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E-commerce - CRM - Digital Marketer  |  Fashion & Luxury

Worldwide E-Commerce Markets

12/2/2016

0 Comments

 
Immagine
China eCommerce Market

China is the biggest eCommerce market in the world with $562.66B in sales projected for 2015.
Factors like population contribute to their top slot. Case in point, China has more than 600 million internet users.
And this is important if you are an eCommerce shop owner. Shopping is the fastest growing online activity in China. Exciting news when considering different types of marketing campaigns targeted at your Chinese customers.
Email marketing is extremely lucrative. 75% of surveyed Chinese consumers were willing to buy something after receiving a promotional email of some sort. Make sure the message is on point.
The average internet user in China is 25 years old, so think about tailoring a message to that millenial demographic.Mobile Optimization is Key. Finally, more than 70% of customers will make a purchase on a smart phone so make sure your emails look good on mobile devices.
United States eCommerce Market


The US comes in second with $349.06B in projected eCommerce sales in 2015.
Online Spending by Device
  • PC: 72%
  • Tablet: 13%
  • Smartphone: 15%
Though there are 191.1 million online buyers in the US, only 28% of small businesses are selling their products online.
Pretty crazy, no?
Even though only 28% of small business are selling products online, over half (57.4%) of the US public shop online.
Keep in mind these interesting eCommerce statistics when emailing and marketing to your US-based shoppers.
98.9 million Americans have purchased, at least once, on a mobile device.While more Americans own a smartphone than tablet, they are more likely to purchase on tablet.
80% of people who shop on tablets will place an order on one. Only half of the people who actually shop on a smartphone will place an order on their phone, preferring a tablet or PC.
Lastly, most US shoppers place a strong value on the ability to check for product availability at brick-and-mortar stores near them.
This is where an abandoned cart campaign can do the legwork – especially if a coupon or incentive is offered.
UK eCommerce Market

The UK is third on the list with $93.89B in projected online sales for 2015.
Online Spending by Device
  • PC: 71.4%,
  • Tablet: 12.1%
  • Smartphone: 16.5%
Online sales already make up 13% of the total UK economy and comprise over 14% of total forecasted retail sales. E-commerce is booming in the UK, which offers a lot of opportunities for your shop.UK Online Shoppers Stats
UK shoppers primarily use PayPal, debit and credit when purchasing online so make sure your site is catering to plastic, not virtual currency like Bitcoin, Dogecoin, or COD.
Note, COD or ‘cash on delivery’ is still a thing in Russia, for example.
70% of UK consumers own a smartphone, but only about 16.5% of actual purchases are made on a phone.
Here’s a good one.
33% of online sales occur after 6 pm.
People apparently love buying stuff from the pub. This may or may not be a fact.
What is fact, however, is sending email in the late afternoon and evening will get more activity than earlier in the day.
Japan eCommerce Market

$79.33B is Japan’s total projected online sales this year.
Penetration Stats
  • Internet Users: 79.9%,
  • Tablet Users: 10%
  • Smartphone Users: 55%
Nearly all Japanese internet users, which consists of 80% of the total population, shop online. It is the second favorite online activity after checking email.Which is great news for all you eCommerce email marketers out there.
Recent studies say Japanese consumers have been spending more time at home than ever, which means less time shopping at department stores.
This is a huge opportunity for online retailers.
Most Japanese consumers buy online based on trust. They typically only buy from retailers with good reputations and reliable products.
To market to Japanese customers it may be beneficial to run feedback campaigns and grow product reviews so you can have those featured on your site and gain trust.
Germany eCommerce Market

Germany is an European economic powerhouse and has $74.46B in projected online sales for 2015.
Online Spending by Device
  • PC: 72.3%
  • Tablet: 11.5%
  • Smartphone: 16.2%
85% of the population are internet users, but half of this online market though is dominated by Amazon and Otto, a German eCommerce shop that owns a whole lot of companies.
This makes it tough for small or new online shops to get a foothold in Germany, but there is light at the end of the tunnel.
Fashion is the most popular product category in Germany.
Thus, if you have a small fashion shop, you might be able to grow quite successfully in the German market.
While in the UK, email is primarily read in the evening, Germans read their email first thing in the morning.
Consider sending email campaigns before 9AM to see the best ROI.
Despite having a massive amount of internet adoption, Germany isn’t so big on Facebook’ing, Twitter’ing, InstaGram’ing and other social media websites.
They place much more emphasis on email. Only 17% of Germans check their Facebook first thing in the morning.
Germans love returning stuff.
Germany has an astronomically high return percentage with 50% of all orders getting returned.
Keep this in mind and include free shipping and returns, with labels in orders to keep your German customers happy.
France eCommerce Market 

This past year France had $42.62B in projected total online sales.
Online Spending by Device
  • PC: 80.8%
  • Tablet: 8.1%
  • Smartphone: 11.1%
Only 68% of the 66.2 million people in France are online user which is much lower than UK, USA, Germany and China.

The French also spend less per transaction than those countries.

Mobile sales, including the use of tablet and smart phone, jumped by over 50% from 2013-14 and continue to grow.Again, it’s so important, in any country, to make sure your emails are mobile optimized and/or responsive so you shop doesn’t lose out on customers.
Except for maybe Brazil. More on that later.
South Korea eCommerce Market

$36.76B is the total for 2015 of projected online sales in South Korea.
Online Spending by Device
  • PC: 49%
  • Tablet: 1%
  • Smartphone: 50%
South Koreans, on average, own about five credit cards per person which is extremely high considering people in the US typically own two.
This explains why South Koreans have high debt.
That doesn’t mean they will buy just anything at just any price. If there’s a deal, sale or promotion, it will often go viral.
Also, having the fastest internet speed in the world probably doesn’t hurt.
Night owl shoppers.
As opposed to early bird Germans and evening shoppers in the UK, South Koreans are notorious night owls, shopping late into the night.
The most popular times for engagement are 10PM to 12AM so target these customers then.
Local South Korean products are up to nine times more expensive than prices overseas.
This could be why we see South Koreans purchasing a lot of American products.
Another interesting factoid worth noting is the low adoption rates of tablets. Thus, the low the online spending.
Canada eCommerce Market

Canada has $28.77B total in projected online sales this year.
Online Spending by Device
  • PC: 83.8%
  • Tablet: 7.5%
  • Smartphone: 8.7%
Unique to France, South Korea and Canada, a significant amount of eCommerce spending goes to non-native websites in the US, Asia and Europe.
The U.S. has stolen hockey from Canada and their customers.
So why are Canadians buying from non-Canadian companies? Prices.
Non-Canadian products, especially American and Asian products, are cheaper and offer a better selection as opposed to Canadian products.
Shipping costs in Canada are 3.6 times higher than the US.
This is important to consider when it comes to potentially offering shipping discounts to customers.
67% of Canadians who own smart phones have made purchases through their mobile devices.
As always, this makes it critical that emails are responsive.
Russia eCommerce Market

$20.30B is Russia’s total projected online sales for 2015.
Online Spending by Device
  • PC: 80%
  • Tablet: 12%
  • Smartphone: 8%
About 13% of Russian’s population is shopping online. Mostly to save money and time.
The most popular products purchased online are electronics followed by clothing and shoes.
There’s a problem with Russia.
Distribution is a massive barrier when it comes to Russian eCommerce.
Some areas don’t have high-speed internet, while other areas don’t have the infrastructure in place for deliveries.
As opposed to nearly every other country on this list, Russians prefer to pay with cash upon delivery.
Russians might not trust online payments, but they certainly don’t mind purchasing with a smartphone.
Roughly 39% of orders are generated from a smartphone.
Brazil eCommerce Market|



With $18.80B in projected total online sales for 2015, Brazil is number ten on the list.
Penetration Stats
  • Internet Users: 53.7%
  • Online Shoppers: 33.4%
  • Smartphone Users: 29%
Economic instability within the country affects the growth of eCommerce and so do Brazilian companies themselves.
Many of the largest Brazilian companies have been extremely slow in connecting their digital and offline channels.
Only 7% of eCommerce sales are driven by smart phones, so responsive email templates might not matter so much, unlike in the larger eCommerce markets.
Brazilians primarily shop online for fashion which makes up about 18% of online retail.
When it comes to marketing, companies spend more on acquisition that retention.
http://www.remarkety.com/global-ecommerce-sales-trends-and-statistics-2015
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Digital Transformation in Business Organizations

21/12/2015

3 Comments

 
Although the impact of digitization is not new, the digital economy is entering a new age that presents unprecedented challenges for every CEO.

Digital tools and Digital Systems are invading the business environment,  changing  the way we work, communicate, and sell. This has opened  new opportunities and challenges.
Digitization has to extend the reach of organizations, improve management decisions, and speed the development of new products and services. At the same time, the excessively rapid adoption of technologies can disrupt traditional business models. Organizations need to carefully tread the path towards digital transformation with a concrete strategy to harness its strengths and mitigate its challenges.

Today I would like to talk about the right approach to help companies in understanding how to manage and to surf the Digital Wave and the related opportunities.
Many companies are hiring a new role, CDOs,  thinking that could be the solution, and maybe it is.
For starters, CDOs are hot property. Salaries for a Chief Digital Officer range from $73,000 to $180,000, with the median falling at $ 100,000  .
​
That means CDOs can be paid more than CMOs where top earnings are around $160k
 
Immagine

​Secondly, in my opinion there are two different kind of CDO:
  1. Evangelist Chief Digital Officer
  2. Operation Chief Digital Officer


His or her main role is to be an evangelist for digital across the business and across different departments.
He is in charge to educate and inform on all things digital. 
In this case I'm talking about a role with no P&L and little management responsibilities. 
The second type I call ‘Operation CDO’.
He has real power and the job to  transform the entire business on their journey to becoming CEO.  
Some of his keywords:
  • leadership
  • vision
  • customer-centricity
  • change
  • transformation
  • innovation
  • disruption
  • tech
  • data
  • culture
  • agile
  • collaboration
  • communication
  • building buy-in. 
The role of a operation CDO is typically broader than a CMO. The CDO has a more complete view of the customer experience across touchpoints beyond just marketing to include sales and service. The CDO often controls product as well as marketing.
In a perfect organisation for the operation CDO it will be very hard to co-exist happily for long with a CMO.  The perfect scenario would be to have aHead of Marketing who reports to the CDO.
CDO is not just ‘vertical’ down through the organisation, but ‘horizontal’. Digital will permeate every single area of the business, across technology, data, culture, people, process, strategy. Digital will need to become over time part of the DNA of the business. 
ConclusionsChief Digital Officer is a very interesting role that marketers can take up.
So if marketers do not step up they may find their new boss is a ‘digital’executive, one whose main agenda is not only digital but customer-centricity and business transformation using Digital skills. 
3 Comments

Retailing 3.0 = Entertainment, Emotion, Education and Engagement

14/10/2015

0 Comments

 

In this Digital era retailing cannot be considered only as selling products.The new version of retailing must be a mix of experience and retailers have to explore innovative ways to enhance the buying experience for their customers.
Today I wouldn't like to talk about Technology and Digital (as usual) but about the simplest way to engage customers...the role of events in the store.
Marketing events are unique situations where a store tries something new to capture the attention and sales of the consumers.  
In front of the customer we must be able to have a mix of these sensations:
  • Entertainment
  • Emotion
  • Education
  • Engagement
​
Educational Events

We have to touch a consumer one-on-one, where you can engage directly, and teach them about your product, and do so by interacting in a quality way.
People go to these things to experience new things, and we're giving them that. They want to share it with their friends naturally when they see something cool.
In our case we created a Beauty Event, a two days event with International Make-up artists to let our visitors tasting our beauty products.



Here the video of the event:


Emotional Events

Emotional benefits enable the consumer  to say something positive about him or herself as a result of using a product /service belonging to your brand. These benefits are the vehicle for establishing an emotional connection between the product/service and the user.
The emotional connection builds the trust that leads to loyalty, and loyalty means more revenues. With the connection firmly in place, loyal customers will be less likely to abandon the brand because they know they can count on it. In the end, this emotional connection can help retain or gain market share.
Fashion shows are typical emotional events. 
We worked on a Fashion Show in Coin Excelsior, here a video.


​
Entertainment and Engaging Events

​I think the future of retail is also about community engaging and entertainment.
I think we’ve all seen that brick and mortar retail is having a resurgence. Online-only brands are opening physical stores to offer their community a place to fully experience the brand.
The retail spaces in Department Stores become an hubs for experience.
Here our event at Coin Excelsior where we  hosted an esclusive dj set powered by Ricki Hall, the world famous dj, model and influencer...




​

What else ? Addition of Digital Technologies Forrester believes that, in the future, retail stores that drive convenience, service, and relevant personalized experiences through the use of digital store technology will succeed.
Why?
Because today customers show an affinity for digital store technology. In fact, 66% of luxury apparel customers are more likely to shop with a digitally-enabled associate. Those retailers who wait on the sidelines are at risk of maintaining the status quo and may only grow marginally
We are just working on these issues...but we will talk about in the next posts ;-)
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Luxury E-commerce Website: main pillars

14/7/2015

0 Comments

 
Picture
In this article, I want to share at the elements that give sites a luxury feel.

As Gruppo Coin we launched Excelsior Milano in 2011,  a unique shopping destination, an exclusive and innovative luxury department store designed by star architect Jean Nouvel and Vincenzo de Cotiis, who transformed a former Milanese cinema into an innovative fashion hub. 

We have just launched its official e-commerce web site 

WWW.EXCELSIORMILANO.COM

feature authentic women's, men's clothing, shoes and accessories from both well-known and emerging designers in the fashion industry. 

How Luxury Brands are approaching their presence online? 


Probably the main point  here is providing a great user experience.

Usually luxury sites put creativity and visual appeal first and forget that people have to actually use these sites. 

Perhaps some luxury brands think the normal conventions of good usability don't apply to them, or are restricting their creativity. 

This results in a unusable site...and in case of e-commerce site, it makes impossibile to buy on line.

Luxury brands should aim to combine good usability and great design. 

So there are different elements that make up a luxury site:

  • Image
  • Video
  • Attention to detail
  • Great copy.
  • Great service. 
  • Fonts. 



Image

In general this is an important element whatever the site, but luxury sites should ensure that images convey the quality of the products on offer.

This is the Excelsior Milano approach on a product -  VALENTINO, FLOWERED DRES  (2500,00 €) http://www.excelsiormilano.com/clothing/3225-flowered-dress.html

Product pages are well designed with excellent imagery and clear presentation of information on the product and delivery. 

For example, this Valentino dress  costs  2500,00 € so a certain level of detail is required, and this product page is packed with it. 

  • Overview image with 4 versions
Picture
  • Detail Image
Picture
Video 
The use of video on product pages is great for conversion, and luxury brands should make the most of this opportunity. 

Attention to detail
Little things matter, such as detailed product descriptions or detail of a particular of the product.

For example for  JIMMY CHOO,WOVEN SANDALS, 1150,00€ (http://www.excelsiormilano.com/shoes/3156-woven-sandals.html) there are some images of details.

Picture
Great copy

The copy on product pages should be reinforcing that luxury feel.

Important to keep in consideration the  SEO aspect

Picture
Great service
The Service is something luxury sites should be able to do well.

We are just working on fast delivery all over the world and gift elegant luxury packaging, you can choose during the checkout process.

Fonts
Picture
These fonts can help you to create elegant, high-quality brand positioning.

Navigation must be clear and getting from the homepage to a product page does not require more clicks than is strictly necessary.


Conclusions
For the most part, the majority of luxury brands should be ashamed of themselves- particularly the ones that try to recreate a brick & mortar store as their site. 

These concepts are clearly not being thought of by people who spend a lot of money on eCommerce themselves because as someone who does, the most LUXURIOUS online shopping experience happens when a brand is saving me time by providing the best and easiest shopping experience on whatever platform I so choose (desktop, mobile, tablet, application, etc.) with a extreme customer service to back it up.   

Time is my biggest luxury and I simply do not want a "brand experience" to be shoved down my throat when I just want to buy something and be done with it.  

0 Comments

Retailing 3.0 = Entertainment, Emotion, Education and Engagement

3/6/2015

0 Comments

 
Immagine
In this Digital era retailing cannot be considered only as selling products.The new version of retailing must be a mix of experience and retailers have to explore innovative ways to enhance the buying experience for their customers.

Today I wouldn't like to talk about Technology and Digital (as usual) but about the simplest way to engage customers...the role of events in the store.

Marketing events are unique situations where a store tries something new to capture the attention and sales of the consumers.  

In front of the customer we must be able to have a mix of these sensations:

  • Entertainment
  • Emotion
  • Education
  • Engagement


Educational Events



We have to touch a consumer one-on-one, where you can engage directly, and teach them about your product, and do so by interacting in a quality way.

People go to these things to experience new things, and we're giving them that. They want to share it with their friends naturally when they see something cool.

In our case we created a Beauty Event, a two days event with International Make-up artists to let our visitors tasting our beauty products.
 
Here the video of the event:





Emotional Events





Emotional benefits enable the consumer  to say something positive about him or herself as a result of using a product /service belonging to your brand. These benefits are the vehicle for establishing an emotional connection between the product/service and the user.

The emotional connection builds the trust that leads to loyalty, and loyalty means more revenues. With the connection firmly in place, loyal customers will be less likely to abandon the brand because they know they can count on it. In the end, this emotional connection can help retain or gain market share.

Fashion shows are typical emotional events. We worked on a Fashion Show in Coin Excelsior, here a video.




Entertainment and Engaging Events


I think the future of retail is also about community engaging and entertainment.

I think we’ve all seen that brick and mortar retail is having a resurgence. Online-only brands are opening physical stores to offer their community a place to fully experience the brand.

The retail spaces in Department Stores become an hubs for experience.

Here our event at Coin Excelsior where we  hosted an esclusive dj set powered by Ricki Hall, the world famous dj, model and influencer...

What else ? Addition of Digital Technologies Forrester believes that, in the future, retail stores that drive convenience, service, and relevant personalized experiences through the use of digital store technology will succeed.

Why?

Because today customers show an affinity for digital store technology. In fact, 66% of luxury apparel customers are more likely to shop with a digitally-enabled associate. Those retailers who wait on the sidelines are at risk of maintaining the status quo and may only grow marginally

We are just working on these issues...but we will talk about in the next posts ;-)
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Luxury Department Store: how to create an extraordinary multichannel experience

15/5/2015

0 Comments

 
Immagine
As a multichannel retailer dealing in the luxury end of the market, Department Store has to offer customers 'connected and extraordinary experiences' across its digital and physical properties.

To respond, retailers need to embrace what PwC is calling Total Retail. Total Retail means two things: a unified brand story across all channels that promises a consistently superior customer experience and an integrated back-office operating model with agile and innovative technology. 

Here our  Coin Excelsior story, you can also visit the store here:


The key of the strategy is to put users at the centre of entire strategy. This is the road to a successful multichannel approach.

The ways in which users interact with your brand are varied and unpredictable.The future will see this trend  increase over time.

Smartphones are set to overtake computers as the medium for most website visits and unusual suspects such as television browsers, game consoles and wearable technology are already after a chunk of this traffic.

In this ever-changing technological landscape you need to be careful in using multiple channels. Users now jump between touchpoints under the assumption they will see the same data and options across all platforms. 

According to this year’s Insights 2014 report by SapientNitro, 53% of consumers prefer shopping in-store vs other channels. 81% of these shoppers want to interact with their phones in-store, and 61% want to use “any device” (PC, smartphone or tablet) to help them shop.

Accenture found 73% of North American consumers have showroomed at least once in the last 6 months, and 49% think integrating stores with online and mobile touchpoints is where retailers need to improve the shopping experience most.

Consumer behaviour is changing

This changing consumer behaviour has resulted in the role of the UX professional growing from an initial consideration of web, mobile and email screens towardsaccommodating customer journeys that switch between many channels in a single transaction.

For instance, a consumer may do desktop product research before visiting a store,use a smartphone to check customer reviews and competitor pricing while in store, and later purchase via a tablet or even by calling a customer care. 

Putting users at the centre of your multi-channel design is key to a successful omni-channel UX approach. It can transform your business strategy to achieve that esclusive and brilliant experience for every user, regardless of how they have chosen to interact with your brand. 

Some rules to bare in mind in a multichannel environment

Your customers expect the same experience every time they interact with your brand, and each experience should build their trust and strengthen your reputation. 

If any channel fails to reach the standards set by your best channel, your brand’s credibility will suffer. You must be consistent between your channels.

Each interaction a customer has with your brand is one piece of their overall experience. Every time an action isn’t available, a mode becomes unfamiliar, or a button isn’t where it’s expected to be, your reputation takes a small hit.

Availability means giving your customers options. People want to be able to choose when, where, and how they access your services.

This is the reason you don't have to make the mistake of limiting common activities to specific channels.

While availability is key, context-optimisation is also important. The Starbucks website, for instance, allows users to top up their Starbucks loyalty card and the mobile app allows users to pay for their coffee on the fly.

Design each channel to impress even if it’s the first or only touchpoint a customer will have with your brand. Also consider, though, how different channels might be better suited to different interactions, and how the context of those channels will influence those interactions.

How the store has to change
In a Department Store like the ours we have to offer the standard services formultichannel retailers such as click and collect to support the Ecommerce sales.

But there are still a lot of improvements we can make and it’s about finding that right balance so we’re not just pushing one service to the customer.

For customers who live within the vicinity of a store we need to look more at how we can engage them and convert them online but also get them to come in-store.

We have a loyalty program and our customers tend to be very passionate about the brand. So what we’re investigating more deeply is how we can connect the customer online and in-store.

We have totems in store but they’re not transactional, they’re more for information. 

We’ve been experimenting with iBeacons in our retail network.

The stores have beacons installed in them that work with a third-party app called Checkbonus. If a customer has this app the beacons tell them the promotion of the store.

We’re using it at the moment to see whether there’s any appetite for customers to engage with mobile in-store. 

I think that number is only going to increase, so mobile is still going to be the device that connects our in-store and offline channels and we need to bear that in mind with everything we’re doing.


In our case we launched the mobile APP to make the real loyalty card virtual.
And not only, wwith the new app our customers will be able to:
- create new digital card
- virtualize the old physical card
- play with gamification to collect points
 
Immagine


Conclusion

So to conclude here the key factors for a successful Multichannel Customer Experience:

1) Make the Shopping Experience Extraordinary using technology (on line / offline)

2) Make the Customer satisfied

3) Consider the Shopping as  Entertainment

4) Engage the Customer

5) Create Quality Value Relationship with your Brands and your Customers

6) Using In-store Technology

7) Bare in mind that your customer is Always Connected

8) Make your Loyalty Program the connection between your Customer and your Brand

0 Comments

Coin lancia la nuova APP: il cliente ancora più centro (in modo digitale)

10/5/2015

0 Comments

 
Immagine
Nasce la nuova APP di Coin, con alcune grandi innovazioni oltre alla possibilità di essere sempre aggiornati su tendenze fashion e marchi in assortimento ed iniziative e novità del department store più vicino.

La nuova App Coin, consente di sottoscrivere gratuitamente Coincard, ma soprattutto di ottenere tanti vantaggi anche dematerializzando la propria tessera e trasformandola in una card virtuale da conservare nel proprio device.

Sia il processo di dematerializzazione che di creazione di nuova Coincard consente di ricevere 100 punti gratis, proprio per spingere al massimo il percorso di digitalizzazione dei nostri clienti

Altra grande innovazione è la possibilità di accumulare smart point non solo tramite gli acquisti in negozio e online, ma anche accedendo alla App, associandola al proprio profilo social e selezionando lo store preferito.

Abbiamo infatti puntato sulla Gamification un fenomeno che in USA è ormai la nuova frontiera dei Loyalty Programs.



Immagine
0 Comments

Alcuni trend sul Mobile Marketing da tenere in considerazione

3/5/2015

0 Comments

 
Immagine
1. Come i Brands si stanno organizzando per ottimizzare la presenza Mobile dei propri consumatori?

Gli elementi sui quali stanno lavorando i Brand sono diversi, ma tra i principali emergono:

- Responsive Desing

- Mobile Website

- Applicazioni Mobile

- Adaptive Design

Dal 2014 al 2015 gli esperti della comunicazione digitale per i brand si stanno orientando principalmente sul Responsive Design e sta calando l'attenzione verso il sito Mobile.

Cresce di molto l'attenzione verso una propria APP dedicata ma anche verso l'invio di email ottimizzate mobile


Immagine
2. I Millennials guardano maggiormente programmi TV per i quali hanno precedentemente visto pubblicità on line

Grazie ai Video on line sarà più facile promuovere la visione di programmi televisivi !

Sembra infatti che

  • L'80% dei nativi digitali si sintonizza in uno spettacolo, se qualcuno nella loro rete sociale aveva condiviso un trailer, una clip o un promo originale per quello spettacolo. Questo è rispetto al 66% di spettatori medi TV.
  • I Millennials sono il 39% più propensi a guardare contenuti video online sul proprio smartphone rispetto al telespettatore medio TV e hanno il 14% in più di probabilità di guardare la TV sul proprio laptop, mentre meno della metà (42%) guarda ancora video online in salotto attraverso televisori collegati
3. Le APP sono ormai indispensabili per il proprio business

Da un'analisi su come i giovani utilizzano il mobile continua ad emergere l'importanza che ricoprono le APP

Da queste analisi emerge che nel caso in cui l'esperienza di utilizzo della APP non sia soddisfacente il brand perderà molte opportunità di Business.

Ecco una sintesi delle evidenze:

  • 48% di Millennials  UK  sostengono che una esperienza sul Mobile povera rende minima la possibilità di utilizzare altri servizi / prodotti di quel brand 
  • 31% dei Millennials UK dicono che in seguito ad un'esperienza Mobile povera non raccomanderebbero i prodotti di quel brand.
  • il 20% dice che l'esperienza Mobile non positiva da un'immagine negativa anche dei prodotti del Brand.



4. Il ritratto del Consumatore Mobile


Guardate questa Infographic che rappresenta l'uso del Mobile nel commercio. 


Immagine
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Intervento all'Evento Casaleggio Ecommerce - 2015

17/4/2015

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Immagine

Nella giornata di ieri (16/04/2015) ho partecipato come relatore al convegno Casaleggio Associati dove sono stati presentati i i dati relativi agli e-commerce nel 2014 e alle prospettive sugli ecommerce 2015.

Naturalmente ringrazio Davide Casaleggio per l'invito e per gli spunti interessanti che emergono ogni anno.

Di seguito la presentazione del mio intervento




Vi riassumo le evidenze del convegno:

  • Nonostante il PIL italiano sia negativo l'e-commerce chiude il 2014 con un +8%
  • Crescono velocemente le quote di mercato dei marketshare
  • Solo il 40% degli intervistati è soddisfatto della propria strategia pubblicitaria on line
  • Crescono investimenti su Keyword advertising e SEO
  • Le aziende investiranno in marketing ma anche in User Experience
  • 1 negozio su tre utilizza i marketplace per vendere (ma bisogna considerare la grandezza dell'azienda e dei relativi investimenti per crearsi o meno una piattaforma proprietaria)
  • Il 31% dei fatturati arriva dall'estero: si predilige il sito multilingua
  • Il 13% del fatturato arriva da Mobile, in netta crescita
  • Facebook è il Social più utilizzato
  • La carta di credito rimane il metodo più usato 45%



Ecommerce in Italia 2015 from Casaleggio Associati



Di seguito un riassunto degli interventi degli altri relatori

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Salvatore Cobuzio di MarthasCottage.com

- La coppia ha diverse esigenze nel corso della vita: si parte dal matrimonio, ai figli , ai sexy toys !

– Ci sono alcuni prodotti che sono delle vere e proprie sorprese: 25.000 segna posto  per matrimonio venduti al giorno





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Valentina Visconti di it.privalia.com

– Grandissimo sforzo nel rendere l'esperienza Mobile unica e coinvolgente

– Difficoltà nel mantenere alta la qualità dei prodotti venduti, tramite immagini su schermi spesso piccoli come quelli del mobile 

– Semplificazione nel processo di pagamento salvando i dati del cliente 



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Marco Porcaro di Cortilia.it

– Sono poche le aziende agricole che hanno un sito e-commerce: il 17%

– A livello di Internet è altrettanto basso l'utilizzo del web: 31%

– Un punto di forza è mettere il cliente a conoscenza della filiera della produzione relativa ai loro cibi. Bisogna raccontare la storia che c'è dietro a ciascuna azienda, spesso loro non lo fanno


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Vincenzo Cannata di Lovethesign.com
 
– I numeri sono molto interessanti: 40.000 prodotti venduti nel corso del 2014

- Utilizzo dei Social per capire le preferenze dei clienti

- Grande sforzo nel rendere la APP esclusiva in termini di servizi da offrire al cliente

– Ogni mercato va affrontato in modo differente entrando bene nelle dinamiche del paese e le esigenze dei clienti





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I Millennials  preferiscono i canali tradizionali oltre ai Social Media per le promozioni dei brands.

8/3/2015

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Ecco i dati di alcuni studi condotti in UK relativamente al comportamento di acquisto dei millennials ovvero persone nate tra gli  anni '80 ed il  2000.

  • Dai 16 ai 24 anni l'email è ancora il canale preferito per scegliere e ricevere promozioni
  • Solo il 23% dei clienti guardano il sito web del brand per promozioni ed offerte



Ecco alcuni altri dati interessanti nell'infografica qui sotto:


Immagine
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    Marcello Messina - born in 1977 is an Engineer graduate from the Polytechnic University of Turin.

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