“ The Digital economy in Europe - from eCommerce to Social Networking” Vue du Royaume-Uni: Janvier 2009 www.ianjindal.com www.internetretailing.net

“ The Digital economy in Europe - from eCommerce to Social Networking”

Vue du Royaume-Uni: Janvier 2009

www.ianjindal.com

www.internetretailing.net

UK - Europe’s biggest ecommerce market - Highest spending. - Most active/recent Source: ACSEL, Nielsen

Why ‘social’? Talking is human nature Not about technology Distrust Marketing Confidence

Talking is human nature

Not about technology

Distrust Marketing

Confidence

Impact of ‘social’ on shopping/ecommerce People talk to each other Ratings/Reviews New trend-setters Influencing design and production Other sites talk about you Comparison (with rating) Community Behavioural tracking across the network (eg ChoiceStream)

People talk to each other

Ratings/Reviews

New trend-setters

Influencing design and production

Other sites talk about you

Comparison (with rating)

Community

Behavioural tracking across the network (eg ChoiceStream)

Ratings and Reviews Reviews becoming standard User “stories”, not just ratings 78%: “customer recommendations are the most credible form of advertising” (Nielsen) Increase conversion 83.85% higher conversion (20+ reviews)

Reviews becoming standard

User “stories”, not just ratings

78%: “customer recommendations are the most credible form of advertising” (Nielsen)

Increase conversion

Style-setters Top style-setters become “Mavens” Based on page views AND product clicks Customers become sales-people Social networks become retailers

Top style-setters become “Mavens”

Based on page views AND product clicks

Customers become sales-people

Social networks become retailers

Influencing design and production nikeid.nike.com Configure all panels, materials, colour Preview your custom shoe

nikeid.nike.com

Configure all panels, materials, colour

Preview your custom shoe

Influencing design and production Configured option Buy “your” show Feedback to Nike on trends, colours May put into production

Configured option

Buy “your” show

Feedback to Nike on trends, colours

May put into production

Summary Social = part of ecommerce Behaviour, not technology Involved in all of retail: Review Suggest Sell Design

Social = part of ecommerce

Behaviour, not technology

Involved in all of retail:

Review

Suggest

Sell

Design

Merci de votre attention www.ianjindal.com