Team Carambola (Jose Mello, Dan Peterson, Douglas Radecki, Jamie Riveria, Nik Rokop, Claudia Ruge) used the business framework Buying Experience to develop a workshop to innovate in the e-commerce space.

1. Team Carambola
March 5th 2012
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2. ABT is innovative in its store
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3. The Secret Shopper
VIDEO
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4. Problem
The buying Recognition
process
Post Purchase Information
Behavior Search
Evaluation of
Purchase
Alternatives
Decision
Mello / Peterson / Radecki / Rivera / Rokop / Ruge

5. Problem
The buying Recognition
process
Post Purchase Information
Behavior Search
Evaluation of
Purchase
Alternatives
Decision
Mello / Peterson / Radecki / Rivera / Rokop / Ruge

6. Problem
Problem
Recognition
Recognition
E-commerce, a more content sites
involved buying process search engines
business sites
Post Purchase
Post Purchase Information
Information deals and o ers
Behavior
Behavior Search
Search reviews
social media
Evaluationof
Evaluation of
Purchase
Purchase
Alternatives
Alternatives
Decision
Decision
Mello / Peterson / Radecki / Rivera / Rokop / Ruge

7. The ecommerce landscape
Catalogue-esque

8. The ecommerce landscape
It is list of lists! I don’t
need all this company
information.
-Secret Shopper 1
“”
Catalogue-esque

9. The ecommerce landscape
Catalogue-esque

10. The ecommerce landscape
Linking into social influence
Catalogue-esque

11. The ecommerce landscape
Auction commerce
Linking into social influence
Catalogue-esque

12. +
The ecommerce landscape
Auction commerce
a social online experience
Linking into social influence
Catalogue-esque

13. Social Media does not reflect
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14. - Social interactions
Utilizing social media +
ABT’s business narrative online in A social experience and interactions
social spaces such as Facebook. among customers on Amazon.
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15. A top retailer, but not growing fast enough
39.5%
growth
18% annual
growth for
Top 500
internet
retailers
10.7% 10%
growth growth
We’re pushing
4829th 151st
$310 $195 our e-commerce
million million business because
we believe in
of the Inc 5000
in overall sales
from 2009
of the Inc 500
in online sales
from 2010
e-commerce. “”
-JOHN ABT, Co-President
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16. Potential Impact on Abt Sales
+ 1% = + $3 million revenue

17. Potential Impact on Abt Sales
+ 1% = + $3 million revenue
How might we...
enhance the online experience.

18. Day of the workshop
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19. Empathy building exercise
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20. Brainstorming through collage
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21. navigation
& search
Team collages
customization
around shopping
preferences
expert
opinion
sort &
compare
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