Though Google’s announcement of its new Wallet product is unlikely to be terribly disruptive initially (see Charlie Golvin’s post about it), it does signal yet another point of complexity facing eBusiness professionals today. We’ve been writing about this topic and advising clients about how to address it all year. We expect this subject, fundamentally agile commerce, to be a persistent theme for quite some time. So I thought it would be a good time to pull some of the good work my colleagues have been doing together around this topic of multitouchpoint proliferation (that’s a mouthful).
Why do you use the remote to change the channel on your TV? An airplane to fly across the country? A microwave to heat up food? Why -- because it is convenient. Consumers will adopt and use convenient services and products. In mobile, this means services that offer immediacy and simplicity through a highly contextual experience. If my gate changes for my flight leaving in 40 minutes, I want to know now -- there is value in knowing now or immediately. If I want to donate money to the flood victims in Louisiana, it is simpler to send a quick text message rather than write a check and mail it. If I want to eat Thai food near my home, I want to find a restaurant in San Francisco -- near my location (context). Using my phone that leverages my location through GPS is simpler than typing in a neighborhood or address.
Mobile phones are convenient tools to do many things today -- refill a prescription, deposit a check, navigate, check Facebook, or get email. The list of convenient services on mobile phones is going to continue to grow. Why? Because contextual information is going to get a lot, lot richer. Today, context is primarily the location of an individual, their stated preferences, or past behavior (e.g., purchases). This information is gathered as consumers use their mobile phones for navigation, news, and shopping. The information collected will become much richer for two reasons. First, consumers will use their phones to do more things (e.g., change channels on the TV, monitor glucose levels, and open their car doors). Second, devices will have sensors such as barometers or microbolometers that collect more information passively about the consumer’s environment. The available information is becoming richer -- companies that want to deliver contextual experiences must evolve their expertise.
A few weeks ago, my colleague Martin Gill and I took a stroll around London in order to see what retailers were doing in their multichannel efforts. Martin challenged me to do a similar walk-through of the Fifth Avenue stores here in NYC, and our results were largely similar.
The Club Monaco store was an exciting start given its proximity to our offices (directly below). It displayed QR codes on its windows which, in the right sunlight, led my mobile device to a YouTube video.
The effort was nice but served more as an engagement tool, not really anything that would help to drive sales.
The walk around was characterized by a few key themes:
Absence of multi-touchpoint approach. After Monaco, I encountered Ann Taylor Loft, LensCrafters, and American Apparel, none of which had anything beyond their traditional store experience. From the lack of multichannel signs (not even a URL on the window!), users might not know the Internet and phones existed, let alone the wide array of opportunities (QR codes, location-based notifications) that retailers have at their disposal.
Missed opportunities. Aveda had a large charity promotion going on in its store. However, there was no signage with a website link, no mention of Facebook, and no effort to drive the event beyond the store’s windows.
I cover the recommendation engines space for online retail and got a call recently that one of the better-known players in the space Rich Relevance acquired a smaller but specialized player in the space CNET Intelligent Cross-Sell. It’s a bold move and one that strengthens Rich Relevance in the consumer electronics vertical, and it also seems to be a trend. We’ve received a lot of these kinds of calls recently — eBay acquiring GSI Commerce, Nordstrom acquiring HauteLook, Shutterfly acquiring Tiny Prints, and Walgreen’s acquiring drugstore.com. And this follows a slew of acquisitions over the past few years by players like IBM, Oracle, and Adobe trying to enrich their retail suites. Rich Relevance didn’t tell me specifics like deal terms, but it seems to point to bigger factors affecting eCommerce these days:
Wicked competition. There have just been too many point solutions in eCommerce. Walk the exhibition floor at Shop.org or Internet Retailer, and it’s dizzying to see how many niche needs that eCommerce platforms don’t serve are delivered by third-party players. It’s overwhelming for anyone tasked with managing an RFP to make sense of it all. On top of that, there are all sorts of inexpensive (even free) solutions that promise a good-enough solution for everything from analytics to recommendations, so the need to partner up and go to market as a united front just makes sense for so many smaller players. As for traditional (and even established web retailers), they struggle with being nimble. As the expression goes, “When you can’t beat ‘em . . .”
I got jolt this morning, and it wasn’t from my coffee. The headlines in my morning insurance news push were all about last night's announcement that Allstate was acquiring esurance and an agency sibling, Answer Financial for $1 billion (http://www.bloomberg.com/news/2011-05-18/allstate-to-buy-esurance-in-1-b...). Along with the fact that esurance itself has gone to market with what every ebusiness executive has stated as the big strategy over the near-term—giving the customer the choice in how they want to engage with its new “Technology When You Want It, People When You Don’t” tagline—this deal could well be the start of a more interesting trend: a bigger wave of M&A among Tier 1 carriers.
This news was especially tantalizing because we just wrapped up a series of interviews with insurance thought leaders to get a perspective for how the insurance industry was going to look in 2020. We wanted to understand how these changes were going to impact the jobs of ebiz executives in insurance. This is what we heard:
Enabled by “big data”, carriers are going to:
Shed and acquire business lines to be more specialized and obviously more profitable
Make some splashy acquisitions (like this one),
Launch new and innovative business models (like a “lights out” insurer that, in exchange for low premiums, policyholders would have to do more for themselves)
Challenged by new market entrants who “get” data
All of which have big implications for what insurance ebusiness teams will be challenged to do. Look for our thoughts on what 2020 is going to mean later this quarter.
I saw a story this morning on Mobile Commerce Daily: "Fontainbleau targets upscale, on-the-go consumers via mobile presence." I've been a guest at the hotel for the past day so I can't resist joining this conversation. I also happened to download this application while waiting in line for a smoothie at a restaurant yesterday -- between meetings, of course. Here's a quote from the article:
“Fontainebleau chose to launch this app to enhance the overall customer experience while giving them insight on the resort as well as the surrounding Miami Beach area,” said Philip Goldfarb, president and chief operating officer of Fontainebleau Miami Beach, Miami. “It is an extension of the brand’s commitment to providing its guests with the latest advances in the mobile marketplace.”
First, I'll offer -- I'm just a guest or customer here -- I haven't studied the business, but there are a few disconnects.
Here's what is working well:
Fontainbleau does seem to have a tech-savvy customer base. As I walked through the pool area yesterday, I noticed quite a few iPads, Kindles, and smartphones -- guests definitely have their technology at the pool. And Wi-Fi works at the pool -- well done.
The application is promoted well. I noticed advertisements several places throughout the property. It uses a sweepstakes to promote the application with the prizes clearly listed.
Beautiful photographs -- this resort is amazing and is well represented by the media in the application.
There is a solid balance of content -- eat, shop, play, etc.
There was a lot of content re "what to do" nearby.
I did two things recently: I saw Waiting for Superman, and I looked online for educational content/tools for my daughters. In both cases, I was appalled by how difficult it was to find teaching supplements online (and in general). I’m not an expert on education, but I am a parent, and being part of an industry (i.e., retail) that has been transformed by the Internet and has fundamentally shifted how it engaged with its consumers, I think that educators could learn a few things from retailers:
The Web can give good teachers scale. One of the challenges of good schools is that there are a finite number of slots, just like there’s finite shelf space in a store. Sites like Amazon.com solved that problem by making the Web their storefront. This enabled them to sell OPM (other people’s merchandise) and not incur the most expensive investments of stores — real estate and inventory. Why can’t the Web be our schoolhouse, or at least a new one? That way, there needn’t be a cap on the number of people who can, for instance, view a video of an award-winning teacher teaching. Why don’t we use the power of the Web to make talented teachers available to more students like web retailers have managed to make more products available to more people? Why are questionable for-profit universities the only ones doing this?
Forrester recently released a document entitled “Ratings & Reviews: Q1 2011 Snapshot.” In it, we discuss how eBusiness professionals continue to create value for customers via user-generated product review content. The next evolution of ratings and reviews should prove to be:
More flexible, as a multidimensional approach takes over.
More exposed, as social networks connect brands and consumers.
More pervasive, as retailers use multiple touchpoints to create coordination and consistency.
More strategic, as the information derived from ratings and reviews is utilized across the organization.
Of course, this research document is meant to serve as a snapshot, meant to launch a dialogue about what is happening in the space. With that in mind, what are you seeing in the world of ratings and reviews that wasn’t mentioned here? How are those technologies helping eBusiness professionals succeed? And of what we did highlight in the report, what are some examples you have seen of those being used to their fullest effect?
Read the full report here, and then comment on this post.
I’ve known it was coming for a while, but now that it’s here it’s not quite what I expected. However in a way it’s actually a lot better.
KnowHow.com is, for want of a better description, the customer service portal for the DSGI chain of consumer electronics stores in the UK: Dixons.co.uk, Currys, and PC World. These stores operate in a fiercely competitive but large and lucrative market in the UK and extend their reach into Europe through sister company Pixmania. In recent years wallet share in the CE sector has been moving increasingly online, with brick-and-mortar stores facing the challenge of competing on price with their leaner, lower-cost online rivals. But despite this off-to-online swing, the group is reporting that Internet sales are down.
I was expecting KnowHow to be its revamped eCommerce operation, its response to lackluster digital sales. But interestingly it has done something different. It appears to be trying to step out of the race to the bottom from a price perspective and is positioning itself to begin to compete on a new axis. Service. An interesting play in what could be considered a commodity market.
However, when you learn that its multichannel sales are up 12%, this may not be such a strange move.
Forrester recently published the “State Of Retailing Online 2011: Marketing, Social, and Mobile” report in conjunction with our friends at Shop.org. It is available on Shop.org (with a subscription) now.
Some highlights include:
Understanding which marketing tactics are still leading to growth.
Examining the investment in social and the returns retailers are seeing.
Analyzing mobile and tablet adoption and strategy.