welcome to the era of agile commerce (webinar)

© 2010 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited

Welcome to the Era of Agile Commerce

Brian K. Walker, Principal Analyst

July 7, 2011

@bkwalker

© 2010 Forrester Research, Inc. Reproduction Prohibited 2

Our Speakers

David Brussin Chief Executive Officer Monetate

Anu Saha Partnerships Director Bazaarvoice

Brian K Walker Principal Analyst Forrester Research Inc

Engage shoppers anytime, anywhere!

PERVASIVE ENGAGEMENT CROSS-CHANNEL

Are you engaged with your customers across all touch-points?

Confidential

and

Propriet

ary.

© 2010 Baza

arvoice,

Inc.

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78% of smartphone owners use their phones while they shop. - Eric Schmidt, Google

30% of consumers use three or more retail channels for any shopping transaction. - Matt Anderson, Booz & Co.

92% shoppers have more confidence in info sought online vs. anything from a salesclerk or other source. - Wall Street Journal

81% of respondents said they'd received advice from friends and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. - Click Z

Customers want to see a brand – not separate channels

In Store Online

Social Web

Mobile Sales Channel

pervasive engagement

The leading global social commerce solution

Ratings & Reviews Customer Stories Questions & Answers Social Networks Blogs Forums Wikis Closed Communities Brand Monitoring Photo Sharing Video Sharing

Sales

Returns

Site traffic

Service Costs

Engagement

Awareness

Loyalty

Satisfaction

Product Improvements


eCommerce


Multi-Channel


Smartphones 34% of smartphone owners have owned one less than a year, 80% less than three years.


Tablets Tablet sales will eclipse laptop sales by 2015. Many retailers are seeing 5-10% of traffic from iPads alone. Today.


Social / Local Shopkick has 1 million check-ins per day, 750 thousand users, and 10% access once per day.

Connected Entertainment 43.2 million homes will have Internet connected TV’s by 2015. Kinect for Xbox 360 reached ~10M units in 2010.


Call Center 29% of US online adults prefer to receive customer support via the phone; down from 32% in 2007.


Retail Stores During Holiday 2010, 49% of online shoppers agreed with the statement, "I shopped in stores less because I shopped online instead.”, but 73% of US SuperConnecteds prefer to purchase a good or service in a store.


The Web 58% of US online adults prefer to research a product online, compared to 43% in 2007. 51% of total US retail sales will be influenced by or made online by 2013. Online retail continues double-digit growth in flat economy.

© 2010 Forrester Research, Inc. Reproduction Prohibited 27 Photo by hdrdoc

Multi-channel is very, very hard to execute today.


“It is no longer about channels, it is about the

customer lifecycle across everywhere we

touch them.” - SVP eCommerce, Travel


Multi-Channel


Welcome to the Era of Agile Commerce.


Agile business leaders will optimize touch-points,

not channels.

© 2010 Forrester Research, Inc. Reproduction Prohibited 34 © 2009 Forrester Research, Inc. Reproduction Prohibited

How do businesses become more agile?

© 2010 Forrester Research, Inc. Reproduction Prohibited 35 Photo by Gilberto Viciedo

A focus on the customer opens the door to Agile Commerce.


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Attribution +

Analytics +

Orchestration +

Optimization


marketing air

click through

category purchases

baskets site browse

opt-in

search term

off line purchases

geo / postal code

payment type

friend

touchpoint usage

LTV

loyalty RFM score

location

browser type

assortment

marketing response

service contacts

IP address

browse node

facet refinement

search term


Keeping it all straight and driving relevance across touchpoints is a huge challenge.


attribution + analytics…


…+ orchestration + optimization


CXM

On-‐site Search

WCMS

Personaliza5on

CRM

Commerce

Pla8orms

Analy5cs, Test &

Op5miza5on

The Model For CXM…


Order Management

Consum

er

Touch-‐po

ints

Core

Web

services

Enterprise

Pla8

orms

Product Content

Management

Customer Data

Management

Common Services / APIs

Enterprise Applica6ons

Integra6on HUB

CXM

Business Tools

Business Intelligence

Enterprise Content

Management P

rodu

ct

Offe

r

Pro

mot

ion

Mar

ketin

g

Bas

ket

Cus

tom

er

Ord

er

Sea

rch

Acc

ount

Commerce Pla?rom +


Q&A

David Brussin Monetate @dbrussin www.linkedin.com/in/davidbrussin

Anu Saha Bazaarvoice @anu_saha http://www.linkedin.com/in/asaha

Brian K Walker Forrester Research Inc @bkwalker www.linkedin.com/in/briankwalker

welcome to the era of agile commerce (webinar)

Technology

reproduction prohibited2009

social site

retail channels

smartphone owners

social local shopkick

us online adults

laptop sales

tabletstablet sales