European eCommerce Pure Player Award Winner 2014 Announced!

Michelle Beeson

For the past few days, I have been soaking up the sun in Barcelona at the Global eCommerce Summit 2014.  In amongst attending some great presentations from the likes of Alibaba GroupTesco,Adolfo Dominguez and Philips, I was also part of the jury to select the Pure Player Award winner for 2014.

A long list of European pure player retailers were put through a rigorous Shop Experience Audit by GfK to identify a short list of five players that six jury members evaluated. The short list of candidates included Net-a-Porter, ASOS, Amazon, Zalando and Yoox.

It's been a tough choice because all candidates are very strong players. But, we the jury persevered and evaluated the candidates based on innovation, customer engagement and consistent multitouchpoint presence.  Here are the winners:

  • Winner Gold: ASOS. Jury Assessment: ASOS goes beyond purely generating sales. They work to be present at their customers’ moment of need at every stage in the customer life-cycle, including engaging customers so they come back again. Their content and communication is consistent, as is their presence across devices. They have strong growth from international sales and a multi country presence. They've also launched innovative features like the 'fashion finder' function and a pilot program for changing rooms at pick up points.
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Data Is Beautiful (Or At Least, It Can Be)

Allegra Burnette

The Eyeo Festival took place in Minneapolis last week. I missed it. I missed it for a very good reason, which is that I just started a new job as a Principal Analyst at Forrester Research. But I still followed from afar, wishing I could hear firsthand about some of the fantastic projects and ideas that get presented there (and I’ll certainly check out the videos as they get posted).

What is the Eyeo Festival, you might be wondering? It’s a small annual conference that “brings together creative coders, data designers, and creators working at the intersection of data, art, and technology for inspiring talks, workshops, labs, and events.” I’ve been to two out of the four conferences and have come away both times incredibly inspired and impressed. This is not just big data. This is big, beautiful, informative data. The coders, designers, and creators both at Eyeo and elsewhere provide living proof that big (and small) data doesn’t have to be ugly, messy, or impossible to understand.

It can have an emotional impact and make a point like this project by Kim Rees and Periscopic, which uses mortality data from the World Health Organization to estimate the number of years lost to gun deaths in 2013 alone.

U.S. Gun Deaths in 2013

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Customer Experience Q&A With Stephen Cannon, President And CEO, Mercedes-Benz USA

Harley Manning

When I was 10 years old, I heard my father and my Uncle Bob talking about the car they’d most like to own. Noticing me, Uncle Bob asked, “How about you, Harley? What car do you want to drive when you grow up?”

I immediately answered, “A Mercedes!”

My father’s eyes widened as Uncle Bob replied, “You have excellent taste.”

Forty years later, Mercedes-Benz still symbolizes “excellent taste” for me and millions of other people around the globe. It’s not just about high quality: The Mercedes brand sets a standard of comparison; it’s shorthand for “great experience” and “luxury.”

And that’s why we’re so excited that Stephen Cannon, the president and CEO of Mercedes-Benz USA, is our lead-off industry speaker at Forrester’s Forum For Customer Experience Professionals East next week in New York. Cannon is just perfect as the keynote address for an event with the theme “Good Is Not Good Enough” — because for Mercedes-Benz, just being “good” would be a serious disappointment.

As we approach the event, Stephen was nice enough to answer some of our questions about the Mercedes-Benz customer experience. Check out what he has to say — and I hope we both see you out in the audience next week at the New York Hilton.

Q: When did your company first begin focusing on customer experience? Why? 

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Why Usage-Based Car Insurers Need Don Draper

Ellen Carney

Don’t you hate when a company advertises a product but fails to make it easy to find and buy?

Mad Men’s Don Draper, who, in the 1960’s could have been as likely to work in insurance as advertising (but the story would have been not nearly so interesting), would have a field day with the findings from Forrester’s just published report, “The Next Act For Usage-Based Car Insurance”, the first in a four-report series addressing the UBI landscape in the US, Canada,and Europe and the future of UBI. 

Smart devices, smartphones, and smart cars are converging to create what should be a smart insurance choice for safe drivers and their insurers. The report examines American consumer interest and adoption of usage-based car insurance and the obstacles to purchase, many of which point directly to insurance eBusiness failings.

When Forrester last looked at the UBI market in 2008 (then termed “Pay As You Drive” or PAYD), consumers couldn’t get it because of a big distribution problem:  It was offered by few insurers in just a few states.  A couple of months ago, we decided to see just what had changed over the past five or so years when it came to consumer interest and purchase.  What did we learn?

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Do you have what it takes to be a loyalty legend?

Emily Collins

There are more than a few loyalty-esque proverbs that float around marketing departments and boardrooms everywhere: "repeat customers spend more," "it costs five times more to acquire a customer than to retain a customer,"  "80% of your revenue is driven by 20% of your customer base." If you are reading this blog post, chances are that you have uttered at least one of these phrases at some point in your career. But, if you've ever tried to put your money where your mouth is, you also know that achieving true customer loyalty requires strategic alignment, deliberate planning, and financial and cultural commitments. Loyalty is both behavioral and emotional, and companies that really want to compete for their customers’ loyalty need an evolved approach that extends beyond the program.

To help you understand where your loyalty strategy stacks up, Forrester has developed new self-assessments that examine loyalty from two points of view: the business' and the member's:

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Possible Ways To Monetize WeChat

Xiaofeng Wang

Mobile messaging apps are super-hot, but it’s still early days for monetization. WeChat, the largest mobile social platform in China, has been focusing on building a large user base globally and maintaining stickiness by upgrading its functionalities constantly. With the strong support of Internet giant Tencent, monetization is not an urgent concern for WeChat yet, but it has paved the way for many monetization options.

There are three options that could work well in monetizing WeChat:

  • Mobile gaming. Online gaming is Tencent’s best strength and the primary source of its revenue, so it’s natural for the Internet giant to want to transfer that strength to mobile. For example, when Tencent launched its first WeChat game, the Candy Crush-like Tiantian Ai Xiaochu, it soon became the most downloaded game in the app store. In-app purchases in games will become an important money generator for WeChat.
  • Mobile commerce and payments. Selling products on the WeChat platform is not new; last year, local smartphone brand Xiaomi sold 150,000 units in 10 minutes on WeChat. But with the successful launch of the new WeChat Payment service and its cooperation with JD.com, China's second-largest eCommerce player, mobile commerce and payments will soon become scalable on WeChat.
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The Enterprise Marketing Software Landscape, 2014 Edition

Corinne Munchbach

Forrester has written about enterprise marketing software (EMS) for almost a decade and in the course of that 10 years, there are a meager two things that have stayed the same: 1) the name and 2) the fact that we're talking about technology marketers use. Beyond that, the EMS space has undergone enough major change to be almost unrecognizable from earlier renditions. To that end, I just published a new/old report called "Let's Revisit The Enterprise Marketing Software Landscape (Again)" that builds on our existing years of research but offers a significant makeover to the categories and how we think about the components of the marketing software technology stack. Where used to put capabilities into four pretty traditional buckets — marketing management, brand management, relationship marketing, and online marketing — now we offer four new buckets, based on our contextual marketing research. The four new categories are interactions, analytics, insights, and automation.

In the report, I lay out what today's contextual marketer needs to do her much more complex job and therefore what she seeks in her technology. I also offer a lay of the land for a space that continues to change radically and rapidly. The report also highlights the core capabilities the vendors in each of the four categories provide today — and some of the areas on which they need to focus to really stand out for marketers. 

Give it a read and then let me know what you think of our categories and how you're sourcing all of these capabilities in your marketing org today. Enjoy!

A Mobile Moments Interpretation On Priceline's Purchase Of OpenTable

Josh Bernoff

You doubtless saw the recent news that Priceline bought OpenTable for $2.6 billion.

A lot of the articles on this talk about why it "makes sense" (the typical after-the-fact justification that journalists do). Once you get past the dining puns in the headlines, you learn that the merger makes sense because Priceline sells mostly outside the US and OpenTable mostly within the US -- so they can target each other's customers. Or it makes sense because Priceline can sell restaurant reservations to its travelers.

These justifications are all true, but allow me to propose a different justification. Imagine for a moment that the world is undergoing a mobile mind shift -- and that mobile moments are becoming more valuable. OpenTable has dominated the restaurant reservation moment. You can be anywhere, decide to make a reservation, check reviews, and book a table in a moment. It's a perfectly suited task for an app, and the OpenTable app is perfect for it.

OpenTable has also cleverly embedded itself into restaurants -- many of them use its system to manage reservations, even as their customers use it to make reservations. I don't know if there is a restaurateur app from Open Table, but there ought to be. Why not manage the reservations on your mobile device as well?

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The Data Digest: How Do Consumers Perceive Corporate Mergers?

Anjali Lai

With Kristopher Arcand

From Time Warner and Comcast to AT&T and DirecTV, corporate mergers appear to be the latest tactic in winning the battle for market share and driving innovation. From a business perspective, the strategic advantages of such mergers may be clear — but what do these changes look like from the consumer’s viewpoint? To understand consumer reaction to the latest series of merger announcements, Forrester leveraged its Technographics360 approach of linking multiple data sources to give a holistic view of consumers. Specifically, we tuned into online chatter with our social listening platform and engaged our ConsumerVoices market research online community for this analysis.

According to the data, consumers associate mergers with increased costs, fewer opportunities for choice, and decreased product and service quality. While a few individuals appreciate the potential for innovation that mergers might afford, the prevailing sentiment is uncertainty:

The fact that individuals are wary of these corporate mergers partially stems from the timeless truism that “people are afraid of change.” To mainstream consumers, a large merger suggests a loss of customer control and greater uncertainty; according to the Harvard Business Review, these are the top two qualities that underpin a fear of change.

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Digital Business Means its Time to Evolve

Martin Gill

I’m returning from three days at Forrester’s Technology Management Forum in London. The theme was “Unleash Your Digital Business”, and a very public event on the first day hammered home the timeliness and relevance of the story.

Parliament passed the “Ordinance for the Regulation of Hackney-Coachmen”in 1654.  London at that time would have been unrecognizable to the modern city-dweller. Over a decade before the Great Fire destroyed swathes of the medieval city. Almost 200 years before Charles Dickens immortalized the orphans, beggars and thieves of the smog-shrouded slums of the industrial revolution. But in essence, the act of hailing a taxi remained unchanged since that day.

You stand on a street, wave at a driver and take your chances.

Enter Uber.

And Hailo, and a number of other clones, but Uber is the main bone of contention here. Uber represents the future. It empowers consumers to make a choice, placing power in their hands, and removing it from the service provider. It’s a poster-child for the Age of the Customer. And London’s taxi drivers aren’t happy about it. I will stop short of debating the politics or legislative aspects here – suffice to say that London’s taxi drivers are so unhappy that an estimated 12,000 of them took to the streets on Wednesday to protest. It was messy. And tragically misguided.

The following day, three interesting things happened.

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