Page 6 - index
P. 6
RESEARCH, ANALYSIS & TRENDS
Driven by its growing
omniscience,
eCommerce is
omnipresent and aims for
omnipotence
Omnichannel, multichannel, cross-channel, etc. are eCommerce equals evolution
modern synonyms shoved endlessly around by market-
ing and the various channels are interlinked functionally At the very least, these technologies and concepts are
and can hardly be differentiated in their significance. on the market and satisfy the requirements of certain
Furthermore, since even brick and mortar retail stores target groups. Presumably, some of these concepts will
embraced the digitalization and integrated mobile con- disappear again because their deployment currently
cepts, a distinction between channels, online and offline costs more than they earn, as the target groups are not
world, actually no longer makes any sense. Shopping is yet sufficiently large. But when the market is mature,
nowadays possible not only (almost) everywhere, but they are picked up again by the "late movers" and it
also almost at any time, which is why it is better called doesn’t even matter how the individual offers develop.
"everywhere and all the time commerce”.
Certain is that consumer behavior will continue to
Since new technologies have made the consumer be- change with the increasing variety of digital offers and
havior more dynamic, allowing people for the first time business models. We can already see today that the
to decide when, where and more often even how they convergence of the channels, the simultaneity of infor-
shop, the possibilities are almost unlimited as trade is mation and transaction possibilities, is growing ever
about to become an always available process. Hence, further. But there is still nothing concrete to say about
the new reality is called Omni-Commerce. the nature, extent and milestones of change. This is
where the greatest strength of eCommerce surfaces,
Is eCommerce a phase-out model? namely its versatility.
You might ask what this means for eCommerce as a All sales models mentioned above require a platform
channel, industry and technology, considering the con- that transacts the processes, a user interface that rep-
stant digital change? Well, there are two things to take resents the customer, and experts who develop and
into account, namely the average age of the population manage the platform and processes. And in almost all
in connection to typical human persistence on the one cases it is the eCommerce, as a technology and an
hand, and the development capacity of eCommerce on industry, that provides the needed versatility. Some of
the other. the eCommerce platforms are so highly customizable
that the result has nothing to do with a traditional shop
While studies tend to show that online is less likely to front end, shopping cart and checkout, but is already
happen with increasing age, the difference between the much, much more.
younger and older generation is actually quite narrow.
But it’s true that the older we get, the less willing we are Behind the scenes
to embark on new things. So, whoever declares eCom-
merce to be dead today, in the sense of a traditional Currently, mainly B2B eCommerce is showing the high
online trade via web shops, claiming the market is too maturity and efficiency of the eCommerce technologies,
dynamic, forgets that the market participants are also as well as the agencies that integrate it into business
sometimes lethargic. For the latest transaction models, processes. Deeply and comprehensively they are inte-
such as the Amazon Dash Button, curated shopping à grated into the IT landscape of the companies. They
la modomoto, YouTube’s Click-to-Shop, supervised interact with ERP, CRM and PIM systems, enable the
shopping via enjoy.com or operator.com, as well as connection of various third-party services via web ser-
shareconomy like Uber, not everybody is yet up for. vices, allow the presentation and processing of com-
plex customer-specific pricing models, automatically
6 December 2016 - Customer Experience – Brand Experience goes Omnichannel
Driven by its growing
omniscience,
eCommerce is
omnipresent and aims for
omnipotence
Omnichannel, multichannel, cross-channel, etc. are eCommerce equals evolution
modern synonyms shoved endlessly around by market-
ing and the various channels are interlinked functionally At the very least, these technologies and concepts are
and can hardly be differentiated in their significance. on the market and satisfy the requirements of certain
Furthermore, since even brick and mortar retail stores target groups. Presumably, some of these concepts will
embraced the digitalization and integrated mobile con- disappear again because their deployment currently
cepts, a distinction between channels, online and offline costs more than they earn, as the target groups are not
world, actually no longer makes any sense. Shopping is yet sufficiently large. But when the market is mature,
nowadays possible not only (almost) everywhere, but they are picked up again by the "late movers" and it
also almost at any time, which is why it is better called doesn’t even matter how the individual offers develop.
"everywhere and all the time commerce”.
Certain is that consumer behavior will continue to
Since new technologies have made the consumer be- change with the increasing variety of digital offers and
havior more dynamic, allowing people for the first time business models. We can already see today that the
to decide when, where and more often even how they convergence of the channels, the simultaneity of infor-
shop, the possibilities are almost unlimited as trade is mation and transaction possibilities, is growing ever
about to become an always available process. Hence, further. But there is still nothing concrete to say about
the new reality is called Omni-Commerce. the nature, extent and milestones of change. This is
where the greatest strength of eCommerce surfaces,
Is eCommerce a phase-out model? namely its versatility.
You might ask what this means for eCommerce as a All sales models mentioned above require a platform
channel, industry and technology, considering the con- that transacts the processes, a user interface that rep-
stant digital change? Well, there are two things to take resents the customer, and experts who develop and
into account, namely the average age of the population manage the platform and processes. And in almost all
in connection to typical human persistence on the one cases it is the eCommerce, as a technology and an
hand, and the development capacity of eCommerce on industry, that provides the needed versatility. Some of
the other. the eCommerce platforms are so highly customizable
that the result has nothing to do with a traditional shop
While studies tend to show that online is less likely to front end, shopping cart and checkout, but is already
happen with increasing age, the difference between the much, much more.
younger and older generation is actually quite narrow.
But it’s true that the older we get, the less willing we are Behind the scenes
to embark on new things. So, whoever declares eCom-
merce to be dead today, in the sense of a traditional Currently, mainly B2B eCommerce is showing the high
online trade via web shops, claiming the market is too maturity and efficiency of the eCommerce technologies,
dynamic, forgets that the market participants are also as well as the agencies that integrate it into business
sometimes lethargic. For the latest transaction models, processes. Deeply and comprehensively they are inte-
such as the Amazon Dash Button, curated shopping à grated into the IT landscape of the companies. They
la modomoto, YouTube’s Click-to-Shop, supervised interact with ERP, CRM and PIM systems, enable the
shopping via enjoy.com or operator.com, as well as connection of various third-party services via web ser-
shareconomy like Uber, not everybody is yet up for. vices, allow the presentation and processing of com-
plex customer-specific pricing models, automatically
6 December 2016 - Customer Experience – Brand Experience goes Omnichannel
