Shenda Loughnane, Dentsu Aegis Network Ireland : Why Commerce is No Longer A Thing at DMX Dublin 2019

1. Why commerce is
no longer a thing
DMX Dublin, March 7th 2019
Shenda Loughnane
Dentsu Aegis Network

2. D E N T S U A E G I S N E T W O R K
SEARCHING SHARING SHOPPING

3. 3D E N T S U A E G I S N E T W O R K
The points of inspiration
and transaction are
coming closer together
D E N T S U A E G I S N E T W O R K

4. D E N T S U A E G I S N E T W O R K
More platforms are enabling the connection

5. D E N T S U A E G I S N E T W O R K
The impact of Amazon
67
18
11
90
33
18
89
34
20
0
10
20
30
40
50
60
70
80
90
100
Do you shop at Amazon I shop less often at retail stores I shop less often at other retailer
websites
Ireland UK US
Source: PWC Retail & consumer report 2018

6. D E N T S U A E G I S N E T W O R K 6
Influencing shopping behaviour
20%
27%
33%
36%
41%
Shopping behaviour not influenced by
shopping with Amazon
Shop less often at retail stores
Read reviews on Amazon
Start product search on Amazon
Check prices on Amazon

7. D E N T S U A E G I S N E T W O R K 7
Changing search patterns
16%
27%
38%
72%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Facebook
Retailer Sites
eBay
Amazon
Google
Top 5 sites used to research products online

8. D E N T S U A E G I S N E T W O R K 8

10. D E N T S U A E G I S N E T W O R K
COMMERCE IS NO LONGER A THING
IT’S IN EVERYTHING

11. CONVENIENCE RELEVANCE VALUE
TRUST
Needs drive behaviour
D E N T S U A E G I S N E T W O R K

12. Simplicity
always
wins

13. D E N T S U A E G I S N E T W O R K
Are you where your
customers are
looking for you?
Are you easy to
find and
relevant?
Is your shopping
experience
engaging?
Are you better
than the
competition?
AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY
A framework for commerce

14. D E N T S U A E G I S N E T W O R K
Are you where your
customers are
looking for you?
Are you easy to
find and
relevant?
Is your shopping
experience
engaging?
Are you better
than the
competition?
AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY
A framework for commerce

15. D E N T S U A E G I S N E T W O R K 1 5
Connected experiences
BRAND SITE MARKETPLACERESELLER SOCIAL
Run Hub, LifeStyle
Sports, JD Sports
Amazon, eBay,
Google Shopping
Facebook,
Instagram

16. D E N T S U A E G I S N E T W O R K
Available channels
Click and
Collect
Dunnes Stores
Restaurant
Delivery
Uber Eats
Deliveroo
Just Eat
Grocery
Delivery
DropChef
Life Kitchen
Gourmet Fuel
Meal Kits
Tesco
SuperValu
BuyMie

17. D E N T S U A E G I S N E T W O R K
Where your audience research and buy online
7.00% 98
4.80% 77
2.70% 80
1.30% 134
1.00% 249
0.60% 225
0.20% 124
12.30% 173
7.20% 131
8.30% 184
1.02% 107
0.30% 61
0.60% 121
0.27% 167

18. D E N T S U A E G I S N E T W O R K 1 8
New retail opportunities

19. D E N T S U A E G I S N E T W O R K
Are you where your
customers are
looking for you?
Are you easy to
find and
relevant?
Is your shopping
experience
engaging?
Are you better
than the
competition?
AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY
A framework for commerce

21. D E N T S U A E G I S N E T W O R K 2 1
Search triggers result “Warm Duvet”

22. D E N T S U A E G I S N E T W O R K 2 2
What do people
search for?
Sugar free Drinks
Sugar free
No Added sugar
Zero (Sugar)

23. D E N T S U A E G I S N E T W O R K 2 3
People based marketing
UNKNOWN
Keywords
Demographics
Location
KNOWN
Product Purchase
Frequency
Customer Value
CRM
Right Person
Right Moment
Right Message

24. D E N T S U A E G I S N E T W O R K
Segment Activation Trigger Strategy
Up Sell
Cross Sell
Exclude
Loyalty Messaging
Profile
CRM Messaging Matrix
Length of Contract
Active interest in other products
New Customer 30 days
New Customer 30 days
Value of customer €150 pm
Mobile Only Customer
New Customer
High Value Customer

25. D E N T S U A E G I S N E T W O R K
Personalised relevant messaging
Mobile customer, searching for Broadband
Relevant message, bid higher

26. D E N T S U A E G I S N E T W O R K
Personalised relevant messaging
Broadband customer, searching for higher speed
Relevant message, bid higher

27. D E N T S U A E G I S N E T W O R K
Are you where your
customers are
looking for you?
Are you easy to
find and
relevant?
Is your shopping
experience
engaging?
Are you better
than the
competition?
AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY
A framework for commerce

28. D E N T S U A E G I S N E T W O R K 2 8
Conversion drivers
Product details 34%
Reviews 22%
Price 22%
Images 15%
Brand 5%

29. D E N T S U A E G I S N E T W O R K 2 9
Optimise product
description
SHIMANO Unisex
Adults' Rp2
Road Biking
Shoes

30. D E N T S U A E G I S N E T W O R K 3 0
Create standout with imagery

32. D E N T S U A E G I S N E T W O R K
Are you where your
customers are
looking for you?
Are you easy to
find and
relevant?
Is your
experience
engaging?
Are you better
than the
competition?
AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY
A framework for commerce

33. D E N T S U A E G I S N E T W O R K 3 3
Online reviews matter……a lot
95% of shoppers read
an online review before
making a purchase
Displaying a review can
improve conversion by
270%
Source: How Online Reviews Influence Sales spiegel.medill.northwestern.edu

34. D E N T S U A E G I S N E T W O R K
Optimal Rating
Source: How Online Reviews Influence Sales spiegel.medill.northwestern.edu

35. D E N T S U A E G I S N E T W O R K 3 5
Creating standout

36. D E N T S U A E G I S N E T W O R K
What can brands do?
Focus on the first 5 reviews
Embrace negative reviews
Use product sentiment analysis
Consider product sampling

37. D E N T S U A E G I S N E T W O R K
Only takes 1 Only takes 2
Would stop
using/switch
Luxury, high-end fashion 51% 23% 84%
Shared economy services 51% 22% 82%
Hotels 49% 28% 88%
Automobile 45% 28% 86%
Restaurants 44% 36% 91%
Airline 41% 33% 86%
Consumer electronics 39% 37% 88%
FMCG 34% 37% 88%
Fashion & clothing 30% 39% 87%
Telecom 29% 39% 89%
Large retailer / department store 26% 41% 87%
Number of bad experiences causing users to
stop using/switch

38. D E N T S U A E G I S N E T W O R K
Are you where your
customers are
looking for you?
Are you easy to
find and
relevant?
Is your shopping
experience
engaging?
Are you better
than the
competition?
AVAILABILITY FINDABILITY BUYABILITY REPEATABILITY
A framework for commerce

39. 3

40. Thank You
Q&A