This document summarizes 8 key trends for retail e-commerce in 2013 as presented by James Gurd. The 4 mobile trends discussed are: 1) responsive design vs device detection, 2) mobile showrooming, 3) increased mobile marketing budgets, and 4) ubiquity of in-store WiFi. The 4 general trends are: 5) the delivery and returns battleground, 6) improved attribution modeling, 7) focusing on quality content marketing over quantity, and 8) growth in subscription and rental e-commerce models. Examples are provided for each trend to illustrate how retailers are addressing these emerging opportunities and challenges in 2013.
Retail Ecommerce Trends for 2013 And Beyond | Digital Juggler
1. In association with
8 Key Trends for
Retail E-commerce in
2013
Presented by James Gurd
Owner, Digital Juggler
Thursday 17th January, 2013
MetaKinetic, Wokingham
18.00 – 20.00
2. 8 Key Trends for 2013
“2013 will see a greater shift in focus towards mobile &
customer – understanding that user experience drives
ROI and that not being mobile friendly in a multi-device
world is like waving a white flag”
4 for Mobile
1. Responsive design vs. Device Detection
2. Mobile showrooming
3. Mobile marketing budgets increase
4. In-store Wifi ubiquity
4 general trends
5. Delivery/Returns battleground
6. Attribution modeling improves
7. Content gets an ROI
8. Subscription & rental e-commerce growth
4. Why does mobile
matter?
“Not having a mobile strategy is like closing your site for
business one day a week”
Multiple uses for mobile Device fragmentation
Mobile search There are >6,500 different
models of mobile device
Local information Feature phone
In-store price comparison
Smartphone
Tablet
Mobile payment
Variety of screen resolution is
Check-ins increasing e.g. iPad Mini
Social sharing
6. Mobile growth is global
http://www.thinkwithgoogle.com/mobileplanet/en/
7. The Internet can help save the
high street – The Endless Aisle
80% UK shoppers have reserved Always on commerce:
products online for in-store collection
in 2012 (up from 74% in 2011) Store finders
Vouchers
44% shoppers always research
online before buying offline Buy & collect
Local search
43% use mobiles on the move to
compare prices/read reviews (up Click to call
from 19% in 2011) In-store WiFi
Useful reading: Econsultancy‟s guide QR codes
Kiosks & Tablets
http://bit.ly/10bwkmu
Pop-up shops
Interactive mirrors
8. Trend 1 – Responsive Design vs.
Device Detection
In 2013 more e-commerce retailers will use responsive design (using either
CSS or JavaScript) or device detection to tailor page content based on
resolution of browsing device.
What are the benefits of responsive design?
Tailor content layout based on device type
Reduce complexity of scrolling for visitor
Improved user experience
What are the benefits of device detection?
Customise the type of content shown based on the
device type
Focus features/functionality based on likely intentions of
visitors
Remove page elements that don‟t work on specific
devices
Add elements to take advantage of device capabilities
e.g. touch-friendly CSS for touch screen
For GPS enabled handsets, can pick up user location
via GPS instead of asking people to fill out forms
9. Obvious, right?
So why aren‟t these well-known brands doing it?
How their sites look on a small tablet (480x640)
12. Example: device detection to
improve targeting
Promoting relevant apps
Detect model and OS of phone
Make smarter choices for
targeting services & content
If visitor is using an iPhone,
don‟t offer Android version of
app – promote the iOS version.
13. Trend 2 – Mobile showrooming
In 2013 more shoppers will use stores to „try on‟ merchandise, then turn to
their mobile to shop around online or access more information before
committing to a purchase.
Why?
People are used to using their mobile phones to find
more information
Can enable social sharing and voting
In-store WiFi is making web-based interaction more
comfortable
Not everyone wants to buy in-store and carry out –
arranging home delivery can be more convenient
14. What will we see more of?
Brands experimenting with ways to increase in-store engagement and use
the store environment to drive sales offline and online.
The much maligned QR code
Interactive mirrors
Interactive content from product
Suppliers
Augmented reality
NFC tags – when will Apple join
the party?
“27% showrooming shoppers will likely make a purchase online
using their smartphone or tablet while they are still out shopping”
Accenture Holiday Shopping Survey, October 2012
Further reading: http://bit.ly/V6domW
15. Example: Interactive mirrors
Sportsgirl, Australian retailer,
providing interactive mirror for
multi-channel shoppers
Interactive mirror at
Republic‟s Westfield
Stratford City store.
16. Trend 3 – Mobile marketing budget
increases
In 2013 a greater % of the marketing budget will be invested in mobile
marketing campaigns. Q4 2012 – mobile drove 20% of clicks and 15% paid
search spend (spend up on Google & Bing).
Why?
More and more online shoppers are using multiple
devices
Mobile is a key touch point in the buying cycle even if
it‟s not the last click
Mobile is essential for multi-channel retail
Geotargeting can drive local conversion
Mobile search is a big growth area + retargeting
17. Trend 4 – In-store Wifi & Enhanced
Services
In 2013 more retailers will use technology, such as WiFi, to enhance the in-
store customer experience and increase the opportunity for data collection
and targeting.
Why?
More and more online shoppers are using mobile devices in-store
43% in UK said they used mobile for price comparison and product
reviews (up from 19% in 2011)
Can be used to capture valuable customer data
74% happy for retailer to send promotion text or email while using
in-store WiFi (OnDevice Research)
3G connections can be unreliable – WiFi enhances experience
Useful reading – Econsultancy blog on in-store WiFi
http://bit.ly/VBe5A0
18. Example: mCasino from
Groupe Casino
Making shopping easier
App for use in local grocery
stores
Pushes deals & promotions
App knows product availability
based on which store the
customer is in
Link with loyalty cards to
personalise promotions
The app is able to collect
customer data – frequency,
purchase history, repeat items
etc.
20. Trend 5 – Delivery battleground
In 2013 more ecommerce retailers will focus on improving their end-to-end
order management process to increase customer satisfaction with delivery
and after-sale care.
Why?
“The great online delivery scandal” – IoS
Several issues/opportunities to address:
Extended returns period – not just statutory
Payment-on-dispatch
Online order tracking
Text status updates
Alternative delivery methods
Free returns
Easy customer service support – web / phone / email
21. Did your Christmas gift order arrive on time?
59% said they would not shop with a retailer again if they failed to
deliver on time.
Survey of 1,000 UK consumers
22. Example: Wiggle making life
easy for returns
365 day returns policy for
unused/undamaged items
Return via Collect+
Generate and print online
returns label
Online FAQ that is referenced in
the dispatch note
If faulty, refund up to £25
carriage, if over this arrange for
collection via Customer
Services.
23. One step further: Zappos
Free returns for all domestic orders (US)
Pre-paid UPS domestic or USPS
domestic label
365 day returns policy
Self-service online
If you order on 29/02 in a leap year, you
have until 29/02 of the next leap year!
Credit automatically to card you paid on
The flowers story: http://bit.ly/10uT9BN
24. The good: House of Fraser
Buy online, collect in store.
Clear communication:
Order confirmation email
Dispatch confirmation
email
Order ready confirmation
email
Order collection
confirmation text
Returns via store or post
In-store staff understand the
policy
25. The good: Maximuscle
Text message confirmation day before
delivery
Can re-arrange delivery via text reply
Text confirmation of new delivery date +
online order tracking reference
1hr delivery window – excellent
Provides name of carrier
Even includes the name of your driver!
26. The bad: Maillife
Inaccurate online order
tracking
No link to courier live delivery
information
Bare minimum 7 days „cooling
off‟ period
Up to 28 days for
„unsatisfactory‟ goods
Only standard delivery option
– up to 7 working days
Account log-in doesn‟t always
work – cookie issue
28. Trend 6 – Attribution modelling
In 2013 more retailers will use analytics tools to understand channel
interaction to help them improve the efficiency of marketing investment &
campaign planning.
Why?
At basic level multi-channel funnels are easy to identify
using basic analytics tools
What is missing is intelligent modelling to predict the
impact of changes to the marketing mix
Data interrogation will enable retailers to assess impact
of changes to marketing focus
Attribution analysts will be worth their weight in gold
Added value in multi-channel environment – impact of
offline / online marketing on each other
31. What questions can it answer?
The enticing….
How does changing my keyword targeting via PPC
affect my overall ROI?
What is the best way to use retargeting to support my
SEM?
Which email segments are contributing the most to
my social media channels?
The downright adrenaline pumping….
How does my offline PR drive online activity?
How is my digital marketing affecting local stores?
Does social media contribute to lifetime value & ROI?
What content is contributing to my KPIs?
32. Trend 7 – Content Marketing quality
not quantity
In 2013 marketers will spend more time & effort integrating content into
their overall marketing plan, with a focus on quality rather than quantity.
Why?
Brands are built around content – content
communicates values, personality etc
Content is the glue between people and products
Major impact for SEO – Panda update started the ball
rolling for „thin‟ content to be down graded
“In 2013, I predict that marketers will be forced to go outside of
their comfort zone to find scalable ways to produce content that
can fuel their marketing programs. Some may try outsourcing
content creation outside of their marketing teams. Some may go
outside their organization's walls to find content to curate.
Others may attempt to crowdsource content creation among
their user base.”
Pawan Deshpande, Founder & CEO, Curata
33. Build from scratch
Create a bespoke content
marketing plan aligned with overall
marketing plan. Create content in-
house or outsource to specialists.
Example – Red Bull
Crowdsource
Tap into customer demand.
Use established networks like
Quora, LinkedIn, Twitter,
Facebook etc.
“As the demand for more Example: Volvo
http://bit.ly/XHZYye
quality content becomes
primary to all corporate
social, SEO, and demand-
generation objectives, Buy-in
CMOs will start to look at
the "build vs. buy" scenario Tap into existing content pool,
of content marketing” buying talent and/or content
assets that are ready to use.
Joe Pulizzi, Example – Google & Zagat
Founder, Content
Marketing World
Further reading from Econsultancy: http://bit.ly/W2OKit
34. Right down to the microcopy
Tweekscycles – Cove STD Frameset
Crumpler – The Gimp 13”
Laptop Wrap
35. Trend 8 – Alternative commerce
models
In 2013 more websites will spring up that create communities by offering
alternative e-commerce models. Two key models are subscription & rental
commerce.
This is already happening – unsurprisingly the US is
leading…
Taps into people‟s interests & passions and removes the
need to make buying decisions
Using expert knowledge to deliver relevant products
Example - Birchbox:
Beauty and lifestyle products
Free shipping on each order
Loyalty scheme with points for each purchase made
Website is also provides standard e-commerce shop
36. Other examples
Shoedazzle.com
Create your fashion
profile
Each month celebrity
stylists help choose
your collection
You can choose which
products to receive
No commitment & free
two-way
delivery/returns.
37. Other examples
Dollarshaveclub.com
Helping you manage the
cost of shaving
Pay a monthly fee
Can upgrade/downgrade at
any time to different razors
Handle is free, you pay for
the blades
38. Other examples
The Thing Quarterly
Selling unique content
Object based periodical
Produced by artists, writers,
musicians or filmmakers
The object is hand-wrapped
and delivered to subscribers
39. Examples from the UK
Able & Cole
Sign-up and select a food
box
Pay a monthly fee
USP – fresh food from local
family farms
Don‟t have to be in – they will
leave in a safe spot
Green angle – boxes are re-
used
40. Examples from the UK
Graze
Sign-up and select a food
box
Weekly deliveries
First box half price to
encourage sign-up
Health & nutrition based
food
All boxes fit through normal
sized letterboxes!
41. And a New Year bonus!
Trend 9 – Local curated commerce
We will see more websites catering for local audiences with relevant
products, offers & content – acting as aggregators for local brands.
Already popular in the US and likely to spread
Tapping into the innate desire to be part of your local
community
Creating a retail proposition by aggregating the brand
power of local businesses
Example – Scoutmob in the US:
Mobile app for iOS & Android
Local mobile deals
Local curated content
Also likes of Giltcity.com – taking LBS to next level, more
than just a check-in like Foursquare, Gowalla etc
43. For crystal ball addicts…
E-commerce Predictions for 2013 - Shipwire
Master list of 2013 predictions from industry sources - Econsultancy
Digital Marketing & Ecommerce Trends 2013 – CEO, Econsultancy
Top mobile commerce prediction for 2013 – Mobile Commerce Daily
14 predictions for digital marketing in 2013 – Mindshare
4 best practices for digital marketers in 2013 – Mashable
44. the end…
Thank You
E: james@digitaljuggler.com
M: +44 (0) 7794 539 399
W: digitaljuggler.com
T: @jamesgurd
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