Ps098 Ubifrance

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Presentation to the Ubifrance/French Trade Commission's delegation to the UK on 3 December 2009 in London, on the topic of trends in Social Commerce.

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  • Interaction The customer How will brands needs to change AR gaming Lorenzo sharing. How will engagement change? Platform vouchers Data - around behavioural types and prediction Classicfilms etc.
  • Interaction The customer How will brands needs to change AR gaming Lorenzo sharing. How will engagement change? Platform vouchers Data - around behavioural types and prediction Classicfilms etc.
  • Ps098 Ubifrance

    1. 1. <ul><li>Social Shopping: Trends in eCommerce </li></ul><ul><li>Ubifrance/FrenchTrade Commission </li></ul><ul><li>London, December 2009 </li></ul><ul><li>www.ianjindal.com www.internetretailing.net </li></ul>
    2. 4. More than Facebook (in a nice way)
    3. 5. Twitter Twitter.com. 291st site in UK. 974% growth yoy. 4.5% of traffic goes to retailers... http://twitterfacts.blogspot.com/2009/01/twitter-traffic-according-to-hitwise.html
    4. 6. Twitter
    5. 7. Twitter
    6. 8. Twitter
    7. 9. Twitter
    8. 10. <ul><li>Reviews becoming standard </li></ul><ul><li>User “stories”, not just ratings </li></ul><ul><li>78%: “customer recommendations are the most credible form of advertising” (Nielsen) </li></ul>Reviews
    9. 11. <ul><li>Top style-setters become “Mavens” </li></ul><ul><li>Based on page views AND product clicks </li></ul><ul><li>Customers become sales-people </li></ul><ul><li>Social networks become retailers </li></ul>Co-shoppers as retailers (ThisNext) Social Shopping and “co-retailing” or C2C
    10. 12. Mobile shopping
    11. 13. Mobile shopping
    12. 14. Shopping: present, yet elsewhere http://redlaser.com/
    13. 15. Elswhere, yet present http://www.oasis-stores.com/
    14. 16. Any sufficiently advanced technology is indistinguishable from magic
    15. 17. Enabling epiphenomenology: device integration <ul><li>With us everywhere </li></ul><ul><li>Accesses data </li></ul><ul><li>Interlinking </li></ul><ul><li>Connected </li></ul><ul><li>Visualisation </li></ul><ul><li>Touch interface... </li></ul><ul><li>Location (GPS) </li></ul><ul><li>Direction (compass) </li></ul><ul><li>Image processing... </li></ul>
    16. 18. Augmented Reality... Layar.eu - overlay ‘realtor’ data on street scenes
    17. 19. Augmented Reality
    18. 20. Augmented Reality - brands and interaction http://www.metroparisiphone.com/index_en.html
    19. 21. Augmented Reality - “the outernet” - gaming and marking space http://www.junaio.com /
    20. 22. Augmented Reality - “the outernet” - gaming and marking space http://www.junaio.com / <ul><li>Mobile device </li></ul><ul><li>Screen </li></ul><ul><li>GPS </li></ul><ul><li>Gameplay overlays </li></ul><ul><li>Personal scores </li></ul><ul><li>Network scores </li></ul><ul><li>Network-invoked events </li></ul><ul><li>‘ hearts’ and ‘kisses’ left for others... </li></ul><ul><li>Oh, and SMS </li></ul>
    21. 23. Augmented Reality University of Washington, 2008: http://uwnews.org/article.asp?Search=contact+lens&articleid=39094 <ul><li>Easy to dismiss as hacked-up geekery... </li></ul><ul><li>But - contact lenses with LEDs being developed </li></ul><ul><li>Even without 3D AR, even coloured ‘confirmation lights’ could have impact. </li></ul>
    22. 24. <ul><li>Nearly 2 years old </li></ul><ul><li>All components now exist and are free </li></ul><ul><li>Copyright Icon Nicholson - http://www.iconnicholson.com/nrf07/ </li></ul>Yesterday’s future looks more prescient
    23. 25. Challenges - some provocations
    24. 26. <ul><li>“ Concept Store” – taking control of the brand image, ambiance and merchandising </li></ul><ul><li>Training the customer </li></ul><ul><li>Vendor Relationship Management and live prototyping opportunities </li></ul><ul><li>Direct brand engagement - what about the retailer? What’s their value? </li></ul>What’s the point of a store?
    25. 27. <ul><li>Nappies - should be a subscription product. Draw for supermarkets, but can’t be great for Pampers... </li></ul><ul><li>Razors - POS an “experience shave” or “info point” </li></ul><ul><li>Configuring a sofa: the resulting bar code is an augmented reality image of the sofa, with embedded voucher and tracking code </li></ul><ul><li>Service point - think “Collect+”: delivered, tested, accepted or returned... from 0700-2300 7 days a week </li></ul>What’s the point of a store?
    26. 28. Obama-Preedy Pricing Principle <ul><li>“ It’s been a long time coming, but tonight, because of what we did </li></ul><ul><li>on this day, </li></ul><ul><li>2. in this election, </li></ul><ul><li>3. at this defining moment </li></ul><ul><li>Change has come to America” </li></ul><ul><li>President-Elect Obama, Victory Speech, November 2008 </li></ul><ul><li>http://news.bbc.co.uk/1/hi/world/americas/7434843.stm </li></ul>
    27. 29. Obama-Preedy Pricing Principle <ul><li>“ It’s been a long time coming, but today, thanks to profit-algorithms and data, </li></ul><ul><li>on this day, </li></ul><ul><li>in this location, </li></ul><ul><li>for this defining product </li></ul><ul><li>for this individual customer </li></ul><ul><li>Fixed pricing has ended in retail” </li></ul>
    28. 30. Obama-Preedy Pricing Principle <ul><li>Vouchers - expire when stock reaches 10 or fewer (eg buy it now) </li></ul><ul><li>Stacked discounts: sale, cashback, card-holder, end of sale, channel... Why? </li></ul><ul><li>According to availability </li></ul><ul><li>Proximity of alternatives (time and space) </li></ul><ul><li>Time limited: premium for first (eg 3GS), nephew’s birthday </li></ul><ul><li>Extent to which has shopped around </li></ul>
    29. 31. Interaction, and monetising interaction
    30. 32. Interaction and monetising interaction <ul><li>Unprecedented data, integration and access: challenges our notions of ‘shop’, brand and of activity: “time” is the new “place”. “Doing” is the new ‘brand’. </li></ul><ul><li>Use of the basics is free: now need retail ‘sparkle’, brand leadership, creativity - ie credible personality </li></ul><ul><li>For the sophisticated digital customer, it’s about getting it right - at this time, in every place, for this product! </li></ul>
    31. 33. <ul><li>Social Shopping: Trends in eCommerce </li></ul><ul><li>Ubifrance/French Trade Commission </li></ul><ul><li>London, December 2009 </li></ul><ul><li>www.ianjindal.com www.internetretailing.net </li></ul>Thank you

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