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E-commerce 2.0 Leverage new performance
E-commerce and Web 2.0 
Retrospective on the giants of e-commerce
From Web 1.0 to Web 2.0?
Mapping Web 2.0
Mapping of e-commerce 2.0  The main components:  ,[object Object]
Collaborative marketing
Re-intermediation 
Co-creating value ,[object Object]
Rich interfaces: more comfort and speed http://www.gap.com/     http://www. amazon. com /              http://www.camper. es / 
Collaborative marketing: we are all influencers http://www. amazon. com /                                 http://shopping.yahoo.com/ shoposphere / 
Re-intermediation: the value chain extends to the infinite http://www. Shopzilla. com /     http:// corkd. com /      http://www. Boompa. com /                http://www. ShopWiki. com /
Co-creation of value: everyone has his share of the pie http://www. laFraise. com /         http://www. zlio. com /               http://www. etsy. com / 
Good ideas to try out http://www. NOSIBAY. com             http://www. rightcart. com /        http://www.Farecast. com / 
The new levelers of e-commerce 
Darwin's theory applied to e-commerce  Share of electronic commerce in the retail trade in the U.S. (excluding financial services, travel and ticketing) - Source: U.S. Census Bureau  You are  here
The new levelers Rich trade  Customer experience  Ergonomics incentive  Collaborative marketing  Performance Measurement  Rich trade 
Rich commerce 
What added value? Messages better staged  Emotional worlds richest  Better valued products  New opportunities for interaction and manipulation  Guidance and a stronger personalization  Purchasing process simplified 
Virtual showroom & interactive catalogue http://www.jaguar.com/                                  http://www. decathlon. com / 
Demonstrate and evaluate
Shopping assistant and online video http://www. sfdnet. com /                                               http://www. pixmania. com / 
Configurator and virtual model http://www. hummer. com /                             http://www. laredoute. com /  
Customer experience 
Your home page is no longer the single point of entry 
A process-oriented approach to processing 
Personas to segment your visitors  Name Photo Age Marital status Work Environment Hobbies Technical competence Needs, constraints, motivations, brakes Online buying behavior Citation 
Consistent with the life cycle stages of decision process
A unified process 
Ergonomics incentive
How different ergonomics
Fundamentals  Reasoning at the screen Persuasive design guides the eye Ergonomics incentive to prompt for action  An approach focused on objectives "What purpose is to fill the page? " "What is the goal for the product? "... 
Example
Collaborative marketing 
Amazon Do you know?
Towards collaborative marketing generic? http://www. amazon. com /                        http://www.LibraryThing. com / 
Performance Measurement  
Performing site? Before you think "performance" consider "objective" The performance is defined on the basis of the objectives identified 
Retail-trend Trend Micro Macro Detail Audit
The traditional tools
The new tools
example
Overview of the approach Ergonomic Audit  User testing  Comparative tests  Storyboard  Graphic Design
Ergonomic Audit Analysis based on expert identifies the point of fiction
User testing Observation of user behavior
Comparative tests Comparative tests are a good practice
Storyboard Functional view of the future version of the site
Graphic Design  Production solutions Help me choose Functional control
B2B 
The brand e-portal
The whole sale portal
B2C 
The retailer
The rewards retailer
The hyper retailers
Services – users can buy online 7 get advice

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