Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Announcing finalists of e-commerce award

Posted on: 05 August '15

E-Commerce Award Finalists and Trends

It’s been an interesting year for us sponsoring IGD Awards. Last year we sponsored just the E-Commerce Award, but this year we are also doing the Digital Engagement Award. And one thing that stands out this year is how quickly e-commerce is becoming a mainstream barometer of business success.

Because let’s face it-e-commerce is where Digital “gets real.” It’s about real metrics and real money. The balance sheet and the project ROI tell you whether you are succeeding or not. As this mainstreaming takes hold, the focus on metrics and ROI was very evident in the entries we looked at. Among the top entries, as well as entries that did not make the final cut (see below for finalists), some of the key themes were:

Playing on Someone Else’s Turf

Starting a site for commerce is not ideal for everyone. Within the CPG industry it’s common that your product category may be too niche or too focused, and therefore would never justify the shipping costs unless someone buys, for instance, a year’s supply of moisturiser. Therefore, it becomes important to play well on established e-commerce retailers’ websites. These techniques range from improving findability, to optimising path to purchase, influencing via specially-placed banner ads, free samples, etc. It’s clear that both CPG companies and retailers are getting savvy. And it’s evident in their trading plans.

Recognising That the Customer is Phy-gital

Many projects executed in the last year recognised that shoppers will seamlessly switch between Physical and Digital channels. Companies are responding to this trend as well. They are mixing sampling and online ads together for double-digit returns. They are also trying to measure effectiveness of multi-channel advertising on online shopping behaviour.

Metrics, Metrics & Metrics

This is our favourite. It demonstrates clarity of purpose. When you set out on a Commerce Project, it’s very important to be outcome-orientated. Metrics help you articulate what you wish to accomplish, and how (as demonstrated by metrics in each point of the funnel).

It was an interesting mix of entries. Each one trying to address the challenges of Digital Commerce in their unique way. This year’s shortlist for the E-Commerce Awards are:

They will make their presentations to our judging panel at Mindtree’s London office in just over a month, and the awards ceremony is October 6th. So stay tuned for more…

Anshuman Singh

Anshuman Singh is General Manager & European Head of the Digital Business & Consulting Group at Mindtree.

  • Prasad Prabhakaran

    I like the usage of ‘Phy-gital’.. its the reality.. how to create a one customer experience in both the worlds?