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eSC Plan 2021 (BK & LS)

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FEBRUARY 2021 ADDENDUM

3 strategies:

Similar brands to existing Clients (Lego/Grohe/Whirlpool) - offer them existing coverage

Prepare list of e-retailers where we deliver today

Prepare list of Brands interested: Mattel, Hasbro, Philips, Samsung, Hotpoint, Ariston, Electrolux

e-retailer first: LATAM, Live feed (100k requests)

Adopt product for Marti, then expand to others in LATAM

Put together a list of Brands for which we get 10k requests. Brands/products we don’t have as customers, but retailers request via real-time delivery - potential pipeline

econtent Landscape (you vs. competitors, you vs. e-retailer capabilities)

Prepare econtent landscape for existing eStoreCheck brands

Think of eStoreCheck user as starting point - tell him where he has a gap

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Target - turn from 500k fragmented service + developers sale to 5m SAAS

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Product

Integrate with eStoreCheck for automated gap closing

Make it self-service

Synchronize language with agency language (ie. structure vs. layout)

Set default values and exporters for key e-retailers

Make setting up a new project easy with step-by-step in-system guidance for new users (instead of 3 day training)

Make importing existing brand content from ‘elsewhere’ easy

Show scorecard vs. e-retailer specific in-store possibilities based on eSV audit (ie. additional text fields, number of images, etc

Agency-brand workflow insystem with approval/feedback functionality (with default process)

Connection to masterdata systems and provide two-way communication to feedback errors in masterdata, incl. AI (weakness of salsify)

Make it as simple to make 10 SKU and 1000 SKU by agency (creators, etc…)

Drive it as an internal solution? - a la Grohe Product Center

Make creation in other languages/localization easy

Make it fit the concept of “econtent development that helps win search”?

Prepare add-ons to Salsify/Syndigo/others - what are they? eStorelabs services (Tools + the agency)

Coverage

Finalize connections to brandbank and other syndicators

Build list of e-retailers in coverage - define starting point: Lego, P&G, CEE electronics, allegro, Grohe, Unilever, Whirlpool, Mattel, other

Define brands with who to build coverage

Current list:

https://docs.google.com/spreadsheets/d/1sPa6o_DNW5paonTrS9Mc0S-fY5Hv3wQd5Yi97DEtlCg/edit?usp=sharing⁠

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P&G desired list:

https://drive.google.com/open?id=1jtKmGX6IrE72qupKLiwZQ8GkEvVV1KSX&authuser=lukas%40estoremedia.com&usp=drive_fs⁠

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Lego structure with Salsify, Flixmedia, Syndigo and others:

https://drive.google.com/open?id=1kG199v67KS3h_AiGpSq3iirbJTV67JvJ&authuser=lukas%40estoremedia.com&usp=drive_fs⁠

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Commercial

Connect in a way that eStoreCheck users learn about it via eStoreCheck, not the other way around

Assign a product owner

Win with some key brand, create success stories

Remake calculator to reflect set-up/one-time and going/maintenance costs

Channel sales: make it worthwhile for eSL or EBI to sell vs. their own services

Design cost structure, so that brand pays more if they have more content

Start marketing to drive awareness

Partner with EBI to go after their Clients: Nespresso, Mattel

Priorities

300 key e-retailers (P&G, Lego list)

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