Qubit Bright Sparks #2: Fast consumer, faster company

736 views
636 views

Published on

How can you stay ahead in a world where consumers have access to more information than ever before? Qubit invited some of the leading thinkers in the retail and ecommerce space to discuss the different approaches you can take to make sure that you stay faster than your consumers. Check out these presentations from Qubit, Burton, Trendwatching.com, Olapic, Amplience and MetaPack.

Slides 1-31, Innovating in the era of the real-time retailer - Graham Cooke, CEO, Qubit.

32-54, Fresh Engaging Customer Experiences - Richard Wilson, Head of Digital, Burton

55-122, The Expectation Economy: Consumers are already there, are you? - Henry Mason, MD, Trendwatching.com

123-153, Leveraging Visual Content Where it Matters Most - Jose de Cabo, Co-founder, Olapic

154- 202, 7 Customer Experience Tips to drive your Channel Performance - Ben Seymour, Director of Professional Services, Amplience

203-213, If data is the new coal, then people are the new diamonds - David Staunton, Senior Product Marketing Manager, MetaPack



Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
736
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
24
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Qubit Bright Sparks #2: Fast consumer, faster company

  1. 1. Innovating quickly in the era of the real-time retailer
  2. 2. 3 GoogleFacebook Apple Today’s consumers have higher expectations
  3. 3. 97% of visitors walk away from your site and never purchase (Qubit, 2013) Engaging consumers is hard work
  4. 4. 0.03% of visitors make up 30% of your site’s income... (State of personalisation research; Qubit, 2013)
  5. 5. 6 Users will visit 22 different websites before booking a holiday Travolution, November 2013 Customers have access to more information
  6. 6. So what can we do?
  7. 7. So what can we do? They move fast, we must move faster
  8. 8. 9 @TheGrahamCooke Whether it’s user-generated content
  9. 9. Macy’s has turned 500 of its 840 stores into additional shipping facilities to stack shelves and pack online orders simultaneously Understanding shipping and shopping habits
  10. 10. Connecting your offline and online worlds Macy’s has turned 500 of its 840 stores into additional shipping facilities where employees can stack shelves and pack online orders simultaneously In-store iPads allow Oasis users to have the option to try an item on in store, and then order it online and have it delivered
  11. 11. In April 2012, John Lewis reported 25% of orders made through johnlewis.com were for click and collect Bricks and mortar stores will evolve
  12. 12. 13 Creating a great site @TheGrahamCooke
  13. 13. How can you compete with the internet giants?
  14. 14. 26% of online sales by 2016 How can you compete with the internet giants?
  15. 15. ExperienceUtility Apps We see ecommerce on the web splitting three ways...
  16. 16. Our philosophy for success: Real-time retailing
  17. 17. Real-time weather targeting
  18. 18. Real-time crisis management
  19. 19. Real-time content engagement
  20. 20. Real-time abandonment catching
  21. 21. Web-influenced retail
  22. 22. Sofa Surfers Big Spenders Basket Cases Super Shoppers (State of personalisation research; Qubit, 2013) The right segments
  23. 23. Data-led tests are 7.7x more effective than gut feeling We’ve found that tests based on data are 7.7x more effective than tests based on intuition alone (Qubit, 2013)
  24. 24. Bad testing costs ecommerce businesses $13.6bn a year Bad use of data is costing the industry
  25. 25. So, how can you innovate quickly?
  26. 26. Build your own custom reports using Qubit data
  27. 27. We’ve distilled our most successful tests
  28. 28. All this is supported by our updated statistics engine
  29. 29. At Qubit we’re committed to developing products that really hit your bottom line
  30. 30. Thanks www.qubitproducts.com
  31. 31. FRESH ENGAGING Customer experiences RICHARD WILSON - HEAD OF DIGITAL!
  32. 32. agenda B U R T O N M E N S W E A R L O N D O N ! 1. BRAND POSITIONING 2. CREATING ENGAGING EXPERIENCES 3. CASE STUDIES
  33. 33. Engaging experiences B R A N D P O S I T I O N I N G ! TO CREATE SIMPLE EXPERIENCES, THAT INSPIRE AND INFORM, TO DRIVE sALES, LOYALTY & RECOMMENDATION
  34. 34. CUSTOMER TARGET B R A N D P O S I T I O N I N G !
  35. 35. CHANNEL AGNOSTIC B R A N D P O S I T I O N I N G !
  36. 36. Creating engaging experiences B U R T O N M E N S W E A R L O N D O N !
  37. 37. Inform & inspire C R E A T I N G E N G A G I N G E X P E R I E N C E S !
  38. 38. Inform & inspire C R E A T I N G E N G A G I N G E X P E R I E N C E S !
  39. 39. Inform & inspire C R E A T I N G E N G A G I N G E X P E R I E N C E S !
  40. 40. PERSONALISATION C R E A T I N G E N G A G I N G E X P E R I E N C E S !
  41. 41. PERSONALISATION C R E A T I N G E N G A G I N G E X P E R I E N C E S !
  42. 42. REAL TIME RELEVANCE C R E A T I N G E N G A G I N G E X P E R I E N C E S !
  43. 43. WEATHER PERSONALISATION C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N
  44. 44. HYPOTHESIS: YOUR ENVIRONMENT EFFECTS YOUR behavior C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N
  45. 45. CUSTOMER EXPERIENCE TEST!CONTROL! C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N
  46. 46. CUSTOMER EXPERIENCE C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N
  47. 47. TECHNOLOGY C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N
  48. 48. RESULTS +11.6% CONVERSION C A S E S T U D I E S / W E A T H E R P E R S O N A L I S A T I O N
  49. 49. HYPOTHESIS: C A S E S T U D I E S / D E N I M F I T G U I D E ENGAGING SHOPPERS WITH OUR CONTENT WILL INCREASE CONVERSIONS
  50. 50. INSIGHT: C A S E S T U D I E S / D E N I M F I T G U I D E
  51. 51. RESULTS C A S E S T U D I E S / D E N I M F I T G U I D E +5.5% CONVERSION
  52. 52. Keep Testing - Keep Learning B U R T O N M E N S W E A R L O N D O N
  53. 53. Thank you
  54. 54. The Expectation Economy! Consumers are already there, are you?! " Qubit, 29 April 2014, London !! Henry Mason Managing Director, trendwatching.com
  55. 55. TRENDS?! Not fashion
  56. 56. More than just what’s hot’ TRENDS?!
  57. 57. TRENDS?! More than just what’s trending’
  58. 58. TRENDS, SMALL AND BIG! Macro Consumer Industry
  59. 59. ABOUT US! Since 2002 250,000 free subscribers, 1,200 Premium clients
  60. 60. 2,500 spotters in over 100 countries WATCHING ! TRENDS!
  61. 61. “A manifestation of something that has ‘unlocked’ or newly serviced an existing consumer need, desire, want or value.” TRENDS ARE SIGNALS!
  62. 62. CHANGE!
  63. 63. CHANGE?!
  64. 64. EXPECTATION GAP!
  65. 65. SPORTS CAR?!
  66. 66. HOTEL?!
  67. 67. SMOKE! ALARM?!
  68. 68. MARKETING?!
  69. 69. EXPECTATION ECONOMY! Who"are"you" really" compe/ng" against?"
  70. 70. KEY THOUGHT FOR TODAY! SO LISTEN UP! ;-)!
  71. 71. GLOBAL BEST PRACTICE! A curated snapshot...
  72. 72. READY TO RUN WITH!! Take these trends and examples, learn from them, adapt them, and launch innovations of your own!
  73. 73. Vision" New"business"concepts" New"products,"services," experiences" Marke/ng,"adver/sing,"PR" WHERE TO APPLY!
  74. 74. WHO?!
  75. 75. GOOD COP(Y)! BAD COP(Y) ! ;-)!
  76. 76. eBay pop-up QR code shops around the world GOOD COP(Y)! BAD COP(Y) ! ;-)!
  77. 77. Zipcar: building a new auto ownership model GOOD COP(Y)! BAD COP(Y) ! ;-)!
  78. 78. BMW electric car sharing, with one-way trips GOOD COP(Y)! BAD COP(Y) ! ;-)!
  79. 79. POINT-KNOW-BUY! ! VIDEO VALETS! ! INSTANT MAKERS! ! HONEST FLEXIBILITY! ! ONTO THE TRENDS!!
  80. 80. San"Francisco"Consumer"Trend"Seminar"""|" TECH ! FEVER! Online & tech innovations empower consumers & promise to service existing needs in new (& better) ways
  81. 81. San"Francisco"Consumer"Trend"Seminar"""|" ONLINE SUPER POWERS! Instant & total transparency, more control, choice, personalization, relevance and more, more, more...
  82. 82. SUPER! TECH !
  83. 83. POINT
 &
 KNOW!
  84. 84. POINT
 &
 KNOW!
  85. 85. L’Oréal: Colour Genius mobile app enables users to find makeup to match their outfit POINT & KNOW
  86. 86. POINT,
 KNOW,
 BUY! Consumers will expect to be able to point their device at anything, become informed in an instant, and purchase seamlessly if they want to.
  87. 87. POINT, KNOW,
 BUY! Net-A-Porter Fashion etailer publishes shoppable magazine
  88. 88. POINT, KNOW,
 BUY! The Fancy Luxury etailer unveils Google Glass app
  89. 89. POINT, KNOW,
 BUY! Glashion: Google Glass prototype allows consumers to ‘shop-as-they-see’
  90. 90. POINT, KNOW,
 SERVE?! Virgin Atlantic: Staff use Google Glass to source passenger info
  91. 91. VIDEO
 VALETS! Consumers will come to expect instant, webcam- enabled face-time with your brand representatives, as and when they need it.
  92. 92. VIDEO
 VALETS! “54%of UK consumers say the most important factor when contacting a brand is being able to interact with a real person.” (Vision Critical Research, Oct 2013)
  93. 93. VIDEO
 VALETS! Bank of America Live video chat with bank staff via ATM
  94. 94. VIDEO
 VALETS! Amazon Mayday button offers live video customer support
  95. 95. VIDEO
 VALETS! Fiat Live staff-guided vehicle exploration via webcam
  96. 96. VIDEO
 VALETS! MeUndies Online store built around live customer service
  97. 97. INSTANT
 MAKERS! There will be few better ways to bring consumers back into stores than using new technologies to make them INSTANT MAKERS.
  98. 98. INSTANT
 MAKERS! “Between 2006 and 2012, the proportion of people creating content online rose from less than 10% to over 75%” (BBC, May 2012)
  99. 99. Dreambox: 3D printing vending machine installed on university campus INSTANT! MAKERS!
  100. 100. YrStore: Popup store offers instant t- shirt creation INSTANT! MAKERS!
  101. 101. LipLab: Customized lipsticks in under ten minutes INSTANT! MAKERS!
  102. 102. Vision" New"business"concepts" New"products,"services," experiences" Marke/ng,"adver/sing,"PR" WHERE TO APPLY!
  103. 103. WHO?!
  104. 104. HONEST
 FLEXIBILITY! Jaded consumers will be pleasantly surprised by brands that are honest and transparent about the limitations of their product or service, and then provide a solution to those limitations.
  105. 105. 49% of consumers think that it is ‘important’ or ‘very important’ for brands to listen and respond thoughtfully HONEST
 FLEXIBILITY!
  106. 106. Yet only 10%think that brands do this well. (Edelman, October 2013) HONEST
 FLEXIBILITY!
  107. 107. HONEST
 FLEXIBILITY! Art Series Hotel: ‘Overstay’ until your room is needed
  108. 108. HONEST
 FLEXIBILITY! BMW: Electric car owners offered access to petrol vehicles
  109. 109. HONEST
 FLEXIBILITY! Rent The Runway: Opens physical showroom in NYC
  110. 110. POINT-KNOW-BUY! ! VIDEO VALETS! ! INSTANT MAKERS! ! HONEST FLEXIBILITY! ! TODAY’S TRENDS!
  111. 111. Just the tip of the iceberg
  112. 112. "DVDs are a melting glacier. Yes, it's melting, but it's a slow melt.” Jim Keyes, Blockbuster 2008
  113. 113. OOPS":("
  114. 114. Vision" New"business"concepts" New"products,"services," experiences" Marke/ng,"adver/sing,"PR" WHERE TO APPLY!
  115. 115. WHO?!
  116. 116. www.trendwatching.com/trends/consumertrendcanvas
  117. 117. CHANGE!
  118. 118. CHANGE?!
  119. 119. EXPECTATION GAP!
  120. 120. GOOD TIMES!!
  121. 121. THANK YOU & GOOD LUCK!! henry@trendwatching.com"
  122. 122. LEVERAGING VISUAL CONTENT WHERE IT MATTERS MOST Jose de Cabo Co-founder
  123. 123. Cabe drawing!
  124. 124. 249 Global Brands Brands Benchmarked on L2 + Olapic Study
  125. 125. Instagram Has Been Busy
  126. 126. Instagram has the fastest growing active user base
  127. 127. Brand Participation Keeps Growing
  128. 128. Very attractive demographics
  129. 129. Instagram Boasts 15-20x the engagement of Facebook
  130. 130. Instagram is the new window shopping
  131. 131. The community is organically generating brand content
  132. 132. Instagram Brand Site Integration January 2014 (n=249)
  133. 133. Earned OwnedPaid Convergence
  134. 134. + = Owned Earned Converged “Shoppable” Media 5% to 10% increase in conversion
  135. 135. ACQUISITION ENGAGEMENT CONVERGENCE SOCIAL MATURITY VALUE
  136. 136. 2,000 photo submissions per month 3X monthly sales lift 44% of site sales attributable to visual content interaction 14,151 #BaubleBar pictures
  137. 137. 500,000 gallery visits in 3 months Transforming Customers into Creative Directors
  138. 138. 6,000 pictures collected in 120 days 39% increased conversion rate
  139. 139. THANK YOU Jose de Cabo Co-founder
  140. 140. !! Customer!Experience!Tips!! to!drive!your!! Channel!Performance Ben!Seymour! Director,!Professional!Services
  141. 141. The!Omni>Channel!Retail!Merchandising!Challenge! Amplience!AdapCve!Media!PlaDorm! Retail'Brand' Consumers' Video'&' Image'' Assets' Data' Brand'&' Marke9ng' Assets' Interac9ve' Rich=Media' Tablet' Instore' Digital' Emerging'e.g:' Smart'TV'&' Wearable' Tech' Desktop' Mobile' SDK' Dynamic' Imaging' Interac9ve' Merchandising' API’s' Asset' Management'
  142. 142. MulCscreen!journey!requires!adapCve!content ①
  143. 143. Break!away!from!staCc!page!templates!:!RWD
  144. 144. AdapCve!Media:! 
 !!Enhance!the!experience
 !!to!opCmise!engagement
  145. 145. AdapCve!Media:! 
 !!Enhance!the!experience
 !!to!opCmise!engagement
  146. 146. AdapCve!Media:! 
 !!Enhance!the!experience
 !!to!opCmise!engagement
  147. 147. Enhance!the!experience!to!opCmise!engagement Where!appropriate
  148. 148. Enhance!the!experience!to!opCmise!engagement Where!appropriate
  149. 149. Mobile!deserves!a!different!experience ②
  150. 150. “One!eyeball,!one!Thumb”! People!use!their!phones! anywhere!&!everywhere! ! Typically!short!sCnts!of! !parCal!concentraCon! Luke!Wroblewski!
  151. 151. Category!Page!:!Combine!content!and!commerce ③
  152. 152. Lister!Page!:!not!just!a!stepping!stone ④
  153. 153. • Early!engagement! ! • Engender!confidence!in!the!interacCons! ! • Reduce!fricCon!!
  154. 154. Product!Page!:!Content!is!king ⑤
  155. 155. Review&key&browser&dimensions:&& 1&Content&and&Visitor&perspec8ves& 1&Measure&against&success&metrics& Also,&track&ranges&of&browser&width.& & Are&there&certain&visitor&device& profiles,&which&are&underperforming& for&your&customer&base?& &
  156. 156. Reveal!Intent!! ! ! Viewer!analyCcs:! DuraCon!of!zoom! Frequency!of!zoom! Alternate!views! Spin!interacCons! Video!plays!
  157. 157. InspiraConal!Content:!Make!your!videos!work!harder ⑥
  158. 158. Pages!with!video!aWracted!! 2>3x!more!visitors! (MarkeCng!Sherpa)!
  159. 159. Leverage!social!channels!>!re>use!video,!with!commerce!imperaCves
  160. 160. Leverage!social!channels!>!re>use!video,!with!commerce!imperaCves
  161. 161. SEO!>!leverage!image!and!video!verCcals ⑦
  162. 162. Page!1!of!Google!results!! enjoy!up!to!95%!of!traffic! The best place to hide a dead body is on page 2 of Google search results
  163. 163. Think!of!your!Category!Pages!as!being!Landing!Pages!
  164. 164. Think!of!your!Category!Pages!as!being!Landing!Pages!
  165. 165. Think!of!your!Product!Detail!Pages!as!being!Landing!Pages!
  166. 166. Think!of!your!Product!Detail!Pages!as!being!Landing!Pages!
  167. 167. Apparent!filenames!in!image!requests Photography!typically! coordinated!at!the!SKU/product! level:! 028632996188>1! ! Apparent!Image!Filename:! Berkley>whiplash>orange.jpg! hWp://i1.adis.ws/i/hkg/028632996188>1/Berkley>whiplash>orange.jpg?$cat_155$&img404=n_uk!
  168. 168. Thank!you Ben!Seymour! ! bseymour@amplience.com! @bseymour
  169. 169. If data is the new coal, then people are the new diamonds.! David Staunton! Snr Product Marketing Manager - MetaPack!
  170. 170. Big Data = Big Numbers?!
  171. 171. 300 million deliveries in 2013/14!
  172. 172. £6.4 billion in e-commerce traffic in 2013/14!
  173. 173. Which city had the most Easter egg deliveries in April 2014? !
  174. 174. West Midlands! 18%! Northern Ireland! 13%! Wales! 10%! South East! 13%!
  175. 175. +! What is the link between Easter egg ! deliveries and UK obesity index?!
  176. 176. The healthiest cities in the top 10… •  Reading (7th)! •  Brighton (8th) ! •  Peterborough (10th)!
  177. 177. The least healthiest cities in the top 10… •  Birmingham (1st) & [6th] ! •  Newcastle (3rd) & [4th]! •  Glasgow (6th) & [5th]!
  178. 178. The value of data is deeper than just fun facts: ! £!

×