welcome to the era of agile commerce (webinar)
TRANSCRIPT
© 2010 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited
Welcome to the Era of Agile Commerce
Brian K. Walker, Principal Analyst
July 7, 2011
@bkwalker
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Our Speakers
David Brussin Chief Executive Officer Monetate
Anu Saha Partnerships Director Bazaarvoice
Brian K Walker Principal Analyst Forrester Research Inc
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Engage shoppers anytime, anywhere!
PERVASIVE ENGAGEMENT CROSS-CHANNEL
Are you engaged with your customers across all touch-points?
Confidential
and
Propriet
ary.
© 2010 Baza
arvoice,
Inc.
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78% of smartphone owners use their phones while they shop. - Eric Schmidt, Google
30% of consumers use three or more retail channels for any shopping transaction. - Matt Anderson, Booz & Co.
92% shoppers have more confidence in info sought online vs. anything from a salesclerk or other source. - Wall Street Journal
81% of respondents said they'd received advice from friends and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. - Click Z
Customers want to see a brand – not separate channels
In Store Online
Social Web
Mobile Sales Channel
pervasive engagement
The leading global social commerce solution
Ratings & Reviews Customer Stories Questions & Answers Social Networks Blogs Forums Wikis Closed Communities Brand Monitoring Photo Sharing Video Sharing
Sales
Returns
Site traffic
Service Costs
Engagement
Awareness
Loyalty
Satisfaction
Product Improvements
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eCommerce
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Multi-Channel
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Smartphones 34% of smartphone owners have owned one less than a year, 80% less than three years.
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Tablets Tablet sales will eclipse laptop sales by 2015. Many retailers are seeing 5-10% of traffic from iPads alone. Today.
© 2010 Forrester Research, Inc. Reproduction Prohibited 21 Source: North American Technographics Consumer Technology Benchmark Recontact Survey, Q3 2010 (US)
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Social / Local Shopkick has 1 million check-ins per day, 750 thousand users, and 10% access once per day.
Connected Entertainment 43.2 million homes will have Internet connected TV’s by 2015. Kinect for Xbox 360 reached ~10M units in 2010.
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Call Center 29% of US online adults prefer to receive customer support via the phone; down from 32% in 2007.
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Retail Stores During Holiday 2010, 49% of online shoppers agreed with the statement, "I shopped in stores less because I shopped online instead.”, but 73% of US SuperConnecteds prefer to purchase a good or service in a store.
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The Web 58% of US online adults prefer to research a product online, compared to 43% in 2007. 51% of total US retail sales will be influenced by or made online by 2013. Online retail continues double-digit growth in flat economy.
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Multi-channel is very, very hard to execute today.
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“It is no longer about channels, it is about the
customer lifecycle across everywhere we
touch them.” - SVP eCommerce, Travel
© 2010 Forrester Research, Inc. Reproduction Prohibited 30 March 2011 “Welcome To The Era Of Agile Commerce”
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Multi-Channel
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Welcome to the Era of Agile Commerce.
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Agile business leaders will optimize touch-points,
not channels.
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How do businesses become more agile?
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A focus on the customer opens the door to Agile Commerce.
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$
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Attribution +
Analytics +
Orchestration +
Optimization
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marketing air
click through
category purchases
baskets site browse
opt-in
search term
off line purchases
geo / postal code
payment type
friend
touchpoint usage
LTV
loyalty RFM score
location
browser type
assortment
marketing response
service contacts
IP address
browse node
facet refinement
search term
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Keeping it all straight and driving relevance across touchpoints is a huge challenge.
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attribution + analytics…
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…+ orchestration + optimization
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CXM
On-‐site Search
WCMS
Personaliza5on
CRM
Commerce
Pla8orms
Analy5cs, Test &
Op5miza5on
The Model For CXM…
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Order Management
Consum
er
Touch-‐po
ints
Core
Web
services
Enterprise
Pla8
orms
Product Content
Management
Customer Data
Management
Common Services / APIs
Enterprise Applica6ons
Integra6on HUB
CXM
Business Tools
Business Intelligence
Enterprise Content
Management P
rodu
ct
Offe
r
Pro
mot
ion
Mar
ketin
g
Bas
ket
Cus
tom
er
Ord
er
Sea
rch
Acc
ount
Commerce Pla?rom +
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Q&A
David Brussin Monetate @dbrussin www.linkedin.com/in/davidbrussin
Anu Saha Bazaarvoice @anu_saha http://www.linkedin.com/in/asaha
Brian K Walker Forrester Research Inc @bkwalker www.linkedin.com/in/briankwalker