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Shenda Loughnane, Dentsu Aegis Network Ireland : Why Commerce is No Longer A Thing

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Shenda Loughnane, Dentsu Aegis Network Ireland : Why Commerce is No Longer A Thing at DMX Dublin 2019

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Shenda Loughnane, Dentsu Aegis Network Ireland : Why Commerce is No Longer A Thing

  1. 1. Why commerce is no longer a thing DMX Dublin, March 7th 2019 Shenda Loughnane Dentsu Aegis Network
  2. 2. D E N T S U A E G I S N E T W O R K SEARCHING SHARING SHOPPING
  3. 3. 3D E N T S U A E G I S N E T W O R K The points of inspiration and transaction are coming closer together D E N T S U A E G I S N E T W O R K
  4. 4. D E N T S U A E G I S N E T W O R K More platforms are enabling the connection
  5. 5. D E N T S U A E G I S N E T W O R K The impact of Amazon 67 18 11 90 33 18 89 34 20 0 10 20 30 40 50 60 70 80 90 100 Do you shop at Amazon I shop less often at retail stores I shop less often at other retailer websites Ireland UK US Source: PWC Retail & consumer report 2018
  6. 6. D E N T S U A E G I S N E T W O R K 6 Influencing shopping behaviour 20% 27% 33% 36% 41% Shopping behaviour not influenced by shopping with Amazon Shop less often at retail stores Read reviews on Amazon Start product search on Amazon Check prices on Amazon
  7. 7. D E N T S U A E G I S N E T W O R K 7 Changing search patterns 16% 27% 38% 72% 85% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Facebook Retailer Sites eBay Amazon Google Top 5 sites used to research products online
  8. 8. D E N T S U A E G I S N E T W O R K 8
  9. 9. D E N T S U A E G I S N E T W O R K COMMERCE IS NO LONGER A THING IT’S IN EVERYTHING
  10. 10. CONVENIENCE RELEVANCE VALUE TRUST Needs drive behaviour D E N T S U A E G I S N E T W O R K
  11. 11. Simplicity always wins
  12. 12. D E N T S U A E G I S N E T W O R K Are you where your customers are looking for you? Are you easy to find and relevant? Is your shopping experience engaging? Are you better than the competition? AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY A framework for commerce
  13. 13. D E N T S U A E G I S N E T W O R K Are you where your customers are looking for you? Are you easy to find and relevant? Is your shopping experience engaging? Are you better than the competition? AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY A framework for commerce
  14. 14. D E N T S U A E G I S N E T W O R K 1 5 Connected experiences BRAND SITE MARKETPLACERESELLER SOCIAL Run Hub, LifeStyle Sports, JD Sports Amazon, eBay, Google Shopping Facebook, Instagram
  15. 15. D E N T S U A E G I S N E T W O R K Available channels Click and Collect Dunnes Stores Restaurant Delivery Uber Eats Deliveroo Just Eat Grocery Delivery DropChef Life Kitchen Gourmet Fuel Meal Kits Tesco SuperValu BuyMie
  16. 16. D E N T S U A E G I S N E T W O R K Where your audience research and buy online 7.00% 98 4.80% 77 2.70% 80 1.30% 134 1.00% 249 0.60% 225 0.20% 124 12.30% 173 7.20% 131 8.30% 184 1.02% 107 0.30% 61 0.60% 121 0.27% 167
  17. 17. D E N T S U A E G I S N E T W O R K 1 8 New retail opportunities
  18. 18. D E N T S U A E G I S N E T W O R K Are you where your customers are looking for you? Are you easy to find and relevant? Is your shopping experience engaging? Are you better than the competition? AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY A framework for commerce
  19. 19. D E N T S U A E G I S N E T W O R K 2 1 Search triggers result “Warm Duvet”
  20. 20. D E N T S U A E G I S N E T W O R K 2 2 What do people search for? Sugar free Drinks Sugar free No Added sugar Zero (Sugar)
  21. 21. D E N T S U A E G I S N E T W O R K 2 3 People based marketing UNKNOWN Keywords Demographics Location KNOWN Product Purchase Frequency Customer Value CRM Right Person Right Moment Right Message
  22. 22. D E N T S U A E G I S N E T W O R K Segment Activation Trigger Strategy Up Sell Cross Sell Exclude Loyalty Messaging Profile CRM Messaging Matrix Length of Contract Active interest in other products New Customer 30 days New Customer 30 days Value of customer €150 pm Mobile Only Customer New Customer High Value Customer
  23. 23. D E N T S U A E G I S N E T W O R K Personalised relevant messaging Mobile customer, searching for Broadband Relevant message, bid higher
  24. 24. D E N T S U A E G I S N E T W O R K Personalised relevant messaging Broadband customer, searching for higher speed Relevant message, bid higher
  25. 25. D E N T S U A E G I S N E T W O R K Are you where your customers are looking for you? Are you easy to find and relevant? Is your shopping experience engaging? Are you better than the competition? AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY A framework for commerce
  26. 26. D E N T S U A E G I S N E T W O R K 2 8 Conversion drivers Product details 34% Reviews 22% Price 22% Images 15% Brand 5%
  27. 27. D E N T S U A E G I S N E T W O R K 2 9 Optimise product description SHIMANO Unisex Adults' Rp2 Road Biking Shoes
  28. 28. D E N T S U A E G I S N E T W O R K 3 0 Create standout with imagery
  29. 29. D E N T S U A E G I S N E T W O R K Are you where your customers are looking for you? Are you easy to find and relevant? Is your experience engaging? Are you better than the competition? AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY A framework for commerce
  30. 30. D E N T S U A E G I S N E T W O R K 3 3 Online reviews matter……a lot 95% of shoppers read an online review before making a purchase Displaying a review can improve conversion by 270% Source: How Online Reviews Influence Sales spiegel.medill.northwestern.edu
  31. 31. D E N T S U A E G I S N E T W O R K Optimal Rating Source: How Online Reviews Influence Sales spiegel.medill.northwestern.edu
  32. 32. D E N T S U A E G I S N E T W O R K 3 5 Creating standout
  33. 33. D E N T S U A E G I S N E T W O R K What can brands do? Focus on the first 5 reviews Embrace negative reviews Use product sentiment analysis Consider product sampling
  34. 34. D E N T S U A E G I S N E T W O R K Only takes 1 Only takes 2 Would stop using/switch Luxury, high-end fashion 51% 23% 84% Shared economy services 51% 22% 82% Hotels 49% 28% 88% Automobile 45% 28% 86% Restaurants 44% 36% 91% Airline 41% 33% 86% Consumer electronics 39% 37% 88% FMCG 34% 37% 88% Fashion & clothing 30% 39% 87% Telecom 29% 39% 89% Large retailer / department store 26% 41% 87% Number of bad experiences causing users to stop using/switch
  35. 35. D E N T S U A E G I S N E T W O R K Are you where your customers are looking for you? Are you easy to find and relevant? Is your shopping experience engaging? Are you better than the competition? AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY A framework for commerce
  36. 36. 3
  37. 37. Thank You Q&A

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