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Show Me the Money E-commerce in the arts Hans de Kretser Hans@dekretser.com
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Show Me the Money E-commerce in the arts Hans de Kretser Hans@dekretser.com
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The total value of UK internet sales by businesses reached £103.3 billion [ONS e-commerce survey, October 2006 for the previous year]
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The value of goods bought on the internet this Christmas jumped by 50% to over £7bn for the 10 weeks up to Christmas [The Independent, December 2006]
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Ticketmaster.co.uk is the 18 th most popular online retailer in the UK [Source: IMRG-Hitwise Hot Shops List, November 2006]
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Online now accounts for 10% of all retail sales in the UK, compared to just 0.5% in 2000. [IMRG via E-Consultancy Blog, January 2007]
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67% of internet users have bought online [BMRB internet monitor November 2006]
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65% of internet users believe using credit cards online is safe [BMRB internet monitor November 2006]
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£629 is the average amount spent online per user in last six months [BMRB internet monitor November 2006]
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Top types of sites visited A site where you can buy a product or a service 20.46m Map/Direction Site 17.82m Local Info Services 15.97m Weather Sites 11.97m Local Government/council 11.81m Price Comparison Sites 11.59m Education Sites 11.58m Auction Sites 11.45m Music Sites 11.32m Personal Finance Sites 9.46m
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UK shoppers make more purchases online than in other European countries [emarketer.com January 2007]
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…and spend more then other Europeans [Forrester research, July 2006]
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Half the UK population makes money by selling online, making £8.5 billion in the last year, an average of £341 a head. [Orange Broadband, 2006]
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54% of UK residents are using online sales websites to make extra funds. [Orange Broadband, 2006]
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12% of people over the age of 30 claim to have made in excess of £500 by selling online. [Orange Broadband, 2006]
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Of 1,000 retailers, two-thirds (69%) of UK retailers are missing out on potential revenues by not offering their goods or services online. [Source: Barclaycard via E-Consultancy Blog, December 2006]
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23% claimed the cost of setting up online was a major barrier 13% were put off by the technical knowledge required to set up a website
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Three-quarters of the UK population shop online. [Source: SciVisum (via Revolution), September 2006]
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57% cited speed as the main reason for buying online [Source: SciVisum (via Revolution), September 2006]
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But 78% of e-shoppers have turned off a computer out of frustration with site performance [Source: SciVisum (via Revolution), September 2006]
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47% said that sites that crashed mid- transaction were a major cause of web rage [Source: SciVisum (via Revolution), September 2006]
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54% were frustrated by the inability to ask questions over the phone, while others cited usability issues such as complicated registration (47%), inability to find information (46%) and inability to amend orders (45%). [Source: SciVisum (via Revolution), September 2006]
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Show Me the Money E-commerce in the arts Hans de Kretser Hans@dekretser.com
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Content An overview and key considerations Regulations Making it work – design in practice Stepping up What the future has in store
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Online Ticketing
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Online Multi-buy
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Online Membership
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Online Memberships Tate 25% memberships online New online relationships
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Paperless direct debit
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Online gift tokens
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Online Merchandise
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Online Donations
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Panto Donations £1 to each booking Option to remove Gift Aid Cinderella £5,364 Peter Pan £1,625 Children’s Hospital Fund Online Donations
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Ancillary services
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Online Auctions
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Mobile Technology
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Phone tones
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Payment options Offline processed payments Credit Card payments –Third party such (e.g. WorldPay) –Direct with bank Mobile –Stored details (e.g PayPal) –Micro-payments
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Offline payment
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Payment Service Providers
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WorldPay Fees –£200 set up –£30 per month –£0.18 - £0.25 per transaction Other providers include SecPay and securetrading
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Payment Service Providers
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Through your bank Rigorous set up Separate merchant accounts Impose higher percentage commissions Banks adopt customer side if they query delivery leading to chargebacks
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M-payment Multi-channel Micro-payment M-wallet Sim card pre pay
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Online Ticketing www.ticketing.org.uk Roger Tomlinson Outlines 5 options
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Online Ticketing 1 Allocation to ticket agency e.g. Keith Prowse No connection to live box office data
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Online Ticketing 2 Allocation to an own branded online selling tool e.g ts.com No connection to live box office data
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Online Ticketing 3 Combined Ticketing Systems/ Service Supplier links to their online ticketing e.g TicketMaster Connection to live box office data
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Online Ticketing 4 Supplied Internet Gateway e.g Tickets.com Connection to live box office data
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Online Ticketing 5 Own Internet Sales Tool e.g ENTA Live Connection to live box office data
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Online Ticketing Real Time ticketing also allows: Mobile phone – SMS ticketing Interactive voice response Other sales outlets Other venues
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Online Ticketing Reasons for going online Reach new audiences Extend sales outlets and opening hours Data capture Reduce pressure on box office Convenience to customers Reduce overheads Not to be left behind Increase income
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Online stores
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Online Stores 1 Process offline e.g. Kenwright.com No connection to stock system – doesn’t handle payment
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Online Stores 2 Sell through another website e.g. Amazon.com/ ebay Easy to set up – handles payment no branding
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Online Stores 3 Sell through a payment service provider e.g. Worldpay Can integrate catalogue with site design
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Online Stores 4 Dedicated shop system e.g. ShopCreator Stock control, own payment
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Online Stores 5 Bespoke shop system e.g. with developer Integrated with other services such as online ticketing, Own payment
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Rules and Regulations E-commerce Regulations came into force in August 2002 Covers selling via internet, email and sms
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Rules and Regulations Include on site your business' name geographic address company registration details email address VAT details professional bodies
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Rules and Regulations Allows customers to go back and correct mistakes before the order is placed
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Rules and Regulations Acknowledge receipt without undue delay
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Rules and Regulations Consumer Protection (Distance Selling) Regulations 2000 –Clear information about sale –Provided in writing (e.g email) –Cooling off period to cancel
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Rules and Regulations Electronic Commerce Directive –Clearly identify commercial communications –Outline steps for contract to be concluded
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Rules and Regulations Sales of Goods Act –Products fit for sale Trades Description Act –Products exactly as described
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Rules and Regulations Privacy and Data protection recommended practice –Allow to accept and proceed or decline or proceed –Placed at bottom of policy
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Terms and Conditions Show terms and conditions Ideally acknowledge before purchase
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Break
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Designs that pay Reasons for shopping online: Ease of use - 59% Low prices - 32% e-commerce times January 2006, Keynotes systems
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Designs that pay Essential principles of product page design Advice from Jacob Nielsen – usability expert
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Designs that pay Simplicity Try not to over crowd the page –Name and description –Product image –Price –How to buy –Variations
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Barbican product page
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Natural History Museum
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Designs that pay Dimensional Navigation “if…there are certain criteria that people use to buy, built it into your navigation”
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Wycombe Swan
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Carmina Burana
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Wycombe Swan
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Science Museum
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Designs that pay Site search –Becoming more significant as search facilities improve
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Designs that pay Information Rich Product pages should be simple, but they should offer access to a complete source of information Layer information
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Sadler’s Wells
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Designs that pay Expert opinions Important that reviews stand up as independent
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Spiegel
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Designs that pay
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The way to check-out Allow all related options to be selected before item is added to shopping cart
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Barbican
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Designs that pay Product/event page essentials –Title –Description –Photo –Dates if performances, availability/delivery time if products –Links to t+c’s privacy policy, warranty –A big BUY button
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Designs that pay The Seating Plan
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Designs that pay The Seating Plan
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Designs that pay The Seating Plan
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Designs that pay The Seating Plan
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Designs that pay Log-in and registration Start or finish? As simple as possible
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Goh
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Sadler’s Wells
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Sadler’s login
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Designs that pay Southbank Centre
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Designs that pay
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Only a small proportion of users who start e-commerce transactions actually complete them And these are often a small proportion the overall visitors (Roger Tomplinson, A practical guide to developing and managing websites)
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Designs that pay Minimise clicks and pages
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Designs that pay Make the e-commerce pages obvious
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Designs that pay Don’t make users repeat actions –Identifying dates on the website then again when they want to book online –Making people have to go through the whole process for each event/product
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Designs that pay Speed is essential –Page design –Database calls
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Designs that pay Transactions require interaction –Keep required information to a minimum –Keep it simple
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Stepping up How organisations have made a difference
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Stepping up Self selecting Seating plans When given the choice 84% prefer to automatic selection (Sadler’s Wells) Overnight rise in online sales
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Stepping Up Improving the customer journey Barbican new website improved online sales from average of 35% to 55%-60% sales by improving customer journey
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Stepping Up “We also send an automated email to customer who “dropped off” mid journey of booking tickets – to ask them if we can assist.” Sigal Hachili - Barbican
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Stepping up Using web traffic analysis tools –Sadler’s Wells use www.nedstats.co.uk –Track user behaviour Shows bought direct from emails What stage they leave the shopping basket Customers who bought x also bought…
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Stepping Up Marketing –Print –Email –Search Engine Optimisation –Paid for Search engines
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Stepping Up The Home Page –47% land on a home page Allow users to navigate to different sections Offer different routes to purchase decisions
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Live Nation
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The future in store? Web 2.0 to Ecommerce 2.0 –Second generation of web-based services — such as social networking sites, wikis, and communication tools — that emphasize online collaboration and sharing among users.
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The Future in store? Drag and drop Shopping Baskets
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The Future in store? Prompted Search
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The Future in store?
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Unbundled Services
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The Future in store? Mashups
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Show Me the Money E-commerce in the arts Hans de Kretser Hans@dekretser.com
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Show Me the Money E-commerce in the arts Hans de Kretser Hans@dekretser.com
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