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Commoditized Purchase Experience

Retailers face a lot of competition, both online and offline. And in many cases the products they sell are very similar. While it’s easy to identify a bad customer experience, describing a great customer experience is trickier. How many of us, even when buying a branded item, will start our search on Google to find the cheapest price? We may compare and contrast seller reputation and potential shipping time, but ultimately we have created a “commoditized” shopping experience.

Market Share Growth Structure Change

Predicted flattening of e-commerce market growth rates in US & EU over the next 10 years will mean that growing the market share locally wont't come from the growing total market and at the expense of the traditional brick-and-mortar retailers and customers switching online but from taking away market share from other e-commerce players. Competition will intensify even further, elevating the importance of total brand purchase experience.

Wrong Priorities

The post-purchase is an essential, yet often overlooked, stage of the eCommerce customer journey. Given that across the board repeat customers account for 40% of store’s revenue, it’s important to have a strong post-purchase strategy in place in order to provoke repeat engagement, encourage referrals, and drive more revenue.

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Formulate & execute growth-through-differentiation strategies

To differentiate one needs to know against what exactly is one differentiating from - or better said what are the market averages along dimensions of differentiation. More importantly, what are the market implicit average customer expectations from post-purchase experience which you have to meet just to be eligible to compete.

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SO DIGITAL GLOBAL E-COMMERCE OPERATIONS EXCELLENCE PLATFORM enables brand & e- commerce professionals to define and implement growth-through-differentiation strategies by identifying the basis & dynamics of competition within a market. Our platform enables competitive cross industry performance benchmarking of best performing e-retailers across dimensions of online (post)purchase experience, including but not limited to, phases of delivery, tracking, packaging - out of box experience, and return & refunds.

Who is it for?

Those who understand that one of the main motivators for customers to shop online is time saving and convenience, acknowledging that customer experience extends well beyond the buy button. Those who recognise the importance of post-purchase experience and its elements such as delivery times, options, packaging & return mechanisms on formation of total customer buying experience and loyalty.

Those who understand that for retailers with very similar product assortment and pricing, customer satisfaction and true loyalty that extends beyond discount driven shopping incentives is built on the brand infused shopping experience which provides both customer value and unique differentiators.

When is it needed?

Intensifying e-commerce competition brings intensifying pressure on pricing, which in turn creates new pressures on profitability. With similar product assortment, converging price levels, and increasing number brands creating direct-to-consumer capabilities, differentiating shopping experiences across channels is quickly becoming the biggest value proposition e-retailers can offer to customers.

Driven by huge investments by e-commerce leaders such as Amazon and CPG retailers customers expectations are being reshaped towards purchase fulfilment standards unattainable by majority of other brands and e-commerce players. Brand driven and customer valued post-purchase experiences are the only antidote available.

How does it work?

Trained researches in target countries perform actual purchase of products from target e-retailers, recording their every step, while answering standardised scale based scorecard with average 200+ data points to provide insight into comparative performance of leading e-retailers on selected dimensions - including omni-channel functionalities and features. Results are made available in the platform.

With yearly subscription, clients get access to benchmarked country data sets, while also being able to create reports on the platform itself to drive focused learning insights. Reporting module enables comparison of markets, retailers, data points and across completed benchmarks to discover trends.

How do you benefit?

Having an overview of the market defining e-commerce players and their comparative performance of post-purchase experience is a necessary starting point for designing a differentiating experience which will be take into account your strengths and market players weaknesses to create opportunities for differentiation and long-lasting competitive advantage.

Infusing brand values into selected elements of post-purchase experience where you can outcompete the market you are taking ownership of that experience in minds of the consumers. Whether it's delivering at night-time or in scented boxes you are tying this feature to your brand. You get to create own rules, and not play to others where you can't win.

How long does it take?

Depending on the number of countries researched and whether it is a standardized or individual client tailored benchmark research average duration of the project lasts up to 3 months. During this time client is able to actively participate and track research progress in the platform. In case markets of your interest have been benchmarked within last 6-12 months you can gain access to this right away.

Once you gain access to the platform through subscription packages, you can use it during the period of one calendar year, after which your subscription and access to the refreshed dataset will have to be renewed. During this period client designated users have an unlimited access to the data and are able to continuously create reports of their choosing.

How much does it cost?

Standard benchmarking contains research results of 20+ leading e-commerce players from a single market. Cross-industry sample usually contains all e-commerce models (marketplaces, pure-players, brands, e-retailers, omni-channel). Access to the standard country research that details into delivery, tracking, packaging, returns & refunds with omni-channel reporting starts at 5000 EUR / year.

In case a client wants to tailor the research so it is more focused on his particular industry and contain additional question sets, standard pricing will be augmented depending on the size and the scope of changes and markets that are researched just for this client. On average tailoring of research criteria (scorecard or industry) entails +30% per each segment.

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Distinct post-purchase D2C eCommerce experience

Nike EMEA leverages insights from SO DIGITAL GLOBAL BRAND E-COMMERCE EXCELLENCE PLATFORM to create a distinct post-purchase D2C eCommerce experience in WE, CEE, Russia and Turkey.

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Testimonials

"Having your brand represented well on a big retailer such as Foot Locker is a key priority. To deliver such a project, we needed a partner who would understand the needs both of the consumer and the brand. We’ve achieved a great end result: a brand page that serves as the authentic sport destination for the consumer, on and off the field of play, aligned with both Nike and Foot Locker business visions."

Gregory Pek

WE Digital Brand Manager Nike EMEA

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