Build a Thriving eCommerce Business with Magento
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Transcript of Build a Thriving eCommerce Business with Magento
BUILD A THRIVING E-COMMERCEBUSINESS WITH MAGENTOFeb 2014
A Quick Introduction about CLEARgo
CLEARgo’s Proposition:
The Brand eCommerce Agencythat delivers eCommerce success for clients
CLEARgo Services
PLANE-Business
Strategy
BUILDOnline Branding,
User Experience & Technology
GROWPerformance Marketing,
CRM & Conversion Optimization
OPERATEDay-to-day Management
of the Online Business
Our Clients
Official Magento Solution Partner
As Magento Solution Partner, CLEARgo provides Magento site design and development, customized modules development, Magento hosting, and multi-channel solution that integrates with Magento and eBay.
Building your eCommerce presence
Key Elements in Planning Your eCommerce Presence
Order & FulfillmentManagement
Merchandising& Inventory Mgmt
CustomerCare
Branding &Channel Marketing & CRM
eCommerceTechnology
What you need to look for when planning your eCommerce siteHow would you scale your businessSupported Countries / Languages / Currencies / Dispatch Centers
What you need to look for when planning your eCommerce siteHow would you scale your businessSupported Countries / Languages / Currencies / Dispatch Centers
What you need to look for when planning your eCommerce siteHow would you scale your business - Single Site vs. Multi-Sites / Multi-Stores
What you need to look for when planning your eCommerce siteWhat devices will consumer use - Responsive Design / Mobile Version
What you need to look for when planning your eCommerce siteHow consumers would shop your products - Site-wide filter / Quick finder
Quick Finders
What you need to look for when planning your eCommerce siteHow consumers would shop your products - Product Search & Filter
What you need to look for when planning your eCommerce siteHow consumers would shop your products – Selecting sizes, colors, etc.
What you need to look for when planning your eCommerce siteHow consumers would shop your products - Product Attributes
What you need to look for when planning your eCommerce siteHow consumers would shop your products - Product Bundles
What you need to look for when planning your eCommerce siteHow consumers would shop your products – Subscription Purchase
What you need to look for when planning your eCommerce siteHow consumers would shop your products - Product Information
What you need to look for when planning your eCommerce siteHelp consumers to make up their mind to check out
Create urgency to check out
Free Shipping Qualification
Additional Checkout Methods
Help Available Now
Confidence in Checkout
Push for Higher AOV
What you need to look for when planning your eCommerce siteImprove the checkout process - social connect & guest checkout
What you need to look for when planning your eCommerce siteImprove the checkout process – store pick-up / select delivery time
What you need to look for when planning your eCommerce siteImprove the checkout process – accepting various payment methods
What you need to look for when planning your eCommerce siteAbility to run promotions flexibly
• Product-based promotions
• Shopping cart-based promotions
• Customer segment-based promotions
What you need to look for when planning your eCommerce siteIntegration requirements
eCommerce
ERP
CRM
Analytics
WMS
OMS
What you need to look for when planning your eCommerce siteScalability & Availability of your eCommerce Infrastructure
• Scalability• Availability• Performance• Security• Backup
Deciding the right eCommerce platform
Factors in deciding your eCommerce platform
• Ability to fit your immediate requirements
• Ability to grow with your business
• Initial investment & maintenance cost
• Technical resource requirements & availability in the market
eCommerce platforms in the market
Very small sellers Very large sellers
Very simple requirements
Very complexrequirements
Mostly used by major International brands with complex requirements and significant online business.Cost over US100k for licensing a year. Investment usually cost around USD300k-1M to begin with.
One of the popular Enterprise option due to relatively cheap licensing (USD15k per license per year) and rich features. Typical investment at around USD50k-100k to begin with.
One of the popular open source options for expandability and no licensing cost. Typical investment at around USD20-50k to begin with.
Open source or inexpensive SaaS platforms for rather small sellers. Typical investment around USD1k-20k to begin with.
Different types of eCommerce platforms
• SaaS-based– For small business: Shopify, Magento Go, etc.– For large business: Demandware
• Open source license– Magento Community, Prestashop, etc.
• Commercial license / open source– Magento Enterprise
• Commercial license / non-open source– ATG, IBM Websphere Commerce, etc.
Magento is the most popular platform for Alex’s Top 1M sites
http://www.magentocommerce.com/blog/comments/magento-is-the-leading-ecommerce-platform-for-alexas-top-1m-sites/
Magento is popular across different scales
Top 10k sites Top 100k sites
Top 1M sitesSource: Builtwith.com All sites
Explaining Magento
Different Magento Versions
• SaaS-based• US$15-125 / mo• Suitable for small
sellers only• Limited capability in
customization & integration
• Open source license• No license fee / Free!• Need your own
infrastructure• Rich feature set and
fully customizable• Large number of 3rd
party plug-ins
• Commercial license with open source
• Around US$15,500 per license
• Need your own infrastructure
• Enterprise level product with better performance, security, advanced features, support, etc.
Key Magento Features
Attract & Convert• Get Found with SEO Support• Dynamic Customer Segmentation• Flexible Marketing Promotions• Targeted Promotions based on Segments• Custom Coupons• Recommendations, Cross & Up Sell based
on flexible rules• Product Reviews• Automated Email Marketing Reminders
Make Buying Easy• Multi-Site, Multi-Lingual, Multi-
Currency Support• Flexible Product Setup• Search Engine with Apache Solr• Advanced Product Filtering• Multi-Devices Support• One-Page Checkout• Flexible Payment & Shipping Options• Returns Management Support
Retain Customers• Loyalty & Reward Programs• Private Sales to VIP Members• Custom Gift Registry, Gift Cards & Store
Credits• Email Platform Integration
Scale, Manage & Custom Integration• High Performance Scalable Architecture• PA-DSS Compliance & Encryption• Full Page Cache• Custom Customer Attributes• Content Staging and Merging• Fully Customizable• Ability to Integrate with ERP & CRM Systems
Enterprise-only features highlighted in Red
Fundamental Magento ConceptsGlobal | Site | Store | Store View
The Magento Dashboard
Managing Orders
Managing Products
Managing Products – Setting Price
Managing Attributes & Attribute Sets
Managing Customers, Attributes & Groups
Managing Dynamic Customers Segments
Managing Promotions
Magento Connect
Custom Module Development
Implementation Process
Project management methodology
Assimilate all marketplace, brand, competitive, consumer & market information relevant to the engagement objective
Prioritize opportunities & define resources, clarify client needs
Refine & document technical specifications, information architecture, creative design comps etc…
DefineDiscover Design Develop Deploy
Build elements required to implement the solution, Extensive QA
Deliver the final solution. Deploy measurement strategy to refine efforts, Maintenance, Extensive QA
The goal of our process is to provide consistent procedures for all engagement steps which encourage usage of best practices, while providing clients with greater clarity of expectations, weekly progress reports, and a higher degree of project organization. Our process helps us achieve on-time and on-budget solutions.
Discover
DefineDiscover Design Develop Deploy
At the initial stage of our engagement, CLEARgo will work with client to perform the following:
• Business objectives & targets• Brand positioning & online audit• Consumer analysis• Competitive analysis• Demand provisioning
Discover
DefineDiscover Design Develop Deploy
Client needs to decide on the business strategy of the e-commerce store, which includes the following:
- The branding & product mixes of the shop- Store brand / Product brands / Categories- Personas development
- Target markets & audience- Country/language combination
- Logistics & customer service management- Shipping methods, pricing & returns policies
- Flat-rate / table-rate / customized calculations
- Payment methods
Define
• Define branding and creative brief• Define information architecture and user experience flow• Confirm if there is any unique site functionality or advanced functions that
requires customized development on Magento• Define user segment requirements (e.g. general vs. VIP vs. trade customers)• Identify integration requirements & workflow
(shopping process, integration with backend system such as ERP system, POS system, third party system etc.)
• Define administrative functionality and requirements• Define product types, formats & attributes
DefineDiscover Design Develop Deploy
Define – Information Architecture
• Set up site map • Prepare a detailed taxonomy of all
elements of the e-Commerce site• Define a unique and clear label for
each item in taxonomy• Highlight important items and place in
higher location in site map
DefineDiscover Design Develop Deploy
Design
• Information architecture design• Creative design• Technical design
DefineDiscover Design Develop Deploy
Design – Functional Design / Wireframe
DefineDiscover Design Develop Deploy
To facilitate information architecture design. Our UI team will create wireframe for each page to communicate and confirm with client on content & functionality
Design – Functional Design / Wireframe
DefineDiscover Design Develop Deploy
Design – Creative Design
DefineDiscover Design Develop Deploy
• Mood board• Initial creative concepts• Layout & template design
Develop – frontend & backend
• Install Magento site in development server• Extension selection for advanced functionality• Extension development for customized functionality• HTML production for Frontend layout• Template integration• System integration with 3rd party systems
DefineDiscover Design Develop Deploy
Develop - Magento Configuration
• Setup product categories and attributes • Setup store and contact information• Setup HTML email template for transactional email
o Client provide contents• Setup shipping method such as table rate or flat rate• Setup payment options such as paypal• And other build in features……
DefineDiscover Design Develop Deploy
Deploy
• Data Inputo Sample products will be created in system for client to follow and input products
o CVS will be provided for batch input o Client provide content / translation such as shipping policy, About Us, etc. to replace
dummy content
• UATo User acceptance testing will be conducted before the site launch.o The purposes are system testing, debug and proofreading
• Deployment & Launcho After confirm the site is ready to launch, the system will be deployed to the
production/live server and launch to public
DefineDiscover Design Develop Deploy
Timeline for Development (reference only)
Develop / DeployDesign
An
aly
sis
Tech
nic
al
3-4 weeks2-3 weeks 8-10 weeks
Discover / Define
Key Outputs: • Draft Site Map
• Detailed Design Doc.• Final Site Maps and
Information Architecture
• Positioning Statement• Use Cases• Navigation
• Discover Document• Brand Themes
• Site Launch
Info
rmati
on
A
rch
itect
ure
• First Site Prototype
• Translate Business Requirements
• Review Business Plan• Target Audience & Demog. Analysis
• Technical Requirements - Production Environment
• Final Technology Selection
• Backoffice System & Payment Gateway Integration
• HTML Design
• Revised Creative
• Copy Writing
• Magento Module Development• Template Integration
• Data Population & Migration
• Quality Assurance & UAT
• Magento Configurations• Integration & Customization Design
• Site Maps & Work Flow• Functional Requirements
• Content• Schematics
• Use Case development
Case Studies
Our Magento Enterprise ExperienceSuper Book City http://www.superbookcity.com
Project Highlight• Based on Magento Enterprise• Over 1 million SKUs• Integration with SAP, Membership system, DRM, etc.• Highly customized fulfillment & return process implementation• Fully redundant infrastructure implementation
Our Magento Enterprise ExperienceCartridges Direct http://www.cartridgesdirect.com.au
Project Highlight• Based on Magento Enterprise• Migration from previous .Net platform• Integration with Microsoft Dynamics NAV• On-going optimization• Abandoned cart recovery with SaleCycle
Our Magento Enterprise ExperienceJebsen Fine Wines http://www.jebsenfinewines.com
Project Highlight• Based on Magento Enterprise• Integration with Oracle ERP & WMS
Our Magento ExperienceProactiv
BackgroundSince its launch in Hong Kong in 2011, Proactiv has become the most popular acne solution in town. Following its launch through traditional channel, Proactiv is looking to sell online to provide better service to its Proactiv Club members.
SolutionWorking closely with Proactiv, CLEARgo provided Magento-based e-commerce solution that is tailored to Proactiv’s requirements, including the Proactiv Club membership features, and product subscription with recurring payment, mobile e-commerce, etc.
Our Magento ExperienceResponsive Web Design for Puzhen http://www.puzhen.com
THANK YOUfor your time & attention
For more information, please contact:
Charles [email protected]
+852 9470 6088
http://www.cleargo.com