Nestle Quick Wins Digital Commerce Conversion Workshop
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Transcript of Nestle Quick Wins Digital Commerce Conversion Workshop
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QUICKWINSOMNICOMMERCECONVERSIONWORKSHOP
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OBJETIVOSWORKSHOP I
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•Claves >>
Profesionalización
•Claves >>
Experiencia deCompra
•Claves >>
CanalesAlternativos
•Claves >> KPI
Pilares >>
Infra &
Tecnologia
Pilares >>
Marketing360
Pilares >>
Operación &
Logistica
Pilares >>
Atencion alCliente
FOCOENDESARROLLOACTIVOSDIGITAL COMMERCE I
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FOCOENDESARROLLOACTIVOSDIGITAL COMMERCE II
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ECOSISTEMARETAILDIGITAL COMMERCE >> ROLES
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ACTIVOS => ACTORES FUNNELRETAIL ECOMMERCE II
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ACTIVOS => ACTORES FUNNELRETAIL ECOMMERCE II
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ACTIVOSDIGITAL COMMERCE >> INFRAESTRUCTURA
VTEX Scalable Cloud Infrastructure
Infrastructure Cost
Large capital expenditure
Opportunity cost
You just lost customers
Projected demand
Actual demand
Hardware response
Cloud response
Time
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ACTIVOSDIGITAL COMMERCE >> MARKETING 360
CEM Trigger - Casos de Uso
Categoría visitadaProducto visitado
Items adicionados al carrito
Palabra buscada
Ticket medio del carrito
Etapa de checkout
Perguntas customizadas
después de la venta
VTEX Asset Management (DAM)
Cualquier información
integrada al sistema
Producto comprado
“En cuanto en EEUU la tasa de recompra llega al 40%, en Brasil es apenas del 31%. Otro dato importante es el ticket de recompra, que llega apenas a U$ 110 contra U$ 180 en los EEUU. Esto demuestra que Brasil no sigue las buenas prácticas para retención de clientes, que está comprobado que es máseconómico que el costo de adquisición.”
Fuente: Forrester Retail eCommerce
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ACTIVOSDIGITAL COMMERCE >> OPERACION & LOGISTICA
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ACTIVOSDIGITAL COMMERCE >> ATENCIONALCLIENTE
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ACTIVOSDIGITAL COMMERCE >> ATENCIONALCLIENTE
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ACTIVOSDIGITAL COMMERCE >> ATENCIONALCLIENTE
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ACTIVOS => FUNNELRETAIL ECOMMERCE I
RETAIL ECOMMERCE
SKUs
Clientes
CLIENTES• CPC• CPA• ORGANICO
SKUs• MARKEPLACE• SOURCING
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ACTIVOSDIGITAL COMMERCE >> PROFESIONALIZACION I
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ACTIVOSDIGITAL COMMERCE >> CASOTCO
TCO* Year 1 Year 2 Year 3 Year 4 Year 5
Total costs of Infraestructure and Hosting $460,800.00 $552,960.00 $691,200.00 $770,194.28 $876,096.00
Gateway, Search Appliance and Recommendation $40,285.71 $49,628.57 $63,642.86 $72,707.14 $84,741.43
New versions costs $218,400.00 $327,600.00 $327,600.00 $436,800.00 $436,800.00
Deploy and merge costs $50,400.00 $75,600.00 $75,600.00 $100,800.00 $100,800.00
Technical Support $60,000.00 $60,000.00 $60,000.00 $60,000.00 $60,000.00
Team to bug fix and corrections $168,000.00 $105,000.00 $126,000.00 $147,000.00 $168,000.00
PCI Compliance and year renovation $800,000.00 $400,000.00 $400,000.00 $400,000.00 $400,000.00
Business consulting $180,000.00 $270,000.00 $405,000.00 $405,000.00 $405,000.00
Total $1,927,485.71 $1,765,188.57 $2,073,442.86 $2,291,701.43 $2,430,637.43
Takerate (5 years TCO) 10.71% 6.54% 5.12% 4.35% 3.55%
AssumptionsTime
Year 1 Year 2 Year 3 Year 4 Year 5
Traffic 6,000,000 7,200,000 9,000,000 10,028,571 11,407,500
Pageviews 48,000,000 57,600,000 72,000,000 80,228,5710 91,260,000
Conversion rate 1% 1.25% 1.50% 1.75% 2.00%
Orders 60,000 90,000 135,000 175,500 228,150
AOV $300.00 $300.00 $300.00 $300.00 $300.00
Incomes $18,000,000.00 $27,000,000.00 $40,500,000.00 $52,650,00.00 $68,445,000.00
“El TCO en Brasiles casi el 9%”
Forrester Retail eCommerce in Brazil
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ACTIVOSDIGITAL COMMERCE >> CASOMKPL I
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ACTIVOSDIGITAL COMMERCE >> CASOMKPL II
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ACTIVOSDIGITAL COMMERCE >> CASOMKPL III
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ACTIVOSDIGITAL COMMERCE >> CASOFUNNELCARRITO
Marketing Online $ 40.000,00 12,03% Online marketing $ 34.857,14 5,19%
Conversion 1,50% Conversion 2,31%
AOV R$ 399,10 AOV R$ 415,00
Visitas 55.555 Visitors 48.412
Visitas Orgánicas 23.809 Organic Visitors 30.952
CPC R$ 0,72 CPC R$0,72
Tasa de Aprovación 70% Approval rate 88%
Facturación (Payed) R$ 332.591,00 Income (Payed) R$ 464.191,00
Ingresos (Organic) R$ 142.539,00 Income (Organic) R$ 296.778,00
Incomes R$ 475.130,95 Incomes R$ 760.969,00
Net revenues R$ 332.591,67 Net revenues R$ 671.175,30
Res
ulta
dos
CASO 1R
esultsCASO 2
+ 54% conversion rate
+ 30% SEO
+ 25% approval
+ 4% AOV Assum
ptions
Supu
esto
s
Increased results in 6.8%
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OBJETIVOSWORKSHOP II
Ayudar a un retail a aumentar sus ingresos, en
términos de facturación total (%) o pedidos de
cantidad (trx) y / o rentabilidad a través del
canal omnicommerce
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ICP Assessment
Diagnosis
Scope Definition
Deliveries & Sign Off
Planning Session
Roadmap Development
7 dias
DEFINICION => QUICKWINSROADMAP
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IP0:Definition (2days) =>Diagnosis, Objectives, Goals & KPI’s
IP1: Planning (3 days) => Business Overview (Canvas Model +Scope SetUp
IP2: Building The Roadmap (2 days) => Activities / Initiative +Prioritization List +RoadmapOverview & Sign-Off
IP3:Go Live (0day) =>Go Live
ETAPASDEUNQUICKWINSROADMAP
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TOOLS
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26Source: https://drive.google.com/open?id=1BSULsdXP9NlOTLyXlSg10XSRNRxRNNLcVnFCqVC6Ep0
CUSTOMERPROFILE => EVALUACION
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BACKOFFICE FRAMEWORK
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29Source: https://drive.google.com/open?id=1Rg7SiMk4aEBelOXCaIJHP2be0ueCahdqBSKgCKFfI0M
5 4 3
4 3 2
3 2 1
LOW MED HIGH
LOW
MED
HIGH
MATRIZDEPRIORIZACION
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SMARTSHEET => INICIATIVASDELROADMAP I
https://docs.google.com/spreadsheets/d/1Nb3S2y3UEDLPZ7OxKuXtVNk7YaqwjFeEeXiR3sXsD6o/edit#gid=0
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31Source: https://app.smartsheet.com/b/home?lx=zvQu1XDTQWpnd_cFSRMrXA
SMARTSHEET => INICIATIVASDELROADMAP II
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DASHBOARD I => SETKPI BACKOFFICE
https://drive.google.com/open?id=1Rg7SiMk4aEBelOXCaIJHP2be0ueCahdqBSKgCKFfI0M
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DASHBOARD II => CANVASBUSINESSMODEL
https://drive.google.com/open?id=0B7xkd6qiq5M1NjlXRzBNODdPTEE
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http://ecommerce.institute/ecommerce-report
ECOMMERCEREPORT => INDICADORESPERFORMANCE
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eCommerce REPORT 2016 https://es.slideshare.net/pueyrredonline/ecommerce-report-powered-by-vtex
Quick Wins Handbook https://drive.google.com/open?id=1hc_QSPdQk_Po6Moe-l81oeSO3m8cHnK4VW_amN6e9Tc
Canvas Business Model (optional) https://drive.google.com/open?id=0B7xkd6qiq5M1NjlXRzBNODdPTEE
Set KPI’s Backoffice https://drive.google.com/open?id=10iZ9YtI4jdPeRypGVp-2XAzAaG0gFdoLfbak8mCHYzY
Roadmap (Smartsheet) https://drive.google.com/open?id=1Rg7SiMk4aEBelOXCaIJHP2be0ueCahdqBSKgCKFfI0M
MATERIALDEAPOYOYCONSULTA
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PRACTICO > +20 Funcionalidades Aumentar la Conversión
Ir a Presentacion + 20 Funcionalidades para Aumento de la Conversión eCommerce Conversion
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PRACTICO > +20 Casos paraAumentar la Conversión
Ir a Presentacion +20 Casos para Aumentar la Conversión +40%
A B
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CONCLUSIONES
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MUCHASGRACIASY SEGUIMOSONLINE
Twitter: @vtexonline
blog personal: www.pueyrredonline.comwww.linkedin.com/in/pueyrredonwww.facebook.com/pueyrredon
skype: pueyrredonlineTwitter: @pueyrredonline
Mg. Marcos PueyrredonGlobal VP Hispanic Markets VTEX
Presidente eCommerce Institute
http://www.linkedin.com/in/pueyrredon/es
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Este documento está protegido bajo la licencia Reconocimiento – SinObraDerivada 2.5 deCreative Common (http://creativecommons.org/licenses/by-nc-nd/2.5/ar/)
Copyright© 2017 Marcos Pueyrredon <[email protected]>
El autor permite:Compartir - copiar, distribuir, ejecutary comunicar públicamente la obra citando el autor
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