e-commerce

Speakeuse à #shake16 : une expérience !

TL;DR – cette semaine, j’ai passé deux jours à Aix en Provence à l’occasion de #shake16, et c’était cool.

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La conférence Shake c’est un rendez-vous pour les professionnels du e-commerce. La formule est excellente : un mixte de conférences plénières avec les grands du business sur le web (la Poste, Price Minister, Facebook, nan, mais il y en a trop, regardez la liste); des ateliers pointus avec les pro; des stands pour les éditeurs, asso et gens créatifs; des  podium de startups; et des rendez-vous d’affaire (pas moins de 500, de quoi signer des deals ou nouer de belles relations).

Le thème du e-commerce est évidemment passionnant et propice à se décliner sous différents angles : la transformation numérique, la transformation du travail, le rôle de la technologie dans nos vies, les problèmes de logistique, de magasin physique, virtuel, de cross-canal et omni-client (ou l’inverse). Cette année l’accent était mis sur le Pourquoi (pourquoi est-on entrepreneur, e-commercant …) et la relation client, qui se doit au XXIème siècle, d’être bienveillante, bichonnée, respectueuse, pertinente. Bref, #shake16 était une belle promesse pour les visiteurs et les visiteuses.

Et cette année, j’étais speakeuse. Ouaip, la classe (merci à Hervé Bourdon et Jacques Froissant de m’avoir fait confiance). Mais être speakeuse à Shake cette annnée, c’était pas *que* la classe. C’était aussi une expérience toute particulière. Pourquoi ? Parceque l’esprit de Shake (entre autres choses) et de donner et partager, de rouler sur l’énergie de la communauté. Et la team de Shake a fait le choix de traiter les personnes présentes sur les stands (help sémantique, des standistes ?) et les speakers comme des *utilisateurs* de l’événément. Nous étions donc des accompagnés, avec bienveillance. Et ça a fonctionné du tonnerre.

Pourquoi c’était si spécial ? Parceque les speakers et les standistes, en plus des petit fours et de la salle de repos, avaient accès à un boostcamp d’une demi-journée, organisée par Marie Aurélie, avec l’aide de gentils accompagnateurs avec un programme très enrichissant. Voyez-donc.

Dans un premier temps, assemblés par groupe de 6, nous avons eu la chance de nous détendre avec un escape game taillé sur mesure (le code pour sortir, c’etait 176, sachez-le).

Ensuite nous avons passé du temps avec des professionnels de la relation, de l’entreprise et du corps. L’équipe 5, la mienne, encadrée par la fantastique Delphine Foviaux, a suivi le programme suivant  :

  • un atelier sur le marketing emotionnel avec Patrice Laubignat. Absolument éclairant pour revisiter sa relation à l’autre, le regard que l’on porte sur soi et sur ses interlocuteurs, pour enterrer les peurs qui freinent les échanges libres et fructueux.
  •  une dose d’entreprise libéré avec Nicolas Trossat. Ici, on apprenait les clés pour penser autrement le travail, avec des notions de  responsabilité collective, de transparence et de confiance. Un shoot d’utopie qui permettait de repenser sa relation au travail.
  • et pour finir, avec Daria Kucevalova, nous avons chanté (mal, mais on s’en foutait, c’était harmonieux). On a joué de la voix et du corps. Il s’agissait donc d’un exercice, ancré dans le présent et le sol, et qui permettait indéniablement de libérer quelques tensions.

A la fin de la journée de préparation, nous étions détendus, un peu soudés, un peu amis, et prêts à donner le meilleur de nous même sur les stands et la scène. Voilà, ça n’était pas que de l’amusement. Shake nous a donné les moyens d’être plus à l’aise et meilleur, de tirer profit de notre présence et de participer à l’énergie (déjà impressionnante) de cet événement. C’était sympa et généreux, suffisament rare pour le soulignere, et le faire savoir au reste du monde.

D’année en année, Shake grandit, et on a grande hâte d’assister à la prochaine édition #shake17.

Note : d’autres que moi disent que shake16 était fantastique, visitez donc

  • le blog du coach Will Roy là,
  • ou celui de biz200 pour un rapport business ici ,
  • ou encore chez Patrice Laubignat pour une vue émotionnelle là ,
  • chez Annie Lichtner et My Digital Week pour un point de vu pro du e-commerce
  • ou enfin sur le blog de Shake ou Marie Aurélie partage sa vision du boostcamp
  • du côté de chez Henri Kaufman pour grappiller les bonnes idées en deux épisodes : un, deux
  • la vision de Pierre, qui était aussi dans l’équipe 5, de chez Web et Solution, sponsor de l’événement ici
  • et l’angle de Mélanie Pin, de Primasee, en charge de la mise en scène et des vidéo là
  • Marie Aurélie, encore, mais cette fois avec sa casquette de psy, qui explore la question du pourquoi ici
  • le tour photo et impression rapide de Seb là
  • et pour vous donner envie d’y aller l’année prochaine, la vidéo sumup de primasee
  • ou encore la story de #shake par ses deux fondateurs là

 

#shake15 : And now, all of us are shaking our digital commerce !

logo-shake15#shake15. Two days of e-commerce.

In one of the most prestigious place of Marseille, during 2 days, around 1000 people gathered and exchanged. Two days spent looking at merchants, staring at users, analyzing in-shop behavior and on-line habits, qualifying e-merchants and market place tribes. This is Shake event. So what can we learn by gathering all the actors of the value chain during 2 days ?

The consumer journey is multiple.

And it is not relevant anymore to even mention the opposition of online/in-shop, mobile/PC, in-shop / home delivery, before/during/after transaction time, web site/mobile application… A transaction has several touch points that no merchant can force or predict. Users are crazy. Let’s admit that, you need to be with him everywhere, anytime, with persistence. Admit that or you will miss it. Your next 2 years challenge is to build a consistent digital strategy allowing all combined path.

Facing such an asset, it makes no choice on today’s merchants.

You need to go digital, in a consistent way. If you are not convinced you should go, let’s have a look at the figures. E-commerce is generating 57 billions today worldwide. In France, the transactions have increased by 13,7 % on 2015 first semester. Buying on e-commerce site happens to users once every 15 days, average, with an always average price increasing. E-commerce is getting common to the 76 % French people connected. Finally, number of websites have increased by 14% compared to last year, leading to 160 000 active sites. You competitor may be among those ones. You can check the FEVAD figures to know more about that.

Few remarkable trends

You don’t need to be a pure player to go digital. Look at the recent move from CDiscount going Casino, eBay associating with merchants.

Usage of mobile application is important because it is the way to create a privileged relation with your customer, identifying him accurately, and analyzing his navigation in the application. This would allow merchant also to get benefit from the search results in Google search (also named as app-indexation).

Shops and employees in shop are getting transformed. Vendors work with devices, shops can offer picking services, shops can produce on demand and on-site thanks to 3D printing. Welcome to the new world !

Ads can now be served thanks to social media stream. The Twitter sponsor tweet, Facebook sponsored push are now some channels to be used. Just use it, they are convenient and annoys less the users.

And always. Mobile first mindset and geo-location usage can help.

Things to improve.

The pain point in e-commerce is still the payment. The payment, yes. Fragmentation in payment solutions, applications and user experiences is not good for the business. Specially the fact that there is no well known and standard experience reduces the transformation rate when finalizing the transaction. User needs to feel comfortable to press the final button. Something to improve…

Thanks #shake15

The panoramic vision offered by shake15 on trends and vision was really precious. Big-up to Hervé Bourdon and Jacques Froissant and the supporting team for setting up such event.

Note : Last year Shake edition can be found there https://poulpita.com/2014/06/30/shaking-marseille-e-commerce/

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Shaking Marseille e-commerce !

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pharo

Last week, Marseille made a great digital move: the first e-commerce conference was held in one of the most amazing place of this harbor ‘Le Pharo’ (picture coming soon). That one day conference was organized by Hervé Bourdon @valvert and Jacques Froissant @Altaide_JF under the name of SHAKE14. It gathered actors from different perspectives, solution providers, consulting, retailers, merchants, investors… and some shining names of the digital intelligentsia (@catbarba, @momboisse, @HerveKabla, @carlosdiaz, @manueldiaz, @oliviermathiot , …). That event had some remarkable merits, such as, high quality speaker, relevant content (from technical to marketing), constructive spirit (avoiding complain, promoting solutions and positive attitude), innovation oriented. And I probably missed some others, provided the smile that all participants had during the entire day. What did I learn on e-commerce ? Well, a lot !

 

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Shake your soul
What is behind e-commerce ? Well, surprisingly, 9 times out of 10, a merchant – with shops and physical goods. Most of the e-commerce revenue is operated by traditional players and not pure digital players. During that conference, the message was clear : merchants should come back to the basics. What makes your bakery your best friend ? he has what you expect (e.g. all sort of breads, plus cakes, plus little sweets and sandwiches), he welcomes you with a smile, he knows you take usually one baguette during the week and two on Saturday, with 4 croissants, he follows you, years after years. Why would not an e-merchant duplicate that behavior ? Digital should not be a barrier to be a merchant. How to make your customer forget he is not (yet) in your nice shop, but over his screen in our crazy word ? By offering a large catalog (and maintaining it). By communicating with empathy (key words for Catherine Barba), energy and kind words (yes, even in invoice e-mail). By suggesting your customers some relevant items, based on history, location and current basket (yeap, up selling or cross selling are the e-merchants best friends). Looking at what  @digimood and @nuukik are saying about it.

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Shake your shop
Who said that e-commerce and commerce in a shop were exclusives? One should benefit from the other. Off course this is not natural. In big corporation, digital activities are often developed aside, in dedicated organization. I learned that one of the major question there was : who gets the income when the deal is done on line, who to reward in the company for that deal ? the shop which will serve the order, the digital office, the IT (I’m not trolling here). That question is about big companies and networks. But whatever is your size, as a natural consequence of web and shop co-existence, rethinking the customer experience is strategic major question. The web to store notion (or how to make sure your customer go to a store, where margins can be higher, and gets benefit of the web and vice versa) should be dealt at high level, and should be serious enough to force corporation to : i) work transversally and break silos, ii) organize training to change culture, iii) spray some agility inside the company. In other words, change your habits, your organization say @emakina. Promote shops on web site homepage, and instead of fearing the web in shops, give to vendors and customers some tablets – this would make your customer’s life easier as he would not have to hide in the toilets or changing room to check prices on his smartphone.

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Shake your brand
Who are you on the web ? A wonderful merchant, yes. But technically, you are an IP node that needs traffic. How to find you ? Via Google, most of the time. So, don’t make your website a labyrinth. Google algorithms will not index it correctly. And by the way, we are in 2014, so if you want to be considered, you cannot afford not to be responsive design (able to be read on a mobile, a tablet, a computer) and connectivity agnostic (wifi, 3G, 4G, same experience, but keep in mind that data rate may be different and you have to save your customer’s data subscription on the last ones). If you have lots of competitors, and want to make sure you are visible and accessible to customers, play the brand and identity advantage. This is a way to make your customer finding you in one click, because they want precisely your product, your nice story, your unique value proposition. They will look for you specifically, typing your brand name in their browser, and not vague key words. In addition to develop a real identity that makes you unique in the web, you can manage a customer community, to have direct communication with them independently from Google (and we fall here into the community management, that allows also to have ‘ real life events’, strengthening the customer relationship, but this should deserve another post).
Use market places. If you cannot afford to maintain a website, make sure you are anyway referenced. Yes, there are Amazon, Rakuten, EBay, LaFnac, Carrefour or Cdiscount to help your customer to place orders on your valuable goods and services. But there are some dedicated market places, by theme or category, and one should consider the idea to multiply its presence on the web.

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Shake your money
In e-commerce, pleasure, fun, cool are important, but e-payment is really the point where you want to bring your customer. And actually only 2% of visitors do buy, in France. Don’t miss them. First, payment must be seamless for the customer and risk-less for the merchant. The presentation from @be2bill was interesting on that point. Demonstrating their capability to evaluate risk (based on customer profiles, including habits, localization, score) and provide appropriate payment means to the customer (no payment possible, banking card, with or without 3D secure, …) with a wide technical coverage. And what if you lose your customer during payment ? Well, you can always track that failure and re-offer him later an easy payment mean, or contact him smartly to understand what happened. Re-target, don’t lose the tiny 2% that do buy… Second, reconciliate payment and advertising. Are you sure that you have the appropriate KPI to measure your advertising investments? While being the most natural, well marketed ones, google suite with adword is not the only way deliver and measure advertising. Try to think other means and channels : social media, TV, print (yes, print advert has prices decreasing, and specialized press will welcome your budget). Third. Eveyone deserves some kindness, one day. If you have a good idea, get funded. Here or elsewhere. Some interesting conversations were held about the way to get money from venture capitalist and business angels. From the discussion on stage, one could understand that it is also a matter of network and faith, but also critical mass –if your reach is low (understand how many potential users do you have), or if your revenue is negative don’t even think about it.

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Shake your network and innovation
Bringing local and national speakers one day to share their knowledge, improve your network is important. But promoting the local associations and making sure the dialog facilitated here gets prolonged is another challenge. SHAKE14 offered the various associations to be on stage, to promote their objective and recruit members. Several associations were present : ecom provence gathering e-merchants (including the super heros @valvert), ShakinProvence to promote all innovative initiative that would strengthen Provence dynamic, Medinsoft gathering 150 local integrators and software editors.
In the same spirit, in order to value innovation, SHAKE organized a competition for e-commerce innovative idea and web to store categories, the so called Marius as oposed to Cesar, a famous provence character). After pitching in front of a jury, the winners were selected : Roaming by me (to roam mobile everywhere at best prices) (https://www.roamingbyme.com/roaming/travel-connected.php) and Tap Value (http://www.tapvalue.com/) to suport e-merchant communication.

 

That event was rich, and positive, hoping the team will make us the gift to have a 2015 edition… Marseille deserves that energy. E-commerce deserves that attention.

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