tecomm 2013 off to on
DESCRIPTION
TRANSCRIPT
How to move
from Offline
towards Online
business
Objectives
►Start thinking on Digital challengues
for your business
Objectives
►Start thinking on Digital challengues
for your business
►Inspire and more questions than
answers!
myself
►Digital inmigrant
myself
►Digital inmigrant, Business native ;)
myself
►Digital inmigrant, Business native ;)
►Senior eCommerce Manager @
myself
►Digital inmigrant, Business native ;)
►Senior eCommerce Manager @
►Director Digital Business Master @
Same film,
difference is only
attitude?????
Same film,
difference
is NOT only attitude,
preparation is Key.
Aplicable to you,
not only to companies
Are you prepared to
become an “Avatar” of the
new Digital world?
How was it
yesterday?
What is starting
to happen to
real people?
►ar fi Amazon vinde produse BOSCH mult mai ieftin LEROY MERLIN grup s-au oprit de a cumpara orice produs BOSCH și mi-am pierdut slujba mea (vânzător BOSCH fost în LEROY MERLIN)
Roles Sales person Bosch
Amazon
Leroy Merlin (local and hq)
Bosch (local and hq)
Government
Local store
¿anyone else missing?
The most important
person:
the Consumer
What is the
situation
today?
Offline to
Online in 2
Steps…
#1 1.- Analisis of current situation
Think sincerely if your business will be valid
in 3/5 years without Digital action from you
Please involve valid stakeholders: current
leaders, future generation and customers /
business relatives
2.- Information treatment
Challengue your first ideas: ¿Your
conclusions have common sense? ¿Can I
double check with a third party or colleague?
Look for a sector expert that has run also a
similar Marathon (because it will be a
marathon…)
3.- Decision taking
You have already tons of information, the
opinion of many people but now you need to
be aisled and decide. Alone.
Choose the right roadmap, not the easiest
one and neither the most simple. Honestly
take the proper decision that you think will
allow your company to survive.
4.- Planing & Implementation
All the work done is not valid if you dont
write down a first roadmap and action plan
to transform your organization.
Summary #1
1.- Information
Analisis
2.- Does it makes
sense for you to go
Digital
3.- Decide
4.- Plan and start
action!
1.- Choose the right people
You will fail without the right team.
Digital natives team that does not have real
business experience will not succeed, and
the opposite is also valid.
#2
2.- Demonstrate Top Mgt support
The project will find lots of resistance and
obstacles. Only if 100% of the organization
perceives that the CEO fully supports the
project you will have a chance.
The CEO is the key stakeholder, if he
doubts then the team will not succeed
3.- Train and Advocate all organization
(become an evangelist)
Not all functions need to changue but all
functions need to understand why and
how things will be done.
Training is not enough.
1.- Choose your team
2.- Do you have CEO real support? Is it
known by all the people?
3.- You can not do it alone, train, advocate
and become a Digital Evangeslit
Summary #2
We just arrived, real
trip starts now…
►We have a skilled, talented and
engaged team and some kind of
positive environment around for the
Digital transformation of your
business.
We just arrived, real
trip starts now…
►We have a skilled, talented and engaged team and some kind of positive environment around for the Digital transformation of your business.
►Now, real hard work starts, hands on and start the Marathon to become future proof
Time to take
a look
outside-in
Insights to
Commerce
evolution and
Multichannel
Energy is neither created
or destroyed, only gets
transformed
Energy is neither created
or destroyed, only gets
transformed
like commerce
NO “commerce”
“Commerce”
“International”
commerce
“Mobile”
market
Traditional
Store
Shopping
centre
“Technology”,
lots of Technology
Vânzarea
la Distanță
“commerce”
globalization On and Offline
Retail and
Business Model
Digitalization
In store animation, Nike flagship store.
One day before Chicago Marathon
2013
The key to survive is simple…
The key to survive is simple…
dont forget to focus on the key
The key to survive is simple…
dont forget to focus on your
consumers
At the end,
eCommerce
is…………….
At the end,
eCommerce
is Commerce
With more
parties
involved
Conclusions
►Remember the history of the Lion and the
Gazelle in Masai Mara
Conclusions
►Remember the history of the Lion and the
Gazelle in Masai Mara
►Off to On trip needs to be done by Profesionals,
Brands and Companies
Who is this guy?
Someone with
KLOUT above 60
Assume the
responsability not to
become Obsolete
Conclusions
►Remember the history of the Lion and the
Gazelle in Masai Mara
►Off to On trip needs to be done by Profesionals,
Brands and Companies
►At the end, key success factor is Talented
People, supported by Technology
My commitment:
Did I succeded??
►Start thinking on Digital
challengues for your business
►Inspire and more questions
than answers!
Thanks and see you in the
Digital Economy
@Joseluisferrero
slideshare.net/joseluisferrero