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The Consumerisation of E-commerce - Thomas Joosten. Zanox
1. Amsterdam | July 2013 | zanox | Thomas Joosten, CEO
Hello World!
The consumerization of e-commerce in an
omni channel world
Thomas Joosten
2 July 2013
29. MULTI CHANNELATTRIBUTION
40.3%
15.8%
14.2%
11.2%
18.5%
0%
10%
20%
30%
40%
50%
Budget Allocation
/ ROI
Higher
Accountability for
Marketing
Budgets
Audience
Insights
Understanding
Online/Offline
Media
Interactions
Understanding
how Digital
Channels work
together
Value of accurately attribution credits to various marketing channels
Source: E-consultancy Digital
Marketing Excellence May 2013
36. CASE STUDY: DEBENHAMS ONLINE AND OFFLINE
• Exclusive 10% off via
affiliate coupon app
• Redeemed at point of
sale in store
• Tracked to Debenhams‟
database
• Attributed to affiliate
channel
• Affiliates credited with
commission
37. WINNER
OF INNOVATION
IN AFFILIATE
MARKETING
UTILISING
GEO-BASED
VOUCHER
CODES
DRIVING
MOBILE
TO IN-STORE
CASE STUDY: DEBENHAMS
Debenhams managed to integrate online and
offline channels in a way which was innovative
and brave proving that affiliate marketing can
drive people into stores and generate a clear
return on investment.
THE RESULTS
• Drove footfall with 57% of sales occurring in-store
• 70% of new email addresses by affiliate channel
• Provided strong test and learn for multi-channel ROI
44. FACTS & FIGURES
Mobile Commerce VolumeAnnual Revenue zanox Group 460 Million EUR
Number of Transactions > 90 Million per year
Yearly Generated Sales Volume > 5 Billion EUR
Mobile Transactions > 4.5 Million
Mobile Commerce Volume > 300 Million EUR
Overall story lign now...Start with taxy driver who uses and app which makes possible to see things and know nobody would before, more powerful than us army. In Irak the mobile iphone with google maps more powerful.. Consumerization is driving innovation and give power. It is fueled through spending power of consumers making it possible to leverage. Make step how that works for me personally, story of last week when my kite broke and I was looking for a repair. Show examples of how data make it more easy and anticipate what I look for but also how I use different devices symultaneously..Tols about myself through stories, a bit about Zanox so you know... A bit about you... Who is in the room, what are drivers.New era is of data driven, usage of multiple devices... Every new technology is always over estimated in short term but underestimated long run, that’s what is happening now.Talk about mobile revolutionTalk about different devices.Talk about omnichannel.Show examples of how new models are coming up, paypall and wywy.. Closing the loop Publisher example. Talk about other publisher models.? Its not the biggest who survive but the most adaptive? Does that still countsZanox believes we work with the most innovative publishers and are dedicated to make them succesfull Should still find conclusion consumarizaton and the taxi cab story......
Perhapsinsteadof „ourvision“-> zanox isNo. 1 performance Network in Europe!-> wehave a uniqueadvertisernetwork-> wehavedatafrommorethan 5billion e-commercetransactions-> wehave a reachfor > 50% ofthe European online users-> andwehave a uniquenetworkof innovative publishersaroundtheworld- thiscanleadovertotheslideswiththepublishers!!!
http://www.youtube.com/watch?v=V7q1jx8mYi8
Couldn‘t we make a statement like this:There is a mobile shopping revolutionWe see advertisers on the omni-channel roadWe see the „big 4“ amazon, google, facebook & apple building their ecosystem with their data To dominate this marketWe as the European Affiliate industrie could wait and seeBut we should use our position to sit in the driver seatWe should create an European way for this data driven performance marketZanox will take his role as Europe‘s Network No. 1We will start a „Closing the Loop Publisher Initiative“ in 2013Zanox has access to more than 4,2000 advertisersData from over 5 billion transactionAnd access to more than 50% or the western European online consumers
Look and feel of slide needst to be adapted to the look and feel of the presentation. To much tekst? But I need to Drove footfall with 57%of sales occurring in-store70% of new email addresses by affiliate channelProvided strong test and learn for multi-channel ROI--------------------Important:-> this case is not an exclusive Awin case> The Award was for Debenhams, Affiliate Window & affilinet-> it has been mainly driven by Debenhams-> and affilinet had a stronger Footprint in this!!!
Emailer think about the fact that more and more people read mail on tablet and mobile phone? When do they read? Where at home, office, on the road? Make an app for your advertisers.Get paid to.. Think about the money saved and how that can be spend in shops offline or online?Voucher codes and discounts, advertisers think about the consumer value buying for first time, have an email or in your shop?Shopping, content comparing sites think about Google and how Google is now doing comparisons? Think about using RTB yourself to drive consumers to your website?Use your website, app and tablets in different locations, simulate the behavior of your customers it will always give you insights how to add the value you need.
Not sure if we should use this slide but if we do it needs to be transferred. HL:-> questionis: whatisourmessage? Original ithasbeen a slidefor multi-channelretailers -> so a clearslidefor offline fashionretailers…-> but whattosayto a 95% online audience? -> yes – wehave Tommy Hillfiger in ourpanel – but theyare a kindof „exotic“ guestat A4U – I think…
