How the Social, Local, Mobile Web Affects Sales Online and Offline

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It's all E-commerce: How
the Social, Local, Mobile
Web Affects Sales Online
and Offline January 15, 2013

Tim Peter

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www.timpeter.com
© 2013 Tim Peter & Associates, LLC

Tim Peter & Associates

Your moderator for today: Frank Reed

 Managing Editor of
#11
marketingpilgrim.com

 Director of Sales
edgeworksgroup.com

 Weekly contributor to blog
“Frank Fridays”

@frankreed frank@edgeworksgroup.com 919-285-1515

2 © 2010 Mike Moran


Thanks to all of
It's all E-commerce: our sponsors
How the Social, Local,
Mobile Web Affects
Sales Online and
Offline

Tim Peter



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Your speaker for today: Tim Peter

 President of

 Instructor at Rutgers University

 Blogger at

@tcpeter tim@timpeter.com 201-305-0055



How big is “e-commerce”?

2012 $224.2 billion
2013 $256.0 billion
2014 $289.8 billion

Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce)



How big is “e-commerce”?

2012 $224.2 billion
2013
6%-7% $256.0 billion
2014 $289.8 billion

Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce)
Share data excludes auto dealers, gas stations, fuel dealers, travel and event tickets



Online contribution
120.0%

100.0% 7.2% 7.6% 8.0% 8.4%

80.0%
38.2% 39.8% 41.1% 42.7%
60.0%

40.0%
54.6% 52.6% 51.2% 49.0%
20.0%

0.0%
2012 2013 2014 2015
Offline only Web-influenced offline Online only



And yet…

Roughly 60% of
small businesses
don’t have a
website


Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-
study/



Here’s a question…

“Why?”

Mike Moran

© 2010 Mike Moran
© 2013 Mike Moran Group LLC

Mike Moran

Because
we’ve trained
them to

© 2010 Mike Moran

Mike Moran


Mike Moran

•44% of all cell users
•40% of those 35-44
•50% of smartphone
owners
•60% of those 18-34

Mike Moran



953 Million 6.1 Billion

Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012


More own mobile phones than toothbrushes


Mike Moran



The purchase funnel doesn’t exist
29


Mike Moran

Remember:
We trained
them not to
do that

© 2010 Mike Moran

Mike Moran

Am I going to enjoy
The online shopping experience myself?
(i.e., your
 Transparent
product, service, or
experience)

© 2010 Mike Moran

Mike Moran

Why
should I
buy from
you?

© 2010 Mike Moran


4 keys to success in a world
where it’s all e-commerce
 Think customers NOT channels.

 Plan “mobile first.”

 Embrace price transparency

 Remember: Content is king. Context is queen.



4 “P’s” of marketing + 1



Know your customers


Mike Moran



Choose channels based on
customer use



Is this the end of brand sites? Um… no.



Think “mobile first”

 Mobile isn’t the most
important channel

 Mobile isn’t the only
channel

 But… don’t try to add
it on later



Defining “mobile”

 Situation vs. device


Mike Moran

Think “task-oriented”:
Disney MyMagic+
RFID “tickets” and
purchasing


Demand responsive, situation-focused, task-oriented web
design… because your customers will


Mike Moran

Embrace price
transparency

© 2010 Mike Moran


Embrace price
transparency?



But what about “showrooming?”



Doesn’t showrooming divert
sales from stores to the web?

6 in 10 ‘showroomers’ said
they originally planned to
purchase at the store but
changed their mind while
there and instead bought
online

Source: comScore, “State of the
US Online Retail Economy in Q1
2012,” May 2012


Mike Moran

Price must show value



What separates these stores?



Create “Likeable,” sharable content



Social integration



Context:

 “Where u @?” Location, altitude, speed

 Past actions, history, selected preferences

 Assumed attitudes and emotions based on
actions and situation



Task-oriented Contextual



What’s next?

 Distance, floor in building, aisle, what direction

 Light, dark

 Gesture-based control (Think Xbox Kinect or Wii)

 Biometrics (Are you excited? Confused?)



• Store locator (most sites with retail presence)
At home
• Shopping cart function (many “commerce” sites)

• “View-commerce” (Glamour magazine “virtual storefronts”)
Subway/Public • Store locator by station stop (???)
transportation

• Parking information (Streetline Parker, ParkSight)
En route
• In-store pickup (Nordstrom, Apple Store)

• Product locator/store map (Walmart)
• Streamlined checkout/ payment options (Apple Store
In-store EasyPay, eBay, Nordstrom, Google Wallet)

• Price comparison (Amazon, Walmart)
In competitor’s • Coupons and loyalty rewards (Walmart, Shopkick)
store



4 keys to success in a world
where it’s all e-commerce

 Think customers NOT channels.

 Plan “mobile first.”

 Embrace price transparency

 Remember: Content is king. Context is queen.



How big is e-commerce?

It’s all
e-commerce


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