Jason "Retailgeek" Goldberg presentation from Shop.org Digital Experience Workshop 2016.

1. Commerce 2020
Jason “@retailgeek” Goldberg

2. 2
Bartering
6000 BCE
Markets
100 CE
Money
700 BCE
General
Stores
1800 CE
Supermarkets
1916 CE
Big Box
1962 CE
Digital
2007 CE

3. 3
And disruption actually changes how we behave

4. 4

5. 5
2006

6. 6

7. 7

8. 8

9. 9
2006

10. 10

11. 11
2006

12. 12
2006

13. 13
2006

14. 14
2006
2.30%
97.70%
E-commerce Retail

15. 15
2006
25.00%
75.00%
Cyber Monday Rest of Year

16. 16
2006
“Don’t talk to strangers
on the internet”

17. 17
2006
“Never get in a
strangers car”

18. 18
2016
Literally use the internet to call
strangers and get in their car

19. 19
Trust
Social Proof
Absolute
Value
Transparency
Consumer Expectations for Today

20. Trust

21. 21

22. 22
How much do you trust the following
forms of advertising?
92%
70%
58%
58%
50%
47%
47%
47%
47%
46%
42%
41%
40%
40%
36%
36%
33%
33%
29%
8%
30%
42%
42%
50%
53%
53%
53%
53%
54%
58%
59%
60%
60%
64%
64%
67%
67%
71%
Recommendations from people I know
Consumer opinions posted online
Editorial content such as newspaper articles
Branded Webistes
Emails I signed up for
Ads on TV
Brand sponsorships
Ads in magazines
Billboards and other outdoor advertising
Ads in newspapers
Ads on radio
Ads before movies
TV program product placements
Ads served in search engine results
Online video ads
Ads on social networks
Online banner ads
Displa ads on mobile devices
Text ads on mobile phones
Trust Completely / Somewhat Don’t Trust Much/ At All
Global Average

23. 23
92%
70%
58%
58%
50%
47%
47%
47%
47%
46%
42%
41%
40%
40%
36%
36%
33%
33%
29%
8%
30%
42%
42%
50%
53%
53%
53%
53%
54%
58%
59%
60%
60%
64%
64%
67%
67%
71%
Recommendations from people I know
Consumer opinions posted online
Editorial content such as newspaper articles
Branded Webistes
Emails I signed up for
Ads on TV
Brand sponsorships
Ads in magazines
Billboards and other outdoor advertising
Ads in newspapers
Ads on radio
Ads before movies
TV program product placements
Ads served in search engine results
Online video ads
Ads on social networks
Online banner ads
Displa ads on mobile devices
Text ads on mobile phones
Trust Completely / Somewhat Don’t Trust Much/ At All
Global Average
Earned
Owned
Paid
How much do you trust the following
forms of advertising?

24. 24

25. 25
92
AOL
2004
94
TK-
TJ Maxx
2007
130
Heartland
Payment
Systems
2009
77
Sony
PlayStation
Network
2011
110
Target
2013
130
Ebay
2014
109
Home
Depot
2014
1
Hanes
2015
0.6
Kroger
2016
Breaches

26. 26

27. How to Earn Trust

28. 28
Processing Fluency

29. 29

32. 32
rg.tl/trust_stanford

33. 33
rg.tl/trust_stanford

34. 34
Trust Symbols

35. Be Reachable

36. Social Proof

37. 37
A principle of persuasion:
“people want to follow
the lead of individuals
around/like us.”

38. 38
Social
Proof
Brand

39. How to deliver
Social Proof

40. 40

42. 42

43. 43

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46. 46

47. 47

48. 48
Q&A

49. 49
User-Generated Content

50. 50

51. 51

52. 52
Walmart Trending Products

53. 53
Badges

54. 54
Amazon Style Code Live

55. 55

56. 56
JackThreads “Busy Shop”

57. Absolute
Value

58. 58
“When quality was hard to predict, it made sense
to stick with a familiar brand. But when you can
quickly assess the quality of things, loyalty
doesn’t help consumers as much.”
–Itamar Simonson, Stanford marketing professor

59. 59

60. 60
Brand A
96.9% SurvivalRate
$199
Brand B
94.8% SurvivalRate
$129
Brand C
73.5% SurvivalRate
$109
Which hard drive should I buy?

61. 61
Brand A
96.9%
SurvivalRate
$199
Brand B
94.8%
SurvivalRate
$129
Brand C
73.5%
SurvivalRate
$109
Based on real-world experience of 25,000 drives used in a 24/7data center by Backblaze.com
Amazon pricing, all prime eligible
Which hard drive should I buy?

62. 62

63. How to leverage
Absolute Value

64. 64
Discount Tire Case

65. Transparency

66. 66

67. 67
Model # 46113101 Model #: 46110001
Home Depot Lowes

68. 68

69. 69

70. 70
Obfuscation Transparency

71. 71
RIP: Price Obfuscation

72. How to
be transparent

73. 73

74. 74

75. 75

76. 76

77. 77
Trust
Social Proof
Absolute
Value
Transparency
Consumer Expectations for Today

78. Jason & Scot Show
Episode35

79. 7 deadly sins

80. 80
#1 No Guest Checkout

81. 81
$300M Button
https://articles.uie.com/three_hund_million_button/

82. 82
3 in 5 users would rather clean a toilet than
invent a new password

83. 83

84. 84

85. 85

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90. 90

91. 91

92. 92
#2 No Free Shipping

93. 93
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
E-Commerce Orders with Free Shipping
Source:Comscore

94. 94
58% of consumers are at least
somewhat likely to abandon their
shopping cart if they discover they
have to pay shipping costs at
the time of purchase
Source:Comscore

95. 95
9 types of Free Shipping
Free shipping
on everything
Free shipping
on certain dates
Free shipping
w/ loyalty
Free shipping
with threshold
Free shipping
to some locations
Free shipping
on some items
Free shipping
to store
Free shipping
on Returns
Free shipping
from store

96. 96
#3 Not saying
“When they will get it”

97. 97

99. 99

100. 100

101. 101

102. 102
#4 No Prominent Search Box

103. 103

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109. 109
#5 No Social Proof

110. 110

111. 111
#6 Promo Field

112. 112

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117. 117
#7 Home Page Carousel

118. 118

119. 119

120. 120
Arguments against Carousels
NNGroup Wider Funnel Lee Duddell
ConversionXL Site Tuners Jared Smith
E-consultancy Luke Wroblweski
What Users Do Adam Fellows

121. Questions
@retailgeek
Retailgeek.com
jason.goldberg@razorfish.com