Team Carambola

Mello / Peterson / Radecki / Rivera / Rokop / Ruge

March 5th 2012

Mello / Peterson / Radecki / Rivera / Rokop / Ruge

ABT is innovative in its store

The Secret ShopperVIDEO

Mello / Peterson / Radecki / Rivera / Rokop / Ruge

Mello / Peterson / Radecki / Rivera / Rokop / Ruge

Problem Recognition

InformationSearch

Evaluation of Alternatives

PurchaseDecision

Post Purchase Behavior

The buyingprocess

Mello / Peterson / Radecki / Rivera / Rokop / Ruge

Problem Recognition

InformationSearch

Evaluation of Alternatives

PurchaseDecision

Post Purchase Behavior

The buyingprocess

Problem Recognition

Post Purchase Behavior

InformationSearch

Evaluation of Alternatives

PurchaseDecision

content sites search engines business sites deals and o ers reviews social media

E-commerce, a more involved buying process

Mello / Peterson / Radecki / Rivera / Rokop / Ruge

Problem Recognition

InformationSearch

Evaluation of Alternatives

PurchaseDecision

Post Purchase Behavior

The ecommerce landscape

Catalogue-esque

The ecommerce landscape

It is list of lists! I don’t need all this company information. -Secret Shopper 1 “”

Catalogue-esque

The ecommerce landscape

Catalogue-esque

The ecommerce landscape

Linking into social influence

Catalogue-esque

The ecommerce landscape

Linking into social influence

Auction commerce

Catalogue-esque

The ecommerce landscape

Linking into social influence

Auction commerce

Catalogue-esque

a social online experience

+

Social Media does not reflect

Mello / Peterson / Radecki / Riveria / Rokop / Ruge

A social experience and interactions among customers on Amazon.

ABT’s business narrative online in social spaces such as Facebook.

- +Social interactionsUtilizing social media

Mello / Peterson / Radecki / Rivera / Rokop / Ruge

A top retailer, but not growing fast enough

of the Inc 5000 in overall sales from 2009

$310 million

10.7% growth

151st

of the Inc 500 in online sales from 2010

$195 million

10% growth

18% annual growth for

Top 500 internet retailers

39.5%growth39.5%

growth

4829th

Mello / Peterson / Radecki / Rivera / Rokop / Ruge

We’re pushing our e-commerce business because we believe in e-commerce. -JOHN ABT, Co-President

“”

Potential Impact on Abt Sales

+ 1% = + $3 million revenue

How might we...

enhance the online experience.

Potential Impact on Abt Sales

+ 1% = + $3 million revenue

Day of the workshop

Mello / Peterson / Radecki / Riveria / Rokop / Ruge

Empathy building exercise

Mello / Peterson / Radecki / Riveria / Rokop / Ruge

Brainstorming through collage

Mello / Peterson / Radecki / Riveria / Rokop / Ruge

Mello / Peterson / Radecki / Riveria / Rokop / Ruge

Team collages

customization around shoppingpreferences

expert opinion

navigation & search

sort & compare