The document discusses focusing on customers rather than competitors or profits. It notes that being customer-focused allows companies to pioneer rather than wait for competitors. It also discusses how there are companies focused on charging more versus those focused on charging less, and that the latter should be the goal. The rest of the document provides examples of reasons customers want to purchase dresses and hourly sales data for a fashion retailer. It concludes with suggestions for improving the customer experience in ecommerce.

1. Follow the customer, not the
money
EcomTeam 2016

3. • If you're competitor-focused, you have to wait until there is a
competitor doing something. Being customer-focused allows you to
be more pioneering.

6. • There are two kinds of companies, those that work to try to charge
more and those that work to charge less. We will be the second.
Jeff Bezos

8. Vreau sa vand rochii pentru ca:
• Vreau sa fac un profit de x lei.
• N-am bani sa platesc salariile, taxele si chiria.
• Am 40 de rochii pe stoc de 6 luni.
• Am target sa le vand intr-o luna.
• Concurentii mei vand foarte bine rochii rosii mai scumpe.
• Am vazut ca se poarta rochiile rosii vara asta.
• Seful mi-a spus sa cresc rata de conversie, sau trebuie sa imi caut
alt job.

10. • Mi-am schimbat culoarea parului.
• M-am despartit de curand si vreau sa arat
bine cand ma intalnesc cu ex-ul sa ii dau
cheile.
• Ies in oras cu sotul sa aniversam 3 ani de
casatorie.
• Ies la un first date.
• A venit o colega noua in echipa care arata
al naibii de bine.
• A venit un coleg nou in echipa care arata
al naibii de bine.
Vreau sa cumpar o rochie pentru ca:
• M-am ingrasat cu 3 kg.
• Am slabit 3 kg.
• Imi place sa intorc priviri pe strada.
• Mi-am cumparat o pereche de pantofi superbi.
• Merg la un interviu de angajare.
• Saptamana viitoare merg la o petrecere la care
vin si cativa fotbalisti de la Steaua.
• Am descoperit un stil nou care imi place.
• Pentru ca vreau sa ma simt bine. Life is shitty
enough without this nice red dress.

11. Source: 2Parale.ro data
4.47%
2.60%
3.22%
5.30%
6.65%
6.23%
6.58%
5.58%
6.44%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
#sales / hour Feb 2016

12. Edi Emil Dan
Suport Online
Magazin

13. Ideas to go
• Solve a problem, but not YOUR problem.
• Use data for decisions. When data’s not available, ask your customers.
• Live support 18.00 – 24.00.
• Use ALL your touch points with customers to create a great experience.
• Focus on acquiring first time online shoppers.
• Ecommerce = commerce PLUS technology.

14. • The best customer service is if the customer doesn't need to call you, doesn't need to talk to
you. It just works.
• If you do build a great experience, customers tell each other about that. Word of mouth is
very powerful.
Jeff Bezos
• Stop over marketing your customers.
• Start over understanding them.
• Dorin.boerescu@2performant.com
• Twitter.com/boerescu
• Linkedin.com/in/boerescu