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Zia Widger, Forrester Research

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Apresentação da especialista Zia Widger, da Forrester Research, sobre e-commerce na palestra para o 1º Ciclo de Encontros do Marketing Revolution.

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Zia Widger, Forrester Research

  1. 1.
  2. 2. Five Things eBusinesses Must Do Well In Order to Succeed<br />Zia Daniell Wigder<br />Principal Analyst, Research Director<br />August 2011<br />
  3. 3. The Internet is changing the lives of everyone around the globe<br />
  4. 4. The biggest online user growth over the next few years will come from developing markets<br />Source: Forrester Research World Online Population Forecast, 2010 To 2014 (Global)<br />
  5. 5. Brazilian online retail revenues are forecasted to increase by $2 billion<br />
  6. 6. eCommerce growth is outpacing traditional retail revenues<br />Source: Forrester Research Online Retail Forecast, 2009 To 2014 (US)<br />
  7. 7. Leading eBusinesses are tackling the following five issues head-on<br />
  8. 8. Issue #1<br />We have structured our eBusiness organization to succeed<br />
  9. 9. eBusiness professionals should ask themselves a list of questions<br />
  10. 10. eBusinesses rate themselves high on teamwork…<br />Base: 95 global eBusiness & channel strategy professionals<br />Source: December 2009 Global eBusiness & Channel Strategy Professional Online Panel Survey;<br />April 2010 “Trends 2010: eBusiness Teams Reorganize”<br />
  11. 11. …but need more resources and IT support<br />Base: 95 global eBusiness & channel strategy professionals<br />Source: December 2009 Global eBusiness & Channel Strategy Professionals Online Panel Survey<br />
  12. 12. Senior management support of eBusiness is lacking<br />Base: 95 global eBusiness & channel strategy professionals<br />Source: December 2009 Global eBusiness & Channel Strategy Professionals Online Panel Survey<br />
  13. 13. Issue #2<br />We’re building out multichannel options<br />
  14. 14. It’s no longer enough to think only multichannel – it’s now about touchpoints<br />
  15. 15. The Web’s profitability and growth have made it a top priority for companies<br />Source: Forrester’s November 2010 Global eBusiness & Channel Strategy Professional Online Survey*Please note that the statistics in this figure have been reconfigured to remove those respondents who answered “N/A.”<br />
  16. 16. Those companies with multiple channels are taking advantage of them<br />
  17. 17. However, consistent brand experiences remain a challenge<br />Source: Forrester’s November 2010 Global eBusiness & Channel Strategy Professional Online Survey<br />
  18. 18. CRM and analytics top the list of technology challenges for cross-channel retailers<br />Source: Forrester’s November 2010 Global eBusiness & Channel Strategy Professional Online Survey<br />
  19. 19. Issue #3<br />We’re taking advantage of the social phenomenon in multiple ways<br />
  20. 20. Social networks are incredibly popular globally – just not for shopping at this point<br />Just 7% of US online retailers said social networks were one of their top customer acquisition sources<br />
  21. 21. Ratings and reviews are mainstream, but few eBusinesses are using them to their fullest advantage<br />REI offers a helpful snapshot of all reviews on a product<br />
  22. 22. More companies are moving toward characterizations of reviewers<br />TripAdvisor uses detailed traveler profiles to help visitors identify with reviewers<br />
  23. 23. Manufacturers and retailers alike are enabling community discussion boards<br />TripAdvisor uses detailed traveler profiles to help visitors identify with reviewers<br />
  24. 24. Issue #4<br />We’re prioritizing mobile<br />
  25. 25. Five percent of all Internet sessions globally now involve a mobile device*<br />Mobile commerce in the US alone is expected to reach $25B by 2015, or 6% of all online sales <br />In Brazil, almost one-quarter of mobile device owners access the Internet on their phone at least once a day<br />The iPad is now responsible for 1% of all global Internet traffic (some 2% in the US)*<br />Source: *NetMarketShare, Forrester Research US Mobile Commerce Forecast, Forrester Research Asia-Pacific Consumer Technographics Survey, Q2 2010<br />
  26. 26. For many, mobile marketing is a precursor to mobile commerce<br />Awareness<br />Acquisition<br />Retention<br />Loyalty<br />
  27. 27. Ralph Lauren shows how marketing-focused applications can co-exist with retail-oriented mobile websites<br />iPhone application:Delivers engaging content<br />Mobile websites:E-commerce focus<br />
  28. 28. Tablet commerce must also be taken into consideration<br />Source: Anonymous retailer data on Site Catalyst<br />
  29. 29. Issue #5<br />As manufacturers, we’re prioritizing online sales – and as retailers, we’re optimizing opportunities for our manufacturer partners.<br />
  30. 30. The proportion of consumers who buy directly from manufacturers is growing<br />Source: Channel Intelligence 2010 Referral Site Survey; Channel Intelligence 2010 Referral Site Follow-Up Survey*Source: Channel Intelligence 2008 Referral Site Survey†Source: Channel Intelligence 2006 Referral Site Survey<br />
  31. 31. Manufacturers selling direct span a wide variety of categories<br />
  32. 32. The online store-within-a-store model is becoming popular<br />
  33. 33. Some brands have tight integrations with channel partners <br />
  34. 34. Additionally, manufacturers are taking advantage of the growing number of online marketplaces<br />Source: Amazon.com website<br />
  35. 35. In summary<br />eBusiness professionals must ensure their organization is staffed to support the growth of the online channel<br />Companies are prioritizing multichannel options and thinking about the new customer experience based on touchpoints<br />Social is a huge phenomenon – but don’t make selling through social networks too much of a priority<br />“Like social, love mobile.” This channel requires attention today, not tomorrow<br />The trend of manufacturers selling direct online opens up new opportunities not just for manufacturers, but for retailers, as well<br />
  36. 36. Zia Daniell Wigder<br />+1 212.857.0792<br />zwigder@forrester.com<br />www.forrester.com <br />Thank you<br />

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