DIRECT COMMERCE ASSOCIATION
SERVING UP A COMPELLING VIEW OF 2015
The DCA conference at Queen’s Club By Chris Terelak, advisory board member Direct Commerce Association
In the footsteps of the world’s tennis greats, November’s DCA event at London’s Queen’s Club served up a vivid picture of how the multichannel landscape will shift in 2015. Te day was a vigorous reminder of the exciting times we live in and how much there is to explore and to do. A full schedule of presentations and discussions covered
news about apps on smart phones, affordable TV, wearable tech, Google’s new algorithms, tracked mail, EU data laws, getting your business into shape, ecommerce trends, going international – oh, yes, and the importance of keeping it simple. Here are simple and memorable take-outs from the main sessions.
For starters – smarter apps for smartphones
Smartphone ownership just keeps growing, and customers are inevitably using them for showrooming (ie having a good nose around) as part of the buying process. YUDU’s Richard Stephenson talked through the way smartphone friendly apps can showcase your products, in spite of the small screen size, though clever navigation, search and presentation. And that’s even if, like Screwfix, you have some 23,000 SKUs. Smartphone apps are set to get smarter in the year ahead.
From call centre to customer hang-out
Syntec’s Simon Beeching showed how cloud-based contact centre technology is helping the integration of multichannel offerings
with contact centre screens, as well as call-routing with full customer information for customer service teams. As a result, for example, a travel company can see which holidays a customer has browsed online. For some, call centres are now ‘customer hang- outs’ – as comfortable and welcoming as your favourite coffee shop. Expect more of a ‘hang-out’ feel to call centres in 2015.
Pandas, penguins, wearable tech and things to do
Keeping your web site in good order is a key requisite of looking good in Google algorithms. Te cutely named Panda and Penguin algorithms look respectively at the quality of site content and the quality of links, and they are being updated more frequently than ever. Te key advice is to keep your content and links well managed and then you should keep on good terms with pandas, penguins and all other cuddly calculations. Technology is also coming through in new consumer products.
Te headlines are being grabbed by Google glass which should be broadly available later in 2015. In the meantime lower cost tech wear like FitBit wristbands which monitor activity, calories and sleep are already a popular hit with fitness and tech fans alike. More broadly on the ecommerce front Chloe Tomas
predicted a focus on cross device messaging, marketing automation, more marketplaces like Ebay, and companies balancing their ad budgets and looking overseas. Yes, you’ll need to keep busy in 2015.
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