Location Is (Still) Everything:
How the Real and Virtual
Worlds Collide
David R Bell (www.davidrbell.com)
NASSCOM Feb 13 2...
18,000orders per day
1.2m sq ft
$545mAmazon acquisition
Warby Parker
1,000,000 No. 1$100m+
http://www.cbsnews.com/videos/warby-parker-tops-fast-company-
magazines-annual-list-of-most-innovati...
Metaphor and Framework
M AB =
DAB
1 +
PB
PA
https://www.jet.com/#/
Aggregate Space-Time Sales Pattern
(Shaded areas: Zip codes and at least
1 customer within the cumulative time
period)
6 months
18 months
30 months
42 months
Disaggregate Space-Time Sales Pattern
(Shaded areas: Zip codes and at least 1
customer within the cumulative time
period)
Philadelphia
New York
Month 1
San Francisco
Los Angeles
Las Vegas
Phoenix
Salt
Lake
City
Philadelphia
New York
Month 2
San Francisco
Los Angeles
Las Vegas
Phoenix
Salt
Lake
City
Philadelphia
New York
Month 3
San Francisco
Los Angeles
Las Vegas
Phoenix
Salt
Lake
City
Philadelphia
New York
Month 4
San Francisco
Los Angeles
Las Vegas
Phoenix
Salt
Lake
City
Philadelphia
New York
Month 5
San Francisco
Los Angeles
Las Vegas
Phoenix
Salt
Lake
City
Philadelphia
New York
Month 6
San Francisco
Los Angeles
Las Vegas
Phoenix
Salt
Lake
City
Philadelphia
New York
Month 6
San Francisco
Los Angeles
Las Vegas
Phoenix
Salt
Lake
City
Philadelphia
New York
Month 45
San Francisco
Los Angeles
Las Vegas
Phoenix
Salt
Lake
City
Adjacency
Warby Parker
Channel 1: Online
Channel 1: Online
Channel 2: Sampling
SHOWROOMS
Channel 2: Sampling
Channel 3: Showroom
Home Try-On
Traditional Online Showroom
Impact of Showrooms on Sales
Home
Try-On Sales
5%
Web Sales
3.5%
Total Sales
8.8%
Impact of Showrooms on
Operational Efficiency
Web
Returns
1.2%Home
Try-On Repeat
1.5%Home
Try-On
Orders
7.8%
Topography
Source: Euromonitor, Morgan Stanley Research; excludes travel
0%
2%
4%
6%
8%
10%
12%
10%
8%
6%
1%
USUK China India
Implica...
Implications for India
Information
Drives Choice
Online needs
Offline
Some products now
best fulfilled online
Mobile chang...
Five “Game-Changers’ of Mobile
THANK YOU
ISOLATION CASE STUDY
OFFLINE OPTIONS = ONLINE NEED
SIX PRINCIPLES OF GRAVITY
G EOGRAPHY— Real world options shape
virtual world behavior.
R ESISTANCE— Frictions frustrate — ...
A DJACENCY—Seed local demand and let
proximity power it.
V ICINITY—Form communities around preferences.
SIX PRINCIPLES OF ...
I SOLATION— Identify and invest in the isolated.
Y OU
T OPOGRAPHY— Use each world— real and
virtual—to enhance what you do...
NASSCOM ILF 2015: Location is (still) everything by David R Bell
NASSCOM ILF 2015: Location is (still) everything by David R Bell
NASSCOM ILF 2015: Location is (still) everything by David R Bell
NASSCOM ILF 2015: Location is (still) everything by David R Bell
NASSCOM ILF 2015: Location is (still) everything by David R Bell
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NASSCOM ILF 2015: Location is (still) everything by David R Bell

NASSCOM ILF 2015: Location is (still) everything by David R Bell
Published on: Mar 3, 2016
Published in: Internet      
Source: www.slideshare.net


Transcripts - NASSCOM ILF 2015: Location is (still) everything by David R Bell

  • 1. Location Is (Still) Everything: How the Real and Virtual Worlds Collide David R Bell (www.davidrbell.com) NASSCOM Feb 13 2015
  • 2. 18,000orders per day 1.2m sq ft $545mAmazon acquisition
  • 3. Warby Parker
  • 4. 1,000,000 No. 1$100m+ http://www.cbsnews.com/videos/warby-parker-tops-fast-company- magazines-annual-list-of-most-innovative-companies-in-the-world/
  • 5. Metaphor and Framework M AB = DAB 1 + PB PA
  • 6. https://www.jet.com/#/
  • 7. Aggregate Space-Time Sales Pattern (Shaded areas: Zip codes and at least 1 customer within the cumulative time period)
  • 8. 6 months
  • 9. 18 months
  • 10. 30 months
  • 11. 42 months
  • 12. Disaggregate Space-Time Sales Pattern (Shaded areas: Zip codes and at least 1 customer within the cumulative time period)
  • 13. Philadelphia New York Month 1 San Francisco Los Angeles Las Vegas Phoenix Salt Lake City
  • 14. Philadelphia New York Month 2 San Francisco Los Angeles Las Vegas Phoenix Salt Lake City
  • 15. Philadelphia New York Month 3 San Francisco Los Angeles Las Vegas Phoenix Salt Lake City
  • 16. Philadelphia New York Month 4 San Francisco Los Angeles Las Vegas Phoenix Salt Lake City
  • 17. Philadelphia New York Month 5 San Francisco Los Angeles Las Vegas Phoenix Salt Lake City
  • 18. Philadelphia New York Month 6 San Francisco Los Angeles Las Vegas Phoenix Salt Lake City
  • 19. Philadelphia New York Month 6 San Francisco Los Angeles Las Vegas Phoenix Salt Lake City
  • 20. Philadelphia New York Month 45 San Francisco Los Angeles Las Vegas Phoenix Salt Lake City
  • 21. Adjacency
  • 22. Warby Parker
  • 23. Channel 1: Online
  • 24. Channel 1: Online
  • 25. Channel 2: Sampling SHOWROOMS
  • 26. Channel 2: Sampling
  • 27. Channel 3: Showroom
  • 28. Home Try-On Traditional Online Showroom
  • 29. Impact of Showrooms on Sales Home Try-On Sales 5% Web Sales 3.5% Total Sales 8.8%
  • 30. Impact of Showrooms on Operational Efficiency Web Returns 1.2%Home Try-On Repeat 1.5%Home Try-On Orders 7.8%
  • 31. Topography
  • 32. Source: Euromonitor, Morgan Stanley Research; excludes travel 0% 2% 4% 6% 8% 10% 12% 10% 8% 6% 1% USUK China India Implications for India
  • 33. Implications for India Information Drives Choice Online needs Offline Some products now best fulfilled online Mobile changes the game
  • 34. Five “Game-Changers’ of Mobile
  • 35. THANK YOU
  • 36. ISOLATION CASE STUDY
  • 37. OFFLINE OPTIONS = ONLINE NEED
  • 38. SIX PRINCIPLES OF GRAVITY G EOGRAPHY— Real world options shape virtual world behavior. R ESISTANCE— Frictions frustrate — identify and eliminate.
  • 39. A DJACENCY—Seed local demand and let proximity power it. V ICINITY—Form communities around preferences. SIX PRINCIPLES OF GRAVITY
  • 40. I SOLATION— Identify and invest in the isolated. Y OU T OPOGRAPHY— Use each world— real and virtual—to enhance what you do in the other. SIX PRINCIPLES OF GRAVITY

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