SoLoMo implications on social commerce


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Social Commerce opens new opportunities. But the social, local and mobile (SoLoMO) consumer opens a new way of responding to the customer and the context they are in.

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  • In the US, technology has killed Circuit City, Tower Records, Borders, and Blockbuster
  • We have entered the age of the customerForrester, Competitive Strategy in the Age of the Customer, Josh Bernoff
  • Creating new ecosystem of off-site contentPractical matter of being “in control” – cost, consistent, conversion
  • Unreal adoption ratesConnectivityConvenience and User Experience
  • SoLoMo implications on social commerce

    1. 1. Is Technology Stealing Your Advantage?<br />SoLoMo Implications for e-Commerce Platforms<br />Bob Egner<br />EPiServer, VP Product Management<br />
    2. 2. Introducing EPiServer<br />Working with our talented partners to create sites for<br />e-Commerce<br />Web and Digital Marketing<br />Social and Online Communications<br />2<br />Software platform that drives business results<br />
    3. 3. Platform Spending<br />62% of online retailers will increase their technology spend in 2011, up from 57% in 2010<br />Forrester 2011 Online Retail Technology Investment Outlook <br />Improving economy?<br />Efficiency gains?<br />Competition?<br />3<br />Why is it increasing?<br />
    4. 4. Porters Five Forces<br />4<br />Disrupted by Technology<br />New<br />Entrants<br />New Entrants<br /><ul><li>Barriers to entry are lower online
    5. 5. Customer focus is a differentiator</li></ul>Supplier Power<br /><ul><li>“Employee as supplier” to customer relationships
    6. 6. Global outsourcing erodes economies of scale</li></ul>Supplier<br />Power<br />Customer<br />Power<br />Competitive<br />Rivalry<br />Substitutes<br /><ul><li>Word of mouth undoes brand investment
    7. 7. Digital substitutes collapse value chains</li></ul>Competitive Rivalry<br /><ul><li>Competitor access to your strategy</li></ul>Customer Power<br /><ul><li>Buyers have information
    8. 8. Online channels flatten distribution strength</li></ul>Substitutes<br />
    9. 9. The Age of the Customer<br />5<br />Source: Forrester<br />Competitive Strategy in the Age of the Customer<br />Josh Bernoff<br />
    10. 10. Consumer Adoption<br />6<br />What drives technology adoption?<br />Can someone explain this… please?<br /><ul><li>Key enabler of customer experience
    11. 11. Raises expectation of interaction
    12. 12. Personal and convenient</li></ul>iPad 2 Launch Day - London<br />iPhone 4 Launch Day - London<br />iPad 2 Launch Day - NYC<br />iPhone 4 Launch Day - SF<br />
    13. 13. Customer Focus is Key<br />Nearly everyone is connected, and mobile<br />User experience and convenience are key<br />Shifting focus of value<br />7<br />Driver of Platform Spending<br />Technology spending characteristics<br /><ul><li>Relatively low cost and high ROI
    14. 14. Grows new or maturing revenue stream
    15. 15. Supports changing needs of consumers</li></li></ul><li>Driver or Enabler?<br />8<br />Technology’s role in social commerce<br />
    16. 16. Social Shopping Variants<br />9<br />Group Buying<br />Collaborative Shopping Portals<br />Marketplaces<br />Ratings and Reviews<br />Social Networks<br />
    17. 17. Social Spectrum<br />10<br />Owned<br />Media<br />Paid<br />Media<br />Digital Properties<br /><ul><li>Websites
    18. 18. Customer Care
    19. 19. Portals</li></ul>Advertising<br /><ul><li>Banners
    20. 20. Display Ads
    21. 21. Endorsements</li></ul>Social<br />Media<br />Earned<br />Media<br />Embassies &<br />Ambassadors<br />Partnerships<br /><ul><li>Influencers
    22. 22. Branded Entertainment
    23. 23. Affiliates</li></ul>Outposts<br />
    24. 24. Context Aware Computing<br />11<br />“It will be one of the top disruptive trends of this decade.”<br />Source: Gartner<br />Context-Aware Computing Industry Heat Map<br />William Clark<br />
    25. 25. Progression of Localization<br />12<br /><ul><li>Biometrics
    26. 26. Conversational
    27. 27. Gestures</li></ul>Embracing<br />New Devices<br /><ul><li>Where in store
    28. 28. Try it on
    29. 29. Environment</li></ul>Breaking<br />Away from PC<br /><ul><li>Purchase intent
    30. 30. In-store
    31. 31. Time limited</li></ul>Layered<br />Intelligence<br /><ul><li>Behavior
    32. 32. Location (GPS)
    33. 33. Time of day</li></ul>Basics<br />2012<br />2014<br />2016<br />
    34. 34. Apple Redefines Mobile<br />13<br />
    35. 35. Mobile Trends<br />14<br />Novel Navigation<br />Alternative Interaction<br />Convenience Features<br />Innovative Functions<br />Combined with Social<br />Combined with Location<br />
    36. 36. Pull it all together<br />User experience is essential<br />Social media, socialize content<br />Your content, not always your site<br />Content variation driven by user context<br />Multi-channel, multi-touch <br />Mobile channel<br />On top of scalable, reliable e-Commerce platform<br />15<br />Key platform drivers<br />
    37. 37. Social Commerce Platform<br />16<br />Social<br />Networks<br />Commerce<br />Social<br />Website<br />Mobile<br />Integration<br />Marketplaces<br />
    38. 38. Social Commerce Platform<br />17<br />Social<br />Networks<br />Social<br />Website<br />Personalization<br />Commerce<br />Integration<br />Mobile<br />Marketplaces<br />
    39. 39. THANK YOU<br />Bob Egner<br />VP, Product Management & Global Marketing<br /><br />