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eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now

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Digital shopping and buying is a fact of life for the average US consumer, and retailers continue to face challenges and opportunities as new technologies develop and trends emerge. Topics in this webinar include: Why mobile conversion rates are climbing; How beacons and location-based marketing are driving in-store sales; How the visual web—YouTube, Snapchat, Instagram—is affecting ecommerce; Where influencers and consumer-generated content fit into the purchase funnel.

Veröffentlicht in: Marketing

eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now

  1. 1. © 2016 eMarketer Inc. Made possible by Seven Ecommerce Trends You Need to Understand Now Krista Garcia Analyst July 28, 2016
  2. 2. © 2016 eMarketer Inc. 1. Mobile Conversions Climbing
  3. 3. © 2016 eMarketer Inc. Smartphone mcommerce is growing fast 46.8% Mcommerce 15.7% 2.6% 74.2% Ecommerce Total RetailSmartphone Mcommerce US Retail Sales Growth, 2016
  4. 4. © 2016 eMarketer Inc. Growth in US smartphone mcommerce accelerated in 2015 and will continue to expand through 2020 #eMwebinar
  5. 5. © 2016 eMarketer Inc. The number of US smartphone buyers continues to rise #eMwebinar
  6. 6. © 2016 eMarketer Inc. US retail ecommerce smartphone conversion rates improved 33.4% in 2015 Conversion rates on smartphones were still one-third what they were on desktops, but that was up from one-quarter in 2014 #eMwebinar
  7. 7. © 2016 eMarketer Inc. Bigger screens = higher conversion rates Phablets’ share of global smartphone devices will rise from 29% in Q4 2015 to 59% in Q2 2017 #eMwebinar
  8. 8. © 2016 eMarketer Inc. Faster load times = higher conversion rates Load Time 2.4 seconds 3.3 seconds 4.2 seconds 5.7 seconds (Source: Soasta, Sept. 2015) Conversion Rate 1.9% (peak) 1.5% 1.0% 0.6% #eMwebinar
  9. 9. © 2016 eMarketer Inc. App search has been enabled by deep links ~50% of the Internet Retailer 100 use deep links (Source: Pure Oxygen Labs, 2016) #eMwebinar
  10. 10. © 2016 eMarketer Inc. 2. Stores Still Matter
  11. 11. © 2016 eMarketer Inc. Brick-and-mortar dominates US sales 92.8% Retail sales that occur in-store (Source: eMarketer, June 2016) #eMwebinar
  12. 12. © 2016 eMarketer Inc. Stores generate the most revenue for US multichannel retailers 20% of revenues come from ecommerce #eMwebinar
  13. 13. © 2016 eMarketer Inc. Stores are still the focus of many US retail execs’ efforts to enhance the customer experience #eMwebinar
  14. 14. © 2016 eMarketer Inc. Online retailers get physical Showrooms Partnerships Stores Image source: Bonobos Image source: West Elm Image source: GeekWire
  15. 15. © 2016 eMarketer Inc. 3. Mobile Drives In-Store Sales
  16. 16. © 2016 eMarketer Inc. Mobile influences 45% of all US shopping journeys (Source: Facebook IQ, Feb. 2016) #eMwebinar
  17. 17. © 2016 eMarketer Inc. Nearly all US adult smartphone users have used location-based services #eMwebinar
  18. 18. © 2016 eMarketer Inc. Proximity marketing can drive foot traffic and sales #eMwebinar
  19. 19. © 2016 eMarketer Inc. Personalization and understanding shoppers are important Beacons? Not so much #eMwebinar
  20. 20. © 2016 eMarketer Inc. Beacons have low adoption among US retailers  Used by 15% (Source: Forbes Insights, Dec. 2015)  23% implemented and satisfied, 22% implemented but planning a change, 23% had no plans to implement (Source: Retail Systems Research, Feb. 2016)  20% currently used beacons (or augmented reality) and 17% planned to do so (Source: TimeTrade, April 2016) #eMwebinar
  21. 21. © 2016 eMarketer Inc. What are retailers focused on? “[Beacons] are one of the technologies that will help advertisers and marketers understand the customer’s overall behavior. But other technologies are also contributing to that holistic customer view—Wi-Fi data, NFC data and QR codes.” —Thomas Walle, CEO and Co-Founder, Unacast #eMwebinar
  22. 22. © 2016 eMarketer Inc. 4. More Experiences, Less Stuff
  23. 23. © 2016 eMarketer Inc. Spending on services has been growing faster than spending on goods in the US #eMwebinar
  24. 24. © 2016 eMarketer Inc. Digital spending intention among US internet users is strongest for services  This trend is more so for millennials  25% planned to spend somewhat or much more digitally on entertainment, 24% on airlines and hotels #eMwebinar
  25. 25. © 2016 eMarketer Inc. Experiential spending gained steam over the holidays last year 52% of US millennials planned to buy experiential gifts (source: PwC, Oct. 2015) 39% of those 35+ did (source: PwC, Oct. 2015) #eMwebinar
  26. 26. © 2016 eMarketer Inc. The sharing economy isn’t widespread #eMwebinar
  27. 27. © 2016 eMarketer Inc. Sharing economy skews young #eMwebinar
  28. 28. © 2016 eMarketer Inc. Sharing or selling?  eBay and Etsy, not Rent the Runway and Le Tote #eMwebinar
  29. 29. © 2016 eMarketer Inc. 5. Images Speak Louder Than Words
  30. 30. © 2016 eMarketer Inc. Social commerce is practically synonymous with Pinterest  4.6 times as many Pinterest users go there to shop compared to Facebook and Instagram #eMwebinar
  31. 31. © 2016 eMarketer Inc. Pinterest is designed to shop Image source: Pinterest#eMwebinar
  32. 32. © 2016 eMarketer Inc. Pinterest sparks discovery “The discovery is usually led by an idea. Ideas create intent for us to purchase products, book a trip for travel or do something else. We know that in order to create intent, you must start first with an idea and move beyond a beautiful photo.” —Edwin Wong, Head of Partner Marketing Insights, Pinterest #eMwebinar
  33. 33. © 2016 eMarketer Inc. Instagram is less transactional  Instagram has 34.8 million more US users than Pinterest  58.3% of US Instagram users are female #eMwebinar
  34. 34. © 2016 eMarketer Inc. Instagram inspires Image source: Instagram#eMwebinar
  35. 35. © 2016 eMarketer Inc. Most US Snapchat users are under 25 Snapchat skews very young, but will gradually expand its user base through 2020
  36. 36. © 2016 eMarketer Inc. Nordstrom’s “Study Break” “Our Snapchat Stories were a little bit informal and natural—it was not a commercial, it had hand-written text and it was very different than what consumers would see on TV or even YouTube.” —Bryan Galipeau, Director, Social Media and Display, Nordstrom Image source: Fortune#eMwebinar
  37. 37. © 2016 eMarketer Inc. There’s no shortage of visual social platforms Image source: We Heart ItImage source: Imgur
  38. 38. © 2016 eMarketer Inc. Influencers in the Purchase Funnel
  39. 39. © 2016 eMarketer Inc. Retail is late to influencer marketing “Retailers have one specific goal in mind: Come shop with us and spend your money with us.” —Stacy DeBroff, Founder and CEO, Influence Central “Retailers do have more emphasis on the middle of the funnel and the bottom funnel than other brands who use our platform. … Especially if they are ecommerce, everything has got to tie back to the sale.” —Rustin Banks, Co-Founder and Chief Product Officer, Tapinfluence #eMwebinar
  40. 40. © 2016 eMarketer Inc. Advertising has a trust problem #eMwebinar
  41. 41. © 2016 eMarketer Inc. Younger US internet users are more swayed by influencers But friends and family still beat all other sources for influence #eMwebinar
  42. 42. © 2016 eMarketer Inc. The value of influencer marketing continues to grow  Food and beverage had high earned media value  2015 EMV average ($11.20) grew 63% over 2014 #eMwebinar
  43. 43. © 2016 eMarketer Inc. 7. Ecommerce Is Evolving
  44. 44. © 2016 eMarketer Inc. Contextual, Connected, Conversational Image source: Amazon Image source: Pizza HutImage source: Pinterest
  45. 45. © 2016 eMarketer Inc. Buy buttons at work Image source: Pinterest Image source: Instagram Image source: Facebook
  46. 46. © 2016 eMarketer Inc. Social media users haven’t been clamoring for buy buttons  Less than a fifth of consumers polled in November 2015 worldwide were interested in buy buttons on select social media sites #eMwebinar
  47. 47. © 2016 eMarketer Inc. #eMwebinar Getting cozy with artificial intelligence
  48. 48. © 2016 eMarketer Inc. Voice search is still emerging  74% of US smartphone users under 25 have used digital voice assistants #eMwebinar
  49. 49. © 2016 eMarketer Inc. Convincing consumers to use Facebook Messenger for commerce will be a challenge  54.7% of US users would like to see discounts and promotional offers  27.7% didn’t want to receive any messages #eMwebinar
  50. 50. © 2016 eMarketer Inc. Are bots the new apps? Image source: Wingstop Image source: Kik “We’ll begin to identify phrases that identify people’s interest in placing an order, and then we will be able to proactively reach out to them. We will learn as we go so we can learn and adapt to those phrases.” —Flynn Dekker, CMO, Wingstop, in Nation’s Restaurant News
  51. 51. © 2016 eMarketer Inc. Kik’s Bot Shop features retail brands Image source: Kik#eMwebinar
  52. 52. © 2016 eMarketer Inc. Recap 1. Smartphone conversion rates are improving 2. The store still matters for sales 3. Mobile can bridge online and offline worlds 4. Spending is shifting to experiences over goods 5. Visual commerce’s success varies by platform 6. Influencers can have sales impact, but it’s hard to measure 7. Ecommerce is becoming contextual and conversational #eMwebinar
  53. 53.  Accelerate time to insight  Holistically view customer journeys  See experiences through your customers’ eyes  Unite teams around the customer © 2015 IBM A single place to answer… what is happening and why
  54. 54. Performance Bikes Gains Insight Across Channels Leading Consumer Brand Visualizes Entire Customer Journey • Single view of journeys enables brand to personalize content and deliver extraordinary experiences that meet their business goals • Understand activities that lead up to key milestones, and customize content to increase conversion • Target look-alikes on third-party sites to find more high value customers • Single view of customer journeys across channels to better personalize and deliver extraordinary experiences • Holistic customer understanding of multi- channel experiences • Easily connected email and web touchpoints for a single view
  55. 55. IBM Customer Experience Analytics Learn more at: ibm.com/cxanalytics
  56. 56. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Krista Garcia Seven Ecommerce Trends You Need to Understand Now  Digital Shopper Marketing Trends in the US: Getting Personal in the Aisles  The Changing Path to Purchase: What It Means to Add Mobile to the Mix  Cross-Border Ecommerce 2016: A Country-by-Country Look at Consumer Behavior and Trends

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