How women are influencing the future of ecommerce? Valérie Dagand CEO Evenby President of Cyberelles Network
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1 How women are influencing the future of ecommerce? Valérie Dagand CEO Evenby President of Cyberelles Network
2 WHAT S A SHOPPER?
3
4 A shopperissomebody whomakea purchasedecision
5
6 Engagement
7
8 Retail has always been the dominion of women More than60 yearsin shopping experience Ebay and terrafemina study- observatory uses e-commerce of women in France2012
9 It s why all advertisers had focused theirs campaigns to the famous under-50 housewife.
10 THE GOOD NEWS The famous under-50 housewife is now online.
11 Whoare Digital Mums? The new target of advertisers Agedbetween25 to 49 yearsold Working at 77% Living in a bigcity Very well connected 72% shop online (vs 68% male) Always intested in traditional medias Sources : KR media / webmediagroup-2012
12 Source : IAB Mediascope-2012
13 Adept at multi-talking Digital mumsare alsomore likelyto meshtheirmedia Digital Mums use the internet whilst watching TV 55% of europeandigital mums go online while they watch TV 65% of those who use the internet whilst watching TV do so at TV peak time
14 Internet is crucial to UK Digital Mums communication 68% say they are more able to keep in touch with friends and family since going online 74% use everyday 51% use personal social networks daily Digital Mums are active social media networkers
15 Internet makes managing their lifestyles easier 63% say they are able to choose better products/services since going online 64% book holidays/ make travel arrangements more easily 67% manage finances better Digital mums do 41% of their shopping online
16 To complete.just a focus in Singapore area
17 To complete.just a focus in Asiaarea
18 Ecommerce isn t a question of gender. But the future of growthonline marketis female.
19 What's important about this shift in purchasing influence is not just the difference between the types of products that men and women buy but understanding how shopping patterns vary between the genders.
20 MEN VS WOMEN : ONLINE SHOPPPING HABITS
21 Extrabux datas Online average customer basket 52 40
22
23
24 21 days How long doesittaketo return a 30 days purchase?
25 SPECIFIC NEEDS OF WOMEN OR HOW TO FOOSTER ENGAGEMENT TO SHOP Technologies have often been designed without attention to the specific needs or wills of women.
26 Untilrecenttime internet wascreatedby geeks and in mostcases ecommercewebsitesrunby men.
27 The early days of online shopping were actually quite male-oriented as the selection of products was limited to computers, software, music, and consumer electronics. Now many range of products are now integrated in website but is it relevant for women?
28 Online click, likeor tweets are more than just a digital actions
29 And uncoveringthesee-emotionsisthe key to connecting with digital woman.
30 Testimonials of 3 online retailers Joelle Travers Mysekit.com Corinne Amouzou Cosmetiquesdumonde.com Monarmoireathé Phane Tavinian Lessisrare.com
31 Consistent and relevant universe of products A good qualityof pictures
32 Guaranteeof women opinion leaders Fashion designers Trend scouts
33 And details& explanations about the products
34
35 New products and a personnalised offer Example MYSEKIT BEAUTY BOX A new themeeachmonth A least 5 cosmeticproducts to test Adapted products to your personal beauty profile Limited edition Beauty bloggerswhotest every months box products
36 Dialogand communication withthe brand on social network
37 Womenare high demandingin termsof price, promotions, fast delivery, service and emotional value. Brands have to finda new value proposition The way: a new relationshipmodel withtheirs consumers
38 Are female entrepreneurs much better prepared to understand the future of ecommerce?
39 Key factor of successin e-commerce in e-emotionand engagement Champion of networking High sensibility of human factors Interpersonal skills Personalized attention Most gifted for intangible and SEO A more open attitude towards change and innovation Tenacious competitor
40 Opinions
41 Thank for listenning. Any Question?
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