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Kelly Mooney's iCitizen Everywhere Commerce Presentation

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  • 1. EVERYWHERE COMMERCE
    KELLY MOONEY, CEO
    Resource Interactive
  • 2. PLATINUM
    GOLD
    SILVER
    ASSOCIATE
  • 3. Tweet with us: #icitizen
    Our twitter handle: @icitizen
    Live blog: https://icitizen.resource.com/blog
    Flickr: tag with icitizen
    Your nametag: get friendly
  • 4.
  • 5.
  • 6. EVERYWHERE COMMERCE
    KELLY MOONEY, CEO
    Resource Interactive
  • 7. 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
  • 8. 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)
  • 9. 7 DRIVERS OF THE COMMERCE REVOLUTION
  • 10. 1
    SMS
    Affiliate
    Catalog
    STORE
    WEBSITE
    Search
    STORE
    WEBSITE
    Online
    Ads
    Email
    Social
    Networks
    DM
    DRIVER:Shift from the destination web…
  • 11. …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
  • 12. 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
  • 13.
  • 14. 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
  • 15. 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
  • 16.
  • 17. 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
  • 18. 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
  • 19. In the next year,I can realistically see myself purchasing using a mobile device.
    Resource Interactive, Distributed Commerce Survey, August 2011
  • 20. 5
    APPAREL
    ELECTRONICS
    CONSUMER GOODS
    Agree/Strongly Agree
    Agree/Strongly Agree
    Agree/Strongly Agree
    71%
    69%
    67%
    34%
    33%
    31%
    EARLY ADOPTER
    GENERAL POPULATION(Excludes early adopters)
    Resource Interactive, Distributed Commerce Survey, August 2011
    DRIVER: Mobile commerce is appealing, especially to early adopters
  • 21. 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
  • 22. DRIVER: Daily deals disruptive retail format
    6
  • 23. 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
  • 24. 7
    “Continuous partial attention.”
    Linda Stone, Industry Thought Leader
    DRIVER:Shift in mindset
  • 25. 7
    “Continuous partial shopping.”
    Dr. Nita Rollins, Resource Interactive
    DRIVER:Shift in shopping mindset
  • 26. 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
    $
  • 27.
  • 28. CREATE OPPORTUNITY FROM COMPLEXITY
  • 29. 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
  • 30. 1
    MY LOCATION
    MY DEVICE
    MY PREFERENCES
    MY BEHAVIORS
    Trigger a context-smart experience
  • 31. 2
    SEARCH/
    DISCOVER
    USE/
    ADVOCATE
    IMMERSE/
    CONFER
    PAY/
    ACQUIRE
    Resource Interactive’s Consumer Purchase Cycle (CPC), 2011
    Facilitate a cyclical consumer purchase journey
  • 32. 2
    LOYALTY
    Facilitate a cyclical and social consumer purchase journey
    SEARCH/
    DISCOVER
    USE/
    ADVOCATE
    IMMERSE/
    CONFER
    PAY/
    ACQUIRE
  • 33. 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
  • 34. End of the single-purpose touch point
    Triple Threat Touch Point
    SEARCH/
    DISCOVER
    USE/
    ADVOCATE
    IMMERSE/
    CONFER
    LOYALTY
    LOYALTY
    PAY/
    ACQUIRE
  • 35. THE CONVERGENCE OFBRAND BUILDING AND SALES
  • 36.
  • 37.
  • 38. 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
    Resource Interactive, Distributed Commerce Survey, August 2011
    EARLY ADOPTER
    GENERAL POPULATION(Excludes early adopters)
  • 39. 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
    Resource Interactive, Distributed Commerce Survey, August 2011
    EARLY ADOPTER
    GENERAL POPULATION(Excludes early adopters)
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55. 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
  • 56. BRAND BENEFITS
    Build brand equity and drive revenue at every touch point
  • 57.
  • 58.
  • 59. THANK YOU.
    KELLY MOONEY, CEO
    Resource Interactive

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