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C O N T E N T A N D C O M M E R C E : T H E W A Y F O R W A R D T O
E N G A G E W I T H C O N S U M E R S O F T H E F U T ...
1 . E v o l u t i o n o f C o m m e r c e
2 . W h a t t h e f u t u r e h o l d s
3 . C u r r e n t L i m i t a t i o n s ...
EVOLUTION
OF
COMMERCE
EVOLUTION OF COMMERCE
Early
eCommerce Era
Mod ern
eCo m m erce Era
1995-2008
Up to
1995 2008
onwards
Organ ized
Retail Era...
THE ORGANIZED RETAIL ERA
ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA
• Consumer journey was limited to t...
THE ORGANIZED RETAIL ERA
ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA
Details like in-seam
length, waist ...
THE EARLY ECOMMERCE ERA (1995-2008)
ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA
• With the internet, a n...
• Traditional Sellers still largely
control information, but consumers
dictate the flow of content
THE EARLY ECOMMERCE ERA...
ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA
THE MODERN ECOMMERCE ERA (2008-)
A new set of technologies, ...
ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA
THE MODERN ECOMMERCE ERA (2008-)
• Online research and Omni-...
Different content types
ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA
THE MODERN ECOMMERCE ERA (2008-)
• C...
CHANGING RELATIONSHIP BETWEEN INTERNET AND RETAIL
ONE OF THE SALES CHANNELS
AN INTEGRAL PART OF ALL SHOPPING
ACTIVIES
A SA...
WHAT THE
FUTURE HOLDS
A GENERATIONAL SHIFT IN ECOMMERCE USERS
eCommerce User base in India is growing at
24% per year
Smartphone-savvy users wil...
ECOMMERCE PENETRATION ACROSS CATEGORIES
ECOMMERCE PENETRATION ACROSS CATEGORIES (USA, 2017)
• C a t e g o r i e s l i k e ...
WEB INFLUENCE ON OFFLINE PURCHASES
Offline Retail sales will be heavily influenced by online research –
Improving their on...
CROSS-DEVICE COMMERCE
Browsing and purchase will be across desktops, smartphones and tablets–
Creating mobile optimized co...
HENCE, BRANDS AND RETAILERS NEED TO…
PROVIDE A USER-CENTRIC EXPERIENCE
• S e a m l e s s c r o s s - d e v i c e u s e r e...
CURRENT
LIMITATIONS
WORK IN SILOS
WORKING IN SILOS
The Content Marketing teams and eCommerce Operations teams and systems work in
parallel, with limited or ...
HOW TO FIX THIS - MERGE CONTENT AND COMMERCE
B U I L D C R E D I B I L I T Y V I A
C O N T E N T D I S T R I B U T I O N
P...
HOW TO MERGE
CONTENT AND
COMMERCE
A FOUR-PRONGED STRATEGY IS REQUIRED
ENHANCED USER
EXPERIENCE
3C STRATEGYBIG DATA
ANALYTICS
INTEGRATED
TECHNOLOGY
01
03
020...
3C STRATEGY
01
• B u y i n g G u i d e s a n d F A Q s
• D e t a i l e d p r o d u c t C o n t e n t
• P o s t - p u r c h...
3C STRATEGY - SAMPLE CASE – RAMEN NOODLES
C O M M U N I T Y
• C O O K I N G
E N T H U S I A S T S
• H O M E M A K E R S
• ...
02
ENHANCED USER EXPERIENCE
Seamless experience across devices, throughout the buying journey
Simplified, Optimized
Naviga...
INTEGRATED TECHNOLOGY – A NEW-AGE ECOMMERCE PLATFORM
03
WEBSITE
CHECKOUT/
PAYMENTS
Website/App
Front-End
AR/VR
REFERRALS/
...
INTEGRATED TECHNOLOGY – CENTRALIZED DAM SYSTEM
Digital Asset Management (DAM) system
QA Automation Layer
ETL Layer
PLM PIM...
BIG DATA ANALYTICS
04
Data Sources
• P u r c h a s e H i s t o r y
• C u s t o m e r S e r v i c e
H i s t o r y
• C o n t...
ABOUT IKSULA
I k sula is a leading e - c o mmerce so lutio ns
pro vider fo r brands and retailers glo bally. Led
with o ver fo ur dec a...
ABOUT US
If you want to know mor e about the value we’ve deliver ed to
our clients in the Content, wr ite to us at
market ...
THANK YOU
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Content and commerce: The way forward to engage with the consumers of the future

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The very nature of consumer behaviour is at the cusp of a major shift. The smartphone generation, who have grown up with connected devices and high speed internet, now constitute a major chunk of online shoppers. Retail salespersons and word-of-mouth, the traditional sources of buying advice for consumers, have been supplanted by a far larger network of online communities, social media platforms and a deluge of user-generated content.
Brands and Retailers no longer control the narrative – it is in the hands of consumers. Modern consumers demand a rich, diverse and detailed content, and a unified experience across information channels. It is the brands’ job to keep up.

In this presentation, we discuss the genesis of this dynamic ecosystem, and how Brands and Retailers can adapt to it by keeping a flexible approach, updating their systems and processes, and leveraging user feedback and market signals to constantly fine-tune their Content Strategy.

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Content and commerce: The way forward to engage with the consumers of the future

  1. 1. C O N T E N T A N D C O M M E R C E : T H E W A Y F O R W A R D T O E N G A G E W I T H C O N S U M E R S O F T H E F U T U R E
  2. 2. 1 . E v o l u t i o n o f C o m m e r c e 2 . W h a t t h e f u t u r e h o l d s 3 . C u r r e n t L i m i t a t i o n s – W o r k i n S i l o s 4 . H o w t o m e r g e C o n t e n t a n d C o m m e r c e AGENDA
  3. 3. EVOLUTION OF COMMERCE
  4. 4. EVOLUTION OF COMMERCE Early eCommerce Era Mod ern eCo m m erce Era 1995-2008 Up to 1995 2008 onwards Organ ized Retail Era Modern Commerce since the mid-20th century can be divided into 3 distinct phases, where technological disruptions led to a re-modelling in the consumer-retailer relationship Disruption: Internet Disruptions: Smartphone, Mobile Internet
  5. 5. THE ORGANIZED RETAIL ERA ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA • Consumer journey was limited to the store E n a b l e r s o f b u s i n e s s DistributionAdvertising Sales Staff “Getting your products to the shelves” “Promoting your products through Mass Media” “Conveying your product features and promotions” • Brands made their products visible via advertising, promotions, and maximizing presence on shelves • Consumers evaluated products inside stores, as outside info (e.g. word-of mouth) was limited H o w c o n s u m e r s e v a l u a t e d p r o d u c t s Word-of-mouth “Feedback from friends and family” Trial/Sample “Trying out your product, to see if they like it” Brand Loyalty “Consumers trust your brand”
  6. 6. THE ORGANIZED RETAIL ERA ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA Details like in-seam length, waist rise etc. were not mentioned • Since consumers decisions were based on brand image and physical trials, Brands did not provide detailed content F o r e x a m p l e : A 1975 Sears Catalogue A 90s Sony Catalogue Details like audio output (kW), headphone size etc. were not mentioned Content is a minor factor in purchase decisions Low ROI on Product Content Low supply of content Consumers used to consuming less content Demand/Supply cycle of Product Content • This led to a self-reinforcing cycle of low demand and supply of product content • Flow of information fully controlled by Brands and Retailers • No User Communities • No User-generated content Balance of power – In favor of Sellers
  7. 7. THE EARLY ECOMMERCE ERA (1995-2008) ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA • With the internet, a new online consumer journey was born • eCommerce sellers focused on the fundamentals – listing products, providing information, ensuring stock availability E n a b l e r s o f e C o m m e r c e SupplyOnboarding Info Availability “Ensuring your products are in stock” “Listing your products online ” “Providing required product info to facilitate discovery” • In addition to the retail experience, consumers now started to research online H o w c o n s u m e r s e v a l u a t e d p r o d u c t s Online Feedback “Content provided on the product page” “Reading reviews, complaints and feedback” Retail loyalties “This brand has been tried/tested offline” Product content
  8. 8. • Traditional Sellers still largely control information, but consumers dictate the flow of content THE EARLY ECOMMERCE ERA (1995-2008) ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA Balance of power – Evenly Split Online research a major factor in purchase decisions Brands see ROI in marketing via content Increased Supply of branded content Consumers have access to Branded as well as User Content Demand/Supply cycle of Online Content • This era saw the birth of online forums for reviews and discussion, which consumers started relying on • The ever-increasing demand for user-generated content also led to a supply boom of branded content Ratings and Reviews Section Online forums
  9. 9. ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA THE MODERN ECOMMERCE ERA (2008-) A new set of technologies, infrastructure developments as well as consumer trends transformed the eCommerce (and Retail) landscape High internet penetration “Internet now reached out to all consumer demographics” “Internet was now in your pocket, accessible at all times” Smartphones and Mobile Internet People now communicated with world at all times Social Media, Messaging Apps People now communicated more visually Streaming Video and Interactive Media
  10. 10. ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA THE MODERN ECOMMERCE ERA (2008-) • Online research and Omni-channel retail enabled hybrid consumer journeys • Sellers focused on making their products more accessible and prominent • With equal access to multiple options, consumers now evaluate the Brand/Channel in each decision E n a b l e r s o f e C o m m e r c e Content QualityDiscoverability Omni-Channel “Providing rich, engaging content” “Making products visible in search and navigation” “Multiple channel options, each step of the journey” H o w c o n s u m e r s e v a l u a t e B r a n d s a n d C h a n n e l s Brand Engagement “UI/UX and Content is optimized on all channels” “Online persona, community building” Range of Content “Rich product content, supplementary content” Seamless Experience
  11. 11. Different content types ORGANIZED RETAIL ERA EARLY ECOMMERCE ERA MODERN ECOMMERCE ERA THE MODERN ECOMMERCE ERA (2008-) • Consumers have access to unlimited content, sellers fighting for their attention • Old brand loyalties demolished Balance of power – In favor of consumers Multi-channel Content and Messaging • In this deluge of content, Brands need to effectively engage with consumers through every available channel • Brands need to use a wide variety of content types, to attain specific goals in consumers engagement
  12. 12. CHANGING RELATIONSHIP BETWEEN INTERNET AND RETAIL ONE OF THE SALES CHANNELS AN INTEGRAL PART OF ALL SHOPPING ACTIVIES A SALES CHANNEL & A SOURCE OF INFORMATION
  13. 13. WHAT THE FUTURE HOLDS
  14. 14. A GENERATIONAL SHIFT IN ECOMMERCE USERS eCommerce User base in India is growing at 24% per year Smartphone-savvy users will constitute the bulk of shoppers – Ecommerce websites will need to provide a high-quality, seamless shopping experience 35% of the user base is <25yrs, who grew up in the smartphone age (this will rise sharply)
  15. 15. ECOMMERCE PENETRATION ACROSS CATEGORIES ECOMMERCE PENETRATION ACROSS CATEGORIES (USA, 2017) • C a t e g o r i e s l i k e b o o k s a n d c o m p u t e r s a r e a l r e a d y e C o m m e r c e d o m i n a t e d • I n c a t e g o r i e s l i k e e l e c t r o n i c s a n d s m a l l a p p l i a n c e s , p e n e t r a t i o n w i l l r i s e r a d i c a l l y eCommerce penetration is significantly rising across all categories - Brands from all category verticals will need to prepare for eCommerce
  16. 16. WEB INFLUENCE ON OFFLINE PURCHASES Offline Retail sales will be heavily influenced by online research – Improving their online content will be key for Brands
  17. 17. CROSS-DEVICE COMMERCE Browsing and purchase will be across desktops, smartphones and tablets– Creating mobile optimized content and web navigation will be critical CROSS-DEVICE TRANSACTIONS (BY DEVICE) CROSS-DEVICE TRANSACTIONS (BY CATEGORY) SOURCE DEVICE OF TRANSACTIONS
  18. 18. HENCE, BRANDS AND RETAILERS NEED TO… PROVIDE A USER-CENTRIC EXPERIENCE • S e a m l e s s c r o s s - d e v i c e u s e r e x p e r i e n c e ( U X ) • C o n t e n t a n d W e b n a v i g a t i o n o p t i m i z e d f o r m o b i l e u s e ENGAGE WITH CUSTOMERS ACROSS THE LIFECYCLE • C o n t e n t - d r i v e n e n g a g e m e n t a t e v e r y s t e p • F a c i l i t a t e c r e a t i o n / d i s t r i b u t i o n o f u s e r - g e n e r a t e d c o n t e n t
  19. 19. CURRENT LIMITATIONS WORK IN SILOS
  20. 20. WORKING IN SILOS The Content Marketing teams and eCommerce Operations teams and systems work in parallel, with limited or no synergy Disjointed Technology A P PW E B S I T E M O B I L E S I T E S O C I A L M E D I A C O N T E N T P O R T A L S L I K E / S H A R E B U T T O N S B A C K E N D T E C H N O L O G Y O W N W E B S I T E • P u r c h a s e H i s t o r y • B r o w s i n g H i s t o r y • O f f e r s a v a i l e d M A R K E T I N G S Y S T E M • O w n B l o g s a n d S o c i a l M e d i a P a g e s • C o n t e n t C o n s u m p t i o n a n d S h a r i n g • A d s v i e w e d • S e a r c h e s m a d e Disjointed Data Repositories O T H E R W E B S I T E S • C o n t e n t P o r t a l • S e a r c h E n g i n e s • C o m p e t i t o r w e b s i t e s I N B O U N D T R A F F I C O W N C O N T E N T O N O T H E R S I T E S
  21. 21. HOW TO FIX THIS - MERGE CONTENT AND COMMERCE B U I L D C R E D I B I L I T Y V I A C O N T E N T D I S T R I B U T I O N P R O V I D E A S E A M L E S S C O N S U M E R E X P E R I E N C E I N T E G R A T E T E C H N O L O G I E S A N D D A T A A N D
  22. 22. HOW TO MERGE CONTENT AND COMMERCE
  23. 23. A FOUR-PRONGED STRATEGY IS REQUIRED ENHANCED USER EXPERIENCE 3C STRATEGYBIG DATA ANALYTICS INTEGRATED TECHNOLOGY 01 03 0204 KEY TO SUCCESS
  24. 24. 3C STRATEGY 01 • B u y i n g G u i d e s a n d F A Q s • D e t a i l e d p r o d u c t C o n t e n t • P o s t - p u r c h a s e C o n t e n t C O M M U N I T Y C O M M E R C E C O N T E N T D I S T R I B U T I N G C O N T E N T T O C O M M U N I T I E S P R O V I D I N G C O N T E N T A C R O S S T H E B U Y I N G J O U R N E Y Facilitating synergies between Content, Commerce and Community T A I L O R - M A D E O F F E R S F O R C O M M U N I T Y M E M B E R S • P o s t c o n t e n t o n B r a n d f o r u m s , f a n c l u b s , o n l i n e f o r u m s o f e n t h u s i a s t s • P r o v i d e n i c h e c o n t e n t o n p r o d u c t u s a g e , t e c h n i c a l s p e c i f i c s e t c . • K e e p t h e m p o s t e d o n n e w l a u n c h e s • P r o m o s a n d O f f e r s s p e c i f i c t o t h e i r n i c h e i n t e r e s t s • C r o s s - s e l l i n g a n d u p - s e l l i n g
  25. 25. 3C STRATEGY - SAMPLE CASE – RAMEN NOODLES C O M M U N I T Y • C O O K I N G E N T H U S I A S T S • H O M E M A K E R S • B A C K P A C K E R S C O M M E R C E • N E W F L A V O R V A R I A N T S • R E C I P E C O M B O S • R E P E A T E D P U R C H A S E C O N T E N T • R E C I P E S • C O O K I N G T U T O R I A L S • H E A L T H T I P S READY-TO-EAT RAMEN NOODLES G o a l s : • K e e p c u s t o m e r s b u y i n g p e r i o d i c a l l y • I n f o r m a b o u t n e w l a u n c h e s • C r o s s - s e l l r e l a t e d p r o d u c t s • S p i c e s • S a u c e s e t c . D I S T R I B U T E O N S O C I A L M E D I A , B L O G S , W H A T S A P P G R O U P S P R O V I D E C O N T E N T O N E C O M M E R C E W E B S I T E S O F F E R C O M B O S , F A M I L Y P A C K S , S U B S C R I P T I O N S E R V I C E S E T C .
  26. 26. 02 ENHANCED USER EXPERIENCE Seamless experience across devices, throughout the buying journey Simplified, Optimized Navigation • M o b i l e O p t i m i z e d T a x o n o m y • P e r s o n a l i z e d n a v i g a t i o n Immersive Audio/Visual Functionalities • V o i c e - e n a b l e d s e a r c h • V i r t u a l A s s i s t a n t • I m a g e S e a r c h • A R p r o d u c t v i s u a l i z a t i o n • V R s t o r e w a l k t h r o u g h Native Social-Selling • T a g p r o d u c t l i n k s i n t e x t a n d v i d e o c o n t e n t • 1 - c l i c k p u r c h a s e • T a r g e t c o n t e n t p o r t a l s ( S o c i a l M e d i a , B l o g s , V i d e o S t r e a m i n g e t c . ) Facilitate Social Feedback • D i s p l a y b r o w s i n g h i s t o r y o f f r i e n d s • O p t i m i z e d s h a r e l i n k s f o r c h a t ( W h a t s A p p , M e s s e n g e r e t c . ) • C o n d u c t P o l l s
  27. 27. INTEGRATED TECHNOLOGY – A NEW-AGE ECOMMERCE PLATFORM 03 WEBSITE CHECKOUT/ PAYMENTS Website/App Front-End AR/VR REFERRALS/ REWARDS SOCIAL PLUGINS ORDER MANAGEMENT Digital Asset Management (DAM) Systems Back-End Systems CUSTOMER MANAGEMENT PROMOTIONS MANAGEMENT APILAYER External Platforms POS SYSTEMS CRM Analytics & Business Intelligence Systems CALL CENTER SOFTWARE LOGISTICS MANAGEMENT PAYMENTS RECONCILIATION CONTENT PORTALS PERSONALIZATION ENGINE 3RD PARTY SERVICES BI ENGINEDATA SCRAPING ANALYTICS ENGINES INTERACTIVE CATALOGUE MEDIA CLOUD SOCIAL MEDIA IOT ANALYTICS PAYMENTS RECONCILIATION • S e a m l e s s I n t e g r a t i o n w i t h 3 r d P a r t y S o f t w a r e a n d P l a t f o r m s • C o m m e r c e P l u g i n s o f C o n t e n t a n d S o c i a l M e d i a P o r t a l s • D a t a S c r a p i n g i n f r a a l l a c r o s s • D a t a A n a l y t i c s S y s t e m s • A n a l y t i c s F e e d t o a l l B a n k - E n d & F r o n t - E n d S y s t e m s
  28. 28. INTEGRATED TECHNOLOGY – CENTRALIZED DAM SYSTEM Digital Asset Management (DAM) system QA Automation Layer ETL Layer PLM PIM/MDM CMS CRM A P I A P I A P I A P I Customer Service TeamMarketing Content TeamCataloguing TeamProduct Design Team Workflow Tools Content Versioning ArchiveMaster Taxonomy Channel Master Change LogEditing Module A central DAM system, arterially integrated to all content channels and teams 03
  29. 29. BIG DATA ANALYTICS 04 Data Sources • P u r c h a s e H i s t o r y • C u s t o m e r S e r v i c e H i s t o r y • C o n t e n t C o n s u m p t i o n H i s t o r y D A T A L I V E - S T R E A M Real-Time Analysis Data-Driven Automatic Responses D A T A R E P O S I T O R Y • R e c e n t B r o w s i n g • R e c e n t V i e w e d C o n t e n t • S h o p p i n g C a r t • R e c e n t V i e w e d A d s / O f f e r s • C o n t e n t S u g g e s t i o n s ( w i t h B u y O p t i o n ) • C u s t o m E m a i l e r s • C u s t o m D i s p l a y A d s P E R S O N A L I Z E D E N G A G E M E N T P E R S O N A L I Z E D S H O P P I N G E X P E R I E N C E • P r o d u c t S u g g e s t i o n s • C r o s s - S e l l a n d U p - S e l l • C u s t o m P r o m o t i o n s • E f f e c t i v e C u s t o m e r S e r v i c e
  30. 30. ABOUT IKSULA
  31. 31. I k sula is a leading e - c o mmerce so lutio ns pro vider fo r brands and retailers glo bally. Led with o ver fo ur dec ades o f experienc e, Ik sula do zen billio n do llar c o mpanies in managing c o mmerc e o perations seamlessly. I k sula helps brands and retailers realiz e superio r ec o nomic perfo rmance by transfo rming supply c hain and retail o peratio ns fo r the engineer c utting - edge tec h fo r c reating experienc es fo r yo ur c usto mers and auto mating pro c esses fo r yo ur stak eho lders . ABOUT US
  32. 32. ABOUT US If you want to know mor e about the value we’ve deliver ed to our clients in the Content, wr ite to us at market in g @ iksula.co m and we’ll email you our Case Studies Case Studies You can also visit our website www.iksula.com
  33. 33. THANK YOU
  • davidwayneika

    Nov. 7, 2019

The very nature of consumer behaviour is at the cusp of a major shift. The smartphone generation, who have grown up with connected devices and high speed internet, now constitute a major chunk of online shoppers. Retail salespersons and word-of-mouth, the traditional sources of buying advice for consumers, have been supplanted by a far larger network of online communities, social media platforms and a deluge of user-generated content. Brands and Retailers no longer control the narrative – it is in the hands of consumers. Modern consumers demand a rich, diverse and detailed content, and a unified experience across information channels. It is the brands’ job to keep up. In this presentation, we discuss the genesis of this dynamic ecosystem, and how Brands and Retailers can adapt to it by keeping a flexible approach, updating their systems and processes, and leveraging user feedback and market signals to constantly fine-tune their Content Strategy.

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