Key Trends In B2C And B2B In 2016 - Unilogcorp
Key Trends in B2C and B2B in 2016Fiona S. Swerdlow, VP and Research DirectoreBusiness and Channel StrategyFebruary 15, 2016
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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 .
2014 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs 90% of B2C marketers use content marketing. USAGE Last year, 86% of b2C marketers said they used content marketing. While 93% of large b2C companies, 94% of midsize companies, and 95% of small
The companies included in this study are leaders in this shifting dynamic. Cisco’s sponsorship of this . Team Member Resource Groups Program Manager, Wells Fargo INTRODUCTION. . Customer Pro le — B2B vs. B2C B2B and B2C B2C B2B Customer Profile (B2B vs. B2C) 0 % 2 4 6 8 1 E m p l o y e R s u r c G f P a r t i c p n C o m e s
B2C E-Commerce Overview of Brazil and International Comparisons, 2014 Top 15 Countries Worldwide by B2C E-Commerce Sales Excl. Travel, in USD billion, incl. Brazil, Ranked by 2014f, 2012 - 2017f Top 10 Countries Worldwide by B2C E-Commerce Sales Growth incl. Travel, incl. Brazil, in %, 2013
most common types of relationships for small and medium companies – B2B and B2C, there are many differences. Saini, Grewal & Johnson (2010) describe main differences in their article: First, B2C buyers are more likely to switch, therefore the loyalty of B2C is lower than B2B.
converse & convert/ marketing the brand www.brandwatch.com B2B vs. B2C Marketing on Social Media B2C marketers led the charge into social media marketing. Today, B2B marketers are taking pages from B2C marketers' playbooks - applying subtle changes and making equally substantial strides in understanding and engaging online consumers.
B2C marketing. We will share instructive case studies, examples and anecdotes about companies that have tried this approach with success. You will learn to evaluate: The differences between B2B and B2C marketing How to think through whether a B2C strategy makes sense for your business Wha
UNCTAD, DIVISION ON TECHNOLOGY AND LOGISTICS SCIENCE, TECHNOLOGY AND ICT BRANCH ICT POLICY SECTION TECHNICAL NOTE NO9 UNEDITED TN/UNCTAD/ICT4D/09 OCTOBER 2017 UNCTAD B2C E‐COMMERCE INDEX 20171 1 Introduction This report presents the 2017 edition of the UNCTAD Business‐to‐Consumer (B2C) E‐
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