1 minuto su di meAll’anagrafe: Guido Lucarelli, 39 anniFormazione: Ingegnere meccanico, La SapienzaFamiglia: Sposato, 1 figlio, Maxime, di 2 anni
Formazione lavorativa: 5 anni in Accenture Management Consulting, nel settore delle
riorganizzazioni di grandi gruppi, su Clienti internazionali (FAO, World Food Programme, Poste Italiane, ecc.)
Nel 2010 ho lanciato la start-up B2X, specializzata nello sviluppo di soluzioni eCommerce, di cui sono attualmente CEO. Oggi B2X conta un team di 50 persone, 4,5 milioni di fatturato, 2 premi come miglior eCommerce italiano tra il 2016 e il 2017
Dal 2017, sono inoltre Direttore Innovazione di CSF Sistemi (azienda specializzata nello sviluppo di soluzioni in Farmacia) con l’obiettivo di realizzare la più importante piattaforma omnicanaleintegrata tra Produzione e retail Farmacie (2.000 farmacie coinvolte)
Hobby: Tennis, Barca a vela, auto
“By 2022, brick and mortar retail spaces will be little more than showrooms”
Eddie Machaalani & Mitchell Harper, Co- CEOs of Bogcommerce
E-COMMERCE B2C WORLDWIDE
More then
BILLIONS
750 BILLIONS €
560 BILLIONS €
Main markets
% of e-commerce penetration on retail market
100 BILLIONS €
75 BILLIONS €
65 BILLIONS €
Osservatorio PoliMI – Netcomm (sept 2017)
Enterprises with websites and enterprises selling online, EU 28, 2010-2016 (% of all companies). Source: Eurostat, 2016
ONLINE PURCHASES OF ITALIANS ON NATIONAL AND INTERNATIONAL WEB SITES
SERVICES PRODUCTSBILLIONS €
IN 2017, FOR THE FIRST TIME, THE PRODUCTS EXCEED THE SERVICES
INSURANCES1.300 millions €
TOURISM9.202 millions €
CONSUMER ELECT.3.962 millions €
CLOTHES2.502 millions €
FORNITURES AND ACC
905 millions €
FOOD/GROCERY849 millions €
PUBLISHING943 millions €
OTHER3.181 millions €OTHER 884 millions €
Osservatorio PoliMI – Netcomm (sept 2017)
WEB SHOPPER
billions
SPORADIC WEB SHOPPERS
5,8 Billions – 7% share
REGULAR WEB SHOPPERS
16,2 Billions – 93% share
5,8BN
1,9BN
DEVICES PAYMENTS
Credit Cards
On delivery
Bank transfer Other
BEAUTY TOYS CAR SPARING
DEVICE PENETRATION SHARE
Osservatorio PoliMI – Netcomm (sept 2017)
E - c o m m e r c e
The most interesting trends
2016 was the year of the latest affirmation of online e-commerce
events. Black Friday, Cyber Monday, and Singles Day in China,
have become relevant purchase moments.
Single day 2016: $ 17.8 bn*Cyber Monday 2016: $ 3,45 bn**Black Friday 2016: $ 3,34 bn**
*Alibaba
** Adobe Digital Insights
Personalized commerce
The personalized purchasing experience is already a real element now, but, it’s going
to be huge in the coming year. Banner advertising, remarketing, crm, behave
prediction e mail advertising, and many others are a part of the customised
purchasing revel in. Amazon did his best by using recommending merchandise similar to they sold before. In coming
years we are going to see extra of this. E-commerce business will cater more to the client based on their individual hobby. One platform will act in a different way for one
of a kind customers.
Convergences between retailers
dot com towards the physical world and retailer to the digital
world. Large players in the industry move by acquiring more traditional retailers (Amazon on
Wholefood and Walmart on jet.com). At the same time,
retailers land online by offering integrated multi-channel
shopping experiences and becoming more and more
overlapping
Shopping days
The most interesting tech trendsE - c o m m e r c e
Chatbot
A.I.
Artificial intelligence is going to be the next big thing in to the big data world. Trying to establish and predict user behavior to offer the best possible products in the best purchase moment, A.I. is going to create highly curated experiences.
In order to make the costumer service as faster and inexpensive as possible Chat Bot comes out last year as a possible solution. Chatbottechnology is still young but the adoption in e-commerce is growing fast
Voice commerce
The more and more precise accuracy of voice recognition combined with the rise of smart-homes devices with voice-controlled personal assistants (Apple’s HomePod powered by Siri, Amazon’s Echo powered by Alexa, Google Home, etc..) will encourage costumers toward fast and natural voice commerce.Mobile Commerce
Mobile e-commerce is here to stay and to increase dramatically. However in these very days mobile devices are more used to visits the sites and desktop are still in charge for buying this attitude is changing very fast and the app/mobile commerce will soon win the match on several markets.
ALIBABA – 1999, CHINAThe largest B2B worldwideplatform, do not have anywarehouse
AIRBNB – 2007, USAThe largest worlwide apartmentrental, do not have any building
FACEBOOK – 2004 USAThe largest media content platform do not produce any… media
New competitorsE - c o m m e r c e
UBER – 2009, USAThe largest world wide Cabcompany, do not have any car
WHATSAPP – 2009, USAThe largest messaging company, do nothave any infrastructure
E-commerce approachesE - c o m m e r c e
The world of e-commerce is varied and articulated andproposes different approaches to online sales.
- Single brand platform- Marketplaces such as Amazon and eBay
Single BrandE - c o m m e r c e
Marketing
Platform
Total operational controlTailored UX and UIPossibility to create different new promosChoice of payment methods
Own strategyFull control and ownership of user dataBrand enhancementTailored marketing plan managementNo fees on salesControl of Seo content srategy
Marketing
To drive traffic to the site is expensiveNeed to build a new costumer baseNeed to build trustLonger time to marketNeed to organize and integrate logisticDedicated team to manage the channel
Platform
Substantial set-up investmentMaintenance and evolution costs
strengths Vs. weakness
Marketplace Amazon / eBayE - c o m m e r c e
Marketing
Platform
Ready to useMaintenance, evolution and security included
Huge amount of registerd userBig potential trafficLot of marketing tools to useIntegrated logisticTrust of clientsGreat SEO performanceCross border e-commerce made easy
Marketing
Fees on salesUser data not fully availableCompetitors on the same platform (no service difference)Price comparison push the price war to the limitNew and specific SEO logicNo visibility behind the platformPlatform
Features ready made and not personalizedImpossible to change layoutFixed payment methods
strengths Vs. weakness
Private OutletE - c o m m e r c e
Marketing
Platform
Ready to useEasy data connection
Huge amount of registered user (Etc: SaldiPrivati 28Milions)Big potential traffic
Marketing
Fees on salesUser data not fully availableHuge discount neededCompetitors on the same platform (no service difference)
Platform
Not differentiating layout personalization
Pros Vs. Cons
Mixed modelE - c o m m e r c e
In order to gain pros from both worlds many retailers choose to adopth both channels. There are different ways to face this choice and integration involve different areas:
Platform
Software to integrate data, stocks, fulfillment, crm, etc.
Marketing
Different possibilities to manage the different channels. Price, service, even catalog can be different
Brand
Brand perception over marketplaces is very low but visibility very high
Competitors
Competitors are often already present on marketplaces and the challenge must be take in serious consideration.
Mono Brand - GoalsE - c o m m e r c e
II.Sales Goals
Activate a new value-added sales channel
Keep the channel away from the competitors and the retail channel
Maximize visibility on the web also through co-marketing
Increase the availability of references not available on the shelf
Support the Sales Network
Increase your average payout and total customer spend
Retain the medium term consumers
Activate a fast feedback channel with Consumers
Monitor real-time results and user feelings
Developing the online channel as a "trade" channel
Outsource the major eCommerce processes
Maintain coordination of all activities
III.CRM Goals
I. Barnd Goals
IV.Organization Goals
Strategic positioning evaluationE - c o m m e r c e
Price
Mass 1to1 / Retail
1.Large assortment
2.Lower prices lowering other channels (85-95) *
3.Brand recognizable for the customer
4.E-Shop brand strongly connoted
1.Pricing lower than other channels (85-95) *
2.Large assortment
3.Brand recognizable for the customer
4.Multi-channel options (eg delivery)
1.Assortment for specialized target
2.Assistance / Consulting
3.Valuable value services
4.Brand recognizable for the customer
5.Competitive pricing (90 -105) *
1.Specialized and distinctive assortment
2.Brand recognizable for the customer
3.Consulting / Scientific Content
4.Value services, integrated with the chain
5.Competitive Pricing (90 - 100) *
Service/Value
Strategic funnelE - c o m m e r c e
Leads
Prospect
Bronze clients
Silver clients
Gold clients
newsletter subscribers / fanpage / visitors (cookie retargeting)
Register to the site, non-Customers
Occasional Customers (1 purchase)
Recursive customers (turnover threshold x)
Customers Customers (billed
threshold y)
Acquisition Actions
KPIE - c o m m e r c e
It’s imperative to base our daily activities on key performance indicators (KPI) as success metrics that will best move the needle for business and focus your efforts
on optimizing them.
Most relevant and common KPIE - c o m m e r c e
Customer Lifetime Value (CLTV)
Shopping Cart Abandonment Rate
Cost per Acquisition
The number of people that started to put products into the cart and didn’t finalize the purchase
The value of an average customer during their entire relationship with your company.
The cost to spend to acquire a new lead/user/costumer
Churn rate
he percentage of customers who stop buying the products or that choose to unsubscribe newsleter/site
Conversion Rate
Average Order Value (AOV)
Repeat Customer Rate (RCR)
The average amount a customer spends when they place an order on your site.
The percentage of your site’s visitors who make a purchase
The percentage of customers who return to make a second purchase on your site.
Website Traffic
All visitors of your website
Conversion Rate 1/2E - c o m m e r c e
The conversion rate (CR) is a very important KPI and defines how many people visiting the site end up in a purchase.CR=Total Visitors/Number of purchases
The average CR in Italy is around 1% but this a very generic data. Each single shop has his own CR based on the industry, market share, mediamix, strategy, etc.
Conversion Rate 2/2E - c o m m e r c e
Usually the CR is directly related with:
• Quality of traffic led to the store• Brand trustworthiness• Shop awareness• Price competitiveness• Usability• Range of products
Average Order Value 1/2E - c o m m e r c e
Average Order Value (AOV) is one of the s-commerce pillar used to evaluate the viability and sustainability of the shop.
AOV = total revenue/number of orders
AOV and CR should be used together to calculate the number of visitors needed to achieve the given target.
Average Order Value 2/2 E - c o m m e r c e
Usually the AOV is directly related with:
• Products average price• Free shipping limit• Up&Cross selling strategies (bundles, recommended
products, etc.)
Customer Lifetime Value 1/2E - c o m m e r c e
The Customer Lifetime Value (CLTV)is the average value of a client during his entire life as costumer of the shop.This KPI needs some years (3 to 5) to be properly evaluated.CLTV have to be used with CR and AOV in order to plan a sustainable costumers acquisition cost.
Customer Lifetime Value 2/2E - c o m m e r c e
Usually the CLTV is directly related with:
• Service quality• Costumer service• Loyalty program• Contact strategy
Shopping Cart Abandonment Rate 1/2E - c o m m e r c e
How many costumers activate the checkout process and didn’t end up in a purchase.
There is a rate of SCAR that have to be considered as physiologic in the costumer behave and is around 70% after Baymard Institute data (https://baymard.com/lists/cart-abandonment-rate)
Shopping Cart Abandonment Rate 2/2E - c o m m e r c e
Usually the SCAR is directly related with:
• Shipping cost• Usability of the checkout process• Account creation usability• Prices of competitors• Available Payment methods• Post abandonment strategies
Cost per acquisition 1/2E - c o m m e r c e
Here we are with a pillar of the e-commerce flow.
Lead acquisition is the base of the e-commerce business and to acquire new leads is a cost. How to calculate the correct CPA?Depending on the business model it comes from the interaction between:
CR – AOV – CLTV
Cost per acquisition 2/2E - c o m m e r c e
Usually the CPA is directly related with:
• Media strategies• Media accurancy• Conversion strategies (convertibles, pop-up, marketing
automation, etc..)
TrafficE - c o m m e r c e
To generate traffic is crucial for every e-commerce web site.
We can generate traffic via:
OWNED MEDIA or PAID MEDIA trying to get EARNED MEDIA
Owned MediaE - c o m m e r c e
Owned media is any web property that you can control and is unique to your brand.
Paid MediaE - c o m m e r c e
Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned
media properties
CPM Vs. CPC Vs. CPA
Earned MediaE - c o m m e r c e
Earned media is essentially online word of mouth, usually seen in the form of 'viral' tendencies, mentions, shares,
reposts, reviews, recommendations, or content picked up by 3rd party sites.
Setup a digital media planE - c o m m e r c e
Define your business Objectives(Ex. brand awareness, increasesales, etc..)
Translate in to Digital Goal(Ex. increase the conversion rate, reduce churn rate, etc..)
Define main KPI and set as Goal in Analytics(Ex. abandonment rate, conversion rate, etc..)
Identify your target audience personas(Ex. Age, attitude, income, etc..)
Define your digitalstrategy for each channel(Ex. Age, attitude, income, etc..)
Contact PlanE - c o m m e r c e
The contact plan, along with the media plan, is crucial to defining how to contact, stimulate, and retain our
consumers.
Always TESTE - c o m m e r c e
Your plan is never going to be ideal from the outset. Now not every assumption you are making goes to be
accurate.Test and evaluate results
“We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every
important aspect of the customer experience a little bit better.”
Jeff Bezos– CEO @ Amazon
FidelizationE - c o m m e r c e
Social Media
Personalization
Offers
Clients want to feel valued and that they need to feel unique, so deliver them what they want with personalisation.
Social media is a effective shape of wom(word of mouth) advertising and marketing and as such, you must defend your reputation at all fees.
Unique offers and reductions are priceless for worthwhile clients and ensuring that they stay dependable
E-mail marketing
CRM
Costumer Care
To manage CRM actions is the best way to understand your costumer base in the deep
Email Marketing remains one of the best marketing gear that the ecommerce website has
Clients want to feel consideratedand safe during the shopping experience.