Our team was lucky - we very often implemented solutions based on 1C 8.3 in online stores. Below we have accumulated some experience in optimizing processes in companies engaged in Internet business. If you wish, you can contact us for help in implementing the most daring decisions for your business ().

Nowadays, e-commerce is gaining momentum by leaps and bounds. This is natural: shopping online is really convenient. The buyer receives a purchase delivered at the right time and place at a very attractive price. Demand creates supply, and now some “electronic” retailers have replaced offline stores in market volume.

How do a few achieve success?

Modern business is unthinkable without reliable information system, this has become especially true for online stores. It often turns out that market leadership is achieved thanks to IT solutions. Some entrepreneurs even call their organizations “IT companies”, having a main product that is in no way related to information technology and automation.

Below we will tell you about your experience and modern technologies in the field of e-commerce. The main “tricks” that can be used to increase business efficiency will be described. In practice, the implementation of these techniques gives an increase in profits up to 200%.

General structure of the information system for automation

First of all, we will describe the general architecture of the system.

1C for an online store is not a ready-made configuration, but a list of solutions that we recommend for implementation in your company. 1C is a powerful accounting system that allows for comprehensive automation of Internet business. All other modules are connected to it, such as:

• exchange with the site;
• commercial equipment for sales;
• equipment for ;
• integration with mobile applications;
• sending SMS notifications to clients;
• and much more…

Integration of 1C with an online store

By default, the integration of 1C with online stores based on Bitrix has the following solutions:

These solutions can upload data about products (names, balances, prices, pictures, etc.) to the website and download information about new customers and their orders from the website.

What can be improved?

Let's roughly divide the work into several blocks: procurement and warehouse, customer relationships (CRM), marketing and pricing, delivery. Let's take a closer look at them.

Purchasing and warehouse

This area has almost limitless potential for improvement. Let's start with something simple.

Introduction of barcoding

It is impossible to imagine any modern enterprise without barcoding. The items are received using barcodes, checked when issued to the client, and an inventory is taken. Using the barcode on order forms, you can quickly and conveniently find required document in the system and track actions with it.

Without this technology, virtually no modern enterprise can survive. Values ​​are clearly and clearly identified, document flow is orderly.

Cellular warehouse

Implementation of an address warehouse reduces losses in warehouses by up to 30%, and increases the speed of delivery of goods by up to 70%.

Automatic receipt of invoices and price lists from suppliers

This method consists in the fact that the system automatically generates a receipt document from external files (for example, Excel). Data arrives in completely different places - mail, downloaded from a scanner, and so on. Next, the storekeeper can only check (scan) the goods that have actually arrived and check with the invoice.

Automatic acceptance of invoices reduces labor costs, now you can direct your company's resources to important matters.

Receiving price lists from suppliers allows you to keep all purchase prices “at hand” and know Which supplier has the best price? at present.

Smart needs analysis

There are a lot of smart people in the world who have written a lot good books, have developed a lot of interesting techniques. One of these techniques is the theory of limitations of the legendary Eliyahu Moshe Goldratt (detailed -).

The 1C subsystem for managing an online store, developed by us using these methods, allows automatic mode find bottlenecks and answer key questions:

• WHAT to buy (produce);
• WHEN to buy;
• HOW MUCH to buy.

The module graphically displays what, how much and when to purchase:

Why is this necessary?

A large amount of warehouse inventory is a burden that is trying with all its might to drag the company to the bottom. This is a risk that tomorrow this product may become irrelevant and remain in your warehouse forever. These are working capital that lie idle in your warehouse.

Your sales volume is 1 million per year, the balance in the warehouse is 3 million. Let's say you have taken some actions to optimize your inventory. Your sales volume is still 1 million, but your inventory is now 1 million.

Where did the 2 million go? Right - they are on your account in the bank.

Order assembly

If you are an experienced entrepreneur in the field of Internet commerce, you probably know what losses a company incurs due to an incorrectly collected order. Especially if the company has a very large assortment, the products in the model of which differ only by “one letter”. The buyer will not pay for items that he did not order, and the courier will not travel for free once again due to a warehouseman’s mistake.

Barcoding is great for solving the issue of assembling customer orders. To assemble orders, the storekeeper scans all the items in the order. If all items are scanned correctly by the barcode scanner, the system allows you to issue documents. The warehouse worker collects the order into a package and attaches printed documents.

This decision reduces the probability of a storekeeper's error to zero. The costs of implementing 1C 8.3 for an online store and this methodology pay for themselves in just a couple of weeks, and then bring net profit.

Customer Relationship Management (CRM)

Managers who communicate directly with customers are the most important link in the sales chain. On the Internet, a person does not see the beautiful interior of a store and cannot touch the purchase. Therefore, the most important goal is to convince the seller himself of the reliability of the product.

CRM

CRM is a set of functions that can be used to automate interaction with the customer. Typically, this module allows you to manage each client, set reminders, assign tasks to other departments, and store additional information.

You can probably imagine how much a forgotten call to a client at the right time costs. Sometimes, due to the manager’s forgetfulness or negligence, the company does not receive additional profit. And this is impossible to control without an information base.

Having a CRM allows the manager to see all stages of current sales.

Analytical reports (for example, sales funnel) can show at what stage does an organization lose a customer?. What positions need to be strengthened? The manager won't forget again make an important call to a client.

SMS alerts

SMS alerts have become standard High Quality service. Using short messages, the client is informed about:

• changes in order status;
• the appearance of long-awaited items in the warehouse;
• the approach of the courier;
• and so on…

Good example how to use SMS to increase sales: if the product is out of stock, create a “notify when in stock” button. Once the item is in stock, send the buyer a message ().

Sales scripts

• Do you often use your accumulated base for additional sales?
• When was the last time you offered consumables to customers?

Have you thought about it?

Yes, making an additional sale to an already “warm” client is 10-20 times easier than selling to a new client. Just call the client, remind them of yourself, ask how the product performed. Offer consumables. Perhaps he is already ready to buy a more modern model?

And for simplicity, you can use prepared methods in the program. The operator simply selects required script conversation and clicks on the answer options.

A simple example: An operator selects a script for selling water filters, the program automatically generates a list of buyers who bought filters 11-12 months ago. What could be simpler?

In addition to creating the ability to use scripts in the program, we provide services for creating sales scripts for your business - just call us.

The use of scripted sales technology increases efficiency of work with clients by 50% or more, rather than the operator’s own inventions on how to sell the product.

Analogue products

Real life situation: Once I wanted to upgrade the TV in my bedroom. I studied many sites, read reviews, and found the optimal model. The last stage of the search was to select a store with the most attractive price and delivery conditions. My choice fell on a regular, seemingly decent online store in Moscow. I called the number provided to place an order. But here I was met with failure - the required model was not in stock. But that's not the most interesting thing.

The dialogue looked something like this:

IM manager: Good afternoon! Online store “…….”!

Me: Hello! I am interested in the TV model “…….”. Can I order it?

IM manager: Sorry, unfortunately, this model is out of stock.

Me: Okay, thank you, goodbye.

Manager IM: All the best!

Ordinary situation? Manager didn't even try offer another, similar brand of TV. Didn't ask my name or phone number. He simply missed out on a client who had spent quite a lot of money searching for him. Given modern competition and service quality standards, this is simply unacceptable behavior. You're just losing potential client, and therefore revenue.

Later, when we analyzed the behavior of managers in such a situation with the management of medium and large online stores, we came to the conclusion that managers, due to the lack of the necessary knowledge, are simply afraid to offer any kind of replacement for the person. This is especially noticeable in stores with a very large assortment.

Lack of competence can be very easily compensated for by a good information system. An example of such use: at the moment when a person tries to find out the remaining stock of a product for a certain nomenclature, immediately offer him other analogue products.

In the program, analogues are implemented in two ways:

• analogues are installed by an “expert” - a person who is very well versed in the assortment;
• analogues are selected by the program itself - the product is given a certain number of properties (qualities), with the help of which you can find the most similar positions. For example, for TVs this is the diagonal, picture quality, ability to connect to the Internet, and so on.

The introduction of this method of managing analogues allows you to reduce banal customer losses when even inexperienced managers and operators work. Usually, losses due to lack of knowledge of the assortment are reduced to 100%.

Related products

Are you sure that managers know exactly the related products that are most often purchased with the main products? A simple example is an electronic device and batteries for it. However, there are also more complex examples that can only be obtained from statistical data.

The 1C 8.2 system has the ability to analyze item items sold “together” for an arbitrary period of time. This information can be very useful when the manager places an order for the buyer.

According to statistics, this approach allows increase sales up to 20% through additional sales of accessories and consumables.

Delivery of goods

Delivery is a very important point of contact with the buyer. Sometimes an unpunctual and forgetful courier completely discourages the desire to place an order again in the same online store.

Automated order receipt and reporting

1C Enterprise for an online store generates orders automatically, taking into account the maximum proximity to each other to optimize routes. The courier is given a summary sheet with a barcode, which indicates the goods required for delivery, the form and amount of payment.

After the delivery is completed, the courier is listed as a debtor until he reports to the cashier for the funds received from clients. The cashier knows how much he should be refunded for which orders - he simply scans the delivery form and accepts cash.

Implementation this method reduces number of losses Money, the system is transparent and understandable.

Control over couriers

For operational control over couriers, you can use GPS equipment. Modern equipment allows you to specify the accuracy of the device location to 3 meters.

By introducing such equipment, you can always tell exactly where the courier is, and whether he is “bombing” in a company car.

Mobile applications for couriers

Using applications, you can help the courier build the optimal route to all points, taking into account traffic jams. Never have a phone in your pocket will not let you forget about the need to notify the client and in an hour.

Postal items

In addition to courier deliveries, online stores usually use postal services. Such shipments are quite complex and time-consuming. It is necessary to fill out forms with a huge number of fields - the likelihood of errors is very high. Often, preparing to send one order can take about 30 minutes. This is simply unacceptable on an industrial scale.

For example, forms 113, 116, EMC form and many others:

Automatically filling out such a form in the system takes one second, and the presence of errors is reduced to zero - the system takes the data entered by the buyer.

Imagine how much Employee time can be saved in this way? When you consider how many errors can be avoided by simple automation, the system becomes invaluable. By the way, mailing- not a cheap service.

Data exchange with courier services

Today, the largest players in the courier services market provide the opportunity to exchange data on the delivered order. From 1C you can configure data upload to delivery service systems.

This will allow avoid unnecessary labor costs and reduce the number of errors from manual labor.

Marketing and Pricing

Competent marketing on the Internet is the basis. And here there is practically no way to do without optimization and automation of processes. Pricing is also a big part of the marketing strategy. In today's market, the right price is half the battle.

SEO and contextual advertising

Search Engine Optimization and contextual advertising- the main ways of promotion. and this might be useful here. Using the program, you can form the semantic core of the site. You can even generate pages with a product description and competent (from an SEO point of view) content.

Using the system, you can generate thousands of low-frequency variations keywords for your advertising company.

The introduction of automation in the field of Internet marketing allows reduce the amount of manual work and increase the return on investment in advertising. Examples can often be seen in life: properly optimized for search engines the page will generate traffic even without buying links, but what if there are a thousand such pages?

Product prices

Nowadays, a buyer to find best price on the product range and purchase goods, most often uses Yandex Market. There you can find a store with the best price offer. Such offers receive the lion's share of orders from buyers.

If your company has a large assortment of goods and it is impossible to “manually” keep track of pricing, then you should use the following technique:

At regular intervals, he accesses the Market’s website and analyzes competitors’ prices. Depending on the chosen strategy, you can set prices according to a previously defined formula. For example: “our price” = “ minimum price market" - 3%, but not less than "purchase + 10%".