book

E-Commerce Growth Strategy

Name: E-Commerce Growth Strategy
Author: Kunle Campbell
ISBN: 9781398607996

by Kunle Campbell

August 2023

Intermediate to advanced

336 pages

9h 45m

English

Kogan Page

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Cover
Endorsements
Titlepage
Dedication
Contents
List of Figures
List of Tables
About the author
Introduction
Why I wrote this bookThis book aims to help youintro_h2_003
1 How to think about and approach e-commerce growth
Why most people failStarting with a first principles approach to e-commerce growthPrinciple 1: The customer is front and centrePrinciple 2: Optimize experience for habitual purchasePrinciple 3: Hone a culture of experimentation and continuous improvementPrinciple 4: Channel agnosticism – embrace channel marketing to growPrinciple 5: Winning in e-commerce requires a brand-driven attitudePrinciple 6: Growth is cross-functionalReferencesFurther reading

2 Collaborative cross-functional growth
The first step in your cross-functional journeyThe e-commerce growth stackCritical business functions that deliver growthProduct development (R&D)OperationsCustomer serviceMarketingFinanceFinancial growth trapsTechnology stackMergers and acquisitions (M&A)ReferencesFurther reading
3 Brand core: the foundation for growth
Why brand?BrandBrand storyBrand equityThe three pillars of brand buildingBrand positioningBrand voice and toneVisual identityBuilding your brandCulture as part of your brandWrapping upReferencesFurther reading
4 Consumer behaviour
How our brains are fundamentally wiredYour funnel psychologyThe psychological building blocks of a brand strategyWrapping upReferencesFurther reading
5 Customer data
Being customer-centric starts with your dataUnderstand what you are optimizing forCollecting company data (infrastructure)Collecting customer data (methods)Collecting customer data (types)The changing landscape of data gatheringPutting your data strategy into actionAdvancing your data strategy through segmentation and personalization (starting out)Preparing for advanced tactics and strategiesAdvancing your data strategy through segmentation and personalization (growing)The bottom line on customer-centric dataReferences
6 Customer acquisition
Demand generationBecome a cross-functional full-funnel marketing specialistThe video economyBuilding a community-first content platformThe power of influenceWord of mouthDemand captureWrapping upReferencesFurther reading
7 Retention for long-term growth
Why retention matters: the numbersImproving retention and CLVTurning customer returns into a revenue-generating opportunityLoyalty programmesMaking success a habitWrapping upReferencesFurther reading
8 Audience and community building: why high-growth e-commerce brands are publishers
Building tribesAre your brand’s social media accounts ‘communities’?Building communitiesMake your customers the stars of the showCaptivate, don’t just communicate: get your customers hookedYour brand as a publisherReferencesFurther reading
9 Lifecycle marketing and personalized experiences
Introduction to lifecycle messagingCustomer data: the foundation of customer-centric messagingMessaging tipsDefining the customer journeyRFM analysisA primer on your tools of the tradeOther channelsIdentifying areas for improvement in your messagingWrapping upReferencesFurther reading
10 Search engine marketing
Why SEM?Popular search engines and key platforms for paid searchThe fundamentals of SEOLinking it all togetherTechnical SEOMeasuring your SEO performancePaid searchBrand name vs non-brand name searchSitelink extensions in searchShopping in the search engineKey paid search metricsHiring a paid search agencyHiring in-houseWrapping upReferencesFurther reading
11 Paid social advertising
Why social?Why paid social?Decreasing attention spans and rising advertising costsThe power of videoTypes of videoPlatformsInfluencer marketing in detailPaying up: your paid strategyPaid KPIsHiringWrapping upReferencesFurther reading
12 Channel marketing
Your journey will start on a single channelIn-store is the final frontier for the digital-first D2C playerA marketplace-first approachChallenges in an omnichannel worldWrapping upReferencesFurther reading
13 Product development cycles for growth
Your product decides whether you’ll be praised or persecutedThe product + marketing + customer experience loopReferencesFurther reading
14 How to cultivate a culture of experimentation
Failure is a prerequisite to invention/why you need a culture of experimentationBuilding a culture of experimentationTips for experimentationReferencesFurther reading
15 Alternative but effective routes to e-commerce growth
Growth through inclusivity and sustainabilityInclusivitySustainability – please don’t greenwashMeasuring performance on inclusivity and sustainabilityAmplifying your company culture and valuesJoint ventures for growthGrowing through roll-up M&APublic relations for growthWrapping upReferencesFurther reading
16 Finance: what you should know and an overview for growth
Engineering e-commerce growth through financeThe modern finance stack for e-commerce storesAccounting and bookkeeping for e-commerceBuilding your finance teamPricing and marginsWrapping upReferences
17 Tracking success: team makeup and key metrics
KPIs to drive your commerce successOperationsLast-mile deliveryInventory-related KPIsFinanceMarketingCustomer success KPIsOther metricsReporting your key metricsReferences
18 Develop your growth roadmap
IntroductionGrowing from $0 to $1 millionGrowing from $1 million to $10 millionGrowing from $10 million to $50 millionGrowing from $50 million to $100 millionGrowing $100M+ Growing to $1 billion and beyondYour next stepsReferences
Index
Copyright

Content preview from E-Commerce Growth Strategy

Retention for long-term growth

Now that you have learned what it takes to acquire customers, it’s time to focus on how to keep them coming back for more. After all, customer retention is just as important as customer acquisition. In this chapter, we cover how to deliver experiences that delight, whether it be through customer experience, messaging and email marketing, or building on the omnipresent underpinnings of human psychology to keep customers in your orbit. This chapter will build into the next, where we cover community building and the fundamental sociological realities that e-commerce brands can leverage to create long-term sustainable brand growth.

Why retention matters: the numbers

Introduction to retention

RETENTION AS AN INNOVATION ...

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E-Commerce Growth Strategy

by Kunle Campbell

Retention for long-term growth