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Integrated Commerce: Building TrustAcross Your Marketing MixJanet Jaiswal – Director Mobile Products, TRUSTeAndreas Ryuta ...
About TRUSTeOur Name Speaks Trust:•   14 Years of Trust Online•   ~4,000 Customers Globally•   1M+ Visitors Verify Our Cli...
About TRUSTeOur Name Speaks Trust:•   14 Years of Trust Online•   ~4,000 Customers Globally•   1M+ Visitors Verify Our Cli...
Topics• How to increase sales by building trust across your  marketing channels.• How to build trust to increase visitor e...
Polling Question #1  Where do you have marketing channel  coverage as we head into 2011?
“I” After “E”: Shifting from E-commerce to I-commerce•   The keys to making the shift from “e” to “i” commerce are:     – ...
I-commerce Channel Strategy: From the Web to the World•   The traditional e-commerce website needs a make-over.•   Your we...
Mobile Overtaking Computers     – By the end of a 2010, more than a billion mobile devices were connecting to the       we...
Retailers have a big opportunity with mobile•      Mobile shopper have the most desirable demographics for       retailers...
Mobile commerce best practice example: mobile optimized  website                                      Regular web site    ...
Mobile commerce best practice example # 2: Mobile App          Example:          Mobile app that allows consumers to check...
Tips for overcoming user fears with mobile commerce•   Care in handling user data is critical. Companies want to engage an...
Tips for overcoming user fears with mobile commerce•   Location-aware applications benefits:     – Bring discounts and pro...
Mobile App & Mobile Web Site Privacy CertificationAssure mobile users on privacy-sensitive issuessuch as use of geo-locati...
I-commerce Channel Strategy: Social Likes Commerce•   Like, Wow!•   Tweet Commerce•   Tips for you     – Make the most of ...
High monthly page views at SNS is good for advertiserswww.truste.com                                           #TRUSTE
Social networking features lets retailers engage and deepencustomer relationships, which can result in additional revenue....
www.truste.com   #TRUSTE
www.truste.com   #TRUSTE
I-commerce Channel Strategy: Make More of In-Store•   Brick-and-mortar store has never been cooler.•   Channel integration...
Polling Question #2  What are the Biggest Opportunities You See  for Driving Online Traffic in 2011?
Examples of Well-Integrated Campaignswww.truste.com                          #TRUSTE
Examples of Well-Integrated Campaignswww.truste.com                          #TRUSTE
Conclusion: I-commerce is Greater Than the Sum of DigitalParts•   The e-commerce landscape has already shifted beneath our...
1000s of Companies Succeedwww.truste.com               #TRUSTE
Summary: Build Confidence to Skyrocket Conversion Rates                            86% of consumers are familiar with the ...
Thank You !Janet Jaiswal           Armando Roggiowww.TRUSTe.com          www.practicalecommerce.comjjaiswal@truste.com#TRU...
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TRUSTe integrated commerce 020811

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Practical Commerce & TRUSTe webinar on integrated commerce strategies which includes incorporating social networking, mobile, online commerce and brick and mortar sites.

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Transcript of "TRUSTe integrated commerce 020811"

  1. 1. Integrated Commerce: Building TrustAcross Your Marketing MixJanet Jaiswal – Director Mobile Products, TRUSTeAndreas Ryuta Stenzel – Online Marketing, TRUSTeArmando Roggio – Editor, Practical E-commerce
  2. 2. About TRUSTeOur Name Speaks Trust:• 14 Years of Trust Online• ~4,000 Customers Globally• 1M+ Visitors Verify Our Clients Monthlywww.truste.com #TRUSTE
  3. 3. About TRUSTeOur Name Speaks Trust:• 14 Years of Trust Online• ~4,000 Customers Globally• 1M+ Visitors Verify Our Clients Monthlywww.truste.com #TRUSTE
  4. 4. Topics• How to increase sales by building trust across your marketing channels.• How to build trust to increase visitor engagement.• Examples of how companies have used to multiple marketing channels to increase sales.www.truste.com #TRUSTE
  5. 5. Polling Question #1 Where do you have marketing channel coverage as we head into 2011?
  6. 6. “I” After “E”: Shifting from E-commerce to I-commerce• The keys to making the shift from “e” to “i” commerce are: – Approaching each touch-point as a holistic component of your brand experience – Applying your brand assets and marketing messaging consistently – Driving traffic to, from and among your touch-points with cross-media experiences – Providing a consistent (and consistently high-quality) user experience• In the next sections, we break down each touch-point to show how you can better integrate it with your other experiences.www.truste.com #TRUSTE
  7. 7. I-commerce Channel Strategy: From the Web to the World• The traditional e-commerce website needs a make-over.• Your website as anchor for online sales and as a portal to other touch- points• Provide on-site mobile app downloads of branded experiences and shopping tools• Socialize your site with sharing buttons for Facebook, Twitter, and other social media and bookmarking sites• Turn your site’s e-newsletter into a multi-channel marketing tool by including promotions and coupons for each touch-point in a single mailing• Showcase in-store, social and mobile events and sales on a “Shop Everywhere” section of your sitewww.truste.com #TRUSTE
  8. 8. Mobile Overtaking Computers – By the end of a 2010, more than a billion mobile devices were connecting to the web…and that number will soon overtake the 1.3 billion computers connected to the web.Source: IDC (International Data Corporation)• I-commerce Channel Strategy: Mobile Meets the Marketplace• Shifts Balance of Power from traditional websites to the portable• Ensure that your brand assets scale down for mobile devices• Drive traffic to destination sites and brick-and-mortar stores through location-based promotions such as Bluetooth coupons; check-ins via FourSquare and Google Places• “App-ify” your in-store experience by adding scannable product tags, so customers can share and compare with friends before buying (and create wish-lists on the fly)• Create decision-support tools that empower customer interaction with your brand.www.truste.com #TRUSTE
  9. 9. Retailers have a big opportunity with mobile• Mobile shopper have the most desirable demographics for retailers:• Tends to have a modern phone• An expensive data plan• Is likely to spend a lot of money• Mobile shopping users will account for almost 30 percent of all retail spending -- online and offline during the 2010 holiday season 1.• 1 in 2 consumers give a preference based on whether a retailer has a mobile site or not 2. 1 Source: IDC 2 Brand Anywhere polled over 1,000 consumers in Nov. 2010 on whether a brand’s mobile readiness affected their purchasing decisions.www.truste.com #TRUSTE
  10. 10. Mobile commerce best practice example: mobile optimized website Regular web site Mobile-optimized web site (not optimized) for mobileExample:• Product reviews on a mobile-optimized web site accessed via a mobile deviceFeatures:• The ability to write and read reviews of all productsBenefits:• Enhances shopping experience• Drives in store and online sales• Gives consumers an additional tool to make purchase decisions• Allows consumers to share Image source: Steve Madden www.truste.com #TRUSTE
  11. 11. Mobile commerce best practice example # 2: Mobile App Example: Mobile app that allows consumers to check product availability Benefits: Features: • Drives in-store sales • Allows consumers to see if a product is in stock at a nearby store • Builds loyalty, as users don’t have to visit the store just to • Links to directions and phone number of that store find out the product they want is out of stock Once the results are given, users have the option to get directions or call the store directly Product Page – Find in Store Button Find in Stores – Asks for Current Location Find In Stores: ResultsImage www.truste.com source: Steve Madden #TRUSTE
  12. 12. Tips for overcoming user fears with mobile commerce• Care in handling user data is critical. Companies want to engage and personalize users’ experiences when they are interacting with their mobile app or mobile site.• The following technologies raise consumer privacy concerns: – Geo-location / GPS – Social networking capabilities – Advertising + locationwww.truste.com #TRUSTE
  13. 13. Tips for overcoming user fears with mobile commerce• Location-aware applications benefits: – Bring discounts and promotions directly to users at the point of purchase – Help Marketers to target offers and advertisements through increased relevance, accuracy, and timeliness. – Provide valuable, real-time data about customer preferences.• Despite many consumer benefits users are concerned: – 76 percent of consumers said that security around purchase transactions is a major concern according to a poll by ABI Research in 2009. – 55 percent of Smartphone users fear loss of privacy through mobile apps w/ geo-location services according to a July’10 survey by Webroot.www.truste.com #TRUSTE
  14. 14. Mobile App & Mobile Web Site Privacy CertificationAssure mobile users on privacy-sensitive issuessuch as use of geo-location, advertising, socialnetworking technologies, mobile analytics andmarketing to childrenBenefits• Address consumer privacy concerns• Differentiate your mobile app or mobile web MOBILE-OPTIMIZED PRIVACY POLICY• Enjoy download and registration lift BEFORE AFTER• Address concerns unique to mobile BEFORE• Graphical privacy policy is optimized for mobile devices• Users can provide privacy feedback about your mobile app or web sitewww.truste.com #TRUSTE
  15. 15. I-commerce Channel Strategy: Social Likes Commerce• Like, Wow!• Tweet Commerce• Tips for you – Make the most of social commerce (s-commerce) by using social tools to expand your brand messaging while driving transactions within and across other channels. – Turn your Facebook Fan Page into an commerce channel with Off the Wall and other buy-on-page tools – Use Facebook to promote in-store, mobile and destination site events and offers – Customize your Twitter page for brand consistency – Use hash-tags (#) to promote cross-pollination of Twitter postings about your brand’s messaging and promotions – Encourage social interactions among brand fans on review sites (such as Yelp) and consumer forums by offering escalating recognition (such as “super user” status) for increased engagement.• Take away: – Social tools help drive traffic to your e-commerce site – Social tools help increase your brand presencewww.truste.com #TRUSTE
  16. 16. High monthly page views at SNS is good for advertiserswww.truste.com #TRUSTE
  17. 17. Social networking features lets retailers engage and deepencustomer relationships, which can result in additional revenue. Percent of retailers who planned social networking features into their mobile initiatives in 2010 40% 35% 35% 32% 30% 28% 26% 25% 25% 24% 20% 15% 15% 14% 10% 5% 0% Findings by Shop.org & Forresterwww.truste.com #TRUSTE
  18. 18. www.truste.com #TRUSTE
  19. 19. www.truste.com #TRUSTE
  20. 20. I-commerce Channel Strategy: Make More of In-Store• Brick-and-mortar store has never been cooler.• Channel integration is creating an “all in the commerce family” feeling• Online Research Drives In-Store Sales – According to eMarketer, in 2008, for every $1 spent online, web-based research influenced another $3.45 in brick-and-mortar spending. By 2012, eMarketer estimated that number would double. Source: eMarketer, February 26, 2008• Tips for you: – Re-create the best of your online experiences for in-store interaction – Enable automated check-ins and couponing so mobile users are rewarded every time they step inside your store – Use virtual tools to allow product customization and fitting, as NikeTown and New Balance do in their stores. – Reference your other touch-points on in-store signage, circulars and shopping bagswww.truste.com #TRUSTE
  21. 21. Polling Question #2 What are the Biggest Opportunities You See for Driving Online Traffic in 2011?
  22. 22. Examples of Well-Integrated Campaignswww.truste.com #TRUSTE
  23. 23. Examples of Well-Integrated Campaignswww.truste.com #TRUSTE
  24. 24. Conclusion: I-commerce is Greater Than the Sum of DigitalParts• The e-commerce landscape has already shifted beneath our feet in the past year, with the meteoric rise of mobile and social commerce. It’s time for companies to catch up to this new wave with consistent, on-brand and cross-media experiences that reflect how customers view companies from the outside: As whole brands that are greater than the sum of their digital parts.• The keys for i-commerce success: – Be consistent in your branding, messaging and policies across all channels – Blend as many touch-points as possible by combining mobile and social, web and in-store, etc. – Drive traffic across and within different channels to create a seamless experience for your users.•www.truste.com #TRUSTE
  25. 25. 1000s of Companies Succeedwww.truste.com #TRUSTE
  26. 26. Summary: Build Confidence to Skyrocket Conversion Rates 86% of consumers are familiar with the TRUSTe Trustmark and look for it online* 71% of consumers said that they think it is important that the online company they do business with display some kind of Trust-mark or logo Research shows that every complaint can represent 10 customers lost 88% of online shoppers said that the protection of their personal data was their top concern** *Independent paid 3rd party research **Source: Hochmuth, Phil. Trust Marks: What’s Behind the Label Counts. Publication. Comp. McAfee. Boston, MA: Yankee Group Research, February 2009 *www.truste.com #TRUSTE
  27. 27. Thank You !Janet Jaiswal Armando Roggiowww.TRUSTe.com www.practicalecommerce.comjjaiswal@truste.com#TRUSTeTwitter: JanetJaiswalAndreas Ryuta Stenzelwww.TRUSTe.comastenzel@truste.com#TRUSTe
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