The document discusses various strategies and trends in e-commerce, emphasizing the power of content curation and the impact of video on consumer engagement and conversion rates. It highlights examples from notable companies like Gucci and Zappos, showcasing innovative practices like allowing customer voting on product designs. Additionally, it suggests leveraging social media and linkbaiting for enhancing visibility and sales.

1. Ecommerce
Inspiration
@tomcritchlow
www.distilled.net

2. Content Curators Hold All The Power

3. Fuck Yeah Cowboy Boots is a real
thing, and links to ecommerce websites

4. Gucci has 100s of pins (links) on
pinterest

5. Etsy has over 9000

6. "If you want a
preview of where
we're headed with
apparel go look at
the denim
category, go look
at women's jeans on
Amazon. That'll give
you a little insight
into our future."
http://www.excitingcommerce.com/2010/08/j
eff-bezos-on-amazons-fashion-strategy-.html

7. made.com allows you to vote on product
development & design

8. Allow your
content to be
remixed and
hacked. Turn
products into
linkbait
http://artistmarketplace.moleskine
.com/

9. Zappos have over 50,000 product
videos (and >185,000 video urls
indexed)
http://blogs.zappos.com/fif
tythousand

10. Product Video Results
Higher Conversions Stay Longer
64% -85% 2min Longer
Average stay when engaged
More likely to purchase after with video
watching a product video Comscore 8/2010
Internet Retailer 4/2010 / Comscore 8/2010
Search Enhancement Offline Impact
53x Higher 6% increase
Likelihood of a front-page In in-store sales
Reckitt Benckiser, Nielsen, May 2010
Google result
Forrester, 1/2010
This slide stolen with permission from TippingpointLabs.com

11. Categories as Linkbait
http://producten.hema.nl/

12. Products as Linkbait
http://wish.co.uk/zombie-boot-camp/

13. Link Build With Hope

14. (PS this is why kickstarter works)

15. Business Case Studies = Links (&PR)

16. Gucci has 6 million facebook fans

17. Sofa.com Film Nights

18. Agile Ecommerce
http://tattly.com/products/aperture

19. Dive Head First Into G+. Now.
http://www.getelastic.com/why-google-matters-to-ecommerce-9-things-you-should-do-about-it/

20. slideshare.net/tomcritchlow/

21. Tom Critchlow
VP Operations NYC
www.distilled.net
tom.critchlow@distilled.net
@tomcritchlow
Fiercely curious. Passionate
about learning. Email me!