The document is a presentation about the future of commerce. It discusses trends like changing demographics, rising expectations of transparency from consumers, and the growth of conversational commerce through platforms like Facebook Messenger. The presentation notes both opportunities, like expanding into new global markets, and risks to innovation from factors like populism and peak consumption.

2. Copyright © 2017
Something Digital will be talking about its own products and/or
services, which it makes available directly to customers. The
statements and opinions contained herein are those of
Something Digital and not of Oracle. Oracle has not verified any
statements or claims herein and assumes no responsibility for
such statements or claims.
CAUTIONARY NOTE:

3. Copyright © 2017
Commerce is changing faster than ever - can you keep up?
THE FUTURE OF
COMMERCE 2.0
#brontosummit

4. Copyright © 2017
PHILLIP JACKSON
Ecommerce Evangelist - Something Digital

8. Copyright © 2017
WHAT THIS TALK IS ABOUT
• Near-future technologies
• Changing demographics
• Changing consumer expectations

9. Copyright © 2017
WHAT THIS TALK ISN'T ABOUT
• How to build a VR commerce experience
• ROI of new technology adoption
• How to budget and plan

10. Copyright © 2017
RECAP OF 2016

11. Copyright © 2017
• Conversational Commerce (C12L)
• “Year of the Bots”
• Augmented Realty (SNAP/Pokémon Go)
RECAP OF 2016

12. Copyright © 2017
• Digital “property” rights were challenged
• Populism / Deglobalization
• Contextual Commerce
• Voice Commerce
RECAP OF 2016

13. Copyright © 2017
WHAT DOES THE ACTUAL FUTURE LOOK LIKE?

14. Copyright © 2017
GLOBAL COMMERCE

15. Copyright © 2017
• Millennial consumer population
• 91M strong (vs. 71M Boomers)
• First digital Natives
GLOBAL CHANGES
http://www.goldmansachs.com/our-thinking/pages/millennials/

16. Copyright © 2017
NOT AN AMERICAN PHENOMENON
https://www.atkearney.com/ideas-insights/issue-papers-perspectives/-/asset_publisher/dVxv4Hz2h8bS/content/id/8693136

17. https://www.atkearney.com/ideas-insights/issue-papers-perspectives/-/asset_publisher/dVxv4Hz2h8bS/content/id/8693136

18. Copyright © 2017
• Global population
• China has more millennials on Alibaba than there are
Americans, period
• Opportunities in emerging markets, digital transformation will
change global business
NOT AN AMERICAN PHENOMENON
https://www.atkearney.com/ideas-insights/issue-papers-perspectives/-/asset_publisher/dVxv4Hz2h8bS/content/id/8693136

19. Copyright © 2017
CHANGES IN CONSUMER EXPECTATIONS

20. Copyright © 2017
CHANGES IN CONSUMER EXPECTATIONS
Cheap/free shipping
Product selection
Fast Customer Support
Online Shopping
Personalization
Free shipping
Transparency in
supply chain
24/7 Customer
Support
Shopping
Everywhere
Anticipation

21. Copyright © 2017
CHANGES IN CONSUMER EXPECTATIONS
Cheap/free shipping
Product selection
Fast Customer Support
Online Shopping
Personalization
Free shipping
Transparency in
supply chain
24/7 Customer
Support
Shopping
Everywhere
Anticipation

22. Copyright © 2017
SUPPLY CHAIN TRANSPARENCY

23. Copyright © 2017
29% OF CONSUMERS ARE LESS LIKELY TO
VISIT A STORE IF ITS IN-STORE INVENTORY IS
NOT AVAILABLE ONLINE
Source: Forrester Research, North American Consumer Technographics Retail Online Benchmark Recontact Survey, 2015

24. Copyright © 2017
AVAILABLE/NOT AVAILABLE ISN'T GOOD
ENOUGH

25. Copyright © 2017
QUANTITY AVAILABLE AND LOCATION IS
THE NEW NORM

26. Copyright © 2017
BEST-IN CLASS IS FULLY TRANSPARENT

27. Copyright © 2017
QUIZ: WHICH STOCK IS AMZN?

28. Copyright © 2017
ANSWER: DOMINO’S DOMINATES

29. Copyright © 2017
• Domino’s reinvents brand:
• Pizza Tracker
• Exposure of internal data to consumer
• Better product
THE ANSWER: BETTER PRODUCT,
TRANSPARENCY

30. Copyright © 2017
CHANGES IN CONSUMER EXPECTATIONS
Cheap/free shipping
Product selection
Fast Customer Support
Online Shopping
Personalization
Free shipping
Transparency in
supply chain
24/7 Customer
Support
Shopping
Everywhere
Anticipation

31. Copyright © 2017
24/7 CUSTOMER SUPPORT

32. Copyright © 2017
• More than 2016 buzzword
• Customer touchpoints and service are omnichannel now
• Facebook Messenger, bots, shipping notification, RMA/
returns
• Push notifications for events outside the browser
ENTER: CONVERSATIONAL COMMERCE

35. Copyright © 2017
IN 2016 800M PEOPLE USED
FACEBOOK MESSENGER EVERY DAY

36. Copyright © 2017
• Engagement platform
• Consistent UI
• Payments
• Shared Context
• Social
MESSENGER IS THE WEB
PLATFORM FOR THE 2020'S

37. Copyright © 2017
• Contextual Commerce: enable
secure payments sharing
across platforms
• Social proof
• Group decision making
MESSENGER ENABLES NEW COMMERCE
CONTEXTS

38. Copyright © 2017
CONTEXTUAL COMMERCE

40. Copyright © 2017
• Application to many industries where shared value exists
• Share payment details for insurance or dropship goods
• Check into Hilton Hotels from your Uber app
• Contextual ads on Spotify location/situation
CONTEXTUAL COMMERCE
http://www.pymnts.com/news/merchant-innovation/2016/why-contextual-commerce-is-the-next-big-thing/

41. Copyright © 2017
BETTER EXPERIENCE THAN CURRENT
PAYMENT EXPERIENCES
1800Flowers
Cole Haan

43. Copyright © 2017
• Rich interaction experiences (cards, widgets)
• Deep linking to content
• Takes support out of public (vs. Twitter)
• Guided support
• Data capture to CRM
MESSENGER IS THE PLATFORM FOR
CUSTOMER SUPPORT
https://www.marketingweek.com/2016/04/08/brands-and-agencies-confident-facebook-messenger-can-redefine-customer-service/

45. Copyright © 2017
CHANGES IN CONSUMER EXPECTATIONS
Cheap/free shipping
Product selection
Fast Customer Support
Online Shopping
Personalization
Free shipping
Transparency in
supply chain
24/7 Customer
Support
Shopping
Everywhere
Anticipation

46. Copyright © 2017
SHOPPING EVERYWHERE (EXCEPT MALLS)

47. Copyright © 2017
#RETAILCRISIS

48. Copyright © 2017
• Traditional retail can't compete with online
• Consumers don’t want gimmicky “digital” experiences in store
• Shopping as a destination vs Shopping at your destination
#RETAILCRISIS

49. Copyright © 2017
• Out:
• “Magic mirrors”
• Kiosks
• Native Apps
#RETAILCRISIS
• In:
• AR sites and apps
• On-Demand (delivery and
pickup)
• Progressive Web Apps /
offline web with
commerce

52. Transparent technology will power
retail's comeback
Technology has a role but will not take center-stage

53. Copyright © 2017
CHANGES IN CONSUMER EXPECTATIONS
Cheap/free shipping
Product selection
Fast Customer Support
Online Shopping
Personalization
Free shipping
Transparency in
supply chain
24/7 Customer
Support
Shopping
Everywhere
Anticipation

54. Copyright © 2017
• Social Media behavior can accurately predict personality traits
• On-demand purchases fuel learning models
• Social is the anticipation / prediction platform of 2017
• 45% of digital purchases are impacted by social media*
ANTICIPATING PURCHASES
http://www.psychometrics.cam.ac.uk/productsservices/mypersonality
https://www.emarketer.com/Article/How-Social-Media-Influences-Shopping-Behavior/1013718

57. Copyright © 2017
• We can emulate prediction with products that have predictable
supply or consumption cycles (e.g. 28-day supply)
• Product suggestion based on purchase, view, browse
• Product suggestion based on wear, durability, other customer
repurchase
• Suggest purchase of more durable products at point of purchase
“PREDICTING” VS ANTICIPATING

59. Copyright © 2017
• Consumers purchase in-person differently to online
• Needs and desires are complex and in flux
• Small compromises that lead to large gains
TRADEOFF ANALYTICS

62. Copyright © 2017
WHAT RISKS LIE AHEAD?

63. Copyright © 2017
• New commerce experiences can’t mimic existing paradigms
• Decades of incremental growth
• Populism, deglobalization, deregulation, conflict
RISKS TO INNOVATION AND ADOPTION
Technological Revolutions and Financial Capital, Perez, 2012 Edward Elgar

64. Copyright © 2017
• Was 2007 “peak consumption”?
• Peak application of innovation to economic drivers
RISKS, CONTINUED
A Great Leap Forward: 1930s Depression and U.S. Economic Growth, Field, Yale University Press

65. Copyright © 2017
• Changes in consumer expectations is causing merchants to
change strategies
• Old tricks don’t work in new mediums
• Online commerce is radically different to 5 years
• Transparency wins
• Risks are required
RECAP
Free shipping
Transparency in
supply chain
24/7 Customer
Support
Shopping
Everywhere
Anticipation

66. Copyright © 2017
THANKS!
(it’s okay to clap)

67. Copyright © 2017
Q&A