While other channels have suffered during the recession, e-commerce continues to show impressive growth, averaging a 13%+ growth rate year-over-year (source: eMarketer, July 2012). With such opportunity your brand needs to remain competitive by offering shoppers an exceptional experience. Learn valuable tips and strategies to optimize your e-commerce site for increased sales; best practices for improved channel performance, and key consumer, technology and market trends.

1. by: Rosalina (Roz) Lin-Allen
Head of Strategy
Delvinia

2. Customer Centric
Data Driven Methodology
Personas
Customer Journey Mapping

3. 200,000+
members
500+
variables
30%
response rate

4. CUSTOMERS
TODAY
EMPOWERED
SELF-EDUCATING
MULTI-CHANNEL
DEVICE-AGNOSTIC

5. 60% of Canadians research
and buy online.
Source: , December 2012

6. 92% of Canadians research
online and buy offline.
Source: , December 2012

7. 20% of Canadians have shopped
via their mobile device.
Source: , December 2012

8. 73%
of Canadians use customer reviews &
ratings as part of their purchase journey.
It is the second most sought after piece of information for
online product research, after price.
Source: , December 2012

9. Brick-and-mortar retailers
challenged with showrooming
and increasingly strike back with price matching

10. eRetailers chipping away at the
brick-and-mortar advantages
with free shipping, same day delivery, and pickup depots

11. KEY TRENDS
1. ADVICE DRIVEN COMMERCE
2. SOCIAL SELLING
3. CHANNEL BLENDING
4. MOBILE FIRST
5. RIGHT PLACE AT THE RIGHT TIME

12. ADVICE DRIVEN
COMMERCE
Trend #1

13. Online business increased
from 9% to 30% of overall
business
Applications increased
by 40%
From Selling to Helping
Selling by helping customers understand what they need first.

15. SOCIAL SELLING
Trend #2

16. Trust in peer based
recommendations have
increased by 18% since
2007 while trust in
advertising has declined
between 20-25%
between 2009 an 2011.

17. Share and Get Rewarded
Shop.ca puts strong emphasis on sharing and rewards customers for sharing.

18. Fan Sourced Customer Support
Skull Candy leveraged Needle’s chat platform
to connect prospects with fans.
20% conversion

19. CHANNEL
BLENDING
Trend #3

20. Offline to Online
Walmart (USA) makes it easy for customers to blend channels – from researching on
their e-commerce site while in-store, to flipping to buying online while in-store in the
case an item is out of stock.

21. Online to Offline
Customers can shop online,
specifying which store to shop from.

22. Pure Plays Getting Physical Presence
Pick up depots to make it more convenient for customers to receive their packages.

23. Moving into the
MOBILE FIRST
“By 2013, more people will browse the web
via mobile devices.”
“The shift from e-commerce to m-
commerce will reach something of a tipping
point by 2015.”
era
Trend #4

24. PHYSICAL
WORLD
FAMILY &
FRIENDS
LIKE-MINDED
PEOPLE
ONLINE
WORLD
THE CONNECTOR

25. BRICK-AND-CLICK
As brick-and-mortar increasingly turns into showrooms and advice centres,
mobile becomes an integral part of that experience, support and bridge the experience
into another channel.

26. ALIGN MOBILE TO THE CUSTOMER JOURNEY
Support in- and out-of-store self-service, aligned to the customer purchase journey,
improves conversion, builds loyalty and enables staff to focus on higher value service.
OUT OF STORE IN-STORE

27. RIGHT PLACE
AT THE RIGHT
TIME
Trend #5

28. (Source: , Dec 2012)
Location
Proximity
Accelerator
Share your Tweets by using #cdnmobileshopper
GlucoDock
used the camera function on
their phone to take pictures of
items they may want to buy in
the past month.
50%

29. Alerts
customer
when a
product on
their wish list
goes on sale.
Personalized email based on
what is left in your shopping cart.

30. Geo-fenced
travel insurance
presence at major
Canadian airports.
Location-based
targeting to drive
prospects to
e-commerce.

31. How do you remove customer
barriers to convert with you?

32. How do you remove customer
barriers to convert with you?
How do you empower your customers?
What is the role of e-commerce in your customers’ path to purchase?
How and through which channel/platform do you support your customers
through each stage of their purchase journey?
(keeping in mind the importance of peer opinion)

33. How do you remove customer
barriers to convert with you?
Start with understanding the
NEW customer path to purchase.
How do you empower your customers?
What is the role of e-commerce in your customers’ path to purchase?
How and through which channel/platform do you support your customers
through each stage of their purchase journey?
(keeping in mind the importance of peer opinion)

34. thank you
Rosalina Lin-Allen @ 416-364-1455 x271 | rlinallen@delvinia.com
RosalinaLin-Allen
Director,Strategy