Omni-Channel Commerce
 

Omni-Channel Commerce

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Sucharita Mulpuru, Vice President and Principal Analyst at Forrester Research, is a leading expert on eCommerce, multichannel retail, consumer behavior, and trends in the online shopping space. She ...

Sucharita Mulpuru, Vice President and Principal Analyst at Forrester Research, is a leading expert on eCommerce, multichannel retail, consumer behavior, and trends in the online shopping space. She led a panel discussion focused on Omni-Channel Commerce at the Internet Retail Expo in February.

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    Omni-Channel Commerce Omni-Channel Commerce Presentation Transcript

    • Omni-Channel Commerce Sucharita Mulpuru, VP & Principal Analyst February 6, 2014 @smulpuru
    • Consumers shop online for 3 reasons Selection
    • New eCommerce markets often follow a similar path Source: June 2013 “The Evolution Of Global eCommerce Markets”
    • Countries are at different phases June 2013 “The Evolution Of Global eCommerce Markets”
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 5 Omnichannel means different things in different markets Tactics dominating omnichannel investments in the US Endless aisle Ship from store In-store pickup (including ship to store) Inventory visibility across channels Effective Unproven
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 6 In other markets, omnichannel = everywhere commerce › Mobile › Social › Marketplaces › Cross-border › Payments flexibility
    • Adoption of mobile phones has exploded globally
    • Installed base of tablets will grow ~ 10x over the next 5 years
    • Services must evolve in sophistication Levelofmobilesophistication High Low Evolution of services over time Nothing Multichannel • Migrate services that are frequently used online and are mobile. Consistency Cross- channel • Mobile doesn’t have to be a holistic replacement for other channels or touchpoints. Enhancement Mobile- unique • New products, processes, and services Breakthrough Advanced contextual Simplicity
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 10 eBay Now is doing this in the US with fast delivery
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 11 A creative presence on Facebook can help lesser known brands
    • YouTube is also a powerful social channel
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Image-based discovery is promising 39% 70% 73% 81% 84% Getting offers from retailers and brands Inspiration on what to buy Entertaining myself Enjoying what others share Discover new products, styles, ideas 26% 17% 61% 72% 24% Base: 4,700 recent online buyers with Facebook accounts Base: 1,200 recent online buyers who have visited Pinterest › Source: Forrester-Bizrate Insights Flash Survey, Q3 2012
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 14 And these guys may be even better than Pinterest Zoomingo Houzz Glimpse Fancy
    • This was the innovation that put the wind in Amazon’s sails
    • Amazon’s marketplace revenue dwarfs its profitability Source: Forrester estimates; GMV=gross merchandise value, the total value paid by shoppers in a transaction $359 $631$467 2005 2011 Global net income Estimated marketplace revenue $4 172 US$MM
    • Everyone needs a marketplace strategy
    • That means having a marketplace
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 19 That also means selling on marketplaces
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 20 Estimated cross-border route sizes Dyad Estimated size US-UK $15B China-US $10B UK-US $10B US-China $8B US-Canada $5B Germany-US $5B Source: PayPal; Forrester (confidential, unpublished data)
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Estimated cross-border route sizes (contd.) Dyad Estimated size Germany-UK $5B China-Japan $5B UK-China $3B Australia-US $3B Brazil-US $1B Source: PayPal; Forrester (confidential, unpublished data)
    • New payment experiments are emerging
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 23 The fundamentals are important
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 24 1. Strong product detail pages
    • 2. Strong web marketing Industry average $100MM+ retailers % retention 22% NA % acquisition 49% NA % to other channel 17% NA % brand awareness 12% NA Email (not prospecting) 17% 18% Paid search 37% 41% SEO 9% 3% Affiliates 13% NA Display advertising 5% 6% Other (CSEs, portals, etc.) 19% 32%
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 26 3. Transparency in post-purchase
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 27 Take cues from Amazon › Superior order tracking › Underpromising and overdelivering on deliveries › Prompt and immediate refunds › Easy payments, as few keystrokes as possible › Not necessarily a liberal return policy but money- back guarantee
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 28 4. Fast site speed
    • © 2014 Forrester Research, Inc. Reproduction Prohibited 29 Next Steps › Follow Sucharita Mulpuru’s blog › View our Mobile Trends 2014 webinar replay
    • Thank you Sucharita Mulpuru smulpuru@forrester.com Blog: http://blogs.forrester.com/sucharita_mulpuru @smulpuru