BEYOND THE SHOPPING CART€¦ · • Best served by: powerful search, well-deﬁned hierarchies Category researchers: identify and buy products that best match their needs • Best

HANSON DODGE CREATIVEMaking the world more active.™

BEYOND THE SHOPPING CART10.04.2012

Sara MeaneyPresident, Strategy & Growth

Wednesday, October 17, 12

HANSON DODGE CREATIVEMaking the world more active.™


©2012, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. 3







source: SGMA2012 surveyn= 38,000



source: SGMA2012 surveyn= 38,000


OverviewThree kinds of liesWe believePut the U back into UX Get ‘em thereGo forth and multiply


©2012, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

E-commerce strategy

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Beyond the shopping cart

8



Strategery and synergism



Three kinds of lies:1. lies2. damn lies3. statistics

-Mark Twain

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Sports and fitness: e-commerce

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source: SGMA2012 surveyn = 91

Selling directlyNot yetPlan to within 12 months



Sports and fitness: e-commerce

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source: SGMA2012 surveyn = 91

58%14%

28%

Selling directlyNot yetPlan to within 12 months



Industry trends: sports/fitnessSporting goods e-commerce is expected to more than double by 2015 from

12

source: WebScore Analytics, via SGMA



Industry trends: sports/fitnessSporting goods e-commerce is expected to more than double by 2015 from

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source: WebScore Analytics, via SGMA0

1.25

2.5

3.75

5

20122015



Global growth

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Rapid growth predicted

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Mobile shift

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Mobile shift

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Mobile access points

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M-commerce

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In-store mobile activities

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Industry trends: mass customization

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Industry trends: mass customization

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We believe in brands.



What we believe1. The most powerful brands know WHY they exist2. Great brands are always designed beautifully and consistently3. The web is cutting out the middle man from the traditional retail

model 4. The brands that offer the end user what they want WIN5. Making the world more active is a noble pursuit

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Discover your whyEnsure branding, marketing and operational actions are aligned with company’s most fundamental beliefs

Ensure that the right Brand Champions conclude, “This brand believes what I believe”

Should be used as an internal rallying cry

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First things firstIs your brand in order? Is its promise clear?Is your site helping you or hurting you?How well do you know your customer and what they seek from you vs. other sources?How ready are you for true segmentation and targeting?Can you keep up with content demands within an online environment?How well do you understand your traffic sources and patterns?

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Put the U back into UX

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Going beyond usability in e-commerce

Why is it important to go beyond usability to true experience?• To build credibility and trust• To create long-term brand preference

Retailing isn’t just for retailers anymore• E-commerce has replaced flagship stores in importance for brands• Smaller brands are innovating more rapidly

Looking beyond the holy trinity:• Home page• Category page• Product detail page

Know your user• They’re the “U” in UX



The four primary e-commerce user archetypes

Known-item purchasers: know exactly what they’re looking for• Best served by: powerful search, well-defined hierarchies

Category researchers: identify and buy products that best match their needs• Best served by: faceted filtering, product finders, product reviews, product comparison

tools

Bargain hunters• Best served by: pricing alerts, shipping incentives, local deals

Inspiration seekers• Best served by: content marketing, editorial content, lookbooks, social



E-commerce 3.0 experiencesInfinite scrollingGuided shoppingShop by videoSocial shoppingDeep content

Responsive designMeaningful navigationComplementary curationsOne page to rule them



Infinite scrollingInteraction expectations are changingMobile experiences are migrating to the “desktop”Pagination is dead in mobile; why does it persist on the desktop?The “fold” ceases to exist

Best for: category researchers, inspiration seekers


ExampleWednesday, October 17, 12


Guided shoppingSimplify complex comparison process with a linear experienceInterview-style experienceSpits out the most relevant products

Best for: category researchers




Shop by videoPresent product embedded in a branded storyMost effective when video is custom-produced for this purposeBest when presented as part of a content seriesBonus points when video is embeddable off-domain as a traffic-driving tactic

Best for: inspiration seekers




Social shoppingBest used for focused, opportunistic sellingDo not attempt to recreate entire e-commerce offering on a social platformUse as a complement to main web property, not as a replacementRachel Roy three-day Facebook pop-up store• Sold out of Facebook-exclusive product in six hours• Gained 1.5 new Facebook fans each minute over the first 24-hour period• Doubled Facebook fan base in one week• Expanded fans’ interest beyond pop-up store, achieving a top three highest-

revenue day on rachelroy.com

Best for: bargain hunters, inspiration seekers







Deep contentBecause sometimes you’re not selling toilet paperFor some products, the details really matterUsually high-tech productsManufacturers are innovating here while retailers play catch up

Best for: category researchers, known item purchasers




Example



Responsive design“Mobile first” approach that influences desktop designInstalled mobile web user base will soon eclipse desktop web usersDevice-agnostic: no separate mobile version to maintain

Best for: all users




Meaningful navigationOne size fits most, but not allIf you truly know your audience, give them more meaningModel navigation after decision process

Best for: category researchers, inspiration seekers


Example



Complementary curationsProducts displayed in a context richer than most e-commerce experiencesUses a wide mix of media to create a brand experience• Video• Photos• Editorial content• Think lookbooks 2.0

Often has a “softer” sell and is set apart from normal site hierarchyCan serve a targeted audience for SEO or campaign needs





One page to rule themEffortless, single-page experiencesAnother example of mobile cross-pollinating the desktopEmbraces scrolling, denies the “fold”Often results in a richer, more fluid experience than nested hierarchical content





Reducing frictionRadical rethinking of traditional navigation hierarchyCompresses the static “holy trinity” into single dynamic experienceMaintains deeplinking and SEO accessOften works well in mobile form factors as well

Best for: category researchers




Get ‘em there: traffic

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Tools to build traffic1. SEO2. PPC3. Email marketing4. Display advertising/retargeting5. Affiliate programs6. Distributed e-commerce — comparison shopping (CSE’s) and

marketplaces like Amazon and eBay7. Social media

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E-commerce traffic sources

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Relationship marketing



Digital media spendBy 2016, digital spend will increase from 19% to over 35% of marketing budgetsThe largest media % increases will be in display and mobile ads

Nike spends over $770 million on non-traditional media today — seven times what they spend on traditional advertising

Digital Marketing Trends — Forrester Research 2011



The digital media mix 2011 2016

Search 55% 43.5%Display 31% 36%Mobile 5% 11%Email 4% 3%Social media 5% 7%




MobileMobile search and display advertising to grow from $1.6 to $8 billion in five yearsSmart phones to grow 150% in five years82 million tablet users in five yearsOne-third of all internet users with tablets by 2014 *




Online display advertising90% of display advertising goes unsoldAutomated auction tools are making display ads more cost effectiveThe ability to drop cookies and retarget advertising is increasing conversion rates




Optimize search and PPCMeta data (page titles & descriptions) should be product-focused firstPage copy should reflect shopper typesTake advantage of search description copyBase site content on search behaviors (e.g., Koss)PPC improves organic search over timeDevelop retailer guidelines around branded phrases/pricing

E-commerce launch elements



Poor titling reduces searchSEO



Product-first titling for SEOSEO



Description comparisonSEO



Briggs & Riley TravelwareSEO



Own Google resultsSEO



Lifecycle email marketing

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Lifecycle email marketing

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Retargeting programs

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Affiliate programAffiliate programs drive approximately 7% of all U.S. online sales

Programs build over time, so begin as early as possible

Affiliate programs improve SEO

Many affiliates (like Commission Junction) are discount




Distributed e-commerceAmazon: Buy direct from the official site

Comparison Shopping Engines (CSE)• Google, Bing and Yahoo Shopping

CSE benefits• Establish MSRP• Provides deep links in search engines (SEO benefit)

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Search evaluation



Amazon — options

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Amazon — Webstore



Go forth and multiply: Social media

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Relationship marketingUnderstand its place

convert to commerce? drive awareness? multiply influence? connection to social good?

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The development of Brand Champions.Moving from indifference to devotion.

Initiate the brand story. Begin the brand-customer relationship.(how the brand presents itself / how the brand acts)

Fulfill the brand promise. Strengthen the customer relationship.(how the brand responds / what the brand does)

RECRUITMENT RELATIONSHIP

Brand ExperienceCONSUMERLet’s face it, they don’t know you at all.

CHANNELTotally off their radar.

ORGANIZATIONThey have better things to do.

Brand AwarenessCONSUMERThey begin toconsider you.

CHANNELThey’ll listen to your pitch.

ORGANIZATIONThey read your communicationand consider support.

Brand InvolvementCONSUMERThey engage and purchase.

CHANNELThey include you in theirconsideration and recommendation.

ORGANIZATIONYour brand is clear, it’simportant and accepted.

Brand ChampionsCONSUMERYour customers becomeyour best sales people.

CHANNELThey consider you a vital partnerand advocate for you.

ORGANIZATIONEmployees live and breatheyour brand.

True brand champions are made, not born. It’s a processthat requires discipline, dedication and careful attention to every detail.



Social media relationship conversion loop

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Engage fansEnlist their friendsEndorse product/brand




Relationship marketingSocial media — leveraging the power of engaging content to produce business results.

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Video content is key




Video content is key

Social Media Examiner2011 Social Media Marketing Reportn=3,300 marketers

77%

1%12%

10%IncreaseDecreaseStay the sameNo plans to utilize




Social commerce: growth

77



Source of conversions

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Social conversion vs. traffic

79

source: Jirafe, via Forbesn = 89 million5,000 e-commerce sites



“If you don’t like the weather in New England, wait a few minutes.”

- Mark Twain

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Wait a few minutes.

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Shoppable social video

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Shoppable social video

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Relationships matterMake it meaningfulGive your true champions a platform and a voiceMake it easier for them to help you succeedStay active and consistent

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Summary

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E-commerce: best practice


Thank you.Hanson Dodge Creative / Making the world more active.


Thank you.Hanson Dodge Creative / Making the world more active.


Documents

BEYOND THE SHOPPING CART€¦ · • Best served by: powerful search, well-deﬁned hierarchies Category researchers: identify and buy products that best match their needs • Best