Download - Brisbane Shopify Meetup - 23rd February 2017
BRISBANE SHOPIFY MEETUP
BRISBANE
MEETUPThursday 23rd February 2017
#ShopifyMeetup
#ShopifyMeetup
Welcome!
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Who is Attending this Shopify Meetup?Over 250+ people on the guest list.
74%
21%
4%
Sells Online or Off -line MyselfHelps Merchants Sell OnlineNo Response
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About the HostsReload Media is a Shopify Experts agency and Google Premier Partner, having worked with dozens of Shopify and Shopify Plus sites on all facets of their digital marketing, including Google AdWords, SEO, Pay Per Click, Social Media and more.
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Tonight’s SpeakersOur speakers and panel for tonight are:
Mike AngellCulture Kings
Jerko GromGoogle
Jason BowmanShopify Plus
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Mike Angell Culture Kings
Why we use Shopify1. It scales —>
2. Our developers can’t break it
3. Our developers are forced tocreate features that scale
4. The core can’t be changedmeaning integrations won’t break
5. The out of the box customerexperience is world class
6. We don’t need to worry
7. We can operate with less developers
How we use Shopify
ERP PIM Shopify
Shopify
Shopify Ebay
Products
1. Handles PO’s2. Only has Basic
Product Data
1. Product Data isexpanded
2. New product titles3. Product Descriptions4. Images5. Populates Collections6. Populates Tags
1. Only tagging is allowed2. Products never created
This makes the following possible
How we store Product Data in Shopify
1. We use a global meta field called JAN
2. We use this field as we can access it in the product API call
3. This allows us to sync all our products and supplement data in bulkand not hit API limits.
4. We store the data in JSON format and we have an open sourceliquid library to handle converting this in liquid.
5. We use this over multiple meta fields as they are difficult to syncand at our size it would take over 24 hours to sync changes vsonly a minute with the single field approach.
How we use Shopify
ERPOMSShopify
Shopify
ShopifyEbay
Orders
1. Inventory Moves2. Financial Moves
1. Address Validation2. Label Generation3. Order Statuses4. Wave Picking5. Android Scanners6. Pack Stations
1. Only accepts the order2. We use Shopify Fraud3. Refunds are done in Shopify
POS1. Coming 20172. Provides Ship from
Store
This makes the following possible
What are our pain points?
1. Shopify Scripts although extremely powerful doesn’t provideenough CPU resources to run complex best price algorithms.
2. Doesn’t currently support Tokenised payments (Saved CC)
3. Shopify Scripts can not automatically add items to cart. We do work around this with a front end implementation but createsincreased customer service work when customers don’tnotice that they can add the item.
4. Sections are an awesome features but need to be expanded to work on other pages than just the homepage. (Looking atpage management outside of Shopify)
Thanks
Mike AngellEcommerce Director
Culture Kings
https://www.linkedin.com/in/michaelangell
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Jerko Grom Google
Google Confidential and Proprietary
Brisbane Shopify Meetup
Jerko Grom APAC Product & Sales ActivationFebruary 2017
Proprietary & Confidential
Australian Retail Ecommerce2017 estimates
$13B5.3% of total retail sales
Source: Emarketer, jan 2015, Australian Retail Ecommerce Sales to Top $10 Billion in 2015
Proprietary & Confidential
90%
“Of Smartphone users aren’t absolutely sure of the specific brand they want to buy when
they begin shopping”
Source: Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1,291 online smartphone users 18+.
Proprietary + Confidential
How many brands Did consumers consider, before their product purchase ?
The Consumer Barometer Survey 2014/15
Proprietary & Confidential
WIN SHOPPERS IN THE MOMENTS THAT MATTER MOST
Proprietary + Confidential
Proprietary & Confidential
Businesses love Google Shopping
-15%+37%
Lower CPCs
Higher conversion rates
+61%ROI
Source: Google Internal data 2015/16
Optimize & Experiment
Set up for Success
Proprietary & Confidential
Create a Feed
01 02 03
ARE YOU READY?
Proprietary + Confidential
Proprietary & Confidential
Google Merchant Center 4x steps to publishing products
Proprietary + Confidential
ImageHigh quality images are key
to good CTR
TitleCrucial attribute to match
search queriesTriggering, ranking &
visibility
Up to 150 characters allowed70 visible in your ad
Use Google Taxonomy Drill down to third level (if possible)
Recommended: 800x800 pixelsNo watermarks or text
Brand + Product + Attributes (Material, Color, Size, Weight,
Quantity)
Furniture > Outdoor furniture > Outdoor seating
> Outdoor chairs
Google Product
Category
Set up for Success
Proprietary & Confidential
02
Proprietary + Confidential
1x Online Store 8x Categories 100+ Products
Proprietary + Confidential
Core Campaign
Inventory: 100%Bid: LowPriority: Low
Necklaces Campaign
Inventory: 25%Bid: MidPriority: Medium
Audience:Category & Product Visitors
Audience:Basket Abandoners
Audience:Previous Buyers
Earrings Campaign
Inventory: 20%Bid: MidPriority: Medium
Best Sellers Campaign
Inventory: 5%Bid: HighPriority: High
Proprietary + ConfidentialMerchant Promotions Product Ratings
Optimize & Experiment
Proprietary & Confidential
03
Proprietary + Confidential
Optimize for Profit Define key metric segments
Market Presence Acquisition Conversion
Cost of Sale: 9%
Proprietary + Confidential
Optimize for Profit Identify best selling items
Cost of sale: 2%
Proprietary & Confidential
What Next
Proprietary + Confidential
Availability Google Shopping is truly global
2016: 23x Countries
Q1 2017: 4x New Countries - NZ, SG, ZA, IE
+ Adding New
Proprietary + Confidential
Export to New Markets with currency conversion & 2nd languageScandinavia & Belgium
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Jason Bowman Shopify Plus
JasonShopify Plus
Being human in the robot future(Keeping your brand intact when the tools are doing most of the work)
Automation is good.Failing to steer the direction is not...
377,500Who knows what that number is?
In real life
Talk about your brand. (Let's do that right now)
Storefront● Don't let the base theme make all the decisions
○ Make the theme or design your own.○ Customise it○ Progressive updates
● Make the experience better for your customer.○ Talk to customers (often)○ Personalise, adapt
Emails are awesome● Customise those notifications!
○ Add your own language○ Add your own brand style○ Personalise for the customer (Liquid!)
● Carry value and personalise where possible● Seriously, don't spam and don't buy lists
(We can talk about apps another day)
Delivery / Returns● Your job isn't over once it has left your hands● Add your brand style into packaging, unboxing and
delivery experience.○ This can have a remarkable impact in social
sharing from customers● Talk. Follow up, feedback & reviews
Be social on social● Interact
○ Respond○ Answer the hard questions
● Don't push a stream of products 24/7. That's not how people talk (and is boring).
● Push your brand and style - the things that make you unique (that's interesting)
Just be available● Contact forms are ok (if responded to)
○ Have you considered the language and style of replies.
○ What about speed in reply?○ What happens in/out of normal biz hours?
● Is chat, messenger, phone better? ● Don't be perceived as being hard to get a hold of
Just start somewhere
Don't worry if it's not the "right" place. Try. Test. Repeat.
Questions?Twitter: @freakdesign
ecommerce.shopify.com
shopify.com/guides
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Question Time!
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Stay in Touch!To stay in the loop for future Brisbane Shopify Meetup events, you can:
o Join the “Brisbane Shopify Meetup” group on Meetup.como Follow the Reload Media twitter account @reload_mediao If you registered for tonight, we’ll email you when the next
one is on.
Thanks for coming!
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Thanks for Coming!