Whereoware: 5 E-commerce Trends to Try Out
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5 E-Commerce Trends to Try Out
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Us: Whereoware
Online strategy, design, development + marketing
The stats: • Thirteen years in the business • Work with B2B product, B2B services, +
B2C
About me: Teya Flick, Director of Marketing – with Whereoware for 4+ years
Twitter: @Whereoware
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Agenda
8.15.2011 | Page #
• History of e-commerce • The shrinking B2B + B2C gap • Top trends
• Dynamic site experience • Mobile/tablet shopping • Video • Search • Sophisticated merchandising
• Key takeaways
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History of e-commerce
Twitter: @whereoware
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The B2B + B2C gap is closing
2003
2006 Comparing two leaders in their industries:
B2B + B2C e-commerce companies are becoming more and more alike.
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The B2B + B2C gap is closing
1996
2011
B2C: ETHAN ALLEN
2000
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The B2B + B2C gap is closing
1996
2011
B2C: ETHAN ALLEN
2000
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The B2B + B2C gap is closing
1996
2011
B2B: UTTERMOST
2000
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The B2B + B2C gap is closing
1996
2011
B2C: ETHAN ALLEN
2000
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The B2B + B2C gap is closing
1996
2011
B2B: UTTERMOST
2000
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Looking ahead to 2012
What is popular in B2C now will make its way to
B2B tomorrow…
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Looking toward the future
Tablets
Video
Search
Personalized shopping
Sophisticated merchandising
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Personalized shopping
• Personalized + targeted content improves conversions and reduces abandonment.
• Almost 12 years ago, Amazon started this with personalized product recommendations.
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Personalized shopping
B2B translation: personalized portals
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Personalized shopping
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Tablets
Improving shopping + selling • Tablet shoppers convert at a
higher rate and tend to place bigger orders. (Forrester research)
• Some cite that sales reps are more likely to hit sales targets while using a tablet.
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Tablet shopping
TABLET USERS CONVERT
AT A 33-66% HIGHER RATE THAN SHOPPERS USING PCS
(WSJ, 2011)
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Tablet shopping
97% of tablet traffic in the US is driven by iPads (ComScore, 2011)
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Tablet shopping
40% of mobile traffic is tablets
100% of tablet traffic is from the iPad
127% growth in tablet traffic over the last 6 months
From Whereoware B2B companies…
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Tablet shopping
Make your site tablet-compatible
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Tablet shopping This image cannot currently be displayed.
This image cannot currently be displayed.
This image cannot currently be displayed.
Make the entire e-commerce experience
tablet-compatible
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70% OF SALES REPS WITH A COMPANY-ISSUED TABLET
HIT SALES TARGETS COMPARED TO JUST 62.5% OVERALL*
Tablet selling
*cited by Huthwaite, a sales performance organization
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Tablet selling CUSTOMER DATA
SEARCH, FILTER + SORT
CATALOGS
PRODUCT INFO PHOTO CARDS
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Video
• Video is the new product image. Instead of just showing an image of a shoe, now you will see someone actually model a shoe.
• Convert more visitors • Rank higher in search results
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Video
WEBSITES DISPLAYING VIDEO CONVERT 30% MORE VISITORS INTO BUYING CUSTOMERS ON AVERAGE* *CBS INTERACTIVE BUSINESS NETWORK
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Video
VIDEO IS 50X MORE LIKELY TO BE ON THE 1ST PAGE OF GOOGLE RESULTS THAN A TEXT PAGE*
* According to Forrester research: http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
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Video/audio
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Video/audio
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Video/audio
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Video
PR 5
PR 4
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Search
• People are more likely to purchase if they find what they want
• As e-commerce becomes more commonplace, visitors expect more sophisticated ways to find the product they need
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Search
80% OF VISITORS WILL ABANDON A SITE IF SEARCH FUNCTIONALITY IS POOR
*(GOOGLE ENTERPRISE, 2010).
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Search Make it visible
Search suggestions
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Search
Allow for search of both keyword + sku #
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Search
Allow for search of both keyword + sku #
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Search Allow for filter +
sort
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Search Shop from
search
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Search Shop from
search
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Sophisticated merchandising
• Instead of the standard white grid allow shoppers to purchase directly from the merchandised product shot
• Provides opportunity to cross sell
• Helps the customer visualize what the product will look like in their store
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Sophisticated merchandising
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Sophisticated merchandising
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Sophisticated merchandising
Cross sell
Visualize it in a store
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Key takeaways
• B2C e-commerce trends affect B2B trends.
• The next trends are: • Personalized shopping • Tablet shopping + selling • Video • Search • Sophisticated merchandising
• Start off small
Twitter: @whereoware
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Questions
Teya Flick [email protected]
Slides available at: www.slideshare.net/whereoware
GET IN TOUCH
MORE INFO
Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog