B2C eCommerce Strategy
(copyright - Ravi Kumar)

Business
Architecture

People/Process/Tools

Strategic Planning

Architecture

Preparation

Who needs to be involved ?

Without a doubt all disciplines
and functions will be impacted

C Level support - Strategic priority

New specialization required -
Ex: Development/maintenance of digital content;
Analyzing channel performance;
Placement of search bar on eComm site, etc.

Focus/Driver -
Marketing or Sales ?

Marketing - Emphasis on Branding,
Influence, Digital ads, SEO,
Content marketing, Personalization,
Campaigns, etc

Sales - Emphasis on Supply chain,
volume, market share,
profitability, pricing, promotions,
distribution, etc

How to get to future state ?

When will plan
be ready
& shared ?

How often to track,
revise plan ?

RACI

Internationalization ?

Freedom for localization

Global factors ?
Brand, performance ?
regional team latitude ?

Future State

eCommerce Lead ?

Staffing model -

  • Dynamic, evolving, fluid,
    can start out small.
  • Can be tricky

Master data
Service

Shipping
Service

Offers/Promotion
System

Payment
Service

Order
Management
System

Fraud
Mgmt

Current State

Strengths/Weakness/Opportunities ?

Buy/Build/Adapt ?

Skill sets ?

Technology stack

Northstar

  • Vision
  • Goals,
  • Outcome
  • Priorities
  • KPIs
    • Benefits/advantages
  • Painpoints
  • Key Capabilities

Approach
/Strategy

Objectives

Financial

Customer

Operational

People

Key Decisions

Goals or
Initiatives

1

2

3

Principles ?

  1. Embrace Continuous improvement
  2. Agility/Scalability ?
  3. Internationalization ?
  4. Componentizied - Microservices,
  5. Buy vs Build vs. Adapt
  6. Mobile ?

Build vs Buy vs Adapt ?

Best of Breed ?

Small # of vendors with
large packaged apps
vs.
Large # of vendors with
small packaged apps

Cloud ?

Onprem

Hybrid

Hyper-scale

Execution - How will we manage the plan ?

Product Hub

Customer Hub

Inventory Hub

Purchase
Hub

Purchase History

Preferences

Authn/Autho

Consent Mgmt

Purchases

ATP

Inventory
Location

Optimized
Shippment

Marketing
/Analytics
Services

Inventory
Synch

Catalog

Pricing

Digital
assets

Capabilities

Requirements

Roadmap

Goals

People

Gaps

Partner/Contract

Process

Process Gaps

Use cases

Technology

Front End
Tech stack

Back end
Tech stack

Integration
Tech stack

Data Layer
Tech stack

Reporting
Tech stack

Analytics
Tech stack

Platform
Tech stack

CI/CD
Tech stack

Monitoring
Management layer
Tech stack

Security
Tech stack

Legacy System
Integrations

WMS

ERP

EDW

Logistics
Systems

Gift

Loyalty

Credit

Data
Services

Reporting

Analytics

Movement

Taxes

Returns
processing
Service

Intl.
Payment
services

Address
verification

Caching
Tech stack

Customer
Support systems

Merchandizing/Allocation
Planning System

CMS

CMS

Interfaces,
Dependencies and
Relationships

Celebrate

Skills

Process

Agile

Change Mgmt.

Support

Tools

Dev

DevOps

Support/Monitoring

Slack ?

Goals/Expectations, ...

DAM

Marketing
Tech Stack

Supply Chain
Services

DMP

DSP

Segmentation

CDP

ESP

Campaign Mgmt.

Other Analytics

Merchandise
Allocation & planning

Marketing
Tech Stack

Supply chain
Tech stack

Intl.
Tech stack

Cloud
Tech stack

Personalization