The growth of eCommerce: does it impact brand strategy?

1 eCommerce : The paradox of growth

2 The Internet has changed behaviours and expectations

Community and Awareness: 2 fundamental levers in the decision-making process

The importance of searching for peer comments varies from sector to sector Source Etude Fleishmann-Hillard Harris Interactive 2008 sur l’influence d’internet

POLL QUESTION

Every contact point is important Source Etude Fleishmann-Hillard Harris Interactive 2008 sur l’influence d’internet

3 Innovation and content quality quickly generate consumer expectations

Customization is no longer just for luxury brands

Half of US marketers for online retail sites plan to enhance the customer experience

4 Client paths and the evolution of brand engagement are getting more and more complex

The Web allows the consumer to have a vision and understanding of the brand that may vary significantly from a marketer’s intention

Devising an ecommerce strategy must begin by taking an inventory and then understanding the interactive ecosystems, both online and offline, where the brand is currently evolving

Product info, point of sale advertising (POS) and coupon access via mobile are part of the upcoming revolution. Is that ecommerce? POLL QUESTION

6 Conclusion : Ecommerce strategy objectives go well beyond those of the online sale channel…

Where is my brand present? With what intensity? What are the paths that are leading to my fact sheet?

In this constantly evolving field, there is only one certainty: choose a well-considered and analytic approach and give yourself the opportunity to test and constantly challenge your ecosystem… Measure Analyze Test Change

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