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CES 2015: Top Trends in Digital Commerce

As many different products and environments get smarter, there are inevitable implications on how consumers find out about, research or purchase products.
In this SlideShare presentation, we have highlighted some of the most interesting trends related to digital commerce.

CES 2015: Top Trends in Digital Commerce

  1. Master PowerPoint Template MASTER TEMPLATE & USER GUIDE
  2. Many of the innovations from CES 2015 will impact how consumers discover, research and order products. In this short presentation, we have summarized the trends we have seen that will impact digital commerce and provided recommendations on how to tap into them. Some are happening now. Others occur in the near future. But all of them are pretty cool! 2
  3. SUMMARY OF DIGITAL COMMERCE TRENDS 3 01 Content Marketing Will Connect to Commerce 02 Referral Services Will Become a Purchase Gateway 03 Connected TV Ads Are Enabling Transactions 04 3D Printing Changes the Role of Retailers/Manufacturers 05 Facial Recognition Streamlines and Secures Experiences 06 Consumers and Retailers Are Seeing Value in Bitcoin
  4. CONTENT MARKETING WILL CONNECT TO COMMERCE The Perfect Bake Smart Baking product is a kit that includes a food scale, mixing bowls and an app with hundreds of recipes. The scale and the specific instruction via the app bring a new level of precision to cooking (i.e. the number of chocolate chips needed based on the number of cookies you plan to bake). This level of specific instruction is useful for those that want the perfect meal, or just don’t like cooking on the fly. As the company grows and partners with third- party content providers for recipes, they could start to provide specific recommendations about what to buy, where to buy it, etc. Think of it as the next iteration of a recommendation engine, where data is telling consumers precisely what they need. In this case, smart grocers or CPG brands could build a creative content partnership that leads to in-store sales. 4 TREND SNAPSHOT EXAMPLE – PERFECT BAKE SMART BAKING
  5. REFERRAL SERVICES WILL BECOME A PURCHASE GATEWAY Samsung announced a premium service as part of the SmartThings product line that will notify customers about a variety of factors related to their home environment. One of the features of this service is the ability to escalate an issue. For example, the system might recommend an electrician or plumber who is familiar with the appliance or particular problem you have. This service isn’t limited to addressing problems – it could be predictive. For example, perhaps it would recommend a new product that would save you 20% in your energy bill. It is easy to imagine how this digital service could become a gatekeeper that influences how consumers purchase many other products or services related to the home. 5 TREND SNAPSHOT EXAMPLE – SAMSUNG SMARTTHINGS SERVICE
  6. CONNECTED TV ADS ARE ENABLING TRANSACTIONS BrightLine is a company that brings rich media to TV through interactive TV advertising products. The company unveiled new features for their connected-TV solution, which include geolocation to customize the ad with regionalized pricing, store locators, local deals, and even dynamic content based on current local weather and other addressable messaging. Another new feature enables users to continue their TV ad engagement via mobile by saving onscreen branded looks, recipes, and shopping lists directly to their phone from the TV ad experience. Once a user clicks on a pre-roll ad, they see a customized microsite experience. In this example for Home Depot, users send a project shopping list to their mobile device or find a local workshop to finish up projects before the holiday season. In other examples, users make a direct purchase via TV or handset. 6 TREND SNAPSHOT EXAMPLE –BRIGHTLINE AD FOR HOME DEPOT
  7. 3D PRINTING CHANGES THE ROLE OF RETAILERS/MANUFACTURERS Airwolf and Intel both showcased dresses created entirely by 3D printed parts. While these are clearly concept pieces that still require a great deal of effort (and sewing) to develop, it is inevitable that many sectors will be impacted as it becomes more cost effective for consumers to print their own goods. This could affect digital commerce in a few ways: •  The value of products may shift from the physical product to the design and plans, which brands may begin to sell to interested customers. •  Companies will shift to selling new services as individual printers or smaller companies leveraging 3D printers disrupt their sector. •  A whole new array of challenges and opportunities will develop related to shipping, return policies, customer service and other channel fulfillment issues. 7 TREND SNAPSHOT EXAMPLE – AIRWOLF 3D PRINTED DRESS
  8. FACIAL RECOGNITION STREAMLINES AND SECURES EXPERIENCES Intel Security released an app that uses facial recognition to access websites, reducing the reliance on passwords that can be hijacked or forgotten. While this has not yet been used in an online storefront or shopping cart setting, this idea could help provide greater security in the commerce process, while also helping streamline the login, search and checkout experience. 8 TREND SNAPSHOT EXAMPLE – INTEL TRUE KEY APP
  9. CONSUMERS AND RETAILERS ARE SEEING VALUE IN BITCOIN Several companies in the Bitcoin ecosystem participated in the “World of Bitcoin” exhibit at CES 2015. Their attendance at the event, significant media coverage and the high profile partnerships announced between processors like BitPay and big brands like Microsoft are all helping consumers gain confidence in the currency. Benefits for retailers include zero transaction fees, greater security against fraud and it makes their brand appear innovative. Adoption by retailers will likely grow as consumer usage increases, and as plug-ins for common commerce platforms continue to be developed. 9 TREND SNAPSHOT EXAMPLE – BITPAY PAYMENT GATEWAY
  10. RECOMMENDATIONS FOR MARKETERS & COMMERCE LEADS 10 Smart home and smart car environments are using data to improve convenience, performance and experiences. Brands that currently look to paid media programs to drive digital commerce should start to think about the potential to use the proactive recommendations from automation to drive leads. Start by monitoring the capabilities of new home management services from SmartThings (Samsung) and other companies. CONSIDER AUTOMATION A SOURCE OF REFERRALS If you are already investing in TV advertising, consider the capabilities of web-enabled TV and explore whether your customer base is among the early adopters of these televisions. The potential for more immersive and interactive advertising, specific targeting and integration of on-screen and mobile experiences, makes this an interesting platform to help drive conversion and attribute TV media to a transaction. EXPLORE THE ROLE OF CONNECTED TVS IN YOUR PURCHASE PROCESS While mainstream 3D printing of goods is a bit further out into the future, all brands should be closely watching the emergence of affordable printing products, as well as tracking the services that are taking off. Stay on top of what product specs are most downloaded on 3D printing sites, what replacement parts are being printed and what smaller companies are emerging that do custom product printing. GET FAMILIAR WITH 3D PRINTING PRODUCT AND SERVICE TRENDS Technologies that make the transaction process more secure or give customers more options (like Bitcoin processing) don’t have a low risk, and will help you stay ahead of the curve on what customers will eventually expect. Invest in the resources to identify which technologies are worth exploring and then identify whether your business should be an early adopter. INVEST NOW IN EMERGING TECHNOLOGIES TO ENHANCE DIGITAL COMMERCE
  11. 11 About Rosetta Rosetta is an agency focused on Customer Engagement. We connect rich data, engaging experiences and robust technologies to create meaningful customer relationships that drive business impact. If you have questions about these trends or want to discuss what they might mean for your own business, drop us a note at Rosetta.com/contact. Follow us at @RosettaMktg or our blog, Currents.Rosetta.com
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