VTEX Commerce Canvas The canvas was created by VTEX Customer Success Team to guide Business Review Meetings with our customers. With this framework at hand, we can understand ecommerces current state and decide on future goals. The
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Presentation Transcript
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VTEX Commerce Canvas The canvas was created by VTEX Customer Success Team to guide Business Review Meetings with our customers. With this framework at hand, we can understand ecommerce’s current state and decide on future goals. The strategies and tactics are defined according to these pre-established priorities.<br>
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Ecommerce Canvas Logic<br>
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CUSTOMER ACQUISITION SHOPPING EXPERIENCE POST PURCHASE Awareness Consideration Activation Content Loyalty Reactivation Exploration Decision MOP Order Delivery Customer Service CUSTOMER RETENTION New Users Churn Sessions Bounce Add to Cart Conversion %Canceled Delivered Time NPS METRICS PROJECTS STRATEGY ACTUAL REVENUE GROWTH: REVENUE GROWTH GOAL:<br>
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CUSTOMER ACQUISITION SHOPPING EXPERIENCE POST PURCHASE Awareness Consideration Activation Content Loyalty Reactivation Exploration Decision MOP Order Delivery Customer Service CUSTOMER RETENTION New Users Churn Sessions Bounce Add to Cart Conversion %Canceled Delivered Time NPS METRICS PROJECTS STRATEGY Strategies for your customers to know you have a digital operation. Strategies for your brand to be considered for purchase. Usually
communications on category level. Strategies for a specific product sale. Usually
communications on product level. Keep brand awareness on recurring users and expand SEO traffic. Recommend complementary and replacement products. Also, explore Loyalty and Rewards programs When users do not reach the expected purchase frequency, implement strategies to reactivate them At the landing page give options so customer can explore store’s assortment with banners, menu, and search bar. When customers find what they want, you
should give them information about the
product, shipping policy, and return policy, in order to push them to checkout At Moment of Purchase, you need to
have a frictionless checkout with a
whole bunch of shipping and payment
options in order to achieve higher conversion rates. You can have strategies like same day delivery process, ship from store, ATP (available to promise) and many other options. You must have different carriers with different service levels, varying on cost and delivery time. Pickup Points and tracking are important strategies too. You can offer free
returns, different channels to answer customer inquiries, change order automation and much more. ACTUAL REVENUE GROWTH: REVENUE GROWTH GOAL:<br>
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Operational Recommendations<br>
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CUSTOMER ACQUISITION SHOPPING EXPERIENCE POST PURCHASE Awareness Consideration Activation Content Loyalty Reactivation Exploration Decision MOP Order Delivery Customer Service CUSTOMER RETENTION New Users Churn Sessions Bounce Add to Cart Conversion %Canceled Delivered Time NPS METRICS PROJECTS STRATEGY Physical Store
Cooking blogs email
facebook email
facebook Recipe blog
Nutrition Content Weekly Vegetables Free Shipping Omnilogic Search
Categories Menu
Recipe Menu
Recommendations Meal Estimate
Saved Money
Saved Time
Beautiful Photos
Nutrition Value
Receipts
Shipping Costs Fraud Check
Credit Card
Pay on delivery
Vegetables Subscription Central Warehouse Home Delivery First Party Ops
Phone
Chat
Social Networks
Bot
Email
Free Returns 130% 70% 40% 35% -50% 1.5% 10% 90% 89 Operation: Desktop Sessions Operation: Grow Sessions Ship from Store InStore Pickup Omnichannel 50% 57% Example ACTUAL REVENUE GROWTH: REVENUE GROWTH GOAL:<br>
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When Growth Plan is executed, the results must reflect on Canvas. Projects must be written on the respective area and metric improvement must be observed.
Operational recommendations, when implemented won't be written on canvas, since
the process or feature is already in place. On next page we can see our example after growth plan execution.
Projects, are now part of canvas. When analyzing the metrics we can see that the % of orders canceled reduced 20% percent but
conversion didn’t improve with pickup point implementation, as expected.
Sessions, in green, have grown, but we don’t have to write it down on canvas, since the
result was achieved by an operational improvement on Facebook and email campaigns focused on desktop devices. GROWTH PLAN EXECUTION<br>
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CUSTOMER ACQUISITION SHOPPING EXPERIENCE POST PURCHASE Awareness Consideration Activation Content Loyalty Reactivation Exploration Decision MOP Order Delivery Customer Service CUSTOMER RETENTION New Users Churn Sessions Bounce Add to Cart Conversion %Canceled Delivered Time NPS METRICS PROJECTS STRATEGY Physical Store
Cooking blogs email
facebook email
facebook Recipe blog
Nutrition Content Weekly Vegetables Free Shipping Omnilogic Search
Categories Menu
Recipe Menu
Recommendations Meal Estimate
Saved Money
Saved Time
Beautiful Photos
Nutrition Value
Receipts
Shipping Costs Fraud Check
Credit Card
Pay on delivery
Vegetables Subscription Central Warehouse Home Delivery First Party Ops
Phone
Chat
Social Networks
Bot
Email
Free Returns 130% 70% 70% 35% -50% 1.5% 7% 90% 89 Operation: Grow Sessions InStore Pickup Omnichannel 50% 70% Example ACTUAL REVENUE GROWTH: REVENUE GROWTH GOAL: Ship from Store<br>
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About Customer Success Team We invite you to challenge the future and create new perspectives with the VTEX Commerce platform. We are focused on understanding our customer’s ecommerce
framework, goals, strategies, and projects to achieve his annual objectives. Based on programmatic Business Review Meetings, we co-create a Year Playbook with Operational and Project Recommendations to drive Revenue growth and increase Engagement Score.<br>
