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Derek LinneySolutions Director
24/02/2011
“Just when we thought we finally understood e-Commerce....”
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TOPICS
• Brief Introduction to Crimsonwing• What we have all learnt about e-Commerce• New trends & challenges• e-Commerce platforms
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CRIMSONWING OVERVIEW
• Offices in UK, Holland & Malta
• 200+ People
• Floated on Malta Stock Exchange in Jan 2008
• €12M Revenues
• 3 x Main Lines of Business: E-Commerce ERP Custom Development
• e-Business Magento Intershop Enfinity Hybris
• Web enabled solutions .Net / Java Sharepoint Oracle Websphere
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CLIENTS
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E-COMMERCE
We have reached the stage where we understand the needs for e-Commerce but
haven’t necessarily implemented them all
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• Easy, fast navigation
• Minimise clicks
• Search facilities
• Faceted search
• Product comparisons
• Product reviews
• SEO transparency
• Provide access to order status & history
• Accurate in-stock / out-of-stock indications
• Clear statement of shipping charges
• Personalisation of promotions
• Exploit upsell & cross-sell opportunities
• Don’t raise barriers for customers entering the site
• Good product descriptions, images and accurate attributes
• Seamless multi-channel experience
E-COMMERCE SYSTEMS CHECKLIST
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E-COMMERCE
We have reached the stage where we understand the needs for e-Commerce but
haven’t necessarily implemented them all
The consumer is moving on & we have to follow
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NEW CHALLENGES
• Mobile
• Social Networks
• Social Interaction
• Private Retail
• Group Buying
• Time rich shoppers
• Enhanced user experience
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MOBILE INTERNET ACCESS
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• Remember PDA’s WAP 3G
• But now it’s Smart Phones
• Platforms Android iPhone……….. & Windows Mobile
• Mobile devices are overtaking desktop / laptops as Internet access devices
• But, not clear how much e-Commerce is actually taking place on mobiles
• Mobiles are being used in-store for price comparison Search Bar-code lookup
MOBILE
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MOBILE – VIA BROWSER
Browser to main site Browser to mobile site
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MOBILE - APP
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MOBILE – IPAD BROWSER + MAIN SITE
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MOBILE - APP
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MOBILE – IPAD BROWSER
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MOBILE - IPAD APP
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MOBILE - IPAD APP
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MOBILE - IPAD APP
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MOBILE
• For Smart Phones Need mobile version of website or Need an App
• For iPad / Tablets Normal website is normally fine
• For Bricks & Mortar stores Consider value-add Apps for use by customers when in-store
• Need an e-Commerce platform that easily accommodates different types of site and supports Apps.
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SOCIAL NETWORKING – FACEBOOK LIKE
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FACEBOOK LIKE - PRIVACY
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SOCIAL NETWORKING – FACEBOOK LIKE
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FACEBOOK – EMBEDDED SHOP
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FACEBOOK – EMBEDDED SHOP
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FACEBOOK – EMBEDDED SHOP
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EMBEDDED SHOP CF. MAIN WEBSITE
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FACEBOOK INTEGRATION
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FACEBOOK INTEGRATION - ETSY
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FACEBOOK PROFILES - ETSY
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FACEBOOK PROFILES - ETSY
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FACEBOOK PROFILES - ETSY
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GROUPON
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GROUPON – E-MAIL OFFERS
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WALMART CROWD SAVER
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REMEMBER LETSBUYIT.COM?
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PRIVATE RETAIL
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PRIVATE RETAIL
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PRIVATE RETAIL - EXCLUSIVITY
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FROM SALE CLEARANCE TO PRE-ORDER
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SHOPPER SEGMENTS
www.excitingcommerce.com
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SHOPPER SEGMENTS
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SHOPPER SEGMENTS
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A DIFFERENT SHOPPING EXPERIENCE?
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A DIFFERENT SHOPPING EXPERIENCE?
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A DIFFERENT SHOPPING EXPERIENCE?
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• PayPal is increasingly offered as a main-stream payment method for e-Commerce sites
• Offers great alternative to storing credit card details for fast, easy checkout
• Some customers do associate it with eBay
PAYPAL ARRIVES IN MAINSTREAM
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INTERNATIONAL DISTRIBUTION FROM USA
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E-COMMERCE PLATFORM APPROACHES
• In-House Solution• Managed Service – Platform as a Service• Software as a Service (SaaS)• Marketplace
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IN-HOUSE SOLUTION / CLOUD HOSTING
• You are responsible for: Software licences Development / customisation
• Initial system• Enhancements
Integration of 3rd party components Deployment Infrastructure Operations
• Note: May choose to outsource infrastructure to a hosting company Cloud Hosting
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CLOUD - PLATFORM AS A SERVICE
• Your system is unique (like an in-house solution) but typically a Service Provider takes responsibility for: System and application platform software licensing Development / deployment Operational support Infrastructure
Service provider may do all the software customisation / site build or you may do these yourself
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CLOUD - SOFTWARE AS A SERVICE
• Everything is done for you apart from administering your own products / customers / promotions
• Highly cost effective• Because setup / development / operational costs are spread
across many customers• Common system (code) base and operational environment
• Implications: Limited flexibility Limited differentiation of site (“me too”) Limited (pre-defined) integration with back-end systems May restrict options for the new wave of consumer interactions
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MARKETPLACE
• You piggyback upon an establish website / brand E.g. Amazon, eBay
• Low cost of entry• Operating costs directly related to transaction value• Can benefit from higher “footfall”
• Implications Less flexibility than SaaS Less differentiation Potential loss of branding power to main site
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MARKETPLACE – EBAY SHOPS
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E-COMMERCE
We have reached the stage where we understand the needs for e-Commerce but
haven’t necessarily implemented them all
The consumer is moving on & we have to follow
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Q&A