Integrated Commerce: Building Trust
Across Your Marketing Mix
Janet Jaiswal – Director Mobile Products, TRUSTe
Andreas Ryuta Stenzel – Online Marketing, TRUSTe
About TRUSTe
Our Name Speaks Trust:
•
14 Years of Trust Online
•
~4,000 Customers Globally
•
1M+ Visitors Verify Our Clients Monthly
www.truste.com
#TRUSTE
About TRUSTe
Our Name Speaks Trust:
•
14 Years of Trust Online
•
~4,000 Customers Globally
•
1M+ Visitors Verify Our Clients Monthly
www.truste.com
#TRUSTE
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.
www.truste.com
#TRUSTE
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.
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#TRUSTE
Privacy should be thought of more broadly
Buy Now!
Referrals
E-COMMERCE STORE
MOBILE
SOCIAL NETWORKING
WEBSITES
Sale
TODAY
ONLY
ADVERTISING AND
LEAD GENERATION
SERVICE PLATFORMS
Consumers interact with your business across many dimensions; need to
consider holistic approach to managing their privacy and your reputation
www.truste.com
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I-commerce Channel Strategy: From the Web to the World
1. The traditional e-commerce website needs a make-over
2. Your website as anchor for online sales and as a portal to other
touch-points
3. Provide on-site mobile app downloads of branded experiences
and shopping tools
4. Socialize your site with sharing buttons for Facebook, Twitter, and
other social media and bookmarking sites
5. 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
6. Showcase in-store, social and mobile events and sales on a
“Shop Everywhere” section of your site
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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 sites and physical stores through location-based promotions
such as Groupon, 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.
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Mobile growth has been fueled by smart phones
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Source: The Nielsen Company 2011
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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: IDC
2 Brand Anywhere polled over 1,000 consumers in Nov. 2010 on whether a brand’s mobile
readiness affected their purchasing decisions.
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Nearly all agree privacy is an important issue when
using a mobile device
How important is……
Your privacy when using a
1%
mobile device
Knowing what type of
information is being collected
1%
and to have visibility to that
information
Having easy access to
controls regarding the sharing
2%
of your personal information
inside a mobile app
Not At All Important
20%
33%
25%
32%
27%
Not Very Important
46%
36%
Important
Very Important
42%
36%
Extremely Important
Harris and TRUSTe survey, Feb’11, N=1000
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Nearly nine in ten (85%) restrict at least some types of information
sharing on mobile apps
Information Would Not Share
Through A Mobile App
Feelings About Advertiser Tracking
100%
At least one type (Net)
1%
85%
22%
Account information
(username, password)
65%
Personal information
(name, address)
61%
I like
advertiser
tracking
75%
I neither like
nor dislike
being tracked
50%
I do not like to
be tracked
74%
Location
40%
Not important
at all
25%
Profile information
(age, gender)
33%
0%
0%
25%
50%
75%
2%
100%
Harris and TRUSTe survey, Feb’11, N=1000
www.truste.com
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More than 40 percent of users rarely or do not allow access to
location, one of the most popular features on mobile devices
If an application asks for your location
information, what do you typically do?
4%
22%
31%
22%
22%
Always allow access
Sometimes allow access
Rarely allow access
Harris and TRUSTe survey, Feb’11, N=1000
Do not allow access
I have never had an application ask for my location
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Mobile commerce best practice example: mobile optimized
website
Regular web site
(not optimized) for mobile
Mobile-optimized web site
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
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Mobile commerce best practice example # 2: Mobile App
Example:
Mobile app that allows consumers to check product availability
Benefits:
Features:
•
•
Allows consumers to see if a product is in stock at a nearby store
Links to directions and phone number of that store
• 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
Once the results
are given, users
have the option to
get directions or
call the store
directly
Product Page – Find in Store Button
Find in Stores – Asks for Current Location
Find In Stores: Results
Image source: Steve Madden
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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.
•
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
www.truste.com
#TRUSTE
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
BEFORE
BEFORE
7%
Prefer
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AFTER
90%
Prefer
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I-commerce Channel Strategy: Social Likes Commerce
•
•
•
Like, Wow!
Tweet Commerce
Tips:
– Use social tools to expand your brand messaging while driving transactions
within & across other channels.
– Turn your Facebook Fan Page into an commerce channel
– Use Facebook to promote in-store, mobile and destination site events & offers
– Customize your Twitter page for brand consistency
– Use hash-tags (#) to promote cross-pollination of Twitter postings
– Encourage social interactions on review sites (such as Yelp) & consumer
forums by offering escalating recognition (such as “super user” status) for
increased engagement.
•
Take aways:
– Social tools help drive traffic to your e-commerce site
– Social tools help increase your brand presence
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High monthly page views at SNS is good for advertisers
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Social networking features lets retailers engage and deepen
customer relationships, which can result in additional revenue.
Percent of retailers who planned social networking features
into their mobile initiatives in 2010
40%
35%
35%
32%
30%
24%
25%
25%
26%
28%
20%
15%
14%
15%
10%
5%
0%
Findings by Shop.org & Forrester
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Facebook is a great way to reach your users
• Facebook represents half the US
Internet audience
• Low click-through rate on banner
ads: 0.04% - 0.05%
• High click-through rates on user
posts: 6.5%
• Getting the right user is important
• 68% of US Facebook users are more
likely to buy a product or visit a
retailer based on a positive
Facebook friend referral
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But users are increasingly concerned about privacy
Privacy Issues
• 71% of users 18-29 have
tightened the Facebook privacy
settings on their profile (Pew
Internet)
• 88% of people believe that
tracking internet users without
their permission is unfair
business practice (Zogby poll)
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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:
– 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
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Polling Question #2
What are the Biggest Opportunities You See
for Driving Online Traffic in 2011?
Examples of Well-Integrated Campaigns
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Examples of Well-Integrated Campaigns
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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.
•
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1000s of Companies Succeed
MARKETING UPLIFT
>1M Opt-In
4% Bump
7% Increase
Newsletter Registrations
in Application Conversions
in Quality Lead Conversion
SALES UPLIFT
8% Increase
29% Increase
5% Lift
in Purchases
in Sales
in Conversion
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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
*
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Why TRUSTe’s Privacy Certification Programs?
Privacy Expertise
100% privacy-focused
since 1997
Comprehensive privacy
services
•
•
•
•
•
•
•
•
Mobile
Advertising
Downloadable software
eMail
Lead Generation Forms
Service platforms
Web site (+EU SH, COPPA)
Apps
Most Recognized
Privacy Trustmark
Leading Customers:
>40% of the Top 50 most
trafficked websites;
13 of Fortune 100
Brand Awareness: More
than 1 in 3 consumers
report having seen the
TRUSTe seal
Customer Service
Dedicated Client
Services Manager,
CSMs for each account
CIPP-certified CSMs
(Certified Info. Privacy
Professional)
Online Account Access
Results:
Average of 5 – 20+% uplift
for customers
Ongoing advice on all
things privacy
Privacy library access
www.truste.com
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Thank You !
Janet Jaiswal
jjaiswal@truste.com
#TRUSTe
Twitter: JanetJaiswal
Andreas Ryuta Stenzel
www.TRUSTe.com
astenzel@truste.com
#TRUSTe