Diapositivas presentadas por Hassan Yassine​, ​Co-Founder & CMO GAIA Design en el eRetail Day México 2015 en la plenaria "TREND PITCH RETAIL ECOMMERCE III >> M­COMMMERCE, CÓMO IMPACTAN LA UBICUIDAD, LOS DISPOSITIVOS MÓVILES E INTERNET DE LAS COSAS EN EL FUTURO DEL COMERCIO MINORISTA"

1. BIGGER THAN YOU THINK: Mobile is everywhere – even on desktop
*THE OBVIOUS: approx 30% of ecommerce sales by 2018 will be on mobile
BUT what about all other touch points with your Brand? => Also micro-conversions moving to mobile
GAIA in practice: Q3 2015: 60% of GAIA traffic is mobile, 25% of sales – even with a 7.000MXN avg
ticket. Signup conversión rates are highest on mobile. Mobile Ad formats on FB + Instagram have more
reach and engagement. Users save and share their carts more on mobile.
<<Harnassing M-Commerce means understanding evolving user states and
designing a focused but seamless customer centric experience>>
In Global E-commerce First, India's Largest Fashion
Portal Myntra Ditches Website, Goes Mobile-only
-Forbes, May 2015

2. USER STATES – Micro-moments
*LISTEN: My design assumptions vs how people experience my design
GAIA in practice: User scenarios. Mobile + Tablet sites designed from scratch vs Responsive. 50% of cart
design changed based on feedback.
*SIMPLICITY IS KEY: Which 3 elements are most important? Remove everything else.
GAIA in practice: Photos>Price>Benefits

3. FOCUS – Mobile apps and Unbundling
*MOVE TO APPS – Richer experience, easier to
maintain, higher quality engagement channels and
retention, more control and data
GAIA in practice: Q1 2016 milestone is iOS app
launch – will radically change behaviour flows
*FOCUS ON UX - one core product, a clean
experience. Avoid unbundling later
GAIA in practice: Separate app for catalog (selling
products) and create your look (selling interior
spaces)

4. SEAMLESS EXPERIENCE – Ominichannel & organizational structure
*CUSTOMER CENTRIC FOCUS, NOT MOBILE: build
recognizable elements through an omnichannel
experience
GAIA in practice:
- WIFI in showroom opens custom landing page part of
online store with digital, tagged panorama of store
- Physical spaces in showroom are labeled identically to
the online store, with a barcode to ID
*ORGANIZE FOR SUCCESS - Design and reward around the
new customer journey
GAIA in practice: Start early by Chief Execture ownership,
aligning MKT (Brand + Channels) and Product (UX + IT)
among others to prioritize omni-channel KPIs