The document discusses various e-commerce strategies focusing on customer-centric approaches, emphasizing the importance of data collection, integration, and analytics to enhance customer understanding and engagement. It outlines how businesses can drive growth through omni-channel marketing, integration of offline and online experiences, and leveraging mobile technologies. Additionally, it highlights the significance of addressing customer micro-moments to improve conversion rates and build targeted campaigns.

1. B2C, B2B, B2B2C….
B2ME
HOW E-COMMERCES AROUND THE WORLD ARE
WINNING PUTTING THEIR CUSTOMER FIRST, FRONT-
AND-CENTER

2. JULIANO TUBINO
managing director – Accenture digital

3. 3

4. WE ARE AN
INTEGRATED
GLOBAL TEAM
C O N T E N T
E X P E R I E N C E
C OMMERCE
MARKETING
A C C E N T U R E
I N T E R AC T I VE

6. WHY
B2ME ?

7. MOBILE
BEHAVIOR
MICRO
MOMENTS
COMPUTE
POWER

8. 8
A. CUSTOMER UNDERSTANDING
1. DATA OVER MEDIA
2. CUSTOMER BEHAVIOR AND MOMENTS VS TRANSACTION HISTORY
3. Data that enables seamless retail

9. DATA IS THE
NEW KING

10. 31COLLECTION
Collects data directly
across owned, earned,
and paid media
touchpoints
2INTEGRATION
Integrates data from first,
second, and third party
sources into user profiles
ANALYTICS
Provides audience
intelligence, digital
marketing insights, as
well as digital attribution
modeling inputs
64SEGMENTATION
Builds targeted audience
segments of known
customers as well as
unknown prospects
5GOVERNANCE
Protects valuable data
assets, increases
accessibility, and
minimizes risk
ACTIVATION
Syndicates audiences to
marketing and sales
platforms for targeting
DATA MUSCLE

11. 31 2
WHY UNDERSTAND OUR CUSTOMERS BETTER
RIGHT
PRODUCT
RIGHT
TIME
RFV Levels / Itiers
Recency, Frequency and
Value
Navegação, Histórico de
vendas, Crédito
Preferências,
Aplicações,
Demográfico,
Contexto externo
Life Cycle: Novo, Churn,
Ativo, Inativo
LTV: Life Time Value -
cohorts
RIGHT
PERSON
Clusters: web antenado,
bargain shopper, comprador
múltiplo

12. WHY UNDERSTAND OUR CUSTOMERS BETTER
1,2%
to
3,1%
Conv.
rate
3,4%
to
8,9%
Conv.
rate
3
1
2RIGHT
PRODUCT
RIGHT
TIME
RIGHT
PERSON

13. Customer Moments
Triggered Campaigns
Focused on Team Jerseys
• Increase on average Ticket
• Significant Increase on Brand Exposure
• Premium Segment and Influencers
• Increase on Category and Retailer Share
+

14. B. TOP OF LINE GROWTH
1. NEW SOCKETS OF REVENUE
2. NOT AN ADDITIONAL STORE
3. CUSTOMER BEHAVIOR AND MOMENTS VS TRANSACTION HISTORY

15. Mobile Experience for Consumers and
Loyalty Program
In-Store B2C Integration “Fura-fila”
+ Loyalty Program
• B2C Mobile with off-line store integration
• Geolocation for closest POS
• Personalization and Segment customization
• One stop for Purchases, customer engagement,
reward redemption and store location

16. Digital Transformation - (Market and Product)
Omni-channel Global eCommerce
• Accenture E-commerce (B2B and B2C) was fundamental for the success of
Nespresso strategy to create a new business model where the purchasing
experience and coverage was part of the product attribute.
• eCommerce B2C and B2B omnichannel with central management for pricing,
orders, inventory and payments
• Off-line and Online integration (Buy Online pick-up in store)
• CRM implementation for cross-selling.

17. Omni-Channel and Inventory Integration
In-Store B2C Integration + Redemption + New Business Model
for Distribution
• B2C Mobile with off-line store integration
• HUB and Spoke with Agents
• Platform for future Activations and Omni-Channel

18. C. CUSTOMER TOUCHPOINTS
1. BETTER ENGAGEMENT
2. LOWER COST OF SALES
3. MICROMOMENTS AS DRIVER OF BUSINESS

21. KINGFISHER – HOME IMPROVEMENT PLATFORM
AirBNB
meets
TaskRabbit
for Home
Improvement
support
Doing to Home
Improvement
store what Apple
did to electronics
stores
The “compare
and buy” on the
open market for
home
Improvements
The
“Shazam”
for my
home
improve-
ments
“Jamie’s 30
minute
meals” for
home
improve-
ment
The ‘LadyMarry’
for home
Improvement
projects
The
Facebook
profile to
your home
Home
Profile
Inspiration
Station
Project
Planner
Mission
Maker
Product
Picker
Open Product
Marketplace
Digital
Store
Helping
Hands
Aggregated,
intelligent
digital
scrapbooks
for all your
home
improve-
ments

22. ECOMMERCE VALUE ASSESSMENT (EVA) IS A
DISTINCT TYPE OF PARTNERSHIP
Outcome
1 Week 2 – 3 weeks 6 – 7 weeks
Engagement Kick
Off
Conducting
Assessment
Using EVA
Define eCommerce Value
Proposition and Roadmap
Creating two key opportunities worth
up significant additional annual
revenues
”Cutting New Ground”
“Brilliant Basics”
Focus on
User Path-to-
Purchase
Journeys