Synthrone 102016
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The document outlines the complexities and challenges of ecommerce, highlighting the lack of global players and varied business models across regions. It emphasizes the need for a comprehensive solution, Synthrone, designed to streamline the ecommerce process from audits to content management. Synthrone aims to standardize and optimize ecommerce operations through its online platform, improving brand visibility and performance measurement.
![Understanding complexity I The process
AUDITS eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
What is my landscape? (eRetailer
mapping) – where should I play?
What assortment is current being
sold at given eRetailers?
What is my current content quality
vs. competition and category
standards? What is my brand
visibility (vs competition?)
What is my usage of eRetailers
functionalities (vs. competition)?
What is my content consistency?
What functionalities of platforms do I
use?
Are there differences between
platforms (desktop/mobile/app) and
eRetailers and countries?
What kind of content do I already
have in stock?
What content delivery and storage
tools do I use?
What are the legal restrictions and
eContent mandatories for a given
market?
Which framework should I use
(defined by delivery method, mobile,
design requirements, platforms
capabilities)?
Do I have a shopper insights for a
given market?
What are the technical requirements
of selected eRetailers?
What are the assets delivery tools
available/used by selected
eRetailers?
What is the preferred input data
format?
What is the level of support each
eRetailer require to bring eComm
assets live?
What is the process and timing for
“going live” procedure?
How can I influence visibility in
search and navigation listings?
Which SKU and eRetailers should be
included in activation plan?
What are eRetailers communication
capabilities, that I should use?
What assets & functionalities should
be used for activation?
What should be the role [timing &
budget] of each eRetailer?
How to set up proper KPIs & ROI
expectations per eRetailer/ per
activation?
How to compare results from
different eRetailers?
What types of measuring tools are
allowed/available per eRetailer?
What types of data should be
analyzed?
How to make conclusions basing on
different data?
How to optimize/take actions basing
on data from different eRetailers?
Can I use 3rd party measurement
tools?](https://image.slidesharecdn.com/synthrone102016-161018225525/85/Synthrone-102016-12-320.jpg)
![Conclusion
The complexity of eCommerce competence brings several gaps across all the stages and areas from data analysis to
post-deployment optimization.
The gaps might be divided into key areas:
- standardization – lack of common processes and procedures
- unification – lack of comparable data
- centralization – [lack of “the one ring to rule them all”] one eCommerce process the services dispersed ecosystem
All those gaps could be covered by a service that would be able to introduce new standard in terms of eCommerce: be
able to deliver against the whole end to end eCommerce process while being flexible enough to meet any type of
technical/procedural expectations that would come from different 3rd party partners anchored
The service that can answer mentioned needs and fill existing gaps is called Synthrone – the ultimate solution for
eCommerce.](https://image.slidesharecdn.com/synthrone102016-161018225525/85/Synthrone-102016-17-320.jpg)
![The service I About the service
Synthrone is a service designed to answer all of the needs and challenges that may appear during the eCommerce end-to-end process,
starting from audits and data analysis, via content production, on unified optimization ending.
The service is available as an online platform where brands, agencies and any other 3rd party partners may analyse, create, deploy,
manage, amplify, monitor&measure in a standardized and comparable way eCommerce assets across all relevant markets.
Synthrone is design in very flexible way in order to meet expectations of different partners that may appear on any level of
eCommerce end-to-end process.
Synthrone is dedicated to support eCommerce business regardless to the operations level: for local markets it is a everyday use tool
that allow to fully support eCommerce assets across eRetailers, for regional and global level Synthrone is a unique decision making
support service: by delivering coherent&conclusive data regarding specific markets eCommerce presence and their performance.
Synthrone is available in a Software as a Service [SaaS] model with monthly payments depending on account configuration.](https://image.slidesharecdn.com/synthrone102016-161018225525/85/Synthrone-102016-19-320.jpg)
Synthrone 102016
- 1. New York, October, 2016 The ultimate eCommerce solution
- 2. Agenda
- 3. Agenda Introduction Understanding complexity Understanding perspectives Conclusion The service New perspectives
- 4. Introduction
- 5. Stable growth and more significant share of eSales in total retail sales – across all key regions eCommerce growth and market share
- 6. Active research prior to purchase What online or offline research did people do prior to their recent purchase?
- 7. Sales influencers: web & mobile Digital, and especially eCommerce (huge databases of information on products) more and more heavily influence traditional sales!
- 8. Summary Key points: - Commerce grows as a channel - Research prior to purchase becomes a standard - Users run their research online, starting from eCommerce - Digital influenced sales is estimated to grow very fast - eCommerce as an objective source of product information is estimated to grow even faster Challenge for brands: how to be properly present in eCommerce to influence both online and offline (web or mobile influenced sales)?
- 10. Understanding complexity I The channel There are no global players in eCommerce: Amazons coverage and shares differ per geography (only 2% ms in China). Every country and region has different list of key eRetailers, those lists differ per categories. There are different business models in every region: from marketplace to pure B2C. There are different purchase streams: desktop vs. mobile vs. dedicated application eRetailers engines are constructed differently: - Path to purchase – in the UK most users purchase via Shopping lists (49%), in the US it is mostly internal search engine - Category: users act differently for a single purchase of big value and repetitive purchases (CPG/FMCG) - Every eRetailer generates listing differently (popularity, sales, personal interest) - Every eRetailer allows different type of content - Every eRetailer has different functionalities - Every eRetailer has different communication and targeting
- 11. Understanding complexity I Dimensions eRetailer landscape (many players vs. few players) Mobile (APAC: mobile first vs. Europe: desktop first) eRetailer and market business model (market place vs. B2C eCommerce) Omnichannel (pure players vs. bricks & clicks) Legal eContent requirements (mandatory elements in the eContent) MARKET CATEGORY eRETAILER Category purchase type (single vs repetitive purchase, b2b vs b2c) Category eContent standard Category average SKU price level eRetailer eContent capabilities (only basic vs. full rich eContent) eRetailer functional&technological capabilities eContent Delivery form for eRetailer (content syndication tool vs eRetailer CMS e.g. Amazon Vendor Central) eRetailer communication capabilities and targeting options
- 12. Understanding complexity I The process AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT What is my landscape? (eRetailer mapping) – where should I play? What assortment is current being sold at given eRetailers? What is my current content quality vs. competition and category standards? What is my brand visibility (vs competition?) What is my usage of eRetailers functionalities (vs. competition)? What is my content consistency? What functionalities of platforms do I use? Are there differences between platforms (desktop/mobile/app) and eRetailers and countries? What kind of content do I already have in stock? What content delivery and storage tools do I use? What are the legal restrictions and eContent mandatories for a given market? Which framework should I use (defined by delivery method, mobile, design requirements, platforms capabilities)? Do I have a shopper insights for a given market? What are the technical requirements of selected eRetailers? What are the assets delivery tools available/used by selected eRetailers? What is the preferred input data format? What is the level of support each eRetailer require to bring eComm assets live? What is the process and timing for “going live” procedure? How can I influence visibility in search and navigation listings? Which SKU and eRetailers should be included in activation plan? What are eRetailers communication capabilities, that I should use? What assets & functionalities should be used for activation? What should be the role [timing & budget] of each eRetailer? How to set up proper KPIs & ROI expectations per eRetailer/ per activation? How to compare results from different eRetailers? What types of measuring tools are allowed/available per eRetailer? What types of data should be analyzed? How to make conclusions basing on different data? How to optimize/take actions basing on data from different eRetailers? Can I use 3rd party measurement tools?
- 14. Understanding perspectives BRANDS PERSPECTIVE eRETAILERS PERSPECTIVE AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT I would like to know what are the available options on my market. How to start? Shall I do it by myself/should my agency do it for me? What data should I expect? How much could it cost? The results I get from my network doesn’t seem to be right. Most of the brands assets come from my network, some of my eComm assets might be delivered locally. I want to have eCommerce assets that are in line with my brand. I don’t want to over invest. My network syndication solution is not preferred on my market. I have no budget to rework content received from the network to fit eRetailers needs. I can not manage many eRetailers by myself. I know just the basic options that are possible in eCommerce for activation. I have no idea, how to be more visible in listings I have no idea if those options are available at my eRetailers. I have no clue how the activations perform in eCommerce. What measures should I use. My network requires from me data that eRetailers on my markets are not willing to share. How do I know that the data I receive from eRetailers are not pumped. I know my shop very well, I am aware what my competitors are doing. I am not running any brands presence audits. I analyse my statistics regularly, I want to increase my sales and ROI. Most of the assets does not fit my shop technical requirements. I have no time/assets to rework eCommerce content received from all of the brands. Each hour I spend on content preparation decreases my margin. I don’t feel comfortable with external inserts in my shop. I would like to receive eContent in a fit for use form, with no additional work from my side. I am open for an external support in terms of eContent management. Activations increase the attractiveness of my eShop and increase my search index. There are many options in terms of activations in my eShop. I know what works best for each category available in my eShop. Data sharing is something that might have negative impact on my business. There are some data regarding my eShop performance that I am now willing to share.
- 15. ” Understanding perspectives I Brands thinking There is a lot of hype around ecommerce and at the same time so much to do. Realistically I have no resources to be omnichannel, eCommerce-ready, personalized brand. There are so much complexity within fragmented eCommerce sphere that we can not realistically manage such a challenge.
- 16. Conclusion
- 17. Conclusion The complexity of eCommerce competence brings several gaps across all the stages and areas from data analysis to post-deployment optimization. The gaps might be divided into key areas: - standardization – lack of common processes and procedures - unification – lack of comparable data - centralization – [lack of “the one ring to rule them all”] one eCommerce process the services dispersed ecosystem All those gaps could be covered by a service that would be able to introduce new standard in terms of eCommerce: be able to deliver against the whole end to end eCommerce process while being flexible enough to meet any type of technical/procedural expectations that would come from different 3rd party partners anchored The service that can answer mentioned needs and fill existing gaps is called Synthrone – the ultimate solution for eCommerce.
- 19. The service I About the service Synthrone is a service designed to answer all of the needs and challenges that may appear during the eCommerce end-to-end process, starting from audits and data analysis, via content production, on unified optimization ending. The service is available as an online platform where brands, agencies and any other 3rd party partners may analyse, create, deploy, manage, amplify, monitor&measure in a standardized and comparable way eCommerce assets across all relevant markets. Synthrone is design in very flexible way in order to meet expectations of different partners that may appear on any level of eCommerce end-to-end process. Synthrone is dedicated to support eCommerce business regardless to the operations level: for local markets it is a everyday use tool that allow to fully support eCommerce assets across eRetailers, for regional and global level Synthrone is a unique decision making support service: by delivering coherent&conclusive data regarding specific markets eCommerce presence and their performance. Synthrone is available in a Software as a Service [SaaS] model with monthly payments depending on account configuration.
- 20. eCommerce information gathering The service I Features Synthrone aggregates features that address whole end-to-end eCommerce process: eCommerce brand presence, competitors audits, category audits, strength of eShelf, findability, position on category listing, eMarket coverage, eCommerce presence performance, path to purchase, eShelf quality eContent administration, eContent management, eContent formatting, eContent update, eContent maintenance, eContent one-time clean up, Any type of eContnet delivery method that will make assets go live: eContent syndication – with an existing partner or solo, eRetailers CMS, structured .zip files, HTML files, manually at eRetailers, technological support during deployment eContent updates, eContent formatting, eContent edition, eContent reconfiguration, eContent testing, eContent Available formats mapping, assets preparation, testing, eSampling Data monitoring, data analysis, KPI set up, results vs. KPI, Real time eCommerce assets management eContent production Activation creation and management eContent delivery at eRetailers eCommerce assets measurement
- 21. The ecosystem
- 22. New perspectives AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT I know how to run an audit. I understand the methodology. I can compare results and my markets performance in time. All the assets are organized. With one tool I can manage my assets. I can create a eCommerce asset by myself or together with my agency in no time. We can implement changes when the need comes with no delays. With few clicks I can check what is the required content form by a specific eRetailer and send it to eShop in no time. I can also select only eRetailers that are working with my network syndication preferred solution. I understand how to influence my products visibility I know what are the options. I can run my activations really smoothly. I need much less time to run the activation than ever before. I receive data that are relevant for my brand and my network. I can track performance of my eComm assets. I know what can I can expect. Finally brands have clarity about their eContent quality and I am not flooded with questions. I have additional information regarding brands in my eShop. The assets I received are finally fit for use. I save so much time and money. It is very convenient since – I can focus on my eShop development. I have one provider who prepares eConetnt the way my eShop needs it. When I am stuck I receive support that shortness the process and saves money Now finally the activations are not mess anymore. Everything is structured and well managed. I am able to run more activations in more efficient way. I feel comfortable with standardized way of data sharing regarding eComm assets performance in my eShop. BRANDS PERSPECTIVE eRETAILERS PERSPECTIVE
- 23. The service I Introduction AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT Automatized auditing and reporting
- 24. The service I Introduction AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT Feasybility check Brand presence Ratings and reviews Shelf strength
- 25. The service I Introduction AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT Content formattingContent storage tool
- 26. The service I Introduction AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT Remotely by sending files in expected format Remotely within eRetailer’s CMS system
- 27. The service I Introduction AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT Optimization of visibility in search on category name eSamplingUsage of Cross Recommendations
- 28. The service I Introduction AUDITS eCONTENT PRODUCTION eCONTENT DELIVERY VISIBILITY & ACTIAVTION MEASUREMENT HEATMAP CONFETTI SCROLLMAP OVERLAY MULTIPLEUSERSRECORDING INDIVIDUALACTIONSRECORDING
- 30. The service I Reports dashboard Main dashboard is the first screen after log-in. Dashboard aggregates the most relevant information regarding the services that are available for a specific account. Charts that compose the main dashboard are modular: the order and presented data are editable and can be rearrange according to users needs/account type
- 31. The service I Reports dashboard The dashboard present several most important information and might differ depending on the type of a user: brand, agency, eRetailer. First charts focus on most general data like geography or methodology while next present changes of selected parameters in time. All the details are available with one click on a specific chart.
- 32. The service I From global to local Very simple and intuitive navigation allows brands to analyse data from different perspectives: from very broad on global level to quite detailed referring to local analysis.
- 33. The service I Clear reporting Reporting is also available in comparison view that can be modified and adjusted accordingly to users needs. The detail level of presented analysis can be also adjusted to users requirements.
- 34. Thank you!