Making Click-and-Collect click

In my previous post, I introduced you to integrated e-commerce and explained why it is the right way to extend your business online. If you already have a brick-and-mortar retailing business and you’re looking to improve your online presence, you could start offering a click-and-collect service.

With click-and-collect, customers order online and then collect their merchandise from one of the retailer?s local branches. Why would they want to do that?

Apparently, there are buyers who now prefer a click-and-collect service over the delivery service of a purely online retailer. With the latter, they sometimes have to wait forever for the delivery van to arrive or contend with a missed-delivery card.

Basically, customers who want both the convenience of placing orders online and better control of their time find click-and-collect a better option.

Last December 2011, IMRG (Interactive Media in Retail Group) reported a ?significant rise in the percentage of click-and-collect e-retail sales in the 3rd quarter of 2011?. This accounted for 10.4% of all e-retail sales in that quarter. More specifically, the gain was 7.4%, which was also the strongest quarterly gain since IMRG started collecting this data.

Clearly, this particular service is gaining popularity. But how do you meet the rising demand in this area?

A click-and-collect service requires a highly synchronised ecosystem. You don’t want to have a customer order items from your online store, drive a couple of minutes from his house to your nearest outlet, only to find out that one of the items is no longer available.

This can only work if all systems involved are interconnected. Changes in the inventory in your individual outlets should reflect on your database in real time. In turn, these changes have to be reflected instantly on your online store. Conversely, once a buyer has picked items online and is already directed to a local outlet, those items have to be reserved there.

But that’s not all. Your system has to be seamless enough to support fast and reliable service. You don’t want your buyer to have to wait a long time before the items are ready for pick-up. It also has to be capable of tracking the status of ordered products, handling uncollected orders, and monitoring inventory.

By implementing an integrated e-commerce system, these won’t be the only things you?d be able to do. You can even add more value to your service. For example, you can connect to your CRM and learn more about your customers? purchase history, buying habits, and preferences.

That way, it would be easier for you to provide a faster and more convenient buying experience for them in the future.

Click-and-collect is a very promising way to increase your sales and improve customer loyalty.

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Saving Energy Step 3 ? Towards a Variable Energy Bill

Do you remember the days when energy was so cheap we paid the bill almost without thinking about it? Things have changed and we have the additional duty of reducing consumption to help save the planet. This is the third article in our mini-series on saving energy. It follows on from the first that explored implementing a management system, and the second listing practical things to implement on the shop floor. These open up the possibility of the variable energy bill we expand on as follows.

If ?variable energy bill? sounds strange to you, I used the unusual turn of phrase to encourage you to view things in a different light. We need to move on from the ?pie chart? mentality where we focus on the biggest numbers like materials, facilities and labour, and zoom in on energy where we can achieve similar gains faster with less pain. But first, we need to see beyond the jargon that governments and consultants love, and get to grips with the reality that we can vary our energy bill and bring cost down.

As executives we recognise this, although other pressures distract us from accepting it as a personal goal. And so we delegate it down the organisation to a level where it becomes ?another crazy management idea? we have to follow to stay out of trouble. I read somewhere that half the world?s organisations do not have energy as a defined objective to monitor in the C Suite. No wonder commerce is only pecking away at energy wastage at a rate of 1% per year.

Find out where you are ?spending energy? and relate this to your core business. If there are places where you are unable to make a connection, challenge the activity?s right to exist. Following the energy trail produces unexpected benefits because it permeates everything we do.

  • Improved product design reducing time spent in factory
  • Streamlined production schedules reducing machine run times
  • Less wear on equipment reducing costly maintenance
  • A more motivated workforce that is prouder of ?what we do?

As you achieve energy savings you can pass these on in terms of lower prices and greater market share. All this and more is possible when you focus on the variables behind your energy bill. Run the numbers. It deserves more attention than it often gets.

Directions Hadoop is Moving In

Hadoop is a data system so big it is like a virtual jumbo where your PC is a flea. One of the developers named it after his kid?s toy elephant so there is no complicated acronym to stumble over. The system is actually conceptually simple. It has loads of storage capacity and an unusual way of processing data. It does not wait for big files to report in to its software. Instead, it takes the processing system to the data.

The next question is what to do with Hadoop. Perhaps the question would be better expressed as, what can we do with a wonderful opportunity that we could not do before. Certainly, Hadoop is not for storing videos when your laptop starts complaining. The interfaces are clumsy and Hadoop belongs in the realm of large organisations that have the money. Here are two examples to illustrate the point.

Hadoop in Healthcare

In the U.S., healthcare generates more than 150 gigabytes of data annually. Within this data there are important clues that online training provider DeZyre believes could lead to these solutions:

  • Personalised cancer treatments that relate to how individual genomes cause the disease to mutate uniquely
  • Intelligent online analysis of life signs (blood pressure, heart beat, breathing) in remote children?s hospitals treating multiple victims of catastrophes
  • Mining of patient information from health records, financial status and payroll data to understand how these variables impact on patient health
  • Understanding trends in healthcare claims to empower hospitals and health insurers to increase their competitive advantages.
  • New ways to prevent health insurance fraud by correlating it with claims histories, attorney costs and call centre notes.

Hadoop in Retail

The retail industry also generates a vast amount of data, due to consumer volumes and multiple touch points in the delivery funnel. Skillspeed business trainers report the following emerging trends:

  • Tracing individual consumers along the marketing trail to determine individual patterns for different demographics and understand consumers better.
  • Obtaining access to aggregated consumer feedback regarding advertising campaigns, product launches, competitor tactics and so on.
  • Staying with individual consumers as they move through retail outlets and personalising their experience by delivering contextual messages.
  • Understanding the routes that virtual shoppers follow, and adding handy popups with useful hints and tips to encourage them on.
  • Detecting trends in consumer preferences in order to forecast next season sales and stock up or down accordingly.

Where to From Here?

Big data mining is akin to deep space research in that we are exploring fresh frontiers and discovering new worlds of information. The future is as broad as our imagination.?

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SEO (Search Engine Optimization)

About a quarter of the world’s population use the Internet. That’s approximately 1.7 billion people. How many will come to your site the moment it launches? Zero.

It will take some time before the search engines are able to index your site and allow the possibility of driving some visitor traffic there. But even when your site does get indexed, that’s no assurance people will even have the chance of finding it.

So unless you apply SEO, your chances of improving those traffic numbers from zilch would nearly be zilch too. Traffic is a fundamental prerequisite in eCommerce. Before any store, virtual or otherwise, can ever hope to make a sale, the first step is to get noticed by the potential customer.

Our SEO specialists can drive your pages to the top of search results so that potential customers can see results leading to your site first.

Depending on the product or service you’re offering, getting to be ranked high on the search engines can be extremely labour-intensive. Basically, it’s the kind of job you’d rather not keep in-house but its the kind of job our team would be happy to take charge on.

Different products and services have different SEO requirements. We won’t recommend an SEO package if we think it will only translate to unnecessary spending.

These are the essentials of our SEO packages:

  • Targeted keywords and keyphrases. We’ll conduct extensive research on your product line and your product competitors to get hold of the best targeted keywords and keyphrases. If your competitors missed any important keyphrases, we’ll find those as well.
  • Strategically planted backlinks. We’ll concentrate our backlinking efforts on relevant backlinks to achieve top search engine rankings. As an added bonus, relevant backlinks drive in traffic that really matter as this is made up of visitors with the highest potential of turning into buyers.
  • On-site SEO. Certain issues arising from the mere makeup of most eCommerce websites are making on-site SEO tweaking more challenging. In fact, not all SEO consultants cater to these specific problems. Our specialists, on the other hand, pay special attention to issues regarding pagination resulting in keyword cannibalisation, product pages, landing page optimisation and the like.
  • Selection of SEO packages. While you’re still starting out, you may want to try our basic packages first. Then once you see traffic pouring in and revenues begin to build up, you can up the ante by upgrading to our premium packages.

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