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Kelly Mooney's iCitizen Everywhere Commerce Presentation

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Kelly Mooney's iCitizen Everywhere Commerce Presentation

  1. 1. EVERYWHERE COMMERCE<br />KELLY MOONEY, CEO<br />Resource Interactive<br />
  2. 2. PLATINUM<br />GOLD<br />SILVER<br />ASSOCIATE<br />
  3. 3. Tweet with us: #icitizen<br />Our twitter handle: @icitizen<br />Live blog: https://icitizen.resource.com/blog<br />Flickr: tag with icitizen<br />Your nametag: get friendly<br />
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  6. 6. EVERYWHERE COMMERCE<br />KELLY MOONEY, CEO<br />Resource Interactive<br />
  7. 7. eCommerce is growing by double-digits globally<br />350<br />300<br />250<br />200<br />CAGR:<br />10%<br />CAGR:<br />10%<br />CAGR:<br />18%<br />CAGR:<br />20%<br />150<br />100<br />2010<br />2015<br />2010<br />2015<br />2010<br />2015<br />2010<br />2015<br />UNITED STATES<br />EUROPE<br />ASIA-PACIFIC<br />LATIN AMERICA<br />Forrester US, Europe and Asia eCommerce Forecasts 2010-2015<br />
  8. 8. The web is influencing half of total stores sales<br />3,500<br />3,000<br />CAGR:<br />4%<br />2,500<br />Offline Retail Sales<br />2,000<br />1,500<br />Web-influenced Retail Sales <br />1,000<br />500<br />Online Sales<br />2009<br />2010<br />2011<br />2012<br />2013<br />2014<br />Forrester Research Web-influenced Retail Sales Forecast, 12/09 (US)<br />
  9. 9. 7 DRIVERS OF THE COMMERCE REVOLUTION<br />
  10. 10. 1<br />SMS<br />Affiliate<br />Catalog<br />STORE<br />WEBSITE<br />Search<br />STORE<br />WEBSITE<br />Online<br />Ads<br />Email<br />Social<br />Networks<br />DM<br />DRIVER:Shift from the destination web…<br />
  11. 11. …to the distributed web<br />1<br />Mobile Payment Systems<br />Packaging<br />Facebook Page<br />Catalog<br />Mobile Site<br />SMS<br />3rd Party Mobile Apps<br />Affiliate<br />Press & Editorial Mentions<br />Web & Mobile Apps<br />Events + Digital<br />Digital Signage<br />Community Pages<br />Display Advertising<br />Branded App TV<br />Blog Posts & Mentions<br />Video Pre-roll<br />Referrals & Testimonials<br />QR Coded Catalog<br />Content Syndication<br />Interactive<br />TV<br />Diggs & Google +1<br />STORE<br />WEBSITE<br />Mobile Advertising<br />Check-ins<br />Downloads, Contest Up-loads<br />QR Coded OOH<br />Search<br />Interactive Mirrors & Cams<br />Universal Wish Lists<br />Pop up E-retail<br />Shares, Likes & Sends<br />Interactive POS<br />Social Search Results<br />Shoppable Videos<br />Email<br />Direct<br />Mail<br />Social Networks<br />Digital Coupons<br />Content Sponsorships<br />On-site Comments<br />Tweets & Retweets<br />Events + Digital<br />Flickr Group<br />Ratings & Reviews<br />YouTube Channel<br />Online Ads<br />SEM<br />Tagged Photos<br />Kiosks<br />
  12. 12. 2<br />DRIVER:All technologies continue to grow<br />• PC<br />•Internet<br />• Broadband<br />• HDTV<br />• Laptop<br />• Tablet<br /> (Individual)<br />•DVR<br />•Netbook<br /> (Individual)<br />•eReader<br /> (Individual)<br />Forrester Research Device Forecast as shared at Shop.org Summit 2011<br />
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  14. 14. 3<br />DRIVER:Evolving consumer behaviors<br />Checking in, Snapping, GesturingDISTRIBUTED WEB<br />Streaming, Discovering, LayeringREAL-TIME WEB<br />Creating, Sharing, InfluencingSOCIAL WEB<br />(Re)Searching, Shopping, Self-servicingE-COMMERCE<br />
  15. 15. DRIVER:Social commerce<br />4<br />“Social networks fail to drive meaningful revenue for eBusiness professionals in retail,have a questionable ROI, and are generally ineffective as a customer acquisition tools.”<br />Gavin O'Malley, “Facebook Doesn’t Click for eBusiness Retail Companies,” MediaPost News, April 7, 2011, summarizing Forrester/Shop.org’sSORO 2011: Marketing, Social Media & Mobile report, volume 14<br />
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  17. 17. DRIVER:Social commerce<br />4<br />“Facebook sourced up to $25M in sales for Amazon last October.”<br /> JP Morgan, “Nothing but Net,” January 3, 2011 in Ad Age Digital, September 13, 2011<br />“Over the next five years as companies race to establish stores,social commerce revenues will grow six-fold,to $30 billion globally.”<br />Booz & Company, “Turning “Like” to “Buy”: Social Media Emerges as a Commerce Channel,” 2011<br />
  18. 18. 5<br />DRIVER: Mobile payments experiencing hockey stick growth globally<br />$984<br />1,000<br />800<br />600<br />US $ BILLIONS<br />400<br />$162<br />200<br />2010<br />2014<br />Yankee Group, “A View from the Trenches: What Consumers Think of Mobile Transactions” as cited in press release, Feb 14, 2011, www.eMarketer.com<br />
  19. 19. In the next year,I can realistically see myself purchasing using a mobile device.<br />Resource Interactive, Distributed Commerce Survey, August 2011<br />
  20. 20. 5<br />APPAREL<br />ELECTRONICS<br />CONSUMER GOODS<br />Agree/Strongly Agree<br />Agree/Strongly Agree<br />Agree/Strongly Agree<br />71%<br />69%<br />67%<br />34%<br />33%<br />31%<br />EARLY ADOPTER<br />GENERAL POPULATION(Excludes early adopters)<br />Resource Interactive, Distributed Commerce Survey, August 2011<br />DRIVER: Mobile commerce is appealing, especially to early adopters<br />
  21. 21. 5<br />21% of their “mobile” traffic comes from tabletswith several companies anecdotally reporting figures north of 50%.<br />SucharitaMulpuru and Sarah Rotman Epps, Forrester, “Why Tablet Commerce May Soon Trump Mobile Commerce,” July 25, 2011<br />DRIVER: Rise of the tablet for shopping<br />
  22. 22. DRIVER: Daily deals disruptive retail format<br />6<br />
  23. 23. DRIVER: Daily deals market growth<br />6<br />Projected consumer spending on deal-a-day offers<br />$3,934<br />4,500<br />CAGR:<br />35%<br />4,000<br />$3,076<br />3,500<br />$2,339<br />3,000<br />2,500<br />$1,730<br />US $ MILLIONS<br />$1,246<br />2,000<br />$873<br />1,500<br />1,000<br />500<br />2010<br />2015<br />2011<br />2012<br />2013<br />2014<br />BIA/Kelsey press release, March 3, 2011<br />
  24. 24. 7<br />“Continuous partial attention.”<br />Linda Stone, Industry Thought Leader<br />DRIVER:Shift in mindset<br />
  25. 25. 7<br />“Continuous partial shopping.”<br />Dr. Nita Rollins, Resource Interactive<br />DRIVER:Shift in shopping mindset<br />
  26. 26. Rise of new “Shopportunities”Brands can open and close the sale<br />Mobile Payment Systems<br />$<br />Packaging<br />Facebook Page<br />Catalog<br />$<br />$<br />$<br />Mobile Site<br />$<br />SMS<br />3rd Party Mobile Apps<br />$<br />$<br />Affiliate<br />Press & Editorial Mentions<br />Web & Mobile Apps<br />$<br />$<br />$<br />Events + Digital<br />Digital Signage<br />Community Pages<br />$<br />$<br />$<br />Display Advertising<br />Branded App TV<br />$<br />$<br />Blog Posts & Mentions<br />$<br />Video Pre-roll<br />Referrals & Testimonials<br />QR Coded Catalog<br />$<br />$<br />$<br />Content Syndication<br />Interactive<br />TV<br />$<br />$<br />Diggs & Google +1<br />$<br />STORE<br />WEBSITE<br />Mobile Advertising<br />Check-ins<br />Downloads, Contest Up-loads<br />QR Coded OOH<br />$<br />$<br />$<br />$<br />Search<br />Interactive Mirrors & Cams<br />$<br />$<br />Universal Wish Lists<br />$<br />Pop up E-retail<br />$<br />Shares, Likes & Sends<br />Interactive POS<br />$<br />$<br />Social Search Results<br />$<br />Shoppable Videos<br />Email<br />Direct<br />Mail<br />$<br />$<br />$<br />Social Networks<br />$<br />Digital Coupons<br />$<br />Content Sponsorships<br />On-site Comments<br />Tweets & Retweets<br />Events + Digital<br />$<br />$<br />$<br />$<br />Flickr Group<br />$<br />Ratings & Reviews<br />$<br />YouTube Channel<br />$<br />Online Ads<br />SEM<br />$<br />$<br />Tagged Photos<br />$<br />Kiosks<br />$<br />
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  28. 28. CREATE OPPORTUNITY FROM COMPLEXITY<br />
  29. 29. NEW JOURNEY<br />OLD JOURNEY<br />Context-smart<br />Location-dumb<br />Cyclical and Social<br />Linear and Isolated<br />Compressed and Immediate Purchase<br />Progressive and Delayed Purchase<br />Linear and Isolated<br />Progressive and Delayed Gratification<br />Play in the post-funnel world<br />
  30. 30. 1<br />MY LOCATION<br />MY DEVICE<br />MY PREFERENCES<br />MY BEHAVIORS<br />Trigger a context-smart experience<br />
  31. 31. 2<br />SEARCH/<br />DISCOVER<br />USE/<br />ADVOCATE<br />IMMERSE/<br />CONFER<br />PAY/<br />ACQUIRE<br />Resource Interactive’s Consumer Purchase Cycle (CPC), 2011<br />Facilitate a cyclical consumer purchase journey<br />
  32. 32. 2<br />LOYALTY<br />Facilitate a cyclical and social consumer purchase journey<br />SEARCH/<br />DISCOVER<br />USE/<br />ADVOCATE<br />IMMERSE/<br />CONFER<br />PAY/<br />ACQUIRE<br />
  33. 33. 3<br />Enable immediate purchase within a single touch point<br />SEARCH/<br />DISCOVER<br />FACEBOOK<br />DISPLAYADS<br />USE/<br />ADVOCATE<br />IMMERSE/<br />CONFER<br />LOYALTY<br />LOYALTY<br />APPS<br />PAY/<br />ACQUIRE<br />QR-CODED <br />ADS<br />VIDEOS<br />
  34. 34. End of the single-purpose touch point<br />Triple Threat Touch Point<br />SEARCH/<br />DISCOVER<br />USE/<br />ADVOCATE<br />IMMERSE/<br />CONFER<br />LOYALTY<br />LOYALTY<br />PAY/<br />ACQUIRE<br />
  35. 35. THE CONVERGENCE OFBRAND BUILDING AND SALES<br />
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  38. 38. Projected “everywhere commerce” behavior<br />APPAREL <br />57%<br />DISPLAY<br />39%<br />51%<br />FACEBOOK<br />26%<br />43%<br />VIDEO<br />23%<br />Within the next year, early adopters will continue to embrace new digital commerce formats<br />Resource Interactive, Distributed Commerce Survey, August 2011<br />EARLY ADOPTER<br />GENERAL POPULATION(Excludes early adopters)<br />
  39. 39. Projected “everywhere commerce” behavior<br />CONSUMER GOODS<br />58%<br />DISPLAY<br />30%<br />51%<br />FACEBOOK<br />23%<br />44%<br />VIDEO<br />21%<br />Within the next year, early adopters will continue to embrace new digital commerce formats<br />Resource Interactive, Distributed Commerce Survey, August 2011<br />EARLY ADOPTER<br />GENERAL POPULATION(Excludes early adopters)<br />
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  55. 55. CONSUMER BENEFITS<br />Enjoys new types of convenience<br />Expends low effort for relevant messages<br />Receives real-time incentives<br />Has a device-synced experience flow<br />Acts immediately on inspiration<br />
  56. 56. BRAND BENEFITS<br />Build brand equity and drive revenue at every touch point<br />
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  59. 59. THANK YOU.<br />KELLY MOONEY, CEO<br />Resource Interactive<br />

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