eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now

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

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

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. © 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

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. © 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

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

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

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

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

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. © 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

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.  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. 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. IBM Customer Experience Analytics Learn more at: ibm.com/cxanalytics

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