THE DIGITAL REVOLUTIONOF COMMERCE TECHNOLOGY REVIEW 2013
REVOLUTION IN SHOPPINGWe are witnessing a major paradigm shift.Early 1900s: Mass Since the 1950s: Global Early 2000s: Digitalproduction of goods transition from local merchants revolution of shopping.revolutionizes shopping. to chains and brands.
DIGITALNESS IS EVERYWHERE• Changes in infrastructure is changing the way we think about commerce.• Digitalness is ubiquitous and interconnected.• There is no more online vs. offline.• Digital maturity is a competitive advantage for any company.
TECHNOLOGY MAKESCOMPLEX THINGS EASY• Technological development trends are changing the face of commerce. LOCAL CINEMA• Technology is at the same time becoming both The great blockbuster more sophisticated and easier to use. movie II 19:30• Routines in work and leisure can be automated by Seat 1 Row 6 technological solutions.• Fusion of hi-tech and enterprise means that tech companies play a major role in developing the value of their clients businesses.
SHOPPING ISAN EXPERIENCE Wheeeeeee!• The pace of life is getting faster, information flows freely and we Shopping Cart designed by John Caserta from The Noun Project communicate in new ways.• In this environment shopping is driven by instant availability, customization and know-how.
ENTER AGILE COMMERCE”Commerce is not just about shoes and cosmetics, it’sanything that’s transactional”.Customers are multitasking between several touchpoints. The backend for this brand experience is theagile e-commerce platform. Package designed by Hakan Yalcin from The Noun ProjectForrester Research: eBusiness leaders will optimize ADD TO BASKETtheir people, processes, and technology to serve today’sempowered, ever-connected customers across a rapidlyevolving set of customer touchpoints.
CUSTOMERTOUCHPOINTS• Traditional touchpoints: Stores, phone services, websites• Emerging touchpoints: Social media, mobile sites and apps, smart televisions. McDonald’s drives brand engagement by inserting nutritional information with QR• Non-online touchpoints with web content: codes in food packaging. Augmented reality, QR codes in magazines and http://bit.ly/mcdonalds-qr bus stops.
MOBILE HAS CHANGEDEVERYTHING• New smart mobile devices such as smartphones and tablets have emerged. 2012• Smartphones will replace the computer as the digital hub.• Mobile web adoption is happening eight times faster than the adoption of the traditional web 100 % in the 1990s. growth 2011 The average rise of mobile device usage from October 2011 to October 2012 on the 5 most popular e-commerce sites powered by Anders Inno.
Hi there! Would youTHE FUTURE OF COMMERCE like to try our new Cheese Sub for £2,50?IS MOBILE-DRIVEN• M-commerce is raising fast, expected growth of 500 % until 2016.• Technologies driving m-commerce are NFC, location- Store designed by Edward Boatman from The Noun Project based marketing and QR codes. Why yes I• Integrating mobile web, e-payments and social media would! is the Next Big Thing.• Social-local-mobile (SoLoMo) is the next cutting edge Subway (UK) sends MMS-based move for digital businesses. SoLoMo allows targeting discount coupons to clients near a ideal market segments and engaging customers. specific diner. http://bit.ly/subway-uk-mms
FROM STORE TO SHOWROOM• A large portion of retail space will disappear and be virtualized.• Stores are transforming into showrooms with touchable screens, QR codes etc.• Stores have also other uses: customer can place orders online and pick up Adidas’ adiVERSE Virtual Footwear Wall. the products from the store. http://bit.ly/adiverse-youtube
INNOVATIVE SHOWROOM Photo by Danny Choo: www.flickr.com/dannychoo• Experiments are being done with augmented in-store concepts.• Mobile devices are used to shop for products using NFC and QR codes
ERA OF THENEW CONSUMERWe are entering the era of consumer self-realization. Personalization, unlimitedselection, novelty and instant availability.Consumers do not want to adapt to society’srhythm but instead want new technologies toserve their own rhythm.
BLENDING OF INDIVIDUALAND SOCIAL• Consumers are active, individual and social at the same time.• Opinions on brands are formed together with other people.• Customer we, instead of Customer I.• A company’s success depends on understanding the human perspective.
THE ECOSYSTEM CREATESTHE EXPERIENCE• The shopping experience is created by the whole ecosystem.• The ecosystem includes shopping services, branded apps, payment methods, logistics.• Completing one single customer promise requires the co-operation and commitment of several individual players.
THE POTENTIAL OFSEMANTIC METADATA• We are seeing the rise of semantic metadata and interconnected APIs.• People will be able to buy things whenever they see them.• This would not be possible without a larger ecosystem.
BUILDING LOYALTY IN THEDIGITAL ERA• In the new era of abundance audiences are easy to reach but harder to connect with. So, umm, how are you really feeling today• Companies need to know their customers fellas? Everything good? Group designed by Amar Chadgar from The Noun Project and their wants.• This is a complex problem.
UNDERSTANDINGCUSTOMERS• Customers make purchases which make them happy. Celebration designed by Scott Lewis from The Noun Project• Customer information is gained through web analytics, location based technology, social media and other metadata.• Understand the way people search products, purchase them and talk about them.
REFERENCESInteresting articles, presentations and videos.http://stephaniefierman.com/wp-content/uploads/2011/06/Welcome-to-the-Age-of-Agile-Commerce-Forrester-3-11.pdfhttp://new.livestream.com/Infocrea-fi/Foresight-2012-11-07/videos/5860741?t=1352405389332http://www.mrandmrsfuture.com/book/contents.htmlhttp://www.capgemini-consulting.com/ebook/The-Digital-Advantage/index.html#/24/
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