A new eCommerce software platform is at the top of many online merchants’ shopping lists for 2016. For some, the impending closure of Amazon’s Webstore eCommerce solution has forced their hands, while for others, the time is simply ripe for updated technology that can help achieve multi-touchpoint mastery. Whatever the reason, close to one in five merchants say replatforming is a top priority, according to technology researcher Forrester.
But the replatforming process is much like painting the interior of a house: while applying color is the splashy result that immediately springs to mind, most of the effort is actually devoted to preparation — covering furniture and floors, taping borders, priming walls, and testing different paint shades. Similarly, merchants shouldn’t jump into the splashy fray of shopping for eCommerce platform vendors without first laying the groundwork of a solid plan. They should thoroughly assess their current capabilities and identify performance gaps and opportunities – not only within the eCommerce sphere, but across the entire organization.
The scope of this soul-searching may seem daunting, but it’s also absolutely essential. The role of the Web is only poised to keep growing for shoppers, regardless of how they end up making purchases. Forrester estimates that nearly 60% of B2C purchases of any type will be influenced by the Web by 2018.
The assessment itself needn’t take undue resources or time. While the specifics may vary, the following checklist will stand merchants well as they begin to shape their vision for the perfect technology for their business.
1. Look to the right sources for guidance. Merchants must resist the impulse to “keep up with the Joneses” and add whiz-bang features to their list only because competitors already offer them. Instead, merchants should focus with singular intensity on understanding their own customers and how best to serve them, both online and offline. Potential sources to inform their assessment include:
- Analytics data: Site usage data can be a goldmine of actionable information on what shoppers seek and where sites need further improvement to resonate.
- Store associates: Merchants should find the means to tap these valuable front-line information sources and act on their recommendations when it comes to gaps in brand offerings.
- Visitor and customer surveys: Asking shoppers directly what features of the site resonate and what expectations are going unmet can be valuable input in advance of replatforming.
2. Articulate a plan for mobile. Mobile shopping is soaring, with fully a quarter of revenues during the fourth quarter of 2014 derived from mobile devices, a year over year growth rate of 44%, according to the MarketLive Performance Index. And when it comes to shopping research, mobile is now shoppers’ primary point of contact with brands. According to measurement firm comScore, close to two-thirds of all minutes spent with retail brands now occur on mobile devices.
Consequently, even small to mid-sized merchants must prioritize mobile optimization. Before replatforming, merchants should carefully consider their mobile site options and develop a road map for development. Deciding whether to undertake responsive design is a key decision point. Plans for mobile apps, email and SMS messaging campaigns, in-store mobile features, and alternative and mobile payment integrations should also come into play. With a mobile development plan in hand, merchants can develop a list of mobile-focused criteria potential vendors must meet.
3. Identify integrations organization-wide and how to improve them. Merchants should understand how the eCommerce platform interacts with technology across their business, from fulfillment operations to the call center, and identify existing and new opportunities for integrations that can improve efficiency and customer service.
For brick-and-mortar retailers, the top priority in this category must be in-store inventory integration. While just 20% of retailers offer it currently, consumers now expect total visibility and consistency, regardless of where they are physically and what screens they use. According to Forrester, 56% of consumers say they expect products to be priced consistently, whether in-store or online.
Furthermore, universal inventory transparency supports “endless aisle” capabilities that can save sales and drive up average order value, and unlocks a host of fulfillment options, such as store-to-store and ship-from-store delivery networks, that can boost efficiency across the organization.
4. Audit existing content and plan new development. The old mantra “content is king” has lately seen a resurgence. Whereas 34% of customer experience professionals cited Web content management as a top technology priority in 2013, the number jumped to 60% in 2014, Forrester found – a whopping 76% increase. The reasons for prioritizing content are numerous, but foremost among them is the imperative to differentiate the brand by communicating what’s uniquely valuable. Along with product selection and pricing, content forms the third component of a potentially compelling brand story.
Merchants contemplating replatforming should therefore develop a detailed content strategy to inform their criteria for potential vendors. They should also audit the content they have — from product information to videos to user-submitted social content — and identify opportunities for growth, syndication and improved efficiency, along with content imports and exports.
5. Build measurement into the technology foundations. With consumers shopping across multiple screens, social outlets providing streams of information, and new technologies increasingly available to quantify offline activities, merchants are juggling plenty of data beyond what traditional Web analytics tools provide — but struggle to put it all together to create a complete picture of customer behavior. Fewer than a third of merchants believe they have strong or even average capabilities when it comes creating a unified view of customer behavior across touchpoints.
To avoid further compounding the challenge, merchants should examine how potential technology solutions interact or integrate with their existing measurement tools, what data is provided and how it can be knit together with other sources.
Replatforming is a potentially daunting project. But by analyzing existing and desired capabilities before adding vendors to the mix, merchants can ensure that they meet their brands’ needs — and better serve customers in the long run.
This post is produced in conjunction with the Plumtree Group, part of MarketLive’s Implement program. Through MarketLive and the Plumtree Group, omni-channel retailers can quickly deploy and customize e-commerce features and functionality in order to meet market demands, increase revenue and loyalty. The MarketLive/Plumtree partnership provides the emerging merchant who will need to transition off of Amazon Webstore in the coming months with the tools they need to succeed today and grow with unlimited scale tomorrow.