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Success in E-commerce for India Retail Sector
India has great potential for e-commerce growth given its large population of internet and mobile users, many of whom are young. However, e-commerce retailers face challenges in marketing, driving traffic, engagement, sales and conversions. The document discusses strategies retailers can use to improve performance in these areas, including content marketing, search engine optimization, analytics, improving the user experience of product catalogs, and demand generation. It also proposes an e-commerce maturity model to help retailers advance their strategies and capabilities over time.
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Success in E-commerce for India Retail Sector
- 1. 0 Success in E-commercefor India Retail Sector
- 2. 1 Top Nielsen GlobalConsumer Confidence Index Among top 3 fastest growing online markets globally. One of the youngest demographic globally. Second largest telecom market in the world. Rank 3rd in Internet usage in entire world. No. 5 in Global Retail Development Index, AT Kearney. Paradox. India Digital Has Arrived. Show Me The Money! Retail. India. Global. E-commerce is on the rise. 38 million Monthly Visitors 43% growth Annual Visitors Retail Online $31 Spend Avg. Transaction 91% Cards CC, Direct Debit $1.6 billion E-com Sales Y12 124 million Monthly Visitors 48 billion Online Minutes 70 billion Page Views 75% young 15-34 years India Online 900 million Mobile Users Data: comScore | ASSOCHAM | Forrester | InternetWorldStats | eMarketer AT Kearney | Nielsen | Clearwater 2.4 billion Internet Users 34% reach World Population $1 trillion E-com Sales Y12 18% growth 2013 E-com Sales Web Online 1 billion Retail Visitors $8.5 trillion Mid-class spend
- 3. 2 US Top 10 aremostly Brick+Click Brands Potential. Global Retail E-Commerce US/UK Brick+Click Brands Cash In. Brick+Click Brands in UK Top 15 Is India Inc Cashing In? Pure-play lead India Online Retail
- 4. 3 Challenge. E-commerce isHard. Marketing is Harder. Recognise Blue and Red Oceans Content Shareworthy Community Engagement Campaign ROI Commerce Conversion Channels Distribution 5.63% Avg. Conversion Rate on Google AdWords for Search World’s most valuable brands bet on Content Marketing. Coke. IBM. FB = 1B monthly active users + 680M mobile. Twitter 500M. G+ 343M. 19% Opens. 3% Clicks for Email Campaigns. 65% Abandon Shopping Cart. 2% E-com Store Conversions. Feb 2013 Kern. Ranks Poor User Experience for top Indian brands Tesco profits up 675%. 10 yrs of Big Data/Analytics backed initiatives. AAPL. FB. GOOG. AMZN. 7 years to turn profitable. Reach Brand Engage Sell Convert Differente Measure Sustain EarlyWinsMaturePlayers Data: MailChimp | invesp | McKinsey | Google
- 5. 4 Prepare. E-commerce MarketerMaturity Model (E3M) ™ Strategies. Tools. Best Practices. Content Shareworthy Community Engagement Campaign ROI Commerce Conversion Channels Distribution Reach Brand Engage Sell Convert Differente Measure Sustain EarlyWinsMaturePlayers SEO strategies for increasing E-Commerce traffic User Experience trends for engaging product catalogs Demand Generation best practices for E-Commerce Usability for improving E-Commerce conversions Role of Analytics and Big Data in E-Commerce ROI Social Media for Retail industry E-commerce Ecosystem Play Content Marketing in Retail E-Commerce
- 6. 5 SEO strategies forincreasing E-Commerce traffic
- 7. 6 SEO strategies forincreasing E-Commerce traffic Relevant content for target group | Quantcast | Demographics Content affinity based on adjacent interests Content relevancy based on demographics
- 8. 7 SEO strategies forincreasing E-Commerce traffic Use social influencers and author attribution | Google | Influence Score Influencer on Google has higher rank than popular websites
- 9. 8 SEO strategies forincreasing E-Commerce traffic Search Engine Watch | 2013 Enterprise SEO Best Practices
- 10. 9 User Experience trendsfor engaging product catalogs
- 11. 10 User Experience trendsfor engaging product catalogs Menus as Interactive Catalogs
- 12. 11 User Experience trendsfor engaging product catalogs Shopping List Search
- 13. 12 User Experience trendsfor engaging product catalogs Product Content Slideshow
- 14. 13 Role of Analyticsand Big Data in E-Commerce ROI
- 15. 14 Role of Analyticsand Big Data in E-Commerce ROI Social Shopper Conversion | Fab + Pinterest | Likes-to-Catalog
- 16. 15 Content Marketing inRetail E-Commerce
- 17. 16 Content Marketing inRetail E-Commerce Shareworthy content scales exponentially in value | Coke ‘We want to create ideas that are so contagious we actually lose control of where they go. We want to inspire conversation that goes into places we couldn’t even imagine.’ Jonathan Mildenhall, Coke
- 18. 17 Content Marketing inRetail E-Commerce Days of hard-sell promos are numbered | Red Bull | ContentAffinity
- 19. 18 Social Media forRetail industry
- 20. 19 Social Media forRetail industry Social Trending to Product Catalog.
- 21. 20 Social Media forRetail industry Product Catalog to Social Streams | Twitter | Stream-to-Cart Influencer on channel with 1000s of Followers + Re-shares Product catalog within social stream. Click to cart.
- 22. 21 Demand Generation bestpractices for E-Commerce
- 23. 22 Demand Generation bestpractices for E-Commerce Personalized Programmatic Campaigns. | LinkedIn. Twitter.
- 24. 23 Demand Generation bestpractices for E-Commerce Strategic CampaignArchitecture. | eDynamic
- 25. 24 Usability for improvingE-Commerce conversions
- 26. 25 Usability for improvingE-Commerce conversions Reducing shopping cart abandonment. Improving store conversions. • Attention • Cognitive load: The effects of stress, interruptions, and multitasking • Multiple sensory inputs • Adaptation to information overload • Visual perception • Visual acuity and discerning fine detail • Visual salience: Typography, legibility, and color and contrast sensitivity • Gestalt psychology: Perceiving groups of elements as whole objects • Eye gaze patterns • Memory and knowledge • Memory capacity • Short-term and long-term memory • Working memory • Law of practice and forgetting • Strategies for information retrieval • Recognition compared to recall, and why they matter • Associative priming and information scent • How users select what links to click on • Mental models • Language • Factors that influence reading and comprehension • Word and sentence processing • Types of readers: Normal reading and skimming • Scanning: Where people look and don’t look • Problem solving and decision making • Reducing interaction cost • Persuasion: Perceived value, loss aversion, scarcity, positive framing • Social psychology • How groups change individual behavior • Social proof and how it applies to testimonials, reviews, popularity • Group pressure • Power of roles and what roles users play online • Emotion-driven behavior • Aesthetics and first impressions • Pleasurable and desirable experiences
- 27. 26 Usability for improvingE-Commerce conversions Reducing shopping cart abandonment. Improving store conversions. Poor content is the main cause of user failure. 2/3 of the time , users visited a site with a pre-determined goal : 35% of visits were to look for a particulartype of product (without having a specific product in mind), and 27% of visits were to look for a specific product. 1/3 of the time , users visited a site to see what the site had to offer . Such visits were often prompted by the receipt of an email newsletter or otherwise learning about sales or special offers. Sites must support all four types of use: • known-item purchases; • category research , where users identify and buy products that best match their needs; • bargain -hunting; and • browsing for inspiration
- 28. 27 Usability for improvingE-Commerce conversions Reducing shopping cart abandonment. Improving store conversions.
- 29.
- 30. 29 Network Player Mashup Services API Exchange Ecosystem ofusers, devices, content, players, mashups and widgets. Monetizes the Network, enabling consumer and customer commerce. Open API for creating mashups and community to consume. Extends Network and Exchange. Runs content. Shared by consumers & customers. Player is viral, helps grow the Network. Uses services to create external apps and channels. Lock-in for content, players. Social Plugins Producer Helps create and configure content, features, widgets or players for Exchanges. Device Device runs players. A channel for commerce. Locks-in use of Exchange, Network, Players. E-commerce Ecosystem Play Advanced strategies for sustaining E-commerce leadership
- 31. 30 Marketers need aportfolio of tools There is a need for tight systems integrations and unified processes edynamic has the ability to service customers across numerous needs -Content Management -Demand Gen -CRM -Business Intelligence -Data Mining 3 -Campaign Management
- 32. 31 References and Research India/GlobalOnline Trends and Stats • http://www.assocham.org/arb/general/Forrester_Trends_In_I ndias_eCommerc.pdf • http://www.assocham.org/arb/general/Comscore_%20ASSOC HAM-report-state-of-ecommerce-in-india.pdf • http://www.emarketer.com/Article/Ecommerce-Sales-Topped- 1-Trillion-First-Time-2012/1009649#Pz702iQoVCbQtVal.99 • http://www.nielsen.com/in/en/news-insights/press- room/2012/consumer-confidence-release--q3-2012.html • http://www.clearwatercf.com/documents/sectors/Final_Versi on_PDF.pdf • http://www.medianama.com/2012/08/223-comscore-jun-jul- 2012-indias-top-destinations-online-retail-txn-size-avg- minutes-more/ SEO • http://www.seomoz.org/google-algorithm-change • http://searchenginewatch.com/article/2230339/Best-Practices- for-Building-Your-2013-Enterprise-SEO-Campaign • http://www.wordstream.com/blog/ws/2012/08/13/google- adwords-facts • http://static.googleusercontent.com/external_content/untruste d_dlcp/www.google.com/en//economicimpact/reports/EI_Repo rt_2011.pdf • http://searchenginewatch.com/article/2230339/Best- Practices-for-Building-Your-2013-Enterprise-SEO-Campaign • http://searchenginewatch.com/article/2235536/SEO-Link- Building-Best-Practices-for-2013-Interview-with-Neil-Patel • http://www.business2community.com/online- marketing/whats-a-good-conversion-rate-on-google-adwords- average-conversion-rates-by-industry-0318438 User Experience • http://articles.economictimes.indiatimes.com/2013-02- 18/news/37160365_1_insurance-products-kotak-life-aviva-life Big Data / Analytics • http://www.slideshare.net/McK_CMSOForum/big-data-and- advanced-analytics • http://www.forbes.com/sites/mckinsey/2012/12/03/big-data- advanced-analytics-success-stories-from-the-front-lines/ • http://hbr.org/2012/10/making-advanced-analytics-work-for- you/ar/pr Content Marketing • http://www.slideshare.net/McK_CMSOForum/liquid-linked- marketing • http://www.contagiousmagazine.com/assets/magpdf/issue3 2/Coke_cs__32.pdf Usability • http://uxdesign.smashingmagazine.com/2012/09/04/the- state-of-e-commerce-checkout-design-2012/ • http://www.nngroup.com/courses/human-mind/ • http://www.nngroup.com/articles/e-commerce-usability/ • http://www.invesp.com/product-pages.jpg
- 33. 32 For You. E-commerceMarketer Maturity Model (E3M) ™ Strategies. Tools. Best Practices Content Shareworthy Community Engagement Campaign ROI Commerce Conversion Channels Distribution Reach Brand Engage Sell Convert Differente Measure Sustain EarlyWinsMaturePlayers SEO strategies for increasing E-Commerce traffic User Experience trends for engaging product catalogs Demand Generation best practices for E-Commerce Usability for improving E-Commerce conversions Role of Analytics and Big Data in E-Commerce ROI Social Media for Retail industry E-commerce Ecosystem Play Content Marketing in Retail E-Commerce
- 34.
Editor's Notes
- #3 India is among the fastest growing online market and has registered a 41% growth in the last 12 months. Internet usage has reached almost 10% penetration in India. With this trend, e-Commerce has shown a very exciting growth trend among travel and retail sites. – comScore, Sep 2012Retail has grown 43% and reaches 60% penetration among online users, but is still below world averages. This shows the immense potential that the retail category holds in India…Retail visitation has an overall reach of close to 72% worldwide and has grown over 13% Y-o-Y. Morethan a billion people worldwide visit retail sites every month. – comScore, 2012--------70B Page Views per Month48B Online Minutes Spent per Month124M Unique Visitors per Month75% of online audience15-34 years, India is one of the youngest online demographic globallyForrester Forecast: India Online Retail Revenues (B2C And C2C), 2012 And 2016--------http://www.assocham.org/arb/general/Forrester_Trends_In_Indias_eCommerc.pdfhttp://www.assocham.org/arb/general/Comscore_%20ASSOCHAM-report-state-of-ecommerce-in-india.pdfhttp://www.emarketer.com/Article/Ecommerce-Sales-Topped-1-Trillion-First-Time-2012/1009649#Pz702iQoVCbQtVal.99http://www.nielsen.com/in/en/news-insights/press-room/2012/consumer-confidence-release--q3-2012.htmlhttp://www.clearwatercf.com/documents/sectors/Final_Version_PDF.pdf
- #4 http://www.internetretailer.com/top500/list/
- #6 A - Attention (Awareness): attract the attention of the customer.I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.A - Action: lead customers towards taking action and/or purchasing.
- #11 http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/http://econsultancy.com/in/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google
- #12 http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/http://econsultancy.com/in/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google
- #13 http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/http://econsultancy.com/in/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google
- #15 http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/http://econsultancy.com/in/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google
- #17 http://www.contagiousmagazine.com/assets/magpdf/issue32/Coke_cs__32.pdf
- #26 http://www.invesp.com/product-pages.jpg
- #27 http://www.invesp.com/product-pages.jpg
- #28 http://www.invesp.com/product-pages.jpg
- #32 A - Attention (Awareness): attract the attention of the customer.I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.A - Action: lead customers towards taking action and/or purchasing.
- #33 A - Attention (Awareness): attract the attention of the customer.I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.A - Action: lead customers towards taking action and/or purchasing.