E business world 2013 - Newman Martin: e-retailing & mobile commerce (part 2)
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E business world 2013 - Newman Martin: e-retailing & mobile commerce (part 2)

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Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου e-Business World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο ...

Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου e-Business World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο Divani Caravel στην Αθήνα.

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    E business world 2013 - Newman Martin: e-retailing & mobile commerce (part 2) E business world 2013 - Newman Martin: e-retailing & mobile commerce (part 2) Presentation Transcript

    • Let’s turn back the clock
    • He knew when you walked in thedoor it had been 6 months since youbought those light bulbs and he upsold some batteries
    • She knew when your Gran walkedin the door that she wasafter her winter tights and she sold hersome winter gloves
    • The job of key landing pages on awebsite are to correlate with theusers experience of shopping offline
    • The Home PagePage Objective:• Same as a shop window• To Engage• To entice me to enter the shop“Isn’t it just like walking by a storewindow in a shopping centre?”
    • The Home PageTactical Objectives:• New visitors (Attract/Entice):• Hot sellers• Most popular• Promos etc• Returning Visitors (Remind/Update):• Recently viewed & Related to yourpast interests• New Products“Isn’t it just like walking by a storewindow in a shopping centre?”
    • Inspiration Through Curation…
    • 8
    • Dynamic Merchandising and Personalisationsolutions can help to deliver this experience
    • How these solutions workReal-Time OptimisationBusiness Drivers& Best PracticesMerchandisingRulesHistorical• Browsing History• Past Purchases• User Preferences• Demographics• Ratings & ReviewsCatalog• Product Attributes• Content Attributes• Customer AttributesReal-time• Current SessionBehavior• Site Context• Referring Site• Geo-Location• Time of DayMulti-AlgorithmOptimizationTargetedContentMobileEmailContactCenterInStoreWeb
    • A few examples…
    • ConfidentialHome page• Dynamic boxtitle change toshow your‘RecentlyViewed Items’
    • ConfidentialCombined Strategies• Maximize strategiesand content on highengagement pages
    • Product Detail Page: Quick Shop• Hover feature• See price & offer - SHOP• Without extra clicks
    • ConfidentialShopping Cart• Promote productsfor free shippingand cross sellopportunities
    • One big weakness across the board =The lack of segmented andpersonalised emails
    • Really?
    • Key success factor =Guarantees and calls to action
    • Scarcity and guaranteesalways drive sales19Kiddicare
    • Key success factor =Visual merchandising
    • If I can’t see it properly, how doyou expect me to buy it?
    • A shot to sell lingerie!
    • Now for something truly titillating23
    • Myla’s old model selectionShe is way too skinny and too pale…Almost anorexic.It is a put off for a lot of customers.
    • Competitor’s Model ChoiceHealthy, curvy, voluptious and olive/dark skinnedmodels sell lingerie(Agent Provocateur, Boux Avenue and M & S)
    • Myla’s recent model selection26
    • More voluptuous models led to aconversion increase of 20%+27
    • Hmmm
    • Models v flats/ Mannequins.
    • Women’s – In my experience, model shots sell through is between 5%& 20% better than flats/mannequinsThe benefits vary by product type:• Dresses, trousers, jeans the best• Skirts, tailoring, coats, underwear all benefit from model shots• Increases sales and decreases returnsMen’s – overall flats/mannequins perform better• Except jeans, trousers, and underwearROI• Each garment costs 30% - 40% more to shoot on a model than ona mannequin (model, hair and make up, stylist)
    • Scale and length looks different across products veryhard to discern difference with no model
    • ASOS go to great lengths to ensure consistency of shot.Belly buttons aligned so that customer can easily guagepositioning fit/length of product
    • Austin Reed £55 George @ Asda - £4 jeansFit hard todecipherFit not hard to decipher
    • Net a Porter £1500 +Similar length on product listing Big difference in length on roll over
    • Image Size35
    • Online visual merchandising has toconvey the product detail and brandvalues of quality to the customer…thereis no sales assistant to do this!Therefore image size is critical to this
    • How big are these toasters?37
    • A 4 slice toaster….really?38
    • But sometimes size isn’t everything39
    • Lighting and styling is hugelyimportant40
    • Impossible to make out any detail and noproduct description to support features41
    • Where’s the pleat?42
    • Key Success Factor =Internationalisation
    • You know we like to colonise…we’renow doing so online
    • However…we don’t always get it right
    • • 40% of shoppers in the EU now use the internet tobuy goods and services• Within the next five years cross-border trade isexpected to account for 20% of all ecommerce(Retail Week, Sep 12)
    • What’s happening now in terms ofstrategy and approach?
    • 6 strategies in play1. Do nothing: Don’t allow anyone to buy fromoverseas2. Standardisation: Switch on the buy button only3. Adaptation: Localise some aspects4. Localisation: Fully localise the customer propositiononline5. Multi channel market entry: Lead with online, openstores6. Lead with stores: Then localise online
    • 1. Do nothing
    • 2. They’ve switched on the buy button,but that’s all
    • 3. Adaptation = localise some aspects
    • Adaptation is pretty half-hearted…language is still English
    • Currency is the only thing to have visiblychanged
    • 4. Then there’s“the full monty”
    • Local language, payment, currency,customer service
    • Hey, the World speak’s English!
    • No they don’t…‘Wieviel kostet das?’
    • Why is it so important to give foreignnationals a local language site?
    • Cross border sales are growing...butlocalised propositions work best
    • 5. Web then stores
    • 6. Stores then localised web
    • Is it worth doing?
    • You better believe it!
    • 3 jumbos a week to Australia£1.25m-£1.5m a week
    • I know you’venot always been friends…
    • Half of the population is under30…and they like fashion
    • Key Success Factor =Are you a Social or anti social brand?
    • Key Success Factor =Are you a Social or anti social brand?
    • Social Proof
    • Key Success Factor = Mobile
    • We are‘shopping on the go’119
    • Mobile is redefining howconsumers shop120
    • Mobile isn’t going to be a gamechanger…It has already changed the game!
    • Schuh will take 50%+ of all online salesthrough mobile by the end of 2013