The document discusses how e-commerce is evolving due to changes in technology and consumer behavior. Smartphones and tablets have dramatically increased internet access, leading users to do more browsing and buying online. This is forcing traditional retailers to adapt to the new landscape or risk going out of business. Direct sellers are well-positioned to capitalize on e-commerce innovations by offering a personalized shopping experience combined with new features like mobile optimization, loyalty programs, and content management. Direct sellers that embrace these emerging technologies can provide the best possible experience for customers and representatives.
Today at the Direct Marketing Association’s annual conference, DMA2014, the Global Event for Data-Driven Marketers, OgilvyOne Chairman and CEO, Brian Fetherstonhaugh, presented “eCommerce: The Crucible of Customer Engagement.”
Joined by John McDonald, former VP, Marketing, Americas, British Airways and Ryan Craver, SVP, Strategy for Hudson’s Bay Company, Brian explored a more enlightened approach to eCommerce, one that is omnichannel, relationship-focused and experiential.
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
2021 Omnichannel Guide: A Four-Pillar Approach to Holistic Commerce Successrun_frictionless
An omnichannel approach isn’t just another way of saying that you sell on multiple marketplaces. It’s about delivering a consistent brand experience that transcends specific channels to meet customers where they are and build a personal connection, as well as optimizing your business for the future through channel diversification and comprehensive integration of your data and systems.
https://runfrictionless.com/b2b-white-paper-service/
Today at the Direct Marketing Association’s annual conference, DMA2014, the Global Event for Data-Driven Marketers, OgilvyOne Chairman and CEO, Brian Fetherstonhaugh, presented “eCommerce: The Crucible of Customer Engagement.”
Joined by John McDonald, former VP, Marketing, Americas, British Airways and Ryan Craver, SVP, Strategy for Hudson’s Bay Company, Brian explored a more enlightened approach to eCommerce, one that is omnichannel, relationship-focused and experiential.
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
2021 Omnichannel Guide: A Four-Pillar Approach to Holistic Commerce Successrun_frictionless
An omnichannel approach isn’t just another way of saying that you sell on multiple marketplaces. It’s about delivering a consistent brand experience that transcends specific channels to meet customers where they are and build a personal connection, as well as optimizing your business for the future through channel diversification and comprehensive integration of your data and systems.
https://runfrictionless.com/b2b-white-paper-service/
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
The pace of commerce is ever accelerating. How can companies anticipate trends, stay ahead of the competition, and exceed customer expectations? Watch the demo at http://ibm.co/1VLM75j
Getting Started with Online-to-Offline Measurementbrandonwishnow
Although most marketers would agree that online-to-offline measurement is important for the future success of their business, it’s hard to know what steps to take to adopt this strategic initiative.
Ovative/group has found that when done correctly, online-to-offline addresses many of the most complex business problems by providing answers to questions such as: What is the impact of an online visit on offline sales? Does this impact vary by category or product type? What marketing channels influence offline most? And, can I use these channels to drive offline acquisition?
But how do you get started and ensure online-to-offline is a success for your organization? After attending this webinar featuring Ovative/group and LiveRamp you’ll understand:
– Why online-to-offline is important and how to prioritize it among other strategic initiatives
– Who within your organization needs to be involved and how to structure your team
– What technology is required to build online-to-offline measurement capabilities
– How to make digital marketing decisions based on enterprise metrics
As with just about every industry, trends change, making it necessary to catch up and follow along in order to keep your business relevant. Online portals are going to continue to grow in 2016 also, and if you want to be part of the new wave, you have to prepare. Read this slide to learn about the ten most interesting ecommerce trends for 2016 and beyond.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
Omnichannel IS:
A commitment to delivering a seamless, compelling and personalized shopper experience, regardless of where or how your customer is engaged with you
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
The pace of commerce is ever accelerating. How can companies anticipate trends, stay ahead of the competition, and exceed customer expectations? Watch the demo at http://ibm.co/1VLM75j
Getting Started with Online-to-Offline Measurementbrandonwishnow
Although most marketers would agree that online-to-offline measurement is important for the future success of their business, it’s hard to know what steps to take to adopt this strategic initiative.
Ovative/group has found that when done correctly, online-to-offline addresses many of the most complex business problems by providing answers to questions such as: What is the impact of an online visit on offline sales? Does this impact vary by category or product type? What marketing channels influence offline most? And, can I use these channels to drive offline acquisition?
But how do you get started and ensure online-to-offline is a success for your organization? After attending this webinar featuring Ovative/group and LiveRamp you’ll understand:
– Why online-to-offline is important and how to prioritize it among other strategic initiatives
– Who within your organization needs to be involved and how to structure your team
– What technology is required to build online-to-offline measurement capabilities
– How to make digital marketing decisions based on enterprise metrics
As with just about every industry, trends change, making it necessary to catch up and follow along in order to keep your business relevant. Online portals are going to continue to grow in 2016 also, and if you want to be part of the new wave, you have to prepare. Read this slide to learn about the ten most interesting ecommerce trends for 2016 and beyond.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
Omnichannel IS:
A commitment to delivering a seamless, compelling and personalized shopper experience, regardless of where or how your customer is engaged with you
Ο Γιάννης Τόλιος, στην εισήγηση με τίτλο: «Τράπεζες στα Χέρια Ιδιωτών ή Μοχλός Παραγωγικής Ανασυγκρότησης;», ανέλυσε το ελληνικό τραπεζικό σύστημα, τονίζοντας τη συντελούμενη διαδικασία συγκεντροποίησης κεφαλαίου, και άσκησε κριτική στα μέτρα διάσωσης των μεγάλων τραπεζών, τα οποία εφαρμόστηκαν ή/και πρόκειται να εφαρμοστούν, σε ελληνικό και ευρωζωνικό επίπεδο. Υποστήριξε (i) τον δημόσιο ιδιοκτησιακό έλεγχο των τραπεζών, και τη δημιουργία τραπεζών ειδικού σκοπού (αναπτυξιακού, στεγαστικού κ.ά.), (ii) την αντιμετώπιση «κόκκινων δανείων» με λογική «Σεισάχθειας», και, τέλος, (iii) τον ανασχεδιασμό του συνολικού τραπεζικού συστήματος, με κέντρο εποπτείας-ελέγχου την Τράπεζα της Ελλάδος, και σε όρους, πρώτον, ανάκτησης εθνικού ελέγχου επί όλων των μοχλών οικονομικής πολιτικής και, δεύτερον, παραγωγικής ανασυγκρότησης υπέρ των εργαζομένων.
10 Digital Commerce Trends from the Fashion and Apparel, 2020 ReportAlaina Carter
COVID-19 made this season quite unfashionable as, just like other industries, the fashion industry also faced the consequences of this pandemic. Thanks to digital transformation, the fashion and apparel industry has a fair chance to bounce back. Read more to know what are the 10 Digital commerce trends from the fashion and clothing, 2020 report.
The Future of E-commerce how digital marketing is shaping online shopping.pdfNikhil Khunteta
E-commerce has grown rapidly over the ultimate decade and continues to shape the way people store and make purchases online. The future of e-commerce and digital advertising is crucial in appreciating how online buying will continue to evolve and affect corporations and consumers alike. In this presentation, we will discuss the future of e-commerce, the role of digital advertising and marketing in shaping online shopping, and how businesses can continue to be beforehand of the curve in this rapidly changing industry.
A Framework for Digital Business TransformationCognizant
By embracing Code Halo thinking and a programmatic approach to business process change, organizations can better engage with customers and deliver mass-customized products and services that drive differentiation and outperformance.
Smarter Commerce: Transforming for a Customer Centric WorldInternetEvolution
In this paper, we first look at how and why technology trends are radically transforming customer expectations and the commerce cycle. Second, we examine what this sea change means for businesses, and how companies
Smarter Commerce: Transforming for a Customer-Centric World
need to adapt their mind-sets and operations to create a more virtuous customer experience cycle. Finally, we provide an overview of IBM’s Smarter Commerce initiative, focusing on its solutions to help midsize companies
market and sell. Throughout the paper, we reference specific examples of midsize companies that are using
Smarter Commerce solutions today to more easily determine and deliver what customers really want—
through more effective customer interactions, better information and insights, and improved processes.
some information on Discussion an example for your experience about any company conductive e-commerce? you can include any necessary chats, groups, etc. which were harmful or helpful to your experience.
Whitepaper: The Chief Marketing Officer’s Guide to Higher Quality Leads Creat...Bryan Young
Examines ways that enterprise executives can plan and execute critical strategies to improve the quality of leads attributed to digital marketing campaigns.
E-commerce (also written as e-Commerce, eCommerce or similar variants), short for
electronic commerce, is trading in products or services using computer networks, such
as the Internet. Electronic commerce draws on technologies such as mobile commerce,
electronic funds transfer, supply chain management, Internet marketing, online
transaction processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems. Modern electronic commerce
typically uses the World Wide Web for at least one part of the transaction's life cycle,
although it may also use other technologies such as e-mail.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Who Cares?! Transforming the Connection With Customers
Changing Landscape of e-commerce
1. The Changing e-Commerce Landscape
by Greg Fink
The stage was set in the early e-commerce days with eBay and Amazon
paving the way in the digital shopping experience. More recently, we
were introduced to flash sales and daily deals from companies like
Living Social, Gilt Groupe, Woot and of course Groupon. Electronic
commerce has now come of age. Nothing has surpassed the power of
eBay or Amazon and few innovative e-commerce startups have proved
to be as successful.
What we are witnessing todayis a metamorphosis ofe-commerce into a variation of online commerce thatrequires
adaptability and flexibility.
What is driving the evolution of e-commerce todayis how people are accessing the Internet.While the PC was wildly
successful and reached hundreds ofmillions ofpeople over several decades,the smartphone has developed an
enormous following in onlya few years. The Apple iPhone was introduced in mid-2007 and in less than five years
there are more than a billion smartphone users around the globe,with projections to double by 2015.Smartphone
users are inseparable from their devices,and even during the Great Recession users refused to cut back on
smartphone costs.Butit didn’tstop there—the tablethas since been introduced and users are spending more time
online than ever before.Users browse,compare and research before theybuy, and boy do they buy.
What we are witnessing today is a metamorphosis of e-commerce into a variation
of online commerce that requires adaptability and flexibility.
2. Marc Andreessen,Founder ofNetscape and a brilliant Internetentrepreneur,made a bold prediction in January:
“Retail guys are going to go out of business and e-commerce will become the place everyone buys. You are not
going to have a choice,” he said.“Retail chains are a fundamentallyimplausible economic structure.There is
fundamentallya better model.”
Not everyone will agree with Andreessen’s prediction as to the absolute death of retail,but it should be obvious that
software has made online commerce a realityand has disrupted traditional retail models.E-commerce is competing
with brick-and-mortar retail,and in many cases,winning.In the lastfew years we’ve seen Netflix triumph over
Blockbuster and Amazon trump Borders.
But it’s not justretail. LinkedIn is now the fastest-growing recruiting company,and Craigslisthas all butkilled
classified ads.The changeover continues across all segments ofthe market, including finance,automobile sales,
telecommunications and television,notto mention thatmanufacturing too has been given a glimpse ofa changing
future since the introduction of 3D printing.The common denominator to all this disruption is software. So the
question should be asked:Whatis your companydoing aboutthis changing landscape?
Direct selling has a leg up on traditional retailing in thatit has,by its nature, capitalized on the one-to-one
relationship,something thathas remained elusive to traditional retail.But some ground has been gained byretailers
in recentyears with one-to-one interaction using social tools like Twitter and Facebook.
Our industry, as a whole,is being impacted by new behaviors.While direct selling mayhave the advantage of one -to-
one relationship selling while notbeing shackled like brick-and-mortar businesses,our industryis being challenged by
these newly developing shopping habits.Who can refute referral and affiliate marketing? Whataboutthe impactof
preferred customers and the occasional buyer who wants a greatproduct but appreciates a little incentive for
referring others?
Here are some things to look for in a well-designed e-commerce platform:
Personalization and the User Experience
Today, a user’s online experience is dramaticallydifferentthan even justa couple of years ago. Social and sharing
sites are compiling “big data” thatcaptures information oftentimes hidden from the consumer.This data is beginning
to offer personalization like never before,and everything from age,purchasing and browsing habits to geographyand
social profiles will playa part in offering a more relevant,
more pleasing and beneficial shopping experience.
It’s no longer aboutjustcompleting an order;savvy
shoppers wantself-service options thatoffer immediate
productinformation and results.Can a shopper view a short
productvideo? Can all the ingredients and formulations be
viewed online? Does itoffer a user review and a rating
system? These are core e-commerce features todayand
they appeal to consumers,offering a better online
experience.
Connected Devices
PCs rule the workday. Tablets are used in the evening and smartphones are constantcompanions.How people visit
your site is beyond your control, which means your e-commerce software needs to work on multiple connected
devices.Consumers are adapting their lives to tablets,smartphones and PCs,and they are expecting that the various
devices used will offer experiences,personalization,geo-specific contentand relevantoffers. Responsive design is
critical going forward for optimizing the online experience regardless ofthe device.
Affiliate and Referral Marketing
It’s no longer about just completing
an order; savvy shoppers want self-
service options that offer immediate
product information and results.
3. Affiliate marketing relies purelyon financial motivations to drive sales,while referral marketing relies on trustand
personal relationships to drive sales.In direct selling we are proud of our one-to-one marketing method butaffiliate
marketing is a powerful channel.An e-commerce platform oughtto be able to manage affiliates and referrals .Would
your company’s sales culture benefitfrom casual buyers who getrewarded for referrals? Imagine your preferred or
retail customers referring a friend and receiving an incentive that encourages future purchases.Look for a platform
that builds bridges,notbarriers.
Loyalty, Promotions and Incentives
Loyalty programs are notjustfor frequent travelers anymore. They have been wildly successful because theywork.
Also look for promotion and incentive capabilities.As you know, compensation plans reward behaviors but
sometimes you need quick or specificallytargeted results.Maybe you want to launch a new product or stimulate
sales on products thatare slow movers,or perhaps you have short-term objectives such as an upcoming national
conference or you want to increase your Preferred Customer base.The possibilities are endless.You’ll wantan e-
commerce platform thatis agile and allows you to easilycreate your own promotions and incentives withoutmaking a
projectout of it. You’ll get the near-term results you’re looking for withoutadded costs,and you won’thave to modify
your company’s compensation plan.
Virtual (or Alternate) Currency
Has your companyconsidered the manypossibilities ofusing virtual currencies? Maybe a representative recruits a
new customer and maybe a customer refers a friend—should theyboth receive the same reward? Or what abouta
virtual currency that can be used for future purchases or mayaccrue toward marketing materials or national
conference registration fees? Virtual currency can be a point-based system (e.g.,airline mile programs) or cash-on-
accountor credit-on-account.The bottom line is that sometimes moneyis notthe only motivator for the behaviors you
seek.
Content
In a digital world the ink is never dry. Content should be dynamic,fresh and informative for the viewer and frequently
updated so that it is relevant. A content managementsystem allows the creation,managementand publishing of
content that is relevant to the audience,presenting specials,incentives and promotions thatare time sensitive.
Whether offering simple promotional messages or uploading a video announcing a new loyalty program,content
managementsystems offer robustcapabilities thatfacilitate complete managementofdigital assets.
Enrollment and
Membership
Enrollment should be more than just
4. Justas critical to the e-commerce shopping,browsing and
buying experiences is the process supporting new
customer or sales representative enrollment.Enrollment
should be more than justcollecting information—itis the
first impression moment.It should be simple and easy,
guiding the user through each step, such as launching a
personal marketing website,uploading contacts and
initiating an online branded marketing campaign within minutes.Results have shown thatby accelerating this user
experience chances ofretention will significantlyincrease for both customers and sales representatives.
In Summary
Direct sellers are well-positioned to startprofiting from the latestin innovations that are transforming e-commerce and
ultimatelythe way consumers and sales representatives behave both off and online.Direct sellers are in a unique
place,offering “white glove service” and hands-on supportto consumers and sales representatives,and when
combined with the latestin e-commerce innovations the “user experience” becomes the bestitcan be. Direct sellers
and their customers expectmore,and the new era of e-commerce is upon us with technologies thatcan supportthe
traditional directsales business model while embracing the future.
Greg Fink
Greg Fink is Vice PresidentofSales & Marketing at Next Wave
collecting information—it is the first
impression moment.