A one-size-fits-all approach to retail doesn’t work. Shoppers are looking for a personalized experience online such as retargeting, virtual assistants, product recommendations and content that is a direct reflection of their behaviour. The opportunity is certainly there; almost every customer has a smartphone and has probably already encountered your brand and products online. But what’s next for your Brand or your e-tail store? The hype was all about e-commerce, now it’s all about Me-Commerce. It’s time to find out what is it and how retailers are trying to adopt it. Στέφανος Φαλκονάκης, eCommerce Manager, ΑΒ Βασιλόπουλος AE, Ελλάδα

1. e-Commerce
Stefanos Falkonakis
eCommerce Manager
m

2. Stefanos Falkonakis
eCommerce Manager
How many times do you
check your phone per day?
twice as often as they realise
85

3. Consumers: What do you value most when shopping in a retail store?
54%
30%
16%
Stefanos Falkonakis
eCommerce Manager
Prompt Service
A Personalized
Experience
Smart
Recommendations
The state of retail 2016

4. Stefanos Falkonakis
eCommerce Manager

5. Stefanos Falkonakis
eCommerce Manager

6. Me-Commerce is all about
meeting and exceeding the
expectations of customers.
Retailers need to get
personal and become
experience-led.
Stefanos Falkonakis
eCommerce Manager

7. Stefanos Falkonakis
eCommerce Manager
Customization
Build your own PC or Laptop
Customer Care
Reply within an hour – Twitter support
Convenience
Recommended products + 1 hour delivery
those “bastards”…...started everything

8. Stefanos Falkonakis
eCommerce Manager

9. Stefanos Falkonakis
eCommerce Manager

10. Stefanos Falkonakis
eCommerce Manager

11. Stefanos Falkonakis
eCommerce Manager

12. Stefanos Falkonakis
eCommerce Manager

13. Stefanos Falkonakis
eCommerce Manager

14. Stefanos Falkonakis
eCommerce Manager

15. Stefanos Falkonakis
eCommerce Manager

16. Stefanos Falkonakis
eCommerce Manager
Desktop Tablet Mobile
76%
12%
12%
no responsive? they don’t care

17. Stefanos Falkonakis
eCommerce Manager
58%
57%
44%
44%
43%
32%
31%
31%
30%
19%
Find locations and directions
Check opening and closing hours
Make price comparisons
Find promotional offers
Browse selections
Find where specific products are sold
Find product information
Check product availability in-store
Check product reviews
Make a purchase instead of visiting
US eMarketer Mobile Estimates 2013-2018
pre-shopping is now mobile

18. * Café, cinema, theatres, bars
Mobile Barometer 5/2015 (18-54 years old, Internet users, all over Greece). Followed rules of ESOMAR & SEDEA
Stefanos Falkonakis
eCommerce Manager
@home
@workon the go @malls
out*
79%
68% 30% 46%
45%
always connected

19. Stefanos Falkonakis
eCommerce Manager

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eCommerce Manager
Pervasive
Let me shop wherever I am
Participatory
I have a voice
Personalized
Make it relevant to me
Prescriptive
I’m in control
the new 4 “p’s”

21. Stefanos Falkonakis
eCommerce Manager
Data
Analytics
Persona
building
Campaign
building
Marketing
automation
Push to
Devices
Ok….... but how?

22. 8% of all retail
sales come from
e-commerce
channels
Stefanos Falkonakis
eCommerce Manager
of all e-commerce sales
or 1.2% of all retail sales
are estimated to come
via mobile
devices
15%
2024
2022
2020
2018
2016
2014
2012
2010
2008
2006
2004
2002
North
America
Asia
Pacific
Central
Europe
50% of households have:
50% of broadband houses have:
Still not convinced about eCommerce and meCommerce?

23. sales increase
resulting from more
effective use
of personalization
10%
5-10% Shopping volume
increase to those
who provided
tailored product
recommendations
EBITDA growth rate
for retailers who focus
on customer analytics vs
their main competitors
grocery retailers
11% VS 3%
big box retailers
10% VS 2%
the increase in
marketing ROI
for those who
personalize their ad
campaigns
10%
….and the results

24. Stefanos Falkonakis
eCommerce Manager

25. Stefanos Falkonakis
eCommerce Manager
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Optimised, consistent customer experience across all devices with refined page layouts
Mobile, desktop, apps
Additional routes for customers to find products
Enabling different customer groups to quickly and easily search for their most desired products
Simplified customer journey, quicker time to basket
Eliminating difficulties that cause customers to abandon their basket, including a shorter registration flow
Ability to add products to basket from rich content across the site
Creating useful, easy to use tools that allow customers to directly add products from recipes, magazines into their
basket with one click, minimising time navigated away from that page, increasing relevance of content
Enhanced historical view of orders, ability to repeat buy and view favourites
Provides as more comprehensive single view of customer buying behaviour and an alternative route to a new or first
ecommerce order
2016 – 2017

26. today tomorrow
Stefanos Falkonakis
eCommerce Manager

27. Στέφανος Φαλκονάκης
eCommerce Manager
Thank you
sfalkonakis@ab.gr
@sfalkonakis
falkonakis