E-commerce voor Uitgevers Nationale uitgeefdag 2014
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SHOPPEN IN 2020
Uitgevers zetten in op e-commerce als nieuwe B2C inkomstenbron
26/11/2014 2
Is e-commerce een geschenk van God?
26/11/2014 3
Uitgevers zijn retailers geworden
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en retailers gaan volop omnichannel
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Gaan ze nu allemaal in de Red Ocean vissen?
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Een webshop starten is geen garantie voor succes
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En de grote spelers spelen powerplay
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Reden genoeg voor Shopping 2020
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Disintermediatie
Google Glasses
3D Printing
Amazonization
Veranderende consument
AXEL GROOTHUIS
Even voorstellen
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Programma management Shopping 2020
Voorzitter twee Shopping 2020 expertgroepen
SHOPPEN IN 2020 Hoe shopt de consument in 2020?
Shoppen in 2020
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Groeivoorspellingen
Marktontwikkelingen
Consumententrends
83%
17%
Verhouding online/offline aankopen
Offline sales Online verkoop
35%
14% 13%
9%
7%
6%
4%
4% 4%
1%
1% 1% 1% 1%
Marktaandeel per segment
Food/Nearfood/Health
Home & Garden
Fashion: apperal
Consumer electronics
Insurances
Travel packages
Fashion: shoes & personal lifestyle Flight tickets & accommodations Telecom
Media & Entertainment
Toys (excl. Games)
Event tickets
Books
Sport (hardware)
Waar staan we anno 2012: 65.9 miljard euro consumenten uitgaven waarvan 17% online wordt gekocht
26/11/2014 Source: Desk research GfK 2012 * The definition of consumer spending is smaller than applied by CBS and can be found in the full report. 13
Online groeit de komende 7 jaar explosief
26/11/2014 Bron: GfK Expertonderzoek, September 2013 onder 444 Experts 14
Online, 20%
Offline, 80%
2013
Online, 28%
Offline, 72%
2017
Online, 36%
Offline, 64%
2020
Nederlandse consument verwacht meer dan 50% van zijn aankopen online te doen in 2020
26/11/2014 Bron: GfK Consumentenonderzoek, November 2013 onder 12.0000 Consumenten 15
2020
Online Offline Onderzoek onder 12 000 consumenten
17%
50% 53% 53% 57%
49% 36%
21% 20% 23% 10% 10% 8% 13% 1%
+19%
+31% +23% +23% +14% +14%
+15%
+26% +20% +11%
+17% +17% +14% +9%
+13% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90% status 2012 groei t/m 2020
36%
81% 76% 76%
71% 63%
51% 47% 40%
34% 27% 27%
22% 22% 14%
Status 2020 Status 2012
De groei van online verschilt sterk per segment Online marktaandeel per marktsegment in 2020
26/11/2014 Bron: GfK Expertonderzoek, September 2013 onder 444 Experts 16
Consumenten gaan omnichannel In Amerika groeien omnichannel retailers harder dan pure players!
26/11/2014 Estimote with iBeacons 17
Groei van mobiel doet klantgedrag sterk veranderen
04
Key Takeaways Mobile search is the starting point. Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store.
The retail landscape is evolving for all industries. Mobile use in stores is not category speci!c - Nearly 2/3 of baby product shoppers compare prices in-store.
Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping
Shoppers who use mobile more, spend more in-store. Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping.
26/11/2014 Google Shopper Marketing Council, April 2013 www.google.com/think/research-studies/mobile-in-store.html 18
Schoenen coachen je beter te sporten
26/11/2014 Bron: Steven van Belleghem 19
Op dieet. Hapifork meet eetgedrag
Beleving is belangrijk, homepages worden magazines
26/11/2014 Bron: Cross Channel Retail Presentatie, Harry Bijl, Inretail 21
Rapha Cycle Club
Remote
Store Print
Mobile
Online
Social
Centraal klantbeeld is essentieel om de ultieme klantfocus te bieden
26/11/2014 Source: Hybris.com 22
Social media en review sites maken van service een hygine factor
Reizen Producten Diensten Generalisten
De interne markt: Prijs transparantie Service transparantie
De Consument Besteed minder Koopt in groepen in
De Leverancier Merken verkopen direct China verkoopt direct
De nieuwe toetreders De scary five komen op de markt Buitenlandse spelers treden toe (Alibaba)
De substituten De deel economie groeit De consument print 3D
De concurrentie neemt op alle vlakken toe
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Ebay biedt instant commerce, bestellen & leveren in 60 minuten
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Supply chain complexiteit neemt toe en consument wordt veeleisender
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Groei-voorspellingen
Markt-ontwikkelingen
Consumenten-trends
Wrap up
Media en retail convergeren Productmerken en retail
convergeren Opkomst van
handelsplatformen en samenwerkingen
Mobiel Big data Personalisatie Social media Digitalisatie producten Wearables 3D printing Logistieke snelheid
Groei van online verkopen Groei van omnichannel Groei van de grote partijen Internationalisatie
SHOPPEN IN 2020 Wat betekent dit voor uitgevers?
Het belang van content bij e-commerce
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04
Key Takeaways Mobile search is the starting point. Instead of going directly to a site or app, 82% of shoppers use search engines for browsing product information while in-store.
The retail landscape is evolving for all industries. Mobile use in stores is not category speci!c - Nearly 2/3 of baby product shoppers compare prices in-store.
Smartphones are transforming the in-store shopping experience. 8 in 10 smartphone shoppers use mobile in-store to help with shopping
Shoppers who use mobile more, spend more in-store. Frequent mobile shoppers spend 25% more in-store than people who only occasionally use a mobile phone to help with shopping.
Maar met content alleen kom je er niet
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Conversation
CONSUMER EXPERIENCE
Community
Creativity
Customization
Commerce
Channels Content
Comparison Competences
Inspireren, informeren, converseren en shoppen
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Consumer experience
Content Customi zation
Channels
Commerce
Commu nity Creativity
Conver sation
Potentie van samenwerken met retailers en productmerken
Content Personalization
Tailor-made Products
More Content
More Products
More Data
More Customers
Retail &
product brands Uitgevers
Om gezamenlijk de ultieme consumer experience te bieden
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Conversation
CONSUMER EXPERIENCE
Community
Creativity
Customization
Commerce
Channels Content
Comparison Competences
Retail & productmerken
Uitgevers
SHOPPEN IN 2020 Axel Groothuis Partner Eurogroup Consulting a.groothuis@eurogroupconsulting.nl