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Shopping in 2020
1. Shopping in 2020
Ontwikkelingen in cross-channel retailing vanuit de VS
studiereis van Shopping2020
Axel Groothuis tijdens Magnutude 2020 event op 17 september 2013
23-09-131
2. About Shopping 2020
§ How will consumers shop online in 2020 and what actions
should be taken at national, industry and at company level
to embrace this?
18 Work groups, 3 tracks
• Future trends
• Special themes
• Customer Journey
And many more, see www.shopping2020.nl
5. Mobile commerce
• Mobile commerce (smartphones plus tablets)
almost exceeds desktop commerce
- 20.000 cars / week sold via Ebay via
smartphones
- 53% of in store buying stopped because of
phone (NL 9%)
• Mobile payments current threshold, but will be
overcome soon
• Native apps brings the best customer experience
but no SEO contribution
• Compression: Know your customer, personalize
offering
“Whether Google will do it or not, it will happen”
6. Location based services
• “Why queuing to pay?” [Apple]
• “Why start communicating when leaving”
• Personalized campaigns based on customers
preferences and location
• People get delivered at the GeoCode instead of
their address
“Online and Offline are gone”
7. Merge of commerce and entertainment
• Inspiration based commerce fasted growing
segment [Ebay]
• Google can show comparable products based on
analyzing and comparing pictures
• Homepages will evolve to digital magazines
“Publishing is at the heart of it”
8. “Do not ever ever ever give your data to Amazon” EX-
Shopping behavior
• “Knowledge about shopping behavior - on an
individual basis – is the sustainable asset” [Ebay]
• Never invest in Amazon, judge cooperation only
on a short term P&L effect
• “Do not be afraid of a total “Amazonation” as the
ultimate power remains with the consumer” [Ebay]
9. Big data
• Current investment in data much bigger than the
current use
• Find the meaning of your data
- Look at the context of your data
- Look at individual cases
• “Climb the hill step by step”
- Step by step approach with a clear ROI per step
• Getting a 360 degree view of a customer
• Visualize data to increase impact
• Invest in people with statistical / data analysis
skills
“Do not look at your database as a database”
10. Customization
• “Customization may accelerate disintermediation of
retail” [ex-Amazon]
• Customization will increase importance of tablets in
store [Apple]
• Think of customization for retailers [Apple]
• 3D-printing:
- Currently small, but figures are promising
- Will start with parts and handcrafted items like
jewelry
- Printers probably at manufacturer or retailer
- Will lead to tremendous power shifts when it really
gets off with a broader scopex
“3D printing is a disruptive change”
11. Vertical integration
• The advantages of the vertical supply chain
- Higher margins which can be used for
innovation
- Shorter time to market
- Ability to make ‘real decisions on a quarterly
basis’
- Best equipped for customization and
personalization
“Vertical integrated supply chains may become the winner” EX-
12. (Dis)intermediation
• Retail = match making + distribution
- Google search
- Google shopping
- Google insight in local stock
- Google express
- Google wallet
- Google glass
- …
• Current pilot of Paypal in the Valley
• “Retailers are lacking behind on selection and
convenience” [Ebay]
• “One click buy” / “One comment buy”
“If I was a brand, I would sell to my consumers wherever I could”
15. Culture & organization
!
• Facebook did not have a mobile proposition in
2012.
- Now it’s 50% of their traffic.
• Failure must be accepted to allow employees to
innovate
- Apple tries 1.000 times before it is perfect.
- Google stopped 70 public projects in the last
two years
• Bringing the “right” message to the “right”
customer at the “right” time across all channels
requires intensive organizational alignment
“What holds us back is organizational and cultural thresholds, not technology”