James Gurd of Digital Juggler presented to Berkshire Digital on 17th January on the Future of Ecommerce. Sponsored by Cranberry Panda, the event was a great success. The accompanying podcast can be downloaded by visiting www.berkshiredigital.org

1. In association with
8 Key Trends for
Retail E-commerce in
2013
Presented by James Gurd
Owner, Digital Juggler
Thursday 17th January, 2013

2. 8 Key Trends for 2013
“2013 will see a greater shift in focus towards mobile &
customer – understanding that user experience drives
ROI and that not being mobile friendly in a multi-device
world is like waving a white flag”
 4 for Mobile
 1. Responsive design vs. Device Detection
 2. Mobile showrooming
 3. Mobile marketing budgets increase
 4. In-store Wifi ubiquity
 4 general trends
 5. Delivery/Returns battleground
 6. Attribution modeling improves
 7. Content gets an ROI
 8. Subscription & rental e-commerce growth

3. Part 1 –
Mobile Trends

4. Why does mobile
matter?
“Not having a mobile strategy is like closing your site for
business one day a week”
Multiple uses for mobile Device fragmentation
 Mobile search  There are >6,500 different
models of mobile device
 Local information  Feature phone
 In-store price comparison
 Smartphone
 Tablet
 Mobile payment
 Variety of screen resolution is
 Check-ins increasing e.g. iPad Mini
 Social sharing

5. More mobile devices being
shipped than PCs

6. Mobile growth is global
http://www.thinkwithgoogle.com/mobileplanet/en/

7. The Internet can help save the
high street – The Endless Aisle
 80% UK shoppers have reserved  Always on commerce:
products online for in-store collection
in 2012 (up from 74% in 2011)  Store finders
 Vouchers
 44% shoppers always research
online before buying offline  Buy & collect
 Local search
 43% use mobiles on the move to
compare prices/read reviews (up  Click to call
from 19% in 2011)  In-store WiFi
 Useful reading: Econsultancy‟s guide  QR codes
 Kiosks & Tablets
http://bit.ly/10bwkmu
 Pop-up shops
 Interactive mirrors

8. Trend 1 – Responsive Design vs.
Device Detection
In 2013 more e-commerce retailers will use responsive design (using either
CSS or JavaScript) or device detection to tailor page content based on
resolution of browsing device.
 What are the benefits of responsive design?
 Tailor content layout based on device type
 Reduce complexity of scrolling for visitor
 Improved user experience
 What are the benefits of device detection?
 Customise the type of content shown based on the
device type
 Focus features/functionality based on likely intentions of
visitors
 Remove page elements that don‟t work on specific
devices
 Add elements to take advantage of device capabilities
e.g. touch-friendly CSS for touch screen
 For GPS enabled handsets, can pick up user location
via GPS instead of asking people to fill out forms

9. Obvious, right?
So why aren‟t these well-known brands doing it?
How their sites look on a small tablet (480x640)

10. Example: benefit of
responsive design

11. Example: benefit of
responsive design
http://mattkersley.com/responsive/

12. Example: device detection to
improve targeting
Promoting relevant apps
 Detect model and OS of phone
 Make smarter choices for
targeting services & content
 If visitor is using an
iPhone, don‟t offer Android
version of app – promote the
iOS version.

13. Trend 2 – Mobile showrooming
In 2013 more shoppers will use stores to „try on‟ merchandise, then turn to
their mobile to shop around online or access more information before
committing to a purchase.
Why?
 People are used to using their mobile phones to find
more information
 Can enable social sharing and voting
 In-store WiFi is making web-based interaction more
comfortable
 Not everyone wants to buy in-store and carry out –
arranging home delivery can be more convenient

14. What will we see more of?
Brands experimenting with ways to increase in-store engagement and use
the store environment to drive sales offline and online.
 The much maligned QR code
 Interactive mirrors
 Interactive content from product
Suppliers
 Augmented reality
 NFC tags – when will Apple join
the party?
“27% showrooming shoppers will likely make a purchase online
using their smartphone or tablet while they are still out shopping”
Accenture Holiday Shopping Survey, October 2012
Further reading: http://bit.ly/V6domW

15. Example: Interactive mirrors
 Sportsgirl, Australian
retailer, providing interactive mirror
for multi-channel shoppers
 Interactive mirror at
Republic‟s Westfield
Stratford City store.

16. Trend 3 – Mobile marketing budget
increases
In 2013 a greater % of the marketing budget will be invested in mobile
marketing campaigns. Q4 2012 – mobile drove 20% of clicks and 15% paid
search spend (spend up on Google & Bing).
Why?
 More and more online shoppers are using multiple
devices
 Mobile is a key touch point in the buying cycle even if
it‟s not the last click
 Mobile is essential for multi-channel retail
 Geotargeting can drive local conversion
 Mobile search is a big growth area + retargeting

17. Trend 4 – In-store Wifi & Enhanced
Services
In 2013 more retailers will use technology, such as WiFi, to enhance the in-
store customer experience and increase the opportunity for data collection
and targeting.
Why?
 More and more online shoppers are using mobile devices in-store
 43% in UK said they used mobile for price comparison and product
reviews (up from 19% in 2011)
 Can be used to capture valuable customer data
 74% happy for retailer to send promotion text or email while using
in-store WiFi (OnDevice Research)
 3G connections can be unreliable – WiFi enhances experience
 Useful reading – Econsultancy blog on in-store WiFi
http://bit.ly/VBe5A0

18. Example: mCasino from
Groupe Casino
Making shopping easier
 App for use in local grocery
stores
 Pushes deals & promotions
 App knows product availability
based on which store the
customer is in
 Link with loyalty cards to
personalise promotions
 The app is able to collect
customer data –
frequency, purchase
history, repeat items etc.

19. Part 2 –
General Trends

20. Trend 5 – Delivery battleground
In 2013 more ecommerce retailers will focus on improving their end-to-end
order management process to increase customer satisfaction with delivery
and after-sale care.
Why?
 “The great online delivery scandal” – IoS
 Several issues/opportunities to address:
 Extended returns period – not just statutory
 Payment-on-dispatch
 Online order tracking
 Text status updates
 Alternative delivery methods
 Free returns
 Easy customer service support – web / phone / email

21. Did your Christmas gift order arrive on time?
59% said they would not shop with a retailer again if they failed to
deliver on time.
Survey of 1,000 UK consumers

22. Example: Wiggle making life
easy for returns
 365 day returns policy for
unused/undamaged items
 Return via Collect+
 Generate and print online
returns label
 Online FAQ that is referenced in
the dispatch note
 If faulty, refund up to £25
carriage, if over this arrange for
collection via Customer
Services.

23. One step further: Zappos
 Free returns for all domestic orders (US)
 Pre-paid UPS domestic or USPS
domestic label
 365 day returns policy
 Self-service online
 If you order on 29/02 in a leap year, you
have until 29/02 of the next leap year!
 Credit automatically to card you paid on
 The flowers story: http://bit.ly/10uT9BN

24. The good: House of Fraser
 Buy online, collect in store.
 Clear communication:
 Order confirmation email
 Dispatch confirmation
email
 Order ready confirmation
email
 Order collection
confirmation text
 Returns via store or post
 In-store staff understand the
policy

25. The good: Maximuscle
 Text message confirmation day before
delivery
 Can re-arrange delivery via text reply
 Text confirmation of new delivery date +
online order tracking reference
 1hr delivery window – excellent
 Provides name of carrier
 Even includes the name of your driver!

26. The bad: Maillife
 Inaccurate online order
tracking
 No link to courier live delivery
information
 Bare minimum 7 days „cooling
off‟ period
 Up to 28 days for
„unsatisfactory‟ goods
 Only standard delivery option
– up to 7 working days
 Account log-in doesn‟t always
work – cookie issue

27. Smaller businesses can
compete: Accessories Online

28. Trend 6 – Attribution modelling
In 2013 more retailers will use analytics tools to understand channel
interaction to help them improve the efficiency of marketing investment &
campaign planning.
Why?
 At basic level multi-channel funnels are easy to identify
using basic analytics tools
 What is missing is intelligent modelling to predict the
impact of changes to the marketing mix
 Data interrogation will enable retailers to assess impact
of changes to marketing focus
 Attribution analysts will be worth their weight in gold
 Added value in multi-channel environment – impact of
offline / online marketing on each other

29. The basics – assisted
conversions

30. Drilling down into the data

31. What questions can it answer?
The enticing….
 How does changing my keyword targeting via PPC
affect my overall ROI?
 What is the best way to use retargeting to support my
SEM?
 Which email segments are contributing the most to
my social media channels?
The downright adrenaline pumping….
 How does my offline PR drive online activity?
 How is my digital marketing affecting local stores?
 Does social media contribute to lifetime value & ROI?
 What content is contributing to my KPIs?

32. Trend 7 – Content Marketing quality
not quantity
In 2013 marketers will spend more time & effort integrating content into
their overall marketing plan, with a focus on quality rather than quantity.
Why?
 Brands are built around content – content
communicates values, personality etc
 Content is the glue between people and products
 Major impact for SEO – Panda update started the ball
rolling for „thin‟ content to be down graded
“In 2013, I predict that marketers will be forced to go outside of
their comfort zone to find scalable ways to produce content that
can fuel their marketing programs. Some may try outsourcing
content creation outside of their marketing teams. Some may go
outside their organization's walls to find content to curate.
Others may attempt to crowdsource content creation among
their user base.”
Pawan Deshpande, Founder & CEO, Curata

33. Build from scratch
Create a bespoke content
marketing plan aligned with overall
marketing plan. Create content in-
house or outsource to specialists.
Example – Red Bull
Crowdsource
Tap into customer demand.
Use established networks like
Quora, LinkedIn, Twitter, Faceboo
k etc.
“As the demand for more Example: Volvo
http://bit.ly/XHZYye
quality content becomes
primary to all corporate
social, SEO, and demand-
generation Buy-in
objectives, CMOs will start
to look at the "build vs. buy" Tap into existing content pool,
scenario of content buying talent and/or content
marketing” assets that are ready to use.
Joe Pulizzi, Example – Google & Zagat
Founder, Content
Marketing World
Further reading from Econsultancy: http://bit.ly/W2OKit

34. Right down to the microcopy
Tweekscycles – Cove STD Frameset
Crumpler – The Gimp 13”
Laptop Wrap

35. Trend 8 – Alternative commerce
models
In 2013 more websites will spring up that create communities by offering
alternative e-commerce models. Two key models are subscription & rental
commerce.
 This is already happening – unsurprisingly the US is
leading…
 Taps into people‟s interests & passions and removes the
need to make buying decisions
 Using expert knowledge to deliver relevant products
 Example - Birchbox:
 Beauty and lifestyle products
 Free shipping on each order
 Loyalty scheme with points for each purchase made
 Website is also provides standard e-commerce shop

36. Other examples
Shoedazzle.com
 Create your fashion
profile
 Each month celebrity
stylists help choose
your collection
 You can choose which
products to receive
 No commitment & free
two-way
delivery/returns.

37. Other examples
Dollarshaveclub.com
 Helping you manage the
cost of shaving
 Pay a monthly fee
 Can upgrade/downgrade at
any time to different razors
 Handle is free, you pay for
the blades

38. Other examples
The Thing Quarterly
 Selling unique content
 Object based periodical
 Produced by artists, writers,
musicians or filmmakers
 The object is hand-wrapped
and delivered to subscribers

39. Examples from the UK
Able & Cole
 Sign-up and select a food
box
 Pay a monthly fee
 USP – fresh food from local
family farms
 Don‟t have to be in – they will
leave in a safe spot
 Green angle – boxes are re-
used

40. Examples from the UK
Graze
 Sign-up and select a food
box
 Weekly deliveries
 First box half price to
encourage sign-up
 Health & nutrition based
food
 All boxes fit through normal
sized letterboxes!

41. And a New Year bonus!
Trend 9 – Local curated commerce
We will see more websites catering for local audiences with relevant
products, offers & content – acting as aggregators for local brands.
 Already popular in the US and likely to spread
 Tapping into the innate desire to be part of your local
community
 Creating a retail proposition by aggregating the brand
power of local businesses
 Example – Scoutmob in the US:
 Mobile app for iOS & Android
 Local mobile deals
 Local curated content
 Also likes of Giltcity.com – taking LBS to next level, more
than just a check-in like Foursquare, Gowalla etc

42. Scoutmob

43. For crystal ball addicts…
 E-commerce Predictions for 2013 - Shipwire
 Master list of 2013 predictions from industry sources - Econsultancy
 Digital Marketing & Ecommerce Trends 2013 – CEO, Econsultancy
 Top mobile commerce prediction for 2013 – Mobile Commerce Daily
 14 predictions for digital marketing in 2013 – Mindshare
 4 best practices for digital marketers in 2013 – Mashable

44. the end…
Thank You
E: james@digitaljuggler.com
M: +44 (0) 7794 539 399
W: digitaljuggler.com
T: @jamesgurd
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