E-commerce trends are putting consumers first, says former Sportsbet COO
Growth in e-commerce means businesses need to put customers at the centre of all planning, the former COO of Sportsbet has said.
According to Luke Rattigan, former COO of Sportsbet: “Purpose-led businesses start from the inside out. They start with why: why are we here, why are we doing this, why do we care?”
Rattigan shared insights into Sportsbet’s journey as an e-commerce company with significant amounts of transactional data, emphasising the importance of “marrying data together”.
The former COO shared some key e-commerce trends which business should pay attention to: contextual e-commerce, video, messaging apps and the evolution of augmented reality and virtual reality.
“Contextual e-commerce, this is about bringing the point of purchase to the customer” which can be potentially very dangerous and disruptive to the market places and search engines, he said.
Video was another trend mentioned throughout the session, with Rattigan labelling three types which consumers should be aware of: video without sound (using text as an overlay), an’ audition video’ which demands viewers attention in the first three seconds, and the live streaming of video.
Messenger apps were listed as an ‘on-the-rise’ trend, with Rattigan saying: “They’re the future of e-commerce, future communications platforms, future sourcing and future payment platforms.”
The way humans are interacting and communicating with technology is rapidly changing, he said, giving way gradually to new ways of interacting such as AR and VR, which was the final trend mentioned throughout the session.
Rattigan wrapped up his session by reminding companies to form a singular customer view and use the purpose-led approach.
Andrew Knott, CMO and executive general manager of marketing at NAB, followed Rattigan’s discussion by emphasising the challenge with using data in business.
Finding the valuable data amongst the aggregate numbers can be difficult and, according to Knott, there are not enough experts to analyse it.
The audience was also reminded to look at service opportunities and not just sales outcomes when interpreting data.
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