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Humanizing trade Rebuilding trust between companies and consumers Stockholm E-commerce May 11th 2016 Joep Hutschemakers
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The relations have changed
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Way back – you knew your clients they knew you
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Industrializa8on brought economies of scale
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Distance between companies and consumers also grew
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Mass communica8on replaces the personal rela8on by brand rela8on
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Shareholder value replaces customer value
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Profit over People
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Distance between People and Brands is big
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80%intheUSdistruststhe
governmentand/orcompanies
90%Distrustsadver9sers
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How are we going to fix this? By showing that we are human
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Showing you have a higher purpose than your own intersts
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Crea8ng an online face and voice
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Trading data with our customers
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Via data towards an emo8onal connec8on
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Humanizing trade Creating succesfull connections by constantly taking away the barriers to trade
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Own contribu8on
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?Trust is key
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Givesellersaface,exampleofacardealers
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Chat as the new email
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Humanizing advertising
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Punch in the face
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The retarge8ng myth
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Disrup8on from interrup8on
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Intent moment is key for relevant adver8sing
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Insert mock up on be post integra8on Adver9singclose
tointentmoment
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Adver9singclosetointentmoment
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Questions?
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