THE FUTURE OF COMMERCE: REAL R.O.I. INSIDE

WANNA CONTINUE DOING BUSINESS?"

THE FUTURE OF COMMERCE"

Gregory Pouy / @gregfromparis"

REAL R.O.I.

INSIDE

7!

I HATE THROWING FIGURES AROUND BUT JUST TO GET THIS STARTED…!

1!

A GLANCE AT EUROPE."

THE LARGEST E-COMMERCE MARKET WORDWIDE WITH €202 BILLION IN 2010""§  5.9% of the global retail market"§  40% of Europeans buy online"§  70% of European online buyers are from the U.K., Germany and France"§  Fastest growing countries: Poland (33,5%), France (24%), Sweden (22,1%)"§  Emerging countries: Italy, Spain and Poland"

Source : Eurostat"

A GLANCE AT THE U.S."

Source : Fevad"

A GROWING MARKET (+12.6% IN 2010) OF $ 176.2 BILLION!"§  8% of the global retail market"§  51% of Americans buy online"§  Scheduled to represent $279 billion in 2015"

A GLANCE AT THE BRIC."

WHERE THE FUTURE OF ECOMMERCE LIES""§  BRAZIL : $7.4 B in 2010 in e-commerce (40% increase from 2009)1"§  RUSSIA : $20 B IN 2010 in e-commerce2"§  INDIA : $6.8 B in 2010 (70% increase from 2009)3"§  CHINA : $80 B in 2010 in e-commerce (87% increase from 2009)4 expected to grow by

400% by 2015…"1 source : e-bit consultoria I 2 Citibank and Google I 3 Mobile association of india I 4 source :BCG"

UNDERSTANDING THE RISE OF E-COMMERCE!

"WHAT DOES IT MEAN FOR CONSUMERS?""

"WHAT DOES IT MEAN FOR YOUR BUSINESS?""

"HOW CAN YOU MAKE THE MOST OF IT?""

"WHAT DOES IT MEAN FOR THE FUTURE OF RETAIL?""

"WHERE DOES M-COMMERCE COME IN ?"

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WHY HAS E-COMMERCE TAKEN OFF??"

UNDERSTANDING THE RISE OF E-COMMERCE!# 1! # 2" # 3" # 4" #5" # 6"

E-COMMERCE MAKES LIFE EASY.!

YEAH !!


BUYING ONLINE MEANS :"§  Quick & easy shopping"§  Access to otherwise unattainable products"§  More choice & better prices"§  24/7"§  Recommendations from peers & experts"


OMG ! WE ARE CANNIBALIZINGBRICK & MORTAR SHOPS"

The endless debate that took place [and sometimes still does] in most companies.Both shop owners and wholesalers fear cannibalization."The impact of this debate?"Postponed e-commerce projects…."


IT MAY BE PARTLY TRUE BUT…"

WELCOME TO 2011" WELCOME


WHERE 40% OF BEST BUYʼS ONLINE SALES ARE UNRELATED TO THE THE POINT OF SALE"Consumers expect flexibility from brands."Some companies like Loweʼs have shown that 1/3 of buyers purchase an additional, unrelated product when shopping online.This requires breaking silos."


PEOPLE WILL [SOON] BUY MORE WITH THEIR CELL PHONES!

MOBILE COMMERCE IS NOT MAINSTREAM YET ($6 B IN THE U.S. MARKET IN 2011)"People will not begin making all purchases with their "cell phones tomorrow. "However, Forrester predicts that the U.S. market will amount to $31 Billion in 2016 (1% of the global retail market)"Nevertheless, mobile technology cannot be ignored in todayʼs commerce. Particularly in the BRIC countries."

“WALLETS ARE BECOMING AS UNNECESSARY AS WATCHES” !

SMARTPHONES ARE EASIER : DISCOVER SQUARE & IZETTLE""Salespeople in the Apple store now cash out customers directly from their iPads or iPhones. "Square is a credit card reader that plugs into your Iphone, so anyone can pay anyone very easily. (Visa has since taken financial interest in the company…)."In Europe, iZettle is a similar device."

Denise Lee Yohn"


“ONLINE COMMERCE” IS DEAD !"

E-COMMERCE WILL BE AN EXPERIENCE FULLY INTEGRATED INTO DAILY LIFE""§  People are not only “online” or “offline”, and neither

are you"§  People switch seamlessly among (your) channels"§  Increased mobile web access and application

markets increase flexibility…""


OFFLINE WILL EXPLODE"

RETAILERS MUST CHANGE THE WAY THEY THINK""Smartphones have not been the only catalyst to breaking the “online”/”offline” divide; physical stores have also changed. "Stores must be more than distribution centers to provide experiences and service (people can find broader offers more quickly, 24/7, online)."“Going shopping” has been replaced by “taking a moment to shop”"



HOW DID THAT HAPPEN ?"

ONLINE COMMERCE HELPED SMALL BUSINESSES GROW"

The web has allowed numerous platforms like Amazon and Ebay to create customized spaces easily.This allowed small businesses to grow exponentially and create much wider offers."

SMALL IS�BEAUTIFUL �


"" ETSY: BUY, SELL AND ENJOY HOMEMADE ITEMS!

Etsy is a website whose mission is to allow artisans to make a living out of their crafts and anyone can sell It has become a vibrant community In only a very few years "

MEET ETSY"$40 MILLION TURNOVER IN MAY 2011"



THE WEB HAS EVOLVED TO BECOME “SOCIAL”, MEANING..!

THE RISE OF SOCIAL COMMERCE !!

BUY WHERE YOU CONNECT AND CONNECT WHERE YOU BUY !""Social commerce connects social media and commerce to enable consumers to shop with their friends."Shoppers can access fellow buyer recommendations at any time and buy with more peace of mind."


A SLOW (R)EVOLUTION!

Social commerce hasnʼt grown overnight."When a change comes around, marketers have a tendency to announce the trend as a revolution, but this change has come from different behavior and the way people shop. "Even though changes, they are happening and still are quicker than the companies can adapt."


WHAT DOES IT MEAN FOR CONSUMERS ?"

"WHAT DOES IT MEAN FOR YOUR BUSINESS?""


"WHAT DOES IT MEAN FOR THE FUTURE OF RETAIL?""


2!

"UNDERSTANDING THE RISE OF E-COMMERCE"1

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Better knowledge before buying"12345

Better prices "

Fun and interactive experiences "

Better customer service"

Personalized experiences"

GIVING CUSTOMERS A BETTER EXPERIENCE"

GIVING CUSTOMERS A BETTER EXPERIENCE !# 1" # 2! # 3" # 4" #5" # 6"

BETTER KNOWLEDGE BEFORE BUYING"1!


BETTER KNOWLEDGE BEFORE BUYING"

The social web allows users to comment extensively on their purchases on forums, blogs, review sites ...Search engines love to push these opinions up in search resultsWebsites allow users to find a “profile like you” as opposed to the 4 traditional profiles (friends, experts, heavy users, superpanda334)"

* source Performics Social Highlight 3"

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82% OF ONLINE BUYERS CONSIDER OTHER BUYERSʼ OPINIONS*"


BETTER PRICES"2!


BETTER PRICES"

§  Private sales"§  Insider tips (MylittleParis is a newsletter with a database 150 000 strong)"§  Group purchasing (Groupon, brands themselves)"§  Reverse auctions"

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THE WEB ALLOWS PURE PLAYERS TO OFFER BETTER DEALS"


WHEN TWEETS LOWER PRICESOn groups of 10 select products, more tweets means more discount "(up to a minimum price, of course)"

BETTER PRICES"2GIVING CUSTOMERS A BETTER EXPERIENCE !# 1" # 2! # 3" # 4" #5" # 6"

MEET THE UNIQLO LUCKY COUNTER"

FIND THE BEST DEALS NO MATTER WHERE YOU ARE"

MILO.COM is a top price comparison site""Tons of websites already help consumers compare prices."Now buyers can compare with a phone call, directly from the store."The company have been bought by Ebay.""


BTW, HAVE YOU EVER HEARD OF COLLABORATIVE CONSUMPTION ?"


« Collaborative consumption describes the rapid explosion in swapping, sharing, bartering, trading and renting being reinvented through the latest technologies and peer-to-peer marketplaces in ways and on a scale never possible before » "Rachel Botsman"

WHY WOULD YOU BUY FROM A BRAND ANYMORE ?"

CONSUMER TO CONSUMER BUSINESS IS GROWING""In times of economic crisis, technology allows people to make ends meet by inviting them to collaborate and create their own solutions"The web allows people to connect, meaning that C2C trading and renting are experiencing rapid growth."


DISCOVER AIRBNB "


AirBnB is an online service that matches people seeking vacation rentals and other short-term accommodations with those that have rooms to rent, generally private parties that are on vacation or have an extra bedroom."In July 2011, the company had over 100,000 listings in 16,000 cities and 186 countries."The company has a valuation of $1 Billion."

DISCOVER KICKSTARTER "


Kickstarter is an online threshold pledging system for funding creative projects. Kickstarter has funded a diverse array of endeavors, ranging from indie films and music to journalism, solar energy technology and food-related projects."Kickstarter facilitates fundraising from the general public, a model which circumvents many traditional avenues of investment."

92% OF THE TIME, YOUR CAR IS PARKED "


But it still costs you money every day…"

Renting it is the perfect solution for people and companies like Zipcar that now has 560 000 members."Some car manufacturers understand this change and brands like Citroen are working on their own platforms..."

FUN AND"INTERACTIVE EXPERIENCES"3!


SHOELINE USED VIDEO TO INCREASE ITS CONVERSION RATE BY MORE THAN 44%"

A FUN AND INTERACTIVE EXPERIENCE"3GIVING CUSTOMERS A BETTER EXPERIENCE !# 1" # 2! # 3" # 4" #5" # 6"

Videos appeal to the television viewer in us and allow for more entertaining elements.It is no coincidence that Amazon has added 224,000 videos to their site .... "An eMarketer study also showed that customers would stop the purchase process 2 times less when videos were available."

YOUTIQUE : 30% ORGANIC VIEWERSHIP"

French Connection launched a boutique on Youtube to take advantage of the rise of video.30% of their videos viewed (over 6.3 million) are thanks to SEO (no purchase)."


THE RISE OF WE-COMMERCE."

SHOP WITH YOUR FRIENDS ""Shopping has always been a social activity."Therefore, in the same way as in the street, on the web, you want to be able to seek advice to friend (s) when doing shopping.This is one interesting dimension of social shopping that offers webiste such as Shopwithyourfriend on various online stores."

A FUN AND INTERACTIVE EXPERIENCE"3

WHAT CHANGED FOR CONSUMERS ?!# 1" # 2! # 3" # 4" #5" # 6"

NEVER EVER MAKE A FASHION "FAUX PAS AGAIN."

Go try it on allows people to test their outfits by getting immediate feedback from other users and most lately by a personal stylist from Gap and Sephora."The dealmaker :"◘  No need to create a profile"◘  Shoppers can hide their faces"Ensuring the siteʼs success and a recent $ 3 million investment"(Itʼs true : the girl on the left decided not to hide her face and to pose in a bikini…)"


BETTER CUSTOMER SERVICE"4!


CHAT ASSITANCE IMPROVES R.O.I."

Real-time help online letting users "click to chat" or "click to call" clearly enables better customer service but also improves R.O.I. (yes customer service is not a cost).The Genesco group generated an increase of 304% in R.O.I. over 3 years using real-time assistance tools.It should be no coincidence that 20% of ecommerce sites in the U.S. plan to set up their own systems this year"

4 A BETTER CUSTOMER SERVICE"


MEET THE TWELPFORCE"

Nowadays customers often know more than salespeople themselves…"Bestbuy empowered their salesforce by equipping them with smartphones and allowing them to answer customer questions on Twitter"

4 A BETTER CUSTOMER SERVICE"


PERSONALIZED EXPERIENCES"5!


FACEBOOKʼS SOCIAL GRAPH"

THERE ARE SEVERAL WAYS TO DO BUSINESS ON FACEBOOK:"◘  Use their database"◘  Via “F-commerce”, or selling directly on Facebook"◘  Using Facebook Connect to connect it and your site Although 1/3 of small businesses sell directly via Facebook, most brands use Facebook to provide personalized experiences on their websites"

5 A PERSONALIZED EXPERIENCE"


Brands like Levi's pioneered with Facebook Connect."Amazonʼs partnership with Facebook showed how deep the connection can be."It allowed for pages to be customized according to each visitorʼs profile (friends, pages that he/she likes ...) and even more (as youʼll find out later in the presentation…)"

FACEBOOKʼS SOCIAL GRAPH"

5 A PERSONALIZED EXPERIENCE"


FROM A BRANDʼS PERSPECTIVE…"


WHAT DOES IT MEAN FOR YOUR BUSINESS ?"


"WHAT DOES THIS MEAN FOR THE FUTURE OF THE RETAIL ?""


3!

"UNDERSTANDING THE RISE OF E-COMMERCE""


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THE WEB MADE NEW (OLD) ISSUES APPEAR FOR BRANDS"

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1 NO MORE HIDING BEHIND ADVERTISING"

BETTER-INFORMED CUSTOMERS"A STRIKING DEMAND FOR MULTICHANNEL CAPABILITY"

ADS WERE SIMPLE…

WHAT DOES IT MEAN FOR YOUR BUSINESS ?!# 1" # 2" # 3! # 4" #5" # 6"

NO MORE HIDING BEHIND ADVERTISING"

Over the past 30 years, advertising was THE technique."More ad space meant more products sold."The equation was easy!"Nowadays, brands still need to advertise but can no longer hide behind it"

1WHAT DOES IT MEAN FOR YOUR BUSINESS ?!# 1" # 2" # 3! # 4" #5" # 6"

BETTER-INFORMED AND MORE DEMANDING CUSTOMERS!

The availability and diversity of consumer comments online has created a more knowledgeable consumer base. This information is also available anywhere thanks to mobile devices. Amazonʼs mobile application now allows consumers to compare prices in-store with identical items online and purchase by simply scanning a barcode."In France, the Prixing application allows for an identical comparison – but in supermarkets"

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DIGITAL INFORMATION IS EVERYWHERE - INCLUDING IN-STORE!


TV!

web"

radio"

Press"

…"

For 20 years, weʼve built brands via TV commercials.A 360° strategy asks other media to replicate the same copy"

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THE 360° SOLUTION…!

A STRIKING DEMAND FOR MULTICHANNEL CAPABILITY"


360° IS NOT SO TRENDY ANYMORE!

3 A STRIKING DEMAND FOR MULTICHANNEL CAPABILITY"


TV!

web"

radio"

…"

Presse"

Youʼre right if youʼre thinking that this graphic looks awfully familiar…"

DEVELOP A MULTICHANNEL SOLUTION ?"



MULTICHANNEL " "MULTIPLE CHANNELS!≠"



CHANNEL"People may use several channels, each in their own way. This should be easy and fluid. ""SERVICES"People may go on LinkedIn, then Facebook, then call customer service…where people go and why should make sense. ""COUNTRIES"Do you speak more than 1 language? Your clients (and journalists) may, as well…"

BRAND"If you are part of an organization, clients buy that organizations values no matter what the brand is…"


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WE MUST BREAK SILOS"


HOW CAN YOU MAKE THE MOST OF IT?"



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"WHAT DOES IT MEAN FOR BUSINESSES?""

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E-COMMERCE ALSO MEANS GREAT OPPORTUNITIES"

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1 MORE ACCURATE TARGETING"

GREATER R.O.I."GETTING RID OF OVERSTOCK"

4 NEW PLACES TO SELL (AKA F-COMMERCE)"

HOW CAN YOU MAKE THE MOST OF IT??!# 1" # 2" # 3" # 4! #5" # 6"

MORE ACCURATE TARGETING"1!


MORE ACCURATE TARGETING"

THE 6 PSYCHOLOGAL MECHANISMS "BEHIND SOCIAL SHOPPING"

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SCARICITY"Make products feel exceptional"1

POPULARITY"Make things reassuring and risk free"2

AFFINITY"Give a sense community"3

AUTHORITY"Instill confidence in making the best choice"4

CONSISTENCY"Create a sense of continuity"5

RECIPROCITY"Make people feel guiltless"6


FACEBOOK : A WEALTH OF"INFORMATION"

Facebook is more than a website, it is a gigantic database with information about individualsʼ professional experiences, personal lives, education, tastes ..."Go beyond using Facebook to support brand content to take advantage of this Facebook targeting is so precise that you can potentially advertise to only one person If you know him/her well enough"

MORE ACCURATE TARGETING"1HOW CAN YOU MAKE THE MOST OF IT??!# 1" # 2" # 3" # 4! #5" # 6"

If the "social graph" is a map centered around you and your relationships, the interest graph focuses instead on you and your interests.Bringing people together in a vertical way is powerful."An interest graph therefore includes personal contacts but also may include experts on a given topic or celebrity."

HAVE YOU HEARD OF "THE INTEREST GRAPH"

MORE ACCURATE TARGETING"1


GREATER R.O.I."2!

YEAH !


PERSONNALIZATION CAN INCREASE THE AVERAGE BASKET BY 47% "

A Forrester study shows that when e-merchants suggest relevant products, they increase the average basket by 47% and the number of products sold by 27%."Tommy Hilfiger tripled the number of unique visitors to its site via customization tools"

2 A RISE IN THE TURNOVER"


USE PERSUASIVE PERSONALIZATION TO IMPROVE CONVERSION RATES BY 40%"

Amazon used Facebook.comʼs social graph to define what influences each site visitor : customer reviews, comments from friends, expert advice, or promotions.They also connected an identified stimulus for one person to similar purchasing habits for any products. "Combining these techniques means conversion rates from 30 to 40%"




CAN GOOGLE + HELP YOU TO IMPROVE YOUR CONVERSION RATE ?"

It would be remiss nowadays not to mention Google Plus."Google knows what consumers buy. Facebook knows what people like and who they know. "Google+ is the first step for Google to close this gap. It is creating more complete profiles, giving Google access to profile data like “likes”, interests, and friends…"


DECREASE RETURN RATES BY 45%"

Levi's has identified that products on its site that have customer reviews have a return rate that is 20% lower than those without comments.Products with more than 25 reviews have a return rate that is 45% lower"Source : Bazaar Voice"



REASSURE USING CUSTOMER COMMENTS."

For 59% of U.K. shoppers, having a rating system is a key decision maker when purchasing.For 57%, having feedback is key."



GETTING RID OF OVERSTOCK"3!


IS IT REALLY POSSIBLE TO EARN $ 6.5 M "ON TWITTER ?"

Dell uses the immediacy of Twitter to get rid of its surplus stock.In 2010 they generated $ 6.5 million, a drop of water compared to the consolidated total ($ 52.9 B), but still a smart move on their part to sell off overstock. "

3 SELL THE OVERSTOCK"


IS IT ME OR…."


ARE WE BOTH THINKING THAT I FORGOT TO MENTION THE “THING” "AKA F-COMMERCE"



DONʼT WORRY…!

With its 650 millions members, Facebook may be an interesting new place for merchants.A multitude of start-ups like Payvment propose F-Commerce solutions.."

NEW PLACES TO SELL AKA "F-COMMERCE"4!


Source : Paul Marsden"

4 NEW PLACES TO SELL AKA F-COMMERCE"


THE FACEBOOK ECOSYSTEM IS VAST :"



BUT LETS CONCENTRATE "ON F-COMMERCE."



F-COMMERCE "AND SMALL BUSINESSES"

1/3 of small businesses (32%) are solely present on Facebook to sell.Much like Amazon, Ebay and other platforms, Facebook is a unique place to recreate a website and sell online.In terms of SEO, Facebook is a great place for a small business to be active"

THAT SAID…"





FACEBOOK PROBABLY WONʼT"REVOLUTIONIZE E-COMMERCE!

If F-Commerce works for some small businesses thanks to simplicity and low cost, large brands have not been seeing the same results.According to a Forrester study, the conversion rate is lower than on other website and does not exceed 2% (for a CTR of 1% which is 11 times lower than by e-mail)Facebook is not a substitute for an e-commerce site but can offer unique opportunities, like selling exclusive products to “fans”."



9 OUT OF 10 F-SHOPS ARE CREATED BY "ARTISTS AND CELEBRITIES"

To date the only F-Commerce shops that turn a profit are artistsʼ pages that sell their merchandise. 62% of the top 50 Facebook pages are artistsʼ (12% are TV shows, sports are 8%, 6% are movies)."However, a few noteworthy brands : Victoriaʼs Secret (and their upcoming fashion show), Sony Playstation and Itunes."

IS F-COMMERCE AN F-WORD ?!



This summer, Triumph Lingerie launched its F-Commerce application with a 10% discount for fans."The most successful operations so far have been short-term exclusive offers."Right now, Facebook users still donʼt think of it as a platform for commerce. Special offers for “fans”, however, can get them involved and engaged.""



HOW CAN YOU USE FACEBOOKʼS VIRTUAL CURRENCY?"

With Facebook credit, there are new opportunities :"§  $ 1 = 10 credits on Facebook"§  Facebook takes a 30% margin"§  Facebook credits are mainly used to buy virtual goods

(primarily in games)"



Feelgoods.com allows Facebook users to earn credit through small incentives like :"

§  Subscribe to our Newsletter"§  Share this with a friend"§  Leave a comment"§  Purchase this product ..."

HOW CAN YOU USE FACEBOOKʼS VIRTUAL CURRENCY?"

WHAT DOES THIS MEAN FOR THE FUTURE OF RETAIL ?"


5!


"WHAT CHANGED FORCONSUMERS ?""

"WHAT CHANGED FOR BUSINESSES ?""

"WHAT DOES THIS MEAN FOR YOU ?""

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RETAIL WILL NEVER BE THE SAME (EITHER) "

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WHAT DOES THIS MEAN FOR RETAIL ?!# 1" # 2" # 3" # 4" #5! # 6"

USE TECHNOLOGY TO ENHANCE CUSTOMER EXPERIENCES"

TAKE ADVANTAGE OF SO.LO.MO"

1!


USE TECHNOLOGY TO ENHANCE CUSTOMER EXPERIENCES"

DOES MY BUTT LOOK BIG IN THIS"

The fitting room is shoppingʼs moment of truth – and where people decide whether they will buy or not..."American Rag, a popular jeans retailer, developed a simple yet valuable solution : a rear-view fitting room camera that lets you see how the jean fits on you from all angles. "

1 ENHANCE THE EXPERIENCE WITH TECHNOLOGY"

Tribute to Paul Mardsen for the tittle of this slide"


BRING YOUR FRIENDS IN"THE FITTING ROOM WITH YOU"

Brands often imagine and develop ways to bring offline customers to Facebook."Diesel has done the contrary by giving people the opportunity to connect with their Facebook friends from the fitting room."A technologically complex system to deploy everywhere, this experience is still unique"



EMPOWER YOUR STAFF"



The next time you go into an Apple Store, notice how convenient it is to be helped by staff that checks you out with a handheld device, spending more time with you than behind a counter. This relationship is also unique as you never see a cash register. "

“OVERWHELMINGLY POSITIVE”"Mercedes, financial department"



When the Financial Department describes a pilot as being overwhelmingly positive”, you can be sure that the R.O.I. was….significant…"Mercedes-Benz did a summertime pilot of using Ipads in 40 showrooms across the U.S. "With Ipads in hand, car dealers were able to engage customers in a much more fun and interactive way than ever in choosing their future car (colors, options…) and can stay by their side throughout the entire sales process. "They have since equipped all 355 dealerships."

TOO EXPENSIVE, YOU SAY ?"



HUM…SOME SMALL "COMPANIES HAVE DONE "VERY WELL"



IMPROVE YOUR CUSTOMER DATABASE"


Goodyoga is a Yoga studio that is also a B&B, welcomes first-time guests with an Ipad."“When people walk in the door, we hand them the iPad, and they sit on the couch — itʼs a lot more casual, and we can bring them tea or water,” Instead of standing awkwardly at the counter and filling out waivers and liability forms on a clipboard, the iPad makes people feel at ease."No paper, just a Google form so the customerʼs information can go straight into the database, saving time for everyone."


GET NEW FACEBOOK FANS IMMEDIATELY !"


You might remember a marketing operation from Diesel allowing people to scan QR codes of products they liked. Brands could offer discounts to people that became fans immediately and also benefit from this interaction to share more about the brand. "Butter Lane, a small cupcake bakery in NYC, decided to implement this to engage customers beyond their purchase.."Your Facebook content must be relevant to avoid being costly and useless…""


SAVE TIME AND ENJOY YOUR GUESTS"


Having an iPad as a Waiter a smart idea(if itʼs well attached to the table)."Itʼs an idea that that started at a restaurant called Stacked."Ordering by iPad makes it easy to customize your order without the typical misunderstanding…"Although it is sometimes still easier and more pleasurable to order fro ma real person, ithis can save people time as they can also pay straight from the iPad."


TELL STORIES"



In store is the perfect place to reassure people about potential purchases."Barcodes, QR codes or even the product itself can give more context and enrich the customer experience."Remember that Amazon uses barcodes for price comparison, but imagine the possibilities that exist…"

FOLLOW THE..GUIDE "



LʼOreal Instant Beauty created an application that helps customers evaluate products (consumer reviews, benefits, innovative features, technological advances, expert advice, look and feel, expert advice …)"""

CUSTOMIZE OFFERS"



Scanning technology and facial recognition allow brands to determine (based on body features, demographics and purchase history) best fits for customers and offer personalized services"

SMILE (AND GET AN ICE CREAM)"



Imagine a world where everyone is smiling! "Wouldnʼt it be a better place?"Now imagine getting rewarded for smiling…with an ice cream.""Unilever did just that by launching a machine last year that created a significant amount of “buzz”…"

WHATʼS THE BEST MEAL FOR YOU ?"



Kraft Foods and Intel formed a partnership to create a meal-planning kiosk that determines not only how many people are standing in front of it at any given time but also their gender and age. Based on that information as well as other factors like the time of day, the kiosk can then tempt them with customized recipes and help them plan meals with directions to relevant in-store products."The kiosk can also connect to customersʼ smartphones to help them shop more easily. "

I LIKE TO MOVE IT ! MOVE IT ! "



Chanel first used interactive screens in 2007 but since then the technology has evolved to offer experiences like the future of shopping, presented by Cisco in this “not so futuristic” video"You can now easily interact with video screens connected with you with no device in sight"This type of shopping is naturally highly personalized and creates an emotional connection for shoppers"Although this type of shopping is not yet scalable in an overcrowded shop like H&M or Zara, it is easy to imagine this type of experience on your smartphone tomorrow…""

2!


TAKE ADVANTAGE OF SO.LO.MO"

2 HANDLE THE SO.LO.MO CUSTOMERS"

I HAVE NO CLUE WHAT YOU’RE TALKING

ABOUT …


SO. LO. WHAT ?"


SOCIAL I LOCAL I MOBILE"


SO.LO.MO is a one of the top trends (and hence buzzwords), but is a relevant concept."More and more consumers are connected and connecting with their smartphones and are in constant contact with their environment (and their friends) no matter where they are."The key is: itʼs all about context"


REWARD “INFLUENCE” IN RETAIL"


Although the reliability of a personʼs Klout score (based on reach, audience, and other factors, using social accounts like Facebook and Twitter) is still a matter of discussion, companies like Audi, Palm Hotel, Amex and others have created special experiences for “influential” guests.""Audi offered a test of their latest A8 in San Francisco, for example, and the Palm Hotel created a “Klout Club” in Las Vegas that allows high-ranked influencers to experience the Hotelʼs impressive amenties."



40% OF SMARTPHONE OWNERS HAVE USED THEIR PHONE WHILE SHOPPING TO…"

CALL FRIENDS"1

TAKE PICTURES OF PRODUCTS"2

FIND ANOTHER SHOP & DISCOUNT"3

COMPARE PRICES"4

READ REVIEWS"5

BUY"6



WHERE ARE YOU RIGHT NOW?"

Geolocalization is a hot topic, but itʼs still in its early phases of adoption."The mobile industry is making rapid advances, however, and companies like Groupon and LivingSocial offer local deals and new smartphone applications like Thinknear go further by proposing interesting deals to people that are nearby and have a moment to spare."


WILL GROUPON BUY FOURSQUARE ?"

Both companies announced a partnership in july 2011;"Foursquare users in the U.S. and Canada will start to see Grouponʼs daily deals in the Explore tab of the application and on Foursquare.com."According to the Internet news blog Mashable :" “The mutually beneficial relationship will help Foursquare replenish its deals stock and net it access to offers from the current mayor in the deals space. Groupon, in turn, will gain added exposure and reach audiences not already subscribed to its email list.”"



ATTRACT MORE PEOPLE DURING THEIR FREE TIME"

Companies like Groupon and LivingSocial offer local deals, but new smartphone applications like Thinknear go further by proposing interesting deals to people that have free time and are in the area.""



LIKE IN THE SUBWAY"

In south Korea, Tesco understood that there are certain moments when people have attention available ; if you can tap into that, itʼs a win ! "Offering South Koreans the possibility to shop directly via their mobile phones in the subway station while waiting for the train was a perfect match !"




STAY RELEVANT"

Having a brand-centric strategy has led certain brands to irrelevancy…"We have all received our fair share of irrelevant advertising. Receiving it on mobile phones is perceived to be incredibly intrusive, and deals must clearly specify why they are relevant. "A French pricing comparison start-up, Prixing, helps people choose what to buy while grocery shopping by scanning barcodes."Future versions will allow stores to base discounts on who scanned which products. "

SPEAKING OF WHICH…."



WHERE DOES M-COMMERCE COME IN ?"6!


"WHAT CHANGED FORCONSUMERS ?""

"WHAT CHANGED FOR BUSINESSES ?""

"WHAT DOES THIS MEAN FOR YOU ?""


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NO… “M” DOESNʼT STAND FOR"MILITARY"

WHERE DOES M-COMMERCE COME IN ?!# 1" # 2" # 3" # 4" #5" # 6!

OR DOES IT ?"

The French railtrain (Voyages-SNCF) has decided to go mobile and already realized mobile sales amounting to 30 millions euros (6% of their business in one year)."They discovered that mobile buyers are tech savvy and created a mobile site."One of the largest groups of customers is the military, composed of very mobile professionals."


MOBILE TRAFFIC TO RETAILERS' SITES HAS GROWN 163% SINCE 2010"Comscore, 2011"


M-COMMERCE IS EVERYWHERE"


“A BRIDGE BETWEEN STORE AND ONLINE EXPERIENCE”"

Sephora first enhance the shopping experience through the mobile offering the opportunity to shoppers to get consumers reviews."They were so amazed by the number of download that theyʼve launched in 2011 a Ipad commerce application."The application is built as a magazine with tons of content, realtime discount and even a virtual mirror + you get the ability to shop wherever you are"

Bridget Dolan, vice President for interactive Media at Sephora,"


GUCCI : READ, SHOP, SHARE"

The luxury world is not left behind."Gucci has launched an Iphone and Ipad app, which want to be a digital shopping magazine, give the consumer a 360° experience with the brand and also let you buy straight from the application."


MAYBE YOU MISSED SOMETHING…"


EBAY – $ 2 BILLIONS IN "M-COMMERCE in 2010"

Not bad, huh ?"They predict $4 B for 2011."Even if the application only has 50% of the siteʼs functionality, it has 4 times more interactions. "The average time to sell on the website is 4-6 minutes. Itʼs 40 seconds by mobile. "


THE M-COMMERCE MARKET WILL BE WORTH $31 BILLIONS IN 2016"(AND THIS IS JUST THE U.S.)"Forrester, July 2011"


IT SEEMS LIKE YOU "DEFINITLY MISSED SOMETHING…"


YEAH !!!!"MOBILE IS A CANDYLAND "FOR BUSINESS"

$$$


NO, NO, NO…"NOT SO FAST"

SURE MOBILE OFFERS GREAT OPPORTUNITIES"

PERMANENT CONTACT WITH CUSTOMERS"1

A PERSONALIZED, PERSONALIZABLE COMMUNICATION TOOL"2

A RISE IN VISITS THANKS TO GEOLOCALIZATION"3

A SIMPLE WAY TO SHOP"4

A GROWING SMARTPHONE MARKET "5

NEW OPPORTUNITIES FOR SHOPPING"6

BUT…"


NOT EVERYONE IS THERE YET"

Marketers jump at new trends, hoping that people will jump with them."Logically, however, the general public is not at the same level as trendsetters, as they fear mobile commerce for security reasons and because it does not yet seem logical to many to buy via mobile phones. "Adoption rates will be quicker than those of e-commerce (10 years) but still wonʼt mean mainstream adoption in the next 2 years, even if the market is growing fast."


GET READY !"


YOU MIGHT FAIL (AT FIRST)"

DIGITALʼS N°1 RULE : DONʼT PUT ALL YOUR EGGS IN ONE BASKET !!"The digital space move fast and you have to, too, to keep up."Test small changes to evaluate the results. Adapt and improve. Then try again…"Your plan might fail the first time but itʼs OK."This is the perfect time to see if your customers are buying with their mobile devices."Where you see traction, invest more and develop a more industrialized solution"


OK, OK… FINE "BUT - APPLICATION OR MOBILE WEBSITE ?"


THE FOOTPRINT STRATEGY"

Sorry to disappoint you, but there is no one rule for this. "The best strategy is to invest in a couple of solutions, including a mobile website, iOS from Apple, and the Android platform."Depending on your target countries and customers, you may also need to invest in Blackberry, Windows Phone 7 etc…" "


IT IS NOT ENOUGH TO APPLY "E-COMMERCE BEST PRACTICES"

Mobile is incredibly intrusive, and therefore unique."Itʼs intimate, real time and local and has to be SIMPLE and QUICK."It should provide the exact answer to your desire."Think about how your application will be used, by whom (are they existing or new customers? A part of them or all of them?...) "


WHAT IS MOBILE, AND WHAT ISNʼT ?"

At the end of the day, we have to ask ourselves :"If a tablet is a mobile device, whatʼs about a laptop ? What about Appleʼs integration of applications into laptops ?"Everything is now connected in a highly digital world."Itʼs not so easy anymore to tell the difference…"


TO SUMMARIZE…!IN SUMMARY"

YOUʼRE SCREWED !!!"

WE LIVE IN A DIGITAL WORLD"

EVERYTHING IS CONNECTED"1

ITʼS ALL ABOUT EXPERIENCES"2

YOU CANʼT DECIDE FOR YOUR CUSTOMERS"3

TRY, FAIL, IMPROVE, AND TRY AGAIN"4

5

COLLABORATIVE COMMERCE IS RISING"6

READ, LEARN, BENCHMARK"

YOU CANʼT AVOID THE DIGITAL WORLD"BUT YOUR BUSINESS CAN PROFIT FROM IT"

CREDIT FOR PICTURES :"Photographer : Benjamin et Anne Laure Tarlay"

Business

THE FUTURE OF COMMERCE: REAL R.O.I. INSIDE