productcamp toronto-2013-ecommerce-trends_rosalina_lin-allen

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by: Rosalina (Roz) Lin-Allen Head of Strategy Delvinia

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While other channels have suffered during the recession, e-commerce continues to show impressive growth, averaging a 13%+ growth rate year-over-year (source: eMarketer, July 2012). With such opportunity your brand needs to remain competitive by offering shoppers an exceptional experience. Learn valuable tips and strategies to optimize your e-commerce site for increased sales; best practices for improved channel performance, and key consumer, technology and market trends.

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Page 1: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

by: Rosalina (Roz) Lin-Allen

Head of Strategy

Delvinia

Page 2: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

Customer Centric

Data Driven Methodology

Personas

Customer Journey Mapping

Page 3: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

200,000+

members

500+

variables

30%

response rate

Page 4: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

CUSTOMERS

TODAY

EMPOWERED

SELF-EDUCATING

MULTI-CHANNEL

DEVICE-AGNOSTIC

Page 5: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

60% of Canadians research

and buy online. Source: , December 2012

Page 6: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

92% of Canadians research

online and buy offline. Source: , December 2012

Page 7: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

20% of Canadians have shopped

via their mobile device. Source: , December 2012

Page 8: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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

Page 9: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

Brick-and-mortar retailers

challenged with showrooming and increasingly strike back with price matching

Page 10: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

eRetailers chipping away at the

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

Page 11: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

KEY TRENDS 1. ADVICE DRIVEN COMMERCE

2. SOCIAL SELLING

3. CHANNEL BLENDING

4. MOBILE FIRST

5. RIGHT PLACE AT THE RIGHT TIME

Page 12: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

ADVICE DRIVEN

COMMERCE

Trend #1

Page 13: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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.

Page 14: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen
Page 15: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

SOCIAL SELLING

Trend #2

Page 16: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

Trust in peer based

recommendations have

increased by 18% since

2007 while trust in

advertising has declined

between 20-25%

between 2009 an 2011.

Page 17: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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

Page 18: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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

to connect prospects with fans.

20% conversion

Page 19: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

CHANNEL

BLENDING

Trend #3

Page 20: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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.

Page 21: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

Online to Offline Customers can shop online,

specifying which store to shop from.

Page 22: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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

Page 23: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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

Page 24: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

PHYSICAL

WORLD

FAMILY &

FRIENDS

LIKE-MINDED

PEOPLE ONLINE

WORLD

THE CONNECTOR

Page 25: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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.

Page 26: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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

Page 27: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

RIGHT PLACE

AT THE RIGHT

TIME

Trend #5

Page 28: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

(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%

Page 29: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

Alerts

customer

when a

product on

their wish list

goes on sale.

Personalized email based on

what is left in your shopping cart.

Page 30: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

Geo-fenced

travel insurance

presence at major

Canadian airports.

Location-based

targeting to drive

prospects to

e-commerce.

Page 31: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

How do you remove customer

barriers to convert with you?

Page 32: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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)

Page 33: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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)

Page 34: Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

thank you

Rosalina Lin-Allen @ 416-364-1455 x271 | [email protected]

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