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The Big Flip

Bart De Waele
Bart De Waele
Bart De WaeleCEO at Wijs

Flip your e-commerce, brand and marketing post covid.

The Big Flip

1 of 26
Download to read offline
The Big Flip
22.04.2021
The Big Flip
Webinar 22/4/2021.


Share your comments in the chat
room on the right.


Feel free to ask questions - we will
have a Q&A afterwards.


Please participate in the polls!


Recording of this webinar will be
shared afterwards.


Enjoy!
We all know


what happened…
‣ We forcefully changed our habits.


‣ Digital became the norm.


‣ But it’s not just the lockdown - the past year was
but an accelerator for trends already happening.
3
INTRO
4
UK retail sales* excluding grocery (average weekly by month, £bn)
5
What if we try to look ahead?
6
The Big Flip
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The Big Flip

  • 2. The Big Flip Webinar 22/4/2021. Share your comments in the chat room on the right. Feel free to ask questions - we will have a Q&A afterwards. Please participate in the polls! Recording of this webinar will be shared afterwards. Enjoy!
  • 3. We all know what happened… ‣ We forcefully changed our habits. ‣ Digital became the norm. ‣ But it’s not just the lockdown - the past year was but an accelerator for trends already happening. 3 INTRO
  • 4. 4 UK retail sales* excluding grocery (average weekly by month, £bn)
  • 5. 5 What if we try to look ahead?
  • 7. The Big Flip 1. Flip your e-commerc e 2. Flip the intermediaries 3. Flip your brand availability 4. Flip to community commerce 5. Flip to walled gardens 6. Flip to live commerce 7. Flip your brand positioning 8. Flip your logistics 9. Flip your brand content
  • 8. 8 Flip your e-commerce From purely functional to fun shopping. 
 From intent-driven to curiosity-driven. What if we changed e-commerce from the 
 ‘saturday-supermarket-run’ into the ‘fun-girls-day-out’? 1
  • 9. Flip your e-commerce 1 ‘search’ as driving mechanisme mostly desktop research based, take your time not frequent standardised UI preferred driven by ef fi ciency solitary not live Intent driven Curiosity driven ‘entertainment’ as driving mechanisme mostly mobile impulsive daily dynamic, surprising UI driven by ‘achievement’ social livestream
  • 10. 10 Flip the Intermediaries From supermarkets and restaurants distributing your products, to Google/Facebook/Amazon controlling the last mile. 2
  • 11. 11 Instagram is your new shopping mall.
  • 12. 12 Flip the Intermediaries From supermarkets and restaurants distributing your products, to Google/Facebook/Amazon controlling the last mile. Change the channel, change what gets bought. Learn to speak Machine. Be a techno-marketeer. Make brand content that speaks both to consumers and to algorithms. Human-centric fi rst, but able to penetrate the algorithms. 2
  • 13. 13 Flip your brand availability Physical availability gets replaced with/supplemented by digital availability. Be present on market places, in search, on social. Google is the new High Street, get your logo there. Amazon is the new shopping mall, get your shop-in-shop there. 
 Build your own D2C fl agship store. 3
  • 14. 14 Flip to community commerce Be where your audience is: on social platforms. Social media is now primarily used with advertising; this model comes under pressure. Look East: social platforms are monitizing through commerce as direct income stream. Community will become more important then content. Build your community fi rst, then decide on your product… For brands: leverage existing communities, or build your own. 4
  • 16. 16 Flip to walled gardens Open communities are under pressure; third party cookies are disappearing. Build your own platform, or participate in walled gardens/ velvet rope communities. 5
  • 17. 17 There’s a big misconception: digital does not mean automated & inhuman. Human contact adds gigantic value in digital times! Switch to live streaming. Flip to live commerce 6
  • 18. 18 What if we gave all our sales people a ring light? (Supported by cheap hardware, easy video editing & AI fi lters.)
  • 19. 19 Flip your brand positioning During uncertain times, TRUST is the most sought after attribute. 7 Trust for brands means: ‣ Can we trust you to be just? (Brand purpose in times of fake news.) ‣ Can we trust you to be safe? (Safe shopping environment, both physical and digital.) ‣ Can we trust you to deliver? (Reliable logistics, stock, delivery.) ‣ Can we trust you to stick around? (Financially stable.)
  • 20. 20 Flip your logistics Logistics changed from ‘store as endpoint’ to ‘consumer as endpoint’. Adapt. Can you convert to Dark Stores? To curbside pick-up? Is your experience ‘bought-online centric’? Do you have a reservation app or crowd-meter for your store? No-touch isles? Is your packaging delivery-grade, no-leak? Is the branding top-view in stead of isle-view? 8
  • 21. 21 Stay-at-home schooling, for adults too… We needed to learn lots of things quickly in our homes. Platform learning became important. Flip your brand content 9 Ideas for brand content: how-to’s, accreditation, academies, connector platforms… Leverage the digital how-to community.
  • 22. 1. Flip your e-commerc e 2. Flip the intermediaries 3. Flip your brand availability 4. Flip to community commerce 5. Flip to walled gardens 6. Flip to live commerce 7. Flip your brand positioning 8. Flip your logistics 9. Flip your brand content The Big Flip
  • 23. 23 Time to fl ip together with your market.