Rubber Cheese workshop presented at The Retail Conference 2011.

1. Hello!
Tuesday, 20 September 2011

2. Applying eCommerce design
principles to the High Street
by Kelly Molson & Paul Wright
Tuesday, 20 September 2011

3. The Agenda
Why this workshop?
The Stats!
eCommerce design principles
Future Trends in Retail
Summing it up
Tuesday, 20 September 2011

4. Rubber Cheese is a full service creative agency specialising
in design and development for the retail sector
We work online, in store & on shelf covering eCommerce,
POS, & product branding to ensure a seamless integrated
brand experience across all channels
ECOMMERCE POS BRANDING
Tuesday, 20 September 2011

5. The Stats!
Tuesday, 20 September 2011

6. UK Online Buyers Between 2010 - 2014
( in millions )
30.8
29.6
28.4
27.2
26.0
2010 2011 2012 2013 2014
Source: eMarketer, July 2010
The Stats!
Tuesday, 20 September 2011

7. US Mobile Commerce Sales Growth
2010 2016
30
BILLION
Only 3 Billion!
Source: Forrester Research Inc
The Stats!
Tuesday, 20 September 2011

8. Why?
Sophisticated Merchandising Techniques
Online videos
Product reviews
Recommendations
Operational Techniques
Same day delivery
Buy & pick up at stores
Improved Customers Service
Easy returns
Knowledgeable customer service
The Stats!
Tuesday, 20 September 2011

9. Accessibility
The Stats!
Tuesday, 20 September 2011

10. Advantages Disadvantages
of Shopping Online of Shopping Online
Quick No face to face engagement
More choice / easier to find niche products Can’t touch or feel the items
Better prices Delivery charges
Unbiassed opinions / reviews Need to give personal information
Huge amounts of extra product information Can be a hassle if customer service isn’t good
Personalised experience Can’t take products home immediately
The Stats!
Tuesday, 20 September 2011

11. What does this mean?
“It is crucial for high street retailers to
embr ce the design principles
and techniques used online,
to combat the growing eCommerce and
mCommerce sales figures.”
The Stats!
Tuesday, 20 September 2011

12. eCommerce design principles
Tuesday, 20 September 2011

13. ?
What are the design principles
& techniques used online?
eCommerce design principles
Tuesday, 20 September 2011

14. Easy Navigation to Quick & Easy
Find Products Purchasing
Extra Product Info Customisation/
& Unbiased Reviews Personalisation
Clear Special Offers Personality / Emotion
& Prices & Aesthetics
eCommerce design principles
Tuesday, 20 September 2011

15. Easy Navigation to
Find Products
eCommerce design principles
Tuesday, 20 September 2011

16. Clear categories, Sort by lists
Tuesday, 20 September 2011

17. Colour Coding
Tuesday, 20 September 2011

18. Grouping Products Together
Tuesday, 20 September 2011

19. Advanced Search Functions
Tuesday, 20 September 2011

20. Advanced Search Functions
Tuesday, 20 September 2011

21. Advanced Search Functions
Tuesday, 20 September 2011

22. Advanced Search Functions
Tuesday, 20 September 2011

23. Visual Prompts
Tuesday, 20 September 2011

24. Visual Prompts
Tuesday, 20 September 2011

25. Visual Prompts
Tuesday, 20 September 2011

26. Creating Space
Tuesday, 20 September 2011

27. Extra Product Information
& Unbiased Reviews
eCommerce design principles
Tuesday, 20 September 2011

28. Extra Product Info
Tuesday, 20 September 2011

29. In-store Product Information
Tuesday, 20 September 2011

30. Online Reviews
Tuesday, 20 September 2011

31. In-store information display screens
Tuesday, 20 September 2011

32. Instore iPads use to Show Reviews
Tuesday, 20 September 2011

33. Using QR Codes for Extra Information Advice & Tips
Tuesday, 20 September 2011

34. Clear Special Offers
& Prices
eCommerce design principles
Tuesday, 20 September 2011

35. Special Offers on Department Pages
Tuesday, 20 September 2011

36. Special Offers in Large Footfall Areas
Tuesday, 20 September 2011

37. Don’t over do it though!
Tuesday, 20 September 2011

38. Quick & Easy Purchasing
eCommerce design principles
Tuesday, 20 September 2011

39. “We believe that by 2015 digital currency will
be accepted everywhere in the U.S. -– from
your local corner store to Walmart.
We will no longer need to carry a wallet.”
Scott Thompson, President PayPal
June 29th 2011
The End of the Wallet
Tuesday, 20 September 2011

40. Instore Alternative Payments
QR code mobile payments
Mobile POS
Mobile Phone Payments
Self Service Payments
RFID (radio frequency identification)
How We Will Pay
Tuesday, 20 September 2011

41. Customising
eCommerce design principles
Tuesday, 20 September 2011

42. Create Your Own Version
Tuesday, 20 September 2011

43. Create Your Own Version
Tuesday, 20 September 2011

44. Personality / Emotion
& Aesthetics
eCommerce design principles
Tuesday, 20 September 2011

45. Personality, Emotion & Aesthetics
Tuesday, 20 September 2011

46. Personality, Emotion & Aesthetics
Tuesday, 20 September 2011

47. Personality, Emotion & Aesthetics
Tuesday, 20 September 2011

48. Personality, Emotion & Aesthetics
Tuesday, 20 September 2011

49. Personality, Emotion & Aesthetics
Tuesday, 20 September 2011

50. Future Trends in Retail
Tuesday, 20 September 2011

51. Shop in a Box or Pop Up Shops
Tuesday, 20 September 2011

52. Wave of the Hand Shopping
Tuesday, 20 September 2011

53. Play >>
Wall of Shoes
Tuesday, 20 September 2011

54. Wall of Food
Tuesday, 20 September 2011

55. Summing it up
Tuesday, 20 September 2011

56. Key Point 1 Key Point 2 Key Point 3
Embrace eCommerce Embrace new retail Create a total user
design principles technology experience
Easy Navigation Display Screens Customising
Product Reviews QR Codes Personality / Emotion
Clear Special Offers iPad/Tablets Make them Smile
Easier Purchasing Mobile Apps Visual Merchandising
Summing Up
Tuesday, 20 September 2011

57. Thank you!
www.rubbercheese.com
0845 867 6750
kelly@rubbercheese.com
twitter.com/rubbercheese
Tuesday, 20 September 2011