Forecasting impact for e-comm update

TLDR:

• Identifying the market segment (TAM,SAM,SOM) for a real-time tracking initiative for our e-commerce customers we deprioritized and focused our efforts elsewhere.

• I used a combination of quantitive approaches to identify market segments (SQL to identify current market size, Surveys to identify our capture rate).

Background

Establishing priority becomes a necessity when you have an abundance of opportunity.

We were nearing the end of a project and decided to build out the business case for our upcoming identified initiative.

I started building the business case.

We are starting this initiative now for several reasons:

• We recently updated the UI of our maX orders page and introduced new features for users to easily find orders.

• We have identified enhancements based on customer feedback from these recent updates.

• Branches are increasingly adopting the drivers app which will provide us the data needed to provide real-time order statuses.

• We think this is a critical experience to provide users on our WIP maX mobile app.

• We think this will be a critical experience for our future initiative of guest checkout.

• We think this will be critical for our future initiative of WW customers shop & buy experience on maX.

Overview

The initiative was providing our B2B2C customers with a suite of tools to better track their orders. The initial thought was having features like:

• Notifications of order status

• Real-time tracking of order status as opposed to current delayed status

• Accessible POD's

• Tracking individual product status on orders

Would increase customer engagement, reduce the time our branch spends answering order status questions, and increase our e-comm sales.

We thought this because it's what we found in doing research done by others. We found research that supported:

1. 77% of customers check their order status more than once.

2. 87% of customers said that realtime order tracking made their shopping experience more enjoyable

3. 24% of customers were extremely likely to return to a brand that provided real time order tracking.

*These surveys were not conducted by Reece.

KPIs

• ARPC (Average revenue per customer)

• WAC (Weekly active customers p/ division)

OKR

Deploy a real-time tracking feature for orders within Q2 (now- Dec.) to:

• boost customer engagement by [x]%, or page view

• reduce order status inquiries by [x]%

• Increase maX sales by [x]%

*We hadn't yet identified how much of an impact we thought we could have yet

How will it benefit our company and our customers?

• Reduce inquiries with our branch staff on order status.

• Providing more visibility for customers to see where their order is. (Engagement)

• Provide us with data to measure branch fulfillment ops.

How does it align with our vision and strategy?

• Personalized experience for customers

• Greater or equal UX than competitors digital order tracking experiences.

Market Segment

Customer data for the last 7 months (Feb - Aug)

TAM/ SAM/ SOM

• TAM (Total addressable market): All Reece customers (WW & PHVAC). [Feb - Aug]

• SAM (Serviceable available market): All current maX customers. *Purchased on maX in the last 7 months [PHVAC] *WW customers who logged into maX [Feb - Aug]

• SOM (Serviceable obtainable market): maX customers who shop at branches who use the drivers app/ who we think we could get to use the drivers app from now to Dec. [Feb - Dec.] (historical and forecast)

Snapshot

• 100% of WW branches use Descartes representing 15 customers

• 5% of (9)Plumbing branches use Descartes representing 44 maX customers.

• 1% of (1)HVAC branch uses Descartes representing 6 maX customers

*Values are hidden