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SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
SoLoMo implications on social commerce
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
  • Transcript

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

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