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Ciao's Vincenzo Calenne at E-commerce Expo 2011


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At 11am on 12th October Vincenzo Calenne, Head of Sales Ecommerce Ciao UK, took a look at social shopping, one of the biggest trends of 2011. The increasing convergence of online retail and user review platforms presents an important opportunity for online retailers and businesses to take advantage of user reviews and content, and build a positive online brand for commercial success.

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Ciao's Vincenzo Calenne at E-commerce Expo 2011

  1. 1. E-Commerce Expo London 2011<br />Vincenzo CalenneHead Of Sales Ecommerce Ciao UK<br />
  2. 2. Social Shopping: where do you stand?<br />
  3. 3. Today’s agenda<br />Ciao at a glance<br />Shopping is moving<br />Importance of online reputation<br />Online criticism<br />Conclusion<br />
  4. 4. Ciao at a Glance<br />
  5. 5. Ciao at a glance<br />About<br />Source: Comscore Comparison Shopping, ComScore, July 2011 <br />
  6. 6. Ciao at a glance<br />About Europe<br />#5 <br />#4 <br />7.252.000 unique visits<br />3.763.000 unique visits<br />#1 <br />#1 <br />#1 <br />1.665.000 unique visits<br />4.326.000 unique visits<br />4.099.000 unique visits<br />210.000 unique visits<br />#1 <br />#5 <br />#3 <br />Source: Comparison Shopping, ComScore, July 2011 <br />748.000 unique visits<br />
  7. 7. Ciao at a glance<br />Bing and MSN shopping channel across Europe<br />
  8. 8. Ciao at a glance<br />What is<br />price <br />comparison<br />…and many product offers<br />
  9. 9. Ciao at a glance<br />What is<br />users opinions on products<br />
  10. 10. Ciao at a glance<br />What is<br />users opinions on merchants<br />
  11. 11. Shopping is moving<br />
  12. 12. Shopping: increasing reach<br />Almost 90% in the UK<br />Reach of Retail Sites in European Countries - January 2010 vs. January 2011 - Age 15+ - Home and Work Locations<br />
  13. 13. Growth of retail on mobile devices<br />Increasing by 100%-130%<br />Growth in Mobile Retail Activity Penetration Among Total Mobile Subscribers and Smartphone Owners - 3 Month Avg. Ending May 2011 - YoYTotal EU5 (FR, DE, IT, ES and UK), Age 13+<br />
  14. 14. Mobile: retail vs other categories<br />Fastest growing mobile categories<br />
  15. 15. Future scenario:importance of online reputation<br />
  16. 16. Buying Cycle <br />Consumer decision making process<br />Research<br />Consumer<br />Advice & opinions<br />Advice & opinions<br />
  17. 17. Purchase Decisions: what really matters<br />Advice: online and offline<br />46%<br />24%<br />16%<br />8%<br />3%<br />2%<br />Source: Penn, Schoen, Berland Associates, Inc., LinkShare Trend Watch Research: <br />New Info Shoppers, RecessionBuyersandthe 2009 Online Shopping Outlook, 2009<br />
  18. 18. Mobile: reviews and opinions<br />Reasons consumers go to social media or social networking sites<br />Source: IBM Institute for Business Value analysis. CRM Study 2011<br />
  19. 19. Power Shifting: companies to consumers<br />Consumer reviews<br />68% of users have changed their purchase decision based on other consumer reviews.1<br />“People are looking to own the research process, not to be told by either salespeople or advertisers what the product is about.”3-Penn, Schoen & BerlandAssociates<br />79% of online UK retailers surveyed reported that the main benefit of consumer-generated rating and reviews was that they improved site conversion rates.2<br />-eMarketer, 2009<br />Source: 1CiaoUser Survey, April 2011 | 2eMarketer, 2009<br />3 Penn, Schoen & BerlandAssociates Market Research 2010 |<br />
  20. 20. Online criticism<br />
  21. 21. Online criticism<br />Negative review: typical situation<br />
  22. 22. Online criticism<br />How do you react?<br />frustration<br />uncertainty<br />distrust<br />fear<br />suspicion<br />
  23. 23. Online criticism<br />How do you deal with criticism?<br />4%<br />3%<br />14%<br />4%<br />38%<br />Source: Visitor survey at Internet World London, April 2009<br />
  24. 24. Action vs passive<br />Negative review: response<br />
  25. 25. Action vs passive<br />Feedback request within email reply<br />
  26. 26. Action vs passive<br />Other examples: UK<br />
  27. 27. Action vs passive<br />Other examples: Spain<br />
  28. 28. Action vs passive<br />Other examples: the Netherlands<br />
  29. 29. Action vs passive<br />Other examples: Italy<br />
  30. 30. Conclusion<br />
  31. 31. Conclusion<br />Assign resources<br />Identify relevant sites<br />Check regularly<br />Understand criticism as an opportunity<br />Develop dialogue<br />
  32. 32. Questions?<br />Vincenzo CalenneHead of E-Commerce Sales UK<br /><br /><br />Microsoft Ltd<br />Ciao Commerce DivisionCardinal Place 100 Victoria Street London SW1E 5JL<br />UK<br />Ciao in Social Media:<br /><br /><br />