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The Next e-Commerce Revolution

Frank Lampen
Frank Lampen

The document discusses emerging technologies that will drive the next e-commerce revolution: big data, personalization using fashion profiles, small data from wearable devices, agile platforms for small retailers, and the semantic web. It provides examples like Dressipi using data to accurately predict best-selling items, Jawbone helping users change behaviors using precise data at the right time, and Tictail giving small retailers powerful e-commerce tools. The implication is that existing industry advantages may be swept away if companies can't make sense of growing data and the semantic web shifts where online information power sits. Retailers are challenged to assess if their current business has a defensible advantage in this changing environment.

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EMERGING TECH AND THE NEXT E-COMMERCE REVOLUTION
WE HELP BRANDS AND STARTUPS DRIVE REVOLUTIONARY CHANGE
WHAT MAKES ME QUALIFIED TO TALK ABOUT THE FUTURE? 3
IM NOT TRYING TO PREDICT THE FUTURE. IM TRYING TO LET US SEE THE PRESENT. William Gibson
FOUR BIG TRENDS THAT ADD UP TO THE NEXT E-COMMERCE REVOLUTION
BIG DATA Dressipi.com
THE STARTING POINT FOR MASTERING BIG DATA: MINING ALL YOUR CURRENT DATA SOURCES GETTING IT IN ONE PLACE BEING ABLE TO ANALYSE IT DOING ALL THIS IN REAL TIME
PRESENTATION NAME HERE THE NEXT FRONTIER FOR INNOVATION, COMPETITION AND PRODUCTIVITY... RETAILERS USING BIG DATA TO ITS FULL POTENTIAL COULD INCREASE THEIR OPERATING MARGIN BY MORE THAN 60% McKinsey mckinsey.com/insights/business_technology 8
9 Personalisation solution that helps customers quickly 鍖nd the clothes they love and more importantly the ones theyre going to keep. Over 1 million women have created Fashion Fingerprints a data driven fashion pro鍖le that enable Dressipi to make brilliant recommendations to them. Over 10 million new data points per month which Dressipi use to make recommendations even better.
RELIES NOT JUST ON DATA, BUT ON THE RIGHT DATA. 10
11 Knowing whether someone has long legs is useful. Knowing how they feel about that is vital if youre to avoid showing them mini-skirts when theyd much rather be wearing trousers. BODY SHAPE STYLE COLOUR SIZES BRANDS REVEAL AND CONCEAL FEATURES MEASUREMENTS Ff Bs St Cl Sz Br Rc Ft Ms
USING FASHION FINGERPRINT DATA, DRESSIPI WERE ABLE TO PREDICT THE HIGHEST SELLING AND LOWEST SELLING NEW SEASON DRESSES WITH 90% ACCURACY... 12 BEFORE A SINGLE ITEM WENT ON SALE
IMPLICATION: PEOPLE ARE LOYAL TO THINGS WHICH OFFER THEM UTILITY AND THERE ARE EMERGING PLAYERS WHICH DO THE UTILITY OF RECOMMENDATION BRILLIANTLY
SMALL DATA Jawbone UP
15 IF YOU CANT GET TO A TOOL WITHIN TWO SECONDS, YOUR USE OF IT GOES DOWN EXPONENTIALLY. Thad Starner, Technical Lead Google Glass Source: http://www.wired.com/gadgetlab/2013/12/wearable-computers/2/
HTTP://DEVICES.WOLFRAM.COM
2013: 22 MILLION WEARABLE CONNECTED DEVICES 2018: 177 MILLION WEARABLE CONNECTED DEVICES Source: Cisco / http://www.cnbc.com/id/101392725
IMPLICATION: WHILE MANY OF US ARE STILL STRUGGLING TO MAKE SENSE OF OUR EXISTING DATA, THE AMOUNT AND TYPE OF DATA AVAILABLE IS ABOUT TO UNDERGO RADICAL CHANGE
19 THE DIFFERENTIATOR IN THE MARKET, IS GOING TO BE THE ABILITY OF COMPANIES TO MAKE SENSE OF THE DATA, TO PUT IT IN CONTEXT, AND THEN TO HELP THEIR USERS ACTUALLY ACT ON IT, AND CHANGE THEIR BEHAVIOUR.. Andrew Rosenthal, Health Lead Jawbone
20 DATA SHOWED THANKSGIVING WAS THE WORST DAY OF THE YEAR FOR TAKING EXERCISE. TEST GROUP ASKED TO COMMIT TO BEING MORE ACTIVE. 24% TOOK THE PLEDGE, AND TOOK AN AVERAGE OF 1,400 MORE STEPS THAT DAY. Source: http://www.slashgear.com/jawbone-talks-context-in-bid-to-rule-wearables-slashgear-interview-06319626/
"WHAT'S EXCITING ABOUT THIS IS THAT IT'S EVIDENCE OF THE ABILITY TO USE PRECISE DATA, TO THE RIGHT PERSON AT THE RIGHT TIME, TO GET THEM TO CHANGE THEIR BEHAVIOUR IN A MEANINGFUL WAY." Andrew Rosenthal, Jawbone
SMALL JUST GOT AGILE Tictail
23
24 DO FOR ONLINE RETAIL WHAT TUMBLR DID FOR BLOGGING
25 40,000 STORES
26
MAGENTO: STARTS AT 贈10K/YEAR ADDING EMAIL CAPTURE POPUP: CHANGE REQUEST, THREE DAY TURNAROUND, 贈1,300 COST 27 TICTAIL: FREE ADD FOLLOW PLUS APP IN SECONDS $2/MONTH COST
28
YOUR OWN PERSONAL E-COMMERCE COACH: AFTER ONE YEAR OF THE TICTAIL FEED IT WAS GENERATING 137,000 PROMPTS EVERY MONTH, WITH A 71% COMPLETION RATE, DRIVING A 500% INCREASE IN TURNOVER. Source: Tictail
IMPLICATION: THE PLATFORM ADVANTAGE OF BIG E-COMMERCE RETAILERS HAS JUST BEEN BLOWN OUT OF THE WATER
THE SEMANTIC WEB State.com
32 THE SEMANTIC WEB We throw huge technical resources at trying to work out what things are, and what they mean. The semantic web is a vision of the internet where we can 鍖nd, share and combine information much more easily. Its been called the Giant Global Graph by Tim Berners-Lee... THE SEMANTIC WEB IS A VISION OF AN INTERNET WHERE WE CAN FIND, SHARE AND UNDERSTAND INFORMATION MUCH MORE EASILY. THE GIANT GLOBAL GRAPH Tim Berners-Lee
33
34 state.com iPhone app: search for State
35 POSITIVENEGATIVE 21% LESS LIKELY TO LIKE THE iPHONE 35% MORE LIKELY TO LIKE THE iPHONE Source: State
IMPLICATION: THE ADVANTAGE OF SOME OF THE BIGGEST PLAYERS IN THE INTERNET COULD BE SWEPT AWAY BY THE SEMANTIC WEB
37 GREAT AT GUESSING WHAT A WEB PAGE IS ABOUT LIKE DATA PROVIDED THE BEST MASS SET OF INTEREST PROFILES FOR TARGETTING
38 THE SEMANTIC WEB COULD WIPE OUT THESE ADVANTAGES
FOUR GLOBAL TRENDS... AND ONE MORE THAT IVE SPOTTED
WERE PLANNING TO TAKE ON AMAZON FOR X
THE TIME IS COMING FOR AN E-COMMERCE REVOLUTION
DOES MY EXISTING BUSINESS HAVE A DEFENSIBLE ADVANTAGE?
WEVE GOT DATA ON EXISTING CUSTOMER BASE WEVE GOT A HUGE AMOUNT OF DATA WEVE GOT A SOLID TECHNICAL PLATFORM WERE REALLY GOOD AT SEARCH Customers are loyal to those who understand and serve them best Even if youre using your existing data, the frontier of data collection is changing The arrival of the Sematic Web could totally rewrite where power sits in the online world Anyone new is likely to get a better platform than yours at a fraction of the cost
THE TECHNOLOGIES FOR THE NEXT E-COMMERCE REVOLUTION ARE ALREADY HERE. ARE YOU READY?
IU-HQ.COM FRANK@IU-HQ.COM @FRANKLAMPEN STATE: FRANK

More Related Content

The Next e-Commerce Revolution

  • 1. EMERGING TECH AND THE NEXT E-COMMERCE REVOLUTION
  • 2. WE HELP BRANDS AND STARTUPS DRIVE REVOLUTIONARY CHANGE
  • 3. WHAT MAKES ME QUALIFIED TO TALK ABOUT THE FUTURE? 3
  • 4. IM NOT TRYING TO PREDICT THE FUTURE. IM TRYING TO LET US SEE THE PRESENT. William Gibson
  • 5. FOUR BIG TRENDS THAT ADD UP TO THE NEXT E-COMMERCE REVOLUTION
  • 7. THE STARTING POINT FOR MASTERING BIG DATA: MINING ALL YOUR CURRENT DATA SOURCES GETTING IT IN ONE PLACE BEING ABLE TO ANALYSE IT DOING ALL THIS IN REAL TIME
  • 8. PRESENTATION NAME HERE THE NEXT FRONTIER FOR INNOVATION, COMPETITION AND PRODUCTIVITY... RETAILERS USING BIG DATA TO ITS FULL POTENTIAL COULD INCREASE THEIR OPERATING MARGIN BY MORE THAN 60% McKinsey mckinsey.com/insights/business_technology 8
  • 9. 9 Personalisation solution that helps customers quickly 鍖nd the clothes they love and more importantly the ones theyre going to keep. Over 1 million women have created Fashion Fingerprints a data driven fashion pro鍖le that enable Dressipi to make brilliant recommendations to them. Over 10 million new data points per month which Dressipi use to make recommendations even better.
  • 10. RELIES NOT JUST ON DATA, BUT ON THE RIGHT DATA. 10
  • 11. 11 Knowing whether someone has long legs is useful. Knowing how they feel about that is vital if youre to avoid showing them mini-skirts when theyd much rather be wearing trousers. BODY SHAPE STYLE COLOUR SIZES BRANDS REVEAL AND CONCEAL FEATURES MEASUREMENTS Ff Bs St Cl Sz Br Rc Ft Ms
  • 12. USING FASHION FINGERPRINT DATA, DRESSIPI WERE ABLE TO PREDICT THE HIGHEST SELLING AND LOWEST SELLING NEW SEASON DRESSES WITH 90% ACCURACY... 12 BEFORE A SINGLE ITEM WENT ON SALE
  • 13. IMPLICATION: PEOPLE ARE LOYAL TO THINGS WHICH OFFER THEM UTILITY AND THERE ARE EMERGING PLAYERS WHICH DO THE UTILITY OF RECOMMENDATION BRILLIANTLY
  • 15. 15 IF YOU CANT GET TO A TOOL WITHIN TWO SECONDS, YOUR USE OF IT GOES DOWN EXPONENTIALLY. Thad Starner, Technical Lead Google Glass Source: http://www.wired.com/gadgetlab/2013/12/wearable-computers/2/
  • 17. 2013: 22 MILLION WEARABLE CONNECTED DEVICES 2018: 177 MILLION WEARABLE CONNECTED DEVICES Source: Cisco / http://www.cnbc.com/id/101392725
  • 18. IMPLICATION: WHILE MANY OF US ARE STILL STRUGGLING TO MAKE SENSE OF OUR EXISTING DATA, THE AMOUNT AND TYPE OF DATA AVAILABLE IS ABOUT TO UNDERGO RADICAL CHANGE
  • 19. 19 THE DIFFERENTIATOR IN THE MARKET, IS GOING TO BE THE ABILITY OF COMPANIES TO MAKE SENSE OF THE DATA, TO PUT IT IN CONTEXT, AND THEN TO HELP THEIR USERS ACTUALLY ACT ON IT, AND CHANGE THEIR BEHAVIOUR.. Andrew Rosenthal, Health Lead Jawbone
  • 20. 20 DATA SHOWED THANKSGIVING WAS THE WORST DAY OF THE YEAR FOR TAKING EXERCISE. TEST GROUP ASKED TO COMMIT TO BEING MORE ACTIVE. 24% TOOK THE PLEDGE, AND TOOK AN AVERAGE OF 1,400 MORE STEPS THAT DAY. Source: http://www.slashgear.com/jawbone-talks-context-in-bid-to-rule-wearables-slashgear-interview-06319626/
  • 21. "WHAT'S EXCITING ABOUT THIS IS THAT IT'S EVIDENCE OF THE ABILITY TO USE PRECISE DATA, TO THE RIGHT PERSON AT THE RIGHT TIME, TO GET THEM TO CHANGE THEIR BEHAVIOUR IN A MEANINGFUL WAY." Andrew Rosenthal, Jawbone
  • 22. SMALL JUST GOT AGILE Tictail
  • 23. 23
  • 24. 24 DO FOR ONLINE RETAIL WHAT TUMBLR DID FOR BLOGGING
  • 26. 26
  • 27. MAGENTO: STARTS AT 贈10K/YEAR ADDING EMAIL CAPTURE POPUP: CHANGE REQUEST, THREE DAY TURNAROUND, 贈1,300 COST 27 TICTAIL: FREE ADD FOLLOW PLUS APP IN SECONDS $2/MONTH COST
  • 28. 28
  • 29. YOUR OWN PERSONAL E-COMMERCE COACH: AFTER ONE YEAR OF THE TICTAIL FEED IT WAS GENERATING 137,000 PROMPTS EVERY MONTH, WITH A 71% COMPLETION RATE, DRIVING A 500% INCREASE IN TURNOVER. Source: Tictail
  • 30. IMPLICATION: THE PLATFORM ADVANTAGE OF BIG E-COMMERCE RETAILERS HAS JUST BEEN BLOWN OUT OF THE WATER
  • 32. 32 THE SEMANTIC WEB We throw huge technical resources at trying to work out what things are, and what they mean. The semantic web is a vision of the internet where we can 鍖nd, share and combine information much more easily. Its been called the Giant Global Graph by Tim Berners-Lee... THE SEMANTIC WEB IS A VISION OF AN INTERNET WHERE WE CAN FIND, SHARE AND UNDERSTAND INFORMATION MUCH MORE EASILY. THE GIANT GLOBAL GRAPH Tim Berners-Lee
  • 33. 33
  • 35. 35 POSITIVENEGATIVE 21% LESS LIKELY TO LIKE THE iPHONE 35% MORE LIKELY TO LIKE THE iPHONE Source: State
  • 36. IMPLICATION: THE ADVANTAGE OF SOME OF THE BIGGEST PLAYERS IN THE INTERNET COULD BE SWEPT AWAY BY THE SEMANTIC WEB
  • 37. 37 GREAT AT GUESSING WHAT A WEB PAGE IS ABOUT LIKE DATA PROVIDED THE BEST MASS SET OF INTEREST PROFILES FOR TARGETTING
  • 38. 38 THE SEMANTIC WEB COULD WIPE OUT THESE ADVANTAGES
  • 39. FOUR GLOBAL TRENDS... AND ONE MORE THAT IVE SPOTTED
  • 40. WERE PLANNING TO TAKE ON AMAZON FOR X
  • 41. THE TIME IS COMING FOR AN E-COMMERCE REVOLUTION
  • 42. DOES MY EXISTING BUSINESS HAVE A DEFENSIBLE ADVANTAGE?
  • 43. WEVE GOT DATA ON EXISTING CUSTOMER BASE WEVE GOT A HUGE AMOUNT OF DATA WEVE GOT A SOLID TECHNICAL PLATFORM WERE REALLY GOOD AT SEARCH Customers are loyal to those who understand and serve them best Even if youre using your existing data, the frontier of data collection is changing The arrival of the Sematic Web could totally rewrite where power sits in the online world Anyone new is likely to get a better platform than yours at a fraction of the cost
  • 44. THE TECHNOLOGIES FOR THE NEXT E-COMMERCE REVOLUTION ARE ALREADY HERE. ARE YOU READY?