Flip your e-commerce, brand and marketing post covid.

1. The Big Flip
22.04.2021

2. The Big Flip
Webinar 22/4/2021.
Share your comments in the chat
room on the right.
Feel free to ask questions - we will
have a Q&A afterwards.
Please participate in the polls!
Recording of this webinar will be
shared afterwards.
Enjoy!

3. We all know
what happened…
‣ We forcefully changed our habits.
‣ Digital became the norm.
‣ But it’s not just the lockdown - the past year was
but an accelerator for trends already happening.
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INTRO

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UK retail sales* excluding grocery (average weekly by month, £bn)

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What if we try to look ahead?

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The Big Flip

7. The Big Flip
1. Flip your e-commerc
e
2. Flip the intermediaries
3. Flip your brand availability
4. Flip to community commerce
5. Flip to walled gardens
6. Flip to live commerce
7. Flip your brand positioning
8. Flip your logistics
9. Flip your brand content

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Flip your e-commerce
From purely functional to fun shopping.
From intent-driven to curiosity-driven.
What if we changed e-commerce from the
‘saturday-supermarket-run’ into the ‘fun-girls-day-out’?
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9. Flip your e-commerce
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‘search’ as driving mechanisme
mostly desktop
research based, take your time
not frequent
standardised UI preferred
driven by ef
fi
ciency
solitary
not live
Intent driven Curiosity driven
‘entertainment’ as driving mechanisme
mostly mobile
impulsive
daily
dynamic, surprising UI
driven by ‘achievement’
social
livestream

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Flip the Intermediaries
From supermarkets and restaurants distributing your products,
to Google/Facebook/Amazon controlling the last mile.
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Instagram is your new shopping mall.

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Flip the Intermediaries
From supermarkets and restaurants distributing your
products, to Google/Facebook/Amazon controlling
the last mile.
Change the channel, change what gets bought.
Learn to speak Machine. Be a techno-marketeer.
Make brand content that speaks both to consumers
and to algorithms. Human-centric
fi
rst, but able to
penetrate the algorithms.
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Flip your brand availability
Physical availability gets replaced with/supplemented by
digital availability.
Be present on market places, in search, on social.
Google is the new High Street, get your logo there.
Amazon is the new shopping mall, get your shop-in-shop
there.
Build your own D2C
fl
agship store.
3

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Flip to community commerce
Be where your audience is: on social platforms.
Social media is now primarily used with advertising; this model comes under pressure.
Look East: social platforms are monitizing through commerce as direct income stream.
Community will become more important then content. Build your community
fi
rst, then
decide on your product…
For brands: leverage existing communities, or build your own.
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Flip to walled gardens
Open communities are under pressure; third party
cookies are disappearing.
Build your own platform, or participate in walled gardens/
velvet rope communities.
5

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There’s a big misconception: digital does not mean automated & inhuman.
Human contact adds gigantic value in digital times! Switch to live streaming.
Flip to live commerce
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What if we gave all our sales
people a ring light?
(Supported by cheap hardware, easy video editing & AI
fi
lters.)

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Flip your brand positioning
During uncertain times, TRUST is the most sought after attribute.
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Trust for brands means:
‣ Can we trust you to be just? (Brand purpose in times
of fake news.)
‣ Can we trust you to be safe? (Safe shopping
environment, both physical and digital.)
‣ Can we trust you to deliver? (Reliable logistics, stock,
delivery.)
‣ Can we trust you to stick around? (Financially stable.)

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Flip your logistics
Logistics changed from ‘store as endpoint’ to
‘consumer as endpoint’. Adapt.
Can you convert to Dark Stores? To curbside pick-up?
Is your experience ‘bought-online centric’?
Do you have a reservation app or crowd-meter for
your store? No-touch isles?
Is your packaging delivery-grade, no-leak? Is the
branding top-view in stead of isle-view?
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Stay-at-home schooling, for adults too… We needed to learn lots of
things quickly in our homes. Platform learning became important.
Flip your brand content
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Ideas for brand content: how-to’s, accreditation, academies, connector platforms…
Leverage the digital how-to community.

22. 1. Flip your e-commerc
e
2. Flip the intermediaries
3. Flip your brand availability
4. Flip to community commerce
5. Flip to walled gardens
6. Flip to live commerce
7. Flip your brand positioning
8. Flip your logistics
9. Flip your brand content
The Big Flip

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Time to
fl
ip together with your market.

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Want to know more?

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Ask us!
hello@dukeandgrace.com

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Thank you