Mind map
Driving incremental sales via eCommerce
Map content
Driving incremental sales via eCommerce
Direct / Indirect
- Owned eCom
- Via distributors
- D2C
- Subscription models
- One-time purchase
- 3rd party eCom - Amazon, Alibaba, IndiaMart, TradeIndia, Industry Buying
- via distributors
- D2C
- Owned eCom
Challenges
- Online / eCom platforms can drive top of the funnel activities BUT conversion is a question mark
- Incentive to purchase online - price/benefits
- Product feedback & customer testimonials to facilitate customer's decision making
- Experiential marketing and building user experience (tangible)
- Confidentialy of data - e.g price (some may be contracted) - easily replicable by competition
- Password protection / sign-in only areas
- Highlight/Emphasize on differentiation - value offering (on demand consultation by our expert team)
- Driving traffic to 3rd party eCommerce sites and to the Loctite products
- Content optimization
- SERP optimization
- Media spend & preferred partnerships
- How to drive customer needs to solutions (product consultancy)
- Marry content marketing with customer purchase journeys basis different verticals
- Online adhesive training schools / academies
- Account / vertical based marketing
- How to avoid overlap / cannibalization / overlap with existing distribution model
- Select products for online sales
- Price parity with existing distributors if same products are sold
- How do we tackle variations in customer ordering process from org to org
- Address extent of standardisation
- Standardize ordering process based on 80:20
- How do we compete on price/features vs competition?
- Product selection filters based on feature competitive vs price competitive
- Special line of products (only available online) in tune with price level of competition but higher in features & quality
- Logistics, MOQ
- Transparency on stocks
- Order size vs COGS
- Fullfillment
- How to tackle owned vs Henkel distributor channel vs 3rd party channel strategy
- Platform parity vs disparity
- Global price transparency / deviation and discount parity
- Standardising pricing mechansim world over
- Geographic limitations of product delivery / supply
- Avoid cross SBU impact
- Limit cross SBU canabalization
- Cross SBU contract agreements with 3rd parties
- Organization not gearted today
- Additional resources
- Supply chain structure
- Online / eCom platforms can drive top of the funnel activities BUT conversion is a question mark
Opportunities
- eCommerce only product line - Value range
- Limited / selected portfolio of products
- Differentiation in Loctite vs value range portfolio
- Reach expansion to unaddressed pockets
- Fulfillment to unaddressed pockets
- Consultation on demand to unaddressed pockets
- Build your own adhesive online - personalization
- Reliability of self-made (custom) adhesive formula
- Requirements to be collected objectively - metrics, material, etc
- Ease of personalization
- 3D printing
- Ability to serve more number of customers at lower cost
- Initial investment required
- Platform to be customizable
- Customer data generation
- Personalization based on online buying behavior
- Cross-selling
- Upselling
- Recommendations based on what other's have bought
- Exclusive offers
- Faster product launches to market
- Measurability
- Mktg spend optimization
- ROI studies
- eCommerce only product line - Value range
Segment
- Mid market
- Small users
- Value / bulk buyers
Information
- Description
- Mind Map on Driving incremental sales via eCommerce, created by Vinay Ravindranath on 10/07/2017.
- Created by
- Vinay Ravindranath · Jul 2017
- Updated
- Jul 13, 2017
- Views
- 16
- Rating