9 things we learned about eCommerce and SaaS

25
Click to edit Master title style 9 things we learned about eCommerce and SaaS June 2016 NearMe Services

Transcript of 9 things we learned about eCommerce and SaaS

Page 1: 9 things we learned about eCommerce and SaaS

Click to edit Master title style9 things we learned about

eCommerce and SaaS

June 2016NearMe Services

Page 2: 9 things we learned about eCommerce and SaaS

#1ECOMMERCE

IS NOT AN INDUSTRY

SECTOR

Page 3: 9 things we learned about eCommerce and SaaS

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

Page 4: 9 things we learned about eCommerce and SaaS

#2BRICK’N’MORTAR BEATS ONLINE IN

IN-STORE MARKETING

Page 5: 9 things we learned about eCommerce and SaaS

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

Page 6: 9 things we learned about eCommerce and SaaS

#3ONE

PITCH DOES

NOT FIT ALL

Page 7: 9 things we learned about eCommerce and SaaS

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

Page 8: 9 things we learned about eCommerce and SaaS

#4ONLINE MERCHANTS ARE NOT TECH SAVVY

Page 9: 9 things we learned about eCommerce and SaaS

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

Page 10: 9 things we learned about eCommerce and SaaS

#5TIME IS MORE

VALUABLE THAN MONEY

Page 11: 9 things we learned about eCommerce and SaaS

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

Page 12: 9 things we learned about eCommerce and SaaS

#6ECOMMERCE IS FLOODED WITH TOOLS AND TECHNOLOGY VENDORS

Page 13: 9 things we learned about eCommerce and SaaS

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

Page 14: 9 things we learned about eCommerce and SaaS

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

Page 15: 9 things we learned about eCommerce and SaaS

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

Page 16: 9 things we learned about eCommerce and SaaS

#7PET TRENDS DRIVE DEMAND

Page 17: 9 things we learned about eCommerce and SaaS

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

Page 18: 9 things we learned about eCommerce and SaaS

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?

Page 19: 9 things we learned about eCommerce and SaaS

#8HOW TO BE 10X BETTER

THAN COMPETITION

Page 20: 9 things we learned about eCommerce and SaaS

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?

Page 21: 9 things we learned about eCommerce and SaaS

IF NOT…

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

resources!

Page 22: 9 things we learned about eCommerce and SaaS

#9SAASNEEDS RETHINGKING

Page 23: 9 things we learned about eCommerce and SaaS

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

Page 24: 9 things we learned about eCommerce and SaaS

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

Page 25: 9 things we learned about eCommerce and SaaS

25

WE HOPE YOU FOUNDOUR LEARNINGS USEFUL