Кратък преглед на електорнната търговия, развитие в България

1. Онлайн търговия 101
бъдещето на търговията

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3. Team
Hristo Georgiev
Georgi Kadrev Marketing Director
CEO Sofia, Bulgaria
Sofia, Bulgaria
Pavel Andreev
Creative Director
Sofia, Bulgaria
Dr Stavri Nikolov
Technology Advisor Georgios Tziralis
Seville, Spain OF representative
Athens, Greece
Board of Advisors
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4. Кратка история онлайн търговия

5. 1979
Michael Aldrich
изобретява онлайн
пазаруването свързвайки
модифициран телевизор с
компютър осъществяващ
транзакциите посредством
телефонна линия

6. 1990
Tim Berners-Lee
Първият браузър
WorldWideWeb.

7. 1994
Netscape ерата
Netscape Navigator
Pizza Hut започва да продава
онлайн
Онлайн продажба на цветя и
абонаменти за списания

8. 1995
Jeff Bezos
Започва сагата Amazon - най-
успешния онлайн магазин в
света
Auction Web - първото име на
eBay - основан от Pierre
Omidyar

9. image source: GDS Infographics - http://www.flickr.com/photos/gdsdigital/
2000 The year of the DOT-COM Burst

10. 2002
eBay купува PayPal
Цената на придобиването е
$1,5 B.

11. 2009
Amazon присобива
Zappos.com
Цената на придобиването е
$928 M.

12. 2010
Възходът на Groupon
Groupon отхвърля оферта от
$6 B от Google.

13. 2010 $173 млрд. + 9% спрямо 2009

14. В България
1999 - BgStore, Books.bg –
първи интернет книжарници
1999 - 911.bg – платформа за
продажба
1999 - GET.BG първи онлайн
хипермаркет
2010 - 50 - 100 М BGN и над
3000 онлайн магазина

15. Social Commerce Selling with Social Media

16. Social Commerce
Social commerce is a subset of
electronic commerce that
involves using social media,
online media that supports social
interaction and user
contributions, to assist in the
online buying and selling of
products and services.

17. Много пари, бързо! да слезем на земята

18. Първата проджба? Интернет въобще - Стинг

19. Първата проджба? Facebook

20. Ангажираност преди, по време и след

21. На кого вярваме Nielsen Global Online

22. Два подхода онлайн присъствие

23. 6 SMC инструмента
рейтинг и ревюта
препоръки
форуми и общности
социално пазаруване
групово пазаруване
сподолено пазаруване

24. THE SIX DIMENSIONS
TO SOCIAL COMMERCE SUCCESS
1. SCARCITY
2. AFFINITY
3. RECIPROCITY
4. POPULARITY
5. AUTHORITY
6. CONSISTENCY

25. #1. SCARCITY
LESS IS MORE (PERCEIVED VALUE)

26. Frederick the Great
PRUSSIA, 1774
Effectively re-branded the Potato by making it a ‘scarce’ Royal delicacy

27. Christian Louboutin
Limited Edition Barbie
Exclusive Collector’s Dolls

28. @DellOutlet
$6.5m Twitter Revenue
Exclusive Discounts and Snap Promotions

29. GROUPON
World’s largest ‘Group Buy’ Platform

30. POP-UP ONLINE STORES
Lucky Magazine and HSN create 48-hr exclusive Facebook shop

31. FACEBOOK DEALS (MOBILE)
Geo-located local deal promotions have huge expectations for 2011
Gap offered 10,000 free jeans to the first 10,000 check-ins (then 40% off)

32. #2. AFFINITY
SHOP WITH LIKE-MINDED PEOPLE

33. Dell Swarm
Group Buy for technology
Daily deals for Dell bargain hunters

34. Levi’s Friends Store
‘Shop Together’
Real-time Global Shared Shopping Functionality

35. Ping
Apple’s Social Network

36. Connecting 160m iTunes Customers
1m sign-ups in first 48-hrs

37. #3. RECIPROCITY
PAY BACK FAVOURS

38. Adidas Outlet Store
Member Get Member Social Coupons
Earn free shoes by inviting friends in

39. Fiesta Movement
Ford’s Social Commerce Experiment (2009)
100 free cars in return for monthly YouTube posts
11,000 videos, 15,000 tweets, 11m social visitors, 5m shares, 50,000 enquiries, 38% awareness (Gen-Y)

40. Starbucks foursquare
National ‘Mayor Offer’ (USA) Loyalty Programme
$1 off each drink for all Starbucks foursquare Mayors nationwide

41. Toys R Us
Toyologists
Consumer panel of (free) toy reviewers on Facebook, Twitter and YouTube

42. #4. POPULARITY
FOLLOW THE CROWD

43. P&G Amazon Facebook Store
Selling 1,000 products an hour (direct to consumers)
Top 29 brands from Always to Zest

44. The undisputed Kings (and Inventors) of Social Commerce
Leading the way since 1995 (£24.5bn turnover, 2009)

45. Burberry
Art of the Trench
Become a trench coat model (200,000 visitors week-1; 5m to date)

46. #5. AUTHORITY
FOLLOW THE LEADER (EXPERTS)

47. vente-privee.com
Exclusive private club for curated designer brand discounts
40,000 orders per day; $1.1bn Sales; $70m profit

48. Apple
Expert Discussion Forums
Hosting and feeding a platform for thousands of Apple ‘experts’

49. French Connection
Youtique (YouTube) – “Plinking”
Expert fashion videos with annotated ‘Buy’ buttons

50. #6. CONSISTENCY
ONE STEP AT A TIME

51. Blendtec
Will it Blend (YouTube)
Smiling is consistent with liking, liking is consistent with buying
130,000,000 videos viewed; Home blender sales increased +700% since 2006

52. Starbucks
my STARBUCKS IDEA
Feedback is consistent with caring, caring is consistent with loyalty
Consistent Customer Focus: using Social as an Ideas Platform to improve the product and service

53. f-commerce
Facebook Stores (and storefronts)
‘Get It First’ VIP Store, discounts and exclusives for Facebook Fans

54. f-commerce
Software suppliers creating integrated Facebook stores
E.g. Alvenda; Usablenet; Milyoni; Payvment;

55. SUMMARY
7 KEY POINTERS for 2011
1. EXPERIMENT - START SELLING ON SOCIAL PLATFORMS
2. ADD MOBILE (SHARING) INTO YOUR SOCIAL MIX
3. IMPLEMENT SOCIAL PLUG-INS e.g. FACEBOOK ‘LIKE’
4. UP-SELL WITH REVIEWS AND RECOMMENDATIONS
5. INTEGRATE ‘CHAT’ SO FRIENDS CAN SHOP TOGETHER
6. MAKE YOUR WEBSITE THE SOCIAL FLAGSHIP
7. BRING YOUR OFFLINE BRAND EXPERIENCE ONLINE