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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
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Multi-Channel Cross-Channel Omni-Channel
BIFE
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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
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Discussion Forums, Blogs,
Price Comparison Sites…
BIFE
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So
Social Media…and shares his opinion on social networks!p
com
mer
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edia
and
m-c
BIFE
X 20
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So
Social MediaLinking Social Media and Brandsg
com
mer
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and
m-c
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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
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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
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-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
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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
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41 % Use mobile for impulse buying
BIFE
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So
Source: Yahoo! / Nielsen 2011
Mobile commerce: Exemples"Mobile" Shoppingpp g
com
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and
m-c
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So
Mobile commerce: ExemplesMobile Application: Zarapp
com
mer
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edia
and
m-c
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X 20
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So
Mobile commerce: ExemplesProduct & Price Transparency: barcoo & amazonp y
com
mer
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and
m-c
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X 20
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So
Mobile commerce: ExemplesDiscounts: Monoprix et moip
com
mer
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edia
and
m-c
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X 20
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So
Mobile commerce: ExemplesLocation based services: Order Pat
com
mer
ceoc
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edia
and
m-c
BIFE
X 20
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So
Mobile commerce: ExemplesImmediate Gratification: Order Pat
com
mer
ceoc
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edia
and
m-c
BIFE
X 20
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So
Mobile commerce: ExemplesMobile Paymentsy
com
mer
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edia
and
m-c
BIFE
X 20
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So
Mobile commerce: ExemplesPersonalized Shopping Guide: Stylebookpp g y
com
mer
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edia
and
m-c
BIFE
X 20
12 –
So
Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g
com
mer
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edia
and
m-c
BIFE
X 20
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So
Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g
com
mer
ceoc
ial M
edia
and
m-c
BIFE
X 20
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So
Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g
com
mer
ceoc
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edia
and
m-c
BIFE
X 20
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So
Mobile commerceOmni-channel customer satisfaction: Nespressop
com
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edia
and
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So
Mobile commerceOmni-channel customer satisfaction: Nespressop
com
mer
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edia
and
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BIFE
X 20
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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
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4. Broadcasting and Blogging
5. User-friendlyness
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6. OS and Browser-Technology
7 B k d S it
BIFE
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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
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Mobile commerce: ExemplesLocation Based Services: Fastmall
com
mer
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edia
and
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So
Mobile commerce: ExemplesLocation Based Services: Fastmall
com
mer
ceoc
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edia
and
m-c
BIFE
X 20
12 –
So