SET THE DIRECTION
DEFINE THE CUSTOMER JOURNEY
SUPPORT THE EXPERIENCE
E-Commerce
and Digital
Sales Strategy
Set the vision, build a business case for investment, and develop a roadmap for success.
Product
Price
Examples include:
- Digital business case and ambition
- Roadmap development
Design products and assortments in ways that align with—and leverage—online behaviors. Simplicity is key.
Examples include:
- Digital shelf and assortment
optimization
- Digital product strategy
Emphasize transparency and customer centricity when setting prices for products, bundles, and discounts.
Examples include:
- Digital pricing
- Discounts, promotions, and
limited offers
Link online and offline channels so customers can move seamlessly across them—and pick up where they left off.
Examples include:
- Social strategy
- Loyalty programs
Omnichannel Capabilities
Create strategies to spark growth through online influencers, social media, user-generated content, and loyalty and affiliate programs.
Examples include:
- Social strategy
- Loyalty programs
Ecosystems Partnership
Build best-of-breed experiences by adopting a “customer first” approach. Design the journey around the customer, not the technology.
Examples include:
- Customer journeys
- Personalization
Digital Experience
Take a holistic approach to engaging in online marketplaces, which are increasingly important venues for product discovery and purchases.
Examples include:
- Assortment optimization across e-retailers
- E-retail content optimization and syndication
E-Retail and Marketplaces
Develop innovative strategies across marketing channels, whether paid (SEM, display, and nondigital) or organic (SEO and social media).
Examples include:
- Demand-generation incubation
- Return on e-comm marketing investment
Digital
Marketing
Implement systems that track inventory, manage returns, and give operational insight at “e-commerce speed.”
Examples include:
- Customer care and success integration
- Supply chain, sourcing, and drop shipping
Operations and Supply Chain
Embrace agile—and the processes that make it work. Foster the skills that help realize the promise of advanced technologies.
Examples include:
- Digital operating model (center
of excellence or business unit)
- Digital talent assessment
Organization and Operating Model
Identify and integrate the optimal platforms and tools, understanding when it makes sense to customize or build from scratch.
Examples include:
- Platform selection
- Integration and architecture
Technology and Architecture
