Content, Design and Technology

Trends in Ecommerce 2015

Sam Ambrose

Senior Consultant

1st October 2014

The Journey Makers

We create epic journeys for the world’s leading brands

and the people behind them

So, next time you have to undertake a commerce

adventure of your own, talk to the Journey Makers at

Salmon first.

One Big Happy Family?

• Content and Commerce

– Sibling rivalry

• Design and Commerce

– Frenemies

• Technology and Commerce

– BFF’s

Content and CommerceSibling rivalry

The Rise of Engaging Content

Beautiful

Emotive

Tells a story

Informative

Quirky

Alternative

Relational

Spanning channels

Short Attention Span

Style AND Substance

Strategy

Purposeful

Relevant

Authoritative

Inclusive

Engaging

Targeted

Measurable

Functional

Strategy

X

Purposeful

Relevant

Authoritative

Inclusive

Engagement

Targeted

Targeted

Measurable

A Strong Foundation

Planning Assets Infrastructure

Style Guide People Culture

KPIs Data

Design and Commerce Frenemies

The Science Bit

Responsive/AdaptiveWhat is the difference?

Flat v Realism

Flat

Realism

Tablet Focus

Conversion rate almost double

of mobile

• Books/music/video – mobile

0.87% V tablet 2.33%

• Food 1.37% v 3.6%

All in the DetailEncapsulation

All in the DetailCTA/Images

Encapsulation, white space,

colour and contrast

Considerations…

Invest, tune and cache

Page weight affects more than load times

Technology and CommerceBFFs

In 18 short months wearable has gone from this..

…to this

Technology

trends

Wearables

Online fitting rooms

Virtual reality

In car technology

Beacons

Lifestyle

Wearables

Google Glass

Old Skool

The era of form and function?

Moto 360 by

Motorola

Apple Watch Samsung Gear 2

Virtual Reality

Virtual Fitting Rooms

Fashion meets Tech

Ralph Lauren

Ermenegildo Zegna

Tory Burch

Lifestyle

Car Technology

Beacons

Be Respectful

You can’t boil an ocean

• Do not jump on the band wagon of all new shiny things

• What are your customers expectations?

• Identify the technology that is relevant to your market,

business model and infrastructure

• Think differently

- Enable customers - In store Wi-Fi

• Plan and adopt a strategy

• Don’t overcomplicate it

• Try and try again

Salmon Asia Pacific

(Pty Limited)

Level 1, 299 Elizabeth Street

Sydney NSW

Australia

2000

Tel: +61 (0)2 8251 0044

Salmon Limited

64 Clarendon Road

Watford

Hertfordshire

WD17 1DA

United Kingdom

Tel: +44 (0)1923 320 000

www.salmon.com

@SalmonLtd

Salmon China Limited

Tower A-2808

Topland Building (第三置业大厦)

Sanyuanqiao

Chaoyang District

Beijing City 100028

China

Tel: +86 (0)10 5822 0698

Salmon North America

The Chocolate Factory

636 11th Avenue

New York

NY 10036-2010

United States

Tel: +1 (646)577 6533