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.

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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!
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3. SUMMARY OF DIGITAL COMMERCE TRENDS
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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.
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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.
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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.
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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.
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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.
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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.
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EXAMPLE – BITPAY PAYMENT GATEWAY

10. RECOMMENDATIONS FOR MARKETERS & COMMERCE LEADS
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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

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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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