E-commerce as a service: why launch your offer?

The service aspect of commerce is increasingly expected by consumers. Whether for assembly, configuration, maintenance or repair, the buyer wants to have access to a service offer at the time of purchasing products, and sometimes this even conditions the act of purchase. At the same time, we see that repairability and durability are important issues that increasingly concern consumers. The “servicization” of commerce is not just about bricks and mortar, it extends to e-commerce and presents many opportunities.

How to go from a product seller to a solutions and experiences seller? How to rethink your customer value proposition around a differentiating service offering? What are the challenges of this transformation? Which KPIs to watch?

To answer these questions, we received during a webinar: Pauline Gouache, Key Account Manager and Mickael Braconnier, CEO & Co-founder of Dealt, retail services solution, Olivier de Montlivault, CEO of SOS Accessoire, leader in self-repair and sale of spare parts for household appliances and Maxime Chapsal, Head of Business Project at Rue du Commerce.

Proposing a service offer: the answer to a tense context?

In an inflationary context, with rising costs of energy and raw materials and facing the standardization of supply and prices, how can e-merchants differentiate themselves? The integration of a service offering allows brands to reinforce their historical business model of selling products, adapting to constantly changing consumption patterns that increasingly tend towards durability and repairability.

3 types of ecommerce as a service offers:
  • Post-purchase services (advice, delivery, installation, etc.) that increase the product’s conversion rate.
  • Recurring services (training, maintenance, repair) that are a lever for customer satisfaction and loyalty.
  • Subscriptions (for example, the Darty Max subscription offering repairs and extended life of appliances) that allow for recurring income.

Be in tune with new consumer expectations:

The second-hand and second-hand market is growing and is part of the long-term evolution of consumption patterns. Among environmental and budgetary concerns, repair is particularly an answer for consumers who want to consume more responsibly, controlling their expenses.

  • 67% of consumers consider the shopping experience more important than price when choosing a brand. [1]
  • 81% of buyers consider the possibility of choosing personalized services as a true purchase criterion. [2]
  • 64% of shoppers want to be able to book a product installation service after a purchase. [3]
  • 74% of French people choose to have their home appliances repaired, 45% of them turn to a professional. [4]

What are the advantages of launching an e-commerce service offering?

  • Adapt your offer and business model to the evolution of consumption
  • Improve customer satisfaction and loyalty
  • Reinforce brand positioning and commitment to reparability
  • Respond to an existing request for support on installing, configuring, and repairing products
Some questions and challenges:
  • Target specific needs to create a tailored service catalog
  • Implement the offer into the customer journey to make it easily accessible
  • Collect and process diagnostics as part of a repair offer
  • Work on offer marketing
The main steps in integrating an e-commerce service offering:
  1. Define value-added services
  2. Model the customer journey
  3. Set the predicted ROI
  4. Develop the offer on the website
  5. Establish follow-up processes
  6. launch offer
3 key performance indicators to track 🇧🇷
  • The average margin on the sale of services
  • The conversion rate
  • The turnover of products eligible for the services

To learn more and delve deeper into the subject, visit:

The webinar replay with feedback from SOS Accessory and Rue du Commerce

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If you are a member, you can access it simply by logging into your MyFEVAD account. If you are not a member and would like information on joining FEVAD, please do not hesitate to contact us at contact@fevad.com.

The PDF presented by Dealt during the webinar

Sorry, this content is for members only.

If you are a member, you can access it simply by logging into your MyFEVAD account. If you are not a member and would like information on joining FEVAD, please do not hesitate to contact us at contact@fevad.com.

Sources:

[1] Gartner 2020

[2] Digital LBI 2021

[3] Octopia-IPSOS 2022

[4] YUGOV 2021

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