Click to edit Master title style9 things we learned about

eCommerce and SaaS

June 2016NearMe Services

#1ECOMMERCE

IS NOT AN INDUSTRY

SECTOR

SMBs PASSION IS IN THEIR PRODUCTS

• SMBs have limited understanding about the rules of online commerce, digital marketing and technology

• Running eCommerce is often considered the necessary evil, that takes too much time from the “real” business I’m in fashion

business, not in

eCommerce

ONLINE IS A CHANNEL, NOT A TRADE

#2BRICK’N’MORTAR BEATS ONLINE IN

IN-STORE MARKETING

ONLINE IS JUST GETTING STARTED WITHIN-STORE MARKETING

*Source: UK Brands we love –survey, RapidCampaign 2015

…yet 50% of consumers only

make a purchase online when an offer

or promotion is involved*

Online stores are too often static & boring

SMBs can learn and adapt in-store merchandising and promotion tactics from brick’n’mortar who have done

it for 20-30 years

#3ONE

PITCH DOES

NOT FIT ALL

WE IDENTIFIED THREE DIFFERENT WAYS SMB MERCHANTS BUY

”Richard”: eCommerce expertI want measurable results and efficient execution

”Hannah”: Marketing specialistI’m looking for new, innovative ways to boost my marketing campaigns

”Charlotte”: Business ownerI want easy ways to secure sales and run tactical promotions

You need tailored messages and paths to purchase for each buyer persona

#4ONLINE MERCHANTS ARE NOT TECH SAVVY

9

• Have no in-house tech competence

• Want ready made solutions

• Need only a few features• Not capable of running

any IT projects• Have only basic

understanding of technology

• Have in-house tech competence

• Expect customizable solutions

• Interested in rich features

• Ready to plan and execute integrations

• Understand platform capabilities

90% OF SMBs 10% OF SMBs

90 / 10 RULE

90% of eCommerce merchants would rather buyready-made solutions requiring least amount of effortthan a do-it-yourself tool with great technical features

#5TIME IS MORE

VALUABLE THAN MONEY

TIME HAS BECOME MORE VALUABLE THAN MONEY

69 € + 60 mins

200 € + 10 mins

Merchants count time and effort into the total cost of service.

IS MORE EXPENSIVE THAN

#6ECOMMERCE IS FLOODED WITH TOOLS AND TECHNOLOGY VENDORS

TOO MUCH OF A GOOD THING WILL MAKE YOU SICK

SMB merchant needs to master 6-10 IT-systemsJUST to take orders and ship the products

In addition there are hundreds of productivity tools in the market

E.g. Magento:1,853

marketing extensions available

MERCHANTS ARE BOMBARDED BY TECH VENDORS – AND THEY HATE IT

Every week merchants receive calls from a dozen technology vendors proposing conversion improvement, customer engagement and sales promotion tools and solutions

MERCHANTS DON’T HAVE RESOURCES TO EVALUATE AND USE NEW TOOLS

They follow what their peers do and may listen to 1-2 trusted partners for recommendations

Many eCommerce merchants simply give up and don’t take advantage of the latest technology

#7PET TRENDS DRIVE DEMAND

EVERYONE LOVES PET TRENDS

• Industry has always “3-4 pet trends” that create the natural demand– Experts talk about them– Partners recommend and support– Peers are implementing => SNOW BALL EFFECT

• Current eCommerce pet trends are– Personalized recommendations– Marketing automation & email marketing– Mobile payment– Online customer service including chat

WHICH ONES? EASY TO SAY-WHEN? ALMOST IMPOSSIBLE

Industry has quite unanimous view on the future trends

…but the order and timing are very difficult to estimate

How do you hit the right window of opportunity?

Are you on or off trend?

#8HOW TO BE 10X BETTER

THAN COMPETITION

HOW TO BE 10X BETTER THAN COMPETITION

CUSTOMER VALUE = BUSINESS RESULTSTIME + RESOURCES + COST

• You don’t want to be 90% cheaper!

• Is your product REALLY 10x better than competition?

IF NOT…

Think how to deliver the same results with 1/10th of the customer’s time and

resources!

#9SAASNEEDS RETHINGKING

23

SAAS REVISITED

• Software tool• Subscription based• Do-it-Yourself• Feature driven• Customizable• IT-integration

• Ready made sales boosters

• On demand• Pay per

performance• Extremely easy• No IT, no integration

SOFTWARE-as-a-service SALES-as-a-service

SAAS 1.0 SAAS 2.0

24

EVOLUTION OF RAPIDCAMPAIGN

Promotion tool for online retailers

Marketplace of ready made sales boosters

Software-as-a-service Sales-as-a-service

SAAS 1.0 SAAS 2.0

25

WE HOPE YOU FOUNDOUR LEARNINGS USEFUL