Apresentação da especialista Zia Widger, da Forrester Research, sobre e-commerce na palestra para o 1º Ciclo de Encontros do Marketing Revolution.

2. Five Things eBusinesses Must Do Well In Order to Succeed Zia Daniell Wigder Principal Analyst, Research Director August 2011

3. The Internet is changing the lives of everyone around the globe

4. The biggest online user growth over the next few years will come from developing markets Source: Forrester Research World Online Population Forecast, 2010 To 2014 (Global)

5. Brazilian online retail revenues are forecasted to increase by $2 billion

6. eCommerce growth is outpacing traditional retail revenues Source: Forrester Research Online Retail Forecast, 2009 To 2014 (US)

7. Leading eBusinesses are tackling the following five issues head-on

8. Issue #1 We have structured our eBusiness organization to succeed

9. eBusiness professionals should ask themselves a list of questions

10. eBusinesses rate themselves high on teamwork… Base: 95 global eBusiness & channel strategy professionals Source: December 2009 Global eBusiness & Channel Strategy Professional Online Panel Survey; April 2010 “Trends 2010: eBusiness Teams Reorganize”

11. …but need more resources and IT support Base: 95 global eBusiness & channel strategy professionals Source: December 2009 Global eBusiness & Channel Strategy Professionals Online Panel Survey

12. Senior management support of eBusiness is lacking Base: 95 global eBusiness & channel strategy professionals Source: December 2009 Global eBusiness & Channel Strategy Professionals Online Panel Survey

13. Issue #2 We’re building out multichannel options

14. It’s no longer enough to think only multichannel – it’s now about touchpoints

15. The Web’s profitability and growth have made it a top priority for companies Source: Forrester’s November 2010 Global eBusiness & Channel Strategy Professional Online Survey*Please note that the statistics in this figure have been reconfigured to remove those respondents who answered “N/A.”

16. Those companies with multiple channels are taking advantage of them

17. However, consistent brand experiences remain a challenge Source: Forrester’s November 2010 Global eBusiness & Channel Strategy Professional Online Survey

18. CRM and analytics top the list of technology challenges for cross-channel retailers Source: Forrester’s November 2010 Global eBusiness & Channel Strategy Professional Online Survey

19. Issue #3 We’re taking advantage of the social phenomenon in multiple ways

20. Social networks are incredibly popular globally – just not for shopping at this point Just 7% of US online retailers said social networks were one of their top customer acquisition sources

21. Ratings and reviews are mainstream, but few eBusinesses are using them to their fullest advantage REI offers a helpful snapshot of all reviews on a product

22. More companies are moving toward characterizations of reviewers TripAdvisor uses detailed traveler profiles to help visitors identify with reviewers

23. Manufacturers and retailers alike are enabling community discussion boards TripAdvisor uses detailed traveler profiles to help visitors identify with reviewers

24. Issue #4 We’re prioritizing mobile

25. Five percent of all Internet sessions globally now involve a mobile device* Mobile commerce in the US alone is expected to reach $25B by 2015, or 6% of all online sales In Brazil, almost one-quarter of mobile device owners access the Internet on their phone at least once a day The iPad is now responsible for 1% of all global Internet traffic (some 2% in the US)* Source: *NetMarketShare, Forrester Research US Mobile Commerce Forecast, Forrester Research Asia-Pacific Consumer Technographics Survey, Q2 2010

26. For many, mobile marketing is a precursor to mobile commerce Awareness Acquisition Retention Loyalty

27. Ralph Lauren shows how marketing-focused applications can co-exist with retail-oriented mobile websites iPhone application:Delivers engaging content Mobile websites:E-commerce focus

28. Tablet commerce must also be taken into consideration Source: Anonymous retailer data on Site Catalyst

29. Issue #5 As manufacturers, we’re prioritizing online sales – and as retailers, we’re optimizing opportunities for our manufacturer partners.

30. The proportion of consumers who buy directly from manufacturers is growing Source: Channel Intelligence 2010 Referral Site Survey; Channel Intelligence 2010 Referral Site Follow-Up Survey*Source: Channel Intelligence 2008 Referral Site Survey†Source: Channel Intelligence 2006 Referral Site Survey

31. Manufacturers selling direct span a wide variety of categories

32. The online store-within-a-store model is becoming popular

33. Some brands have tight integrations with channel partners

34. Additionally, manufacturers are taking advantage of the growing number of online marketplaces Source: Amazon.com website

35. In summary eBusiness professionals must ensure their organization is staffed to support the growth of the online channel Companies are prioritizing multichannel options and thinking about the new customer experience based on touchpoints Social is a huge phenomenon – but don’t make selling through social networks too much of a priority “Like social, love mobile.” This channel requires attention today, not tomorrow The trend of manufacturers selling direct online opens up new opportunities not just for manufacturers, but for retailers, as well

36. Zia Daniell Wigder +1 212.857.0792 zwigder@forrester.com www.forrester.com Thank you