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Ecommerce infrastructure

After selling a DTC business expansion to the Thule executive team, my next priority was preparing Thule's internal teams to run a successful ecommerce business, or a "business within a business" as I often described it.

 

I used this wheel to outline how each team's responsibilities would be important and to help them visualize their role in this endeavor.

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Later, I added all of the supporting external players around the wheel to round out the full visual of all that goes into running an ecommerce business.

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Ecommerce infrastructure
Customer journey mapping
Customer joune mapping
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In the first half of 2020, I led a cross departmental team of 15 at Thule in developing the Americas region DTC requirements for 2021.

 

We built buyer personas for our 4 main product categories and developed customer journey maps, using the template in the image here.

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We had 4 groups present their customer journey maps along with a SWOT analysis. With each group's findings and recommendations we then developed a unified, regional set of DTC requirements to take us into 2021.

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While the process of building personas and mapping customer journeys was certainly interesting, I found the most value came in bringing together team members from different departments with different perspectives to identify and solve problems.

Product reviews strategy

Product reviews crept onto Thule's radar in much of the same way it unfortunately does for many companies - as a problem to solve. At Thule we always offered a product reviews platform but did very little to fully leverage it. With its undoubted growing importance and visibility to consumers (and executives and investors), it quickly became time to treat product reviews with a strategy unto itself.

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I developed the strategy roadmap below to guide our team in pivoting from a "set it and forget it" mode to one that leverages the product reviews platform in a way that was relevant to our brand and sales objectives.

 

Since putting forth a renewed effort in 2020, we've been able to switch reviews platforms, upgrade our reviews display for increased user engagement, seed over 50 products through a sampling & review program, and syndicate reviews to dozens of e-tailers, increasing review counts by 545%. As this journey is fresh, there's still much work to be done with soliciting reviews and managing them, but laying a new foundation has been a significant step in taking proactive control of reviews to turn them into a more positive and authentic outlet for our consumers.

More DTC/ecom strategy, leadership & skills
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Expert

  • CMS & ecommerce platform: Sitecore and Sitecore Commerce

  • Performance marketing management

  • Free shipping testing and analysis

  • Discount code strategy, development and deployment

  • Returns

    • Return policy development

    • Return process development

    • Return process optimization

  • Fraud protection

  • Site translations, supporting 23 languages

Proficient

  • Ecommerce platform experience: Shopify Plus, WooCommerce

  • Google Analytics reporting and analysis

  • Usability testing, A/B testing

  • Email marketing strategy

  • Search engine optimization (SEO) analysis for website menus

  • Accessibility and scoring

  • Data privacy and compliance - GDPR, CCPA, PIPEDA

  • Payment option expansion, including financing

  • Multiple currencies, supporting USD, CAD, and BRL

  • Shipping tiers and rate development

  • Pro site specification, testing, development and strategy

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