E-commerce…silent revolution What is the customer truly looking for? Vanina Delobelle, Ph.D. February 2012
‘’ The world is moving so fast these days that the man who says it can’t be done is generally interrupted by someone doing it‘’
E-commerce is in revolution…There is what we already do, what we should all be doing…
Seamless experience across the devices
Using Responsive design, the customer will have the same experience on web, iPad and iPhone. One brand, one voice.
I buy from you on my phone, I buy from you on my iPad, it is all the same for me. One is an extension of the other one, I expect to get the same experience.
Personalization of offers
Offers are targeted based on customer information. The more we know about the customer, the better he will be served targeted and relevant offers matching his interests.
Stop bothering me with offers that are not related to me! There are some things I care about and you should know about it!
Free shipping, free returns. Free has become a commodity. No way I will pay for shipping!
Depending on location, the price for one product will be different.
Based on local availability or local interest for a type of product, the localization can vary. Pricing will constantly adjust to the market.
I care about where I live. My world is very centric!
Special Events leveraging social
Flash sales, private sales, offer for your community. The offers and promotions will not be individual, they will be by community. The grape you belong to will define the offers you might get. Watch out for your friends!
Co-creation of Ads
Agencies are and will not longer be at the center. Customers will take some power in the creation of the brand. We can ask the customers to come up with the name, the logo, a campaign, a video…
… and what we will have to do soon.
Retailers should come together. There is no longer the online retailers and the offline ones. Physical stores and online stores are completing each other for an optimal customer experience.
Your problems about state taxes are not mine! I want to have the choice! I want a store nearby when I am in the mood to do window shopping; I want to be able to buy online, the day I do not want to put my nose outside.
Local stores will relay the larger e-commerce revolution
Local stores will become distribution centers for larger e-commerce sites. For example, they will all be a franchisee of a larger online retailer. If I create a website on running, then I will partner with local stores selling running products. They will be a fulfillment center for me and when a customer comes to the site, with the identification of his zipcode, I will allocate the revenues generated in this zipcode to this particular franchisee. Win/Win!
Tablets and mobile will be the main channels of commerce
Computer? What is this? Online will become mobile.
I do not shop at work, I shop on my coach, while waiting for my kid, on my bed, at the baseball match.
The reseller is less important than the product brand
I do not care who I am buying this product from. I want a T-Shirt Brooks, this one has it, at the best price for me…I add to cart!
Price is king
Customer service, broad inventory, reputation, SEO, free shipping…all this is common sense…you must have it. Why does the customer buy from you? Because you have what he wants, at the moment he wants it, for the price he wants to pay.
Why does the customer return? Because you have what he wants, at the moment he wants it for the price he wants to pay!
Browsing is dead
I do not want to browse. I do not want to get 1,000 products with 1,000 different prices for the one product I was looking for. I want one product and one price, now! Stop making me go through thousand of pages to find what I want…anyhow I will not do it!
Niche sites will live longer
I do not care that you are selling fridges. I do come to you for one purpose, because I know that you have the book I want. If I am in the mood to buy a book, you might have thousand other things, this is not how you will interest me…serve me first what I am looking for, the way I want, for the price I want. You might get me with another book and another one but not sure you will get me with a Jeans at that particular moment.
For more conversations… www.vaninadelobelle.com twitter.com/vaninadelobelle