At 11am on 12th October Vincenzo Calenne, Head of Sales Ecommerce Ciao UK, took a look at social shopping, one of the biggest trends of 2011. The increasing convergence of online retail and user review platforms presents an important opportunity for online retailers and businesses to take advantage of user reviews and content, and build a positive online brand for commercial success.
12. Shopping: increasing reach Almost 90% in the UK Reach of Retail Sites in European Countries - January 2010 vs. January 2011 - Age 15+ - Home and Work Locations
13. Growth of retail on mobile devices Increasing by 100%-130% Growth in Mobile Retail Activity Penetration Among Total Mobile Subscribers and Smartphone Owners - 3 Month Avg. Ending May 2011 - YoYTotal EU5 (FR, DE, IT, ES and UK), Age 13+
14. Mobile: retail vs other categories Fastest growing mobile categories
16. Buying Cycle Consumer decision making process Research Consumer Advice & opinions Advice & opinions
17. Purchase Decisions: what really matters Advice: online and offline 46% 24% 16% 8% 3% 2% Source: Penn, Schoen, Berland Associates, Inc., LinkShare Trend Watch Research: New Info Shoppers, RecessionBuyersandthe 2009 Online Shopping Outlook, 2009
18. Mobile: reviews and opinions Reasons consumers go to social media or social networking sites Source: IBM Institute for Business Value analysis. CRM Study 2011
19. Power Shifting: companies to consumers Consumer reviews 68% of users have changed their purchase decision based on other consumer reviews.1 “People are looking to own the research process, not to be told by either salespeople or advertisers what the product is about.”3-Penn, Schoen & BerlandAssociates 79% of online UK retailers surveyed reported that the main benefit of consumer-generated rating and reviews was that they improved site conversion rates.2 -eMarketer, 2009 Source: 1CiaoUser Survey ciao.co.uk, April 2011 | 2eMarketer, 2009 3 Penn, Schoen & BerlandAssociates Market Research 2010 |
31. Conclusion Assign resources Identify relevant sites Check regularly Understand criticism as an opportunity Develop dialogue
32. Questions? Vincenzo CalenneHead of E-Commerce Sales UK vincenzo.calenne@microsoft.com www.ciao-group.com Microsoft Ltd Ciao Commerce DivisionCardinal Place 100 Victoria Street London SW1E 5JL UK Ciao in Social Media: http://twitter.com/ciao_uk http://www.facebook.com/ciaouk