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THE SHOPPING CART IS DEAD
1
Phillip Jackson (@philwinkle)
- 15 years of ecommerce- South Florida Magento Meetup- Moderator on StackExchange- 4x Magento Certifications
ABOUT ME
• Passive commerce• Conversational commerce• Ambient commerce• On-demand commerce
THE FUTURE OF COMMERCE
THE SHOPPING CART IS DEAD
A BRIEF HISTORY OF COMPUTING
WE HAVE SPENT THE PAST 35 YEARS OF THE PERSONAL COMPUTING REVOLUTION
WITH REAL-WORLD METAPHORS FOR NEARLY
EVERYTHING THAT WE COME INTO CONTACT WITH
“FOLDERS”
“FILES”
“TRASH CAN”
The Desktop MetaphorThe computer's metaphorical desktop, with its onscreen windows and hierarchy of folders, is the only digital work environment most users and designers have ever known. The 1984 Macintosh
WHAT HAPPENED TO THE DESKTOP?
THE DESKTOP, BY DESIGN, IS A MONO
TASKING DEVICE
“…empirical studies show that the traditional desktop design does not provide sufficient support for today's real-life tasks involving collaboration, multitasking, multiple roles, and diverse technologies”
WITHOUT A DESKTOP, OUR OLD COMPUTER
METAPHORS BEGIN TO BREAK DOWN
vs.
THE BIRTH OF THESHOPPING CART
A perfect environment
- World Wide Web
- Secure browsers
- Debit Card Proliferation
THE BIRTH OF THE SHOPPING CART
• “Goldilocks conditions”:• World Wide Web• Secure browsers• Proliferation of debit cards• NAFTA, U.S. Economic policy
THE BIRTH OF THE SHOPPING CART
2007
SEPTEMBER 19, 2013
THE WAY THE WORLDLOOKS NOW
THE DEATH OF THE SHOPPING CART
• Commerce is on-demand and realtime• Shopping as a destination• Shopping AT your destination
• Passive commerce (set it and forget it)• Impulse buys
THE DEATH OF THE SHOPPING CART
• Single-item transactions• Downloadables• Ephemeral products, consumables
THE DEATH OF THE SHOPPING CART
THE FUTURE OF COMMERCE
PASSIVE COMMERCE
“COMMERCE EVERYWHERE”
• Intent Generation – generate intent for items you didn’t know you even wanted. It’s the ultimate top of the funnel generation.
• Intent Harvesting – They allow you to harvest the intent that’s been generated.
PASSIVE COMMERCE
Passive Commerce exists at the space in-between intent generation and intent harvesting. You know you already want the product, but have no immediacy to buy now. Passive Commerce accelerates the step to intent harvesting.
AMBIENT COMMERCE
Whirlpool Corp. will release a washing machine soon that will know when you’re running low on detergent and place an order for delivery.
“Thanks to an integrated SIM card*, Zenius can communicate with our Customer Relationship Center. This allows us to deliver services before you even know you need them.”
CONVERSATIONAL COMMERCE
OPERATOR
FACEBOOK MESSENGER
“TACOBOT”
DRINKEASY
Drinkeasy, for example, is an SMS-based service to order booze. I’m like, “Hey, you should check out Drinkeasy. There is no app. Let me send you the contact,” which has the name Drinkeasy and some short code. Just text it and you’ll be up and running.
ON-DEMAND COMMERCE
Other brands have already signed on to eventually use Amazon Dash Replenishment with their connected devices, including Samsung printers, Brita water pitchers, Whirlpool washers and dryers and Purell hand-sanitizer dispensers.
Alexa, the voice service that powers Amazon Echo, provides capabilities, or skills, that enable customers to interact with devices in a more intuitive way using voice.
The Alexa Skills Kit is a collection of self-service APIs, tools, documentation and code samples that make it fast and easy for you to add skills to Alexa.
• Passive commerce• Conversational commerce• Ambient commerce• On-demand commerce
RECAP
• Old paradigms are dead• B2C catalog shopping will diminish
• Social currency• Commerce everywhere
• Shopping is no longer a destination
RECAP
