the next e-commerce revolution
DESCRIPTION
Presentation given at the Rakuten Symposium in London 2014TRANSCRIPT
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
“I ’M NOT TRYING TO PREDICT THE FUTURE.
I ’M TRYING TO LET US SEE THE PRESENT.”
Wil l iam Gibson
FOUR BIG TRENDS THAT ADD UP TO THE NEXT E-COMMERCE REVOLUTION
BIG DATADress ipi .com
THE STARTING POINT FOR MASTERING BIG DATA:MINING ALL YOUR CURRENT DATA SOURCES
GETTING IT IN ONE PLACEBEING 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 find the clothes they love and more importantly the ones they’re going to keep.
Over 1 million women have created “Fashion Fingerprints” – a data driven fashion profile 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 you’re to avoid showing them mini-skirts when they’d much rather be wearing trousers.
BODY SHAPE STYLE COLOUR SIZES BRANDS
REVEAL AND
CONCEALFEATURES 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 DATAJawbone UP
15
“IF YOU CAN’T 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 DEVICES2018: 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 AGILETictai l
23
24
DO FOR ONLINE RETAIL WHAT TUMBLR DID FOR BLOGGING
25
40,000 STORES
26
MAGENTO:
STARTS AT £10K/YEAR
ADDING EMAIL CAPTURE POPUP:
CHANGE REQUEST,THREE DAY
TURNAROUND,£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 WEBState.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 find, share and combine information much more easily.
It’s 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.comiPhone app: search for State
35
POSITIVE NEGATIVE
21% LESS LIKELY TOLIKE THE iPHONE
35% MORE LIKELY TOLIKE 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 PROFILESFOR TARGETTING
38
THE SEMANTIC WEB COULD WIPE OUT THESE ADVANTAGES
FOUR GLOBAL TRENDS.. . AND ONE MORE THAT I ’VE SPOTTED
“WE’RE PLANNING TO TAKE ON AMAZON FOR X”
THE TIME IS COMING FOR AN E-COMMERCE REVOLUTION
DOES MY EXISTING BUSINESS HAVEA DEFENSIBLE ADVANTAGE?
“WE’VE GOT DATA ON
EXISTING CUSTOMER BASE”“WE’VE GOT A HUGE
AMOUNT OF DATA”
“WE’VE GOT A SOLID
TECHNICAL PLATFORM”
“WE’RE REALLY GOOD
AT SEARCH”
Customers are loyal to
those who understand and
serve them bestEven if you’re us ing your
exist ing data, the front ier of
data col lect ion is changing
The arr ival of the Sematic Web
could total ly rewrite where
power s i ts in the onl ine world
Anyone new is l ike ly to get
a better p latform than yours
at a fract ion of the cost
THE TECHNOLOGIES FOR THENEXT E-COMMERCE REVOLUTION
ARE ALREADY HERE.
ARE YOU READY?
@FRANKLAMPENSTATE: FRANK