Janet Jaiswal – Director Mobile Products, TRUSTe Andreas Ryuta Stenzel – Online Marketing, TRUSTe Armando Roggio – Editor, Practical E-commerce Integrated Commerce: Building Trust Across Your Marketing Mix
Jan 19, 2015
Janet Jaiswal – Director Mobile Products, TRUSTe
Andreas Ryuta Stenzel – Online Marketing, TRUSTe
Armando Roggio – Editor, Practical E-commerce
Integrated Commerce: Building Trust
Across Your Marketing Mix
#TRUSTEwww.truste.com
About TRUSTe
Our Name Speaks Trust:
• 14 Years of Trust Online
• ~4,000 Customers Globally
• 1M+ Visitors Verify Our Clients Monthly
#TRUSTEwww.truste.com
About TRUSTe
Our Name Speaks Trust:
• 14 Years of Trust Online
• ~4,000 Customers Globally
• 1M+ Visitors Verify Our Clients Monthly
#TRUSTEwww.truste.com
Topics
• How to increase sales by building trust across your
marketing channels.
• How to build trust to increase visitor engagement.
• Examples of how companies have used to multiple
marketing channels to increase sales.
Polling Question #1
Where do you have marketing channel
coverage as we head into 2011?
#TRUSTEwww.truste.com
“I” After “E”: Shifting from E-commerce to I-commerce
• The keys to making the shift from “e” to “i” commerce are:
– Approaching each touch-point as a holistic component of your brand experience
– Applying your brand assets and marketing messaging consistently
– Driving traffic to, from and among your touch-points with cross-media
experiences
– Providing a consistent (and consistently high-quality) user experience
• In the next sections, we break down each touch-point to show how you can
better integrate it with your other experiences.
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I-commerce Channel Strategy: From the Web to the World
• The traditional e-commerce website needs a make-over.
• Your website as anchor for online sales and as a portal to other touch-
points
• Provide on-site mobile app downloads of branded experiences and
shopping tools
• Socialize your site with sharing buttons for Facebook, Twitter, and other
social media and bookmarking sites
• Turn your site’s e-newsletter into a multi-channel marketing tool by
including promotions and coupons for each touch-point in a single mailing
• Showcase in-store, social and mobile events and sales on a “Shop
Everywhere” section of your site
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Mobile Overtaking Computers
– By the end of a 2010, more than a billion mobile devices were connecting to the
web…and that number will soon overtake the 1.3 billion computers connected
to the web.Source: IDC (International Data Corporation)
• I-commerce Channel Strategy: Mobile Meets the Marketplace
• Shifts Balance of Power from traditional websites to the portable
• Ensure that your brand assets scale down for mobile devices
• Drive traffic to destination sites and brick-and-mortar stores through
location-based promotions such as Bluetooth coupons; check-ins via
FourSquare and Google Places
• “App-ify” your in-store experience by adding scannable product tags, so
customers can share and compare with friends before buying (and create
wish-lists on the fly)
• Create decision-support tools that empower customer interaction with your
brand.
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Retailers have a big opportunity with mobile
• Mobile shopper have the most desirable demographics for
retailers:
• Tends to have a modern phone
• An expensive data plan
• Is likely to spend a lot of money
• Mobile shopping users will account for almost 30 percent of
all retail spending -- online and offline during the 2010
holiday season 1.
• 1 in 2 consumers give a preference based on whether a
retailer has a mobile site or not 2.
1 Source: IDC2 Brand Anywhere polled over 1,000 consumers in Nov. 2010 on whether a brand’s mobile
readiness affected their purchasing decisions.
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Mobile commerce best practice example: mobile optimized
website
Example:
• Product reviews on a
mobile-optimized web site
accessed via a mobile device
Features:
• The ability to write and read
reviews of all products
Benefits:
• Enhances shopping
experience
• Drives in store and online
sales
• Gives consumers an
additional tool to make
purchase decisions
• Allows consumers to share
Image source: Steve Madden
Mobile-optimized web siteRegular web site
(not optimized) for mobile
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Mobile commerce best practice example # 2: Mobile App
Features:• Allows consumers to see if a product is in stock at a nearby store
• Links to directions and phone number of that store
Product Page – Find in Store Button Find in Stores – Asks for Current Location Find In Stores: Results
Once the results
are given, users
have the option to
get directions or
call the store
directly
Benefits:• Drives in-store sales
• Builds loyalty, as users don’t have to visit the store just to
find out the product they want is out of stock
Image source: Steve Madden
Example:Mobile app that allows consumers to check product availability
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Tips for overcoming user fears with mobile commerce
• Care in handling user data is critical. Companies want to engage and
personalize users’ experiences when they are interacting
with their mobile app or mobile site.
• The following technologies raise consumer
privacy concerns:
– Geo-location / GPS
– Social networking capabilities
– Advertising + location
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Tips for overcoming user fears with mobile commerce
• Location-aware applications benefits:
– Bring discounts and promotions directly to users at the point of purchase
– Help Marketers to target offers and advertisements through increased
relevance, accuracy, and timeliness.
– Provide valuable, real-time data about customer preferences.
• Despite many consumer benefits
users are concerned:
– 76 percent of consumers said that
security around purchase
transactions is a major concern
according to a poll by ABI Research
in 2009.
– 55 percent of Smartphone users
fear loss of privacy through mobile
apps w/ geo-location services
according to a July’10 survey by
Webroot.
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Mobile App & Mobile Web Site Privacy Certification
Assure mobile users on privacy-sensitive issues
such as use of geo-location, advertising, social
networking technologies, mobile analytics and
marketing to children
Benefits
• Address consumer privacy concerns
• Differentiate your mobile app or mobile web
• Enjoy download and registration lift
• Address concerns unique to mobile
• Graphical privacy policy is optimized for
mobile devices
• Users can provide privacy feedback about
your mobile app or web site
MOBILE-OPTIMIZED PRIVACY POLICY
AFTER
BEFORE
BEFORE
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I-commerce Channel Strategy: Social Likes Commerce
• Like, Wow!
• Tweet Commerce
• Tips for you
– Make the most of social commerce (s-commerce) by using social tools to
expand your brand messaging while driving transactions within and across
other channels.
– Turn your Facebook Fan Page into an commerce channel with Off the Wall and
other buy-on-page tools
– Use Facebook to promote in-store, mobile and destination site events and
offers
– Customize your Twitter page for brand consistency
– Use hash-tags (#) to promote cross-pollination of Twitter postings about your
brand’s messaging and promotions
– Encourage social interactions among brand fans on review sites (such as Yelp)
and consumer forums by offering escalating recognition (such as “super user”
status) for increased engagement.
• Take away:
– Social tools help drive traffic to your e-commerce site
– Social tools help increase your brand presence
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High monthly page views at SNS is good for advertisers
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Social networking features lets retailers engage and deepen
customer relationships, which can result in additional revenue.
14%15%
24%25%
26%28%
32%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Findings by Shop.org & Forrester
Percent of retailers who planned social networking features
into their mobile initiatives in 2010
#TRUSTEwww.truste.com
#TRUSTEwww.truste.com
#TRUSTEwww.truste.com
I-commerce Channel Strategy: Make More of In-Store
• Brick-and-mortar store has never been cooler.
• Channel integration is creating an “all in the commerce family” feeling
• Online Research Drives In-Store Sales
– According to eMarketer, in 2008, for every $1 spent online, web-based research
influenced another $3.45 in brick-and-mortar spending. By 2012, eMarketer
estimated that number would double. Source: eMarketer, February 26, 2008
• Tips for you:
– Re-create the best of your online experiences for in-store interaction
– Enable automated check-ins and couponing so mobile users are rewarded
every time they step inside your store
– Use virtual tools to allow product customization and fitting, as NikeTown and
New Balance do in their stores.
– Reference your other touch-points on in-store signage, circulars and shopping
bags
Polling Question #2
What are the Biggest Opportunities You See
for Driving Online Traffic in 2011?
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Examples of Well-Integrated Campaigns
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Examples of Well-Integrated Campaigns
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Conclusion: I-commerce is Greater Than the Sum of Digital
Parts
• The e-commerce landscape has already shifted beneath our feet in the
past year, with the meteoric rise of mobile and social commerce. It’s time
for companies to catch up to this new wave with consistent, on-brand and
cross-media experiences that reflect how customers view companies from
the outside: As whole brands that are greater than the sum of their digital
parts.
• The keys for i-commerce success:
– Be consistent in your branding, messaging and policies across all channels
– Blend as many touch-points as possible by combining mobile and social, web
and in-store, etc.
– Drive traffic across and within different channels to create a seamless
experience for your users.
•
#TRUSTEwww.truste.com
1000s of Companies Succeed
#TRUSTEwww.truste.com
Summary: Build Confidence to Skyrocket Conversion Rates
86% of consumers are familiar with the TRUSTe Trustmark
and look for it online*
71% of consumers said that they think it is important that the
online company they do business with display some kind of
Trust-mark or logo
Research shows that every complaint can represent
10 customers lost
88% of online shoppers said that the protection of their
personal data was their top concern**
*
*Independent paid 3rd party research
**Source: Hochmuth, Phil. Trust Marks: What’s Behind the Label Counts. Publication. Comp. McAfee. Boston, MA: Yankee Group Research, February 2009
Thank You !
Janet Jaiswal
www.TRUSTe.com
#TRUSTe
Twitter: JanetJaiswal
Andreas Ryuta Stenzel
www.TRUSTe.com
#TRUSTe
Armando Roggio
www.practicalecommerce.com