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Aktuelle Trends im E-Commerce 2017

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Slides zu meinem Referat am 1. Alumni-Anlass vom 8. Februar 2017 der Marketing & Business School Zürich.

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Aktuelle Trends im E-Commerce 2017

  1. 1. 08.02.17 Alumni-Anlass | Michael Gisiger 1 Aktuelle Trends im E-Commerce Michael Gisiger Leiter Online-Marketing
  2. 2. 08.02.17 Alumni-Anlass | Michael Gisiger 2 Agenda 1 Aktuelle Zahlen zum E-Commerce 2 Trend 1: Mobile, Mobile, Mobile 3 Trend 2: Mobiles Bezahlen & Treue-Apps 4 Trend 3: „Für Dich, Thomas“ - Personalisierung 5 Trend 4: Schnell, schneller, Same Day Delivery 6 Trend 5: „Alexa, kauf ein Puppenhaus“ - Chatbots & mehr
  3. 3. 08.02.17 Alumni-Anlass | Michael Gisiger 3 Aktuelle Zahlen zum E-Commerce 97% der CH-Onliner kauft regelmässig online Quelle: Futurecom E-Commerce Studie 2017, Y&R Group Switzerland
  4. 4. 08.02.17 Alumni-Anlass | Michael Gisiger 4 Aktuelle Zahlen zum E-Commerce Das Smartphone wird immer mehr zum Transaktionsdevice Quelle: Futurecom E-Commerce Studie 2017, Y&R Group Switzerland
  5. 5. 08.02.17 Alumni-Anlass | Michael Gisiger 5 Aktuelle Zahlen zum E-Commerce Und was kaufen die Digital Natives online? Quelle: Futurecom E-Commerce Studie 2017, Y&R Group Switzerland
  6. 6. 08.02.17 Alumni-Anlass | Michael Gisiger 6 Aktuelle Zahlen zum E-Commerce Ein Drittel der Mobile Shopper nutzt Apps Quelle: Futurecom E-Commerce Studie 2017, Y&R Group Switzerland
  7. 7. 08.02.17 Alumni-Anlass | Michael Gisiger 7 Aktuelle Zahlen zum E-Commerce ROPO-Effekt reloaded: Natives suchen Infos, Immigrants Rabatte Quelle: Futurecom E-Commerce Studie 2017, Y&R Group Switzerland
  8. 8. 08.02.17 Alumni-Anlass | Michael Gisiger 8 Aktuelle Zahlen zum E-Commerce Convenience, Convenience, Zeit: Darum wird online gekauft Quelle: Futurecom E-Commerce Studie 2017, Y&R Group Switzerland
  9. 9. 08.02.17 Alumni-Anlass | Michael Gisiger 9 Trend 1: Mobile, Mobile, Mobile  Mobile-Traffic hat 2016 den Desktop-Traffic überholt  Google arbeitet an einem Mobile- first Index  Thanksgiving 2016 (ohne Black Friday) in den USA: US$ 771 Mio. Umsatz von Mobiles → mobile-tauglicher Shop reicht nicht mehr! Quellen: Google, Google, TechCrunch
  10. 10. 08.02.17 Alumni-Anlass | Michael Gisiger 10
  11. 11. 08.02.17 Alumni-Anlass | Michael Gisiger 11 Trend 2: Mobiles Bezahlen & Treue-Apps  USA: 22% der Starbuck‘s- Kunden bezahlen über die App, was den Umsatz um 12% erhöhte  Deutsche Bezahl-App Boon mit Apple Pay seit gestern auch in der Schweiz → Twint, Apple Pay, … auch im Online-Shop anbieten! Quelle: BrandWatch, Handelszeitung
  12. 12. 08.02.17 Alumni-Anlass | Michael Gisiger 12
  13. 13. 08.02.17 Alumni-Anlass | Michael Gisiger 13 Trend 3: „Für Dich, Thomas“ - Personalisierung  Über personalisierte Werbung individuell angesprochene Kunden treffen auf komplett unpersonalisierte Online-Shops  Umsatzsteigerung bei Starbuck‘s durch personalisierte Angebote in der App (Cumulus, könnsch?) → Kundenbindung durch Apps erhöhen und Ansprache personalisieren! Quellen: M&K, BrandWatch
  14. 14. 08.02.17 Alumni-Anlass | Michael Gisiger 14
  15. 15. 08.02.17 Alumni-Anlass | Michael Gisiger 15 Trend 4: Schnell, schneller, Same Day Delivery  29% der Konsumenten sind bereit, für Same Day Delivery mehr zu bezahlen  Steg: Same Day Delivery über Pizzakurier (April 2016)  Brack: Same Day Delivery für CHF 4.90 (September 2016) → Lieferung & Retouren sind Pain-Points, die kreativ angegangen werden müssen! Quellen: Forrster, Tages-Anzeiger, Carpathia
  16. 16. 08.02.17 Alumni-Anlass | Michael Gisiger 16
  17. 17. 08.02.17 Alumni-Anlass | Michael Gisiger 17 Trend 5: „Alexa, kauf ein Puppenhaus“ - Chatbots & mehr  Facebook Messenger Bot- API: über 11‘000 Bots, u.a. Einkauf bei Amazon  USA: Amazon verkaufte über Weihnachten „Millionen“ von Alexa-Devices wie Echo („San Diego Puppenhaus-Story“) → Technologie beobachten, bereit sein (Echo bereits in D)! Quellen: BrandWatch, Forbes
  18. 18. 08.02.17 Alumni-Anlass | Michael Gisiger 18
  19. 19. 08.02.17 Alumni-Anlass | Michael Gisiger 19 Mehr zum Thema E-Commerce erfahren Sie auch in unserem neuen gleichnamigen Modul im Rahmen des NDS HF in Online-Marketing, das Sie auch einzeln buchen können. Nächster Start Ende Februar 2017. Wenn Sie interessiert sind, kontaktieren Sie mich oder die Schulleitung!

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