Trends in eTrends in eTrends in eTrends in e----commercecommercecommercecommerceSocial media, and mobilewas presented by

Cimex Media Ltd on 20 May 2010Highlights version, see for full;

http://www.slideshare.net/secret/gC85RKGzaLTLsu

To discuss contact Andrew Japp

andrew.japp@cimex.com

www.cimex.com,

www.twitter.com/cimex

Sw: +44 (0) 207 324 7780

Dd: +44 (0) 207 613 6661

AgendaAgendaAgendaAgenda

• Who are we?

• Landscape

• Case study: Rococo Chocolates

• Social Media

• Mobile and ‘M-commerce’

• Questions

CimexCimexCimexCimex

• Experienced digital engagement agency

• Design, technical/build, customer

insight, hosting, content, SEO and SEM

• Government & charities to retail brands

• Mobile experts

• A fresh approach to e-commerce

Landscape

UK MarketUK MarketUK MarketUK Market

“Online currently accounts for a

quarter of all new retail

businesses; this will rise to more

than half over the next 10 years”

– eBay/Verdict, December 2009

200920092009200920092009200920092009200920092009

201920192019201920192019201920192019201920192019

£25 billion: UK online retail market in 2010 (Deloitte)

SummarySummarySummarySummary

• E-commerce is big, and will get bigger

• Consumers perceive value when

shopping online

• UK market is sophisticated

• Customers comfortable with buying

high-value goods online

BriefBriefBriefBrief

• Increase effectiveness of SEO & SEM

• Improve customer experience

• Increase sales

• Grow brand through social networks

SEO & SEMSEO & SEMSEO & SEMSEO & SEM

• SEO copywriting

• Information architecture review

• Developing guidelines for in-house

editors

• Targeted PPC campaigns

• Building links with social media

Site rebuildSite rebuildSite rebuildSite rebuild

• Behavioural research

• Magento e-commerce platform

• Improved browsing and search

• Better home-page promotions

• Organic SEO improvements

ResultResultResultResult

• 400% increase in traffic within 3 months

• New record number of visitors

• Bounce rates reduced, dwell times

increased

• Conversion rate 1.2% Conversion rate 1.2% Conversion rate 1.2% Conversion rate 1.2% ���� 10%10%10%10%

Social MediaSocial Media

Not just a set of toolsNot just a set of toolsNot just a set of toolsNot just a set of tools

• It’s about people

• Engagement with customers

• Offering unique brand insight

• Improving feedback and customer

experience

• Increasing brand loyalty

Rococo Chocolates

Indirect competitors

Chocolate SchoolsOnline retailers

Direct competitors

The ‘whole’ online world, yours versus the consumer

3rd Party review sites

Impulsivity

Work

Online

Home Travel/Commute

Where do YOU want me to go?Where do YOU want me to go?Where do YOU want me to go?Where do YOU want me to go?

Social media tools

A myriad of engagementchoices M-commerce

& mobile

SmartphonesSmartphonesSmartphonesSmartphones

23% of all UK mobile subscribers 8888×××× Growth in trafficGrowth in trafficGrowth in trafficGrowth in traffic

UK mobile data traffic

compared to broadband

Mobile retail: whyMobile retail: whyMobile retail: whyMobile retail: why

• Invade competitor spaces

• Provide exceptional experiences via

targeted applications

• Support ‘bricks and mortar’ and ‘fixed’

web presence

Mobile web: howMobile web: howMobile web: howMobile web: how

• Bare minimumBare minimumBare minimumBare minimum: Mobile friendly web

(ie no Flash)

• BetterBetterBetterBetter: ‘Mobified’ data feeds

• BestBestBestBest: Tailored mobile site

ApplicationsApplicationsApplicationsApplications

• Consumers expected to

spend £18bn on mobile

apps by 2013

• As of April 2010, over

4bn apps downloaded

(worldwide)

Retail applicationsRetail applicationsRetail applicationsRetail applications

• Bare minimumBare minimumBare minimumBare minimum: Store finder

• BetterBetterBetterBetter: Look book/catalogue

• BestBestBestBest: Online purchasing

• iPhone, Android, Blackberry

• Free

SummarySummarySummarySummary

• Mobile is a rapidly growing market,

particularly in the UK

• M-commerce offers customer

experience that web cannot

• Should already be a key part of any

retail strategy

ConclusionConclusionConclusionConclusion

• E-commerce vibrant and growing

• Social media a key part of any successful

retail marketing strategy

• Mobile and m-commerce will define the

next phase of customer engagement