Media is increasingly becoming shoppable, offering consumers multiple touch-points and opportunities to purchase products and services. Brands need to rethink their ecommerce strategy and move from relying on a destination for ecomm to designing an ecosystem of points of sales that offer consumers to purchase on occasions, not locations.

1. From shoppable to buyable OR
shifting from a location of purchase
to occasion of purchase
FROM ECOMM-SITES TO ECOMM-SYSTEMS or HOW POINTS OF SALE EXPAND ACROSS MEDIA
Guy Kedar, MEC, December 2016

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DIGITAL SIMPLIFIES ACTIONS

3. ECOMMERCE IS A PRIME EXAMPLE OF THE POWER OF DIGITAL TO SIMPLIFY THINGS

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6. BRITISH HOUSEHOLDS EARNING OVER £60,000 SPEND 10% OF THEIR GROCERY BUDGET ONLINE
E-commerce share of grocery spend
ECOMM PREDICTED TO ACCOUNT FOR 27% OF GLOBAL FMCG SALES BY 2017
Source: Neilson 2015, Kantar 2016

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UBER SHIFTED THE ‘BALANCE OF ATTENTION’

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DRIVERS ARE NOW FIGHTING ON CONSUMERS ATTENTION

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MORE THAN THAT - UBER PROVIDES THE ABILITY TO PURCHASE AT THE OCCASION, NOT THE LOCATION

11. SHOPPABLE BUYABLE
ON.COM OFF.COM
MEDIA IS BECOMING SHOPPABLE AND BUYABLE

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CUTTING DOWN THE NUMBER OF STEPS FROM VIEW TO PURCHASE

13. IN THE LAST COUPLE OF YEARS WE SAW AN INCREASE IN SHOPPABLE CONTENT/MEDIA

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15. SHOPPABLE MEDIA MEANS THAT THE PURCHASE OCCURS ON AN ECOMM SITE

16. INSTAGRAM LAUNCHED SHOPPABLE PHOTOS BUT THE TRANSACTION TAKES PLACE ON AN ECOMM SITE

17. WE EXPECT AN INFLUX OF ADS AND PLACES THAT WILL ENABLE PURCHASE ON THE SPOT.
IN OTHER WORDS – BUYABLE MEDIA

18. PINTEREST ROLLED OUT ‘BUYABLE PINS’ ENABLING PURCHASE WITHOUT LEAVING THE PLATFORM

19. CONVERSATIONAL COMMERCE WILL BE A DRIVER FOR BUYABLE MEDIA. FACEBOOK MESSENGER NOW
ALLOWS PAYMENTS ON THE PLATFORM WHICH HOSTS OVER 30,000 CHAT-BOTS

20. BRANDS NEED TO THINK ABOUT THEIR ECOMM-SYSTEM
Source:GroupM

21. 1. INTEGRATING PURCHASE CAPABILITIES TO THE PLACES THE CUSTOMER IS AT AND AT THE RIGHT OCCASIONS
2. LEVERAGING BOTH MEDIA USAGE HABITS AS WELL AS TARGETING CAPABILITIES TO DELIVER PERSONALIZED
EXPERIENCES
3. CREATING MORE PURCHASE OPPORTUNITIES, AND REDUCING FRICTION ON THE PATH TO PURCHASE
THE OPPORTUNITY IS HUGE

22. THANK YOU
Find me:
guy.kedar@mecglobal.com
@guykedar
‘A social guy’