Is Technology Stealing Your Advantage? SoLoMo Implications for e-Commerce Platforms Bob Egner EPiServer, VP Product Management
SoLoMo Implications for your Commerce Platform: Is Technology Stealing Your Advantage?
Jan 18, 2015
Social Commerce, Mobile Commerce, and all their variants have one thing in common – the relentless push of technology to flatten your competitive edge. To rise to the top with consumers (and hold that position when you reach it) requires rethinking where content and transactions are handled on the web. Learn how to adjust your platform strategy to accommodate the latest consumer trends, and those still emerging.
Bob Egner, VP Product Management and Global Marketing, EPiServer, has driven software companies to growth by focusing on value delivery. His blend of business expertise and technology insights have created winning product strategies and marketing programs globally.
Bob Egner, VP Product Management and Global Marketing, EPiServer, has driven software companies to growth by focusing on value delivery. His blend of business expertise and technology insights have created winning product strategies and marketing programs globally.
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Is Technology Stealing Your Advantage?
SoLoMo Implications for e-Commerce Platforms
Bob EgnerEPiServer, VP Product Management
2
Introducing EPiServer
Working with our talented partners to create sites for• e-Commerce• Web and Digital Marketing• Social and Online Communications
Software platform that drives business results
3
Platform Spending
• 62% of online retailers will increase their technology spend in 2011, up from 57% in 2010
Forrester 2011 Online Retail Technology Investment Outlook
• Improving economy?• Efficiency gains?• Competition?
Why is it increasing?
4
Porters Five ForcesDisrupted by Technology
New Entrants• Barriers to entry are lower
online• Customer focus is a
differentiator
Customer Power• Buyers have information• Online channels flatten
distribution strength
Supplier Power• “Employee as supplier” to
customer relationships• Global outsourcing erodes
economies of scaleCompetitive Rivalry• Competitor access to your strategy
Substitutes•Word of mouth undoes brand
investment• Digital substitutes collapse
value chains
Substitutes
SupplierPower
CustomerPower
NewEntrants
CompetitiveRivalry
5
The Age of the Customer
Source: ForresterCompetitive Strategy in the Age of the CustomerJosh Bernoff
6
iPad 2 Launch Day - London
Consumer AdoptionWhat drives technology adoption?
iPad 2 Launch Day - NYC
iPhone 4 Launch Day - London
iPhone 4 Launch Day - SF
Can someone explain this… please?• Key enabler of customer experience• Raises expectation of interaction• Personal and convenient
7
Customer Focus is Key
• Nearly everyone is connected, and mobile• User experience and convenience are key• Shifting focus of value
Driver of Platform Spending
Technology spending characteristics• Relatively low cost and high ROI• Grows new or maturing revenue stream• Supports changing needs of consumers
8
Driver or Enabler?Technology’s role in social commerce
9
Social Shopping Variants
Group Buying
Marketplaces
Collaborative Shopping Portals
Social Networks
Ratings and Reviews
10
Social Spectrum
OwnedMedia
PaidMedia
EarnedMedia
SocialMedia
Digital Properties• Websites• Customer Care• Portals
Advertising• Banners• Display Ads• Endorsements
Partnerships• Influencers• Branded Entertainment• Affiliates
Outposts
Embassies &Ambassadors
11
Context Aware Computing“It will be one of the top disruptive trends of this decade.”
Source: GartnerContext-Aware Computing Industry Heat MapWilliam Clark
12
Progression of Localization
Basics
LayeredIntelligence
BreakingAway from PC
EmbracingNew Devices
• Behavior• Location (GPS)• Time of day
• Purchase intent• In-store• Time limited
•Where in store• Try it on• Environment
• Biometrics• Conversational•Gestures
2012 2014 2016
13
Apple Redefines Mobile
14
Mobile Trends
Novel Navigation
Alternative Interaction
Convenience Features
Combined with Social
Combined with Location
Innovative Functions
15
Pull it all together
• User experience is essential• Social media, socialize content• Your content, not always your site• Content variation driven by user context• Multi-channel, multi-touch • Mobile channel
• On top of scalable, reliable e-Commerce platform
Key platform drivers
16
Social Commerce Platform
Marketplaces
Social
Networks
Commerce
Integration
17
Social Commerce Platform
Commerce
Marketplaces
Social
Networks
Integration
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