SoLoMo implications on social commerce
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SoLoMo implications on social commerce

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Social Commerce opens new opportunities. But the social, local and mobile (SoLoMO) consumer opens a new way of responding to the customer and the context they are in.

Social Commerce opens new opportunities. But the social, local and mobile (SoLoMO) consumer opens a new way of responding to the customer and the context they are in.

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  • In the US, technology has killed Circuit City, Tower Records, Borders, and Blockbuster
  • We have entered the age of the customerForrester, Competitive Strategy in the Age of the Customer, Josh Bernoff
  • Creating new ecosystem of off-site contentPractical matter of being “in control” – cost, consistent, conversion
  • Unreal adoption ratesConnectivityConvenience and User Experience

SoLoMo implications on social commerce SoLoMo implications on social commerce Presentation Transcript

  • Is Technology Stealing Your Advantage?
    SoLoMo Implications for e-Commerce Platforms
    Bob Egner
    EPiServer, VP Product Management
  • Introducing EPiServer
    Working with our talented partners to create sites for
    e-Commerce
    Web and Digital Marketing
    Social and Online Communications
    2
    Software platform that drives business results
  • Platform Spending
    62% of online retailers will increase their technology spend in 2011, up from 57% in 2010
    Forrester 2011 Online Retail Technology Investment Outlook
    Improving economy?
    Efficiency gains?
    Competition?
    3
    Why is it increasing?
    View slide
  • Porters Five Forces
    4
    Disrupted by Technology
    New
    Entrants
    New Entrants
    • Barriers to entry are lower online View slide
    • Customer focus is a differentiator
    Supplier Power
    • “Employee as supplier” to customer relationships
    • Global outsourcing erodes economies of scale
    Supplier
    Power
    Customer
    Power
    Competitive
    Rivalry
    Substitutes
    • Word of mouth undoes brand investment
    • Digital substitutes collapse value chains
    Competitive Rivalry
    • Competitor access to your strategy
    Customer Power
    • Buyers have information
    • Online channels flatten distribution strength
    Substitutes
  • The Age of the Customer
    5
    Source: Forrester
    Competitive Strategy in the Age of the Customer
    Josh Bernoff
  • Consumer Adoption
    6
    What drives technology adoption?
    Can someone explain this… please?
    • Key enabler of customer experience
    • Raises expectation of interaction
    • Personal and convenient
    iPad 2 Launch Day - London
    iPhone 4 Launch Day - London
    iPad 2 Launch Day - NYC
    iPhone 4 Launch Day - SF
  • Customer Focus is Key
    Nearly everyone is connected, and mobile
    User experience and convenience are key
    Shifting focus of value
    7
    Driver of Platform Spending
    Technology spending characteristics
    • Relatively low cost and high ROI
    • Grows new or maturing revenue stream
    • Supports changing needs of consumers
  • Driver or Enabler?
    8
    Technology’s role in social commerce
  • Social Shopping Variants
    9
    Group Buying
    Collaborative Shopping Portals
    Marketplaces
    Ratings and Reviews
    Social Networks
  • Social Spectrum
    10
    Owned
    Media
    Paid
    Media
    Digital Properties
    • Websites
    • Customer Care
    • Portals
    Advertising
    • Banners
    • Display Ads
    • Endorsements
    Social
    Media
    Earned
    Media
    Embassies &
    Ambassadors
    Partnerships
    • Influencers
    • Branded Entertainment
    • Affiliates
    Outposts
  • Context Aware Computing
    11
    “It will be one of the top disruptive trends of this decade.”
    Source: Gartner
    Context-Aware Computing Industry Heat Map
    William Clark
  • Progression of Localization
    12
    • Biometrics
    • Conversational
    • Gestures
    Embracing
    New Devices
    • Where in store
    • Try it on
    • Environment
    Breaking
    Away from PC
    • Purchase intent
    • In-store
    • Time limited
    Layered
    Intelligence
    • Behavior
    • Location (GPS)
    • Time of day
    Basics
    2012
    2014
    2016
  • Apple Redefines Mobile
    13
  • Mobile Trends
    14
    Novel Navigation
    Alternative Interaction
    Convenience Features
    Innovative Functions
    Combined with Social
    Combined with Location
  • Pull it all together
    User experience is essential
    Social media, socialize content
    Your content, not always your site
    Content variation driven by user context
    Multi-channel, multi-touch
    Mobile channel
    On top of scalable, reliable e-Commerce platform
    15
    Key platform drivers
  • Social Commerce Platform
    16
    Social
    Networks
    Commerce
    Social
    Website
    Mobile
    Integration
    Marketplaces
  • Social Commerce Platform
    17
    Social
    Networks
    Social
    Website
    Personalization
    Commerce
    Integration
    Mobile
    Marketplaces
  • THANK YOU
    Bob Egner
    VP, Product Management & Global Marketing
    bob.egner@episerver.com