This document discusses trends in digital commerce and customer experience. It notes that commerce is increasingly customer-centric and driven by experiences across channels. Customers do not blame channels for poor experiences, but blame brands. It also summarizes market forecasts showing growing mobile and social commerce. The document advocates for a "Human to Human" approach where customers are valued beyond segments. It proposes a "Progressive Convergence Strategy" to build platforms rather than websites to engage customers across touchpoints. It positions offering full digital solutions around web, mobile, social, analytics and marketing to empower brands to reach customers in new ways.

1. Creative
Digital
Marketing
Technology
Convergence of Digital
Commerce Trends
Customer Experience
Shiv Kumar MN
Practice Head – eCommerce
Valtech India

2. Commerce continues to be
customer-centric, there is no
change!

3. As with transformational shifts, the
Digital Commerce lost its plot
initially….

4. Customer driven experience
demands….
Convergence.
When you do not deliver a superior experience in a particular channel,
the customers do not blame the channel, they blame your brand

5. Market forecasts
 World-wide 2014 B2C eCommerce $1.5 trillion(1)
 2014: For the first time, consumers
in Asia-Pacific will spend more on
ecommerce purchases than those in
North America(2)
 2014: Average 135% y-o-y growth in
sales from smartphones and 86 percent
from tablets (3)
 71% of India retailers plan to increase
social media marketing budget (4)
 “Online, offline, it’s gotta be the same”
Angela Ahrendts, Burberry Ex-CEO
(1), (2): eMarketer research Feb 2014
(3): Shop.org Jan 2014
(4): RAI, Octane.in: India Retail e-Marketing Study 2013

6. Customer words and facts….
“In my business, average in-fashion time is about
6-weeks, and driven by mobile savvy on-the-go
youth. I know how to manage my brick-andmortar store, tell me how do I keep my digital
commerce aligned to our fast market” – Fast
youth fashion retailer from Australia
“We want an Ecommerce
platform localized for 23
countries” – Pan-European office
supplies company
“We want to be closer to our customer, ideally in his pocket”
– World’s leading Industrial gases company from Germany
“Luxurious digital experience for our
customers, in-store, online and on-thedevice” – World’s leading French
luxury and fashion company

7. eCommerce is Human to Human
(H2H)
Credit: H2H: a term conceptualized by Bryan Kramer

8. H2H demands a
Cultural shift of
valuing your
customers. Not
merely treating them as a
category, segment or
business unit….
content
 Awesome interactions
 Exceptional Service
 Personalized
Credit: H2H: a term conceptualized by Bryan Kramer

9. Progressive Convergence Strategy
Audience
Focused
Content
Focused
Platform
Focused

10. Why do we need to build a platform
and not a website?
A new touch point for the same consumer at different stages and times!
Customer Touch-points

11. Our digital
solutions empower
marketing to brand,
reach, engage with
customers like
never before.

12. A well-rounded Strategic Digital Offering.
Web
Development
Social
Mobile
Analytics
Digital Marketing
Project
Management
QA
Technical
Architecture
Technical
Implementation

13. Thank you
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