Hello My name is Darren - Head of Strategy and UX www.2jcommerce.com
2J Commerce are Magento Enterprise Partners, since 2012 We have been working on the platform since its initial release. We have circa 20+ Magento 2 sites in the wild and in development, including 5 on Enterprise Cloud Edition 18 Magento 2 Trained Developers, and two Magento 2 Certified Solutions Specialists www.2jcommerce.com
We partner with UKFast for all Magento hosting, outside of the Commerce cloud www.2jcommerce.com
Partner www.2jcommerce.com
Purposeful storytelling in ecommerce because , People buy stories, not products www.2jcommerce.com
Knowing WHY you do what you do, because People buy stories not products. This is not a new way of thinking, but is something that we see a lot of online brands either miss understanding or turning into a confusing message. www.2jcommerce.com
Less is more. One message, consistently told to everyone - one story everywhere www.2jcommerce.com
Different types of brand communication • Brand identification e.g. ‘That’s Coca-Cola’ • Existing Internal states e.g. I’m really thirsty and need a drink’ • External (social) states e.g. ‘My friends drink Coca-Cola and it’s cool to be seen drinking it’ All messages influence www.2jcommerce.com
38% of people recommend a brand they like or follow on social media. www.2jcommerce.com
Apparently there is no marketing in the world that fixes a bad product - not so sure about this, have seen some pretty good marketing for sh*t products www.2jcommerce.com
Magento is at the heart of your journey The Platform helps to deliver your story Using Magento your storytelling should compliment your customer journey Your content should form part of the buying decision, not hidden away in a blog The journey / story doesn’t end with a purchase Think beyond the conversion www.2jcommerce.com
1 NURTURE not ACQUISITION 2 USER-GENERATED CONTENT 3 ALL ABOUT YOUR FOLK or your TRIBE 4 EMBRACE RETURNS 5 STAY FLEXIBLE www.2jcommerce.com
1 NURTURE not ACQUISITION Traditional eCommerce has been all about acquisition and conversion rates, it’s time to shift to a mindset of nurture. Commerce today is about bringing your site visitors into what we call your ‘brand universe’ where they can then receive content that will slowly persuade them to like and love your brand. www.2jcommerce.com
An example email campaign of this might look something like... Welcome to the brand Why? Lead Warming Incentivise first purchase Post purchase - buy again Win back - not purchased for a while Send to a friend for Free shipping www.2jcommerce.com
2 USER-GENERATED CONTENT Everyone today has a story to tell - if you are a brand, people are no longer interested in hearing only your part of your story - they want to be part of it too. 70% of people trust other people’s opinions posted online www.2jcommerce.com
Stories make connections to your customers on an authentic level Stories are a human connection to one another We are all creating stories just by existing Document your brand journey and become a publisher www.2jcommerce.com
3 ALL ABOUT YOUR FOLK or your TRIBE The customer is king is an old adage, but never has it been truer than today. Not only does your customer want the very best service, they want the best value too. They want to choose - to be in control of their experience and service. www.2jcommerce.com
You have to be outstanding, extraordinary and relevant to stand out today. Its not User Experience I am are talking about Human Experience - The human connector is much easier to remember Again, 38% of people recommend a brand they like or follow on social media. www.2jcommerce.com
4 EMBRACE RETURNS In the world of One Story Everywhere , where every touchpoint is an opportunity to create more nurturing, it’s time for another mindset shift. True enough, returns and exchanges do a ff ect your margin, but if you don’t see them as another opportunity to delight and wow the customer, they will e ff ect your margin in a more damaging way. www.2jcommerce.com
Buying gloves for example Rather than have simple measurements on the product page, so your customer has to jump through hoops and find and tape measure etc, have an at scale image appear on the screen, or be able to print it Order a floor plan for furniture, have it delivered for free, follow up emails and be sure to convert based on exceptional service www.2jcommerce.com
Take a leaf out of the Zappos book here. They allow consumers to return purchases for up to 365 days from the purchase date. Be brave, be visionary and make your returns policy too good to be true - your customers will love it and talk about it. www.2jcommerce.com
5 STAY FLEXIBLE Agile, flexible operations are going to be the key to success for ambitious eCommerce brands. The disruption of retail is only just getting going, so be prepared to transform everything; from value-chain supply, logistics, on demand global fulfilment, translation, production and transparency of location . www.2jcommerce.com
Your Challenge!! To demonstrate the value of inspiring your audience To reveal the reason that ‘Why’ Storytelling is the best way to do it To deliver a guide to digital curation “Today’s world wants to know you and the real story behind why you do what you do.” www.2jcommerce.com
2J Commerce are on Stand 106, and we have loads of sweets!!! Come and stop by, or get in touch through the website - 2jcommerce.com Thank you www.2jcommerce.com
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