Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

The future of retail michael weissman svic presentation

Ad

The Future of Retail
How to put it back together when it all falls apart

Ad

Outline
• Macro view
• Implications
• Causes
• Recommendations

Ad

30,000” view

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

YouTube-Videos werden auf SlideShare nicht mehr unterstützt.

Original auf YouTube ansehen

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

YouTube-Videos werden auf SlideShare nicht mehr unterstützt.

Original auf YouTube ansehen

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

YouTube-Videos werden auf SlideShare nicht mehr unterstützt.

Original auf YouTube ansehen

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

YouTube-Videos werden auf SlideShare nicht mehr unterstützt.

Original auf YouTube ansehen

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Wird geladen in …3
×

Hier ansehen

1 von 128 Anzeige
1 von 128 Anzeige

The future of retail michael weissman svic presentation

Herunterladen, um offline zu lesen

The Future of Shopping: How New Technologies Disrupt Retail & What Opportunities It Creates for Entrepreneurs

Join us for this exclusive discussion of new technology trends that threaten to disrupt online shopping as we know it. In this interactive, engaging and very provocative talk, Michael Weissman, CEO of Synqy Corporation will explain the current digital path to purchase, who’s trying to control this process and what to do about it.

DISCOVER what business opportunities this brings - in new technologies, new business models, new marketing approaches
FIND Out about a quiet rise of unexpected competition - Google, which may end up controling the entire digital path to purchase
LEARN practical steps and tools to help you take advantage of unprecedented changes in online shopping and grow your business

SPEAKER:

Michael Weissman

Chairman and CEO of Synqy Corporation
co-author of The Paradox of Excellence

With 25 years of high technology marketing experience with large companies and start-ups—and 15 of those years in senior executive positions— Michael Weissman is currently Chairman and CEO of Synqy Corporation ( www.SYNQY.com )—a leading Internet marketing technology that adds deep interactivity and engagement to digital images. As a brand marketing consultant, Weissman has advised some of the most successful companies in technology including Apple, Amazon, Adobe, HP, Intel and Symantec. He is also co-author of The Paradox of Excellence, which has been published in 7 languages.

The Future of Shopping: How New Technologies Disrupt Retail & What Opportunities It Creates for Entrepreneurs

Join us for this exclusive discussion of new technology trends that threaten to disrupt online shopping as we know it. In this interactive, engaging and very provocative talk, Michael Weissman, CEO of Synqy Corporation will explain the current digital path to purchase, who’s trying to control this process and what to do about it.

DISCOVER what business opportunities this brings - in new technologies, new business models, new marketing approaches
FIND Out about a quiet rise of unexpected competition - Google, which may end up controling the entire digital path to purchase
LEARN practical steps and tools to help you take advantage of unprecedented changes in online shopping and grow your business

SPEAKER:

Michael Weissman

Chairman and CEO of Synqy Corporation
co-author of The Paradox of Excellence

With 25 years of high technology marketing experience with large companies and start-ups—and 15 of those years in senior executive positions— Michael Weissman is currently Chairman and CEO of Synqy Corporation ( www.SYNQY.com )—a leading Internet marketing technology that adds deep interactivity and engagement to digital images. As a brand marketing consultant, Weissman has advised some of the most successful companies in technology including Apple, Amazon, Adobe, HP, Intel and Symantec. He is also co-author of The Paradox of Excellence, which has been published in 7 languages.

Weitere Verwandte Inhalte

The future of retail michael weissman svic presentation

  1. 1. The Future of Retail How to put it back together when it all falls apart
  2. 2. Outline • Macro view • Implications • Causes • Recommendations
  3. 3. 30,000” view
  4. 4. WHAT IS RETAIL?
  5. 5. Ecommerce Value Chain Customer perspective Seller perspective Selection Finding the right product quickly Customer acquisition & merchandising CMS Buy Fast, simple & affordable transaction 1-click ordering Process order Easy to pay the way want to pay Cart Get it shipped Convenient delivery & cost Warehouse & logistics Get support Easy to try, return, or work through issues Omni-channel support
  6. 6. Ecommerce Value Chain Selection SINGLE RETAILER Benefits of scale - Purchase power - Selection - Logistics efficiencies Buy Process order Get it shipped Get support
  7. 7. Yet… Retail is breaking
  8. 8. Becoming disaggregated Discovery Buy Selection Transact DeliverySupport Share
  9. 9. PLACE
  10. 10. Changes in Distribution Drive Innovation
  11. 11. Instacart
  12. 12. Where can it head? • Robotic sorting • Robotic delivery • Autonomous cars
  13. 13. Moving to Omni-Channel
  14. 14. INSIGHT | WHAT HAPPENS WHEN RETAIL IS NO LONGER A PLACE?
  15. 15. DISCOVERY & SEARCH
  16. 16. © 2013 SYNQY CONTENT CONSUMPTION WAS CENTRALIZED 80% of adults could be reached with 3 TV ads in 1965. Today, it would take 117 commercials in prime time. - Former CMO, P&G
  17. 17. Path to purchase used to be linear
  18. 18. Most time was in store Actively shopping After the exchange Preparing to shop
  19. 19. Retailers are too-transaction centric • Didn’t focus on path to purchase (P2P) • Missed most of the shopping process • Less opportunities to create ROI and monetization Only focused here Missed opportunity Missed opportunity 15 different sites over 5-6 weeks Lots of content Actively shopping After the exchangePreparing to shop
  20. 20. Discovery time in-store is declining 34% drop Shoppers are going elsewhere to learn about what to purchase. This raises acquisition costs, too.
  21. 21. Money is made along the path to purchase not, just at transaction Discover Purchase Use Marketing $$ Margin $$ Repeat/Upsell $$
  22. 22. Ad revenue has dropped 50% in 6 yrs 50% drop Advertisers know retailer circulars don’t work like they used to.
  23. 23. The Purchase Path is now convoluted
  24. 24. The number of touch points is growing exponentially.
  25. 25. © 2013 SYNQY CONTENT IS EXPLODING Breaking through is harder than ever “We generated more content in the last 2 days than we did from beginning of time until 2003” – Eric Schmidt, Google 2003TodayBeginning of time 2 Days today > 6,000 years
  26. 26. © 2013 SYNQY CUSTOMERS MORE DISTRACTED THAN EVER Source: Google
  27. 27. © 2013 SYNQY CONSUMERS DON’T READ, THEY SCAN Read only 8% of the article (32 words) 40% view ½ story http://www.slate.com/articles/technology/technology/2013/06/how_people_read_online _why_you_won_t_finish_this_article.html Only 40% see more than ½ the article And they only read 20% of what they see. Source: Jacob Nielsen
  28. 28. © 2013 SYNQY USERS DON’T CLICK ON WHAT THEY DON’T SEE (only 10-20% of links get seen) 50% never read past here.Above the fold The good stuff – the interactive content and links are here.
  29. 29. © 2013 SYNQY AND THEY RARELY GET TO THEIR CTA DESTINATION Most customers are lost quickly when asked to click away from what they are doing 0% 20% 40% 60% 80% 100% 120% 1 2 3 4 5 6 7 8 Number of clicks 33% 11% 3.7% 1.2% 0.41% 0.14% 0.05% % of customers still with you
  30. 30. Marketing $ are moving from retailers to online properties like Google Discover Purchase Use Marketing $$ Margin $$ Repeat/Upsell $$
  31. 31. Product Listing Ads – big trend
  32. 32. Internet Scavenger Hunt BUY
  33. 33. MARKETING TRANSPORTATION$100B
  34. 34. Marketing dollars are substantial… $83 Google Ad dollars per order* $10 margin per order Source: Google average ad cost @ 3% convert rate, Margin assumption of 50% 8x bigger
  35. 35. Retailers are getting commoditized Price becomes differentiator
  36. 36. Who is this retailer?
  37. 37. Who is this retailer?
  38. 38. Let’s skip search altogether!
  39. 39. INSIGHT | WHO CONTROLS SHOPPER?
  40. 40. DIGITAL SHELF
  41. 41. How will we disrupt merchandising? Discovery Buy Selection Transact DeliverySupport Share
  42. 42. HOW WILL YOU CUT CUSTOMER ACQUISITION COSTS?
  43. 43. Add value through proximity $$ Path to purchase POS The closer to the time and place of purchase, the more valuable the marketing investment
  44. 44. Persuasion is weakest at the shelf
  45. 45. Brand Storytelling and product marketing are separated
  46. 46. Limited retail usability innovations 2002 2014
  47. 47. Object of Desire
  48. 48. Object of Desire The desire comes from the marketing and brand work
  49. 49. Ecommerce Today No persuasive brand content How Brands Market
  50. 50. Object of Desire Great content is stripped when it goes to resellers
  51. 51. Object
  52. 52. INSIGHT | RETAILERS ARE COMMODITIZING BRANDS
  53. 53. Commoditized shopping experience
  54. 54. Commoditized shopping experience
  55. 55. There’s very little other differentiation Section Attribute TRU Amazon Walmart Target Details & Description Product details ✔ ✔ ✔ ✔ Product description <50 word ✔ ✔ ✔ ✔ Quick bullet facts about product ✖ ✔ ✔ ✖ Rich-media content Roll over image/zoom ✔ ✔ ✔ ✔ 30 Second video commercial ✔ ✖ ✖ ✖ Customer and shipping information Customer Question & Answer ✔ ✔ ✔ ✖ Customer reviews ✔ ✔ ✔ ✔ Featured/related items ✔ ✔ ✔ ✔ Fast shipping options ✔ ✔ ✔ ✔ Local store search ✔ N/A ✔ ✔ Price comparison/financing options ✖ ✔ ✔ ✖
  56. 56. INSIGHT | RETAILERS ARE COMMODITIZING THEMSELVES
  57. 57. Enthusiasm gets lost, not amplified
  58. 58. What Happens Without Impulse Buying?
  59. 59. Merchandising Matters.
  60. 60. Didn’t deliver right content • Most shoppers still go to vendor websites for information • Over 50% of shoppers who abandon shopping carts go to visit vendor websites Lack of vendor information is driving nearly 40%of cart abandonment 100% of carts 70% abandon 56% Of abandons leave to visit vendor’s site for informa on 39% of cart loss due to missing info
  61. 61. Sources: LivePerson, IBM/CoreMetrics 100% of shopping carts 32% Buy The cost of stripping away the content
  62. 62. Sources: LivePerson, IBM/CoreMetrics 100% of shopping carts 68% Abandon 32% Buy The cost of stripping away the content
  63. 63. Sources: LivePerson, IBM/CoreMetrics 100% of shopping carts 32% Buy 41% Other reasons 27% Seek rich vendor content The cost of stripping away the content
  64. 64. Transactional info, not lifecycle info • Focused only on one small sliver of time and narrow content • Didn’t think end-to- end or whole consumer lifecycle BEFORE TRANSACTION DURING AFTER How-to Guide User Manual Coupons & Discounts Promo ons Tes monials Demo Video Customer FAQs Product Detail Support Social Sign-up
  65. 65. Win the discovery phase with more relevant content Discover Purchase Use Give them a reason to shop you in this phase
  66. 66. Content Enhances Discovery VENDOR PRODUCT REGISTRATION VENDOR-BASED PRODUCT SUPPORT & CONTENT INFORMATION PROMOTIONAL INFO BUYER’S GUIDES & EXPERT ADVICE LIVE VENDOR CHAT AUTHENTIC UNBOX VIDEOS AND USER PHOTOS INTERACTIVE MARKETING MATERIALS CAUSE MARKETING MATERIALS RICH-MEDIA SHARING HOW-TO TUTORIALS AWARDS
  67. 67. INSIGHT | RELEVANCE WINS DISCOVERY
  68. 68. COMPARISON SHOPPING
  69. 69. HOW WILL YOU FIGHT SHOWROOMING?
  70. 70. THE PATH ISN’T CLEAR
  71. 71. AMAZON FIREFLY
  72. 72. Google Value Chain Selection Buy Process order Get it shipped Get support PLA Adwords Express Wallet Wallet Express Express ? 44% of transactions today in ecommerce
  73. 73. Where are you? Advice: Be careful with your partnerships
  74. 74. INSIGHT | SCALE MATTERS AGAIN.
  75. 75. © 2013 SYNQY ENCOURAGED YET?
  76. 76. THE VENDOR PERSPECTIVE
  77. 77. WHAT HAPPENS WHEN 3-4 BIG RETAILERS CONTROL EVERYTHING?
  78. 78. Vendors need a toxin. Retailers too. Need a way out.
  79. 79. Vendors need to protect their channel.
  80. 80. As Google search goes local, National brands lose control
  81. 81. Vendors must transform discovery Discovery Buy Selection Transact DeliverySupport Share • Lowers the Google tax • Increase flatter retail • Shortens path to purchase • Can move location of retail
  82. 82. INSIGHT | IT’S THE NETWORK. STUPID.
  83. 83. HIDDEN PROBLEM. Product marketing content doesn’t flow to resellers.
  84. 84. PRODUCTS FLOW
  85. 85. PRODUCTS FLOW Content Doesn’t Flow
  86. 86. Work gets replicated
  87. 87. Problem • Gathering the rich media content • Organizing and managing it • Keeping it current • Displaying the content across sites, platforms and apps Too hard and expensive for companies to do themselves
  88. 88. INSIGHT | IT’S THE NETWORK. STUPID.
  89. 89. NOW WHAT?
  90. 90. EMBRACE THE COMPLEXITY
  91. 91. Turn Pointers to Engagement into Places of Engagement
  92. 92. Built engagement everywhere
  93. 93. LEVERAGE THE POWER OF THE NETWORK
  94. 94. Introducing SYNQY
  95. 95. Introducing SYNQY
  96. 96. Introducing SYNQY
  97. 97. Introducing SYNQY
  98. 98. Introducing SYNQY
  99. 99. Introducing SYNQY
  100. 100. Introducing SYNQY
  101. 101. Rich, interactive brand content Improves your results and product pages Curates together Live Feed How it works
  102. 102. SEE IT IN ACTION
  103. 103. Sources: LivePerson, IBM/CoreMetrics 100% of shopping carts 32% Buy Upside of fixing 91% growth 41% Other reasons 27% Seek rich vendor content SYNQY can deliver real financial results
  104. 104. Everybody Wins Shoppers Get better experience Resellers Increase revenue per visitor Brands Improve persuasion at the pivotal moment of truth
  105. 105. UPDATE ONCE – CORRECT EVERYWHERE
  106. 106. See more clearly
  107. 107. Hassles eliminated • Simplify shopping • No more wasted time • Discovery is comprehensive
  108. 108. DYNAMIC & RESPONSIVE
  109. 109. Costs Eliminated Gets rid of manual efforts to keep content current and relevant
  110. 110. INSIGHT | PARTNER OR PERISH
  111. 111. WHAT IS RETAIL?
  112. 112. Summary • Retail is disaggregating • Product discovery sits as pivotal way to survive • Key is to partner with vendors • Think network, not static • Ride the change to survive
  113. 113. Thank you michael@synqy.com 925-200-1047
  114. 114. Q&A | LET’S DISCUSS

×