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Success in E-commerce for India Retail Sector

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Top Nielsen Global Consumer Confidence Index

Among top 3 fastest growing online markets globally.

One of the youngest demographic globally.

Second largest telecom market in the world.

Rank 3rd in Internet usage in entire world.

No. 5 in Global Retail Development Index, AT Kearney.

Paradox. India Digital Has Arrived. Show Me The Money! Retail. India. Global. E-commerce is on the rise.

38 millionMonthly Visitors

43% growthAnnual Visitors

RetailOnline

$31 SpendAvg. Transaction

91% CardsCC, Direct Debit

$1.6 billionE-com Sales Y12

124 millionMonthly Visitors

48 billionOnline Minutes

70 billionPage Views

75% young15-34 years

India Online

900 millionMobile Users

Data: comScore | ASSOCHAM | Forrester | InternetWorldStats | eMarketerAT Kearney | Nielsen | Clearwater

2.4 billionInternet Users

34% reachWorld Population

$1 trillionE-com Sales Y12

18% growth2013 E-com Sales

WebOnline

1 billionRetail Visitors

$8.5 trillionMid-class spend

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US Top 10 are mostly Brick+Click

Brands

Potential. Global Retail E-CommerceUS/UK Brick+Click Brands Cash In.

Brick+Click Brands in UK Top

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Is India Inc Cashing In?

Pure-play lead India

Online Retail

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Challenge. E-commerce is Hard. Marketing is Harder. Recognise Blue and Red Oceans

ContentShareworthy

CommunityEngagement

CampaignROI

CommerceConversion

ChannelsDistribution

5.63% Avg. Conversion Rate on Google AdWords for Search

World’s most valuable brands bet on Content Marketing. Coke. IBM.

FB = 1B monthly active users + 680M mobile. Twitter 500M. G+ 343M.

19% Opens. 3% Clicks for Email Campaigns.

65% Abandon Shopping Cart. 2% E-com Store Conversions.

Feb 2013 Kern. Ranks Poor User Experience for top Indian brands

Tesco profits up 675%. 10 yrs of Big Data/Analytics backed initiatives.

AAPL. FB. GOOG. AMZN. 7 years to turn profitable.

Reach

Brand

Engage

Sell

Convert

Differente

Measure

Sustain

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Data: MailChimp | invesp | McKinsey | Google

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Prepare. E-commerce Marketer Maturity Model (E3M) ™Strategies. Tools. Best Practices.

ContentShareworthy

CommunityEngagement

CampaignROI

CommerceConversion

ChannelsDistribution

Reach

Brand

Engage

Sell

Convert

Differente

Measure

Sustain

Ea

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Ma

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Pla

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SEO strategies for increasing E-Commerce traffic1 AUser Experience trends for engaging product catalogs2 A

Demand Generation best practices for E-Commerce6 CUsability for improving E-Commerce conversions7 C

Role of Analytics and Big Data in E-Commerce ROI3 I

Social Media for Retail industry5 D

E-commerce Ecosystem Play8 A I D CAttention

InformDesire

Convert

Content Marketing in Retail E-Commerce4 IDA

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SEO strategies for increasing E-Commerce traffic

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SEO strategies for increasing E-Commerce trafficRelevant content for target group | Quantcast | Demographics

Content affinity based on adjacent

interests

Content relevancy based on

demographics

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SEO strategies for increasing E-Commerce trafficUse social influencers and author attribution | Google | Influence Score

Influencer on Google has

higher rank than popular websites

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SEO strategies for increasing E-Commerce trafficSearch Engine Watch | 2013 Enterprise SEO Best Practices

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User Experience trends for engaging product catalogs

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User Experience trends for engaging product catalogsMenus as Interactive Catalogs

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User Experience trends for engaging product catalogsShopping List Search

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User Experience trends for engaging product catalogsProduct Content Slideshow

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Role of Analytics and Big Data in E-Commerce ROI

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Role of Analytics and Big Data in E-Commerce ROISocial Shopper Conversion | Fab + Pinterest | Likes-to-Catalog

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Content Marketing in Retail E-Commerce

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Content Marketing in Retail E-CommerceShareworthy content scales exponentially in value | Coke

‘We want to create ideas that are so contagious we actually lose control of where they go.

We want to inspire conversation that goes into places we couldn’t even imagine.’

Jonathan Mildenhall, Coke

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Content Marketing in Retail E-CommerceDays of hard-sell promos are numbered | Red Bull | Content Affinity

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Social Media for Retail industry

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Social Media for Retail industrySocial Trending to Product Catalog.

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Social Media for Retail industryProduct Catalog to Social Streams | Twitter | Stream-to-Cart

Influencer on channel with

1000s of Followers + Re-shares

Product catalog within social

stream. Click to cart.

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Demand Generation best practices for E-Commerce

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Demand Generation best practices for E-CommercePersonalized Programmatic Campaigns. | LinkedIn. Twitter.

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Demand Generation best practices for E-CommerceStrategic Campaign Architecture. | eDynamic

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Usability for improving E-Commerce conversions

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Usability for improving E-Commerce conversionsReducing shopping cart abandonment. Improving store conversions.• Attention

• Cognitive load: The effects of stress, interruptions, and multitasking

• Multiple sensory inputs• Adaptation to information overload

• Visual perception• Visual acuity and discerning fine detail• Visual salience: Typography, legibility,

and color and contrast sensitivity• Gestalt psychology: Perceiving groups of

elements as whole objects• Eye gaze patterns

• Memory and knowledge• Memory capacity• Short-term and long-term memory• Working memory• Law of practice and forgetting

• Strategies for information retrieval• Recognition compared to recall, and why

they matter• Associative priming and information

scent• How users select what links to click on

• Mental models• Language• Factors that influence reading and

comprehension• Word and sentence processing• Types of readers: Normal reading and

skimming• Scanning: Where people look and don’t

look• Problem solving and decision making

• Reducing interaction cost• Persuasion: Perceived value, loss

aversion, scarcity, positive framing• Social psychology

• How groups change individual behavior• Social proof and how it applies to

testimonials, reviews, popularity• Group pressure• Power of roles and what roles users play

online• Emotion-driven behavior

• Aesthetics and first impressions• Pleasurable and desirable experiences

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Usability for improving E-Commerce conversionsReducing shopping cart abandonment. Improving store conversions.

Poor content is the main cause of user failure.

2/3 of the time , users visited a site with a pre-determined goal : 35% of visits were to look for a particulartype of product (without having a specific product in mind), and 27% of visits were to look for a specific product.

1/3 of the time , users visited a site to see what the site had to offer . Such visits were often prompted by the receipt of an email newsletter  or otherwise learning about sales or special offers.

Sites must support all four types of use:• known-item purchases;• category research , where users identify and buy

products that best match their needs;• bargain -hunting; and• browsing for inspiration

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Usability for improving E-Commerce conversionsReducing shopping cart abandonment. Improving store conversions.

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E-commerce Ecosystem Play

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Network

Player

Mashup

Services API

Exchange

Ecosystem of users, devices, content, players, mashups and widgets.

Monetizes the Network, enabling consumer and customer commerce.

Open API for creating mashups and community to consume. Extends Network and Exchange.

Runs content. Shared by consumers & customers. Player is viral, helps grow the Network.

Uses services to create external apps and channels. Lock-in for content, players.

Social Plugins

Producer

Helps create and configure content, features, widgets or players for Exchanges.

Device

Device runs players. A channel for commerce. Locks-in use of Exchange, Network, Players.

E-commerce Ecosystem PlayAdvanced strategies for sustaining E-commerce leadership

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Marketers need a portfolio of tools

There is a need for tight systems integrations and unified processes

edynamic has the ability to service customers across numerous needs

-Content Management

-Demand Gen

-CRM

-Business Intelligence

-Data Mining 3

-Campaign Management

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References and Research

India/Global Online Trends and Stats• http://www.assocham.org/arb/general/

Forrester_Trends_In_Indias_eCommerc.pdf• http://www.assocham.org/arb/general/Comscore_

%20ASSOCHAM-report-state-of-ecommerce-in-india.pdf• http://www.emarketer.com/Article/Ecommerce-Sales-

Topped-1-Trillion-First-Time-2012/1009649#Pz702iQoVCbQtVal.99

• http://www.nielsen.com/in/en/news-insights/press-room/2012/consumer-confidence-release--q3-2012.html

• http://www.clearwatercf.com/documents/sectors/Final_Version_PDF.pdf

• http://www.medianama.com/2012/08/223-comscore-jun-jul-2012-indias-top-destinations-online-retail-txn-size-avg-minutes-more/

SEO• http://www.seomoz.org/google-algorithm-change• http://searchenginewatch.com/article/2230339/Best-

Practices-for-Building-Your-2013-Enterprise-SEO-Campaign• http://www.wordstream.com/blog/ws/2012/08/13/google-

adwords-facts• http://static.googleusercontent.com/external_content/

untrusted_dlcp/www.google.com/en//economicimpact/reports/EI_Report_2011.pdf

• http://searchenginewatch.com/article/2230339/Best-Practices-for-Building-Your-2013-Enterprise-SEO-Campaign

• http://searchenginewatch.com/article/2235536/SEO-Link-Building-Best-Practices-for-2013-Interview-with-Neil-Patel

• http://www.business2community.com/online-marketing/whats-a-good-conversion-rate-on-google-adwords-average-conversion-rates-by-industry-0318438

User Experience• http://articles.economictimes.indiatimes.com/2013-02-18/

news/37160365_1_insurance-products-kotak-life-aviva-life

Big Data / Analytics• http://www.slideshare.net/McK_CMSOForum/big-data-and-

advanced-analytics• http://www.forbes.com/sites/mckinsey/2012/12/03/big-data-

advanced-analytics-success-stories-from-the-front-lines/• http://hbr.org/2012/10/making-advanced-analytics-work-for-

you/ar/pr

Content Marketing• http://www.slideshare.net/McK_CMSOForum/liquid-linked-

marketing• http://www.contagiousmagazine.com/assets/magpdf/

issue32/Coke_cs__32.pdf

Usability• http://uxdesign.smashingmagazine.com/2012/09/04/the-

state-of-e-commerce-checkout-design-2012/• http://www.nngroup.com/courses/human-mind/• http://www.nngroup.com/articles/e-commerce-usability/• http://www.invesp.com/product-pages.jpg

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For You. E-commerce Marketer Maturity Model (E3M) ™Strategies. Tools. Best Practices

ContentShareworthy

CommunityEngagement

CampaignROI

CommerceConversion

ChannelsDistribution

Reach

Brand

Engage

Sell

Convert

Differente

Measure

Sustain

Ea

rly W

ins

Ma

ture

Pla

yers

SEO strategies for increasing E-Commerce traffic1 AUser Experience trends for engaging product catalogs2 A

Demand Generation best practices for E-Commerce6 CUsability for improving E-Commerce conversions7 C

Role of Analytics and Big Data in E-Commerce ROI3 I

Social Media for Retail industry5 D

E-commerce Ecosystem Play8 A I D CAttention

InformDesire

Convert

Content Marketing in Retail E-Commerce4 IDA

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