Marketers from Channel 4, Diageo and Specsavers on capability building
From creating a culture of learning to proving the ROI of L&D investment, marketing leaders discussed their approaches to capability building at Econsultancy’s inaugural forum.
‘Your brand is your product and your product is your brand’: Kallan & Co’s Luca Picardi on digital design
Luca Picardi is Head of Brand Strategy at Kallan & Co., a design studio with a virtual working model (and offices in Helsinki, Melbourne and Christchurch). He has been working across brands and digital products for the last decade. Given Picardi’s schooling at Central Saint Martins and current teaching work at BAU school of design […]
Generating Demand in Ecommerce: A Checklist
Ecommerce capability, strategy and execution are ever evolving. As technology continues to develop, new models, channels and possibilities are emerging, providing organisations with more options than ever for reaching, engaging and selling to consumers. This chapter looks at how ecommerce may develop and provides a checklist as a reference for getting started. As software-as-a-service models […]
Driving Traffic in Ecommerce
Having a sound strategy for driving traffic to an ecommerce platform will lead to more conversions, which in turn can generate further investment into the business, helping promote growth. This chapter looks at this ‘flywheel’ mechanism, as well as how to sustain it with different practical strategies. Creating flywheels for growth Jeff Bezos has articulated […]
Evolving Social Commerce Opportunity
As platforms explore an ever-increasing list of ways to monetise their audiences, social commerce is expanding rapidly. This chapter looks at the growth of social commerce and the role it can play in an ecommerce strategy, as well as what brands should consider when selling on the channel. The expanding opportunity Research by Accenture estimated […]
Third-Party Marketplaces
Marketplaces serve to aggregate products from multiple brands and suppliers, as well as the shoppers that are interested in buying those products. The benefits for both brands and customers typically come from the scale, range and focus that marketplaces can provide. This chapter looks at the two main different types of marketplace, as well as […]
Direct-to-Consumer (DTC) Models
The barriers of entry for creating and executing a direct-to-consumer (DTC) proposition have lowered dramatically due to the wider availability of plug-and-play ecommerce platforms and a host of service providers that enable various parts of the DTC value chain, from content optimisation and personalisation through to fulfilment and managing returns. Combined with the ability to […]
Channels for Ecommerce
Strategies for generating and fulfilling demand in ecommerce should focus on customer understanding and ways to maximise brand experience, sales and conversion. A key part of this is understanding the best routes to market and different channels. This chapter looks at the various options available to brands, the opportunities and challenges presented by each, as […]
Shopper Occasions and Missions in Ecommerce
Customer-centric approaches in ecommerce involve considering shopper missions and occasions as well as other behavioural and psychographic signals. Viewing customer experiences through the lenses of shopper occasions and missions can give teams the benefit of good insights into shopper motivations and what will help them to find and buy the products they are looking for […]
Segmentation, Personas and Customer Journey Mapping for Ecommerce
Generating demand in ecommerce starts with an understanding of the customer – who they are, their behaviours and desires – as well as the journey they are likely to take. Creating segmentations and personas is a good first step to developing this understanding. This chapter looks at the different ways customers can be segmented, examples […]
Generating Demand in Ecommerce: A Summary
Ecommerce is evolving rapidly as businesses look to drive revenue and meet growing customer expectations. In a fast-evolving business environment, organisations need to respond by shaping their ecommerce operations, strategies and models in ways that satisfy contemporary customer needs. Yet they must also ensure their practices and processes are set up for a future where […]
Ecommerce Products and Portfolio
Product is essential to ecommerce success. This chapter looks at how to select a product portfolio that works as well as what to consider when choosing packaging. Getting the right product assortment To fully optimise the ecommerce opportunity, it is important to understand what product assortment will work best for each route to market and […]