Crimsonwing Presentation Figaro Digital - eCommerce Seminar

Derek LinneySolutions Director

24/02/2011

“Just when we thought we finally understood e-Commerce....”

TOPICS

• Brief Introduction to Crimsonwing• What we have all learnt about e-Commerce• New trends & challenges• e-Commerce platforms

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

CLIENTS

E-COMMERCE

We have reached the stage where we understand the needs for e-Commerce but

haven’t necessarily implemented them all

• 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

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

NEW CHALLENGES

• Mobile

• Social Networks

• Social Interaction

• Private Retail

• Group Buying

• Time rich shoppers

• Enhanced user experience

MOBILE INTERNET ACCESS

• 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

MOBILE – VIA BROWSER

Browser to main site Browser to mobile site

MOBILE - APP

MOBILE – IPAD BROWSER + MAIN SITE

MOBILE - APP

MOBILE – IPAD BROWSER

MOBILE - IPAD APP

MOBILE - IPAD APP

MOBILE - IPAD APP

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.

SOCIAL NETWORKING – FACEBOOK LIKE

FACEBOOK LIKE - PRIVACY

SOCIAL NETWORKING – FACEBOOK LIKE

FACEBOOK – EMBEDDED SHOP

FACEBOOK – EMBEDDED SHOP

FACEBOOK – EMBEDDED SHOP

EMBEDDED SHOP CF. MAIN WEBSITE

FACEBOOK INTEGRATION

FACEBOOK INTEGRATION - ETSY

FACEBOOK PROFILES - ETSY

FACEBOOK PROFILES - ETSY

FACEBOOK PROFILES - ETSY

GROUPON

GROUPON – E-MAIL OFFERS

WALMART CROWD SAVER

REMEMBER LETSBUYIT.COM?

PRIVATE RETAIL

PRIVATE RETAIL

PRIVATE RETAIL - EXCLUSIVITY

FROM SALE CLEARANCE TO PRE-ORDER

SHOPPER SEGMENTS

www.excitingcommerce.com

SHOPPER SEGMENTS

SHOPPER SEGMENTS

A DIFFERENT SHOPPING EXPERIENCE?

A DIFFERENT SHOPPING EXPERIENCE?

A DIFFERENT SHOPPING EXPERIENCE?

• 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

INTERNATIONAL DISTRIBUTION FROM USA

E-COMMERCE PLATFORM APPROACHES

• In-House Solution• Managed Service – Platform as a Service• Software as a Service (SaaS)• Marketplace

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

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

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

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

MARKETPLACE – EBAY SHOPS

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

Q&A