Online Commerce Lifecycle

Optimizing the Customer
Experience
Retail & Consumer Goods
The Online Customer Lifecycle &
Best Practices Report
2006 Forte Consulting. All Rights Protected and Reserved.
Content
Forte Consultancy Group Introduction

How We See The Online Customer Lifecycle
Online Customer Lifecycle Best Practices
Our Company
We are data-driven management consulting firm focusing on engagements in marketing,
customer care, and sales-related functions across select industries...
Functions Focused On...
Sectors Practiced In...
Telecommunications
Financial Services
Marketing
Retail & FMCG
Marketing
Focus
Sectors
Business
Intelligence
Customer
Care
Sales
Real Estate
Transportation
Government
Forte Consultancy Group. All Rights Protected and Reserved.
Forte Consultancy Group
Our Places of Practice

We have experience in nearly a dozen countries, managing operations through our
Istanbul and Dubai offices...
Countries Practices In
Istanbul
Office
Dubai
Office
Countries Practiced In
(Turkey, Romania, Croatia, Saudi Arabia, UAE, South Africa, Azerbaijan, Kazakhstan, Lesotho, Burundi, Zimbabwe)
Content

Online Visitor Relationship Ladder

In order to capitalize on such opportunity, we help companies build and grow
relations with their customers
Moving online store visitors up the relationship ladder

provides significant opportunities for growth:
LOYAL
Loyal customers have almost double visit to carts

Loyal customers have almost triple conversion rate
Loyal customers have 10% higher cart value
Source: MarketLive Performance Index
PURCHASED
INTERESTED
UNAWARE
We identify amount of
customers and prospects in each
stage and define targets as basis
for strategic priorities.
AWARE
eCommerce Customer Lifecycle

We analyze such relations for eCommerce sites across customer lifecycle
Visited
Subscribed
Viewed Item
Added Item
Abandoned Site
Abandoned Cart
Returned Goods
Bounced Payment
Paid
Initiated Payment
Initiated Check-out
Actions & Programs For Opportunities

and develop actions and programs for opportunities we identify across this
cycle
Only about 35%

of visits are
generated from
search engines.
Visited
Subscribed
Around 40% of
customers have 1
and out behavior.
Abandoned Site
Viewed Item
Overall cart
abandonment rate
is around 60%.
Only 9% of visits
end up in carts.
Added Item
Abandoned Cart
Returned Goods
80% of online
customers do
not have repeat
orders.
Bounced Payment
Initiated Check-out
Over 50% of
check-outs are
abandoned.
Paid
Initiated Payment
Source: MarketLive Performance Index
Decision Quality Maturity Matrix

We add value by putting information at the heart of all decisions and actions
throughout this cycle, as well as identifying and acting on untapped opportunities
Decision Quality
Mature Decisions
Well-Informed
Stage
We help you make most out of

your information base and take
actions based on them
Decisions are not consciously made

Actions do not have consistency
Daily happenings direct business
Key factor for success is luck
Decisions are based on absolute facts

All actions have consistency
Facts direct business
Key factor for success is accuracy
Some decisions are based on facts

Some actions have consistency
Facts direct some parts of business
Key factor for success is focus
Decisions are based on opinions

Actions have limited consistency
Personal motivations direct business
Key factor for success is experience
Impromptu
Stage
Guesswork
Stage
Free Fall
Stage
Maturity
Content

Customer Segmentation
Most leading retail and eCommerce companies leverage customer insights in
their operations, using various tools, such as customer segmentation
Purchase Behavior
Needs
Demographics
Category Behavior
Office Administrator
Brand Aspirationals
Price Value Shoppers
Trendy Quality Seekers
Price Sensitive Affluents
One Stop Shoppers
Conscientious Objectors
Social Shoppers
Business Reseller
Value-Seeking
Institutional Buyer
Sophie (Older shopper /

empty nester)
Foodservice Entrepreneur
Traditional Club Shopper
Caroline (Young, single

working woman)
Demanding / Experiential
Shopper
Vanessa (Married with

children)
Mom / Family CEO
Variety-Seeking
Brand-Seeking
Simplicity-Seeking
Discovery-Seeking
Quality-Seeking
Active Boomer
Sample
11
Collection of Customer Data

Such analytics practices require collection of right customer data, through various
means
Additional Services for

Information
Differentiation of Corporate
vs. Individual Registration
Golden Questions in Registration
Customer Clubs for Information Collection and Interest

Identification
Sample
12
Collection of Customer Data

which can range from basic customer identification data to in-depth customer
and social network profiling
Personal Shopper provides highly

customized recommendations and
value added services in return for
detailed demographics, life-style and
preference information.
Sample
13
Online Traffic Data

In addition to customer data, it is also critical to analyze pure web traffic data to
incorporate Internet user insights into actions
Sample
Seasonal search engine optimization for shopping keyword would result in higher ROI.
Search keyword analysis, as well as traffic source/destination analyses can have substantial impact
on visibility of online stores.
14
eCommerce Customer Lifecycle Step 1

First step in eCommerce customer lifecycle is visit to the online store, which
requires effective acquisition activities
Focus Area
Objectives
Create Visits
Visited
Attract different types of visitors to site

using alternative channels and
approaches, providing differentiating
value add
Sample KPIs
Number of Visits per Month
Unique Visitor Count per Month
Advertising Cost per Visitor
% of Visitors Bookmarked Site
Page Rank of Homepage
Guidelines
Use search
engine
optimization
using traffic
insights
Customize
acquisition
approach by
prospect
segment
Utilize
variety of
acquisition
channels
Provide
additional
reasons for
visiting site
15
Sample Practice
Fast and easy accessibility from search engines can substantially improve
visibility and traffic of online stores
Sample Case
Use search engine
optimization using
traffic insights
In addition to traditional
SEO for keywords
searched, various Google
tools are available
towards increasing web
site accessibility, hence
traffic
In addition to traditional SEO tools, RadioShack uses searchwithin-a-search option of Google to increase accessibility of its
products.
16
Sample Practice
Providing alternative means for visit attracts prospects with certain
channel habits
Sample Case
Utilize variety of
acquisition channels
Enriching means and

media of access is inline
with the global
telecommunications trend
towards convergence
ebays launch of desktop and mobile version of its shopping

environment increases convenience for customers accustomed
to use of certain tools and channels.
17
Sample Practice
Visibility in relevant web pages increases brand awareness and interest
Sample Case
Utilize variety of
Having visibility and

accessibility on sites
where prospects are likely
to be looking for products
is an effective acquisition
approach
On September, ebay launched an Internet browser add-on

which allows customers to compare price of products on any
web site (e.g. Amazon.com, Google.com) with ebay offerings in
one click
18
Sample Practice
Partner and customer involvement in acquisition allows further and
faster penetration
Sample Case
Utilize variety of
Referral programs with

business partners, channel
affiliates as well as
existing customers are
effective means for new
customer acquisition
Amazon.com effectively acquires new customers through its

associate web sites, using tools such as Page Recommender
Widget
19
Sample Practice
Involvement of partners in acquisition requires well-defined commission
and support programs
Sample Case
Utilize variety of
Motivation of affiliates
requires both monetary
and non-monetary
benefits
1-800 Contacts provides a laddered commission program for its

affiliates as well as structured support, with dedicated
relationship managers.
20
Sample Practice
Acquisition of traditional customers with limited web surfing behavior
requires visibility across traditional channels
Sample Case
Utilize variety of
Kiosks located at relevant

sites and partner stores
can boost awareness and
interest
Thomson uses kiosks located in shopping malls to increase

visibility and acquire traditional shoppers on-site.
21
Sample Practice
Coalition with online and traditional retailers can result in access to
wider prospect base
Sample Case
Utilize variety of
Nature of online and

catalog retail businesses
make them ideal
candidates for loyalty
program management
Greenpoints uses online catalog as the foundation of coalition

loyalty program.
22
Sample Practice
Customized content and merchandising by segment increases interest
and likelihood of word of mouth in targeted segments
Sample Case
Customize
acquisition approach
by prospect segment
Similarly, eCommerce sites

dedicated to certain retail
customers also exist (e.g.
AAFES for military,
DisneyDirect for kids)
Staples provides three different faces to its customers, based

on their segment (e.g. below/over 150 employees, industry).
23
Sample Practice
Lifestyle and interests of customers can be also leveraged to attract
visitors to site
Sample Case
Customize
acquisition approach
by prospect segment
It is possible to attract
visitors by understanding
what else they are
interested in, and
leveraging relevant
lifestyle concepts
BlueFly attracts fans of Gossip Girl, selling cloths in series

characters closets online.
24
Sample Practice
Focusing beyond products and providing additional value for customers
can attract first visit to site for many prospects
Sample Case
Provide additional
reasons for visiting
site
Articles, news, tools are

effective means for
creating traffic, if
including relevant content
for targeted prospects
Foster and Smith provides regularly updated articles for pet

owners, creating additional reason for visit for this targeted
segment.
25

Once visitor traffic is created, the next step is subscription of visitors, in order to
enable tracking and acting on customer information
Focus Area
Objectives
Subscribe Visitors
Subscribed
Visited
Motivate subscription at first sight,

providing additional value add and good
first impression
Sample KPIs
Subscriber / Visitor Ratio
Total Unique Subscriber Count
Number of Subscriptions per Month
% of Subscribers with Full Data
Duration From Visit to Subscription
Guidelines
Call to
action for
subscription
on landing
page
Provide
immediate
value add
for
subscription
Make
subscription
fast and
convenient
Promote
competitive
value
propositions
26
Sample Practice
Motivating customers to subscribe from first sight can substantially
increase subscription rates
Sample Case
Call to action for
subscription on
landing page
Landing page has the

ultimate power to lose or
gain a subscriber, which
requires a well positioned
call to action
Market Day calls its visitors to action, by promoting

subscription all across its landing page.
27
Sample Practice
Customer registration process is a key one, which should collect enough
information to know and communicate with the customer yet still stay
convenient and fast
Sample Case
Make subscription
fast and convenient
Multi-step registration
and drip irrigation
techniques are effective in
collecting customer
information without
causing irritation
Netflix uses a two-step approach to registration, creating

account with minimum information (recording customer email) and requesting additional details for purchase.
28
Sample Practice
Content personalization is not only a good value proposition for
subscription, but can also increase loyalty once registered
Sample Case
Provide immediate
value add for
subscription
Customization of content
by customer and
maintenance of customer
generated content create
additional reasons for
subscription
Barnes & Noble provides customers ability to create and

customize their own pages motivating subscription in return.
29
Sample Practice
Building community interactions on-site can motivate interactive visitors
to subscription
Sample Case
Provide immediate
value add for
subscription
Forums, chats and

discussion boards create
ability to attract
customers while making
minimal investments in
content development
Newegg provides access to other customers for technical

expertise exchange, both motivating subscription and building
community loyalty.
30
Sample Practice
Providing variety of communities facilitate interaction between different
types of people, attracting a greater variety of prospects
Sample Case
Provide immediate
value add for
subscription
Communities developed
around different topics of
interest attract prospects
from different
backgrounds and with
different needs
ebay takes one step further and builds sub-communities with

similar interest areas to motivate subscription and leverage
social networking concept.
31
Sample Practice
A more basic value add is direct discount or promotions for initial
subscription of first purchase
Sample Case
Provide immediate
value add for
subscription
First purchase discounts

are effective in
subscription, yet require
close monitoring to avoid
abuse
BlueFly provides 10% discount on first purchase, motivating

subscription and use of its online channel.
32
Sample Practice
Having a unique value offering, such as lowest prices is an ultimate magnet
for prospects
Sample Case
Promote competitive
value propositions
Being the best price

provider is a key
competitive positioning,
which creates customer
interest regardless of
other factors
Overstock capitalizes on the idea of Online Best Prices to

become a preferred supplier for its customers.
33
Sample Practice
Unique value propositions focusing on various customer needs can
become the reason for subscription
Sample Case
Promote competitive
value propositions
Competitive value
propositions can focus not
only on the products or
prices themselves, but in
the way they are
packaged or delivered
Amazon recently promoted its Frustration-Free Packaging as

an additional value proposition to motivate visitors become
customers.
34
Sample Practice
Over 70% of customers are interested in in-store pickup service, which can
differentiate multi-channel retailers against pure eCommerce players
Sample Case
Promote competitive
value propositions
In-store pickup is a lower

cost option for retailers,
where speed and lower
pricing can also be
attractive for customers
Circuit City provides in-store pickup for faster and cheaper

delivery of online purchases.
35

In order to have subscribers make purchases, the first requirement is creating
interest in items and making merchandise easily accessible
Focus Area
Objectives
Create Interest in Items
Subscribed
Viewed Item
Make items of interest easily accessible

and pro-actively communicate relevant
information on merchandise
Sample KPIs
Number of Items Viewed per Visit
Number of Items Viewed per Subscriber
% of Subscribers Viewing Items
Number of Categories Viewed per Subs.
% of Items Not Viewed for Long Time
Guidelines
Use
effective
and
alternative
categories
for items
Provide
ability to
search with
alternate
means
Pro-actively
recommend
items
Provide
creative and
instructive
item views
36
Sample Practice
Using alternative categorization schemas for items increase usability and
are proven to increase conversion rates by 34%
Sample Case
Use effective and
alternative
categories for items
Providing alternative
categorizations for
products let customers
reach out to searched
items faster and easier
Schwans provides alternative categorization, making its

products more accessible for customers looking for certain
types of offerings.
37
Sample Practice
Pro-active recommendations increase cross-sales rates and provide ability to
push higher profit items while providing convenience for customers
Sample Case
Pro-actively
recommend items
Customer specific
recommendation requires
understanding of
associations between
products as well as
customers needs and
preferences
Amazon provides daily recommendations and motivates

customers to share more information in order to improve its
recommendations.
38
Sample Practice
An effective site search function has substantial impact on accessibility
of items, increasing conversion rates by 40%
Sample Case
Provide ability to
search with
alternate means
Providing ability to search

by various means (e.g.
price, brand, features)
increase usability and
visibility of items
Zappos uses a number of tools (e.g. multi-criteria search,

popular search list, brand newsletter) to make its products
easily searchable.
39
Sample Practice
Site search is also an effective means for gathering additional
information about customers preferences, which can be used to provide
further recommendations
Sample Case
Provide ability to
search with
alternate means
Customers reveal
important information
about themselves when
searching for items, which
should be effectively
leveraged
TigerDirect provides in-depth search options, while collecting

more information about its customers.
40
Sample Practice
Information provided about products and how they are represented also
have significant impact on customers likelihood of viewing items
Sample Case
Provide creative and
instructive item
views
Providing detailed
information in a creative
way increases preference
for site over alternatives,
even if products are
available in other sites as
well
Martin & Osa provides 360 degree rotating view of its

products, to increase interest in its site visits and provide more
detailed information.
41

Conversion of interest into purchase intent is a key step, where high performing
retailers can increase their bottom-line significantly
Focus Area
Objectives
Create Purchase Intent
Viewed Item
Added Item
Translate interest into action by learning

from customers interests and following
up effectively
Sample KPIs
% of Views Resulting in Item Add
Number of Items per Cart
Value per Added Item
% of Items Viewed but not Added Freq.
% of Subscribers Viewing Items Only
Guidelines
Follow-up
and
promote
viewed
items
purchase
Identify and
act on
subscribers
using site
for viewing
only
Follow-up
interest in
out-of-stock
items
Translate
interest into
wish lists for
future
purchase
42
Sample Practice
Products which are easiest to sell are the ones already viewed by
customers, where pro-active actions can have immediate impact
Sample Case
Follow-up and
promote viewed
items purchase
Managing list of items

viewed by customer
trigger impulsive
purchases, while providing
convenience
Netflix keeps list of previously viewed DVDs and enables one

click purchase of these items.
43
Sample Practice
Subscribers who frequently view products but do not purchase any are
likely to be using other providers for purchases, who can be motivated
by extra value offerings
Sample Case
Identify and act on
subscribers using
site for viewing only
Activation of nonpurchasing subscribers is

possible with the right
value offering, such as
lowered fees for first
purchase
Halifax identifies its customers who havent purchased any

services yet and provides one time refund of its fees.
44
Sample Practice
Customers who were interested in out-of-stock items are the most likely
targets for these items after replenishment
Sample Case
Follow-up interest in
out-of-stock items
Personalized e-mails after

restock do not only create
good sales opportunities,
but also provide a good
experience for customers
Roots sends e-mails to inform customers about restocked

items, which they could not purchase earlier due to stock-out.
45
Sample Practice
Wish lists and gift registries translate interest into purchase, even if the
customer is not willing to buy for himself/herself
Sample Case
Translate interest
into wish lists for
future purchase
Gift registries are effective

means for both having full
share of wallet from an
event and getting new
customers
Williams-Sonoma enables registry for weddings, enabling

purchase of added items by others.
46

Keeping customers on-site and cross-selling before check-out require pro-active
actions, which can create substantial ROI
Focus Area
Objectives
Create Check-out Intent
Added Item
Init. Check-out
Avoid abandonment of added items

providing convenient transition to checkout and following up
Sample KPIs
% of Item Adds Abandoned
% of Item Adds Removed
% of Cart Value Proceeded to Checkout
Average Item Time in Cart
Average Time to Checkout
Guidelines
Provide one
click checkout
Cross-sell
before
check-out
Make single
item
purchase
faster
Make added
items
accessible
even if
abandoned
site
47
Sample Practice
One click check-out minimizes the time to proceed, leaving less time for
customer to change his/her mind while providing convenience
Sample Case
Provide one click
check-out
One-click checkout option

should be available across
all pages, to make it
accessible whenever
customer makes his/her
final decision
GAP allows one-click checkout while customer keeps adding to

his/her shopping cart.
48
Sample Practice
Single item purchase should be even easier, using already provided
information about customer
Sample Case
Make single item
purchase faster
Especially for non-grocery

retailers, one item
purchases are frequent
transactions, which should
be given extra attention
Amazon provides ability to purchase single item right away

without need for visit to check-out screen.
49
Sample Practice
Shopping cart based recommendations before checkout are effective
ways to motivate impulsive purchase before final action
Sample Case
Cross-sell before
check-out
Recommendations based
on current shopping cart
and not only the customer
history ensure relevance
for both the customer and
the occasion
Amazon makes recommendations based on shopping cart

content before customer proceeds to checkout.
50
Sample Practice
For customers who will review alternative sites or products, providing
access to items selected earlier can trigger sales in next visit
Sample Case
Make added items
accessible even if
abandoned site
Providing ability to
register selected items
increases likelihood of
purchase later if customer
will abandon cart in
current occasion
Dell keeps a separate My Saved Items list to manage added

items which are decided to be considered for purchase later.
51

Cart abandonment is a major issue for eCommerce sites, where convenient
check-out process as well as rigorous follow up are keys to success
Focus Area
Objectives
Avoid Abandonment
Init. Check-out
Initiated Payment
Ensure completion of check-out with

convenient processes and cart follow-up
Sample KPIs
% of Check-outs Abandoned
% of Potential Value Abandoned
% of Abandoned Carts Purchased Later
% of Abandonment to Competitor Site
% of Subscribers with Abandoned Carts
Guidelines
Provide
convenience
and speed
in checkout
Remind and
follow up
abandoned
cart
Motivate
abandoned
cart
purchase
with
benefits
Make cart
available in
next visit if
abandoned
52
Sample Practice
An easy and fast checkout step decreases likelihood of abandonment at
this very last stage
Sample Case
Provide convenience
and speed in
checkout
One page checkout with

auto-fill fields is a fast and
convenient way of
finalizing transaction
Ruelala gets all necessary information and enables updates on

one screen during checkout process.
53
Sample Practice
For customers with abandoned carts, reminder e-mails can refresh
interest
Sample Case
Remind and follow
up abandoned cart
Detailed information
about and direct access to
checkout in targeted emails can facilitate
completion of
transaction
Nordstrom sends e-mails reminding customers about their

abandoned carts, providing detailed information on their
content.
54
Sample Practice
Providing extra benefits for checking out abandoned cart can motivate
this transaction
Sample Case
Motivate abandoned
cart purchase with
benefits
A multi-step reminder and

benefits system for
abandoned carts can
create the highest
response rate while
keeping cost as low as
possible
Zales uses multi-step approach in its offers, first reminding

customers about their abandoned cart without any
promotions, than offering a discount in second reminder email.
55
Sample Practice
Keeping cart available for certain duration ensures saving losses due to
technical problems or customers forgetting about their carts
Sample Case
Make cart available
in next visit if
abandoned
In cases where customer

has initiated checkout yet
not completed payment,
likelihood of return is
considerably high
Drugstore.com keeps shopping carts available for certain

period, but clears out later to call customers to action.
56

Problems experienced in payment process not only mean lost cart sales, but also
could become a reason for customers lost forever
Focus Area
Objectives
Ensure Payment
Initiated Payment
Paid
Process payment securely and using

alternative means
Sample KPIs
% of Payments Bounced
% of Potential Value Bounced
% of Bounced Payments Abandoned
Payment Attempts per Purchase
Number of Fraudulent Cases Identified
Guidelines
Provide
alternative
means for
payment
Ensure and
promote
payment
security
Keep
customers
informed
about
payment
process
Follow-up
and recover
failed
payments
57
Sample Practice
Providing alternatives to bank transfers and credit cards can decrease
likelihood of defecting in case of payment problems
Sample Case
Provide alternative
means for payment
Installments and no
upfront payments are
effective for customers
with limited liquidity at
time of purchase
Louis Vuitton uses BillMeLater service to enable deferred

payment of goods purchased by its customers.
58
Sample Practice
Providing gift cards as payment alternatives can even attract those who
do not usually shop online
Sample Case
Provide alternative
means for payment
Gift vouchers are effective

for acquiring new
customers and facilitating
payment by alternative
means
Amazon provides gift cards for both retail and corporate

customers, to be used as gifts and incentives for employees or
own customers as alternative means for payment.
59
Sample Practice
Payment security is one of the key concerns about online shoppers,
where confidence can ensure purchase completion
Sample Case
Ensure and promote
payment security
Guarantee offerings,
backed up with security
certification can
differentiate online stores
in a highly sensitive area
TicketsNow focuses on reliability by proposing unconditional

guarantee and using most trusted security service providers.
60
Sample Practice
Providing information about the payment status and details increases
reliability while prompting immediate action in case of problems
Sample Case
Keep customers
informed about
payment process
Detailed and immediate

information on payment
confirmation and
problems is critical in
closing sales
Dell sends order confirmation e-mail to its customers, with

details on payment terms as well as contact information for
follow-up.
61
Sample Practice
In case of failures in authorization of payments, follow-up and pro-active
recommendation of alternatives are critical
Sample Case
Follow-up and
recover failed
payments
Convenience, alternative
options and immediate
response in payment
failure can avoid loss of
sales
Barnes & Noble informs customer about the authorization

failure and recommends alternatives on how to proceed, in
addition to details of failed order.
62

With a first purchase completed, the next stage is to close the cycle, getting
customers revisit and repurchase
Focus Area
Objectives
Create Repeat Visits
Paid
Visited
Identify and motivate non-returning

customers providing additional
information and value add
Sample KPIs
% of Subscribers with 2 Purchases
% of Subscribers with >2 Purchases
% of Subscribers with >1 Visit
% of High Value Loyalists
% of Subscribers with Returned Goods
Guidelines
Regularly
provide new
content and
offerings
Provide
value add
for repeat
business
Pro-actively
take actions
for dormant
visitors
Recommend
for cross
and up-sales
63
Sample Practice
Refresh cycle of content is a key parameter in visit frequency of
customers
Sample Case
Regularly provide
new content and
offerings
Recommendations,
articles and news can
become reasons for return
if relevant and frequently
updated
Barnes & Noble provides new content and information,

updated weekly, daily and even hourly.
64
Sample Practice
Frequency of update and variety of promotions are critical in motivating
customer return
Sample Case
Regularly provide
new content and
offerings
Providing pick of the day

promotions or changing
list of discounted items
create reason for frequent
revisit
Newegg provides new deals every day and week to keep its
subscribers coming back.
65
Sample Practice
Pro-active communication offering additional benefits is also necessary
to reactivate dormant customers
Sample Case
Pro-actively take
actions for dormant
visitors
Showing that the

company cares about
doing business with the
customer and offering
additional benefits can
motivate customers return
to site
Avon pro-actively communicates with its dormant customers

and uses free shipping to motivate re-activation.
66
Sample Practice
Reminders for special events which commonly trigger sales can increase
repeat business
Sample Case
Provide value add
for repeat business
Ability to set up
personalized reminders
create value for
customers, while creating
opportunities for
additional sales
Oriental Trading lets customers set-up reminders about special

events for repeat business on such occasions.
67
Sample Practice
Targeted and personalized reminders are effective means for repeat and
periodical purchases
Sample Case
Provide value add
for repeat business
Making one-click offers

targeted at same receiver
and occasion can
guarantee repeat
business
ProFlowers sends personalized (by sender and receiver)

periodical e-mails to motivate repeated purchase of gifts on
common occasions.
68
Sample Practice
Schemes creating repeat business upfront are effective means for
building customer loyalty
Sample Case
Provide value add
for repeat business
Product of the month

clubs create opportunity
to future-sell products
ensuring relation with the
customer for months
Harry & David gets its customers subscribe to clubs with

monthly product deliveries to ensure repeat business from one
purchase.
69
Sample Practice
As in traditional retailing, loyalty programs are effective means for
repeat business in online stores
Sample Case
Provide value add
for repeat business
High performing loyalty

programs not only
promote repeat business
but are also used as
means for collection more
customer information for
actions, (e.g. with
registration)
Borders provides a loyalty program with points schema,

including initial subscription benefit to increase interest and
collect additional information in registration process.
70
Sample Practice
Personalized and targeted recommendations for cross-sales create high
return on investment while avoiding irritation due to overcommunication
Sample Case
Recommend for
cross and up-sales
Identification of neverpurchased relevant

products and their
promotion means
increased share of wallet
and loyalty
Tesco pro-actively sends e-mail to its customers for purchases

in never-purchased categories with extra benefits.
71
Sample Practice
New product launches create important opportunities for
communications and promotions, which need to be managed in a
targeted manner
Sample Case
Recommend for
cross and up-sales
New products can be

effectively promoted to
customers with relevant
history for re-activation
and quick sales of new
products
Tesco informs customers about new products, which are

relevant to customers purchase histories.
72
FCG eCommerce Services

Forte Consultancy Group provides services in increasing eCommerce
performance, through effective strategies and tactics across customer lifecycle
Forte Consultancy Group can assist you

Contact us for details at info@forteconsultancy.com
Do you know your own performance across customer
lifecycle?
Are you aware of the untapped potential of your site

and have strategies and tactics to realize them?
We can assist you in
Definition of eCommerce KPI and targets

Analysis of current eCommerce performance
Design and set-up of performance reporting
Can you use customer intelligence effectively to

target customers and take the right actions?
Definition of ideal data elements to be collected

Segmentation of visitors and customers
Prediction of site abandonment & churn risk
Analysis of cross and up-sales likelihood
Prediction of customer response to offers
Automation of advanced recommendations
Discovery of main and niche targets for campaigns
Assessment of eCommerce current state

Re-engineering of customer experience
Design and execution of marketing communications
Design and execution of one-time and repeating campaigns
Refinement of product portfolio and value propositions
Refinement of web site design features
with customized approach for each of following objectives
Creating visits
Subscribing visitors
Creating interest in items
Creating purchase intent
Creating check-out intent
Avoiding abandonment
Ensuring payment
Creating repeat visits
73
The information contained in this document, much of which is confidential to Forte

Consultancy Group, is for the sole use of the intended recipients. No part of this
document may be reproduced in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior written permission of Forte
Consultancy Group.
Forte Consultancy Group | Istanbul Office
Forte Consultancy Group | Dubai Office
Giz 2000 Plaza, No: 7/57,

Maslak, Istanbul - Turkey
info@forteconsultancy.com
+90 212 230 9004
Business Central Towers Office #902B

Dubai Media City, Dubai United Arab Emirates
info@forteconsultancy.com
+971 4 439 03 97

Online Commerce Lifecycle

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Optimizing the Customer

2006 Forte Consulting. All Rights Protected and Reserved.

Forte Consultancy Group Introduction

Sectors Practiced In...

Retail & FMCG

Forte Consultancy Group

Our Places of Practice

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Forte Consultancy Group Introduction

Online Visitor Relationship Ladder

Moving online store visitors up the relationship ladder

Loyal customers have almost double visit to carts

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Forte Consultancy Group

eCommerce Customer Lifecycle

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Forte Consultancy Group

Actions & Programs For Opportunities

Only about 35%

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Forte Consultancy Group

Decision Quality Maturity Matrix

We help you make most out of

Decisions are not consciously made

Decisions are based on absolute facts

Some decisions are based on facts

Decisions are based on opinions

Forte Consultancy Group

Forte Consultancy Group Introduction

Sophie (Older shopper /

Caroline (Young, single

Vanessa (Married with

Mom / Family CEO

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Forte Consultancy Group

Collection of Customer Data

Additional Services for

Golden Questions in Registration

Customer Clubs for Information Collection and Interest

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Collection of Customer Data

Personal Shopper provides highly

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Online Traffic Data

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eCommerce Customer Lifecycle Step 1

Attract different types of visitors to site

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Forte Consultancy Group

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Forte Consultancy Group

Enriching means and

ebays launch of desktop and mobile version of its shopping

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Forte Consultancy Group

Having visibility and

On September, ebay launched an Internet browser add-on

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Referral programs with

Amazon.com effectively acquires new customers through its

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1-800 Contacts provides a laddered commission program for its

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