How can the latest tech trends help your business? Wondering how tablets can help you boost sales? Curious to see how video or a more dynamic website can grow profits? Whether you manage a website and want to see the latest trends or just want to be better able to discuss e-commerce with your customer, this presentation is sure to be an eye-opener.

1. 5 E-Commerce Trends to Try Out

2. 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

3. Agenda
• History of e-commerce
• The shrinking B2B + B2C gap
• Top trends
• Dynamic site experience
• Mobile/tablet shopping
• Video
• Search
• Sophisticated merchandising
• Key takeaways
8.15.2011 | Page #

4. History of e-commerce
Twitter: @whereoware

5. The B2B + B2C gap is closing
B2B + B2C e-commerce companies are
2003 becoming more and more alike.
2006 Comparing two leaders in their industries:

6. The B2B + B2C gap is closing
B2C: ETHAN ALLEN
1996
2000
2011

7. The B2B + B2C gap is closing
B2C: ETHAN ALLEN
1996
2000
2011

8. The B2B + B2C gap is closing
B2B: UTTERMOST
1996
2000
2011

9. The B2B + B2C gap is closing
B2C: ETHAN ALLEN
1996
2000
2011

10. The B2B + B2C gap is closing
1996 B2B: UTTERMOST
2000
2011

11. Looking ahead to 2012
What is popular in B2C
now will make its way to
B2B tomorrow…

12. Looking toward the future
Personalized
Video
shopping
Tablets
Sophisticated
Search merchandising

13. Personalized shopping
• Personalized + targeted content improves
conversions and reduces abandonment.
• Almost 12 years ago, Amazon started this
with personalized product recommendations.

14. Personalized shopping
B2B translation: personalized portals

15. Personalized shopping

16. 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.

17. Tablet shopping
TABLET USERS CONVERT
AT A 33-66% HIGHER
RATE THAN SHOPPERS USING PCS
(WSJ, 2011)

18. Tablet shopping
97% of tablet traffic
in the US is driven by
iPads (ComScore, 2011)

19. Tablet shopping
From Whereoware B2B companies…
40%
of mobile traffic is tablets
100% 127%
of tablet traffic is from the iPad growth in tablet traffic
over the last 6 months

20. Tablet shopping
Make your site
tablet-compatible

21. This image cannot currently be displayed.
Tablet shopping
This image cannot currently be displayed.
This image cannot currently be displayed.
Make the entire
e-commerce experience
tablet-compatible

22. Tablet selling
70% OF SALES REPS WITH
A COMPANY-ISSUED TABLET
HIT SALES TARGETS
COMPARED TO JUST 62.5% OVERALL*
*cited by Huthwaite, a sales performance organization

23. Tablet selling
CUSTOMER DATA
SEARCH, FILTER
+ SORT
PRODUCT
INFO PHOTO CARDS
CATALOGS

24. 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

25. Video
WEBSITES DISPLAYING VIDEO
CONVERT 30% MORE VISITORS
INTO BUYING CUSTOMERS ON AVERAGE*
*CBS INTERACTIVE BUSINESS NETWORK

26. Video
B2B translation

27. 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

28. Video/audio

29. Video/audio

30. Video/audio

31. Video
PR 5
PR 4

32. 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

33. Search
80% OF VISITORS WILL
ABANDON A SITE IF SEARCH
FUNCTIONALITY IS POOR
*(GOOGLE ENTERPRISE, 2010).

34. Search
Make it visible
Search suggestions

35. Search
Allow for search of both
keyword + sku #

36. Search
Allow for search of both
keyword + sku #

37. Search
Allow for filter +
sort

38. Search
Shop from
search

39. Search
Shop from
search

40. 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

41. Sophisticated merchandising

42. Sophisticated merchandising

43. Sophisticated merchandising
Cross
sell
Visualize
it in a
store

44. 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

45. Questions
MORE INFO
Slides available at:
www.slideshare.net/whereoware
GET IN TOUCH
Teya Flick
tflick@whereoware.com
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog