inside ecommerce - ciaran crean ceo micksgarage.com -
DESCRIPTION
MicksGarage.com are a leading online car parts retailer from Ireland. CEO and co-Founder Ciaran Crean explains how they measure success and make sense of data, what the KPI's are and what an eCommerce P&L Looks likeTRANSCRIPT
Inside eCommerceMicksGarage.com Masterclass
April 15th 2014The Gibson Hotel, Dublin
contact: [email protected]
Inside eCommerce: Supported By
MicksGarage.com
MicksGarage Key Metrics Procurement Fulfillment Customer Service
Key Metrics : P&L1. Cost of Product2. Unit Ship Cost3. Unit Ship Accessory
Cost4. Margin
Key Metrics: P&L Zooplus.de
Key Metrics: Trading1. Orders2. AOV3. Conversion Rate CVR4. Margin
Key Metrics: Trading per Channel1. Orders2. AOV3. Conversion Rate CVR4. Margin
Key Metrics: Reporting1. Expose Data2. Share Tools3. Drive Insights
Procurement : Materials• Buy Right – Sell Right• What is not on the product cost / Discounts• Where is the marketing support• Share data – promote open relationship• Purchase the entire product – data
Procurement : Materials• Supply chain dependant• Stock / virtual stock• Ring fencing / Exclusivity• Global Market
Carraige: In / Out
Shipping kills
margin!
Carriage: Out• To free ship or not to free ship• Product / AOV / Margin Service level dependent• Free shipping over…• Standard vs Priority• Trend away from free shipping• Click & Collect• Know the unit cost – analyse statement
Carriage: MicksGarageAn PostInnovative Service offerings• Domestic Tracked• UK Tracked• EU Small Parcel• IBMS• Click & Collect• Integrated WMS Label print• Stamp machine• Return Labels• Account Management
Unit Ship Additional CostPackaging• Reuse • Branded Boxes• Branded Bags
Freight In• Shipper eg Expeditors
P&L: Above the line• Buy Right• Unit Costs – Measure• Influencing factors
Customer Service• Measured– NPS / Scorecard– Volume levels– => Product Level
• Integration– Order Platform
Customer Service
• 7-Day Customer Service• eMail / Chat / Phone /
Facebook / Twitter / Blogs• Deliver a uniform experience• Unified Platform• Training - Experts
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