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Boston| Dublin | London | Paris | Shanghai
The Global Hub of eCommerce Intelligence
Best Practices in Establishing Your eCommerce Program
Lynn Ryan – Senior Partner, SimpactfulClare Conway – Vice President of Customer Success, Clavis Insight
November 15, 2016
© #Win2017
Clavis Insight: The Global Hub of eCommerce Intelligence
©2016 Simpactful. All rights reserved.Not to be reproduced, modified, copied, disseminated,stored electronically, or transmitted by any means.
Who is Simpactful?
• A new CPG/Retail Consulting Firm
• A network of successful industry executives who have come together after recently leading and innovating at top corporations
• A team that offers depth and breadth of experience across many consumer product business functions and all leading and emerging retailers and channels.
www.Simpactful.com
© #Win2017
Lynn Ryan is one of the founding Partners of Simpactful, a new CPG/Retail Consulting Firm. Prior to Simpactful, Lynn worked most recently in Procter & Gamble’s eBusiness Team, which was responsible for the start-up, organization and growth of P&G’s digital and eCommerce efforts globally.
Today’s Presenters
Clare Conway is Vice President of Customer Success at Clavis Insight. In her role, she helps leading manufacturers effectively access analytics that drive eCommerce business strategies.
© #Win2017
Best Practices in Establishing Your eCommerce Program
© #Win2017
The shopper is always “on”
Anything, anytime, anywhere, anyhow: What I want, when I want it, how I want to buy it
Easier, cheaper, better, faster shopping experience
Online is an important source of information
Shopper Expectations Have Changed – Permanently
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How consumers interact, research and shop for brands has fundamentally changed
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Implications for Brands & Retailers
• The Landscape is Evolving Rapidly
• Loyalty
• Data
• Speed
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Possible Responses
“Do Nothing” “Wait and See” “Play to Win”
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The Issue with “Wait and See”
• Minimal integration of eCommerce, digital and physical presence
• Reactive response to retailers – instead of proactive management
• Threat of diversion & counterfeit
• Risk of new branded competitors due to low barriers on entry
• Risk of becoming irrelevant to a generation of consumers
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Playing to Win
The leaders are recognizing the strategic value of digital / eCommerce and the opportunity to change the game to their advantage.
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Benefits of Full Engagement
• Grow Sales and Share
• Be available for sale wherever / whenever consumers are shopping
• Increase Speed, Reach and Trial
• Secure New Customers
• New go-to-market launch models
• Influence Internal Corporate Culture
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How Do I Get Started?
Build the Business Case: Why eCommerce?
• Assess the 5 C’s: Consumer, Category,
Customers, Competition, Company
Develop a Strategy
• Objective / Goals
• Where to Play
• How to Win – Action Plan
Organize for Success
• Develop Principles
• Build an Organization
• Deploy
1 2 3
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Build the Business Case: Assess the 5 C’s
• Consumer: Convenience, Value, and Selection
• Category
• Customers: Brick & Mortar, Pure Players, Emerging Models
• Competition: Who is winning and why?
• Company: Build total brand equity
1
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Develop a Strategy
• Objectives
• Goals
• Sales
• Share
• Profit
• Organizational (speed, reach, capabilities / new processes)
2
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Determine Where to Play
•Brands
•Consumer
•Countries
•Customers
2
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Develop a Plan to Win2Win online as you do offline
• Build online traffic to your brands – and make it easy to buy
• Create online engagement (content)
• Deliver online sales fundamentals
Develop and roll-out G2M and customer management plan
• Integrate online into your Joint Business Plans
• Execute and Measure
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Organize for Success
Build Partnerships
• Agencies
• Customers
• Systems
Build the Organization
• Capabilities
• Horizontal platforms (global versus local)
3
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Organize for Success: Principles
• Senior Exec sponsorship & ongoing support
• Design to deliver an “end to End” system (Digital / eCommerce)
• Multi-functional team, accountable for results
• Invest where business is headed 2-3 years out
• Identify the skills, capabilities, resources required
• Staff with Full time when possible, consolidate part-time
• Start-up policies (trade policies, investment)
• Accountability – common scorecard
3
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“Walk the Talk”: What Does Leadership Support Look Like?
• Be engaged and visible
• Staff & meet with Digital / eCommerce Leader regularly
• Identify and break barriers
• Scorecard Review
• Include Digital / eCommerce in all reviews
• Brand & Initiative reviews
• Virtual store checks
• Customer Meetings
• Product Launches
• Develop a “Digital mindset”
• Shop and buy your products online
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Availability for Priority Products, Key Accounts
Availability for Priority Products, All Accounts
Availability for All Products, All Accounts
• Start with what moves the Sales Dial – Availability & Search
• Are your key products in Stock?
• Focus on your top 20% of revenue generating products with your key Accounts
• Set aggressive targets for those
• Build on the learning and expand to other products and across the range
• Are Shoppers finding your key Products?
• Again, focus on Priority Products
• Make sure that key terms are present in the Product Title –e.g. Shampoo, Chocolate, Brand Name etc
• Build experience testing the processes with Key Products, set achievable targets early on and then dial up the intensity
Getting Started with Targets
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Aligning Roles & Objectives
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Lynn RyanSenior PartnerSimpactful
Questions and Answers
Clare ConwayVice President, Customer SuccessClavis Insight
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About Clavis Insight
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The Clavis methodology and team bring together years of experience
in eCommerce to get you up and running and improving your
eCommerce performance.
As soon as you sign up, the Clavis team begin work with you and your
teams…
The Clavis Set-Up team plan and manage the set-up phase,
connecting directly with your key contacts and handing over to
delivery
The Clavis Customer Success Consultant supports throughout the set-
up phase, providing advice on best practice throughout the process,
delivering training and later driving Value Creation activity.
Having a strong, engaged internal point of contact who understands
the business objectives and will roll out engagement plans is critical
to driving fastest path to value.
Establishing your eCommerce Program with Clavis
© #Win2017
Establishing your eCommerce Program with Clavis
Getting your eCommerce program started is a combination of the technology, the people and the process
At Clavis, we’re here to help…
©2016 Simpactful. All rights reserved.Not to be reproduced, modified, copied, disseminated,stored electronically, or transmitted by any means.
• Bring real world experts to our projects….people who have “done the work” from both Consumer Products Companies and Retailers
• Recommend practical & executable solutions that can be understood and implemented
• Deliver on projects to execution that will impact bottom line results
• Demonstrate confidentiality and respect
The Simpactful Difference
©2016 Simpactful. All rights reserved.Not to be reproduced, modified, copied, disseminated,stored electronically, or transmitted by any means.
Simpactful Digital eCommerce Capabilities
• eCommerce Strategy, WTP / HTW
• A3 Omnichannel Branding & Retailing: Anytime, Anyplace, AnyhowSM
• Winning with Key Retailers, inc. Amazon
• Next Generation Joint Business Planning
• Using data to drive loyalty, CRM
• Social Media & Marketing
• Supply Chain requirements
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The Global Hub of eCommerce Intelligence
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