In the last year, Shopatron has heavily invested time and resources into its personnel, systems, processes, and products to create a rich experience for end-consumers. We're excited to announce Shopatron 3.0, the result of this long-term, multi-faceted program. To learn the specifics, refer to the following FAQs:
Q: What is Shopatron 3.0?
A: Shopatron 3.0 is Shopatron's latest upgrade. It comes one year after Shopatron surveyed our partners to see how we could improve. The clear answer was that Shopatron should focus on creating world-class consumer experiences. Rather than being a single upgrade, Shopatron 3.0 is an announcement of this long-term, multi-faceted program.
Shopatron 3.0 includes the following key features:
- More richness
- Shopatron invested heavily for the last 12 months to provide our 5-Point Customer Experience commitment, which includes:
- Exceptional shopping functionality
- Rich product information
- Best-in-class support and service
- Strong community and connections
- Plentiful delivery options, including in-store pickup and installation
- We have upgraded the usability and functionality of online stores and websites using the onBlocks platform, adding new standard functionality such as product reviews, mobile-optimized stores, and advanced product visualization tools.
- More efficiency
- Shopatron has developed new features like the Quick Order Request tool to make fulfillment partners more efficient.
- We have dramatically improved system speed.
- More simplification
- Shopatron has introduced simplified fee structures, adopting eCommerce industry standards and best practices.
- Shopatron has streamlined reports and statements to make your accounting easier.
- More support
- Shopatron created the Shopatron Promise to document our commitment to rich customer experiences. This resulted in improved customer support with shorter response times, additional service levels, and enhanced internal staff trainings. And we are extending the Shopatron Promise to include additional service commitments in 2011.
- We have also improved self-service tools and added additional customer service staff for peak order seasons.
- More rewards
- Shopatron is creating a 1TEAM Elite program, which provides fulfillment partner incentives for excellent customer service, including significantly lower fees and "elite" status incentives.
- We have also created an exciting "Fulfillment Partner of the Month" program to reward partners who consistently give customers great experiences.
- More online marketing
- Shopatron has appointed a new VP of Traffic & Conversion, who is tasked solely with driving more revenue and sales through the Shopatron order exchange.
- We have created the Shopatron Affiliate Network to increase order volume on the order exchange.
- We launched advanced conversion tools like cart recovery, automated product recommendations, and Facebook stores as new sources for orders.
Q: What specific improvements are in Shopatron 3.0?
A: Shopatron 3.0 improvements are company-wide and include technical, process/policy, and personnel upgrades.
- Technical improvements include system speed and availability improvements, upgrades to interfaces like the Quick Order Request tool, and new functionality like mCommerce stores and the Shopatron Affiliate Network.
- Process and policy upgrades include the Shopatron's 5-Point Customer Experience Commitment, the 1TEAM and 1TEAM Elite programs and the Shopatron Promise.
- Personnel upgrades include the appointment of the VP of Traffic and Conversion, additions to the Shopatron Support team, an increased commitment to the Shopatron online marketing team, and an investment in improved training for all Shopatron front-line employees.
Q: What impact will Shopatron 3.0 have on my 2011 online sales?
A: There are many ways in which Shopatron 3.0 will help you sell more. Here are a few examples:
- Our commitment to more online marketing will lead to a clear increase in both traffic in our online stores and conversion of that traffic into sales.
- Efficiency tools will allow merchants to update stores, and fulfillment partners to request and fulfill orders in less time, resulting in more sales for the same amount of effort.
- New features planned for early this year, such as PayPal, have been proven to increase conversion rates on eCommerce websites.
- The focus on customer experience will ultimately result in more satisfied customers and more repeat buying, further increasing sales.
Process/Policy Upgrades
Q: What is Shopatron's 5-Point Customer Experience Commitment?
A: Shopatron's 5-Point Customer Experience Commitment includes:
- Exceptional shopping functionality for end-consumers (including faster stores, better product visualization, mobile stores)
- Rich product information to enhance the shopping experience
- Best-in-class support and service from Shopatron Support teams and Merchant Support and Fulfillment Partner Support teams
- Strong community and connections with local retailers and experts
- Plentiful delivery options (including in-store pickup and installation) to ensure our consumers get their order the way they want to receive it
Q: What has changed about the Shopatron Promise from 2010?
A: Shopatron is adding two service commitments to the Shopatron Promise:
- To answer all phone calls from end-consumers, fulfillment partners, and merchants in an average of 60 seconds.
- To respond to all order issues submitted by fulfillment partners and end-consumers within 1 business day.
Q: How does Shopatron's consumer experience currently rate?
A: Based on consumer feedback survey responses, the Shopatron customer experience is currently ranked as "good." To attain a consistent "great" rating, Shopatron is investing in internal improvements and working with partners to improve the overall 1TEAM experience.
Q: What is the Preferred Fulfiller tool?
A: The new Preferred Fulfiller tool will allow brands to award their fulfillment partners who consistently deliver excellent customer experiences with more orders. This tool, currently in development, will clearly show customer experience ratings for a brand's retailers and allow the brand to influence the awarding of orders to fulfillment partners who consistently provide better customer experiences. A brand will be able to use these tools at their discretion to improve customer experiences based on the factors that they find most important.
Technical Upgrades
Q: What system speed and availability improvements have you made?
A: In the past year, Shopatron has invested in more equipment and in our Systems Engineering team, to manage the Shopatron system to world-class service levels. This team has committed to 99.999% system availability and 2.5 second response times for system and store pages.
Our Systems Engineering team monitors our clients' websites, online stores, and checkouts 24/7, and they perform regular load tests to ensure Shopatron will continue to operate at world-class levels during peak holiday times.
The investment has totaled more than $1 million.
Q: Where will I notice the speed differences while working in Shopatron?
A: You should notice these speed improvements in all of your interactions with the Shopatron system. More specifically, the interactions that our fulfillment partners use to review orders, request orders, and work with reports and statements are noticeably faster. Our system's enhanced speed allows you to sell more by allowing your retailers to request and fulfill more orders in less time.
Q: What is the Quick Order Request tool?
A: The new Quick Order Request tool significantly speeds up order processing by allowing fulfillment partners to make all order requests from a single page, with a single click per order. With this enhancement, order requests can now be completed in a fraction of the time. By making the order request process faster, easier, and more efficient, Shopatron is helping you sell more.
The new tool enables fulfillment partners to:
- Use new, enhanced filters
- Set and save order display options (or "filters")
- Request all orders without leaving the page
- Request all items in an order with the "Select All" button.
- View all order types with the same tool
Personnel Upgrades
Q: Can you describe the increased training for Shopatron Service Representatives?
A: Shopatron has conducted customer interaction training for all Shopatron Service Representatives to enable them to better serve merchants, fulfillment partners, and end-consumers.
This training was prepared and delivered to encourage positive interactions, high quality, and stronger support. Improvements to the support processes resulting from this training include enhanced service levels, stronger response times and more helpful and productive interactions with all support staff.
Because our location is in San Luis Obispo, our employees tend to work with us for a long time. As we invest in them, they can deliver better experiences for customers for years to come.
Q: How did Shopatron increase its commitment to its Online Marketing team?
A: Shopatron doubled the size of its Online Marketing team in 2010 and plans to continue that significant growth into 2011. As part of the new group under Shaun Moores, the VP of Traffic and Conversion, the Online Marketing team will be tasked with continuing to find new sources for traffic and sales for Shopatron brands. Partnerships with Google, Bing, TheFind and Twenga, and the recent launch of Facebook stores are just the beginning of this effort. 2011 will see orders coming from new sources grow exponentially.
1TEAM/1TEAM Elite
Q: What is the 1TEAM program?
A: 1TEAM is our joint commitment to rich customer experiences. Fulfillment partners, merchants, and Shopatron are 1TEAM, working together to deliver one great customer experience after another. 1TEAM is a way for all of us involved in the Shopatron exchange to emphasize our commitment to excellent customer service.
Q: What is the 1TEAM Elite program?
A: The 1TEAM Elite program provides fulfillment partners with incentives for Shopatron participation and excellent customer service, including significantly lower fees, "elite" status incentives and a Fulfillment Partner of the Month program.
Q: How does a fulfillment partner attain 1TEAM Elite status?
A: Shopatron fulfillment partners who fulfill $15,000 in orders per year and consistently deliver excellent customer experiences will achieve 1TEAM Elite status. All a fulfillment partner needs to do to maintain this status is to continue to fulfill orders at the same rate and to consistently deliver excellent customer experiences.
All new fulfillment partners get 1TEAM Elite status for the first year on Shopatron.
All current fulfillment partners who activated their accounts before July 1, 2010, will get 1TEAM Elite status until July 1, 2011.
Q: Will merchants have visibility as to whether each of their fulfillers has 1TEAM Elite status or 1TEAM status?
A: Yes. Shopatron is planning to provide the ability for merchants to see the status of their fulfillment partners by clicking the 'My Retailers' link in the Shopatron system. (This feature is scheduled for release in April.) This feature will not be needed immediately, as all fulfillment partners will be given 1TEAM Elite status until at least July 1, 2011.
Q: How frequently can fulfillers be moved between 1TEAM Elite and 1TEAM?
A: Shopatron plans to designate fulfillment partners for each group once per quarter; however, if issues arise in the interim periods, Shopatron can adjust the designation at any time. If a merchant has an issue with a specific designation, they should contact Shopatron Merchant Support or their Account Manager to discuss the matter.
Q: Do 1TEAM Elite fulfillment partners receive more orders?
A: Shopatron has not changed the geography-based order assignment process; however, upgrades are coming soon that will allow brands to give some preference to local fulfillment partners who consistently deliver superior customer experiences.
Q: Can a fulfillment partner lose their 1TEAM Elite status?
A: There are a few ways that a fulfillment partner can lose 1TEAM Elite status:
- After the initial one-year period, the fulfillment partner has not met the volume requirement of $15,000 in order processing over the year.
- The fulfillment partner consistently fails to deliver excellent customer experiences.
- The trial period ends and the fulfillment partner does not continue to meet the 1TEAM Elite criteria.
Q: How can a fulfillment partner support excellent customer experiences?
A: To support excellent customer experiences, a fulfillment partner should service their customers in a quality-focused, fast, efficient, and courteous manner. They should process their orders on time, pack them well with all required documentation, and enter tracking information quickly. And they should make themselves available to customers when order follow-up is required.
In the Shopatron system, fulfillment partners receive ongoing consumer feedback that details their customer service rating and other fulfillment statistics. Great fulfillment partners will monitor these metrics to help effectively manage their success in creating rich customer experiences.
Q: What if a fulfillment partner cannot meet the 1TEAM Elite volume requirements?
A: At Shopatron, we continually strive to increase the orders available to our fulfillment partners. We are investing heavily in programs that drive more traffic to our online stores and convert more of that traffic into sales for the brands our fulfillment partners already stock. Our efforts include online marketing initiatives like the Shopatron Affiliate Network and consumer conversion testing and upgrades.
Fee Changes
Q: What is the new fee structure for fulfillment partners?
A: Previously, Shopatron charged two fees: one based on the dealer margin of a product and one for payment processing and fraud management. These fees have been combined into a single Order Management Fee that is determined by industry. There is also a package fee that is set at $0.99 per order.
Q: What are the new rates?
A: The rates are determined by industry and 1TEAM status. The rate table follows:
| Industry |
1TEAM Elite Order Management Fee |
1TEAM Order Management Fee |
Per-Shipment Fee |
| Apparel |
9.50% |
11.00% |
$0.99 |
| Arts, Crafts, Stationery, Sewing |
9.50% |
11.00% |
$0.99 |
| Automotive Aftermarket |
7.00% |
8.00% |
$0.99 |
| Camera, Photo |
7.00% |
8.00% |
$0.99 |
| Consumer Electronics |
7.00% |
8.00% |
$0.99 |
| Home Furnishings |
9.50% |
11.00% |
$0.99 |
| Housewares |
9.50% |
11.00% |
$0.99 |
| Industrial Equipment |
9.50% |
11.00% |
$0.99 |
| Maternity, Baby, Juvenile |
9.50% |
11.00% |
$0.99 |
| Medical Products |
9.50% |
11.00% |
$0.99 |
| Mobile Electronics |
9.50% |
11.00% |
$0.99 |
| Motorcycle, Small Engine Vehicles |
8.00% |
9.00% |
$0.99 |
| Musical Instruments |
8.00% |
9.00% |
$0.99 |
| Optic, Eyewear |
9.50% |
11.00% |
$0.99 |
| Personal Care Products |
9.50% |
11.00% |
$0.99 |
| Pet, Equine |
9.50% |
11.00% |
$0.99 |
| Sporting Goods, Recreational |
9.50% |
11.00% |
$0.99 |
| Tools, Garden Equipment |
9.50% |
11.00% |
$0.99 |
| Toy, Hobby, Educational |
9.50% |
11.00% |
$0.99 |
| Other Industries |
9.50% |
11.00% |
$0.99 |
Q: Why are the rates different by industry?
A: Rates were determined by research into the eCommerce marketplace. Sites like Amazon.com, Buy.com, Sears, and Walmart, who offer marketplaces for retailers differentiate by industry based on average dealer margins in that industry. We followed the lead established by these companies; however, you will find Shopatron's rates are significantly below comparable marketplaces.
For reference, you can see amazon.com's pricing here. Sears.com marketplace pricing here.
Q: How were these rates determined?
A: Rates were determined by research into the marketplace. Sites like Amazon.com, Buy.com, Sears, and Walmart, who offer marketplaces for retailers, offer rates in the range from 7% to 20%. You will find Shopatron's rates are significantly below comparable marketplaces.
For reference, you can see Amazon.com's pricing here. Sears.com marketplace pricing here.
Q: When will the new fees become effective?
A: The new fees will take effect on February 15, 2011.
Q: Are these new fees more expensive?
A: Just like our 2009 adjustment, some fees will be higher and some fees will be lower. Now that Shopatron has adopted the industry best practice of charging a flat-fee per order by industry, it is simple to compare our pricing with other eCommerce providers and see that our fees are below comparable eCommerce options.
For details, see this article or this one.
Q: How has my fee structure changed?
A: Merchant fees are also being simplified from a Shopatron Fee and Payment Processing Fee into a single Order Management Fee. This new fee represents a combination of these fees. In some cases, your fees have been increased to match our current rates, as shown here.
Any increase in fees will be used to continue the improvement of customer experiences through technical, process, and personnel improvements. In order to provide a competitive customer experience, Shopatron must charge reasonable fees to support the continual improvements.
Planned Upgrades
Q: What major upgrades are planned for this year as part of this initiative?
A: Shopatron is already in the process of developing major upgrades to support the Shopatron 3.0 program. These include:
- New Shopatron features, like PayPal payment and Shopatron Gift Certificates.
- Investment in improved fulfillment partner tools such as iPhone/iPad/Android order request applications and improved reporting.
- Focus on order volume through significant investment in the Shopatron Affiliate Network and conversion testing and improvements.
- Improved quality assurance processes and staffing in Shopatron's research and development group, to assure higher quality in the Shopatron system.
- A new Preferred Fulfiller tool that will allow brands to award their fulfillment partners who consistently deliver excellent customer experiences with more orders.
Retailer Communication
Q: How do I, as a brand, communicate this change to my retailers?
A: Shopatron will be communicating this upgrade to merchants starting on January 12th, and to fulfillment partners starting on February 1st. The communication program will include emails, web pages, Shopatron system messages, social media communications, and a video. We will be publishing a Frequently Asked Questions document (similar to this one) to answer common questions about the program. We would be happy to share these materials with you. We believe the video will be especially effective in communicating the program to your retailers. This video will be sent to merchants prior to the fulfillment partner announcement.
Q: When, and how, will this change be communicated to my retailers?
A: Starting on February 1st, the communication program for fulfillment partners will include emails, web pages, Shopatron system messages, social media communications and a video. Ed Stevens, Shopatron's Founder and CEO, will also be giving a webinar for fulfillment partners on February 3rd and February 10th. You can click on those dates to view a registration page for each event.
