Un área que se encuentra en constante crecimiento es el comercio electrónico, el cual, ya sea por los constantes avances tecnológicos que se integran al mercado todos los días o por los la necesidad de reinventarse para ganar la preferencia del público meta, se encuentra en constante transformación. Una prueba clara de esto es que la participación del e-commerce en las ventas del retail en general (en todo el mundo) han presentado una tendencia de constante aumento, de tal manera que del 2015 al 2018 se pasó del 7.4 por ciento al 11.9 por ciento. Para este 2019 se calcula que esta cifra podría alcanzar los 13.7 por ciento, mientras que para 2021 sería de 17.5 por ciento.
Del 2014 al 2018, las ventas por el e-commerce en todo el mundo pasaron de los 1,336 MDD a los 2,842 MDD (poco más del doble). En lo que refiere al 2019, este indicador podría ser de 3,453 MDD, en tanto que para 2021 esto podría llegar a los 4,878 MDD.
A propósito del comercio electrónico, se dieron a conocer los nominados en la categoría de Creative E-commerce, de la 66 edición de Cannes Lions, los cuales te presentamos a continuación.
Oter FMCG
| SCENT BY GLADE | S.C JOHNSON | GLADE | OGILVY Chicago | USA |
Healthcare
| THERAFLU TRACKER | GSK – THERAFLU | THERAFLU | WUNDERMAN THOMPSON Bogotá | COLOMBIA |
Consumer Durables
| HEY GOOGLE, ASK NIKE | NIKE | NIKE | R/GA New York | USA |
| AIR MAX GRAFFITI STORES | NIKE | AIR MAX | AKQA São Paulo | BRAZIL |
Retail
| CAR-2-BIKE | VELORETTI | VELORETTI BIKES | VELORETTI Amsterdam | THE NETHERLANDS |
| THE WHOPPER DETOUR | BURGER KING | FOOD | FCB NEW YORK | USA |
| MUSEUM OF ROMANTICISM | IKEA | IKEA LIVING ROOMS | McCANN SPAIN Madrid | SPAIN |
Not-fot-profit / Charity / goverment
| PAY IT FORWARD | THE BIG ISSUE | THE BIG ISSUE | FCB INFERNO London | UNITED KINGDOM |
Corporate Social Responsability (CSR)
| DO BLACK – THE CARBON LIMIT CREDIT CARD | DOCONOMY | DO BLACK | RBK COMMUNICATION Stockholm | SWEDEN |
Payment solutions: Software & apps
| DO BLACK – THE CARBON LIMIT CREDIT CARD | DOCONOMY | DO BLACK | RBK COMMUNICATION Stockholm | SWEDEN |
Payment solutions: Devices & Technology
| COMPLEXCON | ADIDAS ORIGINALS | ADIDAS ORIGINALS | JAM3 Toronto | CANADA |
| PAY PER BEER | AB INBEV | BRAHMA BEER | AFRICA São Paulo | BRAZIL |
Retail promotions & in-store integration
| THE WHOPPER DETOUR | BURGER KING | FOOD | FCB NEW YORK | USA |
| KFC CHRISTMAS POCKET STORE | YUM CHINA | KFC CHRISTMAS FRIED CHICKEN SHOP | ISOBAR CHINA GROUP Shanghai | CHINA |
Loyalty Programmes
| JERSEY ASSURANCE | AMERICAN EXPRESS | JERSEY ASSURANCE | MOMENTUM WORLDWIDE New York | USA |
Social Business & Commerce
| KFC CHRISTMAS POCKET STORE | YUM CHINA | KFC CHRISTMAS FRIED CHICKEN SHOP | ISOBAR CHINA GROUP Shanghai | CHINA |
UX, UI & Journey Design
| PET-COMMERCE | PETZ | ECOMMERCE | OGILVY São Paulo | BRAZIL |
Predictive Data Targeting
| THERAFLU TRACKER | GSK – THERAFLU | THERAFLU | WUNDERMAN THOMPSON Bogotá | COLOMBIA |
Customer Acquisition
| CAR-2-BIKE | VELORETTI | VELORETTI BIKES | VELORETTI Amsterdam | THE NETHERLANDS |
| KFC CHRISTMAS POCKET STORE | YUM CHINA | KFC CHRISTMAS FRIED CHICKEN SHOP | ISOBAR CHINA GROUP Shanghai | CHINA |
End to end Customer Journey
| THIS IS HOW YOU SONIC | SONIC DRIVE-IN | SONIC MOBILE ORDER AHEAD APP | R/GA AUSTIN | USA |
Local Brand
| UCB AGROBANKING | UCB – UCASH, SHWAPNO | MOBILE BANKING SERVICE | GREY BANGLADESH Dhaka | BANGLADESH |
Challenger Brand
| DO BLACK – THE CARBON LIMIT CREDIT CARD | DOCONOMY | DO BLACK | RBK COMMUNICATION Stockholm | SWEDEN |
Single-market Campaign
| CAR-2-BIKE | VELORETTI | VELORETTI BIKES | VELORETTI Amsterdam | THE NETHERLANDS |
| VEGI-BUS | Vegibus Inc | VEGITABLE | HAKUHODO INC. Tokyo | JAPAN |
| HAGGLEBOT | FLIPKART INTERNET PVT LTD | SALE EVENT – FLIPKART’S THE BIG BILLION DAYS | DENTSU WEBCHUTNEY Bangalore | INDIA |
| THERAFLU TRACKER | GSK – THERAFLU | THERAFLU | WUNDERMAN THOMPSON Bogotá | COLOMBIA |
| AIR MAX GRAFFITI STORES | NIKE | AIR MAX | AKQA São Paulo | BRAZIL |
Social Behaviour & cultural Insight
| ADDRESS THE FUTURE | CARLINGS | THE DIGITAL COLLECTION | VIRTUE Copenhagen | DENMARK |
| COMPLEXCON | ADIDAS ORIGINALS | ADIDAS ORIGINALS | JAM3 Toronto | CANADA |
| HAGGLEBOT | FLIPKART INTERNET PVT LTD | SALE EVENT – FLIPKART’S THE BIG BILLION DAYS | DENTSU WEBCHUTNEY Bangalore | INDIA |
Breakthrough on a Budget
| BIHOR COUTURE | BEAU MONDE | FASHION MAGAZINE | McCANN BUCHAREST | ROMANIA |
| OPEN SHELVES | WRITER’S BOOKSTORE | BOOKS | WAVEMAKER HUNGARY Budapest | HUNGARY |
