Kelly Mooney's iCitizen Everywhere Commerce Presentation

EVERYWHERE COMMERCE
KELLY MOONEY, CEO
Resource Interactive

PLATINUM
GOLD
SILVER
ASSOCIATE

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EVERYWHERE COMMERCE
KELLY MOONEY, CEO

eCommerce is growing by double-digits globally
350
300
250
200
CAGR:
10%
CAGR:
10%
CAGR:
18%
CAGR:
20%
150
100
2010
2015
2010
2015
2010
2015
2010
2015
UNITED STATES
EUROPE
ASIA-PACIFIC
LATIN AMERICA
Forrester US, Europe and Asia eCommerce Forecasts 2010-2015

The web is influencing half of total stores sales
3,500
3,000
CAGR:
4%
2,500
Offline Retail Sales
2,000
1,500
Web-influenced Retail Sales
1,000
500
Online Sales
2009
2010
2011
2012
2013
2014
Forrester Research Web-influenced Retail Sales Forecast, 12/09 (US)

7 DRIVERS OF THE COMMERCE REVOLUTION

1
SMS
Affiliate
Catalog
STORE
WEBSITE
Search
STORE
WEBSITE
Online
Ads
Email
Social
Networks
DM
DRIVER:Shift from the destination web…

…to the distributed web
1
Mobile Payment Systems
Packaging
Facebook Page
Catalog
Mobile Site
SMS
3rd Party Mobile Apps
Affiliate
Press & Editorial Mentions
Web & Mobile Apps
Events + Digital
Digital Signage
Community Pages
Display Advertising
Branded App TV
Blog Posts & Mentions
Video Pre-roll
Referrals & Testimonials
QR Coded Catalog
Content Syndication
Interactive
TV
Diggs & Google +1
STORE
WEBSITE
Mobile Advertising
Check-ins
Downloads, Contest Up-loads
QR Coded OOH
Search
Interactive Mirrors & Cams
Universal Wish Lists
Pop up E-retail
Shares, Likes & Sends
Interactive POS
Social Search Results
Shoppable Videos
Email
Direct
Mail
Social Networks
Digital Coupons
Content Sponsorships
On-site Comments
Tweets & Retweets
Events + Digital
Flickr Group
Ratings & Reviews
YouTube Channel
Online Ads
SEM
Tagged Photos
Kiosks

2
DRIVER:All technologies continue to grow
• PC
•Internet
• Broadband
• HDTV
• Laptop
• Tablet
(Individual)
•DVR
•Netbook
(Individual)
•eReader
(Individual)
Forrester Research Device Forecast as shared at Shop.org Summit 2011

3
DRIVER:Evolving consumer behaviors
Checking in, Snapping, GesturingDISTRIBUTED WEB
Streaming, Discovering, LayeringREAL-TIME WEB
Creating, Sharing, InfluencingSOCIAL WEB
(Re)Searching, Shopping, Self-servicingE-COMMERCE

DRIVER:Social commerce
4
“Social networks fail to drive meaningful revenue for eBusiness professionals in retail,have a questionable ROI, and are generally ineffective as a customer acquisition tools.”
Gavin O'Malley, “Facebook Doesn’t Click for eBusiness Retail Companies,” MediaPost News, April 7, 2011, summarizing Forrester/Shop.org’sSORO 2011: Marketing, Social Media & Mobile report, volume 14

DRIVER:Social commerce
4
“Facebook sourced up to $25M in sales for Amazon last October.”
JP Morgan, “Nothing but Net,” January 3, 2011 in Ad Age Digital, September 13, 2011
“Over the next five years as companies race to establish stores,social commerce revenues will grow six-fold,to $30 billion globally.”
Booz & Company, “Turning “Like” to “Buy”: Social Media Emerges as a Commerce Channel,” 2011

5
DRIVER: Mobile payments experiencing hockey stick growth globally
$984
1,000
800
600
US $ BILLIONS
400
$162
200
2010
2014
Yankee Group, “A View from the Trenches: What Consumers Think of Mobile Transactions” as cited in press release, Feb 14, 2011, www.eMarketer.com

In the next year,I can realistically see myself purchasing using a mobile device.
Resource Interactive, Distributed Commerce Survey, August 2011

5
APPAREL
ELECTRONICS
CONSUMER GOODS
Agree/Strongly Agree
71%
69%
67%
34%
33%
31%
EARLY ADOPTER
GENERAL POPULATION(Excludes early adopters)
DRIVER: Mobile commerce is appealing, especially to early adopters

5
21% of their “mobile” traffic comes from tabletswith several companies anecdotally reporting figures north of 50%.
SucharitaMulpuru and Sarah Rotman Epps, Forrester, “Why Tablet Commerce May Soon Trump Mobile Commerce,” July 25, 2011
DRIVER: Rise of the tablet for shopping

DRIVER: Daily deals disruptive retail format
6

DRIVER: Daily deals market growth
6
Projected consumer spending on deal-a-day offers
$3,934
4,500
CAGR:
35%
4,000
$3,076
3,500
$2,339
3,000
2,500
$1,730
US $ MILLIONS
$1,246
2,000
$873
1,500
1,000
500
2010
2015
2011
2012
2013
2014
BIA/Kelsey press release, March 3, 2011

7
“Continuous partial attention.”
Linda Stone, Industry Thought Leader
DRIVER:Shift in mindset

7
“Continuous partial shopping.”
Dr. Nita Rollins, Resource Interactive
DRIVER:Shift in shopping mindset

Rise of new “Shopportunities”Brands can open and close the sale
Mobile Payment Systems
$
Packaging
Facebook Page
Catalog
$
$
$
Mobile Site
$
SMS
3rd Party Mobile Apps
$
$
Affiliate
Press & Editorial Mentions
Web & Mobile Apps
$
$
$
Events + Digital
Digital Signage
Community Pages
$
$
$
Display Advertising
Branded App TV
$
$
Blog Posts & Mentions
$
Video Pre-roll
Referrals & Testimonials
QR Coded Catalog
$
$
$
Content Syndication
Interactive
TV
$
$
Diggs & Google +1
$
STORE
WEBSITE
Mobile Advertising
Check-ins
Downloads, Contest Up-loads
QR Coded OOH
$
$
$
$
Search
Interactive Mirrors & Cams
$
$
Universal Wish Lists
$
Pop up E-retail
$
Shares, Likes & Sends
Interactive POS
$
$
Social Search Results
$
Shoppable Videos
Email
Direct
Mail
$
$
$
Social Networks
$
Digital Coupons
$
Content Sponsorships
On-site Comments
Tweets & Retweets
Events + Digital
$
$
$
$
Flickr Group
$
Ratings & Reviews
$
YouTube Channel
$
Online Ads
SEM
$
$
Tagged Photos
$
Kiosks
$

CREATE OPPORTUNITY FROM COMPLEXITY

NEW JOURNEY
OLD JOURNEY
Context-smart
Location-dumb
Cyclical and Social
Linear and Isolated
Compressed and Immediate Purchase
Progressive and Delayed Purchase
Linear and Isolated
Progressive and Delayed Gratification
Play in the post-funnel world

1
MY LOCATION
MY DEVICE
MY PREFERENCES
MY BEHAVIORS
Trigger a context-smart experience

2
SEARCH/
DISCOVER
USE/
ADVOCATE
IMMERSE/
CONFER
PAY/
ACQUIRE
Resource Interactive’s Consumer Purchase Cycle (CPC), 2011
Facilitate a cyclical consumer purchase journey

2
LOYALTY
Facilitate a cyclical and social consumer purchase journey
SEARCH/
DISCOVER
USE/
ADVOCATE
IMMERSE/
CONFER
PAY/
ACQUIRE

3
Enable immediate purchase within a single touch point
SEARCH/
DISCOVER
FACEBOOK
DISPLAYADS
USE/
ADVOCATE
IMMERSE/
CONFER
LOYALTY
LOYALTY
APPS
PAY/
ACQUIRE
QR-CODED
ADS
VIDEOS

End of the single-purpose touch point
Triple Threat Touch Point
SEARCH/
DISCOVER
USE/
ADVOCATE
IMMERSE/
CONFER
LOYALTY
LOYALTY
PAY/
ACQUIRE

THE CONVERGENCE OFBRAND BUILDING AND SALES

Projected “everywhere commerce” behavior
APPAREL
57%
DISPLAY
39%
51%
FACEBOOK
26%
43%
VIDEO
23%
Within the next year, early adopters will continue to embrace new digital commerce formats
EARLY ADOPTER

Projected “everywhere commerce” behavior
CONSUMER GOODS
58%
DISPLAY
30%
51%
FACEBOOK
23%
44%
VIDEO
21%
Within the next year, early adopters will continue to embrace new digital commerce formats
EARLY ADOPTER

CONSUMER BENEFITS
Enjoys new types of convenience
Expends low effort for relevant messages
Receives real-time incentives
Has a device-synced experience flow
Acts immediately on inspiration

BRAND BENEFITS
Build brand equity and drive revenue at every touch point

THANK YOU.
KELLY MOONEY, CEO

Kelly Mooney's iCitizen Everywhere Commerce Presentation

by Resource Interactive on Oct 10, 2011

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Kelly Mooney’s iCitizen Everywhere Commerce Presentation — Presentation Transcript