’mortar who have done
it for 20-30 years
#3ONE
PITCH DOES
NOT FIT ALL
WE IDENTIFIED THREE DIFFERENT WAYS SMB MERCHANTS BUY
”Richard”: eCommerce expertI want measurable results and efficient execution
”Hannah”: Marketing specialistI’m looking for new, innovative ways to boost my marketing campaigns
”Charlotte”: Business ownerI want easy ways to secure sales and run tactical promotions
You need tailored messages and paths to purchase for each buyer persona
#4ONLINE MERCHANTS ARE NOT TECH SAVVY
9
• Have no in-house tech competence
• Want ready made solutions
• Need only a few features• Not capable of running
any IT projects• Have only basic
understanding of technology
• Have in-house tech competence
• Expect customizable solutions
• Interested in rich features
• Ready to plan and execute integrations
• Understand platform capabilities
90% OF SMBs 10% OF SMBs
90 / 10 RULE
90% of eCommerce merchants would rather buyready-made solutions requiring least amount of effortthan a do-it-yourself tool with great technical features
#5TIME IS MORE
VALUABLE THAN MONEY
TIME HAS BECOME MORE VALUABLE THAN MONEY
69 € + 60 mins
200 € + 10 mins
Merchants count time and effort into the total cost of service.
IS MORE EXPENSIVE THAN
#6ECOMMERCE IS FLOODED WITH TOOLS AND TECHNOLOGY VENDORS
TOO MUCH OF A GOOD THING WILL MAKE YOU SICK
SMB merchant needs to master 6-10 IT-systemsJUST to take orders and ship the products
In addition there are hundreds of productivity tools in the market
E.g. Magento:1,853
marketing extensions available
MERCHANTS ARE BOMBARDED BY TECH VENDORS – AND THEY HATE IT
Every week merchants receive calls from a dozen technology vendors proposing conversion improvement, customer engagement and sales promotion tools and solutions
MERCHANTS DON’T HAVE RESOURCES TO EVALUATE AND USE NEW TOOLS
They follow what their peers do and may listen to 1-2 trusted partners for recommendations
Many eCommerce merchants simply give up and don’t take advantage of the latest technology
#7PET TRENDS DRIVE DEMAND
EVERYONE LOVES PET TRENDS
• Industry has always “3-4 pet trends” that create the natural demand– Experts talk about them– Partners recommend and support– Peers are implementing => SNOW BALL EFFECT
• Current eCommerce pet trends are– Personalized recommendations– Marketing automation & email marketing– Mobile payment– Online customer service including chat
WHICH ONES? EASY TO SAY-WHEN? ALMOST IMPOSSIBLE
Industry has quite unanimous view on the future trends
…but the order and timing are very difficult to estimate
How do you hit the right window of opportunity?
Are you on or off trend?
#8HOW TO BE 10X BETTER
THAN COMPETITION
HOW TO BE 10X BETTER THAN COMPETITION
CUSTOMER VALUE = BUSINESS RESULTSTIME + RESOURCES + COST
• You don’t want to be 90% cheaper!
• Is your product REALLY 10x better than competition?
IF NOT…
Think how to deliver the same results with 1/10th of the customer’s time and
resources!
#9SAASNEEDS RETHINGKING
23
SAAS REVISITED
• Software tool• Subscription based• Do-it-Yourself• Feature driven• Customizable• IT-integration
• Ready made sales boosters
• On demand• Pay per
performance• Extremely easy• No IT, no integration
SOFTWARE-as-a-service SALES-as-a-service
SAAS 1.0 SAAS 2.0
24
EVOLUTION OF RAPIDCAMPAIGN
Promotion tool for online retailers
Marketplace of ready made sales boosters
Software-as-a-service Sales-as-a-service
SAAS 1.0 SAAS 2.0
25
WE HOPE YOU FOUNDOUR LEARNINGS USEFUL