Defining Your eCommerce Future

You are struggling to make decisions around how to invest in your eCommerce Channel for the following reasons...

1. You are not sure what the experiences need to look like to drive engagement.
2. You are not sure what the eCommerce priorities are to assist with a focussed investment plan.
3. You are not sure what eCommerce Platform is the best fit for your business.
4. You are not sure what other technologies need to be introduced (such as Marketing Automation).

Does this sound like you?

You are not alone. In fact, 90% of businesses around the world suffer the same problems.

The anxiety that comes from change in the eCommerce channel stems from the absence of Strategic Planning that must first happen.

This planning process needs to define (in normal business language) what the eCommerce channel must look and behave like in order to support and amplify business wide strategies.

Why is this important?

Research proves, the closer the eCommerce channel is to aligning to business strategy, the greater value it adds across the entire business.

For example, the business has weaknesses which can be eliminated with the right treatment of the eCommerce channel. But this only happens if a strategic approach to planning happens first!

This is what Greg Randall's Strategic Planning process gives you. A clear and concise commentary of what your eCommerce Channel needs to look and behave like to drive business wide growth.

None of the recommendations that come from this process is "Greg's" personal views. This process is a comprehensive "Customer Listening Device".

This methodology is designed to listen intently to two groups...

1. The business' customer (this drives retention activities)
2. The target prospect or target consumer a business wants to acquire in the future (this drives acquisition)

To activate the "listening disciplines" core to this methodology requires multiple sources of data.

Some examples...

1. Behavioural Analytics (like Google Analytics) to uncover performance issues and understand "What" is happening.

2. Consumer demand research to understand what the market wants and needs.

3. One-on-one interviews with front-line sales staff and support teams to understand the customer/consumer pain points at that moment when he/she has buying intent.

4. The analysis of Live Chat conversations, social interactions, incoming emails.

This perfect blend of qualitative and quantitative data sets provides clarity as to every issue, why it's happening, and what needs fixing.

Understand why direct one-on-one interviews with customers do not work.

There are two other sources of information that inform the outputs in the final document:

Business Strategy:

What does the Executive team and the Board want the business to look like in the future to reach targets?

This strategic context influences decision making and prioritization of how the eCommerce channel must evolve.

eCommerce/Digital best practice:

How can all these changes be applied so they work effectively?

eCommerce Best Practice is the glue that binds everything together. If best practice is not embedded in all recommendations, none of the changes will come to life in a way that will add business value.

Greg Randall has authored 5 books on eCommerce/Digital best practices.

Interested in learning more about this planning process? Call Greg on mobile 0477 723 474 or email greg@commaconsulting.com.au now.