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The Future Of Commerce

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First topic of the New Year was m-commerce and how it interacts with e-commerce and in-store shopping. …

First topic of the New Year was m-commerce and how it interacts with e-commerce and in-store shopping.

How does it affect future business models? How can all these forms of shopping interact with each other to make the complete user experience better, more helpful and more effective regardless of the channel?

In the very first of our breakfast seminars our speaker Rogier Beeftink (London UK) addressed these topics and challenged the way we think of commerce today.

SYNOPSIS

From e-commerce to m-commerce
Forget the web, m-commerce is the thing to focus your business on! Or is it?

A joined up cross-channel purchase experience
How Retail & Digital can go hand in hand, if done right

Applying the best of mobile to elevate the shopping experience
Challenges, decisions and opportunities: native, responsive, relevance and loyalty

Where does the UX begin and end?
Payment, delivery, gifting, and a personal touch to stand out

Rogier is a London and Stockholm based Service & User Experience Design consultant, with experience in both agency environment and client side roles. Currently he is heading up the UX team at Apegroup Stockholm.

Over the years Rogier worked with clients and companies like Coca-Cola, Ericsson, Barclays, Virgin Atlantic, Deutsche Bank, O2, BBC, UBS, Cisco, Lloyds TSB, Electrolux and Williams F1. Rogier has specialised in developing innovative strategies for digital brands, services and experiences, which means he has been delivering solutions for digital products and services on desktop, mobile and interactive TV.


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  • 1. SEMINAR WELCOME THE FUTURE OF COMMERCE #apeseminartisdag 19 februari 13
  • 2. tisdag 19 februari 13
  • 3. tisdag 19 februari 13
  • 4. MOBILE GENIUS SINCE 2004tisdag 19 februari 13
  • 5. 52 GREAT MINDStisdag 19 februari 13
  • 6. MOBILE DISRUPTIVE REVOLUTION Bild på 10 sidig SvD näringsliv om mobiletisdag 19 februari 13
  • 7. UX= USER EXPERIENCE STRATEGYtisdag 19 februari 13
  • 8. tisdag 19 februari 13
  • 9. THE FUTURE OF COMMERCE CHALLENGES, CONSIDERATIONS AND TRENDS • From e-commerce to m-commerce • Designing for User Experience & pain points • The best of mobile into your shopping experience • Trends & opportunitiestisdag 19 februari 13
  • 10. FROM E-COMMERCE TO M-COMMERCEtisdag 19 februari 13
  • 11. FROM E-COMMERCE TO M-COMMERCE THE NEW KID ON THE BLOCK - MOBILE FIRST! Mobile commerce is rightfully seen as the latest and greatest development that companies simply cannot ignoretisdag 19 februari 13
  • 12. FROM E-COMMERCE TO M-COMMERCE THE NEW KID ON THE BLOCK - MOBILE FIRST! "Retailers have been burned getting very, very hyped up over mobile" "Even though consumers have these phones, the number of transactions on those phones is still small." Source: Forrester Research for trade group Shop.orgtisdag 19 februari 13
  • 13. FROM E-COMMERCE TO M-COMMERCE THE NEW KID ON THE BLOCK - MOBILE FIRST! Source: Google study (http://services.google.com/fh/files/misc/multiscreenworld_final.pdf)tisdag 19 februari 13
  • 14. FROM E-COMMERCE TO M-COMMERCE THE WEB IS DEAD, LONG LIVE THE WEB... Source: Google study (http://services.google.com/fh/files/misc/multiscreenworld_final.pdf)tisdag 19 februari 13
  • 15. CROSS-PLATFORM SOLUTIONS UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOUR Businesses that get it right, that are perceived as a great digital commerce experience, are offering a joined up and cross-platform purchase experiencetisdag 19 februari 13
  • 16. CROSS-PLATFORM SOLUTIONS UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOUR Businesses that get it right, that are perceived as a great digital commerce experience, are offering a joined up and cross-platform purchase experience Source: ocado.co.uktisdag 19 februari 13
  • 17. CROSS-PLATFORM SOLUTIONS SCRABBLE FOR IPAD AND IPHONEtisdag 19 februari 13
  • 18. CROSS-PLATFORM SOLUTIONS MANGO - WHAT SHOULD I WEAR? Source: shop.mango.com/GB/mango/what-should-i-weartisdag 19 februari 13
  • 19. CROSS-PLATFORM SOLUTIONStisdag 19 februari 13
  • 20. CROSS-PLATFORM SOLUTIONS CROSS-PLATFORM PATTERNS Synchronisation Coherence Complementaritytisdag 19 februari 13
  • 21. CROSS-PLATFORM SOLUTIONS ’’BEING MOBILE’’ EXTENDED Source: http://techcrunch.com/2013/01/13/cars-the-next-playground-for-app-developers/tisdag 19 februari 13
  • 22. JOINING UP ON AND OFFLINE A TRULY JOINED UP EXPERIENCE The most likely next step is, to offer customers an experience that joins up their online and offline consumer needstisdag 19 februari 13
  • 23. JOINING UP ON AND OFFLINE A TRULY JOINED UP EXPERIENCE The most likely next step is, to offer customers an experience that joins up their online and offline consumer needs Source: topshoptisdag 19 februari 13
  • 24. JOINING UP ON AND OFFLINEtisdag 19 februari 13
  • 25. JOINING UP ON AND OFFLINEtisdag 19 februari 13
  • 26. JOINING UP ON AND OFFLINE NOT ONLY DEVICES AS WE KNOW THEM NOWtisdag 19 februari 13
  • 27. JOINING UP ON AND OFFLINE WALMART: BUY ONLINE, PAY WITH CASHtisdag 19 februari 13
  • 28. DESIGNING FOR USER EXPERIENCEtisdag 19 februari 13
  • 29. DESIGNING FOR USER EXPERIENCE USER EXPERIENCE, UX, UX&D, INTERACTION DESIGN, SERVICE DESIGN Is basically combining • User needs, • With business objectives, • And the right technologytisdag 19 februari 13
  • 30. CHECKOUT JOURNEY AS A PAIN POINT THE BEST CHECKOUT JOURNEY HAS THE LEAST STEPS, OR HAS IT? Business objective number one in most e-commerce services is a purchase journey with as few steps as possible.tisdag 19 februari 13
  • 31. CHECKOUT JOURNEY AS A PAIN POINT KNOWING YOUR USERS The experience however is not determined by the steps, but by the perceptiontisdag 19 februari 13
  • 32. CHECKOUT JOURNEY AS A PAIN POINT KNOWING YOUR USERS The experience however is not determined by the steps, but by the perceptiontisdag 19 februari 13
  • 33. THE COMPLETE CUSTOMER FLOW WHY SHOPPING CART CONVERSION IS NO LONGER JUST ABOUT LESS STEPS 89% of consumers abandoned a shopping cart at least once. Why? Source: seewhy.comtisdag 19 februari 13
  • 34. THE COMPLETE CUSTOMER FLOW WHY SHOPPING CART CONVERSION IS NO LONGER JUST ABOUT LESS STEPS 89% of consumers abandoned a shopping cart at least once. Why? • Price: your price is higher than competitors’ • Costs: you charge for shipping? • Hassle: you ask for too much data / forced registration • Doubt: will it fit me? Can I return it?  Address buyers’ concerns and answer their questions. Source: seewhy.comtisdag 19 februari 13
  • 35. THE COMPLETE CUSTOMER FLOW WHY SHOPPING CART CONVERSION IS NO LONGER JUST ABOUT LESS STEPS In 2011, shopping cart abandonment rate reached all-time high of 72%. It’s believed to continue climbing. Why? Source:Forrester http://www.forrester.com/Understanding+Shopping+Cart+Abandonment/fulltext/-/E-RES56827?objectid=RES56827tisdag 19 februari 13
  • 36. THE COMPLETE CUSTOMER FLOW WHY SHOPPING CART CONVERSION IS NO LONGER JUST ABOUT LESS STEPS In 2011, shopping cart abandonment rate reached all-time high of 72%. It’s believed to continue climbing. Why? Researchers attributed that high rate to user sophistication: as shoppers become more experienced online, they are more likely to compare shops even as they move toward checkout. Source:Forrester http://www.forrester.com/Understanding+Shopping+Cart+Abandonment/fulltext/-/E-RES56827?objectid=RES56827tisdag 19 februari 13
  • 37. THE COMPLETE CUSTOMER FLOW WHY SHOPPING CART CONVERSION IS NO LONGER JUST ABOUT LESS STEPS Designing to avoid shopping cart abandoning Track, Engage, Follow up! Source: smileycookie.comtisdag 19 februari 13
  • 38. THE COMPLETE CUSTOMER FLOW WHY THE CONFIRMATION PAGE IS NOT THE END ENGAGEMENT Designing a purchase journey that leaves a customer satisfied, and happy to return, relies on much more than a basket and a quick payment processtisdag 19 februari 13
  • 39. THE COMPLETE CUSTOMER FLOW WHY THE CONFIRMATION PAGE IS NOT THE END ENGAGEMENT Visit digital store Consider Compare Save for later Add to basket My details Leave & come back Review Delivery options Pay Confirmtisdag 19 februari 13
  • 40. THE COMPLETE CUSTOMER FLOW WHY THE CONFIRMATION PAGE IS NOT THE END ENGAGEMENT Visit digital store Consider Compare Rate/share my experience Save for later Return item Add to basket Use, consumption My details Delivery/pick up Leave & come back Reschedule Review Delivery attempt Delivery options Tracking & planning Pay Anticipation Confirmtisdag 19 februari 13
  • 41. DELIVERY AS A PAIN POINT HOME DELIVERY WHILE YOU’RE OUT... THE OFFLINE EXPERIENCEtisdag 19 februari 13
  • 42. DELIVERY AS A PAIN POINT PARTNERING UP WITH THE RIGHT DELIVERY COMPANY? ´´ I will never shop with IKEA again! Three failed delivery attempts while I am at work ... Now I am supposed to go collect my chair in Kilburn? ´´ Dissatisfied customer tweettisdag 19 februari 13
  • 43. DELIVERY AS A PAIN POINT EXTERNAL SOLUTIONS - DELIVERY LOCKERS Source: The Economist (http://www.economist.com/node/21560918)tisdag 19 februari 13
  • 44. DELIVERY AS A PAIN POINT TAKING MATTERS IN OWN HANDS - AN INTEGRATED DELIVERY BACK-END As a clever aspect of the purchase flow, delivery options can help users select a convenient slot, and therefore better experience Source: ocado.co.uktisdag 19 februari 13
  • 45. DELIVERY AS A PAIN POINT TAKING MATTERS IN OWN HANDS - AN INTEGRATED DELIVERY BACK-END Reducing failed deliveries helps reducing coststisdag 19 februari 13
  • 46. DELIVERY AS A PAIN POINT TAKING MATTERS IN OWN HANDS - AN OWNED DELIVERY SOLUTION A little incentive or suggested delivery slot for the customer, can help delivery and storage staff to improve efficiency, routes and sustainability Source: ocado.co.uktisdag 19 februari 13
  • 47. USING THE BEST OF MOBILEtisdag 19 februari 13
  • 48. USING THE BEST OF MOBILE NATIVE APP, RESPONSIVE OR ADAPTIVE WEB, I’LL HAVE IT ALL PLEASE!tisdag 19 februari 13
  • 49. USING THE BEST OF MOBILE NATIVE APP, RESPONSIVE OR ADAPTIVE WEB, I’LL HAVE IT ALL PLEASE! Native apps - Cater for loyalty, engagement conversation between brand and customer, top level experiencetisdag 19 februari 13
  • 50. USING THE BEST OF MOBILE NATIVE APP, RESPONSIVE OR ADAPTIVE WEB, I’LL HAVE IT ALL PLEASE! Responsive web - Cater for all viewports and devices, great for efficient content production and maintenance Source: ...tisdag 19 februari 13
  • 51. USING THE BEST OF MOBILE NATIVE APP, RESPONSIVE OR ADAPTIVE WEB, I’LL HAVE IT ALL PLEASE! Adaptive web - (Mobile web) Cover all devices, with the best experience for those particular services that you wouldn’t use the same way as on your desktoptisdag 19 februari 13
  • 52. USING THE BEST OF MOBILE YOUR PERSONAL DEVICE - DATA & RELEVANCEtisdag 19 februari 13
  • 53. USING THE BEST OF MOBILE EVERYWHERE, ANYTIME - DATA & CONTEXTtisdag 19 februari 13
  • 54. USING THE BEST OF MOBILE LOYALTY - APPS REPLACING CARDS, INTELLIGENCE BENEFITS THE CUSTOMER Source: AHAlife apptisdag 19 februari 13
  • 55. TRENDS & OPPORTUNITIEStisdag 19 februari 13
  • 56. SHARING AND GIFTING SOCIAL SHOPPING AS AN OPPORTUNITY Source: Karma app, Skyscanner apptisdag 19 februari 13
  • 57. TRACKING AND FOLLOWING TRACKING OF DELIVERY, BUILDING TRUST AND CONFIDENCE Source: Addison Lee apptisdag 19 februari 13
  • 58. THAT PERSONAL TOUCH GIVING DIGITAL EXPERIENCES A PERSONALITY OR FACE GOES A LONG WAY! Source: ocado.co.uktisdag 19 februari 13
  • 59. INTERNATIONAL MARKET PLACEtisdag 19 februari 13
  • 60. SHOWROOMING IF YOU’RE NOT IN... YOU’RE OUT! Source: Addison Lee apptisdag 19 februari 13
  • 61. TRYING, TOUCHING, FEELINGtisdag 19 februari 13
  • 62. STAFF’S EXPERTISE BEATS ONLINE?tisdag 19 februari 13
  • 63. A FUTURE PROJECTIONtisdag 19 februari 13
  • 64. IMAGINE SMALL BUSINESSES PAYMENT SOLUTIONS MADE EASY, AND AFFORDABLEtisdag 19 februari 13
  • 65. IMAGINE SMALL BUSINESSES OUTSOURCING OF THE ENTIRE INFRASTRUCTURE - THE COMEBACK OF THE PORTAL?tisdag 19 februari 13
  • 66. IMAGINE SMALL BUSINESSES OUTSOURCING OF THE ENTIRE INFRASTRUCTURE - THE COMEBACK OF THE PORTAL?tisdag 19 februari 13
  • 67. IMAGINE H&Mtisdag 19 februari 13
  • 68. IMAGINE H&Mtisdag 19 februari 13
  • 69. IMAGINE H&Mtisdag 19 februari 13
  • 70. IMAGINE H&Mtisdag 19 februari 13
  • 71. IMAGINE H&Mtisdag 19 februari 13
  • 72. IMAGINE H&Mtisdag 19 februari 13
  • 73. IMAGINE MCDONALD’Stisdag 19 februari 13
  • 74. IMAGINE MCDONALD’Stisdag 19 februari 13
  • 75. IMAGINE MCDONALD’Stisdag 19 februari 13
  • 76. IMAGINE NETONNETtisdag 19 februari 13
  • 77. IMAGINE NETONNETtisdag 19 februari 13
  • 78. IMAGINE NETONNETtisdag 19 februari 13
  • 79. IMAGINE NETONNETtisdag 19 februari 13
  • 80. QUESTIONS? CONTINUE THE CONVERSATION ON @apegroup #apegroupseminar Apegroup on Facebook SEMINARtisdag 19 februari 13