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What Does Web2.0 Mean To Retailers? (Jan 2009)

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What Does Web 2.0 mean to retailers? This presentation takes a look at the related technologies, vendors and products, looks at the related themes, implications for retailers, and some real examples.

What Does Web 2.0 mean to retailers? This presentation takes a look at the related technologies, vendors and products, looks at the related themes, implications for retailers, and some real examples.

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  • 1. What does Web 2.0 mean to retailers? Chris Hoskin, Chief Marketing Officer Salmon Prepared January 2009
  • 2. What does Web 2.0 mean to retailers?
  • 3. What does Web 2.0 mean to retailers? The term ‘Web 2.0’ means very little. But what Web 2.0 enables will have significant bearing on retail in 2009 and beyond. Inventory management, store systems, logistics, and CRM will all be affected in one way or another.
  • 4. What does Web 2.0 mean to retailers? The term ‘Web 2.0’ means very little. But what Web 2.0 enables will have significant bearing on retail in 2009 and beyond. Inventory management, store systems, logistics, and CRM will all be affected in one way or another. And in eCommerce, it already is having an impact.
  • 5. Who are Salmon? Diverse interests and practice areas Interests in retail, finance, insurance and utilities Focus on enterprise architecture , IT / Business Change Focus on Business impact Application management and support - 25% of the business Innovative risk reward models Fixed price Managed Risk Shared Reward Established, global systems integrator Global SI, Operations in London, New York, Beijing, Sydney Successful track record over 19 years c. 170 staff, c 100 in eCommerce team £16.8M turnover Privately owned, Financially sound Open, honest and responsive approach Strong delivery-focused culture and Focus Mission critical systems Broad and deep expertise in web based applications and technologies Specialist skills in highly transactional systems and solutions e.g. B2B and B2C eCommerce, multi-channel integration, insurance underwriting Customer experience / design
  • 6. Middleware Infrastructure & Hosting Independent Software Vendors Industry Bodies & Associations Active in global eCommerce Community
  • 7. Salmon Delivering eCommerce Solutions for market leading & challenger brands
  • 8. Agenda What does Web 2.0 mean to retailers? > What is Web 2.0? > Related technologies / vendors / products > Trends & themes > Implications for retail > Real examples > Web 2.0 in retail demo (eCommerce) > Q&A
  • 9. Agenda What does Web 2.0 mean to retailers? > What is Web 2.0? > Related technologies / vendors / products > Trends & themes > Implications for retail > Real examples > Web 2.0 in retail demo (eCommerce) > Q&A
  • 10. Quick Video
  • 11. What is Web 2.0? Clearly 1.0 to 2.0 Static Central publication control Single site content Slow bandwidth No ajax “Network as the Platform” “Users add value” (Tim O‟Reilly) Tools + Technologies + Business Strategies + Cultural and Social trends
  • 12. Agenda What does Web 2.0 mean to retailers? > What is Web 2.0? > Trends & themes > Related technologies / vendors / products > Implications for retail > Real examples > Web 2.0 in retail demo (eCommerce) > Q&A
  • 13. Trends & Themes Mashups Wikis Blogs RIAs Podcasts RSS Tagging Cloud Computing Social Networking Cloud Computing Participation Standards Decentralisation Openness Modularity Identity Attitude, not technology The Long Tail Data is the “intel inside” Hackability Perpetual Beta Right to Remix (some rights reserved) Software that gets better the more people use it Granular addressability of content Rich user experience Small pieces loosely joined Trust your users Reputation Creation v Consumption
  • 14. Trends & Themes Personified 2005 Has a good specked PC in the spare room Uses email Uses Next.co.uk and Argos.co.uk in combination with a catalogue Researches a bit, mainly for holidays Starts to send and receive some pictures Watches TV Uses her mobile to arrange meetings 2008 Has a very high specification laptop, with speakers Uses it all round her flat via wireless broadband Still uses email plus instant messaging with a webcam Does virtually all her research online Buys far more on impulse e.g Nike+ All her music is online Banks on-line She posts her photos to her family on-line She watches BBC iPlayer on-line Has started a blog on her trek round Europe Subscribes to several on-line fashion magazines Has a Facebook and My Space account. Is trialing Twitter Regrets a very dodgy video appearing on YouTube from a girls night out And she still goes out to shop and talk to people despite meeting a man online!!!!!
  • 15. Agenda What does Web 2.0 mean to retailers? > What is Web 2.0? > Trends and themes > Related technologies / vendors / products > Implications for retail & retailers > Real examples > Web 2.0 in retail demo (eCommerce) > Q&A
  • 16. Related technologies / vendors / products AJAX Ruby on Rails APIs Tools / IDEs XML Web Services RSS Python Flash & Flex & Air Aggregation Embedding Folksonomy Remixing Virtual Architecture Widgets
  • 17. Related technologies / vendors / products Digg 37 Signals ZoHo Naymz Technorati Wordpress Boing Boing Twitter Facebook Second Life Del.cio.us flickr
  • 18. Related technologies / vendors / products Digg 37 Signals ZoHo Naymz Technorati Wordpress Boing Boing Twitter Facebook Second Life Del.cio.us flickr Google (Apps, Docs, Knol, youtube) Yahoo (Flickr, Pipes, Zimbra) MS (Facebook, Office Live, Live Writer, Popfly, XBOX Live, Surface, Silverlight, Sharepoint) IBM (Bluehouse, Support for core technologies) Apple (iPhone, iTunes, iPod Touch, iWeb) Cisco (Five Across, Webex, Holographic video) conferencing) Oracle (web 2.0 ready)
  • 19. Related technologies / vendors / products Digg 37 Signals ZoHo Naymz Technorati Wordpress Boing Boing Twitter Facebook Second Life Google (Apps, Docs, Knol, youtube) Yahoo (Flickr, Pipes, Zimbra) MS (Facebook, Office Live, Live Writer, Popfly, XBOX Live, Surface, Silverlight, Sharepoint) IBM (Bluehouse, Support for core technologies) Apple (iPhone, iTunes, iPod Touch, iWeb) Cisco (Five Across, Webex, Holographic video conferencing) Oracle (web 2.0 ready)
  • 20. Agenda What does Web 2.0 mean to retailers? > What is Web 2.0? > Trends and Themes > Related technologies / vendors / products > Implications for retail > Real examples > Web 2.0 in retail demo (eCommerce) > Q&A
  • 21. Implications for retail Different segments, different pace 1. Consumer electronics & entertainment 2. Apparel & footwear 3. Specialty 4. Catalogue & mail order 5. Home improvement 6. Department & discount 7. Drug stores, health & beauty 8. Supermarkets & grocery
  • 22. Implications for retail but patterns in adoption emerging Web 2.0 features/functionalities adopted most by retailers RIA based user interfaces Static Mashups Qualitative as well as quantitative product reviews Web 2.0 features/functionalities finding limited adoption by Retailers Blogs Discussion Forums Data Feeds (RSS, Atom etc.) Live Agent Chat Dynamic Mashups (live data feeds) Podcasts Videocasts End user product customisations Product Tagging Synchronous chat Web 2.0 features/functionalities adopted least by retailers Wikis Bookmarks sharing Collaborative product customizations Comparison shopping across multiple retailers End user contributed content VoIP based customer support
  • 23. Implications for retail but patterns in adoption emerging Web 2.0 features/functionalities adopted most by retailers RIA based user interfaces Static Mashups Qualitative as well as quantitative product reviews Web 2.0 features/functionalities finding limited adoption by Retailers Blogs Discussion Forums Data Feeds (RSS, Atom etc.) Live Agent Chat Dynamic Mashups (live data feeds) Podcasts Videocasts End user product customisations Product Tagging Synchronous chat Web 2.0 features/functionalities adopted least by retailers Wikis Bookmarks sharing Collaborative product customizations Comparison shopping across multiple retailers End user contributed content VoIP based customer support
  • 24. Implications for retail Ajax-ified UIs: indifferent to engaged Far better customer orientation Better support for customer goals o Research o Search o Browse o Navigation o guided sales Hyper-personalisation Convergence of „brand‟ & „community‟ Web 2.0 will put some Web 1.0 retail companies out of business Moving beyond eCommerce 2.0 into Retail 2.0 will have its own challenges
  • 25. Enhanced checkout flow (i.e. embedded AJAX cart, richer controls) Quick Pick Modals with inventory integration (i.e. dynamic) Second generation product reviews (leveraging product reviews as affiliate marketing; adding rich media (audio and video)) Linking social networking with commerce controls (playing off social sites and/or adding social aspects to existing commerce sites) Increasingly-granular personalisation (issues with geog) More editorial feeds: RSS & XML CSS + MV Testing: Modals / widgets (x-sell, upsell, reviews etc) to increase AOV > ASP, SaaS / Multi Tennant > White labelling >> 2009 + Web 2.0 outside eCommerce Magic Mirror 2D Bar Codes GPS Live Agent Implications for retail 2009 Projects
  • 26. Increase sales Increased conversion Foster loyalty and increase lifetime value Higher average order value / units per transaction Better merchandising Drive more traffic and unique and new visitors Deliver better customer experience Implications for retail Bottom up ROI
  • 27. Reviews drive 23% higher revenues per session, 28% more items per order: QVC- UK Shoppers who "read all reviews" converted much higher, and had a 67% higher average order value: Boden 20% increase in conversions with just dynamic zoom: Bealls Department Stores Increased sales by 300%, reduced image production time and costs by over 60%: Macy’s “We believe co-browsing provides the „missing link‟ and is a very effective solution to not only „delight‟ consumers but can help us further boost conversion. People who view our video convert at around 30% higher then the site average: Thomas Cook Although it is category dependant, you can expect anywhere in the region from a 20% to 70% increase in conversion rates (ajax): econsultancy.com The number of subscribers using mobile Internet services will rise from 577 million currently, to top 1.7bn by 2013, spurred by demand for collaborative applications known collectively as „web 2.0‟, and greater 2.5/3G penetration: Juniper Research Polyvore has 4,553 monthly active users on Facebook Implications for retail ‘Evidence’ mounting, seemingly positive, but majority too loosely coupled with CX
  • 28. Agenda What does Web 2.0 mean to retailers? > What is Web 2.0? > Trends & Themes > Related technologies / vendors / products > Implications for retail > Real examples > Web 2.0 in retail demo (eCommerce) > Q&A
  • 29. Real Examples Tiny url, Live IM, Video testimonials, blog platform, twitter channel
  • 30. In 8 years $1B 2008 revenue (2005: $370M 2006: $597M: 2007: $850M) Stocks 1100 brands, 3m pairs of shoes Orientation to customer service: “A service company that sells „x‟” e.g. Free shipping both ways, 365 day return Diversification into handbags, clothing, eyewear, watches, accessories + anything else When asked about future? Facebook application Twitter YouTube Lifestyle sites e.g. running.zappos.com
  • 31. Real Examples Rich Interfaces Timberland Threadless
  • 32. Real Examples Rich Interfaces Nike Ralph Lauren RugbyHalfords
  • 33. Real Examples Rich Interfaces Borders
  • 34. Real Examples Rich Interfaces AmazonWindowShop
  • 35. Real Examples Mash Ups oSkope
  • 36. Real Examples Mash Ups, RSS, Social Bookmarking, Social Networking, AJAX Polyvore
  • 37. Real Examples Mash Ups, RSS, Social Bookmarking, Social Networking, AJAX
  • 38. Real Examples Customer Reviews, Q&A, Dynamic Imaging, Halfords
  • 39. Agenda What does Web 2.0 mean to retailers? > What is Web 2.0? > Trends & Themes > Related technologies / vendors / products > Implications for retail > Real examples > Web 2.0 in retail demo (eCommerce) > Q&A
  • 40. A day in the life of Amy Retail & Web 2.0
  • 41. Agenda What does Web 2.0 mean to retailers? > What is Web 2.0? > Trends & Themes > Related technologies / vendors / products > Implications for retail > Real examples > Web 2.0 in retail demo (eCommerce) > Q&A
  • 42. Unique Approach • Unique Solutions Salmon LLC 220 Old Country Road Mineola NY 11501-4271 United States of America Tel: 001 516 742 7888 Fax: 001 516 742 9169 Salmon Asia Pacific (Pty Limited) Level 1, 299 Elizabeth Street Sydney NSW Australia 2000 Tel: +61 (0)2 8251 0044 Fax: +61 (0)2 8251 0097 Chris Hoskin Chief Marketing Officer Salmon 64 Clarendon Road Watford Hertfordshire WD17 1DA tel: +44 (0) 1923 320 000 mob: +44 (0) 7903 804 554 email: choskin@salmon.com Salmon China Limited 605 Zhongchen Building Lize Zhongerlu #1 Wangjing Science & Technology Park Chaoyang District Beijing 100102 China Tel: +86 (0) 10 6439 8779 Fax: +86 (0) 10 6439 8665
  • 43. 3.0 (Tim Berners Lee) Semantic web “I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A „Semantic Web‟, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The „intelligent agents‟ people have touted for ages will finally materialize.”

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