From big consumer names like Tommee Tippee and New Look to niche outdoors specialists, Andy has provided the essential expertise to ensure profitable outcomes. Ecommerce is a team effort and Resonant is there to ensure that you have the right players and they know what's required of them.
UPDATING & MIGRATING WEBSITES
The typical time between major ecommerce platform migrations or upgrades these days is only 3 years. Given that it typically takes 12 months from project scoping to launch, it's understandable that most teams are very cautious - especially if they already have significant revenues at risk.
This makes the analysis and planning phase crucial to a successful implementation that grows the business, rather than damaging it (which happens more frequently than companies like to admit). Beyond the business case and objectives, Resonant focuses on the following:
Requirements. What are the performance and functional front-end and back-end requirements and what's essential versus nice to have?
Platforms. Can the chosen platform meet the requirements or is there a selection process to be undertaken?
Integrations. What third-party software is required and what marketing, finance and supply-chain integrations are required?
SEO and Online Marketing. What processes are needed to maintain traffic and visibility post-launch?
Resources. What financial, human and technical resources are available and what's actually needed?
Resonant has a lot of experience in dealing with the technical and human aspects of site migrations or major upgrades - it's stressful; there are multiple stakeholders and providers; knowledge is often kept in silos. In truth, the call to Resonant often comes after the first wheel has fallen off and somebody has worked out that early intervention might be the best option (not ideal, just please don't call if you're at the third or fourth wheel).
MAKING IT SUCCESSFUL
Every ecommerce operation, whether its a pure-play, an extension of a traditional retailer or a brand-owner's online showroom, needs to be commercially viable and achieve the objectives set for it.
It's not as easy as it sounds, especially in a world of savvier shoppers, systems complexity and constant innovation in user experience, analytical tools and back-end technologies. Frankly, if you’ve been led to thinking that building, or rebuilding, an ecommerce website is the answer to creating a successful online business, please call for a candid discussion of what's really important in successful ecommerce.
The requirements for a successful ecommerce business still focus on an effective transactional website, but this is just the centre of an ecosystem that stretches backwards into customer service and operations and forwards into other parts of the online world and your customers. Today, most projects are on-going and often include elements such as integrating systems, working with carriers, social media marketing and even salesforce training.
Success, of course, relies on having a strong and distinctive proposition for the target audience, but this is easily neutralised by poor implementations, either technically or in terms of usability and communication.
Resonant's role is to ensure that clients are fully aware of the wider 'recipe' that their particular situation requires - a outdoors equipment brand owner that wants to engage people that are unaware of their products has very different needs to an omnichannel outdoors retailer that wants to ensure they get the sale instead of the competition.
All that Wiring and Integration (who knew?)
With the advent of shoppable social media posts, multichannel management software and dozens of other integrations from carrier aggregators to marketing automation, integrating the systems below counts as a pretty standard project for a developer today.
In fact, systems integration is part of a new phase in ecommerce - improving business processes, marketing and customer engagement and satisfaction. At the same time, it creates even greater complexity and a bigger gap between those who embrace it and those who struggle to keep up. In general, the outdoors sector has been behind the curve, but the every-reducing costs of these technologies make it possible to move quickly and relatively cheaply.
For those businesses that are product category specialists and have also become ecommerce specialists, these developments are very welcome - allowing them to catch up with the 'big boys' once again.