Pres:Basics of Ecommerce - Introduction

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Basics of Ecommerce - Introduction

Basics of Ecommerce - 1. Introduction

Title Basics of Ecommerce - 1. Introduction
Target group Students, Beginners
Topics ECommerce Basics
Go to slideshow Go to print version

Public summary

Goal of this course lesson is to help students understand what the basics of ecommerce, omnichannel & the customer journey.

The lesson is divided into 3 parts:

  • Dutch European and Global ecommerce figures. The students do not need to know the figures by rote but they do need to have a feeling of the size of the markets. Here the student also needs to set-up a weblog for the first time. (50 minutes)
  • The movie of “De Week Draait Door” (Dutch only) gives a good insight into the history of the Internet and ecommerce. Alternative movie in English: The rise of silicon valley. (50 minutes)
  • The last part focusses on the rise of omnichannel and the customer journey and includes two videos and several class discussions & exercises. (50 minutes)

The course can be offered in one and two hours (skip the movie).

Slides

  • Ecommerce in the Netherlands
  • Ecommerce in Europe & Global
  • Defining ecommerce
  • The history of the Internet & ecommerce
  • From single to omnichannel
  • The Customer Journey
Logo Ecommerce Foundation1.png 3


Notes

What have you bought online recently? Why? What did you like in the purchase process and what did you not like (what can be improved)?


TMM Q1 2016.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q1 2016 6


Devices TMMQ1.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q1 2016 7


Kopersgroepen TMM Q1.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q1 2016 8


Aankopen TMM Q1.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q1 2016 9

Notes

In the first quarter of 2016 40,8 million purchases were done online. This is a growth of 19%. Of all purchases, 6% is done online.


Online markt in cijfers.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q4 2015 10


Which product segments are bought most online?

Question Mark.jpg
Logo Ecommerce Foundation1.png 11


Online aandeel binnen het betreffende marktsegment op basis van bestedingen.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q4 2015 12


Aantal marktsegmenten waarin online gekocht wordt.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q4 2015 13


Via which device do you buy online?

Question Mark.jpg
Logo Ecommerce Foundation1.png 14


Gebruik devices bij online aankopen.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q4 2015 15


Gebruik betaalwijzen onder online kopers.png
Logo Ecommerce Foundation1.png Source: Thuiswinkel Markt Monitor Q4 2015 16


What are the biggest ecommerce markets within Europe?

Question Mark.jpg
Logo Ecommerce Foundation1.png 17


European Infographic 2016.png
Logo Ecommerce Foundation1.png Source: Ecommerce Europe, European Overview Report 2016 18


What are the biggest ecommerce markets globally?

Question Mark.jpg
Logo Ecommerce Foundation1.png 19


Global B2C Ecommerce Infographic V2.pdf
Logo Ecommerce Foundation1.png Source: Ecommerce Europe, Global Overview Report 2014 20


Set up a workblog in Wordpress.

Look on the Internet for a proper definition of ecommerce.

Post this definition on your blog (think about B2C, B2B, C2C).

Wordpress logo.png
Logo Ecommerce Foundation1.png 22


Ecommerce is trading in products or services using computer networks, such as the Internet.

Definition.png
Logo Ecommerce Foundation1.png Source: en.wikipedia.org/wiki/Ecommerce 23



Different types of ecommerce.png
Logo Ecommerce Foundation1.png Source: Dave Chaffey, Digital Business & ECommerce Management 6th edition, December 2014, Chapter 1. 24


Notes

Multiple formats: AH XL, AH normal, to Go Channels: Store, home delivery, mobile, paper (=allerhande).


Usage:

  • 1.5 million downloads
  • 350,000 active users
  • 60% women

Create a shopping list

  • Online, mobile & via tablet
  • View 10,000 recipes
  • Read product data
  • Access News
  • Find a store nearby
  • Get the best deals
  • Customer services support
Appie Albert Hein Mobile App.png
Logo Ecommerce Foundation1.png Source: http://prezi.com/k2e9l2n4g6mg/appie/ 29


What are the strengths & weaknesses of stores versus online shopping?

Question Mark.jpg
Logo Ecommerce Foundation1.png 30


What companies do you consider best practices in omnichannel? Why?

Class Assignment.jpg
Logo Ecommerce Foundation1.png 33


Why should you serve your customers across all channels?

Class Assignment.jpg
Logo Ecommerce Foundation1.png 34


Offline versus Online channels 2012 versus 2025.png
Logo Ecommerce Foundation1.png Source: Forrester, Profiling the Multichannel Customer, July 2009 35


  • Look on the Internet for a proper definition of the customer journey.
  • Post this definition on your blog (think about B2C, B2B, C2C).
Customer Journey according to Google.png
Logo Ecommerce Foundation1.png Source: Google, Customer Journey 36


Notes

A new definition of the customer journey, based on research by McKinsey: This changes where a company wants to spend its marketing.


A description of modern multichannel behavior as consumers use different media to select suppliers, make purchases and gain customer support.

Definition.png
Logo Ecommerce Foundation1.png Source: Dave Chaffey, Digital Business & ECommerce Management 6th edition, December 2014 38



Support:

  • Different users
  • Different goals
  • Different channels
  • 24 / 7
Omnichannel challenges.gif
Logo Ecommerce Foundation1.png 40

Notes

With multiple channels the customer journey can become very complex to support.


Create a customer journey for a company you know well.

Select a customer segment.

  • Which customer journey phases do you distinguish?
  • What touch points should support which phase?
  • What services should each touch point support in which phase?
Class Assignment.jpg
Logo Ecommerce Foundation1.png 41


The End.jpg
Logo Ecommerce Foundation1.png 43