Building a Winning Retail eCommerce Strategy }

Building a Winning Retail eCommerce Strategy.

09 February 2023 min eCommerce

How to leverage the eCommerce boom through data led strategies.

In years to come, the history of eCommerce will be talked about in terms of before-2020 and after-2020, the time during which retailers shifted rapidly away from online marketplaces (Amazon and eBay) to online-only models. 

New or under looked retailers suddenly became viable options, with some retailers quickly demonstrating new levels of eCommerce strategy savvy to become leaders in the eCommerce space.

woolworth image

Choosing a retailer that suits your needs

There might never be a better time to expand into eCommerce or enhance your current retail eCommerce strategy. Current projections are that online retail sales will reach US$33.2bn in Australia in 2024 - a year on year increase of +15%.*

When enlisting retailers to sell your products, it's important to find one that aligns with your needs. Fortunately, there is no shortage of candidates. Coles, Dan Murphys, OfficeWorks and Chemist Warehouse are all investing in online advertising and are open for business.

Woolworths already has Cartology - a platform to purchase ad space. Coles is about to launch a similar platform called ColesMedia. For any sale that retailers are not able to convert, Amazon and eBay are ready to capture those conversions. 

* Source: trade.gov/marketintelligence
* Image source: abc.net.au/news

Understanding your customers

Data can deliver insights on your customers journey and purchasing triggers; interpreting the data correctly is the key to success. 

A successful retail eCommerce strategy is one that involves data-led segmentation, whether that's proprietary data from clients or using Flybuys data. Flybuys has only been active since September 2020 but has already made an enormous difference to the way customer data is processed and analysed. When combined with journey mapping, real insights are achieved. A well-executed, data-led retail strategy could double a brand’s online retail sales in just nine months

A properly crafted eCommerce customer journey map will tell you which channels bring you the most traffic and sales, what excites and disappoints your customers, when a visitor decided to buy from you and when they didn't. All the good experiences and bad experiences are evident in the data, and we will help you to find them. 

Key Performance Indicators KPI

Setting key performance indicators (KPI) for success  

If you don't know what success looks like, you'll have a harder time achieving it. That's why finding ways to benchmark it and setting KPIs accordingly is an absolute necessity. Following is a list of eCommerce KPIs that indicate the success of most eCommerce businesses. It might seem like an enormous amount of data to stay on top of, but with the right software and support it can be easily done.

Using an omnichannel approach 

Given how much data there is to manage and routes there are to reach a customer, the best approach is an omnichannel marketing approach. This means working on collaborative adverts with retailers and using social media, paid media, sponsored products and banner advertising simultaneously to point to your branded store pages. Advertising is now one of the key revenue streams for retailers, and as such they are looking for brands to collaborate with. 

Using omnichannel marketing necessitates a holistic approach to reporting. To stay up to date and measure your effectiveness against the KPIs we mentioned earlier, you will need bespoke reports and full Datorama integration. Providing you with eCommerce assistance is what we specialise in.

Next steps for your eCommerce strategy 

As the retail eCommerce marketplace has changed, it is necessary to revise your eCommerce strategy to stay ahead of the game. Knowing your customers must come before choosing a retailer, as does a strategy to measure your success by tracking KPI’s and understanding the importance of data and knowing how to use it to inform your omnichannel marketing approach.

The next step is to let us help you be a winner in this new retailer eCommerce marketplace. We recently hosted a popular webinar on the topics we have discussed here, and put together a Marketer's Guide to eCommerce that is free to download.

Our expert team in here to guide you through this changing ecommerce landscape, so get in touch with us to learn how we can help you leverage this eCommerce boom.

Originally published on Retailbiz.

eCommerce Landscape Report

The latest industry insights: eCommerce Landscape Report

This report is intended for any brands with an online presence, including account managers, eCommerce specialists and agencies, and internal account teams or for those interested in deepening their knowledge of the current eCommerce landscape.

Learn more about our eCommerce services

Are you ready to take the next step in your eCommerce strategy?

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The Internet of Things Is More Than Your FitBit

Just imagine a digital sign that retargets items based on a passerby’s browser history, or a gas pump that tailors its ad pitches based on where a car has traveled recently.
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Facebook Messenger Ads Are Here

Facebook has just released information about the impending roll out of adverts in the Facebook Messenger App. Website Click Ads will open the link in the Messenger browser while Click to Message Ads push the user into the advertiser’s Messenger profile and initiates a chat (ideally bot driven).
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Resolution’s New Dedicated Amazon Team

Our new offering helps brands take on Amazon’s monumental shake up of online retail in Australia. Services: e-commerce, media strategy and more.
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APAC Trends and Their Impact On Digital Marketing

While China dominates e-commerce, creating a big opportunity for marketers in APAC, efforts across the region can focus on social media and video – as engagement in these areas is growing.
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SEO Updates – Google Fred: Significant Algorithm Ranking Update + More

There appears to be a link related Google algorithm update occurring right now in search engine results.
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A Behind the Scenes Look at Ads in Instagram Stories

Overview At the end of January, Facebook chose select advertisers to participate in a beta offering for Ads in Instagram Stories bought on the reach objective. Ads in Instagram Stories dynamically appear between user stories, much like Snap ads on Snapchat. On 1 March...
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New Era, New Name, New Agency Model: Debuting Resolution Digital

Joint CEO of Resolution Des Odell says: “We know what works and how to make it work because we do the work. Create, Connect and Convert is our next iteration.”
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Blockchain pulls digital marketing into uncharted territory

Could blockchain marketing practices disrupt the entire digital marketing industry?
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The Data Layer Becomes the Key to Customer Personalisation

A single tech stack? Or point solutions galore? Brands catch on to real-time personalisation.
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SEO Updates – Google Search Console: New Property Set Feature + More

Google Search Console: New Property Set Feature. New functionality of GSC’s property set enables users to monitor mobile usability, AMP & rich card implementation, hreflang markup and more
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Takeover Ads, Programmatic Style

OMG Programmatic has partnered with The Trade Desk and Bonzai to launch a new programmatic takeover ad format in Australia.
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In CRM, Conversion Is No Longer Enough

To build brands for ‘nowsumers’, marketers must design milestones in the customer journey.
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Award-winning Case Study: SEO-led content for Tourism Australia

Tourism Australia tasked Resolution with making Australia more desirable by making the content on their flagship website Australia.com more intuitive for the global travel consumer.
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Sitecore-Certified - Supercharge Your Automation & E-Commerce

Resolution is a Sitecore Implementation Partner. Backed by a team of more than 30 .NET developers, our certified Sitecore developers have been trained to build websites on this platform and fully harness all features for brands.
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Digital Economies Shift to Dynamic Economies

Consumers expect more so marketers now serve ads that adapt to exact wants and needs.
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Data Visualisation Enters a New Dimension

Much like how language progresses and adapts over time, our visual vocabulary can change and grow.Australia.com more intuitive for the global travel consumer.
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Inside Our Agency – George Manas Down Under [Video]

New York-based George Manas, President at Resolution, is here in Australia. He gives us the inside track into why he loves life at Resolution: Biggest challenge as an agency Advice for rising stars What keeps me at Resolution Are you excited for the same reasons?...
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Programmatic update – ‘count on download’ is the new way to calculate impressions

At the beginning of 2017, DoubleClick announced it would be shifting the method for calculating impressions from ‘served’ to ‘count on download.’
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YouTube’s Crisis – A Catalyst for Change

At this year’s YouTube Brandcast event, Peter Horgan took to the stage to talk about the importance of not getting distracted and focusing on measurement.
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Programmatic Takeover of Traditional Broadcast Channels Forges Ahead

Adaptable. Accurate. Accountable. Programmatic’s push into traditional media is only the start.
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The Platform Revolution – George Manas Down Under [Video]

New York-based George Manas, President at Resolution, is here in Australia. He gives us the inside track into the platform market: Anecdote Platforms and ads Platform markets Do you have a Google stack strategy in place? A Facebook one? What about Amazon? Psst! He has...
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Mobile at the Heart – Digital Attribution Grows Up

Using data, we may discover that users who use an app daily are more likely to purchase after reading reviews. So why not direct your digital activity to product review landing pages?
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Social Platforms Continue to Become One Stop Shops

Bots and AI are booming big time while ‘throwaway’ content streams are a challenge for brands.
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Economy of Moments – George Manas Down Under [Video]

New York-based George Manas, President at Resolution, is here in Australia. He gives us the inside track into the new path to purchase: Biggest tech game changers Awareness is not the challenge Marketing funnel Is your brand shying away from these challenges? Or...
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Programmatic & Transparency: What is ads.txt

WHAT IS ADS.TXT? Ads.txt is an industry initiative driven by the IAB (Interactive Advertising Bureau) with a simple purpose: increase transparency in the programmatic advertising ecosystem. Ads.txt stands for Authorised Digital Sellers and is a simple yet effective...
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Brands and Data – George Manas Down Under [Video]

New York-based George Manas, President at Resolution, is here in Australia. He rethinks the digital paradigm from a client perspective: Digital & data Advice for digital marketers 3 things for clients to watch There are countless ways digital can transform your...
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Interactive Kiosks Reveal Consumer Behaviour Through Digital Touches

The age of self-service kiosks is upon us! And the trend is growing fast as we embed self-service technology into more and more aspects of our lives. 90% of shoppers aged 18-39 find self-service checkouts easy to use. But why have we been so quick to relinquish...
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Shine a Light on Dark Data

The term ‘dark data’ might sound sinister or illegal but it’s neither. Rather, the term refers to the treasure troves of information that many businesses collect but may not fully exploit. It can include call records, user device information, social media data and...
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Algorithms and Marketing: What You Need to Know

Do you know the difference between machine learning algorithms and optimisation algorithms? Find out now.
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SEM & Programmatic Update – Google & Apple’s Intelligent Tracking Prevention

User experience on Safari could actually be negatively impacted as these changes impact day-to-day features such as remembering your email logins outside of the 30-day window. It may see users migrate to other browsers such as Chrome.
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301 Redirects: Picking up where you left off

Pages might come and go on sites all the time but it’s best practice to redirect old URLs to new relevant ones… or at the very least find the best experience to send users to.
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SEO Updates – Google: Mobile App + more

Google: Accelerated mobile page (AMP) link can now rank in 'position zero' as a featuring snippet
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Why You Need to Own Your Entire First Page on Google

Protect and manage your brand against negative content in Google and other search engines.
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Five Best Practices for Visualisation

A plethora of data pours into computers around the world every day, and the quantity is only mounting. By the year 2020, about 1.7 megabytes of new information will be generated every second for each human being. Data visualisation, is one way to laser through the...
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Consumer Identity: Know the Fundamentals

In a new world paradigm, where our goal is to reduce the number of people seeing irrelevant messages or the same message repeated far beyond frequency capping guidelines, we need to be able to identify who a consumer is at all points in their journey. ‘Without a...
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New Partnership to Combat Programmatic Ad Fraud

The Trade Desk and White Ops have recently announced a partnership to combat ad fraud. Read on to find out more! WHO IS THE TRADE DESK? The Trade Desk is an independent demand side platform (DSP) utilised for programmatic trading across display, video, audio, mobile,...
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Omnicom Agencies Keep Winning at Cannes

Resolution is proudly part of Omnicom Media Group, and this year Omnicom agencies continued to dominate at Cannes Lions International Festival of Creativity.
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Facebook Introduces New Platform for Shows with ‘Watch’

Facebook introduces ‘Watch’ – its redesigned video platform.
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Programmatic Updates – 6-Second Shopping at Myer + More

Through Google’s proprietary tool, Vogon, Myer set up a suite of six-second bumpers featuring 100 special deals on rotation with discounts greater than those in-store or on Myer.com.au. Consumers only had six seconds to take advantage of the deal, with targeting to ensure that no YouTube user saw the same ad twice.
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Sister Media Agencies PHD and OMD Take Home Gold

Resolution was instrumental to the recent award wins of sister agencies OMD and PHD. Mumbrella Media Agency of the Year went to PHD and the Award for Culture went to OMD.
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Resolution Digital scores Best Paid Search Automate 2017 Award

Resolution Digital has won the Best Paid Search Automate 2017 award at Google Performance Honours program.
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Omnicom Debuts Chatbot for Agencies

Our data and analytics arm Annalect has created Annalect Utility Bot Interface (or AUBI) – an internal chatbot to help us access data more quickly and easily.
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Google now allows brand to post on search results

Google has just announced its global roll-out of 'Posts'. This feature was originally launched in 2016 to help political candidates in the U.S. post owned content for their campaigns.
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How to Reduce Marketing Lead Times: Two Case Studies from SXSW

How much control is ‘enough’ control when it comes to marketing decisions? The team at Annalect provides some guidance and context.
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F8 Facebook Conference – The 10 Crucial Advertiser Takeaways

Facebook’s annual developer conference, F8, took place in San Jose on 19 April, Australian time. It focused on Facebook’s mission to make the world more open and connected and the steps they’re taking to do so. In his keynote speech, Mark Zuckerberg revisited...
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Google Takes Further Steps to Boost ‘Authoritative’ Content

With the brand safety concerns surrounding YouTube of late as well as heightened awareness of misleading or offensive content online, Google has responded with sweeping shifts to some of its core products. In addition to increased controls and improvements to its AI, updates have recently rolled out to advertisers to refine ad placement on YouTube videos.
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Annalect creates new platform clue

CLUE – an abbreviation for Consumer Learning and Understanding Engine – leverages Annalect’s best in class technology, deterministic data sets and robust reporting platform to drill deeper into macro and granular level insights.
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SEO Updates – Google: Project Owl + More

Google has introduced Project Owl in response to fake news queries appearing in top search engine results, plus it has been busy with 1,653 launches.
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We're an official Snapchat certified partner

Resolution is now a Snapchat Certified Partner. This means we gain exclusive access to training from the Snapchat team – so our clients have the inside track time and again.
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Alexa and Prime Air Poised to Change E-commerce

30 minutes or less (just like pizza!) As we’ve seen, Amazon and the consumer electronics industry are giddy with Alexa. She’s everybody’s new darling and Prime Air makes her much sweeter. Prime Air promises delivery within 30 minutes or less — just like pizza...
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Programmatic Updates – Facebook Rocket + More

Do you have a Rocket on your Facebook? HERE'S WHAT IT MEANS Facebook is now testing a second News Feed, different from the normal timeline.
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Make your brand discoverable with the help of AI

Here’s how you can begin optimising your content for AI from tomorrow.
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How to Use Crawl Budget Efficiently

Less is More. Take Control of Your Crawled Pages More input doesn't always result in more output. This statement doesn‘t apply in all disciplines of Digital Marketing, but it certainly does in SEO. The way you enable search engines to access your website determines...