Ecommerce and the Future

THE FUTURE OF COMMERCE"
REAL
R.O.I.
INSIDE

WANNA CONTINUE  
DOING BUSINESS?"

Gregory Pouy / @gregfromparis"

1!
7!

I HATE THROWING FIGURES
AROUND BUT JUST TO GET
THIS STARTED…!

A GLANCE AT EUROPE."

THE LARGEST E-COMMERCE MARKET WORDWIDE WITH €202 BILLION IN 2010"
"
§  5.9% of the global retail market"
§  40% of Europeans buy online"
§  70% of European online buyers are from the U.K., Germany and France"
§  Fastest growing countries: Poland (33,5%), France (24%), Sweden (22,1%)"
§  Emerging countries: Italy, Spain and Poland"

Source : Eurostat"

A GLANCE AT THE U.S."

A GROWING MARKET (+12.6% IN 2010) OF $ 176.2 BILLION!
"
§  8% of the global retail market"
§  51% of Americans buy online"
§  Scheduled to represent $279 billion in 2015"

Source : Fevad"

A GLANCE AT THE BRIC."

WHERE THE FUTURE OF ECOMMERCE LIES"
"
§  BRAZIL : $7.4 B in 2010 in e-commerce (40% increase from 2009)1"
§  RUSSIA : $20 B IN 2010 in e-commerce2"
§  INDIA : $6.8 B in 2010 (70% increase from 2009)3"
§  CHINA : $80 B in 2010 in e-commerce (87% increase from 2009)4 expected to grow by
400% by 2015…"
1 source : e-bit consultoria I 2 Citibank and Google I 3 Mobile association of india I 4

UNDERSTANDING THE RISE OF  
1! E-COMMERCE!

2 "WHAT DOES IT MEAN FOR CONSUMERS?"
"
3 "WHAT DOES IT MEAN FOR YOUR BUSINESS?"
"
4 "HOW CAN YOU MAKE THE MOST OF IT?"
"
5 "WHAT DOES IT MEAN FOR THE FUTURE OF RETAIL?"
"
6 "WHERE DOES M-COMMERCE COME IN ?"

# 1! UNDERSTANDING THE RISE OF E-COMMERCE! # 2" # 3" # 4" #5" # 6"

WHY HAS E-COMMERCE
TAKEN OFF??"


YEAH !!

E-COMMERCE MAKES
LIFE EASY.!

BUYING ONLINE MEANS :"
§  Quick & easy shopping"
§  Access to otherwise unattainable products"
§  More choice & better prices"
§  24/7"
§  Recommendations from peers & experts"


OMG ! WE ARE CANNIBALIZING 
BRICK & MORTAR SHOPS"

The endless debate that took place [and sometimes still
does] in most companies. 
Both shop owners and wholesalers fear cannibalization."
The impact of this debate?"
Postponed e-commerce projects…."


IT MAY BE PARTLY TRUE
BUT…"


WELCOME TO 2011"
WELCOME

WHERE 40% OF BEST BUYʼS ONLINE SALES ARE
UNRELATED TO THE THE POINT OF SALE"
 
Consumers expect ﬂexibility from brands."
Some companies like Loweʼs have shown that 1/3 of
buyers purchase an additional, unrelated product when
shopping online. 
This requires breaking silos."


PEOPLE WILL [SOON] BUY MORE  
WITH THEIR CELL PHONES!

MOBILE COMMERCE IS NOT MAINSTREAM
YET ($6 B IN THE U.S. MARKET IN 2011)"
People will not begin making all purchases with their "
cell phones tomorrow. "
However, Forrester predicts that the U.S. market will amount to
$31 Billion in 2016 (1% of the global retail market)"
Nevertheless, mobile technology cannot be ignored in todayʼs
commerce. Particularly in the BRIC countries."


“WALLETS ARE BECOMING AS
UNNECESSARY AS WATCHES” !
Denise Lee Yohn"

SMARTPHONES ARE EASIER : DISCOVER SQUARE & IZETTLE"
"
Salespeople in the Apple store now cash out customers directly from
their iPads or iPhones. "
Square is a credit card reader that plugs into your Iphone, so anyone
can pay anyone very easily. (Visa has since taken ﬁnancial interest
in the company…)."
In Europe, iZettle is a similar device."


“ONLINE COMMERCE” IS DEAD !"

E-COMMERCE WILL BE AN EXPERIENCE FULLY
INTEGRATED INTO DAILY LIFE"
"
§  People are not only “online” or “ofﬂine”, and neither
are you"
§  People switch seamlessly among (your) channels"
§  Increased mobile web access and application
markets increase ﬂexibility…"
"


OFFLINE WILL EXPLODE"

RETAILERS MUST CHANGE THE WAY THEY THINK"
"
Smartphones have not been the only catalyst to
breaking the “online”/”ofﬂine” divide; physical stores
have also changed. "
Stores must be more than distribution centers to provide
experiences and service (people can ﬁnd broader offers
more quickly, 24/7, online)."
“Going shopping” has been replaced by “taking a
moment to shop”"


HOW DID THAT HAPPEN ?"


SMALL IS
BEAUTIFUL

ONLINE COMMERCE HELPED  
SMALL BUSINESSES GROW"

The web has allowed numerous platforms like
Amazon and Ebay to create customized spaces
easily. 
This allowed small businesses to grow
exponentially and create much wider offers."


MEET ETSY"
$40 MILLION TURNOVER IN MAY 2011"

"
"
ETSY: BUY, SELL AND ENJOY HOMEMADE ITEMS! 
Etsy is a website whose mission is to allow artisans to
make a living out of their crafts and anyone can sell  
It has become a vibrant community In only a very few
years "


THE WEB HAS EVOLVED TO BECOME
“SOCIAL”, MEANING..!


THE RISE OF SOCIAL
COMMERCE !!

BUY WHERE YOU CONNECT AND CONNECT WHERE YOU BUY !"
"
Social commerce connects social media and commerce to enable
consumers to shop with their friends."
Shoppers can access fellow buyer recommendations at any time and
buy with more peace of mind."


A SLOW (R)EVOLUTION!

Social commerce hasnʼt grown overnight."
When a change comes around, marketers have a tendency to announce
the trend as a revolution, but this change has come from different
behavior and the way people shop. "
Even though changes, they are happening and still are quicker than the
companies can adapt."

1 "UNDERSTANDING THE RISE OF E-COMMERCE"

2! WHAT DOES IT MEAN FOR CONSUMERS ?"

3 "WHAT DOES IT MEAN FOR YOUR BUSINESS?"
"
"
5 "WHAT DOES IT MEAN FOR THE FUTURE OF RETAIL?"
"

# 1" # 2! GIVING CUSTOMERS A BETTER EXPERIENCE ! # 3" # 4" #5" # 6"

GIVING CUSTOMERS A BETTER EXPERIENCE"

1 Better knowledge before buying"

2 Better prices "

3 Fun and interactive experiences "

4 Better customer service"

5 Personalized experiences"


BETTER KNOWLEDGE
1!
BEFORE BUYING"


1 BETTER KNOWLEDGE BEFORE BUYING"

82% OF ONLINE BUYERS CONSIDER OTHER
BUYERSʼ OPINIONS*"

The social web allows users to comment extensively on their purchases on forums,
blogs, review sites ... 
Search engines love to push these opinions up in search results 
Websites allow users to find a “profile like you” as opposed to the 4 traditional profiles
(friends, experts, heavy users, superpanda334)"

* source Performics Social Highlight 3"


2! BETTER PRICES"


2 BETTER PRICES"

THE WEB ALLOWS PURE PLAYERS TO OFFER
BETTER DEALS"

§  Private sales"
§  Insider tips (MylittleParis is a newsletter with a database 150 000 strong)"
§  Group purchasing (Groupon, brands themselves)"
§  Reverse auctions"


2 BETTER PRICES"

MEET THE UNIQLO LUCKY COUNTER"

WHEN TWEETS LOWER PRICES 
On groups of 10 select products, more
tweets means more discount "
(up to a minimum price, of course)"


2 BETTER PRICES"

FIND THE BEST DEALS NO
MATTER WHERE YOU ARE"

MILO.COM is a top price comparison site"
"
Tons of websites already help consumers compare prices."
Now buyers can compare with a phone call, directly from
the store."
The company have been bought by Ebay."
"


2 BETTER PRICES"

BTW, HAVE YOU EVER HEARD OF
COLLABORATIVE CONSUMPTION ?"

« Collaborative consumption describes the rapid explosion in
swapping, sharing, bartering, trading and renting being reinvented
through the latest technologies and peer-to-peer marketplaces in
ways and on a scale never possible before » "
Rachel Botsman"


2 BETTER PRICES"

WHY WOULD YOU BUY FROM A BRAND
ANYMORE ?"

CONSUMER TO CONSUMER BUSINESS IS GROWING"
"
In times of economic crisis, technology allows people to make ends
meet by inviting them to collaborate and create their own solutions"
The web allows people to connect, meaning that C2C trading and
renting are experiencing rapid growth."


2 BETTER PRICES"

DISCOVER AIRBNB "

AirBnB is an online service that matches people seeking vacation
rentals and other short-term accommodations with those that have
rooms to rent, generally private parties that are on vacation or have
an extra bedroom."
In July 2011, the company had over 100,000 listings in 16,000 cities
and 186 countries."
The company has a valuation of $1 Billion."


2 BETTER PRICES"

DISCOVER KICKSTARTER "

Kickstarter is an online threshold pledging system for funding creative projects.
Kickstarter has funded a diverse array of endeavors, ranging from indie ﬁlms and
music to journalism, solar energy technology and food-related projects."
Kickstarter facilitates fundraising from the general public, a model which
circumvents many traditional avenues of investment."


2 BETTER PRICES"

92% OF THE TIME, YOUR CAR IS PARKED "

But it still costs you money every day…"
Renting it is the perfect solution for people and companies like Zipcar
that now has 560 000 members."
Some car manufacturers understand this change and brands like
Citroen are working on their own platforms..."


3!
FUN AND"
INTERACTIVE EXPERIENCES"


3 A FUN AND INTERACTIVE EXPERIENCE"

SHOELINE USED VIDEO TO INCREASE ITS
CONVERSION RATE BY MORE THAN 44%"

Videos appeal to the television viewer in us and allow for more entertaining
elements. 
It is no coincidence that Amazon has added 224,000 videos to their site .... "
An eMarketer study also showed that customers would stop the purchase process 2
times less when videos were available."



YOUTIQUE : 30% ORGANIC VIEWERSHIP"

French Connection launched a boutique on
Youtube to take advantage of the rise of video. 
30% of their videos viewed (over 6.3 million) are
thanks to SEO (no purchase)."

# 1" # 2! WHAT CHANGED FOR CONSUMERS ?! # 3" # 4" #5" # 6"


THE RISE OF WE-COMMERCE."

SHOP WITH YOUR FRIENDS "
"
Shopping has always been a social activity."
Therefore, in the same way as in the street, on
the web, you want to be able to seek advice to
friend (s) when doing shopping. 
This is one interesting dimension of social
shopping that offers webiste such as
Shopwithyourfriend on various online stores."



NEVER EVER MAKE A FASHION "
FAUX PAS AGAIN."
Go try it on allows people to test their outﬁts by getting
immediate feedback from other users and most lately by a
personal stylist from Gap and Sephora. 
"
The dealmaker :"
◘  No need to create a proﬁle"
◘  Shoppers can hide their faces"
Ensuring the siteʼs success and a recent $ 3 million
investment"
(Itʼs true : the girl on the left decided not to hide her face and to
pose in a bikini…)"


BETTER CUSTOMER
4!
SERVICE"


4 A BETTER CUSTOMER SERVICE"

CHAT ASSITANCE IMPROVES R.O.I."

Real-time help online letting users "click to chat" or "click to call" clearly enables
better customer service but also improves R.O.I. (yes customer service is not a cost). 
The Genesco group generated an increase of 304% in R.O.I. over 3 years using
real-time assistance tools. 
It should be no coincidence that 20% of ecommerce sites in the U.S. plan to set up
their own systems this year"


4 A BETTER CUSTOMER SERVICE"

MEET THE TWELPFORCE"

Nowadays customers often know more than
salespeople themselves…"
Bestbuy empowered their salesforce by
equipping them with smartphones and allowing
them to answer customer questions on Twitter"


PERSONALIZED
5!
EXPERIENCES"


5 A PERSONALIZED EXPERIENCE"

FACEBOOKʼS SOCIAL GRAPH"

THERE ARE SEVERAL WAYS TO DO BUSINESS ON FACEBOOK:"
◘  Use their database"
◘  Via “F-commerce”, or selling directly on Facebook"
◘  Using Facebook Connect to connect it and your site 
 
Although 1/3 of small businesses sell directly via Facebook, most brands use Facebook to
provide personalized experiences on their websites"


5 A PERSONALIZED EXPERIENCE"

FACEBOOKʼS SOCIAL GRAPH"

Brands like Levi's pioneered with Facebook Connect."
Amazonʼs partnership with Facebook showed how deep the
connection can be."
It allowed for pages to be customized according to each
visitorʼs proﬁle (friends, pages that he/she likes ...) and even
more (as youʼll ﬁnd out later in the presentation…)"


FROM A BRANDʼS PERSPECTIVE…"

"
"

WHAT DOES IT MEAN FOR YOUR
3! BUSINESS ?"

"
5 "WHAT DOES THIS MEAN FOR THE FUTURE OF THE RETAIL ?"
"

# 1" # 2" # 3! WHAT DOES IT MEAN FOR YOUR BUSINESS ?! # 4" #5" # 6"

THE WEB MADE NEW (OLD)
ISSUES APPEAR FOR BRANDS"
ADS WERE
SIMPLE…
1 NO MORE HIDING BEHIND ADVERTISING"

2 BETTER-INFORMED CUSTOMERS"

3 A STRIKING DEMAND FOR MULTICHANNEL
CAPABILITY"


1 NO MORE HIDING BEHIND ADVERTISING"

Over the past 30 years, advertising was THE technique."
More ad space meant more products sold."
The equation was easy!"
Nowadays, brands still need to advertise but can no longer
hide behind it"


2 BETTER-INFORMED AND MORE DEMANDING CUSTOMERS!

DIGITAL INFORMATION IS EVERYWHERE -
INCLUDING IN-STORE!

The availability and diversity of consumer comments online has created
a more knowledgeable consumer base.  
This information is also available anywhere thanks to mobile devices.  
Amazonʼs mobile application now allows consumers to compare prices
in-store with identical items online and purchase by simply scanning a
barcode."
In France, the Prixing application allows for an identical comparison –
but in supermarkets"


3 A STRIKING DEMAND FOR MULTICHANNEL CAPABILITY"

radio"
Press"
web"

…"
THE 360° SOLUTION…! TV !

For 20 years, weʼve built brands via TV commercials. 
A 360° strategy asks other media to replicate the same copy"



360° IS NOT SO TRENDY
ANYMORE!



radio"
Presse"
web"

DEVELOP A   …"
MULTICHANNEL SOLUTION ?" TV !

Youʼre right if youʼre thinking that this graphic looks
awfully familiar…"



MULTICHANNEL "≠" "MULTIPLE CHANNELS!


3 A STRIKING DEMAND FOR MULTICHANNEL
CAPABILITY"

WE MUST BREAK SILOS"

CHANNEL"
1! People may use several channels, each in their own way. This
should be easy and ﬂuid. "
"
SERVICES"
2! People may go on LinkedIn, then Facebook, then call customer
service…where people go and why should make sense. "
"
COUNTRIES"
3! Do you speak more than 1 language? Your clients (and journalists)
may, as well…"
BRAND"
4! If you are part of an organization, clients buy that organizations
values no matter what the brand is…"

"
"
3 "WHAT DOES IT MEAN FOR BUSINESSES?"
"

HOW CAN YOU MAKE THE MOST  
4! OF IT?"

"

# 1" # 2" # 3" # 4! HOW CAN YOU MAKE THE MOST OF IT??! #5" # 6"

E-COMMERCE ALSO MEANS GREAT
OPPORTUNITIES"

1 MORE ACCURATE TARGETING"

2 GREATER R.O.I."

3 GETTING RID OF OVERSTOCK"

4 NEW PLACES TO SELL (AKA F-
COMMERCE)"


MORE ACCURATE
1!
TARGETING"



THE 6 PSYCHOLOGAL MECHANISMS "
BEHIND SOCIAL SHOPPING"

SCARICITY" AUTHORITY"
1 Make products feel exceptional" 4 Instill conﬁdence in making the best choice"

POPULARITY" CONSISTENCY"
2 Make things reassuring and risk free" 5 Create a sense of continuity"

AFFINITY" RECIPROCITY"
3 Give a sense community" 6 Make people feel guiltless"



FACEBOOK : A WEALTH OF"
INFORMATION"

Facebook is more than a website, it is a gigantic database with information
about individualsʼ professional experiences, personal lives, education,
tastes ..."
Go beyond using Facebook to support brand content to take advantage of
this  
Facebook targeting is so precise that you can potentially advertise to only
one person If you know him/her well enough"



HAVE YOU HEARD OF "
THE INTEREST GRAPH"

If the "social graph" is a map centered around you and your
relationships, the interest graph focuses instead on you and
your interests. 
Bringing people together in a vertical way is powerful."
An interest graph therefore includes personal contacts but also
may include experts on a given topic or celebrity."

YEAH !

2! GREATER R.O.I."


2 A RISE IN THE TURNOVER"

PERSONNALIZATION CAN INCREASE
THE AVERAGE BASKET BY 47% "

A Forrester study shows that when e-merchants suggest relevant products,
they increase the average basket by 47% and the number of products sold
by 27%. 
"
Tommy Hilﬁger tripled the number of unique visitors to its site via
customization tools"



USE PERSUASIVE
PERSONALIZATION TO IMPROVE
CONVERSION RATES BY 40%"

Amazon used Facebook.comʼs social graph to define what influences each
site visitor : customer reviews, comments from friends, expert advice, or
promotions. 
They also connected an identified stimulus for one person to similar
purchasing habits for any products. "
Combining these techniques means conversion rates from 30 to 40%"



CAN GOOGLE + HELP YOU TO IMPROVE
YOUR CONVERSION RATE ?"

It would be remiss nowadays not to mention Google Plus."
Google knows what consumers buy. Facebook knows what people like and
who they know. "
Google+ is the first step for Google to close this gap. It is creating more
complete profiles, giving Google access to profile data like “likes”, interests,
and friends…"



DECREASE RETURN RATES BY 45%"

Levi's has identiﬁed that products on its site that have
customer reviews have a return rate that is 20% lower than
those without comments. 
Products with more than 25 reviews have a return rate that
is 45% lower"
Source : Bazaar Voice"



REASSURE USING CUSTOMER COMMENTS."

For 59% of U.K. shoppers, having a rating system is
a key decision maker when purchasing. 
For 57%, having feedback is key."


GETTING RID OF
3!
OVERSTOCK"


3 SELL THE OVERSTOCK"

IS IT REALLY POSSIBLE TO EARN $ 6.5 M "
ON TWITTER ?"

Dell uses the immediacy of Twitter to get rid of its surplus
stock. 
In 2010 they generated $ 6.5 million, a drop of water
compared to the consolidated total ($ 52.9 B), but still a
smart move on their part to sell off overstock. "


IS IT ME OR…."


ARE WE BOTH THINKING THAT I FORGOT
TO MENTION THE “THING” "
AKA F-COMMERCE"


DONʼT WORRY…!

With its 650 millions members, Facebook may be an interesting new
place for merchants. 
A multitude of start-ups like Payvment propose F-Commerce solutions.."


NEW PLACES TO SELL AKA "
4!
F-COMMERCE"


4 NEW PLACES TO SELL AKA F-
COMMERCE"

THE FACEBOOK ECOSYSTEM IS
VAST :"

Source : Paul Marsden"


COMMERCE"

BUT LETS CONCENTRATE "
ON F-COMMERCE."


COMMERCE"

F-COMMERCE "
AND SMALL BUSINESSES"

1/3 of small businesses (32%) are solely present on Facebook to sell. 
Much like Amazon, Ebay and other platforms, Facebook is a unique place
to recreate a website and sell online. 
In terms of SEO, Facebook is a great place for a small business to be
active"


COMMERCE"

THAT SAID…"


COMMERCE"

FACEBOOK PROBABLY WONʼT"
REVOLUTIONIZE E-COMMERCE!

If F-Commerce works for some small businesses thanks to simplicity and low cost, large
brands have not been seeing the same results. 
According to a Forrester study, the conversion rate is lower than on other website and
does not exceed 2% (for a CTR of 1% which is 11 times lower than by e-mail) 
Facebook is not a substitute for an e-commerce site but can offer unique opportunities,
like selling exclusive products to “fans”."


COMMERCE"

9 OUT OF 10 F-SHOPS ARE CREATED BY "
ARTISTS AND CELEBRITIES"

To date the only F-Commerce shops that turn a proﬁt are
artistsʼ pages that sell their merchandise.  
62% of the top 50 Facebook pages are artistsʼ (12% are TV
shows, sports are 8%, 6% are movies). 
"
However, a few noteworthy brands : Victoriaʼs Secret (and
their upcoming fashion show), Sony Playstation and Itunes."


COMMERCE"

IS F-COMMERCE AN F-WORD ?!

This summer, Triumph Lingerie launched its F-Commerce
application with a 10% discount for fans."
The most successful operations so far have been short-term
exclusive offers."
Right now, Facebook users still donʼt think of it as a platform
for commerce. Special offers for “fans”, however, can get
them involved and engaged."
"


COMMERCE"

HOW CAN YOU USE FACEBOOKʼS
VIRTUAL CURRENCY?"

With Facebook credit, there are new opportunities :"
§  $ 1 = 10 credits on Facebook"
§  Facebook takes a 30% margin"
§  Facebook credits are mainly used to buy virtual goods
(primarily in games)"


COMMERCE"

HOW CAN YOU USE FACEBOOKʼS
VIRTUAL CURRENCY?"

Feelgoods.com allows Facebook users to
earn credit through small incentives like :"

§  Subscribe to our Newsletter"
§  Share this with a friend"
§  Leave a comment"
§  Purchase this product ..."

"UNDERSTANDING THE RISE OF E-COMMERCE"
1
"
2 "WHAT CHANGED FORCONSUMERS ?"
"
3 "WHAT CHANGED FOR BUSINESSES ?"
"
4 "WHAT DOES THIS MEAN FOR YOU ?"
"

WHAT DOES THIS MEAN FOR THE
5! FUTURE OF RETAIL ?"

# 1" # 2" # 3" # 4" #5! WHAT DOES THIS MEAN FOR RETAIL ?! # 6"

RETAIL WILL NEVER BE
THE SAME (EITHER) "

1 USE TECHNOLOGY TO ENHANCE
CUSTOMER EXPERIENCES"
2 TAKE ADVANTAGE OF SO.LO.MO"


USE TECHNOLOGY TO
1! ENHANCE CUSTOMER
EXPERIENCES"


1 ENHANCE THE EXPERIENCE WITH
TECHNOLOGY"

DOES MY BUTT LOOK BIG IN THIS"

The fitting room is shoppingʼs moment of truth – and where
people decide whether they will buy or not..."
American Rag, a popular jeans retailer, developed a simple yet
valuable solution : a rear-view fitting room camera that lets you
see how the jean fits on you from all angles. "

Tribute to Paul Mardsen for the tittle of this slide"


TECHNOLOGY"

BRING YOUR FRIENDS IN"
THE FITTING ROOM WITH YOU"

Brands often imagine and develop ways to bring ofﬂine customers to
Facebook."
Diesel has done the contrary by giving people the opportunity to
connect with their Facebook friends from the ﬁtting room."
A technologically complex system to deploy everywhere, this experience
is still unique"


TECHNOLOGY"

EMPOWER YOUR STAFF"

The next time you go into an Apple Store, notice how
convenient it is to be helped by staff that checks you out
with a handheld device, spending more time with you than
behind a counter. This relationship is also unique as you
never see a cash register. "


TECHNOLOGY"

“OVERWHELMINGLY POSITIVE”"
Mercedes, ﬁnancial department"

When the Financial Department describes a pilot as being overwhelmingly positive”, you can be
sure that the R.O.I. was….signiﬁcant…"
Mercedes-Benz did a summertime pilot of using Ipads in 40 showrooms across the U.S. "
With Ipads in hand, car dealers were able to engage customers in a much more fun and
interactive way than ever in choosing their future car (colors, options…) and can stay by their
side throughout the entire sales process. "
They have since equipped all 355 dealerships."


TECHNOLOGY"

TOO EXPENSIVE, YOU SAY ?"


TECHNOLOGY"

HUM…SOME SMALL "
COMPANIES HAVE DONE "
VERY WELL"


TECHNOLOGY"

IMPROVE YOUR CUSTOMER DATABASE"

Goodyoga is a Yoga studio that is also a B&B, welcomes
ﬁrst-time guests with an Ipad."
“When people walk in the door, we hand them the iPad, and
they sit on the couch — itʼs a lot more casual, and we can
bring them tea or water,” Instead of standing awkwardly at
the counter and ﬁlling out waivers and liability forms on a
clipboard, the iPad makes people feel at ease."
No paper, just a Google form so the customerʼs information
can go straight into the database, saving time for everyone."


TECHNOLOGY"

GET NEW FACEBOOK FANS IMMEDIATELY !"

You might remember a marketing operation from Diesel allowing people to
scan QR codes of products they liked. Brands could offer discounts to
people that became fans immediately and also beneﬁt from this interaction
to share more about the brand. "
Butter Lane, a small cupcake bakery in NYC, decided to implement this to
engage customers beyond their purchase.."
Your Facebook content must be relevant to avoid being costly and
useless…"
"


TECHNOLOGY"

SAVE TIME AND ENJOY YOUR GUESTS"

Having an iPad as a Waiter a smart idea(if itʼs well
attached to the table)."
Itʼs an idea that that started at a restaurant called Stacked."
Ordering by iPad makes it easy to customize your order
without the typical misunderstanding…"
Although it is sometimes still easier and more pleasurable
to order fro ma real person, ithis can save people time as
they can also pay straight from the iPad."


TECHNOLOGY"

TELL STORIES"

In store is the perfect place to reassure people
about potential purchases."
Barcodes, QR codes or even the product itself can
give more context and enrich the customer
experience."
Remember that Amazon uses barcodes for price
comparison, but imagine the possibilities that exist…"


TECHNOLOGY"

FOLLOW THE..GUIDE "

LʼOreal Instant Beauty created an application that helps
customers evaluate products (consumer reviews, beneﬁts,
innovative features, technological advances, expert advice, look
and feel, expert advice …)"
"
"


TECHNOLOGY"

CUSTOMIZE OFFERS"

Scanning technology and facial
recognition allow brands to
determine (based on body
features, demographics and
purchase history) best ﬁts for
customers and offer personalized
services"


TECHNOLOGY"

SMILE (AND GET AN ICE CREAM)"

Imagine a world where everyone is smiling! "
Wouldnʼt it be a better place?"
Now imagine getting rewarded for smiling…with an ice
cream."
"
Unilever did just that by launching a machine last year that
created a signiﬁcant amount of “buzz”…"


TECHNOLOGY"

WHATʼS THE BEST MEAL FOR
YOU ?"

Kraft Foods and Intel formed a partnership to create a meal-planning kiosk that
determines not only how many people are standing in front of it at any given time
but also their gender and age. Based on that information as well as other factors
like the time of day, the kiosk can then tempt them with customized recipes and
help them plan meals with directions to relevant in-store products."
The kiosk can also connect to customersʼ smartphones to help them shop more
easily. "


TECHNOLOGY"

I LIKE TO MOVE IT ! MOVE IT ! "

Chanel ﬁrst used interactive screens in 2007 but since then the technology has
evolved to offer experiences like the future of shopping, presented by Cisco in
this “not so futuristic” video"
You can now easily interact with video screens connected with you with no
device in sight"
This type of shopping is naturally highly personalized and creates an emotional
connection for shoppers"
Although this type of shopping is not yet scalable in an overcrowded shop like
H&M or Zara, it is easy to imagine this type of experience on your smartphone
tomorrow…"
"


TAKE ADVANTAGE OF
2!
SO.LO.MO"


2 HANDLE THE SO.LO.MO
CUSTOMERS"

SO. LO. WHAT ?"

I HAVE NO CLUE WHAT
YOU’RE TALKING
ABOUT
…


CUSTOMERS"

SOCIAL I LOCAL I MOBILE"

SO.LO.MO is a one of the top trends (and hence buzzwords), but is
a relevant concept."
More and more consumers are connected and connecting with their
smartphones and are in constant contact with their environment (and
their friends) no matter where they are."
The key is: itʼs all about context"


CUSTOMERS"

REWARD “INFLUENCE” IN
RETAIL"
Although the reliability of a personʼs Klout score (based on
reach, audience, and other factors, using social accounts
like Facebook and Twitter) is still a matter of discussion,
companies like Audi, Palm Hotel, Amex and others have
created special experiences for “inﬂuential” guests."
"
Audi offered a test of their latest A8 in San Francisco, for
example, and the Palm Hotel created a “Klout Club” in Las
Vegas that allows high-ranked inﬂuencers to experience the
Hotelʼs impressive amenties."


CUSTOMERS"

40% OF SMARTPHONE OWNERS
HAVE USED THEIR PHONE WHILE
SHOPPING TO…"

1 CALL FRIENDS" 4 COMPARE PRICES"

2 TAKE PICTURES OF PRODUCTS" 5 READ REVIEWS"

3 FIND ANOTHER SHOP & DISCOUNT" 6 BUY"


CUSTOMERS"

WHERE ARE YOU RIGHT
NOW?"

Geolocalization is a hot topic, but itʼs still in its early phases of
adoption."
The mobile industry is making rapid advances, however, and
companies like Groupon and LivingSocial offer local deals and new
smartphone applications like Thinknear go further by proposing
interesting deals to people that are nearby and have a moment to
spare."


CUSTOMERS"

WILL GROUPON BUY FOURSQUARE ?"

Both companies announced a partnership in july 2011;"
Foursquare users in the U.S. and Canada will start to see Grouponʼs daily deals in the
Explore tab of the application and on Foursquare.com."
According to the Internet news blog Mashable :"
“The mutually beneﬁcial relationship will help Foursquare replenish its deals stock and
net it access to offers from the current mayor in the deals space. Groupon, in turn, will
gain added exposure and reach audiences not already subscribed to its email list.”"


CUSTOMERS"

ATTRACT MORE PEOPLE
DURING THEIR FREE TIME"

Companies like Groupon and LivingSocial offer local deals,
but new smartphone applications like Thinknear go further
by proposing interesting deals to people that have free time
and are in the area."
"


CUSTOMERS"

LIKE IN THE SUBWAY"

In south Korea, Tesco understood that there are certain moments
when people have attention available ; if you can tap into that, itʼs a
win ! "
Offering South Koreans the possibility to shop directly via their mobile
phones in the subway station while waiting for the train was a perfect
match !"


CUSTOMERS"

STAY RELEVANT"

Having a brand-centric strategy has led certain brands to irrelevancy…"
We have all received our fair share of irrelevant advertising. Receiving it
on mobile phones is perceived to be incredibly intrusive, and deals must
clearly specify why they are relevant. "
A French pricing comparison start-up, Prixing, helps people choose what
to buy while grocery shopping by scanning barcodes."
Future versions will allow stores to base discounts on who scanned which
products. "


CUSTOMERS"

SPEAKING OF WHICH…."

"
2 "WHAT CHANGED FORCONSUMERS ?"
"
3 "WHAT CHANGED FOR BUSINESSES ?"
"
4 "WHAT DOES THIS MEAN FOR YOU ?"
"
"

6! WHERE DOES M-COMMERCE COME IN ?"

# 1" # 2" # 3" # 4" #5" # 6! WHERE DOES M-COMMERCE COME IN ?!

NO… “M” DOESNʼT STAND FOR"
MILITARY"


OR DOES IT ?"

The French railtrain (Voyages-SNCF) has decided to go
mobile and already realized mobile sales amounting to 30
millions euros (6% of their business in one year)."
They discovered that mobile buyers are tech savvy and
created a mobile site."
One of the largest groups of customers is the military,
composed of very mobile professionals."


MOBILE TRAFFIC TO RETAILERS' SITES
HAS GROWN 163% SINCE 2010"
Comscore, 2011"


M-COMMERCE IS EVERYWHERE"


“A BRIDGE BETWEEN STORE AND ONLINE
EXPERIENCE”"
Bridget Dolan, vice President for interactive Media at Sephora,"

Sephora ﬁrst enhance the shopping experience through the mobile offering
the opportunity to shoppers to get consumers reviews."
They were so amazed by the number of download that theyʼve launched in
2011 a Ipad commerce application."
The application is built as a magazine with tons of content, realtime discount
and even a virtual mirror + you get the ability to shop wherever you are"


GUCCI : READ, SHOP, SHARE"

The luxury world is not left behind."
Gucci has launched an Iphone and Ipad app, which want to
be a digital shopping magazine, give the consumer a 360°
experience with the brand and also let you buy straight from
the application."


MAYBE YOU MISSED SOMETHING…"


EBAY – $ 2 BILLIONS IN "
M-COMMERCE in 2010"

Not bad, huh ?"
They predict $4 B for 2011."
Even if the application only has 50% of the siteʼs functionality, it has 4
times more interactions. "
The average time to sell on the website is 4-6 minutes. Itʼs 40 seconds
by mobile. "


THE M-COMMERCE MARKET WILL BE
WORTH $31 BILLIONS IN 2016"
(AND THIS IS JUST THE U.S.)"
Forrester, July 2011"


IT SEEMS LIKE YOU "
DEFINITLY MISSED SOMETHING…"


YEAH !!!!"
MOBILE IS A CANDYLAND "
FOR BUSINESS"

$$$

SURE MOBILE OFFERS GREAT
OPPORTUNITIES"

PERMANENT CONTACT WITH
1 CUSTOMERS" 4 A SIMPLE WAY TO SHOP"

A PERSONALIZED, PERSONALIZABLE
2 COMMUNICATION TOOL" 5 A GROWING SMARTPHONE MARKET "

A RISE IN VISITS THANKS TO
3 GEOLOCALIZATION" 6 NEW OPPORTUNITIES FOR SHOPPING"


BUT…"


NOT EVERYONE IS THERE YET"

Marketers jump at new trends, hoping that people will jump with them."
Logically, however, the general public is not at the same level as
trendsetters, as they fear mobile commerce for security reasons and
because it does not yet seem logical to many to buy via mobile phones. "
Adoption rates will be quicker than those of e-commerce (10 years) but still
wonʼt mean mainstream adoption in the next 2 years, even if the market is
growing fast."


GET READY !"


YOU MIGHT FAIL (AT FIRST)"

DIGITALʼS N°1 RULE : DONʼT PUT ALL YOUR EGGS IN ONE BASKET !!
"
The digital space move fast and you have to, too, to keep up."
Test small changes to evaluate the results. Adapt and improve. Then try again…"
Your plan might fail the ﬁrst time but itʼs OK."
This is the perfect time to see if your customers are buying with their mobile
devices."
Where you see traction, invest more and develop a more industrialized solution"


OK, OK… FINE "
BUT - APPLICATION OR MOBILE WEBSITE ?"


THE FOOTPRINT STRATEGY"

Sorry to disappoint you, but there is no one rule for this. "
The best strategy is to invest in a couple of solutions, including a
mobile website, iOS from Apple, and the Android platform."
Depending on your target countries and customers, you may
also need to invest in Blackberry, Windows Phone 7 etc…"
"


IT IS NOT ENOUGH TO APPLY "
E-COMMERCE BEST PRACTICES"

Mobile is incredibly intrusive, and therefore unique."
Itʼs intimate, real time and local and has to be SIMPLE and QUICK."
It should provide the exact answer to your desire."
Think about how your application will be used, by whom (are they existing
or new customers? A part of them or all of them?...) "


WHAT IS MOBILE, AND WHAT ISNʼT ?"

At the end of the day, we have to ask ourselves :"
If a tablet is a mobile device, whatʼs about a laptop ? What
about Appleʼs integration of applications into laptops ?"
Everything is now connected in a highly digital world."
Itʼs not so easy anymore to tell the difference…"

TO SUMMARIZE…!
IN SUMMARY"

WE LIVE IN A DIGITAL WORLD"

1 EVERYTHING IS CONNECTED" 4 TRY, FAIL, IMPROVE, AND TRY AGAIN"

2 ITʼS ALL ABOUT EXPERIENCES" 5 READ, LEARN, BENCHMARK"

YOU CANʼT DECIDE FOR YOUR
3 CUSTOMERS" 6 COLLABORATIVE COMMERCE IS RISING"

YOU CANʼT AVOID THE DIGITAL WORLD"
BUT YOUR BUSINESS CAN PROFIT FROM
IT"

CREDIT FOR PICTURES :"
Photographer : Benjamin et
Anne Laure Tarlay"

Ecommerce and the Future

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (7)

Similar a Ecommerce and the Future

Similar a Ecommerce and the Future (20)

Ecommerce and the Future