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Your brand is the collective impact or lasting impression from all that is seen, heard, or experienced by customers who come into contact with your company and its products and services.
With e-commerce continuing its two decades of growth it is increasingly becoming a more common touch point for your brand.
The online experience of your brand should be 'easy' and 'convenient'.


9 ways to generate a great online experience
  1. Solve the six customer problems - see previous post.

  2. Cater for different customers and scenarios - see previous post.

  3. Reduce barriers or move them to the back of the journey.

                - allow customers to shop and checkout without registering

                - auto suggest search terms

                - remember details so they don't need to be entered again eg credit card numbers

                - auto suggest addresses

                - pre-populate form answers with the most common answers

  1. Personalise

                - Let customers bookmark products or create lists

                - Provide personalised search results

                - Provide personalised suggestions

  1. Provide great search, sorting and filtering

                - Ensure search results are sorted with the most relevant products shown first

                - Provide a variety of sort options eg relevance, price, new listings

                - Provide relevant filters to refine search results

  1. Provide great product information

  2. Provide great navigation, including product breadcrumbs

  3. Online chat

  4. Let customers easily view, and in some cases edit, their profile and order information.


Are there any brands that wouldn't want to be associated with the words 'online', 'easy', and 'convenient'?


Norm Ecommerce Corner Logo
About Norm Achibald, Senior Trader Product Lead

In 2009, I was extremely fortunate to accelerate my e-commerce learning with Olympic Software and Countdown Supermarkets, who at that time had been leading the market for over a decade.

From 2009 to 2017 we continued to grow the market with the introduction of new features like mobile sites, and 'click and collect' - it's hard to believe now that these once didn't exist.

In 2017 I moved to Bidfood and continued to learn more on the nuances of food and drink e-commerce for B2B.

Ange and I live in Morningside, and when I'm not obsessing on how 👪people, 📐design, and 🚀technology can combine to improve e-commerce, then you'll likely find me acting as an uber-like driving service for teenage children, and working out how to best fit a game of squash, and at least one hot yoga session, into my weekly schedule.

My role at Olympic is the Product Owner for an extremely empowering enterprise ecommerce platform known as Trader.

Working with Trader in FMCG, I was able to attain growth milestones of $1m per week, followed by $1m per day, and upwards again from there.

The quality of the platform gave me the confidence to continually set, and achieve, higher growth targets for sales, margin and customer satisfaction.

The platform was adopted by the Australian retail giants of Woolworths and Dan Murphys in 2013 and 2016 where it achieved even greater scale and sales volume levels.

Trader offers:

🛒 A basket that supports complex, targeted, pricing and discounting.

🎯 A content management system that provides powerful options for personalised and targeted communication.

📈 A team that quickly understands your business with a focus on maximising your e-commerce opportunities.

🔗 A pragmatic approach to integrating with internal and 3rd party systems to provide a complete e-commerce ecosystem covering essential areas such as customer service, order fulfilment, delivery, email marketing, loyalty, rewards, SEO, SEM, analytics and business insights.

Once established, Trader often meets new business requests without the need for additional development, making an extremely empowering enterprise ecommerce platform.