For far too many companies, an online presence is simply another swimlane in the marketing plan. An added expense. Yet today’s consumers are making decisions based on information from many sources. The conversions are more difficult to track. The key to success is not bigger budgets, but in reallocating existing resources to optimize conversion across several communication channels. Now that you know the “why”, let’s talk about the “what” and “how”.

1. Piranhas in the Swimlanes
Stories
Observations
Some predictions
Eric Reiss
@elreiss
EPiServer Update 2013
Copenhagen, Denmark

2. What is e-commerce?

3. What is e-commerce?

4. Crossing channels.
Disturbing swimlanes.

6. Source: Harvard Business Review, March 2013

7. 1. Attribution
2. Optimization
3. Allocation

8. Thank you.
Now let’s eat.

9. Oh, what the hell…

10. George Santayana
“Those who cannot
remember the past
are condemned
to repeat it.”

11. The future of e-commerce
The law
The technology
The business model
The persuasive techniques
One final story...

12. The law
Security - the Dankort Scare / Nem ID
Privacy – the EU Cookie Policy

13. The technology
Platform not CMS
Seven-year software itch
CRM > CEM
SEO / internal search / metadata
Where does data “live”?

14. The business model
Ubi WiFi
Targeted augmented reality
Price as a competitive factor?
Firmitas, Utilitas, Venustas
Personality and service as differentiators
ROPO (physical locations for fulfillment and
browsing)
Charge for browsing? Cover charge?
Consolidated link farms
Tailored products

15. The persuasive techniques
Knowledge-based design
Standardized procedures / retroductive inference
Social validation, scarcity, fear of loss
Limit or expand choices
Build trust / shared references
Social media and brand-building (concierge?)

16. Social validation
Scarcity
Fear of loss

17. 39 x 3 = 117

19. +
vs.
vs.

20. Three different scenarios
Buy camera and case at same time
Expectation that some high-end cases would be sold
Case bought separately – two choices
Expectation that mostly low-end case would be sold
Case bought separately – three choices
Expectation that mostly mid-range case would be sold
Inspired by Dr. Susan Weinschenk

23. Let’s play the
Bright Idea Game

28. One last story...

29. David Sarnoff

30. Radio
Corporation
of America

32. National
Broadcasting
Company

34. Content, not technology
will determine your future success.

35. Thanks!

36. You can (usually) find Eric at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobile: (+45) 20 12 88 44
Twitter: @elreiss
er@fatdux.com
www.fatdux.com