productcamp toronto-2013-ecommerce-trends_rosalina_lin-allen

by: Rosalina (Roz) Lin-Allen

Head of Strategy

Delvinia

Customer Centric

Data Driven Methodology

Personas

Customer Journey Mapping

200,000+

members

500+

variables

30%

response rate

CUSTOMERS

TODAY

EMPOWERED

SELF-EDUCATING

MULTI-CHANNEL

DEVICE-AGNOSTIC

60% of Canadians research

and buy online. Source: , December 2012

92% of Canadians research

online and buy offline. Source: , December 2012

20% of Canadians have shopped

via their mobile device. Source: , December 2012

73%

of Canadians use customer reviews &

ratings as part of their purchase journey.

It is the second most sought after piece of information for

online product research, after price.

Source: , December 2012

Brick-and-mortar retailers

challenged with showrooming and increasingly strike back with price matching

eRetailers chipping away at the

brick-and-mortar advantages with free shipping, same day delivery, and pickup depots

KEY TRENDS 1. ADVICE DRIVEN COMMERCE

2. SOCIAL SELLING

3. CHANNEL BLENDING

4. MOBILE FIRST

5. RIGHT PLACE AT THE RIGHT TIME

ADVICE DRIVEN

COMMERCE

Trend #1

Online business increased

from 9% to 30% of overall

business

Applications increased

by 40%

From Selling to Helping Selling by helping customers understand what they need first.

SOCIAL SELLING

Trend #2

Trust in peer based

recommendations have

increased by 18% since

2007 while trust in

advertising has declined

between 20-25%

between 2009 an 2011.

Share and Get Rewarded Shop.ca puts strong emphasis on sharing and rewards customers for sharing.

Fan Sourced Customer Support Skull Candy leveraged Needle’s chat platform

to connect prospects with fans.

20% conversion

CHANNEL

BLENDING

Trend #3

Offline to Online Walmart (USA) makes it easy for customers to blend channels – from researching on

their e-commerce site while in-store, to flipping to buying online while in-store in the

case an item is out of stock.

Online to Offline Customers can shop online,

specifying which store to shop from.

Pure Plays Getting Physical Presence Pick up depots to make it more convenient for customers to receive their packages.

Moving into the

MOBILE FIRST

“By 2013, more people will browse the web

via mobile devices.”

“The shift from e-commerce to m-

commerce will reach something of a tipping

point by 2015.”

era

Trend #4

PHYSICAL

WORLD

FAMILY &

FRIENDS

LIKE-MINDED

PEOPLE ONLINE

WORLD

THE CONNECTOR

BRICK-AND-CLICK As brick-and-mortar increasingly turns into showrooms and advice centres,

mobile becomes an integral part of that experience, support and bridge the experience

into another channel.

ALIGN MOBILE TO THE CUSTOMER JOURNEY Support in- and out-of-store self-service, aligned to the customer purchase journey,

improves conversion, builds loyalty and enables staff to focus on higher value service.

OUT OF STORE IN-STORE

RIGHT PLACE

AT THE RIGHT

TIME

Trend #5

(Source: , Dec 2012)

Location

Proximity

Accelerator

Share your Tweets by using #cdnmobileshopper

GlucoDock

used the camera function on

their phone to take pictures of

items they may want to buy in

the past month.

50%

Alerts

customer

when a

product on

their wish list

goes on sale.

Personalized email based on

what is left in your shopping cart.

Geo-fenced

travel insurance

presence at major

Canadian airports.

Location-based

targeting to drive

prospects to

e-commerce.

How do you remove customer

barriers to convert with you?

How do you remove customer

barriers to convert with you?

How do you empower your customers?

What is the role of e-commerce in your customers’ path to purchase?

How and through which channel/platform do you support your customers

through each stage of their purchase journey?

(keeping in mind the importance of peer opinion)

How do you remove customer

barriers to convert with you? Start with understanding the

NEW customer path to purchase.

How do you empower your customers?

What is the role of e-commerce in your customers’ path to purchase?

How and through which channel/platform do you support your customers

through each stage of their purchase journey?

(keeping in mind the importance of peer opinion)

thank you

Rosalina Lin-Allen @ 416-364-1455 x271 | rlinallen@delvinia.com

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