2000 2005 2010 2015 - iktissadevents.com · 2000 2005 2010 2015 M-commerce c ommerce ... The...
Transcript of 2000 2005 2010 2015 - iktissadevents.com · 2000 2005 2010 2015 M-commerce c ommerce ... The...
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e-commerce trends:
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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
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Major Trends in Retailing and e-commerce
2000 2005 2010 2015
M-commerce
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Social Media
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Multi-Channel Cross-Channel Omni-Channel
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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…
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EXPERTSANONYMOUS
Discussion
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Discussion Forums, Blogs,
Price Comparison Sites…
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Social Media…and shares his opinion on social networks!p
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Social MediaLinking Social Media and Brandsg
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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
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• 1 Whopper offered for 10sacrificed friends233 906 friends sacrificed
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Social MediaSocial media motivation for brands
Search customers
Generate interest for the brand
Sea c custo e s
Sell
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Create loyalty
Make customers recommend & defend
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Make customers become ambassadors
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Mobile commerceSmartphones conquer the mobile phone marketp q p
1000 MSmartphone Shipments
491 M
652 M
com
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FEX
2012
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2010 2011 2012 2015Source: IDC Worldwide, 2012 estimate: JP Morgan
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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
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51 % Make a purchase after research on their mobile
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41 % Use mobile for impulse buying
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Source: Yahoo! / Nielsen 2011
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Mobile commerce: Exemples"Mobile" Shoppingpp g
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Mobile commerce: ExemplesMobile Application: Zarapp
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Mobile commerce: ExemplesProduct & Price Transparency: barcoo & amazonp y
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Mobile commerce: ExemplesDiscounts: Monoprix et moip
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Mobile commerce: ExemplesLocation based services: Order Pat
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Mobile commerce: ExemplesImmediate Gratification: Order Pat
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Mobile commerce: ExemplesMobile Paymentsy
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Mobile commerce: ExemplesPersonalized Shopping Guide: Stylebookpp g y
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Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g
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Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g
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Mobile commerce: ExemplesLocation Based Services: Shopping Mallspp g
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Mobile commerceOmni-channel customer satisfaction: Nespressop
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Mobile commerceOmni-channel customer satisfaction: Nespressop
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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
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4. Broadcasting and Blogging
5. User-friendlyness
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6. OS and Browser-Technology
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G. Heinemann: Der neue Mobile Commerce, 2012
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Mobile commerceBarriers to implementationp
Management Market Infrastructure
• Perception • Smartphone• Highspeed
network
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• ROI• Fear• Competences
penetration• Customer
acceptance
coverage• Reliable
Logistics
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Mobile commerce: ExemplesLocation Based Services: Fastmall
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Mobile commerce: ExemplesLocation Based Services: Fastmall
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