Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

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While other channels have suffered during the recession, e-commerce continues to show impressive growth, averaging a 13%+ growth rate year-over-year (source: eMarketer, July 2012). With such opportunity your brand needs to remain competitive by offering shoppers an exceptional experience.

Learn valuable tips and strategies to optimize your e-commerce site for increased sales; best practices for improved channel performance, and key consumer, technology and market trends.

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Productcamp toronto-2013-ecommerce-trends_Rosalina_Lin-Allen

  1. 1. by: Rosalina (Roz) Lin-Allen Head of Strategy Delvinia
  2. 2. Customer Centric Data Driven Methodology Personas Customer Journey Mapping
  3. 3. 200,000+ members 500+ variables 30% response rate
  4. 4. CUSTOMERS TODAY EMPOWERED SELF-EDUCATING MULTI-CHANNEL DEVICE-AGNOSTIC
  5. 5. 60% of Canadians research and buy online. Source: , December 2012
  6. 6. 92% of Canadians research online and buy offline. Source: , December 2012
  7. 7. 20% of Canadians have shopped via their mobile device. Source: , December 2012
  8. 8. 73% of Canadians use customer reviews & ratings as part of their purchase journey. It is the second most sought after piece of information for online product research, after price. Source: , December 2012
  9. 9. Brick-and-mortar retailers challenged with showrooming and increasingly strike back with price matching
  10. 10. eRetailers chipping away at the brick-and-mortar advantages with free shipping, same day delivery, and pickup depots
  11. 11. KEY TRENDS 1. ADVICE DRIVEN COMMERCE 2. SOCIAL SELLING 3. CHANNEL BLENDING 4. MOBILE FIRST 5. RIGHT PLACE AT THE RIGHT TIME
  12. 12. ADVICE DRIVEN COMMERCE Trend #1
  13. 13. Online business increased from 9% to 30% of overall business Applications increased by 40% From Selling to Helping Selling by helping customers understand what they need first.
  14. 14. SOCIAL SELLING Trend #2
  15. 15. Trust in peer based recommendations have increased by 18% since 2007 while trust in advertising has declined between 20-25% between 2009 an 2011.
  16. 16. Share and Get Rewarded Shop.ca puts strong emphasis on sharing and rewards customers for sharing.
  17. 17. Fan Sourced Customer Support Skull Candy leveraged Needle’s chat platform to connect prospects with fans. 20% conversion
  18. 18. CHANNEL BLENDING Trend #3
  19. 19. Offline to Online Walmart (USA) makes it easy for customers to blend channels – from researching on their e-commerce site while in-store, to flipping to buying online while in-store in the case an item is out of stock.
  20. 20. Online to Offline Customers can shop online, specifying which store to shop from.
  21. 21. Pure Plays Getting Physical Presence Pick up depots to make it more convenient for customers to receive their packages.
  22. 22. Moving into the MOBILE FIRST “By 2013, more people will browse the web via mobile devices.” “The shift from e-commerce to m- commerce will reach something of a tipping point by 2015.” era Trend #4
  23. 23. PHYSICAL WORLD FAMILY & FRIENDS LIKE-MINDED PEOPLE ONLINE WORLD THE CONNECTOR
  24. 24. BRICK-AND-CLICK As brick-and-mortar increasingly turns into showrooms and advice centres, mobile becomes an integral part of that experience, support and bridge the experience into another channel.
  25. 25. ALIGN MOBILE TO THE CUSTOMER JOURNEY Support in- and out-of-store self-service, aligned to the customer purchase journey, improves conversion, builds loyalty and enables staff to focus on higher value service. OUT OF STORE IN-STORE
  26. 26. RIGHT PLACE AT THE RIGHT TIME Trend #5
  27. 27. (Source: , Dec 2012) Location Proximity Accelerator Share your Tweets by using #cdnmobileshopper GlucoDock used the camera function on their phone to take pictures of items they may want to buy in the past month. 50%
  28. 28. Alerts customer when a product on their wish list goes on sale. Personalized email based on what is left in your shopping cart.
  29. 29. Geo-fenced travel insurance presence at major Canadian airports. Location-based targeting to drive prospects to e-commerce.
  30. 30. How do you remove customer barriers to convert with you?
  31. 31. How do you remove customer barriers to convert with you? How do you empower your customers? What is the role of e-commerce in your customers’ path to purchase? How and through which channel/platform do you support your customers through each stage of their purchase journey? (keeping in mind the importance of peer opinion)
  32. 32. How do you remove customer barriers to convert with you? Start with understanding the NEW customer path to purchase. How do you empower your customers? What is the role of e-commerce in your customers’ path to purchase? How and through which channel/platform do you support your customers through each stage of their purchase journey? (keeping in mind the importance of peer opinion)
  33. 33. thank you Rosalina Lin-Allen @ 416-364-1455 x271 | rlinallen@delvinia.com RosalinaLin-Allen Director,Strategy

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