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Next gen E-commerce. Focus on Mobile and Multichannel commerce


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Globant's E-comerce Breakfast. From Mobile to Social Commerce including Multi-Channel, Personalization, Customer Engagement , UX and UI, the workshop will definitely help you understand the new trends and how you can succeed with them in your business!

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Next gen E-commerce. Focus on Mobile and Multichannel commerce

  1. 1. RSVP BREAKFAST Exclusive invitation What’s driving the growth of ECOMMERCE?
  2. 2. This is Globant Clients Employees 2008 Acquisitions Accendra & Openware 2011 Nextive 2012 Terra Forum 2900 Recognitions Revenue Growth ($mm) 150 100 50 0 2009 2010 2011 2012 38 57 90 CAGR 49% 129
  3. 3. Our Studios Cloud Computing Managed services Information Security Hybrid Native E-commerce Content Management Travel User Experience Visual Design Front End Engineering Digital Marketing Collaboration Solutions Process Engineering Tools Digital Platforms Game Development Graphic Engineering Test Automation Mobile Testing Game QA Data Architecture Data Science Data Visualization Our Studio model is an effective way of organizing our company into smaller operating units, fostering creativity and innovation while allowing us to build, enhance and consolidate expertise in emerging technologies. Our Studios allows us to optimize our expertise in emerging technologies and related market trends for our clients, regardless of their industry.
  4. 4. Agenda 1. This is Globant 2. Designing for M-Commerce 3. Focus on M-Commerce 4. Break 5. Next Gen E-Commerce 6. Q&A
  5. 5. Pete Petras Designing for M-Commerce OCT 2013 DIRECTOR UI/UX Creative and Social Studio @ Globant
  6. 6. By The Numbers 1 Billion Active Smartphones in the World 7 Billion People in the world It took 16 Years to reach It should take another 3 Years to reach 2 Billion Smartphone growth is climbing at exponential pace. This adoption opens doors to apps and content never before available to a completely new audience.
  7. 7. By The Numbers 85% Percent of adults who use mobile phones 45% Percent of adults who use smartphones In the US
  8. 8. By The Numbers 16.6% 55+ Smartphone owners by age In the US 15.2% 45-54 20.7% 35-44 25.6% 25-34 17.2% 18-24 6.3% 13-17
  9. 9. By The Numbers The last few years has shown Nokia losing their smartphone share. Apple’s iPhone with their iTunes marketplace have completely dominated. HTC, Samsung and others running Android have quickly started to become true competition. 2010 2011 2012 2013 2014* Android Symbian iPhone bada Blackberry Linux Windows Smartphone handsets in use by OS * predicted
  10. 10. M-Commerce E-Commerce and mobile phones. M-Commerce is expected to play an ever larger role in the future, with over half a billion customers following the trend to shop via mobile devices by 2016. Moreover, throughout the world, online shoppers are forecasted to increasingly prefer to pay online when buying over the Internet, causing the online and mobile payment markets to grow strongly, especially in Asia. Mobile search marketing, a good mobile web experience, better integration of mobile into the multichannel experience, and better integration of mobile throughout the company (marketing, customer service etc).
  11. 11. Mobile Site v. Native App v. Hybrid Full Capability Hybrid Access to Native functions AppStore Web Developers Partial Capability Multiple Platforms Single Platform Mobile Site Instant Updates Infinite Distribution Web Developers Native Control of device features AppStore Faster performance
  12. 12. User Journey & Experience Market Differentiation Customer Loyalty Accurate Cross Sell Capabilities Increased Conversion Contextual Interaction and Relevance Load Store or Click Feature Store Branding Onboarding Compare Products and Options Select Best Option (Price v Features) Purchase Product Follow up Email or other campaigns 00 » 01 02 03 04 05» » » » » “old school” Journey & Experience Awareness Interest Evaluation Commitment Loyalty
  13. 13. User Journey & Experience Market Differentiation Customer Loyalty Accurate Cross Sell Capabilities Increased Conversion Contextual Interaction and Relevance Current “Flexible” Journey & Experience Shop on Website BUY Compare ReviewsSearch Prompt by Ad Read Blogs Watch Videos Like on Facebook
  14. 14. User Journey & Experience 79%Admit to turning to a competitor after a poor mobile experience A recent study* emphasised just how negatively consumers are responding to mobile e commerce experiences that are not to their expectations. Having a mobile strategy can have a worse effect than no presence at all if not done correctly. 55%Claim bad experiences hurt brand opinion * by EConsultancy
  15. 15. Seamless Experience of Sequential Shopping Continue on Laptop or Desktop 4% 61% Continue on a Tablet 65% Start on a Smartphone A study* reveals that 65% ‘shop’ on their smartphone. But that’s not exactly accurate. We have to account for the whole experience. And to do this effectively designing for a seamless experience is essential. » * TNS 2013
  16. 16. Research v. Purchase 80% use the internet to research products. 65% research online but purchase in-store. This is shifting. 40% research in shop but purchase online
  17. 17. Cross Channel Shopping 20% rise of cross channel shopping on mobile phones from last year. 10-15% of Internet traffic is now coming from mobile. Currently mobile is particularly weak for most companies. Integration of online and offline is a big and complex journey to create. The focus on delivering outstanding customer experiences across all channels and touchpoints. They should be personalized intelligently, relevantly, responsively and in real time. The customer Journey should be seamless across channels and each should play to its own strengths.
  18. 18. Content Marketing and Creation Creating outstanding customer experiences which, inevitably, involve content in many forms. Companies will need to become smarter about scaling their content to other platforms by developing integration strategies. The success of SEO or Social Media or Email Marketing requires creating great content that people will want to read, link to, talk about and share. Quality over quantity. Content Creation - Curated Content -
  19. 19. Big Data As bandwidth increases so does the ability to share, document, review, replay in real time. Mobile phone are increasingly the source or creating data. Identifying what to do with that data can be challenging but very rewarding for the end user experience. Currently it’s defined as Volume, Variety and Velocity. But all that means little if it’s not applied contextually to the appropriate audience. Tracking every touch point adjusting for every user journey as it’s happening is something we have never been able to do before now. Identify accurate segmentation which increases conversion rates creates a better and more meaningful experience. Big Data
  20. 20. Personalization Personalization is important in e-Commerce. Online shopping is likely to become more personalized, with retailers customizing their services and integrating online sales channels such as websites and social networks on any device that will connect to the Internet. 2 out of 3 want a personalized experience. Social Network integration can help with this. But it’s not always a trusted option. Targeting individual customer segments with a concept that has been created for their specific needs allows true differentiation of offering and service model per customer.
  21. 21. Facebook / Social Integration The ability to have one password is extremely convenient to the user. Generally we’re told having one login is against any good practices for online security, but having the ability to login using Facebook may reduce frustration at the login page and improve the overall user experience. The ability to share becomes a great tool. And the access to profile data can craft a more personalized experience.
  22. 22. Large Images It’s an excellent way to capture your visitor’s attention and it can look great when done properly. A unique background photo behaves as custom branding for everybody who lands on a site experience. It allows the user to feel fully immersed. This creates the “voice & tone” of the brand through photography and product.
  23. 23. Persistent Navigation Native applications A global or persistent nav allows the user not only to stay oriented to where they are within their experience but also allows the customers to gauge the scope or size of the service. This can be a way to deal with users getting overwhelmed.
  24. 24. Infinite Scrolling Infinite scrolling / Lazy load to introduce exploration and allows for a better user experience in conjunction with a as-needed load of assets. Infinite scrolling sometimes leaves users feeling disoriented as they travel down a page that never ends if navigation isn’ t handled correctly.
  25. 25. Minimalistic UI and layout / Flat Design Flat design, as the name indicates is defined by flatness of style. It is distilling down an interface by removing any extra elements such as shadows, bevels, textures and gradients that create a 3D look to its basic core element. Typography and color are very important elements in flat design. Since the interface is more minimalistic, you can use typography and color to help you create the style and mood you’re looking for or create information hierarchy with scale.
  26. 26. Performance Speed is everything! When purchasing through mobile devices a fast network is not always available. 4G LTE has made smartphone connections very fast but not all consumers have those capabilities. Attention to the way pages are constructed, designed and delivered becomes increasing important. The previous trend of flat design and the use of native applications can speed things up. Graphics Graphics are limited to product views. Type and CTA buttons are all produced with code and speed up the performance and download speeds. User Perception A faster site or app is perceived as higher quality and therefore trusted.
  27. 27. The Phone as payment NFC (Near-Field Communication) has been growing with mobile payments as the primary driver globally. NFC has other use cases beyond just payment. It can trigger promos or coupons based on physical location (trigger points) near brick and mortar stores or advertisements (or competitors advertisements). This opens other marketing opportunities to target potential customers through advertising and personalization. The US has been slower to adopt the NFC technology through mobile. Perhaps this is due to Apple who is the biggest outlier. Its new iBeacon using BLE (Low Energy Bluetooth) is threatening to take over NFC.
  28. 28. Localization Tapping into new markets with the challenges of new languages. Culturally relevant Speaking to and being culturally relevant is a challenge and will not be the same in every market. Content Creation From photography to colors, localizing content needs to be considered. Language Character counts describing products and even navigation can effect on how the site is designed and even navigated Currencies & Payment Paying for goods is not the same in all locations. Some online services are not available and credit is not always an option.
  29. 29. Travel Social media and M-commerce are forecasted to play an increasing role in the travel segment of the global B2C E-Commerce market, by helping customers research information for a trip. Moreover, the demand for travel arrangements adjusted for use on smartphones is likely to grow. Contextual real-time and relevant information becomes important and useful for brand loyalty and overall user experience. Hotel Club
  30. 30. Gaming Monetization in gaming is only growing. Buying packs of extra lives and virtual currencies Push notifications while you’re not actively playing are an important tool that games use to keep their players engaged long after they’ve initially installed the game. We’ll begin to see other business segments using these principles to drive conversion.
  31. 31. Recap of Trends The Phone as payment Infinite Scrolling Big Data Research v. Purchase Content Marketing and Creation Persistent Navigation Large ImagesCross Channel Shopping Performance PersonalizationUser Journey & Experience Localization Travel Gaming Facebook / Social Integration Seamless Experience of Sequential Shopping Minimalistic UI and layout / Flat Design
  32. 32. Javier Zimman Focus on M-COMMERCE OCT 2013 VP TECHNOLOGY Mobile Studio @ Globant
  33. 33. M-Commerce 2013 38.8Bn
  34. 34. Projected Growth
  35. 35. 2017 Purchases Share M-Commerce
  36. 36. Mobile is Driving Growth Mobile Desktop
  37. 37. T-Commerce 65% Tablets are the preferred channel for purchases Tablets Smartphones
  38. 38. Expanding through mobile Extends the Day Breaks free from desktop and stores
  39. 39. M-Commerce 90% Use it for pre-shopping activities Smartphones are changing the way people shop 84% Use it while in the store
  40. 40. M-Commerce 58% Find location or get directions 57% Look up store hours 44% Make price comparisons 44% Look for deals 43% Browse the Internet Smartphones in pre-shopping activities 32% Find where specific products are sold 31% Look up product info 31% Check if product is available in-store 30% Look up product reviews 19% Make a Purchase
  41. 41. M-Commerce Smartphones for in-store shopping 21% Store apps 20% Deal sites 62% Store website 82% Search 50% Brand website
  42. 42. Mobile applications - os fragmentation iOS 7 adoption rate Android version distribution
  43. 43. Mobile applications - android fragmentation
  44. 44. Mobile applications - screen size fragmentation AndroidiOS
  45. 45. Mobile applications architectures - hybrid approach
  46. 46. Hybrid approach - fab 15 live example
  47. 47. Hybrid approach - checkout flow reuse
  48. 48. Hybrid approach - curbside pickup mobile
  49. 49. Ecosystem M-Commerce E-Commerce (desktop) In-Store New stream
  50. 50. M-Commerce Mobile is driving growth in E-Commerce We are at the tipping point Smartphones are changing the way people shop If you are not an E-Commerce platform, consider M-Web over App Tablets are the preferred mobile device for purchasing
  51. 51. TECHNICAL DIRECTOR Consumer Experience Studio @ Globant Paul Loftis & José Plano Next Gen E-COMMERCE OCT 2013 ENGAGEMENT MANAGER @ Globant Clients
  52. 52. E-Commerce Maturity Model People, Process and Information Attract, Service and Retain Customers
  53. 53. Increasing Platform and ECM Complexity
  54. 54. Leading E-Commerce Platform Comparisons Features Magento Hybris ATG Shopping Cart Management Globalization and Localization SEO Web 2.0 and Social Integration Product Content Management Multiple Store Support Personalization Administration Cost . High High
  55. 55. Platform Integration Scope
  56. 56. Architecture Example1: Open Source and Oracle
  57. 57. Architecture Example2: Two Open Source Platforms
  58. 58. Architecture Example3: Custom In-House Platform
  59. 59. Integration Example Challenges: ● Integrate with 17 external systems (using webservices) ● Integrate with an ESB (Biztalk) to ERP ● Integrate with different payment method and split payment eCommerce Product: Magento
  60. 60. Integration Example What went Wrong: - Magento does not provide a layer for integration (3rd Party extension) What went Right: - We defined a common message to interact with different data sources
  61. 61. Migration Example Challenges: ● Migrate 12 months of transaction data ● Validate the data migrated are correct ● Keep the performance in the correct parameters Migration Tools: Php (code from scratch & Bash scripts)
  62. 62. Migration Example What went Wrong: - Data Source not clean - Not defined at first time which data to migrate What went Right: - Built-in Performance tests reduced migration times
  63. 63. E-Commerce Maturity Model People, Process and Information Attract, Service and Retain Customers
  64. 64. Inform ● Goal: Access to Acquired Product Lines ● Migrate Flooring site to new E-Commerce platform ● Expand and Integrate acquired Sleepright products ● Upgrade to CMS-based UI ● Enable Marketing Control of Promotions ● Maturity Level: Inform Carpet Right
  65. 65. Experience ● Goal: Monetize Players in True-to-Game Experience ● Rich Game-theme graphics for seamless look & feel ● Unified Platform for multi-game management ● Real $ Microtransactions requested In-game ● Create Virtual Wallet for “cross-game” purchases ● Deliver Purchased Virtual Goods to the game ● Single Sign-On for ECom/Forum/Chat/Service/Game ● Maturity Level: Experiences. Gazillion
  66. 66. Engage ● Goal: Up-sell Travel Packages and Customer Loyalty ● Highly Dynamic UX/UI ● Complex Multi-Product Package Options ● Sticky Preferences-based Personalization ● Aggregation from large numbers of Product Sources ● Traffic Conversion Optimization ● Development and Integration of Mobile iOS app ● Maturity Level: Engage Orbitz
  67. 67. Multichannel ● Goal: Fresh, Engaging Multi-Channel Brand Experience ● Large Scale Catalog integration ● Clean Modern UX/UI Design ● Highly Personalized Consumer Experience ● Rules-based Gamification / Sweepstakes app ● Social Integration ● Responsive Mobile Design ● Optimized for thousands of transactions per minute ● Maturity Level: Multichannel Sears
  68. 68. Globant E-Commerce Expertise Inform with true-to- brand experiences Integrate channels with mobile apps Simplify elastic capacity Prevent intrusions and losses Personalize journeys and optimize results Innovate and integrate social Optimize Search and Social Digital Marketing CampaignsReduce costs and time to market Engage with game mechanics Integrate orders, inventory and distribution Next Gen E-Commerce
  69. 69. Thanks!