The document discusses the evolution of e/m/s-commerce and social commerce in the digital age. It notes that social media traffic now exceeds email traffic, with Facebook being a major source of traffic. Social networks allow for new forms of social commerce through user reviews, recommendations, and user-generated content. Mobile commerce is also growing rapidly, with many consumers actively using their mobile devices to research purchases and find promotional offers. The document advocates for a more contextual and modal approach to digital commerce that recognizes customers are no longer confined to computers and that information is ubiquitous.

1. The mobile, social, data (r)evolution in e/m/s-commerce. Or “ Selling in the digital age” Transactis Retail Forum London, June 2010 www.ianjindal.com www.internetretailing.net | www.m-retailing.com

2. Return to retailing Social commerce Many Ps of mobile commerce Implications

3. Retailing – ‘retailler’

4. Social Media to Social Commerce

5. Google has more visits, but Facebook has our attention Upstream traffic from social media now exceeds email. Robin Goad, Hitwise director of research, said: “ The growth of social networking, online video and the continuing popularity of news websites has meant that an increasing proportion of consumers’ online time in the UK has been devoted to online media”. Facebook within the UK traffic context – time on site

6. Even though in the US it’s the fourth largest source… but growing 37% YOY… Upstream traffic from social media now exceeds email. Robin Goad, Hitwise director of research, said: “ The growth of social networking, online video and the continuing popularity of news websites has meant that an increasing proportion of consumers’ online time in the UK has been devoted to online media”. Social traffic to retailers exceeds email

7. 400 million users 200 million log in every day 130 friends (average user) 500 billion minutes/month spent on FB 100 million on external sites via Facebook Connect 100 million users via Mobile Mobile users 100% more active (ie 2x) Source: http://www.facebook.com/press/info.php?statistics Social and Mobile

8. In Europe… 16 million mobile users Looked at 6.6 billion pages For 4.8 billion minutes. In one month! Social and Mobile Source: GSMA and comScore, for December 2009 http://www.gsmworld.com/newsroom/press-releases/2010/4614.htm

9. Not just Facebook – Twitter http://twitter.com/etail/tweetailers

10. Social commerce?

11. Reviews becoming standard User “stories”, not just ratings 78%: “customer recommendations are the most credible form of advertising” (Nielsen) Reviews Reviews becoming standard User ‘stories’, not just ratings 78% “Customer recommendations are the most credible form of advertising” (Nielsen) 64% of Europeans use the web to research purchases (Eurostat:

12. 117 billion user-generated impressions 2300 review impressions per second 4.2 billion reviews served each month 575 retailers (October 2009) http://www.texastechpulse.com/bazaarvoice_releases_traffic_stats/s-0021683.html When the network knows more than anyone

13. ShopStyle – C2C

14. C 2 C

15. All our staff are retailers too!

16. … and all of our ex-staff!

17. Mobile

18. Guerilla mobile commerce - it’s just shopping

19. Guerilla mobile commerce - it’s just shopping With us everywhere Camera/image processing Location/direction Processing power Accesses… Data (network and device) Friends

20. Have value, but limit our thinking. Modal rather than linear Customers don’t sit at computers “completing tasks”. Unless we make them! http://www.kaushik.net/avinash/wp-content/uploads/2007/11/coradiant_reports.png A different paradigm: modal and contextual

21. A different paradigm: modal and contextual

22. Be mobile! http://www.internetretailing.net/2010/05/m-retailing-roaming-report-why-ms-went-down-the-m-web-path/

23. Price-comparison http://redlaser.com/ http://www.snaptell.com/ http://www.sccope.com/

24. Price-comparison

25. Place

26. Product information http://www.tissot.ch/reality/

27. Product information 117 billion user-generated impressions 2300 review impressions per second 4.2 billion reviews served each month 575 retailers (October 2009)

28. Promotion

29. Promotion – point of sale Text “croslite” to xxxxx for a 15% voucher 53% of women in the US use retail-driven mobile research, 93% of them searching for vouchers! 70% admitted to post-research impulse purchases http://www.internetretailing.net/2010/05/93-of-us-women-actively-looking-for-promo-offers-sent-to-their-mobiles-as-m-web-gains-traction-with-the-ladies/

30. Pay

31. Pay iCarte

32. How will this impact digital businesses and eCommerce?

33. “ Concept Store” – taking control of the brand image, ambiance and merchandising Training the customer Vendor Relationship Management and live prototyping opportunities Direct brand engagement - what about the retailer? What’s their value? What’s the point of a store?

34. Obama-Preedy Pricing Principle “ It’s been a long time coming, but tonight, because of what we did on this day, 2. in this election, 3. at this defining moment Change has come to America” President-Elect Obama, Victory Speech, November 2008 http://news.bbc.co.uk/1/hi/world/americas/7434843.stm

35. Obama-Preedy Pricing Principle “ It’s been a long time coming, but today, thanks to profit-algorithms and data, on this day, in this location, for this defining product for this individual customer Fixed pricing has ended in retail”

36. Obama-Preedy Pricing Principle Vouchers - expire when stock reaches 10 or fewer (eg buy it now) Stacked discounts: sale, cashback, card-holder, end of sale, channel... Why? According to availability Proximity of alternatives (time and space) Time limited: premium for first (eg 3GS), nephew’s birthday Extent to which has shopped around

37. “ Cowards do not start, and the weak die on the way”

38. “ Cowards do not start, and the weak die on the way” Place, Price, Promotion, Product information, Payment, Point of Sale… Attention is precious, limited and must be earned Information is with customers everywhere – be relevant, welcome and helpful Conversations exist – join them Data underpins digital commerce

39. www.ianjindal.com www.internetretailing.net www.innoparticularorder.com www.europeanecommerceforum.org http://twitter.com/ianjindal Thank you