Understanding Your ECommerce Requirements - PushON

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Understanding Your eCommerce Requirements 0 Page

Table of Contents Scoping Requirements . 3 About the Business . 4 People and Stakeholders . 5 Skills Matrix . 6 Customers & Clients . 7 Competition . 8 Aspiration . 9 ERP – Enterprise Resource Planning . 10 Products . 11 Data Migration . 12 Regional Markets . 13 Review Platforms . 14 Market Places . 15 Payments . 16 Reporting . 17 Warehousing & Shipping . 18 Pricing . 19 Marketing Requirements . 20 Email Marketing . 21 CRM . 22 Other Functionality . 23 Analytics . 24 Hosting . 25 Creative . 26 1 Page

Objectives and Timelines . 27 Other Requirements . 28 Contact Details . 29 2 Page

Scoping Requirements How consumers expect to engage with your brand is moving apace, and the rules of eCommerce are changing because of it. Customers expect more from brands and retailers. They want convenience, personalisation, choice, and seamless experience, whether it is online or in-store. Understanding what your customers expect right now and their needs in the not too distant future are core to developing an eCommerce presence that will support your business. eCommerce is not just an issue of technology. It is about people both inside and outside the business. Do you have clarity as to who will need to use your website inside your organisation? Who will manage stock? What reports will finance require? Are all those who will touch upon the store adequately trained in using what is a powerful but complex tool? And if we are to consider technology, what systems need to be interconnected? What are you using for warehousing, for ERP, for integration with third-party systems? It is also imperative that your marketing team are engaged. For an eCommerce website not to have a marketing capability would be almost unthinkable. PushON will walk you through those key considerations when appraising and scoping out your next eCommerce website iteration. Below is a framework of key functional and technical specification items, which you should consider when looking to choose an eCommerce platform. We carry out this feasibility process to ensure we understand your business and that we are recommending the right solution for you now, and just as importantly, one that caters for your future needs, whichever platform you might select. Please note that although this checklist is comprehensive, there are almost always unique requirements for any eCommerce deployment. Please use this document as a conversation starter and record anything that occurs in addition. Thorough documentation leads to a more efficient project. 3 Page

About the Business Every business has at least some level of uniqueness. Though the business products or services may be identical to a competitor’s, the people and the customers will always be, to some degree, distinct. Ensuring that the project team as a whole has a deep understanding of the uniqueness of the business helps deliver the right service at the right time with the right tone of voice. Please provide a detailed description of the business that you are. The Business Notes Name of the company. Which business sector(s) do you operate in? What does your business do/sell? What websites/domains do you own? (Please list all) Current Annual Turnover per business or business unit. What percentage is delivered via eCommerce? Target Annual Turnover in the next 12-18 months. How much via eCommerce? Any other channels such as Amazon/eBay? Mission Statement (if you have one): What are the aims and values of your business? Do you have a Value Proposition that describes your business value to your customers? If so, can you share it? Which geographical markets do you operate in? Localised? Nationally? Internationally Do you have a marketing/business plan you can share (with objectives)? If not, what are the company goals/objectives for the next 12/18 months? Are there any particular business challenges that you face in the short to medium term that might impact on an eCommerce development? 4 Page

People and Stakeholders Projects run best if there is a clear understanding of roles and responsibilities. Inclusion of the right people, understanding their needs and the resource they have available is essential to smooth execution of the project. Some stakeholders will necessarily have active input on the project and others who need awareness of what happens in the project and when. Please detail those people below: Stakeholder Finance: IT: Project Director: Project Manager: Operations Manager: Warehousing and Logistics: Managing Director: / C-Suite Brand or Creative Manager: Marketing Manager: eCommerce Manager: Digital Marketing Manager Role Contact Details Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: Email Address: Phone Number: Location: 5 Page

Skills Matrix eCommerce is a particular business function that requires appropriate resource and skills to make it work well and achieve the financial results you expect. Honestly assessing your capability throughout the business and external suppliers will provide an opportunity to maximise your success. Whether the resource is internal or external, please provide a view from 1 (Poor) to 10 (Excellent) of where you believe your capabilities are at this time. Function Internal or External Assessment 1 (Poor) to Comments 10 (Excellent) C-Suite/Board Do the senior team have eCommerce/digita l expertise? eCommerce Platform Management Project Management Brand/Creative Marketing SEO Content and copywriting Email Paid Media Marketplaces Fulfilment Warehousing . 6 Page

Customers & Clients Having a clear understanding of who your customers are, help provide insight when building a website. Any interaction is well informed with a strong understanding of who your customers are and what interests them. This clarity is essential to the creative element of any eCommerce store, feeding into User Experience (UX). You should expect your marketing team to have input here. Customers or Clients Notes Describe your Customers. What qualifies them? - Age (if relevant) - Sex (if relevant) - Economic demographic (if relevant) - Location - Interests - Are they Businesses? If so, what type of businesses? 1) 2) 3) What is unique about your business that customers like? Do you have any insight as to how your customers might use your website? Sat at home or in the office? On the move via a mobile device? When do you think your customers will want to use your website in general? A time of day or certain circumstance? What else can you tell us about your customers? 7 Page

Competition A clear understanding of who your competitors are allows us to understand how we can match or better them in an eCommerce offering. What is it that they do well? Where do you see the opportunity to exceed their offering? Competitors Notes Consider your major competitors. 1) Name a. Website b. What’s good about them? c. What are they bad at? 2) Name a. Website b. What’s good about them? c. What are they bad at? 3) Name a. Website b. What’s good about them? c. What are they bad at? What are your Unique Selling Points (USPs) as a business over your competitors? 1) 2) 3) 8 Page

Aspiration As well as competitors, there will be brands that you admire or respect that execute their eCommerce strategy, their design, or their marketing particularly well. Please detail any businesses that you admire that you might emulate Brand Notes Consider your aspirational brands: Who Website What’s good about them? What are they bad at? Who Website What’s good about them? What are they bad at? Who Website What’s good about them? What are they bad at? 9 Page

ERP – Enterprise Resource Planning Many businesses use some form of an Enterprise Resource Planning tool for business management. Typical providers would include Oracle, Sage, Brightpearl, SAP, Microsoft Dynamics, and many others. ERP - (Enterprise Resource Planning) Notes Do you have an ERP? If so, please provide details of the system? Who owns this function in your business? Name Position Email Contact Number Are you considering changing the ERP? If so, why? Please provide a general overview of how you use ERP in your business Are you aware of any pre-existing platform integrations for your ERP? Any other details about the ERP system you use in terms of how you use it? 10 Page

Products Understanding your full range of products is often overlooked as part of an eCommerce development. When there has been a pre-existing development, it is often the case that product data may have become skewed over time. When we are talking about products, we are also thinking of them from a conversion and marketing point of view. Do your products require good quality images, and do you need to renew any? Some of those images might be 3D, or there could be videos. Products also need product descriptions and further specifying data. Be aware that this can be a huge task. Plan this early and start work on ensuring your data is in good order at the right time in the project. Poor product data management is one of the leading causes of project delivery delay. Many businesses use a Product Information Management tool or PIM. If you don’t do so already, this may be an excellent time to consider deploying one. Products Notes Do you have a PIM such as Pimberley, Akeneo or Oracle Who owns this function in your business? Name Position Email Contact Number How many Products/SKUs do you have? Are they physical product / digital products / both Are they simple / configurable / bundled / group products? How many attributes do your products have What product attributes (colour, size, material etc) do you have? Are there any unusual products we should be aware of? What are your best selling products? How many images per page do you have per product? Any other rich media requirements such as product 360's, video, manuals? Would you be able to send an example of sample (non-sensitive) data for technical assessment and feasibility? 11 Page

Data Migration Your customers will look for a seamless experience in transitioning to using a new website. They will want you to understand their previous relationship with you. From the straightforward elements of usernames and passwords remaining the same where possible, they will also want you to remember what they have bought and when. Have you considered the full range of data that describes the relationship with your customer? Various Data Notes Who owns this function in your business? Name Position Email Contact Number Do you use a particular data management tool? What needs migrating to the new website? Product Data as above? Customer Data What does this include? Transaction history? Please give an overview of what this includes. Usernames and Passwords Customer User Do you use any affiliate tools and if so, is there any affiliate data to migrate. If you run a loyalty scheme, is there any data that needs to be migrated? Describe any imagery/other assets you might not have already covered. 12 Page

Regional Markets Understanding where you operate commercially and what type of front you offer to a particular audience is likely to have a significant impact on the project. For example, if you operate in the UK and France, you will likely want a version of your UK website available for your French audience. There is undoubtedly a requirement for appropriate language to be used. If you are marketing in a different locality, how the appropriate website displays and is considered by search engines will be of critical importance to your marketing team. The locality is essential in organic search results. There may also be different requirements for how payments are taken, appropriate taxation and shipping. Regional Markets Notes Which geographic markets do you operate in? Please list all. For each location, please also indicate whether there are requirements for B2B, B2C and/or D2C. Will you need a localised version of your website? What languages do you have available to you and what languages might you need? What currencies do you use? Is your pricing based on a fixed price per country or an exchange rate? Do your products have any specific tax rules? Should any countries be excluded from website purchases? 13 Page

Review Platforms Reviews are expected by customers across both B2B and B2C. These are essential elements of establishing brand trust. There are a few well-known providers. Ensuring that you cater for appropriate engagement with reviews will impact on your ongoing credibility and will be of interest to your marketing team, particularly an SEO specialist. Reviews Notes Do you have reviews functionality? If so, which software do you use? Trust Pilot Feefo Reviews Another Are you considering changing provider? 14 Page

Market Places It is often the case that a business will sell via marketplaces such as Amazon, Wayfair, and eBay. Management of your eCommerce business is more efficient if these marketplaces are seamlessly integrated. Market Places Notes Do you also sell products via the following channels: Amazon Market Places Rakuten eBay Other How is each market place integrated? What software do you use, if any? Who owns this function in your business? Name Position Email Contact Number What sort of data feed do you use? Any particular technology or extension? 15 Page

Payments It is not unusual to have various payment providers for different circumstances. Some provide rapid and straightforward setups. Others may offer a better facility for deferred payment. Sometimes, it is a case of where you might get better rates for handling your payments. There will also be differences in which payment providers operate in different territories, and there is a consideration for how customers prefer to make payments in that locality. Payments Notes Which payment gateways are you currently using? Do you have a payment provider for deferred payment? Any nuances about taking payments? Recurring, bespoke payment options, different options. Which payment cards do you accept? If you have a B2B offering, do you offer invoice payment? Do you have a tiered payment system? Do you have a discount code facility? Are there any unique or unusually payment methods? 16 Page

Reporting Reporting is a function that is likely to be of interest to a wide range of people within your business. Where you take your reporting data from and which source you take to be the “truth” is something that needs to be clearly understood. You will likely need to engage with: Operations Finance Warehousing Marketing You will need to understand what is selling, for how much and when. You may need to understand what stock you have left in a particular location and whether you have stock in different locations. Your marketing team will want to understand how the website is being found from various channels and how those that find the website choose to interact. There are a wealth of opportunities for reporting on data. Deciding what you need will help you run your business efficiently. Where those reports come from is likely to vary as well. Some reports will be sourced from your eCommerce platform. Other reports might come from third-party tools such as Google Analytics, Hotjar or attribution tools like Ruler Analytics. Reporting Notes What reports do you currently use? Please detail: Financial Trading Marketing Conversion Operational Business Intelligence What other reports have you considered? 17 Page

Warehousing & Shipping WMS & Shipping Notes What WMS system do you currently use? If you don’t currently use one, are you planning to do so? Do you dispatch goods from an owned warehouse/facility or external logistics company? Do you use carriers, or do you have your own fleet? If carriers, which ones do you use? Do the carriers provide tracking information? How do you charge for shipping? By geography, weight, volume, or basket value? Do you drop ship? Do you deliver to different addresses even though ordered through one buying point? Do you have Click & Collect? 18 Page

Pricing How you price your product or service may be straightforward. It can often be complex based on a range of criteria. It may be that you offer discounts on bulk buying. Location is often an influencing factor on price. Subject to trade legislation, you may provide a different price in a different country. Taxation can be a complex issue, particularly if you trade in the United States, especially in terms of B2B. You may have a range of tiered pricing structures for your clients which may be dependent on the product range they take, the spend they make and a whole range of particular criteria. As long as there is clarity at a specification stage, that complexity can be dealt with. Failure to achieve clarity can lead to knots of complexity that take time and cost to unpick. Pricing Notes What pricing structures do you have? Do you have different pricing in different territories? Is there any form of VIP pricing? Will you have multiple stores? Does each store have different pricing and if so, how? Do you have a B2B website? Does it have tiered pricing? If so, how is that structured? What is the tax regime in your locality? What tax considerations do you have in other locations you operate in? 19 Page

Marketing Requirements How you build your eCommerce website will impact marketing and sales. As an example, the structure and code on your website will have some impact on how well that website performs in organic search. How the various pages are laid out will impact on how well customers convert into desired actions. Marketing Function Notes Is organic search part of your marketing strategy and if so, what initial requirements do you have? Are you running or intending to run and paid media strategies such as paid social media, PPC or display marketing? If so what? What part does social media play in your business and which channels do you use? LinkedIn? Facebook? Instagram? Twitter? Do you engage in content marketing? Are there any particular requirements for how this content is deployed? Is PR part of your approach? Does your PR team have any particular requirements? Do you engage in affiliate marketing? If so, which networks do you use and what requirements do they have? 20 Page

Email Marketing Email marketing is almost ubiquitous. An essential means by which you can keep in touch with your customers. Acquiring customers is an expensive part of marketing. Maximising the lifetime value of your customers translates to bottom-line success. How do you manage your email relationships? And what Email Service Provider (ESP) do you use? ESP Notes Which email service provider do you currently use? Are you aware of a platform integration? How many contacts do you have on the email database? Would you consider moving provider? Is the email contact list GDPR compliant? Do you know of an integration/extension with your platform? Does your ESP have any other capabilities that you use such as: Abandoned basket pick up? Personalisation? Recommendations? 21 Page

CRM Many businesses use a Customer Relationship Management (CRM) system at the heart of their business. This facilitates a business automating some of the interactions with the client based on data-driven decision-making processes. The nature of the CRM may be from quite light like HubSpot or something at an enterprise scale such as Salesforce or Microsoft Dynamics 365. CRM Notes What CRM do you use? Are you considering a new CRM? Are you considering integrating your CRM with your eCommerce platform? 22 Page

Other Functionality While there are many common elements of eCommerce, we expect to find that most businesses have some uniqueness that is not captured in what is a broad scope questionnaire. However, that uniqueness in functionality might well be the thing that differentiates you from your competitors in the view of your customers. Capturing that uniqueness at the earliest stage helps us understand the importance and complexity of any build requirements. Other Functionality Notes Loyalty schemes help keep your customers engaged and valued. That helps keep their spend with you. Do you have a loyalty scheme or is there one in the plan? Personalised shopping/Upselling may be delivered via a range of tools. Some may be external and quite often they may be part of the eCommerce platform. They act to understand the buying preferences of the individual and also to recognise buying behaviours of similar customers. Do you have any particular requirements in mind? Menus are a means of signposting and selling. There is much that can be done within the menu itself to enhance the user experience. Menus are also important in technical SEO requirements Understanding the “fit” of a product is common requirement and many websites have resources to calculate that fit. Do you have a need for a product calculator? Product Configurators help put together a range of products into custom arrangements that would support customers’ specific needs. Consider a custom road bike with the ability to specify wheels, colour, gears, brakes etc. Do you have any configurator requirements? Many websites use Live Chat to engage personally with customers. There are also sophisticated chat bots that can be used to help customers find what they need. Do you have a requirement for Live Chat? What else might you do that could be particularly unique? Other: 23 Page

Analytics Keeping on top of your data is critical for an efficient eCommerce business. Understanding what you use and ensuring that the data is at a minimum archived, but preferably effectively deploying your analytics packages across your new eCommerce website is ideal. There are many things you should be tracking from the basics of who visits your website and how they traverse it to how well they interact with a particular page. This is all data that will help your business be better. Analytics Notes Do you use a website Analytics Package? If so, which one? Do you have Google Search Console set up? Do you have Google Tag Manager set up? Are there any initial key metrics that are important to the business that you need to track? Schema - what schema do you want implementing? Sign up tracking - newsletters etc. 24 Page

Hosting How you host and where you host will impact the performance of your website. Typically, any complex eCommerce platform will need a particular solution and trained and certified personnel within the hosting support team. Many eCommerce platforms are either cloud-based or have a cloud option. Hosting Notes Who is your current hosting provider? Do they have platform specific certified engineers? Do you have burstable sales periods, which may require specific hosting requirements? Do you have a requirement for rich content (CDN) Is cloud hosting an option you would consider? 25 Page

Creative Consistent creative across all business assets that are in line with brand guidelines is an often-overlooked element of website development that needs control. Whoever handles the creative aspect, there needs to be a clear understanding of medium and delivery. Digital is different to print. Desktop is different from mobile. But consistency is essential. How you handle creative helps trust. Creative Notes Do you have brand guidelines? Where are your brand assets? Who handles brand and creative? Are there likely to be any brand updates in the next six months to a year? 26 Page

Objectives and Timelines Many elements will shape what you do. Budget is essential. As is the timeline. So often, too little time is allocated to a project to deliver something of complexity that is robust. However, it may be that a staged project may suit. Objectives and Timelines Notes What is the budget for this project? When ideally would you want the website to launch? Is there a time-critical event dictating the launch of the new website? Describe any seasonality in what you do? 27 Page

Other Requirements If there is anything that has not been covered in the preceding document, please detail it here: 28 Page

Contact Details simon@pushon.co.uk T: 44 (0161) 820 7628 M: 07900 224 764 Address Company Info PushON Ltd VAT Registration Number: 111-112 Timber Wharf GB 901 121 688 Worsley Street Manchester Company Registration Number: M15 4NX 05614768 29 Page

the appropriate website displays and is considered by search engines will be of critical importance to your marketing team. The locality is essential in organic search results. There may also be different requirements for how payments are taken, appropriate taxation and shipping.

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