The document discusses trends in ecommerce and digital marketing from an industry insider's perspective. It identifies the key challenges in 2015 as technology issues, integration across channels for marketing, and developing a single customer view. It emphasizes that retailers must keep up with constantly changing customer expectations around delivery, service, and experiences across all digital and physical touchpoints. Finally, it stresses the importance of having an integrated approach and single customer view to improve marketing, increase customer retention and lifetime value, and gain a competitive advantage.

1. The Digital Landscape:
Trends from an Industry
Insiders' Perspective

2. Who Am I…
Google Hater
Recovering Retailer
Continuous Learner
Tech Addict
Over a Decade in Ecommerce / Digital Marketing

3. What are the BIG Challenges in 2015
Technology Issues
Integration & Cross Channel Marketing
The Single Customer View

4. Change. It Happens.

5. Technology. It Happens.

6. 3 Types of Ecommerce Retailer/Marketer
1. Those keeping up with their customers
2. Those pushing to catch up
3. Those being left behind

7. 24/7 Sales
• Stock Management offline-online
24/7 Customer Service
• Cross Channel CRM
Delivery…
• …of Goods
• …of Promises
The Systems Integration Challenge

8. 46% of Customers Abandon due to Shipping
Concerns
17% abandon because of security concerns
80% want regular shipping status updates after they
buy (sms / e-mail updates)
47% of audiences have had a problem within the last
year when ordering online
Do You Deliver the Goods?

9. Consistent Content
Consistent Commerce Experiences across all digital
and physical touch points
Consistent Customer Service
Great Mobile Experiences (Those who buy on mobile
spend 66% MORE than those who just shop in store)
In other words INTEGRATION
Do You Deliver on Promises?

10. Top 10 Ecommerce Essentials
1. Ensure Value Propositions are clear
2. Make your products look appealing
3. Clear customer journeys
4. Great customer service information
5. Set up specific campaign landing pages
6. Ensure system generated e-mails are customised
7. Keep your customers informed
8. Ensure marketing communication is relevant
9. Personalised product suggestions/ substitutionsJill Robb, SmartInsights.com

11. The Marketing Integration
Challenge

12. Disconnected
Marketing
Platforms
Silos of data
for different
channels
Lack of
integrated
approach
The Marketing Integration Challenge

13. • 46% of Customers Abandon due to Delivery
Concerns
• 50% Look for Delivery Information when they
START to shop
• 80% want status updates after they buy (sms /
e-mail updates)
You NEED to catch up with
the reality of how
consumers are buying &
engaging across channels

14. This Remains BIG Issue
in 2015

16. Single Customer View
Expectations
Business Expectations
Understand consumer
interactions across all
channels
Increased share of wallet
Increased LTV of customer
Increased ROI on marketing
Customer Expectations
Personalised, relevant
marketing
Information where & when
they want it
A consistent message across
all channels
Joined up customer service
across all channels

17. 7 Steps to a Single Customer View
1. Validate contact data in real time
2. Link disparate identities and data sets
3. Cleanse your data
4. Enhance your data with a full understanding of your customers’
behaviours and motivations
5. Profile your best customers & reach out to them
6. Identify more customers like your best customers
7. Get the right technology

18. -Improved customer service -Better Customer Retention
-Higher Conversion Rates -Increased Life TimeValue
-Better Company Comms

19. Emarsys

20. 3 Key Emerging Trends
for 2016

21. SmartInsights.com

25. Round Up
The digital world is changing at the fastest pace it has ever done
Your customers expect accurate & timely:
• Information
• Customer Service
• Marketing
• IRRESPECTIVE of the platform
Data driven decision making is key to omnichannel success in
marketing AND ecommerce

26. Those Winning at Digital
Keep up with their
Customers

27. Thank You
Jill Robb,
Digital Marketing Director
www.origin-digital.com
T: @JillLRobb
E: jill@origin-digital.com