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The E-commerce Flywheel

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Abstract

The year was 2009, and Raj Rao and Loran Gutt, two of the leaders tasked with running 3M’s eTransformation team, faced a serious problem. The 110-year-old company, historically the category captain in old-school brick-and-mortar departments such as office supplies, home improvement, and kitchen cleaning, had done little to digitize its products and get them ready for e-commerce. Now they faced a daunting task: how, with a small team, to prioritize and maximize their returns on e-commerce.

Keywords

  • Online Retailer
  • Demand Generation
  • Trade Promotion
  • Content Health
  • Search Engine Optimization

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Notes

  1. 1.

    https://pulse.custora.com/pulse/platform

  2. 2.

    www.smartinsights.com/ecommerce/ecommerce-analytics/important-e-commerce-traffic-sources/

  3. 3.

    www.wordstream.com/articles/most-expensive-keywords

  4. 4.

    http://backlinko.com/google-ranking-factors

  5. 5.

    www.digitalmarketer.com/ecommerce-email-marketing/

  6. 6.

    www.smartinsights.com/ecommerce/ecommerce-strategy/increase-retail-traffic-chartoftheday/attachment/retail-ecommerce-orders-traffic-sources-2/

  7. 7.

    www.convinceandconvert.com/social-media-strategy/social-media-is-a-terrible-ecommerce-tactic-or-is-it/

  8. 8.

    www.acosta.com/tradepromotion.pdf

  9. 9.

    http://marketingland.com/amazon-is-the-starting-point-for-44-percent-of-consumers-searching-for-products-is-search-losing-then-145647

  10. 10.

    http://fortune.com/2016/05/11/retailers-stocks/

  11. 11.

    http://fortune.com/2016/07/11/amazon-prime-customers/

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© 2017 David Feinleib

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Feinleib, D. (2017). The E-commerce Flywheel. In: Bricks to Clicks. Apress, Berkeley, CA. https://doi.org/10.1007/978-1-4842-2805-0_8

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