Max Ruiz - eCommerce Day Lima 2018
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Presentación de Max Ruiz para el eCommerce Day Lima 2018
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Max Ruiz - eCommerce Day Lima 2018
- 1. ¿CÓMO MEJORAR LA RENTABILIDAD A TRAVÉS DE ESTRATEGIAS MULTICANALES Y DE HYPER-PERSONALIZACIÓN?
- 2. Max Ruiz ESM – South Cone, LATAM mruiz@magento.com Magento, an Adobe Company ¿DONDE COMENZAMOS?
- 3. HACIA UN MODELO DE COMERCIO DIGITAL
- 4. • LAS VENTAS RETAIL ONLINE CRECEN 5X MAS RAPIDO QUE OFFLINE • 56% DE LAS VENTAS EN ”HOT SALES” SON VIA MOBILE • 85% DE LAS INTERACCIONES DE LOS CLIENTES SERAN AUTOMATIZADAS HACIA EL 2020
- 5. Cambios Dinamicos: B2C & B2B Omnicanal: nueva forma de rentabilizar canales Soluciones Cloud: desempeño & escalabilidad Nuevos Canales: mobile & redes sociales TENDENCIAS MERCADO LATAM Expansion regional y global
- 6. La era digital está transformando el mundo... Estamos generando una cantidad incontrolable de información. 90 % de la información de hoy en día se generó en los últimos 2 años. 87 % de los comerciantes consideran a la información como uno de sus activos con menor aprovechamiento, y casi 60 % de ellos mencionaron la posibilidad de tomar decisiones más rápidas como un beneficio clave.
- 7. Este acceso a la información influye en sus hábitos de compras... 68 % de los consumidores nunca regresan para realizar una segunda compra. 81 % de los consumidores realizan búsquedas en línea antes de comprar. 77 % de los consumidores expresan que hoy descartan la fidelidad a un ritmo más rápido que hace tres años.
- 8. El 95% de todas las ventas del Retail debiesen ser el resultado de una combinacion entre online, mobile y experiencia en la tienda a lo largo del proceso de compra. Es necesaria una estrategia Omnicanal
- 9. Página | ‹#›© 2017 Magento, Inc. 1. EE/Comerciantes de Magento 2. Investigación Forester 3. Comerciante multicanal La oportunidad de negocio es significativa 30 % + Ventas en aumento con envío desde la tienda1 40 % + Potenciales tasas adjuntas de compra en línea, retiro en tienda2 10 % + Ventas en tienda en aumento con Endless Aisle (quiosco virtual)2 30 % + Mayor valor a largo plazo de los compradores que compran en múltiples canales frente a un solo canal3
- 10. REFRESCA TU ESTRATEGIA DE “CUSTOMER EXPERIENCE” • Experiencia Omnicanal. Un cliente feliz es un cliente fidelizado. La experiencia de compra de los clientes debe ser conveniente, fácil y focalizada. Compras integradas a través de mobile, digital, in-store y social. • Personalización. Es el factor clave de fidelización. Cómo su tienda está adquiriendo nuevos clientes, impulsando compras repetidas y aumentando el valor de vida del cliente. • Contenido Dinámico. Ilumina tu marca. Diferenciar y fortalecer la relación con los clientes. Así es como se ganan ventas, se mejora el compromiso y se alienta la compra repetida.
- 11. El comercio digital también puede ofrecer una mejor experiencia de compra Personalizado Preparado para móviles Contenido de productos profundo Compras eficientes Entregas rápidas
- 12. GRACIAS!!! Max Ruiz ESM – South Cone, LATAM mruiz@magento.com Magento, an Adobe Company
Notes de l'éditeur
- Understanding what steps to take to drive long term success can be difficult to determine. That said, most priorities tend to fall into a common set of needs.
- Understanding what steps to take to drive long term success can be difficult to determine. That said, most priorities tend to fall into a common set of needs.
- Understanding what steps to take to drive long term success can be difficult to determine. That said, most priorities tend to fall into a common set of needs.
- Understanding what steps to take to drive long term success can be difficult to determine. That said, most priorities tend to fall into a common set of needs.
- Understanding what steps to take to drive long term success can be difficult to determine. That said, most priorities tend to fall into a common set of needs.
- The potential and opportunity that data presents to businesses is growing by the rapid evolution of technology. With that, a massive amount of data is being generated and it can be difficult to manage – that makes leveraging it to drive your business burdensome, and time consuming. 87% of marketers for example, consider data their most underutilized asset and nearly 60% of them cited the ability to make faster decisions as the key benefit. Though today, it is more important than ever for businesses to understand their customers because consumers themselves are becoming increasingly more informed which makes acquiring, converting and retaining them a growing challenge. ________________ Fact for perspective: In 2011, 6 years ago now, IDC published a report indicating that 1.8 zettabytes of data would be created that year. That’s the equivalent of every person in the US tweeting 3 tweets per minute for 26,000 years.
- The immediate access to an endless amount information is having a big impact on broad customer loyalty trends – and influencing how and when people or businesses make purchases. Consumers are in a constant state of evaluation and one positive experience with your company doesn't ensure loyalty. In fact, just 15% of consumers would give a brand a second chance after a poor experience. That shows just how much expectations are rising. These statistics may cause some merchants to be fearful. The fact 77% of consumers report they are retracting loyalty faster than ever before? That’s not something merchants like to see. But some companies see the glass half full. Organizations that invest in successfully driving customer loyalty will have a competitive advantage – but you can’t drive loyalty with out understanding who your customers are. __________________________________________________________________ 81% stat: http://www.adweek.com/digital/81-shoppers-conduct-online-research-making-purchase-infographic/ 77% stat from accenture: https://www.accenture.com/t20170216T035010__w__/us-en/_acnmedia/PDF-43/Accenture-Strategy-GCPR-Customer-Loyalty.pdf#zoom=50 68% stat: MBI benchmark data
- The good news is that data, presents you with the opportunity to know your customers at a more granular level. These insights bring a lot of knowledge to a business and help them increase ROI and deliver an increasingly better customer experience. Businesses that invest in more precisely understanding their customers: who they are, where they came from, how they were acquired, when to re-engage, the products they tend to buy at each transaction and when they stop coming back are going to be able to more effectively acquire and retain more valuable customers. If you ask marketers about retention, they know how important it is - it costs 5x more to attract a new customer than it does to retain an existing one. This can only be done by having a strong digital strategy using a flexible commerce solution and leveraging data to gain insights to outperform your competition. Companies that aren’t using data proactively to combat the loyalty challenge will struggle. But, the ones that do, will see it payoff. __________________ http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-consumer-decision-journey
- Understanding what steps to take to drive long term success can be difficult to determine. That said, most priorities tend to fall into a common set of needs.
- This slide quickly highlights the many ways that your revenues will increase by increasing your fulfillment options. You will generate more revenue by driving traffic to the stores from buy online and pick up in store and offering endless aisle visibility while in the store And by offering them more choices while in the store to get exactly what they want (from any inventory source) and shipping from the store, they buy 30 percent more! It is also important to note that these numbers illustrate the upside of offering your customers more shopping options, but there are cost savings by improving global inventory management , reduced shipping costs as well as lower TCO with a purpose built OMS. Data references The ship from store numbers are collected from our merchant experiences The endless aisle and potential attachment numbers are from Forrester The 30% life time value comes from multi-channel merchant report
- Experience is king with today’s shopper, and importantly that experience is no longer confined to a single type of device, location, or use case. Cookie-cutter approaches won’t work anymore, and if you explore new geographic markets, localized content is a must. Managing all of these experiences effectively is a challenge. DISCUSSION QUESTION: What kind of behavior trends are you seeing with your shoppers? Attribution: 86%: Forrester Research, Web-Influenced Retail Sales Forecast 2012 to 2017 (US) 89%: Forrester Research, Web-Influenced Retail Sales Forecast 2012 to 2017 (US) 78%:
- The fact is site performance and shopping expectations are one in the same for today’s shopper, and delivering superior performance isn’t getting easier as you try to deliver more complex experiences to more customers in more markets. Failure to meet performance expectations can set you business back. Attribution: 53%: DoubleClick / Google: https://www.doubleclickbygoogle.com/articles/mobile-speed-matters/ 1 second delay: Gomez / Akamai: https://blog.kissmetrics.com/loading-time/ Other interesting research data: According to surveys done by Akamai and Gomez.com, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. 79% of web shoppers who have trouble with web site performance say they won’t return to the site to buy again and around 44% of them would tell a friend if they had a poor experience shopping online. https://www.truconversion.com/blog/conversion-rate-optimization/page-loading-speed/ https://www.marketingsherpa.com/article/chart/conversion-correlate-page-load-time (Main takeaway…reward faster page loads and punish slower, and consumers are shifting towards faster page speeds) https://www.soasta.com/blog/spring-2017-online-retail-web-performance/ (This is a good article with conversion impact data)
- The fact is site performance and shopping expectations are one in the same for today’s shopper, and delivering superior performance isn’t getting easier as you try to deliver more complex experiences to more customers in more markets. Failure to meet performance expectations can set you business back. Attribution: 53%: DoubleClick / Google: https://www.doubleclickbygoogle.com/articles/mobile-speed-matters/ 1 second delay: Gomez / Akamai: https://blog.kissmetrics.com/loading-time/ Other interesting research data: According to surveys done by Akamai and Gomez.com, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. 79% of web shoppers who have trouble with web site performance say they won’t return to the site to buy again and around 44% of them would tell a friend if they had a poor experience shopping online. https://www.truconversion.com/blog/conversion-rate-optimization/page-loading-speed/ https://www.marketingsherpa.com/article/chart/conversion-correlate-page-load-time (Main takeaway…reward faster page loads and punish slower, and consumers are shifting towards faster page speeds) https://www.soasta.com/blog/spring-2017-online-retail-web-performance/ (This is a good article with conversion impact data)
- Understanding what steps to take to drive long term success can be difficult to determine. That said, most priorities tend to fall into a common set of needs.