eCommerce started life as a straightforward click & buy distribution model but has evolved into a vast array of business models and a blurring between technology, content and customer experience. With marketplaces dominating access to consumers and content and experience as the new currencies how can brands and retailers go beyond simply fulfilling the sale to inspire the consumer and tell their stories? In this session Jasper explored how brands and retailers need to maximise the value of content and in tandem trial new techniques and technologies to win over the customer.

1. RETAILERS
WE CREATE HUMAN ADVANTAGE
STOP thinking STORE
START thinking STORY

2. We’re an agency that understands what matters to your customers, and we create and
build digital solutions to empower them.

3. 3
Digital business
model
CLIENTS COME TO US WITH MANY
DIGITAL COMMERCE CHALLENGES
WHO ARE AMAZEREALISE?
Brand-
commerce
proposition
Opportunity
assessment
Content,
channel,
ecosystem

4. 4
#1 CHALLENGE
THINKING IN ISOLATION

5. STORE STORY
“Logistics, rather than brand
equity, is where the battle needs
to take place”
Retail Week 2017
“Everybody needs to figure out what
makes them special and use those
weapons to compete”
Brian Spaly, Bonobos & Trunk Club
STRIKE A BALANCE

7. 7
”RETAIL APOCALYPSE”
C O N S U M E R E X P E C TAT I O N S
A C Q U I S I T I O N C O S T S
M A R K E T P L A C E A N D P R I VAT E L A B E L
S TO R E C LO S U R E S
AT T E N T I O N
R O I & LOYA LT Y
P E R M I S S I O N
C O M PA N Y L I F E S PA N S

8. MORE WAYS TO DO BUSINESS
On-demand,
subscription and
brokerage
Marketplaces,
cross-border
Secondary &
‘re-commerce’
Content and
social
commerce
Voice &
conversational
commerce
Augmented &
experiential
buying

9. SHOPPERS WANT MORE
MCKINSEY, ENSO

10. 92%
of consumers visiting a retail website for
the first time are not there to buy
‘Professional shoppers’ using X2 the
touch points we did in 2007
YET ARE NOW MOVING TARGETS WHO ARE
INCREASING SAVVY ABOUT THEIR DATA
EPISERVER, KPCB, DELOITTE
79%
Willing to share personal
data for
“clear personal benefit”

11. AND RARELY LOYAL
MCKINSEY
58%
of consumers change
brands from one
purchase cycle to the
next
90%
of categories surveyed
showed no customer
loyalty
“Consumers are quick to
cancel subscriptions that
don’t deliver a superior
experience or a lack of
perceived value”

12. MARGINS UNDER PRESSURE.
KPCB 2018

13. 1
3
SO, UNLESS YOU SELL
SOMETHING NO ONE ELSE
DOES …
PLEASE REMAIN SEATED.

14. DESPITE THIS STARK REALITY,
‘STORE’ THINKING
STILL PREVAILS.

15. FAILING TO MAKE A
REAL
CONNECTION

16. FAILING TO DELIVER
A PERSONAL &
CONTEXTUAL
EXPERIENCE
““52% of shoppers that have followed up
on a personalised offer have left feeling
empty handed”
INTERNET RETAILING

17. KEEPING CONTENT
IN
SOLITARY
CONFINEMENT

18. WHAT DO WE MEAN BY
’STORY’ THINKING
MAKING A HUMAN CONNECTION
CREATING A NARRATIVE THAT PUTS
THE CUSTOMER FRONT AND
CENTRE
MAINTAINING
THE PACE

19. A HUMAN
CONNECTION
CUSTOMER
NARRATIVE
PACE &
CADENCE
RESONANCE PERMANENCERELEVANCE
VISIBILITY
AFFINITY-LED
COMMITMENT
AT NEED
PURCHASE

20. MAKING A HUMAN CONNECTION

21. 2
1
“In the footwear industry, new brands are a dime a dozen.
But a company launched by industry outsiders using
natural materials and a creative Kickstarter campaign?
That’s a little harder to find”
Sourcing Journal

22. 2
2

23. CREATING A NARRATIVE THAT PUTS THE CUSTOMER
FRONT AND CENTRE

24. 24
“Tinder for Fashion”

25. 25
Sources

26. MAINTAINING THE PACE

29. YOUR STORY

30. A HUMAN
CONNECTION
CUSTOMER
NARRATIVE
PACE &
CADENCE
A unique, human
proposition and value
exchange beyond
convenience?
A data-lead, serialised
approach to both content,
commerce and search going
beyond simply supporting
product launches?
A programmatic, progressive
approach to personalisation that
actively involves the user?
Balancing choice and making
fewer, more personal
recommendations?

31. WHAT’S YOUR STORY?
THANK YOU.
www.amazerealise.com
@jasperbelluk