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Crimsonwing Presentation at Figaro Digital - eCommerce Seminar 2011
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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