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The Future of (e)Commerce
lies in Contextual
What’s context anyway ?
***It’s creating a deep undertanding from a
specific audience
*** Create added value for it’s audience
*** In order to create a long term, personalized
customer relationshiop
The current approach
***Offline / Brick & Mortar ? …
*** eCommerce ? …
*** … Contextual
2 approaches
1 Driven by
MOBILE TECHNOLOGY
WEARABLE TECHNOLOGY
DATA IoT iBeacons
***Contextual carried out trough an opt-in base
*** an ongoing subscription with an automated
grocery list and automated delivery.
*** That will for sure help the shopping
experience into something convenient.
***Contextual carried out trough sensors in your
home
*** An ongoing delivery of information &
suggestions regarding your medical situation, personal situation and life in regular.
*** That will for sure help the life- & shopping
experience into something convenient.
***Contextual carried out trough sensors in
every city
*** An ongoing delivery of information &
suggestions regarding things to do/visit, stuff to buy, …
*** That will for sure help the life- & shopping
experience into something convenient.
Unlimited scenario’s***
Suggestions about vacations & city trips ***
Specific birthday presents > right time ***
Fertilize & maintenance suggestion about your garden
*** Financial suggestions/warnings
*** …
Were to invest in today?
***Tools that can collect data
*** People that can analyse the data
*** Tools & People that can take smart actions
with these analyzed data
2 Driven by
STRONG CONTENT WHICH CREATES A CONNECTION
Were to invest in today?Website that supports the vision
of being contextual
***Editorial team that creates strong content
*** Tools that collect personal data
***
People that can take smart actions with the collected data and the content
1. Catalog driven. Choice of products does matters less. Needs to fit in a cost driven-, profit driven- and sales driven approach.
2.Data is mainly used for marketing purposes
3.Conversions are driven by web copy, ads, usability and price/promotions
4.Big part of the marketing budget goes to advertising & traditional online marketing
5.Building the brand is driven on the business mission, vision and USP (price, service, …)
6.CFO is in charge. Sales and marketing are driven on KPI’s and numbers
1. Strong and deep connection with the products. Choice of products is driven by passion and connection with the brand.
2.Data is used to build strong and deep connections with the customer, to serve on a personal level and to automate processes in order to create a better and longterm customer satisfaction.
3.Conversions are driven by understanding the customer, creating added value for the visitor with strong content, ….
4.Big part of the marketing budget goes to creating content and building (social) relationships
5.Building the brand is human driven, the why behind the brand and believe in the products
6.Customer is key. The product- & editorial team is in charge, CFO, sales and marketing are supporting.
DifferencesCurrent Contextual
Transformation processCustomer first vision
***Creating meaningful content
Creating customers & fans
*** Gathering customer data
Personalise & Automate processes by using technology
Ondernemer in de internet sector
Marnik D’Hoore* CentralWide (1998 - 2000)
* bSeen > Wijs (2000 - 2012)
* Bloovi / Bloov Me / In For Luxe / ieLon (sinds 2012 - heden)
