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5 min read

E-Retail Fest Key Takeaways

November 12, 2021
,
Gaurav Reddy
UK Leaving EU Container

A conference on eCommerce retail strategies

Where?: ExCel London

When?: 10th of November 2021

What?: Retail eCommerce strategies to grow your business to the next level

  1. The last two years of e-commerce (Covid & Brexit)
  2. Using cLTV to scale your brand as an Amazon Seller
  3. Conversational commerce and smart chatbots
  4. Leveraging the Amazon A9 algorithm
  5. Getting the customer experience right
  6. The benefits of using an Amazon agency (Hire vs Outsource)
  7. Tackling Amazon warehouse restrictions (3PL's and SFP)
  8. The basic rules for loyalty programmes
  9. Amazon DSP
  10. Using 3D & AR in e-commerce for immersive experiences
  11. SWOT analysis of B2B channels
  12. Traits of successful crowdfunding campaigns

1. FRUUGO


Hakan Thyr (CRO of Fruugo) - Marketplace and Global Brands enthusiast. Expert on eCommerce numbers and forecasts


  • Demand is Global but it is not evenly distributed. It is important for sellers to make their products available globally to take advantage of localised spikes in demand.
  • During Covid, some retailers took their online stores and made them into fulfilment centres. Eg : Boots pharmacy.
  • With people working from home, there has been a definitive shift in online orders from evenings to during work hours.
  • The last two years have seen an increase in demand for home delivery over click and collect.
  • eCommerce has seen a demographic change, with an increase in visitors online from 18 - 24 and 65+.
  • A resilient supply chain is a competitive advantage, Covid and Brexit have taught us that we need to prepare to be prepared.


2. NOZZLE

Rael Cline (Founder) - Data Savvy Amazon pro. Expert on Amazon Customer LTV


  • For D2C E-commerce sellers, customer retention is key and understanding your customers is the starting point.
  • A 1 % increase in customer retention leads to a 7% increase in profit.
  • Repeat Order Rate is too vague, measuring cross/up sells and trial conversions provides a deeper insight.
  • Understanding your Customer Lifetime Value is essential for informing how much you can spend on customer acquisition.
  • It is also key to measure how much it costs to keep your customers.


3. NIBBLE

Rosie Bailey (CEO at Nibble Technology) -  Overlooked corporate retail investments and acquisitions. Passionate about tech and retail


  • Conversational commerce is becoming a more popular and more effective way of selling.
  • Conversational commerce can also lead to a deeper understanding of your customers.
  • It is important for chatbots to use simple language.
  • To avoid confusion, customers want to know if they are chatting with a robot, not human.
  • Hence, chatbots should have a personality, but not too much. 
  • It is Key to use ‘I don’t understand’ as an opportunity to offer helpful guidance instead.


4. SELLER SESSIONS


Danny McMillan (Founder of Seller Sessions) - famous for its events and podcasts. Show stealer for anything Amazon in the EU Scene

  • 70% of Amazon shoppers pick from the first page.
  • First three items displayed usually account for 64% of picks.
  • A9 - Amazon’s search powers the majority of its sales.
  • If you get a higher conversion rate, Amazon will favour your campaign.
  • The Ad Placement Algorithm relates to the Order History and Conversion Rates. Therefore, optimising your listings to increase conversions is critical.
  • Geo-ranking is done on a zip code level. A third party app may show you ranking #1, but across different zip codes you can vary between #1 - # 1000.
  • Amazon’s most valuable asset is a prime customer.


5. PRIMIS


Rebecca Griffiths - Ex-Amazon Fashion and Luxury Expert. eCommerce advisor for multiple renowned companies. Customer experience evangelist


  • Customer Experience is how a customer perceives your brand across every interaction they’ve had with you
  • CX Mapping exercise are key - customer journey mapping templates are available on Shopify


Post Purchase CX journey is the most important

  • Improved post-purchase with branded email communication that includes tracking information.
  • Explore alternative communication methods (SMS, WhatsApp, Messenger).
  • Tracking Portals are really available but lack personalisation in the CX journey (don't just hand customers off to parcel carriers).
  • 57 % of customers will not recommend a business with a poorly designed website.
  • CSAT, TTR and NPS are ways to measure customer experience.

6. ETOPIA CONSULTANCY

Asha Bhalsod - Managed Amazon channel for the multi-million Melissa and Dougs toy company. Ex-Amazon


Who should you hire?

  1. E-commerce Account Manager
  2. Analyst
  3. Marketing Manager
  4. Admin Support

Pros of hiring an internal team

  • Build and retain internal knowledge
  • Lower costs

Pros of hiring an Amazon agency

  • Saves time
  • Improves Efficiency
  • Not all good agencies are Amazon agencies



7. Olsam


Nish Udayakumar (VP investments at Olsam) - Worked at Amazon UK managing FBA and SFP programme teams until May’21.


What are the solutions?

  • Consider a composite approach of 3PL and FBA.
  • Understand how to increase limits and raise cases with seller support - create removal orders.
  • Seller Fulfilled Prime (SFP).

Benefits of 3PL with SFP

  • Re-stocking limits don’t apply.
  • For multichannel sellers it is easier to sell off Amazon and keep all inventory in one place.
  • It can be beneficial to use SFP in conjunction with FBA Prime.
  • Other FBA quirks don’t apply like removal orders and items getting lost by Amazon.

Recent SFP Changes

  1. Daily Cut off times - customer facing cut off times to 3 pm, seller facing cut off moved to 4 pm.
  2. Mandatory weekend collections.
  3. Supports multi-warehouse functionality.


8.  SWAPI

Pete Howroyd (CEO) Years of experience in customer retention, loyalty programmes, and customer data intelligence.

  • The Loyalty Market has 7.6 billion members.
  • 10,000 Loyalty Programs growing by 8% per year.
  • 16 Trillion points accumulated each year.
  • Many points go unredeemed.
  • Partnerships are powerful - they lead to a 40% increase in spending frequency, 25% increase in spend per customer and a 12% increase in customer acquisition.
  • Innovation is key in loyalty, members want you to engage with emerging tech.

Understanding what your customers want is key - Relevance and Personalization

9. ACORN-i

Ross Caveille ( Founder of Acorn Intelligence )- a tech-based Amazon Agency. Ex-Amazon GM of DSP EU.

  • Amazon DSP is not as good as other DSP’s.
  • Sponsored Ads and Display complement each other.
  • Leveraging Amazon search advertising with display can reach more customers.
  • It is a good practice to start with the customer and work backwards.
  • Leverage custom built audiences and Amazon dynamic creative solutions. The latter will lead to a 23% rise in purchases.


10. POPLAR STUDIO


Ingrid Orstadius ( VP Commercial ) - Evangelist of immersive technologies in modern eCommerce

  • Use 3D & AR for engaging and interactive product experiences .
  • Immersive technology can benefit small medium retail e-commerce channels.
  • We are headed to the Metaverse which is the successor state of today’s internet (3rd wave).
  • By 2025, AR usage will triple up to 1.5 billion.

Why use AR in E-commerce?

  • 75% of consumers expect retailers to offer AR.
  • Viewing 3D models in AR increases conversions by up to 250%.
  • AR increases customer engagement.

Challenges

  • There is a fragmented ecosystem of tools.

11. ANKORSTORE

Emmanuelle Brizay ( Partnerships Advisor ) at Ankorstore. Seed and early stage investor for retail and tech businesses

Benefits of wholesale as a growth channel

  1. Ability to scale.
  2. Control distribution.
  3. Network fefects.
  4. Increase distribution more widely.



12.  SEEDRS

Katherine Gilroy ( Senior Associate at Seedrs )- Passionate about crowdfunding and helping female founders.


  • Crowdfunding is a great way to raise money.
  • It democratises fundraising and is often faster than going to Angels and VC’s.
  • Crowdfunding is a great marketing tool that can turn customers into advocates.
  • Having a strong brand and engaged community is key to success.
  • Early stage companies will usually give out 15-25% equity.
  • Crowdfunding should start with your primary network putting in money followed by your business community, this will show traction towards your fundraising goal and give confidence to Seedrs investors.