e-Commerce Innovation

To answer what changes to make today we have to …

Define what we want to be andMake some assumptions about the future

MissionOur Brand

Is your mission Brand awareness?

Our ProductIs your mission to sell product?

Merge the Two Create an affinity for the BrandUse technology to create disruptive selling channels

How has the Industry changed in the past 10 years

Online sales has enabled consumers to buy even when the physical store location was not close by (wide variety of product)Touch points before a sale have changed from single store only to multiple omni-channel touchesRace to the bottom pricing models – Amazon and Flash sales online Fast delivery and low shipping costs are an expected part of businessProduct comparison features and expanded content drive purchasesMobile has become the primary screenGrowth of intermediaries

Current Best PracticesAlways be testing / iterate constantlySearch bar prominenceUrgent deals / use images to communicateStore locatorsEducational content

About the productCustomer reviews

Design value Full concept of aspirational look – value addConvenience and mobile experience

Beginning of user segmentation

What is changing in the next 2- 5 years

Consumers want to be treated as individuals rather than aspire to an ideal persona

What is changing in the next 2- 5 yearsIOT (Internet of Things),(3-5years)

A new level of connectivity“Talk” to the internet / Two way dialogueEverything you interact with will be connected and Big Data will be used to predict needed personalization and contextualization

System Consolidation, Enterprise Structure and Multi-Channel explosion

Cloud Hosting

Cloud Hosted Central

Connectivity

CRM

CMS

Inventory OMS

What is changing in the next 2- 5 yearsAn Open Marketplace

Sell anything to anybody (Alibaba is B2C, B2B, B2B2C all in one site)

B2B online A shrinking % of deals will be made in person (traditional sales force)

Social replaces traditional advertising and we monetize the masses

Search also adds a social componentSocial becomes your advertising campaignUnderstanding of context and personalizing information

Product delivery UPS / Fedex / USPS meets disruption to lower costDrive to store pick-upLocalization of offer bringing customer into the physical storeUber / Drones deliver product at a lower cost several waves per day

What is changing in the next 2- 5 years

Website page personalization optimized for location and customer persona

Imagine Merchant Services (a repository of all your credit card purchases) and Facebook (a repository of everything you like / feel) provide a unified service telling the e-tailer who is on their site (by IP address). This will allow first time customers to get personalized offers based upon their likes and past purchases

Product personalizationEverything from apparel sizing to unique servicesThe consumer adds their personal touch to favorite brands

Dynamic PricingIntroductoryBased upon availability by locationFlash Sale events designed to drive trafficBeacon use and on-demand couponing

What is changing in the next 2- 5 years

M-Commerce (now)Contextually relevant shopping experience (one experience does not fit all)Convenience – Deliver it now or I can pick it up whereVideo CommerceBeacons Reminders (printer out of ink)

Security issues will change payment options

No longer a need to type in your credit card

What is changing in the next 2- 5 years

Long form contentData based content curated for relevancyReviews sorted by personaVideos (format availability)

How toProduct descriptionBrand presentation

Digital branded content UGC explosion - company and bloggersShift to digital media - go where the customer is

Key areas to focus onDesign to the future

Think ease, fast and seamlessThe internet should work for the customer

I am looking for X, tell me what variations are available and when there is a sale

Let other services evolve and implement them as they become available

Combined (integrated) services will be the path to the future but

They are more costlyFew companies are well connected across functionsNot all functionality is available today

Areas to focus on for 2016 - 2017

Social is changing from brand awareness to engagement and onto purchase intent.

Focus on ways to use social to generate revenues.

Use multi-format digital media - Content is changing from text to video and presentation format from company generated to UGC.

Create a plan to generate content in multiple formats from multiple sources.

Create an architecture roadmap of integrations for 2016 based upon what is in place today.

Create a transition plan from standalone to fully integrated cloud systems. Understand your technology stack.

Areas to focus on for 2016 - 2017

Mobile first As everyone has access and carries with them a smartphone, focus on creating a better mobile experience (decide if this is for brand awareness, selling or both)Drive a better message with less text, add imagery, use data to create a laser focus.

Metrics Get a great dashboard

Product Personalization Create new products every year. Create bundles from existing products. Leverage new technology to drive increased brand value

Areas to focus on for 2016 - 2017

Grow a B2B customer group in addition to B2C

Add functionality to support their needsDiscounting, tiered pricing, P.O.’s, Tax exempt, Customer service history, pre-orders

Use data to grow relationships with retailers for B2B and with customers for B2CUnderstand how both technology and online content / social can predict and drive impulse behavior and how best to apply attribution to maximize media spend

Areas to wait on TechnologyMerchant Services and Facebook are not announcing a partnership anytime soon to segment by IP address for first time customers page personalization, so…

Focus on how to deliver localized and personalized site experiences with immediate ROI.

Rising shipping costs are making it too expensive for orders under $30 to be processed on the web and shipped to your home.

Try alternative delivery methods / drive in-store pickup.Create web specific product offerings

Web fraud will drive changes to payment processing.

Wait for these changes. You won’t have to login with a password or input your credit card much longer.