Shift Happens! (WorldNet preso)

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The shift to multi-channel online retailing - from pure eCommerce to also embrace mobile & social payments. Given by John Clarke of WorldNet at the Shift Happens! event, held in the Guinness Storehouse, Dublin, on 5th May 2011.

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Shift Happens! (WorldNet preso)

  1. 1. “ The way I like to put it is, the answer should always be mobile first”. Eric Schmidt, Chairman, Google. “ If I had to guess, social commerce is the next area to really blow up”. Mark Zuckerberg, founder, Facebook.
  2. 2. The “four pillars” of Online Commerce Mail Order/Telephone Order eCommerce Mobile Commerce Social Commerce
  3. 4. No one channel is going to “win” It is the customer who chooses their most convenient channel at each stage
  4. 5. No one channel is going to “win” It is the customer who chooses their most convenient channel at each stage “ The key attraction of online commerce (for 80% of consumers) is the ability to shop ‘whenever I want’ ” "Consumers are consolidating their spending with their favourite multi-channel retailers - meaning being a 'favourite brand' will become increasingly important, and that those without multi-channel propositions may well lose out,“ Retail Strategy Report, PwC April 2011
  5. 6. The Multi Channel Paradox From the customer’s perspective, multichannel is about simplifying their interaction with the merchant; allowing them to interact when they want, via the channel they want, seamlessly.
  6. 7. The Multi Channel Paradox From the customer’s perspective, multichannel is about simplifying their interaction with the merchant; allowing them to interact when they want, via the channel they want, seamlessly. This may increase the complexity for the retailer.
  7. 8. The Multi Channel Paradox From the customer’s perspective, multichannel is about simplifying their interaction with the merchant; allowing them to interact when they want, via the channel they want, seamlessly. This may increase the complexity for the retailer. It is important to view multichannel from the customer’s perspective, and not to implement the solutions that are simplest for the retailer.
  8. 9. What’s in a name? An aside on terminology....
  9. 10. What’s in a name? An aside on terminology....
  10. 11. What’s in a name? An aside on terminology....
  11. 12. What’s in a name? An aside on terminology.... Increasing ambiguity....
  12. 13. What’s in a name? An aside on terminology.... Increasing ambiguity....
  13. 14. What’s in a name? An aside on terminology.... Increasing ambiguity....
  14. 15. What’s in a name? An aside on terminology.... Increasing ambiguity.... To retailers – it’s all commerce!
  15. 16. 2010 – “The Year of the Mobile” How often have we heard this before?
  16. 17. 2010 – “The Year of the Mobile” How often have we heard this before?
  17. 18. 2010 – “The Year of the Mobile” How often have we heard this before?
  18. 19. 2010 – “The Year of the Mobile” How often have we heard this before?
  19. 20. 2010 – “The Year of the Mobile” How often have we heard this before?
  20. 21. 2010 – “The Year of the Mobile” How often have we heard this before?
  21. 22. 2010 – “The Year of the Mobile” How often have we heard this before?
  22. 23. 2010 – “The Year of the Mobile” How often have we heard this before?
  23. 24. Putting “commerce” into “mCommerce” – an iPhone example <ul><li>How can you make a payment within an iPhone App? </li></ul><ul><li>Mainly via an iTunes account, and “one click” payment </li></ul><ul><ul><li>Linked back to a traditional credit/debit card </li></ul></ul><ul><ul><li>Reliable, fast & secure payment solution for consumers </li></ul></ul>
  24. 25. Putting “commerce” into “mCommerce” – an iPhone example <ul><li>How can you make a payment within an iPhone App? </li></ul><ul><li>Mainly via an iTunes account, and “one click” payment </li></ul><ul><ul><li>Linked back to a traditional credit/debit card </li></ul></ul><ul><ul><li>Reliable, fast & secure payment solution for consumers </li></ul></ul><ul><li>Apple takes a hefty cut of any transaction sale (30% to 40%), which has a major limitation on the type of goods that can be sold </li></ul><ul><li>Might work for selling digital goods, but how to sell physical goods, or services? </li></ul>
  25. 26. Putting “commerce” into “mCommerce” – an iPhone example <ul><li>How can you make a payment within an iPhone App? </li></ul><ul><li>Mainly via an iTunes account, and “one click” payment </li></ul><ul><ul><li>Linked back to a traditional credit/debit card </li></ul></ul><ul><ul><li>Reliable, fast & secure payment solution for consumers </li></ul></ul><ul><li>Apple takes a hefty cut of any transaction sale (30% to 40%), which has a major limitation on the type of goods that can be sold </li></ul><ul><li>Might work for selling digital goods, but how to sell physical goods, or services? </li></ul><ul><li>Allow merchants to embed payments into their apps, to go directly to an Acquirer, rather than through Apple </li></ul><ul><li>A “hosted payment page” for the mobile commerce </li></ul>
  26. 27. In fact, here’s one I prepared earlier:
  27. 35. What will Steve do?
  28. 36. What will Steve do? <ul><li>App submitted to Apple this week </li></ul><ul><li>We don’t have a formal position from Apple </li></ul><ul><li>There are examples of this already: </li></ul><ul><ul><li>Embedded payments already available with Amazon on the iPad </li></ul></ul><ul><ul><li>PayPal solution for PayPal accounts </li></ul></ul>
  29. 37. What will Steve do? <ul><li>App submitted to Apple this week </li></ul><ul><li>We don’t have a formal position from Apple </li></ul><ul><li>There are examples of this already: </li></ul><ul><ul><li>Embedded payments already available with Amazon on the iPad </li></ul></ul><ul><ul><li>PayPal solution for PayPal accounts </li></ul></ul><ul><li>Never a good idea to try and eat Steve’s lunch! </li></ul><ul><li>Focus on those goods & services that are not traditionally sold via the AppStore (physical goods, tickets, services) </li></ul>
  30. 38. What will Steve do? <ul><li>App submitted to Apple this week </li></ul><ul><li>We don’t have a formal position from Apple </li></ul><ul><li>There are examples of this already: </li></ul><ul><ul><li>Embedded payments already available with Amazon on the iPad </li></ul></ul><ul><ul><li>PayPal solution for PayPal accounts </li></ul></ul><ul><li>Never a good idea to try and eat Steve’s lunch! </li></ul><ul><li>Focus on those goods & services that are not traditionally sold via the AppStore (physical goods, tickets, services) </li></ul><ul><li>It is an evolving situation. But Apple are no longer the only game in town. </li></ul>
  31. 39. 2011 – “The Year of Social” Which social networks to focus on? All the building blocks are currently in place. Retailers are setting up shop & selling on Facebook - some on an exclusive basis - but normally as one element of a multi-channel approach What are the factors that make sCommerce appropriate to your mix? - B2C, not B2B - age of customers - .... Social Commerce can learn from the “metaphors” that have developed over the last 15 years of eCommerce, and more recently in mCommerce
  32. 40. Social Commerce – Here’s one I prepared earlier
  33. 48. Multi Channel - In Summary Remember your four pillars, and determine the mix that is right for you.
  34. 49. Multi Channel - In Summary Remember your four pillars, and determine the mix that is right for you. Think from the customers perspective, not the retailers – make it simple for them.
  35. 50. Multi Channel - In Summary Remember your four pillars, and determine the mix that is right for you. Think from the customers perspective, not the retailers – make it simple for them. Learn from your eCommerce experience
  36. 51. Multi Channel - In Summary Remember your four pillars, and determine the mix that is right for you. Think from the customers perspective, not the retailers – make it simple for them. Learn from your eCommerce experience Don’t ignore it - get a multichannel strategy!
  37. 52. www.worldnettps.com

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