ecom: disruption delivered next-day...electronics-5% +6% stated truth confidence is impacting...
TRANSCRIPT
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ECOM: DISRUPTION DELIVERED NEXT-DAY
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FAST FORWARD
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THE TAILWIND OF COVID-19 HAS DRAMATICALLY ALTERED THE LANDSCAPE OF ECOMMERCE
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PLACING ECOMMERCE SQUARELY AT THE CENTRE OF SALES STRATEGIES
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WHICH HAS SIMULTANEOUSLY SHORTENED AND WIDENED THE FUNNEL ALL AT ONCE
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AND DIGITAL-NATIVES WERE PERFECTLY POISED TO BENEFIT FROM THE SURGE IN DEMAND
+9% TRAFFIC GROWTH+30% CONVERTED VISITS+7% CONVERSION RATE+11% PURCHASE FREQUENCY
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NECESSITY > RISK: RISING NUMBER OF 3P SELLERS
0%
10%
20%
30%
40%
50%
60%
70%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
6.9% CAGR
EXPECT COVID-19 TO
INCREASE THIS NUMBER
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COVID-19 HAS BROUGHT DIGITAL TRANSFORMATION TO THE FRONT OF THE QUEUE
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ON THE SUBJECT OF QUEUES...
JANUARY FEBRUARY MARCH APRIL
2019 2020
+900%
…
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IT’S THE AGILITY OF NEW ENTRANTS TO FILL THE GAPS LEFT BY INCUMBANTS
+62% +45%
+94% +26%
SOURCE: SHOPIFY EARNINGS CALL, Q1 2020
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THERE ARE ABSOLUTELY NO BARRIERS TO ENTRY; THOSE WHO HAVE MANAGED THE TRANSFORMATION ARE REAPING THE REWARDS
CTO
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BUT COMMERCE TRANSFORMATION
REQUIRES A LEVEL OF READINESS
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CUSTOMER
EXPERIENCE
CONNECTION
COMMERCE
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‘ALGORITHMIC
RETAIL’ HAS
DEMOCRATISED
WHO WINS.
ECOMMERCE IS A
MERITOCRACY. (SALES VELOCITY)
FULFILMENT(METHOD)
DIRECT
FACTORS
I
$
INDIRECT
FACTORS
INTENT-RELEVANCY(TITLES, FEATURES, PDP’S)
AVAILABILITY(IN-STOCK RATE)
PRICE(MARGIN/BENEFIT)
SALES VELOCITY
RATINGS(VOLUME & SCORE)
ASSETS EBC
MEDIA
PROMOTIONS
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AND ECOMMERCE IS NOT TO BE IGNORED:WHEN OLD HABITS BREAK, LONG-HELD BEHAVIOURS BREAK WITH THEM
52
77
55
48
54 55 5652 51
Australia China France Germany India Italy Spain UK US
Source: How are habits formed: Modelling habit formation in the real world, Lally. P
NEW HABITS FORMED:
66 DAYS
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A SURGE IN SALES SPURRED GLOBAL OPTIMISM
UPON REOPENING OF MALLS IN CHINA, SHOPPING STARVED CONSUMERS INITIALLY OVERCOMPENSATED BY SPENDING MORE THAN NORMAL
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WHILE IN-STORE PURCHASES SLOWLY RECOVER, LABOR DAY WAS SEEN AS THE FIRST REAL ACID TEST OF RETAIL RECOVERY & ECOMMERCE DIDN’T DISAPPOINT
+28%SALES YoY +50%
CATEGORIES
SOURCE: AZOYAGROUP
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WHEN THE DUST SETTLES
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STATED TRUTH +REVEALED TRUTH = ACTUAL TRUTH
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Q: ‘I’M WORRIED ABOUT MY FINANCES AT THE MOMENT’
A: 27TH APRIL 2020
US: +48%
UK: +39%
IN: +70%
CN: +47%
ES: +62%
IT: +58%FR:+46%
DE: +34%
SOURCE: MINDSHARE COVID-19 TRACKER, WAVE 3
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THERE HAVE BEEN WINNERS AND LOSERS ACROSS THE CATEGORIES; APRIL IS SHOWING SIGNS OF MARKET GROWTH.
+21%
FOOD & DRINK
APPAREL BEAUTY PETSMARKETPLACES
-7% -5% +10% +10%
SOURCE: SIMILARWEB, CATEGORY ANALYSIS
JAN-APR YoY
APRIL YoY +46% +1%-7% +17% +8%
CONSUMERELECTRONICS
-5%
+6%
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STATED TRUTH CONFIDENCE IS IMPACTING ATTITUDES TO SPENDING ON NON-ESSENTIALS
REVEALED TRUTH
ACTUAL TRUTH
SALES OF ESSENTIAL PRODUCTS HAVE DOMNITED, BUT OTHERS ARE REBOUNDING
SOME CATEGORIES ARE NOT JUST REBOUNDING BUT DELIVERING YoY GROWTH
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In times of uncertainty, there are some things we know we know
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Known Known #1: There are only so many hair clippers you need
Source: Change in UK Search Volume, Google,2020.
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eCommerce maturity accelerates
China
$1.9bn
US
$586m
UK$142m
Japan$115m
South Korea$69m
Germany$82m
France$70m
Canada$50m
Russia$27m
Source: eMarketer, 2020.
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Shoppers will form new channel preferences
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Known Known #2: We’re entering a huge recession
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And in recessions, consumers become more value conscious
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Pricing strategy will become mission critical
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Pricing strategy will become mission critical
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Known Known #3: Private Label shopping is rife during recessions
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Source: Kantar, April 2020.
At the same time, shoppers are more loyal in eCom
Buy the same brand when both
purchases happen online
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NEW PRIORITIES
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RE-EMBRACING THE LOCAL
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AND SHIFT TO SELL IN NEW WAYS ONLINE
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BECOMING THE HEROS OF THEIR LOCAL COMMUNITIES
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BY BUILDING MORE PERSONAL CONNECTIONS
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BIG BRANDS ARE BUILDING DIGITAL COMMUNITIES AT A MACRO LEVEL
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BIG BRANDS ARE BUILDING DIGITAL COMMUNITIES AT A MACRO LEVEL
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AND FOCUS ON CONTENT TO ADD VALUE
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AND FOCUS ON CONTENT TO ADD VALUE
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BUSINESSES KNOW: ADDING VALUE NOW WILL SERVE THEM WELL POST-CRISIS
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CRUCIALLY: MEANINGFUL, RELEVANT CONTENT DRIVES SALES
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CRUCIALLY: MEANINGFUL, RELEVANT CONTENT DRIVES SALES
TRAFFIC
SALES
+33% YoY
+48% YoY
TRAFFIC
SALES
-15% YoY
-5% YoY
Source: Similarweb, UK, March 2019 vs. 2020, Visits & Converted Visits
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CONNECTING
CONTENT +
COMMERCE
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CONNECTING CONTENT + COMMERCE
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HYGIENE WILL SHAPE FUTURE SHOPPER CHOICES
are more aware of
their hygiene habits
& behavioursSource: Covid-19 Tracker, Mindshare, 2020.
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IN ECOM, WE WILL SEE BRANDS EMBRACE NEW TECH AS A RESULT
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AND BUSINESSES
RE-ASSESS SALES
STRATEGIES
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NOT THE ONLY CRISIS WE FACE
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SUSTAINABLE COMMERCE
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TAKEAWAYS
1 2 3
eCommerce shows tremendous opportunity. Transformation needs to happen quickly and focus on Customer Experience +
Connection.
Brace for a world of savvier, price conscious shoppers. Setting brand preferences now will bring long-term
advantage.
Covid-19 is reshaping shopper priorities.
Anticipate what will matter to consumers to become
future fit.