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Ecommerce SCANR Checklist

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12 views

Ecommerce SCANR Checklist

Uploaded by

guptaakshita011
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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eCommerce Checklist

1. Search
Objective – Ensure that the shopper is able to find your product based on the need that is being searched.
Depending on the product, keywords should be prioritized based on the recent searches.
Measurement – % Share of searches (How many times does your product come up in the Top 7, when the
shopper searches against identified keywords)
Actions:

 Draw up a list of keywordss generally associated with the products.


 Embed the keywords in the content and the pictures
 Where needed, consider buying the keywords

2. Content
Objective – To win with the shopper at the point of purchase through content that delivers superior
understanding of the product. The content (both pictures and text) should be persuasive with clear
reason to buy call out. Content ensures better search results as also very convincing value proposition.
Measurement – % of views converted into product going in the basket.
Actions:

 Review content and photos for listed products. Check for keywords.
 Where possible, provide additional content: KOL blogs, videos, podcasts, advertising, etc or a link
directing to it
 Monitor competitor products for ideas, responses, trends
 Engage with active followers and fans to get inputs
 Ensure your brand promise and purpose are communicated for the products to provide a strong reason
to buy
 High-quality images must be put up along with the product details
 In the case of campaigns and brand promotions, the banners/creatives are aligned to the brand
objectives and follow the equity guidelines
 The banners that are periodically displayed are most updated and reflect the right brand message. The
frequency of refresh is optimized based on the platform analytics
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3. Navigation
Objective – To ensure that the shopper is able to navigate to your product on the platform based on the
shopper decision tree. The products are categorized correctly, and the navigation is intuitive.
Measurement – Products can be reached within a specific (3?) clicks from the home page and 100% of items
are categorized correctly based on the shopper decision tree.
Actions:

 Work with the merchandising team to ensure proper classification of products


 Periodically review the navigation on the site, especially for new items on the listing
 Validate the shopper insight with annual frequency to see if the v=category assumptions still hold

4. Assortment & Availability


Objective – To provide the right assortment on the platform based on the shopper behavior and customer
strategy. Pack size and promotional bundle reflect the brand strategy and platform strategy. Shoppers
should always find the product in supply on the site and in the physical dispatching warehouse to
complete the order fulfillment.
Measurement – % of OOS, Number of orders rejected due to unavailability of stocks, GM% and % of
logistics cost to the price, freshness of the products
Actions:

 The platform always has sufficient inventory, especially during the campaigns
 Pack price architecture reflects shopper insight
 The RTM ensures quick replenishment and the ability to respond to demand fluctuations
 Pack size reflects the platform strategy and is reviewed to ensure that the pickup price delivers the
expected GM%

5. Price & Promotion


Objective – To provide the best value to shoppers based on their willingness to pay on the occasion. Pricing
reflects the channel strategy and the role of the channel for the shoppers. Pack Price architecture
delivers the optimum volume density on the platform
Measurement – % of compliance to the pricing strategy, effectiveness of the promotions (ROPS), GM%
Actions:

 Check the platform and monitor the prices across all channels/customers
 Monitor promotion effectiveness for key promotions and benchmark with the customer/category
 Strategize the pricing with the customers
 Measure the impact of pack price architecture on the P&L of the customer
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6. Reviews and Ratings


Objective – Give the shopper confidence in buying the product based on the recommendation of other
shoppers. The reviews reflect the consumer delight with Dole products. Dole must win with consumers
based on the pre and post-buying experience.
Measurement – Rating score and number of favorable reviews.
Actions:

 Be responsive to the feedback on the site and close open loops


 Drive up satisfaction through post-purchase engagements

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