What Does Web2.0 Mean To Retailers?

What does Web 2.0 mean to retailers? Chris Hoskin Chief Marketing Officer Salmon Prepared January 2009

What does Web 2.0 mean to retailers?

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.

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.

Who are Salmon? Established, global systems integrator Diverse interests and practice areas Global SI, Operations in London, New Interests in retail, finance, insurance York, Beijing, Sydney and utilities Successful track record over 19 years Focus on enterprise architecture , IT / Business Change c. 170 staff, c 100 in eCommerce team Focus on Business impact £16.8M turnover Application management and support Privately owned, Financially sound - 25% of the business Open, honest and responsive approach Strong delivery-focused culture and Focus Innovative risk reward models Mission critical systems Fixed price Managed Risk Broad and deep expertise in web based applications and technologies Shared Reward Specialist skills in highly transactional systems and solutions e.g. B2B and B2C eCommerce, multi-channel integration, insurance underwriting Customer experience / design

Salmon Delivering solutions for market leading & challenger retail brands

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

Quick Video

What is Web 2.0? Clearly 1.0 to 2.0 Static Central publication control Single site content Slow bandwidth Page refresh “web as a platform” “users add value” (Tim O’Reilly) Tools + Technologies + Business Strategies + Cultural and Social trends

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

Trends & Themes Survivors of 2001 bubble burst had similarities Mashups Attitude, not technology Wikis The long tail Blogs Data is the “intel inside” RIAs Hackability Podcasts Perpetual Beta RSS Right to remix (some rights reserved) Tagging Software that gets better the more Cloud Computing people use it Social Networking Granular addressability of content Cloud Computing Rich user experience Architecture of Participation Small pieces loosely joined Standards Trust your users Decentralisation Reputation Open to > devices Creation v Consumption Modularity Web as components Identity Emergent: User behaviour not ‘Services’ not ‘Software’ determined Source: http://www.oreillynet.com, Web 2.0 Meme Map

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 but also 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, and has a favorite youtube channel 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!!!!!

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

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

Related technologies / vendors / products Digg 37 Signals ZoHo Naymz Technorati Wordpress Twitter Facebook Second Life Del.cio.us flickr

Related technologies / vendors / products Digg 37 Signals ZoHo Naymz Technorati Wordpress 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)

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)

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

Implications for retail Different segments, different adoption 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

Implications for retail but patterns 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 Source: Adapted from an Infosys blog post

Implications for retail but patterns 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

Implications for retail Ajax-ified UIs: indifferent to engaged Far better customer orientation Better support for customer goals Research o Search o Browse o Navigation o guided sales o 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 bring more challenges

Implications for retail 2009 Projects 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 syndication: RSS & XML CSS + MV Testing: Modals / widgets (x-sell, upsell, reviews etc) to increase AOV > ASP, SaaS / Multi Tennant > White labelling Alternative Payment Services – “BillMeLater”, Google, PayPal, and Amazon v bespoke virtual wallets >> 2009 + Web 2.0 outside eCommerce Magic Mirror, 2D Bar Codes, GPS, Live Agent

Implications for retail Bottom up ROI led to negative press increase sales higher average order value & units per transaction increase conversion foster loyalty and increase lifetime value better merchandising deliver better customer experience drive more traffic and unique and new visitors

Implications for retail but ‘evidence’ mounting, broadly positive, some still too loosely coupled with CX Reviews drive 23% higher revenues per session, 28% more items per order: QVC- UK Shoppers who quot;read all reviewsquot; 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

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

Real Examples Tiny url, Live IM, Video testimonials, blog platform, twitter channel

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 recently asked about future? Facebook application Twitter YouTube Lifestyle sites e.g. running.zappos.com

Real Examples Rich Interfaces Timberland Threadless

Real Examples Rich Interfaces Nike Halfords Ralph Lauren Rugby

Real Examples Rich Interfaces Borders

Real Examples Rich Interfaces AmazonWindowShop

Real Examples Mash Ups oSkope

Real Examples Mash Ups, RSS, Social Bookmarking, Social Networking, AJAX Polyvore

Real Examples Mash Ups, RSS, Social Bookmarking, Social Networking, AJAX

Real Examples Customer Reviews, Q&A, Dynamic Imaging, Halfords

A day in the life of Amy Retail & Web 2.0

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 Unique Approach • Unique Solutions Salmon LLC Salmon China Limited Salmon Asia Pacific 220 Old Country Road 605 Zhongchen Building (Pty Limited) Mineola Lize Zhongerlu #1 Level 1, 299 Elizabeth Street NY 11501-4271 Wangjing Science & Technology Park Sydney NSW United States of America Chaoyang District Australia Beijing 100102 2000 Tel: 001 516 742 7888 China Fax: 001 516 742 9169 Tel: +61 (0)2 8251 0044 Tel: +86 (0) 10 6439 8779 Fax: +61 (0)2 8251 0097 Fax: +86 (0) 10 6439 8665

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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What Does Web2.0 Mean To Retailers?

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