Dominar el arte de la experiencia impulsada por el comercio - Peter Sheldon, Senior Director Strategy at Adobe
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Dominar el arte de la experiencia
impulsada por el comercio
Peter Sheldon, Senior Director Strategy at Adobe
@peter_sheldon
The Future’s Bright, The Future’s Digital
Between 2018 and 2021, the
By 2022, 1/5 of global online retail
number of people making
sales is projected to be cross-
purchases online is projected to
border, up by +5% from 2016.
rise from 1.8 billion to 2.1 billion
M-Commerce is projected to B2C and C2C E-Commerce sales of
nearly double in sales between products & services worldwide* is
2018 and 2021, with its forecasted to rise to $4.59 trillion by
contribution to overall retail E- 2021 and account for 17.5% of the
Commerce sales rising to 73% world’s overall retail sales, up from
by the end of 2021 11.9% in 2018
* excluding travel and event tickets
Amazon Doubles Down, Walmart Raises
“Our goal is to evolve the two-
day free shipping program
into the one-day free shipping
program, and we’re making
strides on that”
“We’re adding free NextDay delivery
on a wide range of general
merchandise from Walmart.com,
without a membership fee.”
Online Becomes “Preferred Channel” for High Consideration Purchases
Digital First Business Models Redefine Buying Behaviours
Brands Become Retailers / Retailers Try to Become Brands
Not Products © 2018 Adobe Systems Incorporated. All Rights Reserved.
“Experience Centers” Replace Traditional Stores
Mobile Experience Centers Are The New “Pop-up Store”
Augmented Experiences Mature
3D and AR Product Media Redefine Interactions
AWARENESS DISCOVERY SHOP PURCHASE POST PURCHASE
“I have a need.” “How can I address my need?” “What is the right product?” “I want a frictionless “How do I obtain simple
buying process.” and seamless support?”
CUSTOMER EXPECTATIONS
CONVENIENCE CONTEXT CONTROL
…experience loads > 1 second …knows my situation …can buy/return anywhere
…easy to no checkout …sees between the data …can control data
…always shopping …always evaluating …always wearyAWARENESS DISCOVERY SHOP PURCHASE POST PURCHASE
“I have a need.” “How can I address my need?” “What is the right product?” “I want a frictionless “How do I obtain simple
buying process.” and seamless support?”AWARENESS Seamless
“I have a need.” online-to-offline
experiences dominate
Nearly three-fourths of online
shoppers (71%) believe a strong
presence both in store and
online equates to success for
brands and retailers.
FACEBOOK PINTEREST
TWITTER SNAPCHAT INSTAGRAM LINKEDIN
FRICTION
SEARCH AMAZON EMAIL DISPLAY YOUTUBE
§ Annoying ads with
no context
VOICE DIGITAL TV IOT BLOGS BILLBOARDS
§ Unaware of product
or service
COMMUNITIES WHATSAPP
§ No reviews or ratings
§ Can’t find product shownDISCOVERY eCommerce
AWARENESS “How can I address my need?” leaders stand out
“I have a need.”
When online shoppers intend to
purchase a product, 35% start
their search on Amazon, and 19%
begin with Google.
CUSTOMER GOALS
I can better understand
the value of this product
to meet my needs.
FRICTION
§ Store vs. Online availability
§ Unclear value
§ Product pricing
§ Lack of assortment
§ Not mobile optimizedSHOP Brands and retailers need
AWARENESS DISCOVERY “What is the right product?” to stay two steps ahead
“I have a need.” “How can I address my need?”
More than two-thirds of online
shoppers (69%) believe brands
and retailers need to know their
device preferences for shopping.
This number rises to 83% of
Gen Z online shoppers, and 84%
of millennials.
FRICTION
§ Poor or lacking images or rich
content
§ Store offers don’t
match online
§ Hard to use site
search, visual search, sort &
filter
§ Cant touch/ feel / experience the
product (online)PURCHASE Omnichannel strategies
AWARENESS DISCOVERY SHOP reap major rewards
“I want a frictionless buying process.”
“I have a need.” “How can I address my need?” “What is the right product?”
Nine in 10 online shoppers (87%)
are now likely to shop in store
with brands and retailers that
previously operated only online
(i.e., Bonobs, Warby Parker).
Once those shoppers arrive in a
store, 82% are likely to buy more
than planned.
FRICTION
§ No buy online pickup/return
in-store
§ Coupon or code or promo issues
§ Payment or site
security concerns
§ Can’t order out of
stock item
§ Poor payment, shipping, and
fulfillment optionsPOST PURCHASE 78%
AWARENESS DISCOVERY SHOP PURCHASE “How do I obtain simple and seamless support?”
“I have a need.” “How can I address my need?” “What is the right “I want a frictionless
of Consumers are more likely to
product?” buying process.”
shop with Brands offering
personalized experiences
FRICTION
§ Slow Reimbursements
§ Poor Order Tracking
§ Hard To Print Return Labeling
§ In Store Return Not Accepted
§ Printing Out LabelsMaking Experience Your Business Is Good For Business
1.6x
brand
1.9x
average
1.6x
customer
1.7x
customer
36%
Faster revenue
awareness order value lifetime value retention growth rates
AWARENESS DISCOVERY SHOP PURCHASE POST PURCHASE
“I have a need.” “How can I address my need?” “What is the right product?” “I want a frictionless “How do I obtain simple and
buying process.” seamless support?”
© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Gracias
Peter Sheldon, Senior Director Strategy at Adobe
@peter_sheldon
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.You can also read
