nasscom ilf 2015: location is (still) everything by david r bell
TRANSCRIPT
Location Is (Still) Everything: How the Real and Virtual Worlds Collide
David R Bell (www.davidrbell.com)
NASSCOM Feb 13 2015
1,000,000 No. 1$100m+
http://www.cbsnews.com/videos/warby-parker-tops-fast-company-
magazines-annual-list-of-most-innovative-companies-in-the-world/
Aggregate Space-Time Sales Pattern
(Shaded areas: Zip codes and at least
1 customer within the cumulative time
period)
Disaggregate Space-Time Sales Pattern
(Shaded areas: Zip codes and at least 1
customer within the cumulative time
period)
Impact of Showrooms onOperational Efficiency
Web Returns
1.2%Home
Try-On Repeat
1.5%Home Try-On Orders
7.8%
Source: Euromonitor, Morgan Stanley Research; excludes travel
0%
2%
4%
6%
8%
10%
12%
10%
8%
6%
1%
USUK China India
Implications for India
Implications for India
Information
Drives Choice
Online needs
Offline
Some products now
best fulfilled online
Mobile changes
the game
SIX PRINCIPLES OF GRAVITY
G EOGRAPHY— Real world options shape
virtual world behavior.
R ESISTANCE— Frictions frustrate — identify
and eliminate.
A DJACENCY—Seed local demand and let
proximity power it.
V ICINITY—Form communities around preferences.
SIX PRINCIPLES OF GRAVITY