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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 …

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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  • 1. by: Rosalina (Roz) Lin-Allen Head of Strategy Delvinia
  • 2. Customer Centric Data Driven Methodology Personas Customer Journey Mapping
  • 3. 200,000+ members 500+ variables 30% response rate
  • 4. CUSTOMERS TODAY EMPOWERED SELF-EDUCATING MULTI-CHANNEL DEVICE-AGNOSTIC
  • 5. 60% of Canadians research and buy online. Source: , December 2012
  • 6. 92% of Canadians research online and buy offline. Source: , December 2012
  • 7. 20% of Canadians have shopped via their mobile device. Source: , December 2012
  • 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. Brick-and-mortar retailers challenged with showrooming and increasingly strike back with price matching
  • 10. eRetailers chipping away at the brick-and-mortar advantages with free shipping, same day delivery, and pickup depots
  • 11. KEY TRENDS 1. ADVICE DRIVEN COMMERCE 2. SOCIAL SELLING 3. CHANNEL BLENDING 4. MOBILE FIRST 5. RIGHT PLACE AT THE RIGHT TIME
  • 12. ADVICE DRIVEN COMMERCE Trend #1
  • 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. SOCIAL SELLING Trend #2
  • 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. Share and Get Rewarded Shop.ca puts strong emphasis on sharing and rewards customers for sharing.
  • 17. Fan Sourced Customer Support Skull Candy leveraged Needle’s chat platform to connect prospects with fans. 20% conversion
  • 18. CHANNEL BLENDING Trend #3
  • 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. Online to Offline Customers can shop online, specifying which store to shop from.
  • 21. Pure Plays Getting Physical Presence Pick up depots to make it more convenient for customers to receive their packages.
  • 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. PHYSICAL WORLD FAMILY & FRIENDS LIKE-MINDED PEOPLE ONLINE WORLD THE CONNECTOR
  • 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. 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. RIGHT PLACE AT THE RIGHT TIME Trend #5
  • 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. Alerts customer when a product on their wish list goes on sale. Personalized email based on what is left in your shopping cart.
  • 29. Geo-fenced travel insurance presence at major Canadian airports. Location-based targeting to drive prospects to e-commerce.
  • 30. How do you remove customer barriers to convert with you?
  • 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. 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. thank you Rosalina Lin-Allen @ 416-364-1455 x271 | rlinallen@delvinia.com RosalinaLin-Allen Director,Strategy