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e-commerce trends:

m-commerce and social mediae an

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m-commerce and social mediam

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Dr Gerald LangM-C

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Dr. Gerald Lang

BEM Bordeaux Management SchoolEcole Polytechnique Paris

MMMMM

Major Trends in Retailing and e-commerce

2000 2005 2010 2015

M-commerce

com

mer

ce

Social Media

ocia

l Med

ia a

nd m

-c

Multi-Channel Cross-Channel Omni-Channel

BIFE

X 20

12 –

So

Social MediaThe customer is more and more influenced…

BRANDSCommunication,

Advertising, Brand Home Page CRM

PERSONNEL NETWORK

Friends, ColleaguesHome Page, CRM,

in store communication

Colleagues, Family…

com

mer

ce

EXPERTSANONYMOUS

Discussion

ocia

l Med

ia a

nd m

-c EXPERTSTV, Radio, Press Articles, Blogs…

Discussion Forums, Blogs,

Price Comparison Sites…

BIFE

X 20

12 –

So

Social Media…and shares his opinion on social networks!p

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Social MediaLinking Social Media and Brandsg

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Social MediaLinking Social Media and Brands: Burger Kingg g g

The Whopper SacrificeThe Whopper Sacrifice

• « You like your friends but« You like your friends, but you love the Whopper »

• Quest for friends ironized

com

mer

ce

• 1 Whopper offered for 10sacrificed friends233 906 friends sacrificed

ocia

l Med

ia a

nd m

-c • 233 906 friends sacrificed…

BIFE

X 20

12 –

So

Social MediaSocial media motivation for brands

Search customers

Generate interest for the brand

Sea c custo e s

Sell

com

mer

ce

Create loyalty

Make customers recommend & defend

ocia

l Med

ia a

nd m

-c Make customers recommend & defend

Make customers become ambassadors

BIFE

X 20

12 –

So

Mobile commerceSmartphones conquer the mobile phone marketp q p

1000 MSmartphone Shipments

491 M

652 M

com

mer

ce 304 M

ocia

l Med

ia a

nd m

-cBI

FEX

2012

–S

o

2010 2011 2012 2015Source: IDC Worldwide, 2012 estimate: JP Morgan

Mobile commerceCustomers use their smartphone when shoppingp pp g

9 of 10

50 %

Mobile users access the mobile web while in store

In store mobile web activity related to shopping50 %

48 %

In-store mobile web activity related to shopping

Take/send picture of a product to friend/family

com

mer

ce

/ p p / y

51 % Make a purchase after research on their mobile

ocia

l Med

ia a

nd m

-c

41 % Use mobile for impulse buying

BIFE

X 20

12 –

So

Source: Yahoo! / Nielsen 2011

Mobile commerce: Exemples"Mobile" Shoppingpp g

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesMobile Application: Zarapp

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesProduct & Price Transparency: barcoo & amazonp y

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesDiscounts: Monoprix et moip

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesLocation based services: Order Pat

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesImmediate Gratification: Order Pat

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesMobile Paymentsy

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesPersonalized Shopping Guide: Stylebookpp g y

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerceOmni-channel customer satisfaction: Nespressop

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerceOmni-channel customer satisfaction: Nespressop

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerceKey Success Factorsy

1 Successful existing online-shop

2. Link to situation and reality of the customer

1. Successful existing online-shop

3. Best price and bargaining

4 B oadcasting and Blogging

com

mer

ce

4. Broadcasting and Blogging

5. User-friendlyness

ocia

l Med

ia a

nd m

-c

6. OS and Browser-Technology

7 B k d S it

BIFE

X 20

12 –

So 7. Backend-Security

G. Heinemann: Der neue Mobile Commerce, 2012

Mobile commerceBarriers to implementationp

Management Market Infrastructure

• Perception • Smartphone• Highspeed

network

com

mer

ce

• ROI• Fear• Competences

penetration• Customer

acceptance

coverage• Reliable

Logistics

ocia

l Med

ia a

nd m

-c • Competences acceptance gServices

BIFE

X 20

12 –

So

Mobile commerce: ExemplesLocation Based Services: Fastmall

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So

Mobile commerce: ExemplesLocation Based Services: Fastmall

com

mer

ceoc

ial M

edia

and

m-c

BIFE

X 20

12 –

So