whereoware: 5 e-commerce trends to try out

5 E-Commerce Trends to Try Out

Us: Whereoware

Online strategy, design, development + marketing

The stats: • Thirteen years in the business • Work with B2B product, B2B services, +

B2C

About me: Teya Flick, Director of Marketing – with Whereoware for 4+ years

Twitter: @Whereoware

Agenda

8.15.2011 | Page #

• History of e-commerce • The shrinking B2B + B2C gap • Top trends

• Dynamic site experience • Mobile/tablet shopping • Video • Search • Sophisticated merchandising

• Key takeaways

History of e-commerce

Twitter: @whereoware

The B2B + B2C gap is closing

2003

2006 Comparing two leaders in their industries:

B2B + B2C e-commerce companies are becoming more and more alike.

The B2B + B2C gap is closing

1996

2011

B2C: ETHAN ALLEN

2000

The B2B + B2C gap is closing

1996

2011

B2C: ETHAN ALLEN

2000

The B2B + B2C gap is closing

1996

2011

B2B: UTTERMOST

2000

The B2B + B2C gap is closing

1996

2011

B2C: ETHAN ALLEN

2000

The B2B + B2C gap is closing

1996

2011

B2B: UTTERMOST

2000

Looking ahead to 2012

What is popular in B2C now will make its way to

B2B tomorrow…

Looking toward the future

Tablets

Video

Search

Personalized shopping

Sophisticated merchandising

Personalized shopping

• Personalized + targeted content improves conversions and reduces abandonment.

• Almost 12 years ago, Amazon started this with personalized product recommendations.

Personalized shopping

B2B translation: personalized portals

Personalized shopping

Tablets

Improving shopping + selling • Tablet shoppers convert at a

higher rate and tend to place bigger orders. (Forrester research)

• Some cite that sales reps are more likely to hit sales targets while using a tablet.

Tablet shopping

TABLET USERS CONVERT

AT A 33-66% HIGHER RATE THAN SHOPPERS USING PCS

(WSJ, 2011)

Tablet shopping

97% of tablet traffic in the US is driven by iPads (ComScore, 2011)

Tablet shopping

40% of mobile traffic is tablets

100% of tablet traffic is from the iPad

127% growth in tablet traffic over the last 6 months

From Whereoware B2B companies…

Tablet shopping

Make your site tablet-compatible

Tablet shopping This image cannot currently be displayed.

This image cannot currently be displayed.

This image cannot currently be displayed.

Make the entire e-commerce experience

tablet-compatible

70% OF SALES REPS WITH A COMPANY-ISSUED TABLET

HIT SALES TARGETS COMPARED TO JUST 62.5% OVERALL*

Tablet selling

*cited by Huthwaite, a sales performance organization

Tablet selling CUSTOMER DATA

SEARCH, FILTER + SORT

CATALOGS

PRODUCT INFO PHOTO CARDS

Video

• Video is the new product image. Instead of just showing an image of a shoe, now you will see someone actually model a shoe.

• Convert more visitors • Rank higher in search results

Video

WEBSITES DISPLAYING VIDEO CONVERT 30% MORE VISITORS INTO BUYING CUSTOMERS ON AVERAGE* *CBS INTERACTIVE BUSINESS NETWORK

Video

B2B translation

Video

VIDEO IS 50X MORE LIKELY TO BE ON THE 1ST PAGE OF GOOGLE RESULTS THAN A TEXT PAGE*

* According to Forrester research: http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html

Video/audio

Video/audio

Video/audio

Video

PR 5

PR 4

Search

• People are more likely to purchase if they find what they want

• As e-commerce becomes more commonplace, visitors expect more sophisticated ways to find the product they need

Search

80% OF VISITORS WILL ABANDON A SITE IF SEARCH FUNCTIONALITY IS POOR

*(GOOGLE ENTERPRISE, 2010).

Search Make it visible

Search suggestions

Search

Allow for search of both keyword + sku #

Search

Allow for search of both keyword + sku #

Search Allow for filter +

sort

Search Shop from

search

Search Shop from

search

Sophisticated merchandising

• Instead of the standard white grid allow shoppers to purchase directly from the merchandised product shot

• Provides opportunity to cross sell

• Helps the customer visualize what the product will look like in their store

Sophisticated merchandising

Sophisticated merchandising

Sophisticated merchandising

Cross sell

Visualize it in a store

Key takeaways

• B2C e-commerce trends affect B2B trends.

• The next trends are: • Personalized shopping • Tablet shopping + selling • Video • Search • Sophisticated merchandising

• Start off small

Twitter: @whereoware

Questions

Teya Flick tflick@whereoware.com

Slides available at: www.slideshare.net/whereoware

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