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 ?
- Embrace Continuous improvement
- Agility/Scalability ?
- Internationalization ?
- Componentizied - Microservices,
- Buy vs Build vs. Adapt
- 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