iksula introduction deck 4q2012
TRANSCRIPT
Introduction4q2012
About us
• Founded by• Samarjeet Singh – Serial Entrepreneur & ex Seller Development Head at
eBay India
• D.J. Basumatari – ex Head of Category Management at eBay India and General Manager (Mktg & Sales) at Futurebazaar.com
• Cumulatively 10 years of Category & Internet marketing experience
• Offices in the US & India
• Handling 150 plus online stores
• Built half a million plus SKUs & growing
• 80 full time employees & 20 associates
• Iksula excels in two areas most critical to online marketing:
• “Editorial Content” and “Cataloging”
Clients that feature in the Top 500 Internet Retailers in US
Wayfair is the 51st largest Online Retailer in US with $500 million in top line sales in 2011
Iksula has created more than 1.5 million SKUs in last 4 years for Wayfair
We excel in “Editorial Content” and “Cataloging”
Editorial ContentCataloging
• Product Descriptions
• Category Descriptions
• Consumer Reviews
• Blog writing
• Buying Guides & How-to Guides
• Latest Launches
• Jargon Busters
• Building Taxonomy / Category Structure
• Product Attributing
• Short Descriptions and Key Feature Points
• Competitive Pricing
• Image Processing
• Accessory Identification for Up-Sell
A team of copy writers led by experienced editors exposed to
international writing
An experienced team with category specific expertise
• Cataloged more than a Quarter Million SKU’s in 2009
• We have proven expertise in the home & health categories
• USA, UK & Germany are the two key markets in which the catalogs we created are marketed
• We have created catalogs for suppliers based out of China, Vietnam, US, Italy, India, Taiwan and so on
• Other categories we work on: Clothing & Accessory, Mobiles, Electronics, Computers, Toys & Games
Our expertise Cataloging for Home & Garden Category
Appliances
Bed, Bath & Home•Kitchen, Dining & Bar•Lamps, Lighting & Fixtures•Plumbing•Rugs & Carpets
Lawn & Garden
Office Products
Outdoor Living
Tools
Home & Garden
About us
Established in 2007 in Mumbai, India
Offices in the US & India
150+ full-time employees and 100 Associates
USA and UK are the two key markets in which the catalogs we create are marketed
Our clients are located across 5 continents and we work in three time zones
Cataloging
• Abundance & supply conversion rate based break out approach
• Through detailed understanding of categories and industry landscape
Building Taxonomy / Category Structure
• Helping consumers find products easily through attributors / product finders
• In depth understanding of product lines to identify right attributes
Product Attributing
• Creating consumer interest on a product by highlighting the key features of a product through a brief description and key bullet points
• Deep research capabilities along with product knowledge
Short Descriptions & Key Feature Points
• Helping consumers buy right accessories, different options or related products from the product’s page
• Understanding across product lines to identify the right accessories and related products
Accessory Identification for Up-sell
In depth product knowledge to build the best catalog
• Creating great product images, highlighting product from multiple angles to make consumers familiar with the product
• Bulk sourcing and processing of imagesImage Processing
Iksula builds taxonomy, categorization & attributing
Consumer Need• Helps a consumer
narrow down on his choice of products
Iksula Expertise• Experienced
resources with in-depth category knowledge
• Detailed category documents for reference and training
Example: Classes & Attribute list for the Lighting Category
Cataloging
Iksula creates CROSS SELLS on accessories & related Items
Business Need• Cross sell and related
items can increase consumer value to retailers
Iksula Expertise• Understand and
associate related products or accessories which can be cross sold with the product.
Plumbing Category Example
Supplier: Danze
Product: Danze D500058 Single Handle Pressure Balanced Tub, Shower Trim and Valve with Rain Showerhead from the Parma Collection
Accessories Related ItemsMain Product
Cataloging
Why our clients value us
Knowledge & Expertise
Process Conversion Rate
Optimization
Experts in Ecommerce space with experience of handling 150 plus online stores globally
Clients that feature in the Top 500 Internet Retailers in US
Proven expertise in creating world class product page content across categories namely:
Focused Service
Out management team comes with a cumulative experience of over 12+ years in Category & Internet
Marketing
Expertise in optimizing content that directly impacts conversion rate
Team of category experts with industry experience
Understanding of the end user with focus on increasing product page conversion rate
Strong focus towards optimizing the website for search engines
Team of copy writers led by experienced editors exposed to international writing
Iksula has a team of 100+ writers & editors who come from backgrounds in various categories and segments
Knowledge backed with Processes
Combination of tools developed in-house to enable productivity
Error tracking and RC analysis to ensure consistent and measurable quality
Flexible execution methodology to allow rapid scale up scale down
Best in industry knowledge management and project management practices
We create content for 3000+ SKUs every day for clients location in three different time zones
We offer complete on-page cataloging services
Product Tech Specs
Product Tech Specs
Product TitleProduct Title
Multi-views and product video
Multi-views and product video
Product PriceProduct Price
Options and swatches
Options and swatches
Accessories and Cross Sells
Accessories and Cross Sells
Product Description
Product Description
Feature PointsFeature Points
Expertise in optimizing content for search engines
Category GuidesWe help you write impressive Category Guide contentBuying/”How to” GuidesTo help consumers understand their requirements betterBlogsExpert blogs that help attract traffic to the websiteSocial Media ContentCreate, update and monitor your social media content in real timeProduct ReviewsWrite expert reviews that help customers make the decision to buy
Extensive experience and understanding of apparels category
T-Shirts & Tops
Jeans & BottomsFormal Wear
Footwear
Evening Wear
Some Other Categories
Home Health Electronics & Consumer
Durables Pets Bikes Music, Movies and Books Toys and Games Food Jewellery
Our well trained resources ensures very high levels of productivity and quality
Leverage tools for high productivity
QualityExtensive training &
documentation
• In house and available scraping tools
• Scripts and macros for automated data structuring and cleaning
• In house tools for detailed quality checks
• Detailed QC processes for
• Extensive training sessions
• Documentation of category knowledge into industry reference documents
Bulk download, extraction and structuring of data
No Check List Item Checked 1 Have you gone through the project mail and pricesheet in detail Manual
2Check if overall dimension in description matches the tblproduct dimension
TOOL
3Enter the dimensions in description (don’t leave it blank) if it has been entered on the tblproduct sheet. Check wether maximum height, width, depth is greater than minimum height, width, depth.
TOOL
4Collection Name (Description) – Check if initial letter of all the words are in capital (Eg: Tommy Bahama – In this case T and B should be capital)
TOOL
5Check if collection name in PrName and Description are sameCheck if collection name is there in the PR name and that has to be the first word
TOOL
6 Check if finish in PrName and description are same TOOL
7If the sku is joined by different finishes, do not enter one specific “finish” in PrName. PrName will not have finish details
TOOL
8Check if dimension entered are 7“ H AND NOT 7“H (There should be space between 7” and H)
TOOL
9 Do final spell check on all sheets wherever applicable TOOL
10Do not leave any formula trail on the output sheet. All fonts to be in black color (Calibri 11). No bold.
TOOL
11
If PrName is "Side Table in Cherry" then What the item is in description should be "Side table".
If PrName is "Two Pack Table Lamp in Brown" the What the item is in description should be "Two pack table lamp"
TOOL
Extensive quality checks using tools Regular training sessions to improve quality
Our philosophy of effective product page content
CATEGORY KNOWLEDGEUnderstanding of product featuresAppreciation of a product’s selling
points and Consumer benefits
PRESENTATION SKILLSAppealing photographs
Consumer focused product catalogUnique and engaging product descriptions
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Category Experts Photographers and
Image Editors Writers and
Catalogers
Type of Resources Required
Scalable Consistent quality Lower cost of
production
Benefits
Discuss potential areas of engagement
Free Site Audit that allows you to begin to discover our expertise
Free Pilot exercise to prove our capabilities that could factor into your
annual planning diligence
Next Steps
Contact:
John BaRoss
President Marketing Business Development (North America)
Iksula Online Solutions
NY Office: 646-495-1657 NJ Office: 908-813-0164