Modernized checkout for IOS app

Guest Checkout Experience

**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