Key Trends In B2C And B2B In 2016 - Unilogcorp

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Key Trends in B2C and B2B in 2016Fiona S. Swerdlow, VP and Research DirectoreBusiness and Channel StrategyFebruary 15, 2016

2016 Forrester Research, Inc. Reproduction Prohibited3

2016 Forrester Research, Inc. Reproduction Prohibited4

Established industries – and industrypractices – are disrupting themselvesSources: WWD, The Business of Fashion 2016 Forrester Research, Inc. Reproduction Prohibited5

“The pace of change is acceleratingfaster than anticipated a year ago.”Blake Nordstrom,Co-President of NordstromApril 2014 2016 Forrester Research, Inc. Reproduction Prohibited6

Agenda› The Age of the Customer is here› B2C eCommerce trends› B2B eCommerce evolution› The compass for businesses: Becustomer obsessed 2016 Forrester Research, Inc. Reproduction Prohibited7

The Age of the Customer is Here 2016 Forrester Research, Inc. Reproduction Prohibited8

John Lewis’ Mayfield challenges companies:“Do you speak channel or customer?”Source: Twitter - @experienceNRF 2016 Forrester Research, Inc. Reproduction Prohibited9

We Are In The Age Of The Customer 2016 Forrester Research, Inc. Reproduction Prohibited10

“Digital Strategy”? – No More! 2016 Forrester Research, Inc. Reproduction Prohibited11

The Age of the Customer is Defined by Four experiences.Turn insightsinto action todrive salesand service.Age of thecustomerCreatecontextualmobileofferings in thecustomer’smoment ofneed. 2016 Forrester Research, Inc. Reproduction ProhibitedLead digitalbusinesstransformationto drivecompetitiveedge.12

B2C eCommerceKeep one eye on Amazon;keep the other eye on mobile. 2016 Forrester Research, Inc. Reproduction Prohibited13

US consumers were forecast to spend 3.3 trillion on retail purchases in 2015Source: Forrester ResearchUS Cross-Channel Retail Sales Forecast: 2014 To 2018

90% forecast to be spent in stores Source: Forrester ResearchUS Cross-Channel Retail Sales Forecast: 2014 To 2018

and 10% forecast to be spent onlineSource: Forrester ResearchUS Cross-Channel Retail Sales Forecast: 2014 To 2018

49% of sales paid for in a store areinfluenced onlineSource: Forrester ResearchUS Cross-Channel Retail Sales Forecast: 2014 To 2018

“Uneasiness is the new normal.”Marian SalzmanCEO, Havas PR North AmericaJanuary 2016 2016 Forrester Research, Inc. Reproduction Prohibited18

U.S. Consumers Are Still Fiscally CautiousU.S. AverageUnemployment:December 2014: 5.6%December 2015: 5.0%Source: U.S. Bureau of LaborStatistics42.5% of U.S. consumers are confident or veryconfident in an economic recovery – but that’s downfrom 50.1% one year agoSource: NRF Retail Insight Center / Prosper Insights & Analytics 2015source:Forrester Research,Inc. nsights (http://customercommunications.com/)19

Gas Prices Have Dropped Dramatically – ButConsumers Aren’t Necessarily SpendingAverage U.S. price per gallon of gasoline 3.30 1.83January 2014January 2016Source: GasBuddy.com 2016 Forrester Research, Inc. Reproduction Prohibited20

"At the tail end of [2014], most economists were dead sure that lowergasoline prices would spark a wave of incremental spending, as[often] in the past .As is now painfully obvious, the Americanconsumer took their gas savings, bypassed the mall, and just wenthome.”Nick ColasChief Market Strategist, ConvergexJuly 2015 2016 Forrester Research, Inc. Reproduction Prohibited21

Amazon keeps gaining share Total revenues ( US azonCostco2015Source: “Form 10-K,” United States Securities And Exchange Commission 2016 Forrester Research, Inc. Reproduction Prohibited22

Makes a splash with digital assistants Source: Amazon 2016 Forrester Research, Inc. Reproduction Prohibited23

And is diving more deeply into logisticsSources: The Seattle Times, The Wall Street Journal 2016 Forrester Research, Inc. Reproduction Prohibited24

By the end of 2016: 4.8 billion individuals use mobile phones 46% of global population are smartphone subscribers 2014 Forrester Research, Inc. Reproduction ProhibitedImage source: k-mobile-order-pay/25

Mobile becomes the primary access device formany consumers, driving retail sales and trafficSource: The State of Retailing Online 2016: Key Metrics, Business Objectives and MobileStudy produced by Forrester, Shop.org and Bizrate (a division of Connexity) 2016 Forrester Research, Inc. Reproduction Prohibited26

Holiday sales via mobile grew 59% YOY,per comScoreSource: MediaPost 2016 Forrester Research, Inc. Reproduction Prohibited27

Mobile changes how companies operateand serve customers30%The % of U.S. retail salesthat will have a mobilecross-channel componentby the end of 2016Source: Forrester “Web-Influenced Retail Sales Forecast, 2015 To 2020 (US)” 2016 Forrester Research, Inc. Reproduction Prohibited28

“Unlike the web that offers all things to all people,mobile serves individuals with just want they wantin their moment of need. Where the web is static,mobile is dynamic and depends on context.”Julie AskVP and Principal Analyst, Forrester“2016 Predictions: Key Trends Will Transform Mobile Engagement”November 2016 2016 Forrester Research, Inc. Reproduction Prohibited29

B2B eCommerceTake B2C eCommerce cues and tailor forthe B2B customer 2016 Forrester Research, Inc. Reproduction Prohibited30

U.S. B2B eCommerce is twice the size ofB2C eCommerce 780 B 1.13 T20152020Source: Forrester Forecast 2015 2016 Forrester Research, Inc. Reproduction Prohibited31

Investment levels by sellers mirror thistrend“Please rate the estimated 2015 investment priorities for the following channels on a scaleof 1 (very low) to 5 (very high).”73%B2B website44%SmartphoneHighB2B print catalogIn-person (store, branch, showroom, etc.)35%22%24%20%21%25%19%34%3rd party partner B2C websites23%29%36%3rd party partner B2B websites12%30%42%TabletCall ase: 110 B2B online sellersSource: Q2 2015 Forrester/Internet Retailer B2B Sell-Side Online Survey 2016 Forrester Research, Inc. Reproduction Prohibited32

Investment levels by sellers mirror thistrend“Please rate the estimated 2015 investment priorities for the following channels on a scaleof 1 (very low) to 5 (very high).”73%B2B website44%SmartphoneLowB2B print catalogIn-person (store, branch, showroom, etc.)35%22%24%20%21%25%19%34%3rd party partner B2C websites23%29%36%3rd party partner B2B websites12%30%42%TabletCall ase: 110 B2B online sellersSource: Q2 2015 Forrester/Internet Retailer B2B Sell-Side Online Survey 2016 Forrester Research, Inc. Reproduction Prohibited33

“When we achieve some measurable salessuccess, we take that upstairs ASAP tojustify more investment.”Senior Director,Multichannel company2015 2016 Forrester Research, Inc. Reproduction Prohibited34

The Rise of the Digitally Enabled B2BSelling Model 2016 Forrester Research, Inc. Reproduction Prohibited35

Self-service B2B eCommerce rivals fullservice B2B commerce in importanceBase: 224 B2B online buyersSource: Forrester/Internet Retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey 2016 Forrester Research, Inc. Reproduction Prohibited36

47% of B2B executives say theircustomers who have migrated toonline self-service are more likely tobecome repeat customersForrester2013Research,Global B2BeCommercePortal Online Survey 2016Q1ForresterInc. ReproductionProhibitedImage source: Mashable.com37

B2B eCommerce self-service customers will trynew products – and also reconsider lapsed brands 2016 Forrester Research, Inc. Reproduction Prohibited38

38% of B2B executives say theircustomers who have migrated online forself-service spend more than othercustomers 2016 Forrester Research, Inc. Reproduction Prohibited39

Customer experience is the onesustainable competitive advantage. 2016 Forrester Research, Inc. Reproduction Prohibited40

Every time customers are exposed to animproved shopping experience, theirshopping expectations are reset to a newhigher level.› Image source: Wikimedia Upload (https://upload.wikimedia.org/)

Experience is a significant factor in the onlineshopper’s journey68%“I am unlikely to return toa website that does notprovide a satisfactorycustomer experience.”Base: 4,485 US online adults (ages 18 and over)Source: Forrester’s North American Technographics Customer Life Cycle Survey 2, 2015 2016 Forrester Research, Inc. Reproduction Prohibited42

The experience bar for B2B eCommercesites will continue to rise 2016 Forrester Research, Inc. Reproduction Prohibited43

Across sectors, business leadersprioritize customer experienceSource: Forrester’s Business Technographics Global Priorities And Journey Survey, 2015 2016 Forrester Research, Inc. Reproduction Prohibited44

Brick and mortar retailers buy digitalexperience know-howSources: WWD, Chicago Tribune, Fortune 2016 Forrester Research, Inc. Reproduction Prohibited45

Branded manufacturers strategize, pivot,partner, invest to compete Source: Twitter - @experienceNRF 2016 Forrester Research, Inc. Reproduction Prohibited46

And aim high to capture direct customers andsalesSource: Twitter - @experienceNRF 2016 Forrester Research, Inc. Reproduction Prohibited47

“Department stores must be a place for customersto come and get away from the everydaychallenges in their lives, and to be entertained whilethey shop.”Terry Lundgren,CEO, Macy’sJanuary 2016 2016 Forrester Research, Inc. Reproduction Prohibited48

Customers expect associates to be able to domoreSource: Forrester’s North American Technographics Retail Survey 2015. Base: 4556 US online adults 2016 Forrester Research, Inc. Reproduction Prohibited49

Retailers transform stores from places to shopto places to engage“We believe it’s our job toput the customer at thecenter of everything we do,by giving them easy accessto Nike products andexperiences in distinctiveretail environments onlineand in-store.”-Christiana Shi, Nike 2016 Forrester Research, Inc. Reproduction Prohibited50

Sephora adds value by providing a unique,engaging, personal shopping experience 2015 Forrester Research, Inc. Reproduction Prohibited51

“It’s hard to find experienced B2BeCommerce folks we’re having to stealtalent from B2C.”Vice PresidentMultichannel Company2015 2016 Forrester Research, Inc. Reproduction Prohibited52

Omnichannel Expectations Are High 2016 Forrester Research, Inc. Reproduction Prohibited53

Unfortunately, too many omnichannelexperiences today are brokenImage source: Flickr

“Who gets credit for the sale?”If everyone gets credit, then everyone isfocused on the customer 2016 Forrester Research, Inc. Reproduction Prohibited55

29% of consumers agreethey are less likely to visit astore if its in-store inventory isnot available onlineNorth American Consumer Technographics Retail Online Benchmark Recontact Survey, 2015Imagewww.gettyimages.com source:2016 ForresterResearch, Inc. Reproduction Prohibited56

Available / Not Available doesn’t cut itSource: CVS website 2016 Forrester Research, Inc. Reproduction Prohibited57

Transparency wins the consumer’s heartSource: Canadian Tire website 2016 Forrester Research, Inc. Reproduction Prohibited58

Hand over your enterprise supply chainSource: IKEA website 2016 Forrester Research, Inc. Reproduction Prohibited59

Communicate clearly and earlySource: Bloomingdale’s email; Futureshop 2016 Forrester Research, Inc. Reproduction Prohibited60

Store pickup has to be fastImage source: Best Buy Canada (www.bestbuy.ca) 2016 Forrester Research, Inc. Reproduction Prohibited61

The in-store experience has to be flawlessImage source: adressed.gapinc.com 2016 Forrester Research, Inc. Reproduction Prohibited62

Customer Obsession Is The CompassBe customer-led to change yourorganization 2016 Forrester Research, Inc. Reproduction Prohibited63

Digital leaders and their teams must adapt tothe principles of the Customer-ObsessedOperating ModelSource: Forrester Research. “The Operating Model For Customer Obsession” report. 2016 Forrester Research, Inc. Reproduction Prohibited64

Guess who designed Vanderbilt’s pathways?Image source: Redditweekly.com 2016 Forrester Research, Inc. Reproduction Prohibited65

Customer-Obsessed Companies Embrace Four MutuallyReinforcing Market ImperativesHome DepotEmbrace themobile mindshiftTurn big datainto businessinsightsTransform thecustomerexperienceAccelerateyour digitalbusinessNew systems willenable contractorsto order on thesmartphone, pickup in storeMonitors socialmedia for insightsinto customer shiftsStaffers armed withhandheld devicescan directcustomers to finddesired productsInvesting over 300million to updatesystems to powerthese newexperiencesSource: Forrester - Winning in the Age of the Customer. April 2015 2016 Forrester Research, Inc. Reproduction Prohibited66

In Summary› Competition and market complexity grow› Develop self-service options as part of your suite ofofferings for your B2B customers› Invest in a robust metrics framework to know how yourbusiness is tracking – and how to adjust› Learn best practices from the industry – don’t fall into thetrap of “Not Invented Here”› The Age of the Customer is here: obsess about yourcustomer – not shiny objects 2016 Forrester Research, Inc. Reproduction Prohibited67

Thank youFiona SwerdlowVP, Research Directorfswerdlow@forrester.comforrester.com

Base: 110 B2B online sellers Source: Q2 2015 Forrester/Internet Retailer B2B Sell-Side Online Survey 73% 44% 42% 36% 34% 24% 21% 19% 15% 30% 29% 19% 22% 20% 12% 15% 12% 23% 25% 35% 36% 45% 53% 36% B2B website Smartphone Tablet 3rd party partner B2B websites 3rd party partner B2C websites Call center/phone B2B print catalog In-person (store .

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