Vi er efterhånden bevæbnet med internetopkoblede devices i alle afskygninger og vi bruger dem i alle mulige touchpoints. Lige fra erkendelse af vores behov til køb og ibrugtagning af et produkt eller service. E-handel handler derfor ikke alene om at kunne designe, udvikle og drive en webshop, men om at opbygge et samlet forretningskoncept, der er designet til at operere i et økosystem med digitalt opkoblede forbrugere. E-handlende må derfor fokusere på hele købsoplevelsen og alt hvad, der skal til for at sælge varer og services online. Og det handler om meget mere end at orkestrere onlinekanalen. Det handler om at integrere alle kanaler og touchpoints med kunden i centrum. Hør, hvorfor din virksomhed skal opbygge en langt større indsigt i forbrugernes motiver og reaktionsmønstre på tværs af kanaler for at kunne udnytte de nyeste digitale muligheder. Fra reklamer, salgsmaterialer, den fysiske butik, kundeservice etc. Kort sagt, hvordan verden går fra e-handel til omnichannel. v/Thomas Rosendahl, Director of Strategy og Morten Steinbach, Senior User Experience konsulent.

1. MORGENBRIEFING 07.10.13
FRA E-HANDEL
TIL OMNICHANNEL
THOMAS ROSENDAHL
OG MORTEN STEINBACH

2. Three areas of
SHAPING
The shopping experience

3. Business
Customers
Technology

4. ECONOMIC OUTLOOK 2014
4

5. ECONOMIC OUTLOOK 2014
World
+3,8%
Eurozone DK
+1%
+1,7%
Sources: IMF, EY, EU commission
5

6. E-COMMERCE OUTLOOK 2016
6

7. E-COMMERCE OUTLOOK 2016
Asia
Latin
Europe+ US
Pacific+20%* America+17% 12% +10%
*=All percentages CAGR 2011-2016
Source: Forrester Research
7

8. Online spending in DK is 2,7% of average
GDP pr. capita – only surpassed by the
UK in the EU.
Source: e-Commerce and Delivery (Copenhagen Economics/EU Commission 2013)

9. Ever
LOWER BARRIERS
to entry

10. 10

11. 11

12. 12

13. 13

14. The Collaborative
ECONOMY?

15. 15

16. 16

17. 17

18. 18

19. 19

20. Major Players
ON THE MOVE

21. Source: https://www.google.com/shopping/express/?redirect=false#HomePlace:s=0&c=24&mall=SanFrancisco

22. 22

23. TECHNOLOGY
In Context

29. Always
CONNECTED

30. What is
OMNICHANNEL?

31. SINGLE CHANNEL

33. MULTI CHANNEL

34. Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey Wave 1: (Q11). In which of the following
ways do you think you’ll approach your Holiday shopping?

36. OMNI-CHANNEL

37. Transparency
Convenience
Seamless
WHAT IT MEANS …
Personalized
Access
Instant

38. New customer centric
SHOPPING REALITY
- trends

39. YES.WE RESEARCH
BEFORE BUYING.

40. RESEARCH ONLINE BEFORE BUYING OFFLINE
Source: http://www.fdih.dk/media/1212890/e-handelsanalyse_q2-2013_light.pdf

41. WHY?
Source: http://www.fdih.dk/media/1212890/e-handelsanalyse_q2-2013_light.pdf

42. find
Search
Investigate
like
Get support
Discover
love
Share
Compare
Use
Trust
Advocate
Purchase/
Desired
action
Decision

43. Path to purchase will have many
TOUCH POINTS

44. 44

45. Slide
45

46. Slide
46

47. “Please use our app
to make in-store
price comparison”
Source: http://www.forbes.com/sites/erikkain/2011/12/14/amazon-price-check-may-be-evil-but-its-the-future/

48. Moving
POINT OF SALE
by taking research seriously

49. Search &
DISCOVER

51. BIRCHBOX
Most women want to see, smell and
try the products they are buying
51

52. http://pandodaily.com/2012/10/19/the-beauty-of-birchbox-itsnot-subscription-commerce-its-marketing-that-women-actuallypay-for/

53. BIRCHBOX
53

54. The
DEMAND
For discovery

55. The revenge of
BRICKS AND MORTAR

58. Source: http://www.artfire.com/ext/shop/product_view/MySteampunkArmy/7382806/vintage_levis_505_orange_tab_31x36_punk_rock_1980_s_distressed_jeans/vintage/clothing/pants

59. Merging offline, online
and mobile experience
Source: http://www.hointer.com/

60. LEVIS & HOINTER
Source: http://www.hointer.com/
60

61. LEVIS & FLIPBOARD
Source: http://www.hointer.com/
61

62. NIEMAN MARCUS
62

63. VIP CUSTOMER SERVICE EXPERIENCE
63

65. Takeaways
The competitive landscape has
changed and is ever increasing – but so
is the network of opportunities!
Convenience require coherence and
seamlessness across touchpoints to
drive sales.
Move point of sale by taking research
seriously and catering for the demand
for discovery.

66. Omnichannel is not a choice. It is what
customers expect. They expect you to
know them wherever you meet, thus
blurring the line between online and
offline. Omnichannel is about planning
for the entire experience; about having
a strategy that encompasses
data, behavior, coherency, organisation
and context.
In short, customer centric commerce.
Slide
66

67. Thank you.
Thomas Rosendahl
Director of Strategy
+45 22 49 83 36
thomas.rosendahl@creuna.dk
Morten Steinbach
Senior User Experience Consultant
+45 22 68 58 87
morten.steinbach@creuna.dk