The document outlines five predictions for ecommerce in 2015, focusing on the convergence of storytelling marketing with commerce, an increased emphasis on customer retention, greater personalization through data utilization, gradual adoption of omnichannel strategies, and clearer organizational roles within ecommerce. Key subtrends include content marketing, eCRM, loyalty programs, and mobile commerce. Companies are encouraged to create an integrated customer experience and invest in technology to enhance engagement with existing customers.

1. 5 predictions for ecommerce
in 2015

2. #1 STORYTELLING
Marketing and Commerce will continue to converge as the main agenda becomes getting future
customers to be moved by the message. It wont longer be sufficient to focus on changing colors on
buttons to convert visitors to customers. Brands will be more transparent and personal. Brands will
not just make their products available for purchase online they will have to create concept stores
online where the brandbuilding and e-commerce are integrated parts of the customer experience.
Content + Marketing + Commerce = Conversion?
Subtrends: Content marketing, Content Commerce, Conversion rate optimization, Brands are publishers

3. #2 RETENTION The excessive focus on attracting NEW customers will fade and we shift focus to serving
existing customers better. The first step for many brands is to invest in a eCRM setup, where
customer data is transferred to the email-marketing or CRM system and can then be used to
send tailored messages to existing customers.
Subtrends: Loyalty clubs, eCRM, Marketing Automation, After sales process, big data, CLTV

4. #3 PERSONALIZATION Leveraging upon the abundance of data that we leave behind when we are surfing on the net e-commerce
sites will attempt to personalize the shopping experience. In an effort to make their
offerings even more relevant and compelling ecommerce companies will focus more on
personalization. To leverage the data that they have and try to predict what the customer wants, and
display that content or products. The first step for many brands is to invest in a eCRM setup, where
customer data is transferred to the email-marketing or CRM system and can then be used to send
tailored messages to existing customers.
Subtrends: CEM, Customer journey, targeting, big data, Marketing Automation

5. #4 OMNICHANNEL A widespread adoption of omnichannel strategies probably won’t happen in 2015 either but
we will se more and more attempts to streamlining the shopping experience across channels.
Subtrends: Mobile commerce, In-store analytics, In-store online POS, in-store pick-up

6. #5 ORGANIZATION
In 2015 ecommerce organisations and the roles within these organisations will be more clearly
defined. The growth of ecommerce and digital marketing has spawned an enormous amount of new
titles and roles. Companies are struggling to figure out what they mean and how they fit in to their
organizations. The often isolated ecommerce departments in bigger retail companies are clearly a big
obstacle if you want to achieve omnichannel experiences.