L2 Clinic Paris 2012: a quick overview for those who missed it!

by @eelinglee & @CJuppet

● What's Old is New again, Scott Galloway - Clinical Professor of Marketing, NYU Stern; Founder, L2

● A European Overview of E/T/M Commerce, Delphine Gatignol - VP Sales, France and Belgium, comScore

● Touch Commerce: How Fingers are reshaping Retail, Mar Hershenson - co founder &CEO of Revel Touch

● Convergent Retail: Optimizing the Customer Experience from Attraction to Transaction, Nigel Vaz - SVP, EMEA Business Lead, SapientNitro

● eCommerce With an Experience, Thomas Kruse - VP of European Business Development, Vertic

● How we approach App Development for Mobile and Tablet, Sarah Watson - Group Mobile Manager, The NET-A-PORTER GROUP

● High tech, high touch: How Four Seasons Connects with Customers both on and offline, Felicia Yukich, Manager of Social Media and Marketing Worldwide, Four Seasons Hotels and Resorts

● Who is doing this Well: Luxury, Maureen Mullen - Head of research and advisory, L2

Speakers

E-Commerce: where retailers are investing

The affluent consumers are setting the standards for brands.

The client's wish list should be able to synch between all used devices to create a global experience and keep the customer on the purchasing path.

The Journey of one in these Spaces: From anchored devices to Freedom."

NOW: 1 billion connected PCVS.

IN 2020: 10 billion connected devices (smartphones & tablets)

E-Commerce: From Attraction to Transaction

"We must keep in mind that digital and physical worlds are not separate": each channel work together in order to satisfy the

consumer's desire.

F{acebook}-Commerce: Branding - Engagement - Offers

"Facebook is not a booking channel anymore, but should remain a communication channel."

Don't forget to consider the friends of fans factor in order to extend the social influence of Fans.

Top 3 buying power index: 1. LinkedIn

2. Pinterest (targets mainly women)3. Twitter

F{acebook}-Commerce: Branding - Engagement - Offers

"In Europe, women spend nearly 2 hours more per month social networking than males"

M{obile}-Commerce: striking sentences

"Mobile commerce had the faster growing pace over history"

" 2 peaks in a day: We usually grab our phone/tablet when waking up, and take time to

relax with our phone/tablet at night, between 8 and 10 pm.Thursday is the first peak day - when preparing the weekend :-) -

and saturday is the second one - sharing what we are doing!"

"Do not only think about mobile apps, but also consider building

tablet apps"

"13% of consumers have purchased on their mobile over the last 3

months"

"In Germany, Spain, Italy and France a large majority of smartphone owners spend between 21€ and 100€ when

making purchases"

M{obile}-Commerce

These graphics emphasize the fact that men are the main smartphones and

tablets buyers & users, from 25 to 55+

M{obile}-Commerce

Source: comScore MMX, June 2011 vs June 2012

"The main threat for e-retailers is

AMAZON!"

T{ouch}-Commerce

DIGITALBRANDThe future of retail lays in e-

commerce, the frontier between brand and digital worlds

"We must keep in mind

that digital and physical worlds are

not separate"

T{ouch}-Commerce: converges entertainment, media and retail into one thing

■ Re-conceiving navigation■ Content strategy■ Functionality for a different form factor■ Different orientations (vertical and horizontal)

Applying new technologies to achieve dramatic improvements in critical customer measures of performance, such as sales, profits, loyalty, satisfaction, or lifetime customer value.

"Tablet users convert [...] A tablet is 15 to 20 times more likely to convert than a PC"

"Digital Content as Product"

"Change your merchandising:

create entertainment"

T{ouch}-Commerce

Objective: Using in-store digital content delivery as a way to provide notifications, enrich the overall experience (travel/shopping), and drive sales when a customer is in your store.

The conversion rate is 35% higher if you look at a screen with your client instead of standing up behind the counter and waiting for her to come and ask questions!

Importance of UX - Fast, easy, engaging + key value factor=innovation

Main thought and advices to remember

● Online & offline channels are beginning to narrow

● Create an app only downloadable in-store enables to increase physical AND mobile traffic!

● Be sure to implement a regionalization of content

● Consumers OWN the brand

● Have a look at this video and see how clothing brands can change the consumer's behavior: while watching the film, you can click on the clothes and have info on it!

● Include your social media streams on your website (Four Seasons Hotels & Resorts do it well!)

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