Matthew Kwan, Principal Consultant of Adams presented a lot of insights at the seminar on October 26, 2016 at the Hong Kong Retail Management Association of the seminars series of Successful e-Tailing in the MobileAGE.

1. Ideal e-Shopping Experience
for Returning & Repeat
Customers
以E-SHOPPING顧客體驗羸取顧客
2016/10/26
Copyright © 2016. Adams Company Limited. 1
The Hong Kong Retail Management Association
Successful e-Tailing in the MobileAGE Seminars
『M』世代零售營銷實戰講座系列
Matthew Kwan 關廣智
Principal Consultant, Adams
www.facebook.com/matthew.news
2016/10/26

2. DISCLAIMER 聲明
Copyright © 2016.
Adams Company Limited
本內容版權所有，未經許可，不得翻印或向外傳閱。
No part of this document is allowed to reprint or circulate publicly.
Copyright © 2016. Adams Company Limited. 22016/10/26

3. Contents
• How to build a successful online shopping experience?
• How to increase first time purchases conversion for
your online shop?
• How to design loyalty and membership program for
Return/Repeat/Refer purchases?
Copyright © 2016. Adams Company Limited. 32016/10/26

4. Omnichannel Retailling
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5. Digital Shopping Experience
2016/10/26 Copyright © 2016. Adams Company Limited. 5

6. The Store of the Future
2016/10/26 Copyright © 2016. Adams Company Limited. 6

7. How to build a successful
online shopping experience?
2016/10/26 Copyright © 2016. Adams Company Limited. 7

8. 7Success Factors of e-Commerce
1. Site design
2. User-friendliness
3. Product range
4. Pricing level
5. Payment methods
6. Shipping options
7. Delivery of goods
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In order to run a successful online
store it is especially important to
gain loyal customers as well as
to keep those customers
satisfied.Friday 20 January 2012
The results of the largest survey of customer satisfaction in German e-
commerce, conducted by ECC Handel and Hermes, were published on
the occasion of the Online Trading Congress in Bonn. More than 10,000
consumers and customers of 108 German online shops
Source: http://e-commercefacts.com/research/2012/01/ecc-handel-ecommerce-stud/
2016/10/26

9. Customer criteria for selecting online shops in
Germany 2014
http://www.statista.com/statistics/451736/criteria-for-the-selection-of-online-shops-in-germany/
• Product Quality
• Detailed Product Descriptions
• Transparent & Simple Shipping
Conditions
• Prices
• Available Payment Methods
• Transparent & Simple Return
Policy
• Service
• Customer Ratings
• Product Range
• Customer Recommendations
• Quality Seals
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10. Copyright © 2016. Adams Company Limited. 10
THE CONSUMER SHOPPING JOURNEY
Source: http://www.crossmark.ca/wp-content/uploads/Shopping_Journey_image.png
2016/10/26

11. Copyright © 2016. Adams Company
11
http://blogs-images.forbes.com/marketshare/files/2012/12/Google-Study-2.png
2016/10/26

12. Trusted Store: Comprehensive audits ensure security when
shopping online http://www.trustedshops.eu/seal-of-approval/quality-criteria.html
• Cost
• Before submitting the order, information is provided about the
products, product prices, shipping costs and other additional
costs.
• Payment
• The available payment methods are stated at the beginning of the
ordering process at the latest.
• Delivery
• The customer is informed about the expected delivery period or
the precise delivery date. If the delivery period or delivery date
cannot be upheld in exceptional cases, the customer is informed
of this without delay.
• Return
• The consumer is informed about the right to cancel and about any
applicable exceptions. The right to cancel is not unduly restricted.
• Data
• In the shop, personal data is only collected, processed, used and
transferred to third parties where this is legally permitted or the
customer has given his explicit consent to this.
Copyright © 2016. Adams Company Limited. 12
Test Orders to
be used for
Audit
purpose
2016/10/26

13. Sample Issues & Problems based on TrustedShops
http://www.trustedshops.eu/seal-of-approval/troubleshooter.html#topic=general
• I did not receive my order
• I received damaged or faulty goods
• My order was delivered later than agreed
• The shop refuses to accept my cancellation
• The purchase price was not, or only partially,
refunded
• My order was not immediately confirmed by
e-mail
• The shop is not responding to my queries
• I cannot find any contact details for the shop
• The product prices, shipping costs or
information about additional costs are
incorrect
• I cannot find information about the shop's
payment methods
• The shop does not provide detailed and
accurate product descriptions
• The shop sells prohibited items
• Information about the use of my personal
data is not shown in a privacy policy
• I receive unwanted advertising from the
shop by e-mail
• The shop does not protect my personal
data adequately
• The shop does not transfer my sensitive
payment details via an encrypted
connection
• The shop's order process is very
complicated and not transparent and it is
not obvious that I am making a binding
order
Copyright © 2016. Adams Company Limited. 132016/10/26

14. Ranking Parameters on
Quality of Online Shopping
Websites Using
Multi-Criteria Method
© Maxwell Scientific
Organization, 2012
http://maxwellsci.com/print/rjaset/v4
-4380-4396.pdf
Online Shop Quality
Service
Quality
Trust
Reliability
Responsiveness
Empathy
System
Quality
Navigability
Learnability
Innovativeness
Accessibility
Response Time
Information
Quality
Currency
Accuracy
Completeness
Coherence
Timeliness
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15. 2016/10/26 Confidential. Copyright © 2016. Adams Company Limited. 15
So who are the ultimate winners
here? I would say it is between
Shopify and WooCommerce. If
you are a big company with lots
of products, clients, and traffic,
then Shopify is a safer choice to
go with because you will have
better and more dedicated
support.
WooCommerce is perfect for
average and smaller stores that
just need a store to sell a few
things and sell them right!
http://www.forbes.com/sites/allbusiness/2014/09/26/which-e-
commerce-platform-is-the-best-choice-for-your-online-store/

16. How many clicksto pay?
2016/10/26 Copyright © 2016. Adams Company Limited. 16
Photo Source: http://neosidea.com/portal/portalnews/servemedia/112/portalnewsattachments/113/ecommerce.jpg

17. 2016/10/26
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18. How to increase first time
purchases conversion for your
online shop?
2016/10/26 Copyright © 2016. Adams Company Limited. 18

19. Copyright © 2016. Adams Company
19
Source: http://www.comscore.com/Insights/Press-Releases/2012/6/What-
factors-influence-the-online-shopping-experience#imageview/0/
2016/10/26

20. 2016/10/26 Copyright © 2016. Adams Company Limited. 20
• 30 Days Free Returns
• Free Delivery*
• Cash on Delivery
• App Download 15% Off
• $100 Off for Subscription

21. 2016/10/26 Copyright © 2016. Adams Company Limited. 21

22. Copyright © 2016. Adams Company
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Online Discount
Offline Shop
Redemption
Online/Mobile
Registration
Incentive
Offline & Online
Membership
Repeat Purchase O2O
Loop?
Picture Source: http://qranywhere.blogspot.hk/2010/04/iron-man-2-staring-qr-codes.html
2016/10/26

23. How to design loyalty and
membership program for
Return/Repeat/Refer
purchases?
2016/10/26 Copyright © 2016. Adams Company Limited. 23

24. Copyright © 2016. Adams Company Limited. 24
3R
Sales
Expansion
2016/10/26

25. Returning Customer
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Gifts & Discount
Customer
Experience
Quality
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26. Copyright © 2016. Adams Company Limited. 26
Loyalty Program
Up Selling
Cross Selling
Repeating Purchase
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27. Copyright © 2016. Adams Company Limited. 27
Cross-selling
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28. Copyright © 2016. Adams Company Limited. 282016/10/26

29. Copyright © 2016. Adams Company Limited. 292016/10/26

30. Referring Customers
•Critical Mass is
everything!
•Viral is all about
WOM.
•Social Media
Network
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31. Digital Marketing Strategy
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Be FOUND! Interactive Visual Driven
Retargeting
(remarketing)
2016/10/26

32. Q & A
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33. We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk
Copyright © 2016. Adams Company Limited. 332016/10/26