ukti : matter of form - think local, act global - anant sharma (w:notes)

© Matter Of Form 2014

Matter Of Form Brand Interaction Agency- Brand Consultancy - E-Commerce & Digital Product Development - Mobile Applications - Creative Communications & Content - Social Media & Influencer Outreach - SEO & PPC


We believe that the moments when brands and people !come together change business.


- Sting CD ‘Ten Summers Tales’ - PGP - Pretty Good Privacy. $12.99. - The first e-commerce transaction, 20 years ago…


source: raconteur.net

…things have come a long way. - Trade surplus is driven by fashion. - By 2020, 40% of UK e-commerce will be export. - $1 billion globally, set to grow…

http://raconteur.net


- …to $1.4bn, with the extra .4 from China. - This will change the way we shop. - Leapfrog effect in developing countries. Our work on Grow Africa with the

World Economic Forum has been eye opening. - Smartphones are perceived as ‘cheap computers’, not expensive phones. - Brands moving directly into pure-play.


- 25% would shop more if they had faster internet (vs. 6% in Europe). - 3x more concern over fraud. - Infrastructure changes will drive huge demand.


4 considerations.


The Behind the Scenes Bit.


- Stock Management. - Eye opening some larger brands even manage to get products to market. - Invest now, not later. After £10m rev. things get tricky. - Nieman Marcus - £100m in tech infrastructure.


- Insight gained working with fashion brands led us to identify an opportunity.

- Wholesale-Retail sales were manual and inefficient. - Last minute process, causing stress for sales teams. - We designed a digital line sheet platform, and headed to Europe to test. - Decided to focus on lingerie. Rational reasons.


- Sell stock more efficiently. - Better service wide retailer footprints. - Control margins, empower retailers, overcome timezones. - Orlebar Brown scaled their sales team from 0-5 overnight when entering the

US. - The team knew what they were selling, with segmented collections and brand

material.


- Identify ‘hero’ customers. - Segment. - Understand roadblocks in your purchase funnel - assess UX. - Charlotte Tilbury identified 50% of overseas demand was not being serviced.


- 35% of these clicks lead to a purchase. - Emails sent within 20 minutes achieve 5.2%.


- Virtual showrooms achieve 21% increase in conversion.

- 73% increase in purchase trust.

- Mitigate returns.


- An phenomenal number of large brands use outdated stock systems. - An ERP should be your master database. Hub & Spoke. - Take steps to control your sales processes. - Put processes in place now, not later. - Re-engage with consumers.


Logistics.


- Asos is 70% International. - All shipped from the UK. - Light-touch internationalisation. - 237 markets, only 9 languages. - Multilingual marketing from North London.


- Germans pay by bank transfer. - Americans expect to pick up the phone. And get paid every 2

weeks. - Cash on delivery in China still 20% (down from 80%).

Demanding consumers (especially in luxury), no loyalty. - Returns. Not homogenised across EU.


- Test through marketplaces (even if just short term). - Tao Bao (90% of c2c) and TMall in china. - Platforms such as Channel Advisor allows you to centralise.


- Test from home. - Localise where it matters. - Understand tax and payment nuances. - Assess local fulfilment vs. global shipping.


Evaluate Opportunity.

- 100bn searches daily. 15% are new. Lots of inputs. - Use the outputs!


- Where does the demand sit?


- What does behaviour tell us?


- Does seasonal demand vary? - Use trends at a category level

as it is language agnostic.

27© Matter Of Form 2014

Serve local urls (especially with Magento). Get href langs in your sitemap (keep that link juice!)


- Use data to inform your growth strategy. - Stay lean: be progressive in your approach. - Don’t go after the obvious opportunities. Use data.


The Interaction.


- Plan for your local calendar (macro). - Prepare content. - 2x more sales than Cyber Monday.


- 70% International. - All shipped from the UK. - (thats 3 Boeings every day!)

- Plan moments (micro). - Twitter represents the real world. - Be confident, leverage local events.


- Use hashtags at the centre of integrated campaigns - 24% of shoppers use social for opinions (more in Asia). - Find local influencers and whitelist promoted tweets. - Segment audience groups (get specific!).

https://business.twitter.com/success-stories/tommyhilfiger

https://business.twitter.com/success-stories/tommyhilfiger


- Social commerce is growing. - 7x conversions through

Instagram.


- But understand the channel culture, as well as the country culture.

- Get your TOV right for the medium (don't do a Gucci!)


- We’re getting better at search. - Our memory is shrinking. - Our ability to assess how to find things is increasing. - Searches by intent increasing by 1.5x. Will increase with wearables, GoogleNow, Siri… - Use search data to drive content strategy. Search is true. Social is curated.


- Feedback informs product strategy. - 35% of staff are editorial. - Soundcloud status actively drives significant revenue. - 2 years old. 35k orders/month. - strong sCRM. Membership. Retention. Recommendation.


- How might your brand be perceived differently? - Be open to change. - Monitor sentiment.

Dr Martens; eCommerce Futures Panel Discussion


- Understand the local calendar. Plan ‘moments’. - Use social commerce to monitor sentiment. - Social media as a curated expose. Search as a research medium. - Niche travels. Refine your proposition. What does your brand mean.


Thank You. Now go Make Interactions that Create Value. !

!

Anant Sharma, CEO. [email protected] | +44 203 141 2000 @matterofform | @anant_sharma

mailto:[email protected]

ukti : matter of form - think local, act global - anant sharma (w:notes)

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