EXP 2022
EXPERIENCE
T he “Full-funnel of E-Commerce WRIT TEN BY: JEREMY WEBB,
VICE PRESIDENT, CUSTOMER ENGAGEMENT & COMMERCE, OGILV Y ASIA
Capturing the value of the “other 90%” – i.e,
Indirect revenue (sales on other channels) should
shoppers that don’t buy then or there
be calculated, as consumers encounter brands
Consumer businesses are missing an opportunity by investing in and measuring direct e-commerce channels with only the immediate conversion in mind. When considering investment and strategies on direct channels, such as owned websites and apps, or semi-direct channels, such as brand-operated stores on marketplaces, consumer businesses of all types should think beyond the checkout. The value to the brand of d2c commerce represents only the tip of the iceberg. Setting up and optimizing e-commerce experiences should be done in a way that adds value
for the first time and build consideration through D2C e-commerce content and experiences, but eventually buy on other channels. This could be for a sale made shortly after; it could be for a sale made weeks or months later. Store conversion rates for many consumer categories is 1-10% -- i.e. up to one in ten people who visit a store actually buy something during their visit. If that’s the case, then, what about the remaining nine visitors? Has their experience been positive enough to make that sale elsewhere, or at a later stage, more likely?
throughout the full funnel; similarly, the full-funnel
Furthermore, has the brand collected data in a way
value of e-commerce should be considered when
that allows them to reach out to them in a more
considering an investment in a direct-to-consumer
relevant, more direct, or more efficient way? With
presence.
D2C – an owned website or app – this could be the collection of first party data or a placement of a pixel; on a marketplace such as Shopee or Tmall it could be as simple as a store follow.
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