Nestle Quick Wins Digital Commerce Conversion Workshop

QUICKWINSOMNICOMMERCECONVERSIONWORKSHOP

OBJETIVOSWORKSHOP I

•Claves >>

Profesionalización

•Claves >>

Experiencia deCompra

•Claves >>

CanalesAlternativos

•Claves >> KPI

Pilares >>

Infra &

Tecnologia

Pilares >>

Marketing360

Pilares >>

Operación &

Logistica

Pilares >>

Atencion alCliente

FOCOENDESARROLLOACTIVOSDIGITAL COMMERCE I

FOCOENDESARROLLOACTIVOSDIGITAL COMMERCE II

ECOSISTEMARETAILDIGITAL COMMERCE >> ROLES

ACTIVOS => ACTORES FUNNELRETAIL ECOMMERCE II

ACTIVOS => ACTORES FUNNELRETAIL ECOMMERCE II

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

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

ACTIVOSDIGITAL COMMERCE >> OPERACION & LOGISTICA

ACTIVOSDIGITAL COMMERCE >> ATENCIONALCLIENTE

ACTIVOSDIGITAL COMMERCE >> ATENCIONALCLIENTE

ACTIVOSDIGITAL COMMERCE >> ATENCIONALCLIENTE

ACTIVOS => FUNNELRETAIL ECOMMERCE I

RETAIL ECOMMERCE

SKUs

Clientes

CLIENTES• CPC• CPA• ORGANICO

SKUs• MARKEPLACE• SOURCING

ACTIVOSDIGITAL COMMERCE >> PROFESIONALIZACION I

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

ACTIVOSDIGITAL COMMERCE >> CASOMKPL I

ACTIVOSDIGITAL COMMERCE >> CASOMKPL II

ACTIVOSDIGITAL COMMERCE >> CASOMKPL III

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%

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

22

ICP Assessment

Diagnosis

Scope Definition

Deliveries & Sign Off

Planning Session

Roadmap Development

7 dias

DEFINICION => QUICKWINSROADMAP

24

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

25

TOOLS

26Source: https://drive.google.com/open?id=1BSULsdXP9NlOTLyXlSg10XSRNRxRNNLcVnFCqVC6Ep0

CUSTOMERPROFILE => EVALUACION

27

28

BACKOFFICE FRAMEWORK

29Source: https://drive.google.com/open?id=1Rg7SiMk4aEBelOXCaIJHP2be0ueCahdqBSKgCKFfI0M

5 4 3

4 3 2

3 2 1

LOW MED HIGH

LOW

MED

HIGH

MATRIZDEPRIORIZACION

SMARTSHEET => INICIATIVASDELROADMAP I

https://docs.google.com/spreadsheets/d/1Nb3S2y3UEDLPZ7OxKuXtVNk7YaqwjFeEeXiR3sXsD6o/edit#gid=0

31Source: https://app.smartsheet.com/b/home?lx=zvQu1XDTQWpnd_cFSRMrXA

SMARTSHEET => INICIATIVASDELROADMAP II

32

DASHBOARD I => SETKPI BACKOFFICE

https://drive.google.com/open?id=1Rg7SiMk4aEBelOXCaIJHP2be0ueCahdqBSKgCKFfI0M

DASHBOARD II => CANVASBUSINESSMODEL

https://drive.google.com/open?id=0B7xkd6qiq5M1NjlXRzBNODdPTEE

http://ecommerce.institute/ecommerce-report

ECOMMERCEREPORT => INDICADORESPERFORMANCE

35

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

PRACTICO > +20 Funcionalidades Aumentar la Conversión

Ir a Presentacion + 20 Funcionalidades para Aumento de la Conversión eCommerce Conversion

PRACTICO > +20 Casos paraAumentar la Conversión

Ir a Presentacion +20 Casos para Aumentar la Conversión +40%

A B

CONCLUSIONES

39

MUCHASGRACIASY SEGUIMOSONLINE

marcos@vtex.comwww.vtex.com

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

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 <marcos@pueyrredonline.com>

El autor permite:Compartir - copiar, distribuir, ejecutary comunicar públicamente la obra citando el autor

No se permite su uso comercial y larealización de obra derivadas, a no sea ser que seobtenga permiso expreso del autor.

LICENCIADECOPY LEFT