Customer Fulfillment
Products & Services that can move online & Platforms Available
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AND THE DC BUSINESS IMPROVEMENT DISTRICTS TABLE OF CONTENTS
4-Part Webinar series ➔ Getting Your Business Online will cover these topics: ➔ Creating Online Awareness
➔ Customer Fulfillment
➔ Reinforcement: Analyze and Improve
Strategy - July 9th, 2020 LEARNING OBJECTIVES
How can my business fulfill customers’ needs online?
➔ Attendees will be able to identify key pieces of their business that need to be translated online (e.g. branding, product description, inventory management, pricing strategy, delivery/ shipping methods).
➔ Attendees will become familiar with the different methods and platforms available for selling products or services online (e.g. social media retail vs. digital marketplace/ restaurant delivery apps vs. business-owned website) and develop an understanding of the cost and technical knowledge involved in using these methods.
4 ➔ Things to Consider When Going Digital 3 Types of E-Commerce - Platform Review Online Ordering for Restaurants General Considerations for Taking Your Business Digital GENERAL CONSIDERATIONS
How do I manage & describe my inventory?
You may have a system for managing inventory for your brick & mortar store; the same things apply online:
➔ List the quantity of each product you are selling ➔ You need to count how many have been sold and update the quantity available ➔ List products that are in stock/ out of stock ➔ List prices for every item ➔ Product Descriptions, Specs, & Disclaimers
7 GENERAL CONSIDERATIONS
What type of images/ design assets do I need?
What type of imagery/design assets are needed?
➔ Brand logo(s) ➔ “Hero” Image ➔ 1 - several pictures of each product you intend to list on your marketplace ➔ Product description text and details for product listings
Categorize/ filter your products
➔ Ex: shop by color, price, brand, type of product
8 Things to Consider When Going Digital ➔ 3 Types of E-Commerce - Platform Review Online Ordering for Restaurants E-COMMERCE CATEGORIES
Defining Social Media Retail vs. Marketplace vs. Website
➔ Social Media Retail ◆ A business who sells their products through social media only and needs to accept payment from customers; limited inventory
➔ Marketplace ◆ A way for a business to have a digital “storefront” that is part of a much larger website controlled by a third-party ◆ This includes retail marketplaces and food delivery platforms
➔ Business-owned Website ◆ A virtual store owned and operated by a business; can be “powered by” an internet engine such that the business owner can develop the website using templates and standard tools
10 The Key Players
SOCIAL MEDIA RETAIL MARKETPLACE BUSINESS OWNED WEBSITE
Marketplace SUMMARY TIME NEEDED TO SET UP
Shopify
Amazon Wix COST Etsy Squarespace
Facebook Marketplace
TIME NEEDED TO SET UP Social Media Retail SOCIAL MEDIA RETAIL
Getting Started: How to Started with Social Media Retail
➔ Establish social media account(s) ◆ Facebook ◆ Instagram ● Instagram Shopping
14 SOCIAL MEDIA RETAIL
Getting Started: How to a Manage Social Media Business
➔ Post a product for sale on your social media account(s) ◆ Including basic pricing/ product details ➔ With Shoppable Post/Stories Customer can Instantly Click to Purchase ➔ Payment are collected through Instagram/Facebook ◆ Options for Quick Checkout Available ➔ Deliver product to customer
Shopping on Instagram Business Guide Instagram Shopping 15 SOCIAL MEDIA 101
Social Media Platform Overview
Users 2.2 billion 1 billion
Audience Gen X and millennials Primarily millennials
Local Business, Community-Based Online Businesses, Clothing Stores Businesses, Restaurants Best for
16 Social Media Retail Pros & Cons
PROS CONS
➔ Minimal upkeep ➔ Shipping not included
➔ Quick set up ➔ Need audience/Followers
➔ Requires social media account + ➔ Could feel illegitimate a way to accept payment SOCIAL MEDIA RETAIL
Instagram one of the leading social media platforms, originally started as a photo sharing app. Today, Instagram has transformed to be used by businesses of all kinds to bring a visual representation of their company and what they represent. Instagram has added a in app checkout feature that allows business to sell on platform using stories and post.
PROS CONS Free Subscription/Cost per ➔ Visual Representation to ➔ Customers are Instagrams Listed Item Your Product Offering not Your Business
➔ Mobile Friendly ◆ Customer Information Sharing ➔ Pre-Existing Audience ➔ Customer Experience is ➔ Easy to Start Owned by Instagram
18 SOCIAL MEDIA 101
Social Media Platform - Payout and Acceptable Payments
Business Payout Twice Monthly
Account Minimum $100
- Credit/Debit Card Acceptable - Paypal Payments
19 Marketplace (Community) Retail MARKETPLACE 101
Marketplace Platform Overview
Users 47 million 150 million (Prime) 2.2 billion
Baby boomers, Generation Millennials, closely followed Audience X, and millennials, Gen X and millennials by Generation Z Generation Z
Homemade Gifts, Vintage Clothing, Electronic, Crafts, Local Business, and Trendy Clothing, Small Business, Niche Community-Based Best for Unique Jewelry, Crafts Businesses Businesses, Restaurants
21 Marketplace Pros & Cons
PROS CONS
➔ Minimal upkeep ➔ Competition
➔ Simple and Easy Set Up ➔ Marketplace Platform - Customer Service ➔ Pre-existing Audience ➔ Control Over Decisions ➔ Good Pre-existing User Experience MARKETPLACE
Etsy 101 Etsy is the global marketplace for creative goods! Do you make speciality jewelry, or handcrafted wooden furniture? Maybe you sell vintage items, Etsy may be the best platform for your business! This platform is perfect is you fall within one of the following three categories:
➔ Handmade Items ➔ Vintage Items ➔ Craft Supplies
Free Subscription/Cost per PROS CONS Listed Item
➔ Setting Up Your Etsy Shop ➔ Pricing Competition is Easy (Mobile App!) ➔ Etsy Shares in Profits ➔ Built in Audience! Ideal ➔ Cannot Capture Customer customers are already Emails, Future Marketing on Etsy! Potential is Low ➔ Be Yourself, Sell Unique Things
23 MARKETPLACE
Amazon 101
Amazon is a world renowned business, this well known company offers a platform for companies to sell their products to their existing customer base. They offer a fixed-price structure that places you on the site alongside other business of all sizes. Today 300,000 small and medium Sized businesses are selling on Amazon.
PROS CONS
➔ Large and Diverse Existing ➔ High Competition Monthly/Annual Subscription Audience Base Model ➔ Amazon Owns Customer ➔ Easy to Set Up w/ access to Relationship Amazon warehouse shipping fulfillment ➔ Keeping Inventory in Sync w/ ➔ Unique Products Sell Well! Other platforms
➔ Low to No Marketing Cost
24 MARKETPLACE
Facebook Marketplace Facebook is the world’s largest social media platform with over 2.4 billion users. The platform allows user to buy and sell to each other, this is perfect for businesses who already have a Facebook page and followers, you can compare this platform to others like Craigslist, Ebay, and OfferUp. Facebook Marketplace is perfect for selling and building your brand within your local community.
PROS CONS
➔ Large Audience Base Free Subscription ➔ Restrict Retailers from Selling
➔ Easy to Set Up & Free to Use on Marketplace
➔ Local Community Sales (31 ➔ Buyers Can Retract Offers & Mile Radius) Delayed Payment from Facebook ➔ No Ads - Focus is On Products for Sale ➔ Self Storage of Product
➔ Less Protection for Your Business 25
➔ ➔ MARKETPLACE 101
Marketplace Platform - Payout and Acceptable Payments
3-5 Days Following 3-5 Days Following 2 Times a Month from Last Business Payout Settlement Settlement 30 Days of Sales
Account Minimum $25 $1 $100
- Credit/Debit Cards - Credit/Debit Card - Credit/Debit Card - Etsy Gift Cards - Checking Account - Paypal Acceptable - Apple Pay/Google - Gift Card (Amazon) Payment Pay Amazon Pay - Paypal 26 Business Owned Website BUSINESS OWNED WEBSITE
Types of Ecommerce Marketing: Business Owned Website
➔ WIX ➔ Shopify ➔ SquareSpace
28 BUSINESS OWNED WEBSITE
Business Owned Website Platform Overview
Users 180 million 2.1 million 180 million
Business on 500,000 100,000 228,000 Platform
Industry Impact B2C B2C B2C
Product Services, Event Services, Creative Services, Food and Beverage, Non-Profits, Best for Professional Services
29 Business-owned Website
PROS CONS
➔ Business owner needs a domain ➔ High up-keep involved and name knowledge of technology
➔ Only your business is on the site ➔ Lack of support
➔ You can customize to your brand ➔ Initial cost are high compared to other options ➔ More flexibility to make product listings, filtering, section of online ➔ Less organic traffic store match what you sell BUSINESS OWNED WEBSITES
WIX
Wix provides all industries with a great platform for website and sales, ranging from restaurants, retails stores, and even construction companies. The platform offers a fairly easy tool to build websites even for those who don’t think they are tech savvy. Business looking for a great user friendly tool should look no further, Wix will allow you to go digital and gain the customers you are looking for.
PROS CONS Monthly/Annual ➔ Massive Template Library ➔ Free Plan Forces WIX Subscription ➔ Easy to Use (Drag and Drop Branding Interface) ➔ Site in Not Transferable ➔ Easy Email Marketing and Social Media Posting ➔ App Integration is Pricey
➔ Business Customer Support ➔ Data Export - Manual Process
31
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➔ ➔ BUSINESS OWNED WEBSITES SquareSpace
Squarespace provides a platform for business owners to build a website for with no coding with a user friendly content management system. The use of easy to use template allow for users to customize the website to their liking. This is ideal for businesses of all kinds including but not limited to: 1. Service Based Companies (ex:Health and Wellness Businesses) 2. Professional Service Companies (ex: Interior Designers/Decorators, Freelancers, Photography) 3. Product Based Companies (ex: Clothing, Accessories, Food & Beverage) 4. Online Communities (ex: Events, Non-Profits)
PROS CONS Monthly/Annual Subscription ➔ Comprehensive Customer ➔ Set Up is not Intuitive Support (Training) ➔ Free Custom Domain (w/ ➔ Hidden Fees (Typical Fee Annual Purchase) Structure) ➔ Modern Template Designs & Built in Mobile Capabilities ➔ No 3rd Party Applications or Extensions ➔ Square (POS) Integration ➔ Glitchy at Time
32
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➔ BUSINESS OWNED WEBSITES
Shopify
Shopify provides a platform for people and businesses to sell products of all kinds, paintings, antiques, and even handbags. This platform is ideal for business looking for a inventory management system with the ability to sell on other sources like Pinterest and Facebook. Shopify can handle large inventory with ease allowing you to sell as much as you wish to. Most importantly is easy to use and very tech friendly.
PROS CONS
➔ Sell Your Product on Multiple ➔ Only 10 Free Templates Monthly/Annual Channels (Physical Products Subscription Options & Digital) ➔ No Email Hosting ➔ Customization of Page based on Theme Selection ➔ App Integration Disrupt Theme ➔ User Friendly - Easy to Get & Come at Additional Cost Started (Helpful Community) ➔ Advanced Plans Are Pricey ➔ Supports over 100 Payment Processors 33
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➔ ➔ BUSINESS OWNED WEBSITES
Business Owned Websites - Payout and Acceptable Payments
Business Payout Weekly Weekly Weekly
- Credit Cards - Credit Cards - Credit Card/Debit - Debit Cards - Debit Cards Cards - Paypal & Square - Amazon Pay - PayPal Acceptable Payment - Direct Payment - Apple Pay - Apple Pay - Google Pay - Square - Direct Payments
34 GETTING CUSTOMERS THE PRODUCT/SERVICE!
Customer Service in Digital Transformation
➔ Discuss how to get products to customers ➔ Pickup ➔ Delivery ◆ Shipment ◆ Carriers for Local Stores
➔ Returns
35 Learning Objectives How can my business fulfill customers’ needs online? • Attendees will examine why different methods and Customer Fulfillment platforms available for selling products or services online (e.g. social media retail vs. digital marketplace/ restaurant delivery apps vs. business-owned website) might be a good fit for their particular business or industry • Attendees will understand how live-streaming can be used as a digital replacement for or supplement to existing product/ service offerings. PAYMENT COLLECTION & PROCESSING
Learning Objectives
➔ Attendees will understand the basics about online payment processing methods most typically associated with different types of e-commerce. ➔ Attendees will develop a baseline understanding of the service-fee structures involved in online marketplace platforms/ food delivery apps vs. website-creation tools.
37 Things to Consider When Going Digital 3 Types of E-Commerce - Platform Review ➔ Online Ordering for Restaurants Payment Processing Payment options + customer base building Platforms Your business either already has a payment processing process in place or you are handling cash! Payments & Here are options available to move away from cash only or adding an option for your customers. Customer These platform not only allow you to accept payment but allow you to manage your customers and Engagement communicate with them through the information they share when making payment!
Square Toast Level Up
Benefits: Benefits: Benefits: 1. Consistent rates 1. Front of House Management 1. Phone Payment 2. Clear pricing 2. Back House Management 2. Great for Restaurants/Food 3. Simple, Easy, Safe to set up 3. Guest Engagement Services Businesses and accept payments. 4. Digital Ordering Payment Option: Payment Option: Payment Option: 1. Phone Payment 1. Chip Readers 1. Chip Readers 2. Mobile Wallets 2. Mobile Cost for Business: a. Apple Pay 3. Tap to Pay 1. One Time Hardware Cost b. Android Pay 4. Kiosk a. Scanner - $50 c. Samsung Pay b. Tablet - $100 3. Digital Invoices Cost for Business: c. Flat Rate Cost - 1.95% 1. Software - $75/Terminal Cost for Business: 2. Installation - $499 1. Debit Card Payment & App a. Self Install Discount Marketplace- Free (50%) 2. Credit Card/Online Payments - 3. Flat Rate Processing Cost 2.75% - 3.75% of transaction Payment Processing PayPal, Venmo - Add this info in Platforms
Payments & Customer Engagement
PayPal - Business Venmo
● Accept Payments ● Connected to PayPal ○ Online ● Accept Payments ○ In Person ○ In Person ○ Phone/Email ○ Online ● Make Payments ○ Apps ○ Immediate Access ● ○ Pay Promptly ● Fees: ○ Simplify Payouts ○ 3% Credit Card Processing Fee ● Manage Risk ○ Free for all other payments ○ Fraud Protection ● ○ Seller Protection ● Accelerate Growth ○ Working Capital ○ Easy to Implement Promotions ○ Sell Internationally ● Streamline Operations ○ Control Cash Flow ○ Speedy, Simple Resolutions ○ Gain Business Insights Online Ordering for Restaurants ONLINE ORDERING - RESTAURANTS
Online Food Ordering Platform Overview
Users 19.3 million Diners 15 million Diners 22.62 million Diners
Business Users 300,000 + Restaurants 300,00 + Restaurants 300,000 + Restaurants
Payments Accepted Debit/Credit Card Debit/Credit Card Debit/Credit Card
42 ONLINE ORDERING - RESTAURANTS
ALL THE PLAYERS
While we have focused on a few of the players in the food delivery & instant ordering apps that are available, below is a full list of other companies who do the same things but may work better for your business model! Also take a look at Digital Trends Food Delivery Apps of 2020
➔ UberEats ➔ GoPuff ➔ GrubHub ➔ Caviar ➔ DoorDash ➔ EatStreet ➔ Postmates ➔ Seamless ➔ Instacart ➔ Delivery.com ➔ ChowNow
43 CUSTOMER FULFILLMENT
Picking the Right Platform
The hardest part when deciding to start a e-commerce site is selecting the platform that will work best for your business. In the current age of technology you have many options, however, knowing what platform is best for your Vintage clothing store or your gift shop will make or break your experience! Think about what you are selling, who your audience is and which platform will you best for the time and cost your business has!
➔ Social Media Retail ➔ Community Marketplace ➔ Business Owned Websites ◆ Instagram ◆ Amazon ◆ WIX ◆ Facebook ◆ Etsy ◆ Shopify ◆ Facebook ◆ SquareSpace
Marketplace
44 CUSTOMER FULFILLMENT Recap
➔ General Guidelines for Moving Online ➔ E-Commerce Type/Platform Review ◆ Pros/Cons ◆ Audience ◆ Payout ➔ Online Ordering ➔ Selecting the Right Platform
45 CUSTOMER FULFILLMENT Free Resources for Small Businesses
➔ Shopify Introduction Guide ➔ Selling for Facebook ➔ Instagram COVID Response Directory ◆ Shopify COVID Response ➔ DoorDash COVID Updates ➔ WIX Beginners Guide ➔ DoorDash Getting Started ◆ WIX COVID Response ➔ UberEats Getting Started
➔ Amazon Beginners Guide ➔ UberEats COVID Blog ➔ Grubhub Getting Started ➔ Instagram Shopping Guide - Facebook ➔ Grubhub COVID Blog ➔ Instagram Shopping - Set Up Guide & Tips - ➔ DC Phase 2 Reopening Hootsuite ➔ Shopping on Facebook ➔ Etsy - Beginners Guide ➔ Paypal Helping Your Small Business
➔ Facebook for Business ➔ Venmo Business 46 DC SMALL BIZ DIGITAL PLAYBOOK
Join our Facebook Group!
➔ Connect with us and other small business owners
➔ Access tools and resources
➔ Participate in group conversations
➔ Share experiences that will help you make your business digital ONLINE PRESENCE What’s Next: Reinforcement - Analyze and Improve
➔ Discussion and Tip on how to improve your online presence based on what we have discussed during this series! ➔ Improving your online strategy
Online Customer Reinforcement: Awareness Presence + + Fulfillment + Analyze & Improve
48 IN PARTNERSHIP WITH
AND THE DC BUSINESS IMPROVEMENT DISTRICTS