Content, Design and Technology Trends in Ecommerce 2015
•Download as PPTX, PDF•
20 likes•3,387 views
Content, Design and Technology Trends in Ecommerce 2015 - presentation by Sam Ambrose, Senior Consultant, Salmon given at Ecommerce Expo
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to Content, Design and Technology Trends in Ecommerce 2015
Similar to Content, Design and Technology Trends in Ecommerce 2015 (20)
More from Salmon Limited
Recently uploaded
Recently uploaded (11)
Content, Design and Technology Trends in Ecommerce 2015
- 1. Content, Design and Technology Trends in Ecommerce 2015 Sam Ambrose Senior Consultant 1st October 2014
- 2. The Journey Makers We create epic journeys for the world’s leading brands and the people behind them So, next time you have to undertake a commerce adventure of your own, talk to the Journey Makers at Salmon first.
- 3. One Big Happy Family? • Content and Commerce – Sibling rivalry • Design and Commerce – Frenemies • Technology and Commerce – BFF’s
- 4. Content and Commerce Sibling rivalry
- 5. The Rise of Engaging Content
- 6. Beautiful
- 7. Emotive
- 9. Informative
- 10. Quirky
- 11. Alternative
- 12. Relational
- 16. Strategy X
- 17. Purposeful
- 18. Relevant
- 19. Authoritative
- 20. Inclusive
- 21. Engagement
- 22. Targeted
- 23. Targeted
- 24. Measurable
- 25. A Strong Foundation Planning Assets Infrastructure Style Guide People Culture KPIs Data
- 27. The Science Bit
- 28. Responsive/Adaptive What is the difference?
- 29. Flat v Realism
- 30. Flat
- 31. Realism
- 32. Tablet Focus Conversion rate almost double of mobile • Books/music/video – mobile 0.87% V tablet 2.33% • Food 1.37% v 3.6%
- 33. All in the Detail Encapsulation
- 34. All in the Detail CTA/Images
- 35. Encapsulation, white space, colour and contrast
- 37. Considerations… Invest, tune and cache Page weight affects more than load times
- 39. In 18 short months wearable has gone from this.. …to this
- 40. Technology trends Wearables Online fitting rooms Virtual reality In car technology Beacons Lifestyle
- 41. Wearables
- 42. Google Glass
- 43. Old Skool
- 44. The era of form and function? Moto 360 by Motorola Apple Watch Samsung Gear 2
- 45. Virtual Reality
- 47. Fashion meets Tech Ralph Lauren Ermenegildo Zegna Tory Burch
- 48. Lifestyle
- 49. Car Technology
- 50. Beacons
- 51. Be Respectful
- 52. You can’t boil an ocean • Do not jump on the band wagon of all new shiny things • What are your customers expectations? • Identify the technology that is relevant to your market, business model and infrastructure • Think differently - Enable customers - In store Wi-Fi • Plan and adopt a strategy • Don’t overcomplicate it • Try and try again
- 53. Salmon Asia Pacific (Pty Limited) Level 1, 299 Elizabeth Street Sydney NSW Australia 2000 Tel: +61 (0)2 8251 0044 Salmon Limited 64 Clarendon Road Watford Hertfordshire WD17 1DA United Kingdom Tel: +44 (0)1923 320 000 www.salmon.com @SalmonLtd Salmon China Limited Tower A-2808 Topland Building (第三置业大厦) Sanyuanqiao Chaoyang District Beijing City 100028 China Tel: +86 (0)10 5822 0698 Salmon North America The Chocolate Factory 636 11th Avenue New York NY 10036-2010 United States Tel: +1 (646)577 6533
Editor's Notes
- Salmon is a global commerce service provider that creates and delivers market-changing strategies and solutions for the world’s leading brands. Salmon combines creativity and delivery know-how to help brands decide what to do and to make it happen. Our commerce expertise and experience helps us propose creative ideas and means clients can be confident that we can deliver them. We help our clients grow their online revenue and profit and are trusted to run commerce solutions generating more than £3billion in sales each year. Established in 1989, with operations in London, New York, Sydney and Beijing, Salmon’s customers include AkzoNobel, Argos, Audi UK, Halfords, Kiddicare, Morrisons, Premier Farnell, Sainsbury’s and Selfridges. For more details visit: www.salmon.com.
- Not just about the latest and greatest, but about the relevance of these 3 subjects and how retailers can use them with commerce. When looking at the interactions and relationships these analogies I thought are quite appropriate. Content and commerce – love each other, but always vying for top spot and for the attention of the parent..or digital creator in this case Design and commerce – You are never quite sure what the other is going to do, so best keep a close yet watchful/suspicious eye Technology and commerce - have ups and downs, fall out occasionally but always there to support each other and generally one doesn’t work without the other
- The Rise of Engaging Content Content is the new black. Strategy, tools for the job and approach has changed dramatically in the last few years as this overly enthusiastic chappy demonstrates. It has become….
- John Lewis Moz blogger James Porter wrote an article sharing his 9 lessons learnt from the John Lewis ‘The Bear and The Hare’ campaign. One lesson learnt was that the campaign did so well because it was created specifically for the channels where potential customers are located. It was launched on Twitter and Youtube first and thereafter on the John Lewis website.
- Style AND Substance Beautiful content is not enough It must meet this criteria.
- Strategy Core focus of business 2014 – Econsultancy report ‘Where content and commerce collide’ Internal profile –Unicef mirror their internet values on the intranet Do not think Mobile. Tablet. Desktop. Think commerce.
- Purposeful Making sure that content has a purpose - start by understanding your customers Create a content ‘home’ – GAME, Destiny Hotspots – Amplience/Boohoo
- Relevant To the channel and customer - do not bombard or overwhelm, personalise where possible – Sainsbury's example - favourites Surface the right content at the right time, do not send customers into a black hole Apple show the relevant content, plus a persistent buy button sticky
- Authoritative Demonstrate your knowledge and expertise B&O talk about history and use legacy to build consumer confidence
- Inclusive – or social bragging Let customers load their own content Spans across industry, fashion, video gaming, interior design sites etc
- Engagement Use content to engage with the more emotive side of customers Identifying with the Brand – Nivea, safe and comforting, OCC- edgy and cool As read in this blog: http://blog.usabilla.com/how-beauty-brands-seduce-you-with-emotional-design/
- Targeted Segment, segment, segment Personalise, personalise, personalise
- Measurable Commerce used to be quite different, harder colder – now all about engagement Clear business objectives/KPIS – survey by EC showed focus for KPIs EC findings content/revenue Focus depends on the type of business – National Trust/FMCG - measure different activity Tag so you can track all channels
- A strong Foundation Planning – Calendar, Audits, Review Assets , Video – Zappos achieved up to 30% conversion by using video on PDP, Photography, Budget Infrastructure, CMS – easy, no HTML skills needed Excellent partners – platform or to provide assets etc Style guide lines, Strict and clear The right people, Pay for the skills, Training and always evolving Awareness across the whole business, company values – Unicef What are the KPIs?, Tangible and non tangible Data challenges – across medium and channel – capturing, storing and mining
- Design and commerce Production and maintenance of websites
- The Science bit Taken from EC this shows the latest traffic split for Schuh, which says it all really with mobile over taking desktop and tablet. http://aberdeen.com/research/9084/kb-responsive-design/content.aspx Really positive stats towards RWD Not really new news.
- Responsive/Adaptive RWD - Fluid grids/client side/a single design that responds device types. Adaptive - pre-defined layouts/screen dependent/predominately server side. Transport for London Improved journey planning, Google Maps integration Cloggs Shortly after launching its responsive site last year shoe retailer Cloggs saw a 30% increase in mobile conversions. Smart Furniture Has seen a 20% increase in its conversion rates on smartphones and tablets since launching a RWD site on Aug. 6 Halfords Adaptive mobile site – double conversion on day of launch
- Flat V Realism Flat vs Realism interactive adventure from digital agency inTacto
- Flat Design Flat design is buzz wordtastic. Removes anything that shows depth such as drop shadows, gradients, or textures and is focused on a minimalist use of simple elements, typography and flat colours. (Wikipedia)
- Makes things appear real
- Tablet Focus Average E-Commerce Mobile Conversion Rate Benchmarks for 2014 – Mobify Insights Mobify say ‘While tablet conversion rates are almost always higher than their smartphone counterparts, many of the Top 500 websites that were indexed by Internet Retailer do not yet have an optimised experience for tablet customers.’ Optimising for tablets should definitely be on your radar for 2015 Again about thinking commerce, and not channel, targeting the more affluent sofa browser. Offer a tailored experience, if not through responsive then optimise desktop like Nike.
- All in the Detail Encapsulation, Focus consumers attention using methods like John Lewis right hand panel PDP. Good copy/CTA/ Product images
- Encapsulation, white space, colour and contrast Made.com are making waves in the traditional furniture retail market by selling designer furniture for up to 75% less than high street brands. User generated content. Appeals to UK ‘nosy neighbour’ syndrome and house proud
- Colour Emotion Guide A bit of fun – it is interesting to see where some of these brands sit in the spectrum
- Considerations Page weight, Trilibis looked at 155 prominent RWD (Including Starbucks.com) and 69% took four seconds or more to load on a smartphone Affects SEO and user experience Prevent this loss of conversion, site loyalty and risk to the brand ‘Look after the pennies and the pounds will look after them selves’ you need to look after the milliseconds. Invest in the fastest Hoster and infrastructure you can, there is no point in having the best coded, most tuned site in the world if the hosting isn’t up to it. If you can afford it use a Content Delivery Network, yet another hoster, to offload requests, cache assets closer to the client and reduce latency. If you must host everything on the one host, ensure the network links are up-to it, speak to the hoster and ensure the bandwidth isn’t throttling data connections Tune the application, review/refactor code and db activity make the time to first byte quick. Make the most of caching, cache at Browser, CDN, Proxy, JSP, bean and DB levels. Compress and serve images appropriate to size of device Review and refactor - trim those milliseconds.
- Wearables Wearables are now where the mobile market was 5 years ago.. Early adopters so far health and fitness market, affluent Amazon has launched dedicated store According to Neilson: The majority of wearables owners are young, with nearly half (48%) between 18-34 years old Among wearable tech owners, fitness bands were the most popular devices (61%), followed by smart watches (45%) Smart watch owners say the top reason they purchased was for convenience, and more than a third (35%) said the purchase was to supplement their smartphone addiction. Shipments of smart wearables are expected to grow from 9.7 million in 2013 to 135 million in 2018, according to CCS Insight.
- Google Glass This summer, went on sale in UK for £1000. In the US they are estimated to have sold tens of thousands Glass is available with prescription lenses, As fashion becomes involved, they get a bit cooler/acceptable Soon be five swappable frames and eight sunglasses from the American fashion designer Diane von Fürstenberg via Net-A-Porter Commercial use of the Glass is fairly limited, Virgin Atlantic ran a 4 week trial with the technology with their Upper Class customers at Heathrow airport, to look at how it can be used to enhance customers travel experiences and improve efficiency. Potential commerce opportunities Drive impulse purchase Check stock, pricing, reviews Push and discover product information and promotions –Tie in with Beacon technology Voice activated search Hotspots as user walks through a store or looks at a window display or watches TV Checkout on device contactless No paper receipt (or human intervention?) Data from eye tracking
- The Era of form and function According to Analyst firm Juniper smart watch sales will reach 36 million in 5 years During Apple's presentation, announced that BMW has developed an app for the Apple Watch that will allow users to lock and unlock their BMW i-series electric vehicles. The Watch also will use near-field communication to use Apple's new Apple Pay system enabling tap pay at some retailers, with Whole Foods and Bloomingdale's participating The Gear S, has some capabilities, like GPS and a 3G internet connection, that are not dependent on your smartphone. Although they still only run android. If ran iOS they could potentially dominate the smart watch market. Pebble Steel run both op systems
- Virtual Reality Potential commerce opportunities Tie in with retailers such as GAME – Builds loyalty Virtual store to walk around in Instant content purchase Post your GAME content online, tie in with Twitch Post GAME review online Face to face online customer service
- Virtual Fitting Rooms Metail in the UK: Customers include Warehouse, Tesco Fits.me: More than 30 retailers have already signed up to the service, including Superdry, Hugo Boss and Thomas Pink, Fits.me virtual fitting room users buy almost two times more than non-users Swivel: from Facecake Facebook enhanced fitting rooms with added AR try on, ask your Facebook friends what they think, ‘like ’and buy it. Potential commerce opportunities Customers - try before buy, Retailer - Lower returns, higher engagement
- Fashion meets Tech KEY TREND: Fashion designers getting involved in making wearable tech likely to make them more aesthetically pleasing. Enticing retailers to tie in. The bangle This summer the US designer Tory Burch launched a collection of jewellery that houses the Fitbit The t-shirt: Ralph Lauren's smart Polo shirt, Partnering with biometric smartwear read heart rate, breathing, and stress levels.. The sensors relay to a device that snaps onto the shirt at the side, near the bicep. Jacket:Created by fashion designer I can’t pronounce Ermenegildo Zegna Holditalia SpA (Zegna), the Zegna change a cell phone fully in about 8 hours
- Lifestyle Medical innovations - Potential commerce opportunities Tie in with retailers such as Lloyds pharmacy – Builds loyalty and retention Dog tracking device Tie in with pet retailers Apps communicating with each other is key
- In Car Tech With Audi connect High speed internet access, integrated wireless hotspot. news, traffic information and weather reports. Virtual show room. Walls are digital display 2014 BMW 4 Series coupe is the latest generation of the Head-Up Display with full colour. This projects key information onto the windshield Functional at the moment, but future use – could buy a skin/wallpaper colour, use push tech when driving past garages, hook straight into AA, insurance etc Remember safety first.
- Beacons – real time location based marketing Eat trial Tesco owned One Stop has announced that, it will be putting Apple beacons into stores to allow targeted product promotions. House of Fraser announced in August that it will introduce beacon-equipped mannequins in its Aberdeen store to provide customers with a more engaging retail experience. When a customer with an enabled smartphone app is within a 50 metres of the mannequin, the beacon sends a signal that details about the clothes and accessories the mannequin is wearing, the price, where the items can be found within the store and links to purchase the items directly from the retailer’s website. (The Guardian) Commerce opportunities Push products and promotions Recognise, reward and understand its best customers – uber Gap Greeters - know when its most profitable online customers are present They can be used to track how many times a customer visits a shop, and where they spend most time Barriers? Tech? and.. Privacy concerns – and on that note….
- Be Respectful 92% of US internet users worrying about their online privacy (TRUSTe) More than half of consumers are willing to share their information with brands as long as it is for their benefit (Get Elastic). 71% of consumers state that they are 'very concerned' about online companies selling or sharing information about them without their permission (ConsumerReports) Today consumers have… Much higher awareness Closed chat groups Make sure you.. Connect slowly and regularly to build trust First party permissions only