Friday, 28 January 2011
Thursday, 27 January 2011
Christmas and Beyond - The Future of eCommerce Webinar
This webinar from Retail Week, in association with Bazaarvoice, discussed issues relating to Christmas trading in 2010 and what is to be expected for the success of UK eCommerce in 2011. Key speakers included Joanna Perry (Retail Weeks special project editor), Harrods Direct director David Worby, Argos multichannel programme and operations manager David Tarbuck, Richard Anderson, VP of International Client Services, Bazaarvoice and Malcolm Rowe, Regional Manager Northern Europe, Akamai.
There have been many stats about Christmas online sales around reports on the future of digital, so it was interesting to watch this webinar with the panel put on the spot with the public’s live streamed questions, as well as getting their chance to air their views about the next big move for UK retailers. The focus points included basket abandonment, home delivery, consumer’s confidence when buying and researching online, buying behaviour and mobile services.
Reputation is one of a brands most important assets, so it was encouraging to hear Tarbuck stating that even though the weather conditions before Christmas 2010 were rough on the UK, there were gains to be made. Argos specially adapted their services to let their customers know if their deliveries were on time, or that they could collect their held items from the stores when it was easier to get to them. Customers will lose confidence if they have poor communication with a brand and therefore will probably not return to purchase again. Premium delivery service has been said to already be popular as many consumers online have the ‘want it now’ attitude as if they were buying the item from in store.
Brands are now what the consumers say they are, rather then what they have built themselves up to be. They need to start concentrating and focusing on the consumer journey when buying their products. Consumers are ‘savvy,’ and know what eStores are all about – meaning convenience and assurance are important in building loyalty to the brand, but are not necessarily enough anymore. Consumers now need eStores to be flexible and dynamic, to not be in doubt about when their order is going to come, and have the ability to research and purchase products knowing they will be happy with them.
It is hard to say that everything can now be sold online; of course luxury goods as Worby explains may have be researched online, often to be bought in physical stores. Mobile will play a big part in the future of luxury sales as consumers will be able to scan codes in store to go online and find out more information, helping this research phase. Check and reserve or holding items is also likely to be popular within the luxury market, as a method of joining online and physical stores.
2011 will become more difficult and complicated for eStores as there are a lot more aspects that need to be thought through to keep up with consumers demands. Researched and educated strategies are necessary to create easiest and satisfying shopping experience.
Last of all, mCommerce and mobile applications were discussed. Retailers are being either a leader or a laggard here, although all of them need to be leaders. Mobile’s will not only make more money online for retailers, but will also help make the purchasing decisions for customers in physical stores.
Monday, 24 January 2011
Wednesday, 19 January 2011
Digital Innovation Online - Part 3
Digital Innovation Online in 2010 and Moving Forward
Part 3
In the digital age, nothing stays the same for long. Now more than ever, the retail landscape is constantly evolving with new technologies and services transforming both the marketplace and consumer habits almost daily. 2010 has been a great year for consumer improvement due to the advances in online technologies. We are now easily buying goods through our smart phones, researching products on check in and comparison applications and sharing information with friends at an instant through social networking. These are just a few examples of the innovations within eStores, below are some more that we think have been special this year.
Blogging
Brands are using blogs to establish their own personalities online in a way their consumers would recognise and also build relationships with other relevant bloggers to raise brand association. By having a blog, a brand shows that they have other interests and views and are not just all about the product.
Augmented Reality & Geo Location
Augmented Reality is proving to be popular with online and smart phone applications. The mixing of real life elements with computer generated content opens up new ways for consumers to interact with brands. QR codes are all over the media now as consumers can explore brands by virtually trying on clothing or viewing products in 360˚. The opportunities with augmented reality are endless. Check-in applications are also proving popular on mobiles as consumers gain rewards by promoting venues.
fCommerce
There are companies that now have eStores on facebook. This lets consumers shop via an application that they are familiar with and are able to share information with their friends easily.
Outfit Builders
Outfit builders have given consumers a more enjoyable way to shop online. Features like this let consumers view a large product catalogue in whole, mix and match items and view outfits from many angles on and off a mannequin. Some brands have then linked this to social media so outfits can be shared.
Retail Games
There are many fashion retail games online allowing users to create their own stores, dress up personalised avatars and socialise with friends. Brands have used these games to promote products virtually and integrate advertising.
Trend Hunting
Brands are encouraging consumers to interact with them by creating and uploading look books via their website. By doing this a community is created around the brand as consumers can then comment on each other’s ideas and follow those in which they like.
Online Events, Shows and Campaigns
Brands are now involving consumers in events by live streaming online and social updates. This is exciting for the consumer as they will feel like a part of the brand; it is also useful to gain valuable consumer information to later promote brand activity. Eventually virtual tickets and webcam interaction will be available so consumers can chat about what’s happening live as it happens.
Video
Video is another source to use to promote brand activity and products. French connection released a youtube video that let consumers click on products whilst streaming. This took them onto the product page of the website to find out more information and purchase. Haul videos are also a popular way to get products promoted through consumers as they are currently generating over 500,000 views by others.
Monday, 17 January 2011
QR Book
This Restaurant Guidebook links to online content for up to date reviews
http://www.springwise.com/media_publishing/spagoguida/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+springwise+%28Springwise%29&utm_content=Google+Reader
Friday, 14 January 2011
Thursday, 13 January 2011
Wednesday, 12 January 2011
Digital Innovation Online - Part 2
Digital Innovation Online in 2010 and Moving Forward
Part 2
Brands are finding the online marketplace successful as they sell to a wider audience, are accessible 24 hours a day and will give their customers a better experience then they could give them instore due to more choice of products, applications and special features to let the consumer know more about the brand and to be able to shop in the comfort of their own homes. However physical stores still exist and below are some of the innovations we think have made a great impact to the physical store in 2010 and will enhance the experience in 2011.
In Store Kiosks
An in store kiosk is a robust, touch screen version of an eCommerce store. It lets consumers search for products, colours and sizes that aren’t on the shelves. Consumers are now spending more at kiosks than at tills and over 50% of transactions are self service, giving your consumers an easier shopping experience.
Scan & Shop and 2D Tags
Consumers are now keeping track of costs more than ever before. Tesco is planning to allow customers to have a handheld device that allows them to scan items as they shop. This device allows them to keep track of the cost of their shopping as well as saving time at the checkout service.
2D tagging services are also becoming popular allowing customers to scan barcodes on products from their mobile phones to gain information about the product. A well designed app can put amazing content into the consumers hand on demand which will engage the consumer whilst the purchase decision window is open.
Magic Fitting Rooms & Photo Booths
Magic fitting rooms entice customers to share products in the store with their friends and help the brand win new friends. By using multi touch mirrors with augmented reality and app technology, consumers will really have an interesting experience when shopping.
Store Previews
PSFK predicts that having live streaming of stores will let customers check online to see how busy it is before deciding to visit. This may prompt customers to shop online instead of visiting a busy store where their customer experience will be ruined by the crowds.
Google are currently giving shoppers an inside view of store interiors which gives customers a good idea of how the store is merchandised, and how big the store is. Mobile applications are also being made with directions for large stores so that customers can navigate around without the need for GPS.
Monday, 10 January 2011
11 Digital Trends To Watch In 2011
Tuesday, 4 January 2011
The Rise of Video in eCommerce
The Rise of Video in eCommerce: The Virtual Shop Window
The up and coming year will show that video will be part of the growth of eCommerce. Robert Tarrant predicts that the use of video in eCommerce will grown in 2011, enhancing excitement around brands and will lead to increase in profits.
Currently fashion eStores can use video to exhibit their products using catwalk shows and moving stills that give the consumers a better idea of the fit, shape, design and texture of the product when on the body. This gives more information to the customer, in turn increasing the confidence for purchasing, and decreasing the return rate.
Retailers will however, be doing more than just showcasing their products with video this year; video will also be used to create tutorials and demonstrations (personifying the brand), to advertise the brand to new audiences, and to encourage UGC from their consumers, which can be used to share personal experiences with the brand and products to their fellow consumers.
Tarrant states that if retailers change their way of thinking, and start to “adopt and understand” video, then the industry will “really will begin to start seeing the 140% uplifts” Adobe have recently claimed that video can have on conversion rates.
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