26
This information provided is confidential and protected information under the Australian Corporations Law and International Copyright Conventions. It should not be copied or redistributed without written consent of eCorner. The information is true and correct to the best knowledge of the company and its directors. If you receive this information in error please destroy it and notify eCorner. Whitepaper eCommerce and Selling Online For Sports Clubs and Associations Prepared by: eCorner Pty Ltd ABN – 25 107 795 568 Updated: August 2011

For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

  • Upload
    others

  • View
    0

  • Download
    0

Embed Size (px)

Citation preview

Page 1: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

This information provided is confidential and protected information under the Australian Corporations Law and International Copyright Conventions. It should not be copied or redistributed without written consent of eCorner. The information is true and correct to the best knowledge of the company and its directors. If you receive this information in error please destroy it and notify eCorner.

Whitepaper

eCommerce and Selling Online

For Sports Clubs and Associations

Prepared by: eCorner Pty Ltd

ABN – 25 107 795 568

Updated: August 2011

Page 2: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 2

ContentseCommerce in Sport ........................................................................................................ 4 

Overview ..................................................................................................................... 4 

General Online Business Costs ...................................................................................... 5 

Online Business Checklist ............................................................................................. 6 

Business Fundamentals ............................................................................................. 6 

Technology Fundamentals ......................................................................................... 6 

Create a Business Plan .............................................................................................. 6 

Online Store Costs Estimates ........................................................................................ 7 

Turnover and Profits .................................................................................................... 7 

Domain and eMail ........................................................................................................... 8 

SSL Certificates ............................................................................................................... 8 

Online Store Package ...................................................................................................... 8 

Graphic Design ............................................................................................................. 10 

Custom Functionality ..................................................................................................... 11 

Payment Gateways ........................................................................................................ 12 

Shipping and Logistics ................................................................................................... 13 

SEO and SEM ................................................................................................................ 14 

Social Media and Social Commerce ................................................................................. 15 

Business blog, forum and guest book .......................................................................... 15 

Communicate with your customers .......................................................................... 15 

Product review and recommendation .......................................................................... 15 

Let your customers decide ...................................................................................... 15 

Questions about products ........................................................................................... 16 

Help your customers ............................................................................................... 16 

RSS feeds - Stay up-to-date ....................................................................................... 16 

Gadgets - Little helpers for your shop ......................................................................... 16 

Social Media – Sharing your product content ............................................................... 17 

Mobile commerce ....................................................................................................... 17 

Facebook commerce .................................................................................................. 18 

Multi-channel ............................................................................................................. 18 

Running Your Online Business ........................................................................................ 19 

The Four Pillars .......................................................................................................... 19 

User Experience ..................................................................................................... 19 

Page 3: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 3

Trust and Security .................................................................................................. 19 

Content and Marketing ........................................................................................... 20 

Customer Service and Help Desk ............................................................................. 20 

Web Analytics ............................................................................................................... 21 

Visitor and Page Tracking ........................................................................................... 21 

Online Store Examples ................................................................................................... 23 

Some example organisations and clubs ....................................................................... 25 

Cronulla Sutherland Sharks NRL Club ....................................................................... 25 

NSW Sports Federation ........................................................................................... 25 

Football NSW ......................................................................................................... 25 

Australian Rugby League Development .................................................................... 25 

Company Information .................................................................................................... 26 

Why eCorner? ............................................................................................................ 26 

Contact Information ................................................................................................... 26 

Page 4: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 4

eCommerce in Sport Overview

Today more than ever consumers want to search and buy online. Results from recent surveys have shown that more and more search engines like Google dominate when consumers look for products.

It is true also in sport. In Australia and worldwide millions of people are involved in sport. Starting at an early age children join sports clubs and associations and remain loyal members, often for life. Nearly every Australian is in one way or another involved with or participates in a sport during their lifetime.

Although sport has embraced the internet and World Wide Web in many ways selling merchandise to club members has generally been only at the large commercial end of the market. Fundamentally the reason for this has been costs and available skills.

Every sports association, federation, club or group has some need to sell to its members and supporters. This is often done to raise money to support the development and management of the club itself. Many times this is left to third parties or members to organise and as a result the opportunities are lost. But it can also result in the members themselves paying too much for the merchandise.

There are many products that can be sold online effectively:

Official uniforms or apparel Sporting essentials like balls, goal posts, bats etc Membership to the club or association Tickets to venues, games and events Supporter’s merchandise Books and videos Photos and images from games and events

New eCommerce technologies like ePages have changed that and now it is possible for any club or association to start and run an online store for a reasonable cost while managing content themselves.

What can you expect as an estimate for your eCommerce technology? The answer will vary from club to club but we have provided a simple estimate tool that can give you some idea of what to expect. These costs do not include:

Cost of products Cost of shipping Business taxes or fees Bank and credit card fees Human Resources Cost of traditional marketing

Page 5: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 5

These traditional business costs will vary from club to club. By tackling the eCommerce opportunity the club can sell more merchandise directly to members and supporters which may cut out the middle man. This can help increase revenue (funds) for the club or association. It also creates an opportunity to connect with members and supporters. The benefits to the club: Increased revenue from merchandise sales Reduce costs to members and supporters Improve service levels Improve member and supporter contact and loyalty

General Online Business Costs

When starting an online business selling products or services there are some costs which you can expect before you make your first sale. Your online store is a sales channel and acts like a sales person for your business. Selling online can be very cost effective as there are less human resource and infrastructure costs unlike a "bricks and mortar" business. But do not be fooled selling online is not free and your results will be directly dependant on your investment, quality of service and products.

There are costs which will not be covered in detail in this document such as:

Cost of products Warehousing Logistics Traditional marketing Business taxes Accountant and financial institution fees

All these traditional costs still exist and don't magically vanish if you sell online.

If you are reasonably technically capable and don’t mind doing some work yourself then the budget can be less than $100 a month for the online store. If you have a professional designer and web developers create a design and add content then your budget will need to start around $2,000 + $100 / month. The more design and functional complexity the more cost and therefore budget required.

Your monthly costs may include such items as hosting, software, maintenance, content management, search engine optimisation and search engine marketing.

But you can start small and add functionality later so the online store and your budget grow with your business. Successful selling online requires as much business acumen and planning (maybe more) as any traditional business. Getting started is not hard but there are so many opinions on the technology that can be confusing to a non-technically minded person. There are also many technical terms and issues which often just confuse.

Page 6: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 6

Online Business Checklist

Business Fundamentals

What is your business model What kind of resources will you need What is the demographic focus What expertise is available Self managed Need assistance Market and demographic shifts occurring an ABN/ACN/ABRN ... Tax model Domain name/s

Technology Fundamentals

Business email addresses SSL Certificate (recommended if you accept credit cards) A merchant account or PayPal Choose a pricing model Shipping company to deliver products Design and some development for your website Search Engine Optimisation (SEO) Content Marketing Search Engine Marketing (SEM) Web analytics to track touch points with visitors

Create a Business Plan

Make sure you know your market Multi-channel: Use a clicks-and-mortar strategy if possible Integrate the shopping experience How you will deal with Content Pricing & inventory Logistics Service & support Payment & refund/returns Security Develop an easy-to-use purchase process Consider localisation requirements Consider customer relationship management and personalisation Make sure that you select a scalable platform or solution Make sure you have a team in place Marketing Campaigns and requirements Integrate to external systems, suppliers or 3PL

Page 7: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 7

Online Store Costs Estimates

  

Annual Recurring Costs  Small  Small + Services  Medium  Large 

Domain name (max cost / .com.au)   $        99.00   $        99.00   $          99.00    $          99.00 

Up to 5 business email address   $        99.00   $        99.00      

Up to 200 business email address       $        198.00    $        198.00 

SSL Certificate   (2 year licence + Fixed IP Address and installation)     $     385.00   $        385.00    $        385.00 

Total Annual Recurring   $     198.00   $     583.00   $        682.00    $        682.00 

Monthly Recurring Costs  100 SKUs  150 Services  2,000 SKUs  10,000 SKUs 

Website   $        77.00   $     99.00   $        122.00    $        220.00 

SEO Assistance (estimate)       $        100.00    $        200.00 

SEM (estimate)       $     1,000.00    $     2,000.00 

Payment provider   Based on monthly and transaction fees by payment provider 

Shipping costs   Based on the number and types of shipments 

Total Monthly Recurring   $        77.00    $     99.00    $      1,222.00    $     2,420.00 

One time Costs (Optional)             

Design   $     600.00   $     600.00   $    1,000.00    $    4,000.00 

Customisation        $    1,000.00    $    5,000.00 

Total One Time Costs   $     600.00   $     600.00   $    2,000.00    $    9,000.00 

Total First Years Cost Estimate (from)   $  1,900.00+   $  2,850.00+   $    15,000.00+    $ 25,000.00+ 

For larger enterprises the costs may be significantly more depending on the number of visitors and level of activity which will impact the amount of traffic and size of the environment. Integration to third party systems link 3PL, ERP and Financial can require significant customisation. Compliance to PCI DSS and also to internal Standard Operating Environments may need auditability and checks for governance.

Turnover and Profits

So what can you expect to make from an online store?

This question is very hard to answer accurately. Most small businesses that operate online fail to properly track all the costs and expenses that they incur for their online store. The most obvious cost that is not considered is the business owner’s own time and effort.

The effort that you apply to the online store will be proportional to the success and profitability.

Like any business an online business needs to be run to make money.

Page 8: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 8

If managed properly and operated to a plan then an online store can be a tremendously profitable business. The overheard that creates operational issues for bricks and mortar stores such as property rental can be minimal for an online business.

Domain and eMail To run a successful website you might need a domain name and business email addresses. Visitors who come to your website may want to send you messages and we highly recommend that you do not use a personal email address. So you may need a sales and an info email address at least. Expect to pay around $99 per year for 5 email boxes, the more you get the cheaper they get. To set up a .com.au domain name you need a registered business with an ABN or ACN in Australia. You can expect to pay $99 for two years. Domains for .com will cost less but for Australia we recommend you get the .com.au domain. You can get cheap domain names but the service provider may not provide the DNS hosting which is necessary and will be an extra cost so check carefully. We have found with some of the really cheap overseas domain providers that the domain name is not transferrable for 12 months and is basically not usable.

Check the terms and conditions. There are many good Australian domain providers and prices vary greatly. Always ask if the DNS (Domain Name Server) costs are included or extra.

SSL Certificates The SSL or Secured Socket Layer is about providing security and confidence in your online shop. It is highly recommended that you have your own SSL if you expect to be really successful online. Many hosted solutions will come with shared SSL which means that it is secured. However when your visitors go to secured pages the URL (or your domain name) will change to that of the SSL Certificate owner who will be the payment provider or hosting company. This can cause concern and basket abandonment (potential buyers that add a product to your shopping cart but do not complete the sale).

SSL Certificates from companies like COMODO will start around $385 / 2 year and you may have to pay a fee to your web developer to add it to your website. You will need a fixed IP address.

Online Store Package Generally you will find a number of different levels of packages that vary in price and capability. Different providers use different methods to define the packages that are available.

Page 9: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 9

eCorner packages are scalable up to 10,000's of products online. Our four most popular packages’ key difference is the number of products that are for sale on the website although the packages will vary in functionality. These are perfect for small to medium sized businesses.

Our online store packages include hosting and data as part of the package. That is not the same with all providers so you should always make sure of the total cost of hosting, data and website. Our professional packages all integrate with Payment Gateways such as PayPal and eWAY that allow you to accept Credit Cards Online.

All of our Payment Partners comply with the Payment Card Industry Data Security Standards (PCI DSS).

eCorner hosted packages come in a number of different configurations depending on your requirements and budgets.

Features snapshot Features snapshot Features snapshot Features snapshot

100 products 5GB traffic 1GB storage PayPal English only AU or NZ Dollars Wagtail Free

150 resources 20 products 5GB traffic 1GB storage PayPal eWay Blogs Forums Galleries Newsletters eMarketing Wagtail Free

2,000 products 10 resources 10GB traffic 2GB storage PayPal eWay Worldpay Australia Post Newsletters eMarketing eBay integration Forums Blogs Galleries Cross sell / up sell Product ratings 2 Languages 2 Currencies Wagtail Free

10,000 products 150 resources 18GB traffic 5GB storage PayPal eWay Worldpay Australia Post Newsletters eMarketing eBay integration Forums Blogs Galleries Cross sell / up sell Product ratings Product comparison 5 Languages 5 Currencies Wagtail Free

Page 10: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 10

eCorner can also provide virtual servers (VPS) and dedicated servers hosted in Australia. Our servers are built for eCommerce and we can also develop highly customised online stores and websites to meet any requirements.

Graphic Design With a Hosted eCommerce Solution you generally don't need to spend anything. If you have something special in mind for a custom logo or banner then it might need to be designed by a professional graphics designer. In general we would recommend that you get started with the designs available or talk to a web designer about your ideas. If you want a special design then they can help by working with you to refine your requirements but take a look at what is available for free first. A custom design can cost as little as $600 - $1,200 to produce and add to the online shop.

Shop design should always be effective and enable your visitors to find what they need on the shop.

Clear menus and categories are important to allow your visitors to browse your store.

Easy to find search bar – 80% of online sales come from a search.

Mini-basket always available

Login box for registered members

Promotional and special products clearly show

Informational links such as Terms and Conditions, About Us, Contact Information, Privacy Policy, Sitemap, Resources simple to access.

Shop designs should be as clean and as simple as possible while portraying a professional image to your potential customers. Trust decisions for a website are made in the first few seconds after the visitor hits the site.

Page 11: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 11

Custom Functionality If you are starting a new eCommerce business we would recommend that you use as much of the out-of-the-box or standard functionality as possible and our stores have it all. Your online business will start to make money for you then you can look at expanding and adding new functionality. The eCorner solution has many features that help you succeed online and custom development is not generally required.

If custom development is needed we will provide a full proposal with specification and a work order that identifies the work and time for each task for your approval so you know what you will get. Expect to pay 25% - 50% upfront. eCorner is a member of the Australian Computer Society and our developers are based here in Australia and the work is always done by eCorner staff.

We are fully covered by professional indemnity insurance in the unlikely event that something goes wrong.

Custom development has two levels of impact on overall costs. Firstly the cost of the initial scoping and development and secondly the cost of maintaining that custom work ongoing.

Australia developers are in general very well regarded for their capabilities. You can expect to pay from $900.00 a day up to $1,800.00 a day depending on the company that does the development work for you. You should always agree on a scope of work and sign an agreement or work order that details what the development outcome will be.

Custom development should be done based on a set of agreed requirements.

Developing the design (look and feel) of your store and creating graphics for your use is not custom development. Web designers and web developers are two very different sets of skills. You should understand what each group will deliver.

If using a web designer then ask for examples of their work and try to provide clear guidance on what you require. The designer will be able to recommend the best use of colours and layout. Expect to get at least 2 variations of design.

Page 12: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 12

Payment Gateways If you want to accept credit cards online we recommend that you use a Payment Service Provider and process the credit cards via a Payment Gateway. There are strict regulations around the use and storage of credit card information which are regulated by the Payment Card Industry via their Data Security Standards; you can find more information at their website www.pcisecuritystandards.org or through your bank.

Look for solutions that are PCI DSS compliant. Payment Gateways have to be integrated into your website. The leading Payment Gateways in Australia include:

You will need to set up an account with the Payment Service Provider, and also an online merchant account with your bank, to take online payments. Setup costs vary dramatically from nothing at PayPal up to $500 for some providers. Some Payment Providers will also charge an annual fee varies from $200 to $500.

You will pay transaction fees for each payment that you accept. Again these vary greatly but expect from 1.1% + 30 cents up to 4.5% or more depending on the Payment Service Provider.

So check this out carefully. Your bank will also charge you some fees to set up your Online Merchant Account. These do not vary greatly from bank to bank but shop around and ask questions.

Different gateways support different banks so always ask your bank first.

The eCorner solution supports many Australian and international payment providers as standard functionality and you do not need any special web development.

eCorner recommend PayPal and eWAY as trusted payment providers.

Page 13: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 13

Shipping and Logistics There are a wide variety of shipping methods that can be built in which you can setup on your website. These handle just about any possibility. Most common is integration to Australia Post for calculating shipping cost in the shopping basket. The actual shipping cost to send your packages is not part of the eCommerce package and you need to make sure that you calculate and add shipping cost correctly.

Calculating the shipping cost can be more complex if you have heavy or large items or if you are shipping perishable goods like food or wine.

Some products cannot be shipped in a normal fashion if they are dangerous goods that might be flammable or explosive.

Free shipping is a great incentive for buyers so we would recommend that your pricing absorb the shipping cost when possible and you offer free shipping. You can tie that to the value in the shopping basket which is always a good idea.

The eCorner packages also support Temando as a logistics solution and it will work for any sized business. Temando is a global fulfilment engine that has been built from the ground up as an enterprise level solution to overcome the hassle of sending freight in eCommerce environments. It introduces the concept of “cloud based logistics” to the industry, as it allows real time connectivity between “above the line” elements such as content management systems (CMS), shopping carts, enterprise resource planning (ERP) and “below the line” elements such as warehouse management and dispatch systems. You can find out more at the Temando website – www.temando.com.

Page 14: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 14

SEO and SEM Search Engine Optimisation and Search Engine Marketing can cost a lot of money. You really just need to follow the guidelines and advice and your website will be search engine friendly. But always remember that content is king and good SEO starts with good content. Search Engine Marketing is a cost you need to consider carefully. We have seen good web businesses fail because they spent too much on Cost per Click (CPC) programs which were not targeted.

The actual cost of programs like Google Adwords and Yahoo Search Marketing will vary dramatically based on the types of products you sell and the geography that you target. Cost varies greatly based on the cost of each keyword and the quality of your ads and website. Remember the way this works is when someone clicks on your ad it costs you money whether they buy or not. So the best result is a very targeted set of ads and keywords.

Also take a look at the directories like Yahoo Directories, Hotfrog and Cooeeonline and expect to pay a small listing fee.

The price comparison engines are great if you are selling retail so check out Getprice and Shopping.com, again there are small fees involved. There is again lots of advice in our FAQs. Remember it may take 4 - 6 weeks for the search engine crawlers to go to your website.

If you want professional Search Engine Marketing (SEM) results we recommend that you engage an SEM specialist company like Hot Goanna.

A good tip is to make sure your webstore is complete before submitting it to the search engines. You need to submit to search engines like Google, Yahoo and Bing.

It is not difficult to submit your online store and see what search engines find. You will need a webmaster’s accounts with the search engines which are free. You just sign up and add your domain. You will need to verify ownership by adding an HTML tag or adding a file to your online store. You can do that yourself in the ePages packages by using the marketing tools provided.

Google – www.google.com/webmasters

Bing - www.bing.com/toolbox/webmaster

Yahoo - http://siteexplorer.search.yahoo.com/

Most major search engines will allow you to submit an XML sitemap that will provide information to the search engine about your site. All eCorner packages allow you to automatically create XML and HTML site maps. Once created add the XML site map to your domain via the webmaster’s accounts discussed above. You can also contact eCorner and we will provide a comprehensive PDF document about SEO and advice for ePages stores.

Page 15: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 15

Social Media and Social Commerce In the world of online business today it is important to use every opportunity to connect with people who can buy from your store. You need to engage with each other via the social media sites such as Linkedin, Twitter, YouTube and Facebook. By creating business pages on these social media sites you can help people find your online store.

If you interact and promote using forums and blogs this can also add value and bring you new online buyers. Blogs do not have to be long and complex just simple posts of a few hundred words that might be interesting information about your products and services; how best to use them or how they can deliver value or simply user success stories.

Business blog, forum and guest book

Communicate with your customers

By using a business blog, a forum or a guestbook, you are showing your customers that you are open and present thus strengthening the customer relationship (i.e. customer retention). The modules can be integrated into the website from the shop system and do not need to be linked via external blog or forum software. Content of the integrated business blog as well as the forum are automatically made available as RSS feeds.

Product review and recommendation

Let your customers decide

Customers prefer to purchase products that other customers have reviewed positively. To enable this in the ePages shop system, you can activate the "Product rating and review" and "Product recommendation" or "Tell-a-friend" function.

You decide yourself whether this function can be used equally by all customers or only by registered customers. When reviews are written by customers, you can specify whether they will be visible immediately in the shop or whether they must first be approved by you.

You can utilize the opinion of satisfied customers on price comparison and product portals as well as by eBay.

eCorner packages have link-ups to Getprice, shopping.com, Google Base and other platforms as well.

Page 16: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 16

Questions about products

Help your customers

Don't make your customers have to search for your contact information. Offer them an automated link to a contact form on every individual product page.

RSS feeds - Stay up-to-date

Search engines and customers love content that's up-to-date. That's why you can embed RSS feeds with appropriate external content into your shop. Here you have the option of using already specified feeds or creating your own.

As a participant in the free Amazon partner program, you as shop operator, have the option with the RSS feed function of bringing Amazon products into your shop and earning a commission on their sale.

Gadgets - Little helpers for your shop

Gadgets are small programs that can be integrated into websites and shops in addition to the shop's actual content. Increase the entertainment value for your customers and increase the length of time they spend in your shop. With the ePages’ shop system, you have access to a large number of predefined gadgets.

The Wikipedia gadget for instance facilitates looking up terms that are marked in the shop or website directly at the online encyclopaedia. You can thus immediately illustrate particular material types, for example, in a very elegant way.

The YouTube gadget allows you to quickly and easily integrate your own product videos in your shop.

Page 17: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 17

Social Media – Sharing your product content

Your visitors and customers are now more than ever likely to use social networks like Facebook and Twitter to exchange information with friends and colleagues. So you can make it easy for them to share your content by adding the social sharing features in your online store. It is easy to automatically add by just enabling the Social Web feature under Marketing.

Once you have done that you will see the “Like” and “Share” buttons appear on each of your product pages. Your customers can click on the links which will send your page”Llike” to Facebook or Twitter to be shared with your customers’ friends and network.

Mobile commerce

More and more people are using their iPhones or Smart phones to search and buy online. With 50% of iPhone users having had some form of online transaction. We will deliver templates that are specific to iPhones and Smart Phones that are automatically delivered to consumers browsing from their phone to make the shopping experience simple.

Product search and buy are simplified with easy to use icons and resized and proportioned content.

Page 18: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 18

Facebook commerce

Although still in the early days businesses are now directly selling from Facebook pages. Shops on Facebook provide the ability for the merchant to list products directly to a ‘shop on Facebook’ and have the ability to directly ‘add to basket’ and go to the shop to complete payment and shipping.

Multi-channel

Our solution provides for multiple channels-to-market to be managed from a single store and management back office. This allows for integration of many facets of the online business to enhance the consumer experience and automate content delivery to portals such as Getprice, eBay and Shopping.com.

Multi-channel capabilities are essential for a successful online store. If the technology platform does not support multi-channel you may need to have that support built by a web developer and it becomes a long term maintenance issue.

Page 19: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 19

Running Your Online Business The Four Pillars

Running an online business is not so very different from running a traditional business and requires that you spend time each day on some tasks. These are in general around the four key areas of the business.

User Experience

Business / web analytics Ask for feedback Shopping basket abandonment Fresh content Place test orders Monitor using analytics SEO / SEM Search engine web master tool Google / Bing / Yahoo

Trust and Security

Contact and access information Terms and Conditions, and Privacy Policy Payment provider – check payment processing and fraud SSL and Site Seals Unencrypted content

Page 20: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 20

HTTP content on HTTPS Social networks and gadgets Images Establish a fraud checking process

Content and Marketing

Keep promotions fresh Newsletters with coupons and offers Subscribe / unsubscribe Spam laws Shipping as a competitive advantage Monitor shipping costs and offers Social networks and communicate Facebook / Twitter / Forum / Blogs / YouTube Shop on Facebook

Customer Service and Help Desk

My Account (registered) customers Deliver the purchase quickly Parcel tracking Communicate / Follow-up / Feedback Access to service & support Business eMail responses and follow-up Phone (1300 / 1800) responses Monitor and respond to Support forum Monitor and respond to Live Chat

Page 21: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 21

Web Analytics Visitor and Page Tracking

A good online shop can often fail because the owners don't know what is really happening on the website. In order to understand the activity on the website you need to collect information about what visitors there are and what they do. This is collected by a web analytics program like Google Analytics. There are obviously many areas of analytics but the key issue is that you must, at a minimum, track activity like:

Visitors Top content Geographic location Page impressions Entry and exit pages Order tracking – basket conversion rates Sales tracking and reporting Social media

Analytics costs can vary and be more than the cost of the store in large and complex ecommerce environments but if you use Google Analytics it is free and for a service like

Page 22: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 22

Wagtail Analytics from eCorner, which provides real time data as it happens, the costs start at $20 / month.

Packages FREE* BASIC ENTRY PRO ADVANCED PREMIUMPrice per month (Exclude GST) $0.00 $20.00 $50.00 $80.00 $150.00 $300.00 Traffic quota (PI/Month) 10000 50000 100000 1 Million 2 Million 5 million

Data retention (Raw data) 3 Months 6 Months 12

Months 12

Months 24 Months 24 Months Additional 1000 PI/Month n/a AU$1 AU$1 AU$1 AU$1 AU$1 Additional link tracker links (10 pack) n/a AU$10 AU$10 AU$10 AU$10 AU$10 Setup fee n/a n/a n/a n/a n/a n/a Active desktop elements 12 12 18 24 24 36 Link tracker limit 0 5 10 20 100 500 Goal limits 0 2 5 20 50 100 Goal funnel length 0 4 5 10 10 10 Browser test limit 0 5 10 20 100 500 Number of web sites you can track (domains) Unlimited Unlimited Unlimited Unlimited Unlimited Unlimited

Page 23: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 23

Online Store Examples eCorner was founded in January 2004. Since then, we have accelerated the acquisition of customers and partners through investment in infrastructure, technology and marketing. Our, over 1,500, customers range from small, ‘home-based’ businesses to large corporations and they all receive the same level of customer service and support.

IT Logic store is developed and is hosted by eCorner. It lists over 50,000 products and has an advanced search capability using Fact Finder.

www.itlogic.com.au

Urban Baby is a successful pure-play online retailer based in Australia that provides unique baby products. Urban Baby online store is built and hosted by eCorner and lists thousands of products for sale online.

www.urbanbaby.com.au

New Directions Australia is one of the largest providers of essential oils and fragrances. eCorner has delivered an ePages Enterprise online store on dedicated servers hosted by eCorner. The web store is fully integrated with SAP ERP solution.

www.newdirections.com.au

DIY Superstore was built and is hosted by eCorner using ePages V6. The store sells all types on home improvement, handyman supplies and tools. There are over 5,000 products listed online. www.diysuperstore.com.au

Page 24: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 24

Hagemeyer Brands Corporate (HBC) is a special division of Hagemeyer servicing promotional, incentive and marketing distributors. HBC supplies Hagemeyer's high quality brand names for loyalty, incentive, recognition, service and reward programs. www.hbcorp.com.au

Weight Watchers is one of the world’s largest retailers. They sell all manner of merchandise and memberships online. eCorner provides Weight Watchers with a dedicated hosting environment to support their ePages Enterprise edition online webshop. eCorner provides a complete development, deployment and project management service. www.weightwatchers.com.au and www.weightwatchers.co.nz.

Page 25: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 25

Some example organisations and clubs

Cronulla Sutherland Sharks NRL Club

NSW Sports Federation

Football NSW

Australian Rugby League Development

Page 26: For Sports Clubs and Associations - eCorner › WebRoot › Store › Shops › e...will change to that of the SSL Certificate owner who will be the payment provider or hosting company

eCommerce and Selling Online for Sport 26

Company Information Why eCorner?

We provide development and implementation using our own developers based in Australia. We provide a secure and advanced hosting environment that has been purposely built to support the needs of online retailers and eCommerce. Our solutions are Multi-channel, with local customer service and support, using leading eCommerce technology with over 1,500 Australian and New Zealand users, and 60,000+ Worldwide users.

Contact Information

eCorner Pty Ltd (ABN # 25 107 795 568) Head Office: Mailing Address: 5/310 Victoria Road PO Box 938 Gladesville NSW 2111 Gladesville NSW 1675 AUSTRALIA AUSTRALIA Freecall Australia: 1800 033 845 Freecall New Zealand: 0800 501 017 International Phone: +61 2 9494 0200 Fax: +61 2 9817 8975 Enquiries eMail [email protected] Corporate Website www.ecorner.com Buy a store www.ecornerstoresplus.com.au eCorner Marketplace www.ecornerstores.com.au