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Онлайн търговия 101бъдещето на търговията
powered by Imagga                    2
Team                                                                                                                 Hrist...
Кратка история   онлайн търговия
1979Michael Aldrichизобретява онлайнпазаруването свързвайкимодифициран телевизор скомпютър осъществяващтранзакциите посред...
1990  Tim Berners-LeeПървият браузърWorldWideWeb.
1994Netscape ератаNetscape NavigatorPizza Hut започва да продаваонлайнОнлайн продажба на цветя иабонаменти за списания
1995Jeff BezosЗапочва сагата Amazon - най-успешния онлайн магазин всветаAuction Web - първото име наeBay - основан от Pier...
image source: GDS Infographics - http://www.flickr.com/photos/gdsdigital/2000            The year of the DOT-COM Burst
2002eBay купува PayPalЦената на придобиването е$1,5 B.
2009Amazon присобиваZappos.comЦената на придобиването е$928 M.
2010Възходът на GrouponGroupon отхвърля оферта от$6 B от Google.
2010   $173 млрд. + 9% спрямо 2009
В България1999 - BgStore, Books.bg –първи интернет книжарници1999 - 911.bg – платформа запродажба1999 - GET.BG първи онлай...
Social Commerce   Selling with Social Media
Social CommerceSocial commerce is a subset ofelectronic commerce thatinvolves using social media,online media that support...
Много пари, бързо!   да слезем на земята
Първата проджба?   Интернет въобще - Стинг
Първата проджба?   Facebook
Ангажираност   преди, по време и след
На кого вярваме   Nielsen Global Online
Два подхода   онлайн присъствие
6 SMC инструментарейтинг и ревютапрепоръкифоруми и общностисоциално пазаруванегрупово пазаруванесподолено пазаруване
THE SIX DIMENSIONS    TO SOCIAL COMMERCE SUCCESS           1. SCARCITY           2. AFFINITY         3. RECIPROCITY       ...
#1. SCARCITY LESS IS MORE (PERCEIVED VALUE)
Frederick the GreatPRUSSIA, 1774Effectively re-branded the Potato by making it a ‘scarce’ Royal delicacy
Christian LouboutinLimited Edition BarbieExclusive Collector’s Dolls
@DellOutlet$6.5m Twitter RevenueExclusive Discounts and Snap Promotions
GROUPONWorld’s largest ‘Group Buy’ Platform
POP-UP ONLINE STORESLucky Magazine and HSN create 48-hr exclusive Facebook shop
FACEBOOK DEALS (MOBILE)Geo-located local deal promotions have huge expectations for 2011Gap offered 10,000 free jeans to t...
#2. AFFINITY SHOP WITH LIKE-MINDED PEOPLE
Dell SwarmGroup Buy for technologyDaily deals for Dell bargain hunters
Levi’s Friends Store‘Shop Together’Real-time Global Shared Shopping Functionality
PingApple’s Social Network
Connecting 160m iTunes Customers1m sign-ups in first 48-hrs
#3. RECIPROCITY     PAY BACK FAVOURS
Adidas Outlet StoreMember Get Member Social CouponsEarn free shoes by inviting friends in
Fiesta MovementFord’s Social Commerce Experiment (2009)100 free cars in return for monthly YouTube posts11,000 videos, 15,...
Starbucks foursquareNational ‘Mayor Offer’ (USA) Loyalty Programme$1 off each drink for all Starbucks foursquare Mayors na...
Toys R UsToyologistsConsumer panel of (free) toy reviewers on Facebook, Twitter and YouTube
#4. POPULARITY    FOLLOW THE CROWD
P&G Amazon Facebook StoreSelling 1,000 products an hour (direct to consumers)Top 29 brands from Always to Zest
The undisputed Kings (and Inventors) of Social CommerceLeading the way since 1995 (£24.5bn turnover, 2009)
BurberryArt of the TrenchBecome a trench coat model (200,000 visitors week-1; 5m to date)
#5. AUTHORITY  FOLLOW THE LEADER (EXPERTS)
vente-privee.comExclusive private club for curated designer brand discounts40,000 orders per day; $1.1bn Sales; $70m profit
AppleExpert Discussion ForumsHosting and feeding a platform for thousands of Apple ‘experts’
French ConnectionYoutique (YouTube) – “Plinking”Expert fashion videos with annotated ‘Buy’ buttons
#6. CONSISTENCY     ONE STEP AT A TIME
BlendtecWill it Blend (YouTube)Smiling is consistent with liking, liking is consistent with buying130,000,000 videos viewe...
Starbucksmy STARBUCKS IDEAFeedback is consistent with caring, caring is consistent with loyaltyConsistent Customer Focus: ...
f-commerceFacebook Stores (and storefronts)‘Get It First’ VIP Store, discounts and exclusives for Facebook Fans
f-commerceSoftware suppliers creating integrated Facebook storesE.g. Alvenda; Usablenet; Milyoni; Payvment;
SUMMARY7 KEY POINTERS for 2011     1.   EXPERIMENT - START SELLING ON SOCIAL PLATFORMS     2.   ADD MOBILE (SHARING) INTO ...
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Електронна търговия, развитие в България

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Кратък преглед на електорнната търговия, развитие в България

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Електронна търговия, развитие в България

  1. 1. Онлайн търговия 101бъдещето на търговията
  2. 2. powered by Imagga 2
  3. 3. Team Hristo Georgiev Georgi Kadrev Marketing Director CEO Sofia, Bulgaria Sofia, Bulgaria Pavel Andreev Creative Director Sofia, Bulgaria Dr Stavri Nikolov Technology Advisor Georgios Tziralis Seville, Spain OF representative Athens, Greece Board of AdvisorsAll trademarks used on this slide are property of their respective owners. 3
  4. 4. Кратка история онлайн търговия
  5. 5. 1979Michael Aldrichизобретява онлайнпазаруването свързвайкимодифициран телевизор скомпютър осъществяващтранзакциите посредствомтелефонна линия
  6. 6. 1990 Tim Berners-LeeПървият браузърWorldWideWeb.
  7. 7. 1994Netscape ератаNetscape NavigatorPizza Hut започва да продаваонлайнОнлайн продажба на цветя иабонаменти за списания
  8. 8. 1995Jeff BezosЗапочва сагата Amazon - най-успешния онлайн магазин всветаAuction Web - първото име наeBay - основан от PierreOmidyar
  9. 9. image source: GDS Infographics - http://www.flickr.com/photos/gdsdigital/2000 The year of the DOT-COM Burst
  10. 10. 2002eBay купува PayPalЦената на придобиването е$1,5 B.
  11. 11. 2009Amazon присобиваZappos.comЦената на придобиването е$928 M.
  12. 12. 2010Възходът на GrouponGroupon отхвърля оферта от$6 B от Google.
  13. 13. 2010 $173 млрд. + 9% спрямо 2009
  14. 14. В България1999 - BgStore, Books.bg –първи интернет книжарници1999 - 911.bg – платформа запродажба1999 - GET.BG първи онлайнхипермаркет2010 - 50 - 100 М BGN и над3000 онлайн магазина
  15. 15. Social Commerce Selling with Social Media
  16. 16. Social CommerceSocial commerce is a subset ofelectronic commerce thatinvolves using social media,online media that supports socialinteraction and usercontributions, to assist in theonline buying and selling ofproducts and services.
  17. 17. Много пари, бързо! да слезем на земята
  18. 18. Първата проджба? Интернет въобще - Стинг
  19. 19. Първата проджба? Facebook
  20. 20. Ангажираност преди, по време и след
  21. 21. На кого вярваме Nielsen Global Online
  22. 22. Два подхода онлайн присъствие
  23. 23. 6 SMC инструментарейтинг и ревютапрепоръкифоруми и общностисоциално пазаруванегрупово пазаруванесподолено пазаруване
  24. 24. THE SIX DIMENSIONS TO SOCIAL COMMERCE SUCCESS 1. SCARCITY 2. AFFINITY 3. RECIPROCITY 4. POPULARITY 5. AUTHORITY 6. CONSISTENCY
  25. 25. #1. SCARCITY LESS IS MORE (PERCEIVED VALUE)
  26. 26. Frederick the GreatPRUSSIA, 1774Effectively re-branded the Potato by making it a ‘scarce’ Royal delicacy
  27. 27. Christian LouboutinLimited Edition BarbieExclusive Collector’s Dolls
  28. 28. @DellOutlet$6.5m Twitter RevenueExclusive Discounts and Snap Promotions
  29. 29. GROUPONWorld’s largest ‘Group Buy’ Platform
  30. 30. POP-UP ONLINE STORESLucky Magazine and HSN create 48-hr exclusive Facebook shop
  31. 31. FACEBOOK DEALS (MOBILE)Geo-located local deal promotions have huge expectations for 2011Gap offered 10,000 free jeans to the first 10,000 check-ins (then 40% off)
  32. 32. #2. AFFINITY SHOP WITH LIKE-MINDED PEOPLE
  33. 33. Dell SwarmGroup Buy for technologyDaily deals for Dell bargain hunters
  34. 34. Levi’s Friends Store‘Shop Together’Real-time Global Shared Shopping Functionality
  35. 35. PingApple’s Social Network
  36. 36. Connecting 160m iTunes Customers1m sign-ups in first 48-hrs
  37. 37. #3. RECIPROCITY PAY BACK FAVOURS
  38. 38. Adidas Outlet StoreMember Get Member Social CouponsEarn free shoes by inviting friends in
  39. 39. Fiesta MovementFord’s Social Commerce Experiment (2009)100 free cars in return for monthly YouTube posts11,000 videos, 15,000 tweets, 11m social visitors, 5m shares, 50,000 enquiries, 38% awareness (Gen-Y)
  40. 40. Starbucks foursquareNational ‘Mayor Offer’ (USA) Loyalty Programme$1 off each drink for all Starbucks foursquare Mayors nationwide
  41. 41. Toys R UsToyologistsConsumer panel of (free) toy reviewers on Facebook, Twitter and YouTube
  42. 42. #4. POPULARITY FOLLOW THE CROWD
  43. 43. P&G Amazon Facebook StoreSelling 1,000 products an hour (direct to consumers)Top 29 brands from Always to Zest
  44. 44. The undisputed Kings (and Inventors) of Social CommerceLeading the way since 1995 (£24.5bn turnover, 2009)
  45. 45. BurberryArt of the TrenchBecome a trench coat model (200,000 visitors week-1; 5m to date)
  46. 46. #5. AUTHORITY FOLLOW THE LEADER (EXPERTS)
  47. 47. vente-privee.comExclusive private club for curated designer brand discounts40,000 orders per day; $1.1bn Sales; $70m profit
  48. 48. AppleExpert Discussion ForumsHosting and feeding a platform for thousands of Apple ‘experts’
  49. 49. French ConnectionYoutique (YouTube) – “Plinking”Expert fashion videos with annotated ‘Buy’ buttons
  50. 50. #6. CONSISTENCY ONE STEP AT A TIME
  51. 51. BlendtecWill it Blend (YouTube)Smiling is consistent with liking, liking is consistent with buying130,000,000 videos viewed; Home blender sales increased +700% since 2006
  52. 52. Starbucksmy STARBUCKS IDEAFeedback is consistent with caring, caring is consistent with loyaltyConsistent Customer Focus: using Social as an Ideas Platform to improve the product and service
  53. 53. f-commerceFacebook Stores (and storefronts)‘Get It First’ VIP Store, discounts and exclusives for Facebook Fans
  54. 54. f-commerceSoftware suppliers creating integrated Facebook storesE.g. Alvenda; Usablenet; Milyoni; Payvment;
  55. 55. SUMMARY7 KEY POINTERS for 2011 1. EXPERIMENT - START SELLING ON SOCIAL PLATFORMS 2. ADD MOBILE (SHARING) INTO YOUR SOCIAL MIX 3. IMPLEMENT SOCIAL PLUG-INS e.g. FACEBOOK ‘LIKE’ 4. UP-SELL WITH REVIEWS AND RECOMMENDATIONS 5. INTEGRATE ‘CHAT’ SO FRIENDS CAN SHOP TOGETHER 6. MAKE YOUR WEBSITE THE SOCIAL FLAGSHIP 7. BRING YOUR OFFLINE BRAND EXPERIENCE ONLINE

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