TRUSTe integrated commerce 020811

Janet Jaiswal – Director Mobile Products, TRUSTe

Andreas Ryuta Stenzel – Online Marketing, TRUSTe

Armando Roggio – Editor, Practical E-commerce

Integrated Commerce: Building Trust

Across Your Marketing Mix

#TRUSTEwww.truste.com

About TRUSTe

Our Name Speaks Trust:

• 14 Years of Trust Online

• ~4,000 Customers Globally

• 1M+ Visitors Verify Our Clients Monthly


Topics

• How to increase sales by building trust across your

marketing channels.

• How to build trust to increase visitor engagement.

• Examples of how companies have used to multiple

marketing channels to increase sales.

Polling Question #1

Where do you have marketing channel

coverage as we head into 2011?


“I” After “E”: Shifting from E-commerce to I-commerce

• The keys to making the shift from “e” to “i” commerce are:

– Approaching each touch-point as a holistic component of your brand experience

– Applying your brand assets and marketing messaging consistently

– Driving traffic to, from and among your touch-points with cross-media

experiences

– Providing a consistent (and consistently high-quality) user experience

• In the next sections, we break down each touch-point to show how you can

better integrate it with your other experiences.


I-commerce Channel Strategy: From the Web to the World

• The traditional e-commerce website needs a make-over.

• Your website as anchor for online sales and as a portal to other touch-

points

• Provide on-site mobile app downloads of branded experiences and

shopping tools

• Socialize your site with sharing buttons for Facebook, Twitter, and other

social media and bookmarking sites

• Turn your site’s e-newsletter into a multi-channel marketing tool by

including promotions and coupons for each touch-point in a single mailing

• Showcase in-store, social and mobile events and sales on a “Shop

Everywhere” section of your site


Mobile Overtaking Computers

– By the end of a 2010, more than a billion mobile devices were connecting to the

web…and that number will soon overtake the 1.3 billion computers connected

to the web.Source: IDC (International Data Corporation)

• I-commerce Channel Strategy: Mobile Meets the Marketplace

• Shifts Balance of Power from traditional websites to the portable

• Ensure that your brand assets scale down for mobile devices

• Drive traffic to destination sites and brick-and-mortar stores through

location-based promotions such as Bluetooth coupons; check-ins via

FourSquare and Google Places

• “App-ify” your in-store experience by adding scannable product tags, so

customers can share and compare with friends before buying (and create

wish-lists on the fly)

• Create decision-support tools that empower customer interaction with your

brand.


Retailers have a big opportunity with mobile

• Mobile shopper have the most desirable demographics for

retailers:

• Tends to have a modern phone

• An expensive data plan

• Is likely to spend a lot of money

• Mobile shopping users will account for almost 30 percent of

all retail spending -- online and offline during the 2010

holiday season 1.

• 1 in 2 consumers give a preference based on whether a

retailer has a mobile site or not 2.

1 Source: IDC2 Brand Anywhere polled over 1,000 consumers in Nov. 2010 on whether a brand’s mobile

readiness affected their purchasing decisions.


Mobile commerce best practice example: mobile optimized

website

Example:

• Product reviews on a

mobile-optimized web site

accessed via a mobile device

Features:

• The ability to write and read

reviews of all products

Benefits:

• Enhances shopping

experience

• Drives in store and online

sales

• Gives consumers an

additional tool to make

purchase decisions

• Allows consumers to share

Image source: Steve Madden

Mobile-optimized web siteRegular web site

(not optimized) for mobile


Mobile commerce best practice example # 2: Mobile App

Features:• Allows consumers to see if a product is in stock at a nearby store

• Links to directions and phone number of that store

Product Page – Find in Store Button Find in Stores – Asks for Current Location Find In Stores: Results

Once the results

are given, users

have the option to

get directions or

call the store

directly

Benefits:• Drives in-store sales

• Builds loyalty, as users don’t have to visit the store just to

find out the product they want is out of stock

Image source: Steve Madden

Example:Mobile app that allows consumers to check product availability


Tips for overcoming user fears with mobile commerce

• Care in handling user data is critical. Companies want to engage and

personalize users’ experiences when they are interacting

with their mobile app or mobile site.

• The following technologies raise consumer

privacy concerns:

– Geo-location / GPS

– Social networking capabilities

– Advertising + location


Tips for overcoming user fears with mobile commerce

• Location-aware applications benefits:

– Bring discounts and promotions directly to users at the point of purchase

– Help Marketers to target offers and advertisements through increased

relevance, accuracy, and timeliness.

– Provide valuable, real-time data about customer preferences.

• Despite many consumer benefits

users are concerned:

– 76 percent of consumers said that

security around purchase

transactions is a major concern

according to a poll by ABI Research

in 2009.

– 55 percent of Smartphone users

fear loss of privacy through mobile

apps w/ geo-location services

according to a July’10 survey by

Webroot.


Mobile App & Mobile Web Site Privacy Certification

Assure mobile users on privacy-sensitive issues

such as use of geo-location, advertising, social

networking technologies, mobile analytics and

marketing to children

Benefits

• Address consumer privacy concerns

• Differentiate your mobile app or mobile web

• Enjoy download and registration lift

• Address concerns unique to mobile

• Graphical privacy policy is optimized for

mobile devices

• Users can provide privacy feedback about

your mobile app or web site

MOBILE-OPTIMIZED PRIVACY POLICY

AFTER

BEFORE

BEFORE


I-commerce Channel Strategy: Social Likes Commerce

• Like, Wow!

• Tweet Commerce

• Tips for you

– Make the most of social commerce (s-commerce) by using social tools to

expand your brand messaging while driving transactions within and across

other channels.

– Turn your Facebook Fan Page into an commerce channel with Off the Wall and

other buy-on-page tools

– Use Facebook to promote in-store, mobile and destination site events and

offers

– Customize your Twitter page for brand consistency

– Use hash-tags (#) to promote cross-pollination of Twitter postings about your

brand’s messaging and promotions

– Encourage social interactions among brand fans on review sites (such as Yelp)

and consumer forums by offering escalating recognition (such as “super user”

status) for increased engagement.

• Take away:

– Social tools help drive traffic to your e-commerce site

– Social tools help increase your brand presence


High monthly page views at SNS is good for advertisers


Social networking features lets retailers engage and deepen

customer relationships, which can result in additional revenue.

14%15%

24%25%

26%28%

32%

35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Findings by Shop.org & Forrester

Percent of retailers who planned social networking features

into their mobile initiatives in 2010


I-commerce Channel Strategy: Make More of In-Store

• Brick-and-mortar store has never been cooler.

• Channel integration is creating an “all in the commerce family” feeling

• Online Research Drives In-Store Sales

– According to eMarketer, in 2008, for every $1 spent online, web-based research

influenced another $3.45 in brick-and-mortar spending. By 2012, eMarketer

estimated that number would double. Source: eMarketer, February 26, 2008

• Tips for you:

– Re-create the best of your online experiences for in-store interaction

– Enable automated check-ins and couponing so mobile users are rewarded

every time they step inside your store

– Use virtual tools to allow product customization and fitting, as NikeTown and

New Balance do in their stores.

– Reference your other touch-points on in-store signage, circulars and shopping

bags

Polling Question #2

What are the Biggest Opportunities You See

for Driving Online Traffic in 2011?


Examples of Well-Integrated Campaigns


Conclusion: I-commerce is Greater Than the Sum of Digital

Parts

• The e-commerce landscape has already shifted beneath our feet in the

past year, with the meteoric rise of mobile and social commerce. It’s time

for companies to catch up to this new wave with consistent, on-brand and

cross-media experiences that reflect how customers view companies from

the outside: As whole brands that are greater than the sum of their digital

parts.

• The keys for i-commerce success:

– Be consistent in your branding, messaging and policies across all channels

– Blend as many touch-points as possible by combining mobile and social, web

and in-store, etc.

– Drive traffic across and within different channels to create a seamless

experience for your users.

•


1000s of Companies Succeed


Summary: Build Confidence to Skyrocket Conversion Rates

86% of consumers are familiar with the TRUSTe Trustmark

and look for it online*

71% of consumers said that they think it is important that the

online company they do business with display some kind of

Trust-mark or logo

Research shows that every complaint can represent

10 customers lost

88% of online shoppers said that the protection of their

personal data was their top concern**

*

*Independent paid 3rd party research

**Source: Hochmuth, Phil. Trust Marks: What’s Behind the Label Counts. Publication. Comp. McAfee. Boston, MA: Yankee Group Research, February 2009

Thank You !

Janet Jaiswal

www.TRUSTe.com

[email protected]

#TRUSTe

Twitter: JanetJaiswal

Andreas Ryuta Stenzel

www.TRUSTe.com

[email protected]

#TRUSTe

Armando Roggio

www.practicalecommerce.com

TRUSTe integrated commerce 020811

Technology

Transcript of TRUSTe integrated commerce 020811