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ECOMMERCE
PAST MEETS THE FUTURE
LYUBO CHOLAKOV
MANAGING DIRECTOR, ISOBAR COMMERCE
3
Our offering
We deliver digital transformation — powered by creativity — creating experiences that unlock
the digital potential of businesses and brands through:
Building brands and experiences
that engage customers
Digital Marketing
Constructing holistic systems
that define businesses and
brands
Digital Ecosystems
Creating new offerings that
generate value
Digital Products
4
Our accolades
We are globally recognised as industry leaders.
Strong performer in The
Forrester Wave: Digital
Experience Service Providers,
2017
A Leader on Gartner’s Magic
Quadrant for Digital Marketing
Agencies in 2014, 15, 16
Named by Forrester as one of
the Top 10 Innovation Agencies
5
Our consultancy and practices
Our consultancy expertise and market-leading practices ensure excellence in our end-to-end
service offering. We deliver incredible experiences through the creative use of digital, bringing
inspiration & commercial interaction closer together through brand commerce solutions.
Marketing Intelligence Omni-Channel CommerceBusiness Transformation
Powered by data, technology &
platforms
6
Our relationships
Client in EMEA, developing digital
campaigns to support Google’s
product portfolio
Client in NA, EMEA & APAC,
providing social, digital production,
digital OOH, creative and digital
strategy
Client in EMEA, LATAM & APAC,
providing digital media, web dev,
and digital production
Client in US & EMEA, providing
digital strategy and site development
Isobar is the lead digital agency in
EMEA & APAC, driving strategy &
full service digital solutions
Client in NA, EMEA & APAC,
providing digital media, strategy,
social, creative and production
Working at both a global and local
level on all digital activity across the
different business units
Client in APAC, providing digital
strategy and retail innovation
Client in NA, EMEA & APAC,
providing full digital creative services
and leading digital innovation
Client in EMEA & APAC, providing
digital campaigns, social, content
OOH & digital production
7
what is the state of
ecommerce today?
where are we
heading?
A Borderless Economy
Global cross-border B2C trade will more than double to reach $424 billion
by 2021, taking in increasing share of online commerce, rising from 12% in
2015 to 15% in 2021. (Forrester, 2016 May)
10
making commerce more intelligent
13
By 2019 there may be a few 100 million Voice First
devices and we are just getting started….
Source: Gap Gemini
Digital Disruption Barometer
The barometer shows the percentage of executives surveyed who responded that their
business might be moderately or massively disrupted by digital in the next 12 months, broken
down by industry.
L E G A C Y
I N C U M B E N T
M ARKET LEADERS
TO BE DI SRUPTED
UNI CO RNS W I TH
DI SRUPTO R
MI NDSET
START- UPS AS
DI SRUPTO RS
N EW
IN C U MB EN T
D ISR U PTOR
16
Riding the wave of new tech trends
Making a better product
NOT
A different business model
Inadequately served market
Creating value where incumbents cant
Creating Experience…..IS
Digital Disruption:
Need | Efficiency | Experience
Efficiency ExperienceNeed
Efficiency ExperienceNeed
20
The average rate paid for an Airbnb unit
was 25% higher than the average hotel rate.
#experienceeconomy
2003 2015 2020
0.5B 12B 100B
Mobile but Mobility First
Adaptive
Communication
Dissatisfied
with ability
to find
products via
search
Have
abandoned
shopping
carts
Not satisfied
with level
of product
detail
88% 41% 27%
Comscore March 2015 Global online shopper study
consumers want a better experience
Experience Utility
“Satisficing”
Not optimal, but good enough
Herbert Simon (Nobel-laureate)
borderless
voice
cognitive
experience
borderless
voice
cognitive
experience
trust
talk to each other
know your customers
long-term engagement
PAST IS THE FUTURE
AT AN INCREDIBLE SPEED
Welcome to eCommCongress 2018

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Past meets future in e-commerce - Lyubomir Cholakov @ eCommCongress 2018

  • 1. ECOMMERCE PAST MEETS THE FUTURE LYUBO CHOLAKOV MANAGING DIRECTOR, ISOBAR COMMERCE
  • 2.
  • 3. 3 Our offering We deliver digital transformation — powered by creativity — creating experiences that unlock the digital potential of businesses and brands through: Building brands and experiences that engage customers Digital Marketing Constructing holistic systems that define businesses and brands Digital Ecosystems Creating new offerings that generate value Digital Products
  • 4. 4 Our accolades We are globally recognised as industry leaders. Strong performer in The Forrester Wave: Digital Experience Service Providers, 2017 A Leader on Gartner’s Magic Quadrant for Digital Marketing Agencies in 2014, 15, 16 Named by Forrester as one of the Top 10 Innovation Agencies
  • 5. 5 Our consultancy and practices Our consultancy expertise and market-leading practices ensure excellence in our end-to-end service offering. We deliver incredible experiences through the creative use of digital, bringing inspiration & commercial interaction closer together through brand commerce solutions. Marketing Intelligence Omni-Channel CommerceBusiness Transformation Powered by data, technology & platforms
  • 6. 6 Our relationships Client in EMEA, developing digital campaigns to support Google’s product portfolio Client in NA, EMEA & APAC, providing social, digital production, digital OOH, creative and digital strategy Client in EMEA, LATAM & APAC, providing digital media, web dev, and digital production Client in US & EMEA, providing digital strategy and site development Isobar is the lead digital agency in EMEA & APAC, driving strategy & full service digital solutions Client in NA, EMEA & APAC, providing digital media, strategy, social, creative and production Working at both a global and local level on all digital activity across the different business units Client in APAC, providing digital strategy and retail innovation Client in NA, EMEA & APAC, providing full digital creative services and leading digital innovation Client in EMEA & APAC, providing digital campaigns, social, content OOH & digital production
  • 7. 7 what is the state of ecommerce today? where are we heading?
  • 8.
  • 9. A Borderless Economy Global cross-border B2C trade will more than double to reach $424 billion by 2021, taking in increasing share of online commerce, rising from 12% in 2015 to 15% in 2021. (Forrester, 2016 May)
  • 10. 10 making commerce more intelligent
  • 11.
  • 12.
  • 13. 13 By 2019 there may be a few 100 million Voice First devices and we are just getting started….
  • 14. Source: Gap Gemini Digital Disruption Barometer The barometer shows the percentage of executives surveyed who responded that their business might be moderately or massively disrupted by digital in the next 12 months, broken down by industry.
  • 15. L E G A C Y I N C U M B E N T M ARKET LEADERS TO BE DI SRUPTED UNI CO RNS W I TH DI SRUPTO R MI NDSET START- UPS AS DI SRUPTO RS N EW IN C U MB EN T D ISR U PTOR
  • 16. 16 Riding the wave of new tech trends Making a better product NOT A different business model Inadequately served market Creating value where incumbents cant Creating Experience…..IS
  • 17. Digital Disruption: Need | Efficiency | Experience
  • 20. 20 The average rate paid for an Airbnb unit was 25% higher than the average hotel rate.
  • 25. Dissatisfied with ability to find products via search Have abandoned shopping carts Not satisfied with level of product detail 88% 41% 27% Comscore March 2015 Global online shopper study consumers want a better experience
  • 26. Experience Utility “Satisficing” Not optimal, but good enough Herbert Simon (Nobel-laureate)
  • 28. borderless voice cognitive experience trust talk to each other know your customers long-term engagement
  • 29.
  • 30. PAST IS THE FUTURE AT AN INCREDIBLE SPEED

Editor's Notes

  1. Our world is moving forward in an incredible speed.
  2. Digital – The Power of Innovation Digital disruption is taking place with incredible speed beyond our comprehension. Everyday, new platforms, new consumer experiences, and new formats of content are created. Today, we witness business and communication transformed by digital. Tomorrow, digital will no longer be a differentiator but the norm. How will digital fundamentally change the way we create, consume, and relate to brands? What could be the opportunities we have in this time of change?
  3. Strong performer in The Forrester Wave: Digital Experience Service Providers, 2017: Isobar shows particular strength in customer experience strategy, design, customer data management, and technology.
  4. Digital is accelerating faster than ever, and change happens in China first with the rest of the world following.
  5. Global cross-border B2C eCommerce will more than double over the next five years to reach $424 billion by 2021. China drives this growth; its share of the online cross-border market will grow from 27% in 2015 to 40% in 2021. Cross-border sales will take an increasing share of online commerce, rising from 12% in 2015 to 15% in 2021. This report considers the growth and drivers of cross-border commerce by country and analyzes the major axes of cross-border trade worldwide and across Asia Pacific, Europe, and North America in particular. The report helps retailers understand what drives consumers to shop across borders and how this may change over time. 2016 May 3 (Forrester)
  6. In 10 Years You Will Do More Talking And Less Typing I have stated for quite some time that 50% of all human interaction with computers will be through voice-assisted AI in the next ten years [2]. I went on to say: “What if we didn’t need to learn arcane commands? What if you could use the most effective and powerful communication tool ever invented? This tool evolved over millions of years and allows you to express complex ideas in very compact and data dense ways yet can be nuanced to the width of a hair. What is this tool? It is our voice… The last 60 years of computing, humans were adapting to the computer. The next 60 years the computer will adapt to us. It will be our voices that will lead the way; it will be a revolution." The Humble Echo Beginnings: “Lets Build A Self-Contained Talking Book Appliance”gt Alexa operates via discrete programs called skills. When the first Echo shipped in late 2014, it had about 20 skills. Today there are over 5,200 skills with over 100 new skills now added per day. A skill allows Alexa to interact with a particular domain, such as the Domino's Pizza skill that allows for a direct ordering system with the company and the customer via Alexa. A skill can be viewed as a combination of an app and a website with highly organized keywords and actions
  7. MAKE UNEXPECTED CONNECTIONS
  8. MAKE UNEXPECTED CONNECTIONS
  9. Hotel industry lost $500 million Airbnb has more supply than Marriott/Starwood The average rate paid for an Airbnb unit was $148.42, which is 25 percent higher than the average hotel rate of $119.11. The number of compression nights (hotels make 35-70% premiums in sold-out nights) declined in 2015, even as US hotel occupancy hit record highs.
  10. And its being spurred on by the huge growth in connected devices - the 3rd wave of the internet. It’s strange to think that when VJ was a fledgling business, there were 500m computers connected to the internet. That’s increased to over 12B devices today and estimates to grow to 100B by 2020. 100B devices. An average of 12 devices per human.
  11. Macro: new tech + transparency/ trust+ efficiency (IBM Watson, Amazon Elexa, DT’ and Breixt’s Data + IAB/PG++, Commerce in APAC 2020)- we are moving into a new era, we need to learn how to communicate with machine and machine will dictate a lot on our reality, faster transaction, borderless commerce, little confidence in distributor, machine replace human relay.
  12. Happiness in decision making Satisficing by Herbert Simon (American Nobel Prize Winnder) One of the fundations of productive human behavior, we don’t waste time on decisions that don’t matter, we don’t water time trying to find improvement that are not going to make a significant difference in our happiness or satisfaction. What does 'Satisficing' mean Satisficing is a decision-making strategy that aims for a satisfactory or adequate result, rather than the optimal solution. This is because aiming for the optimal solution may necessitate needless expenditure of time, energy and resources. The term "satisfice" was coined by American scientist and Noble-laureate Herbert Simon in 1956. BREAKING DOWN 'Satisficing' The theory of satisficing finds application in a number of fields including economics, artificial intelligence and sociology. Satisficing implies that a consumer, when confronted with a plethora of choices for a specific need, will select a product or service that is "good enough", rather than expending effort and resources on finding the best possible or optimal choice.
  13. Create a fertile place where ideas can flourish On a large scale that’s a question for a department or a company or a society But on a smaller scale, I just want to talk about you. And how I think you can best prepare your mind. What discipline can you put in place to make your mind more fertile, more likely to grow ideas, to harvest bigger and bigger creative thoughts?
  14. Create a fertile place where ideas can flourish On a large scale that’s a question for a department or a company or a society But on a smaller scale, I just want to talk about you. And how I think you can best prepare your mind. What discipline can you put in place to make your mind more fertile, more likely to grow ideas, to harvest bigger and bigger creative thoughts?
  15. Our world is moving forward in an incredible speed.