#  Extras: Social Commerce, Tesco Führung, Gilt, Use a Brand 

Einige weitere spannende E-Commerce-News aus den vergangenen Tagen:

**Social Commerce Special  
** In der Februar-Ausgabe der UK-Edition von Wired ist eine große Titelstory über Social Commerce erschienen. Social Commerce Today hat die wesentlichen Punkte aus dem Artikel zusammengefasst:

> "Social Commerce enhances the retail business for retailers by turning electronic word of mouth into sales – a share on Facebook generates $2.52 for ticketing site Eventbrite, and $20,000 in additional drinks revenue were generated for London restaurant Preto following a Groupon group-buy promotion"
> 
> "Social commerce makes use of human psychology – the psychology of sunk costs; consumers change from sceptics to advocates once they own a product (part impression-management – we want to be seen as smart shoppers (which is why the average review is 4+ stars out of 5, and part “Post-decision dissonance management“))"
> 
> Reid Hoffman (LinkedIn founder) “You don’t say, ‘Wow, I bought this really cool toaster,” he says. “But it’s really relevant with music, movies, books – they are part of our identity, and they’re repetitive purchases. We buy maybe three books a month, at least one album a month, see three movies. That’s key. Look for purchases that can be part of people’s everyday lives”

Der Wired-Artikel scheint eine gute Gesamtübersicht zu liefern.

**Social(?) Commerce  
** Liz Gannes von All Things Digital ist nicht überzeugt, dass vieles von dem, was heute unter Social Commerce firmiert, wirklich social ist.

> "[W]hen you think about massive new Web commerce businesses like Groupon and Gilt Groupe, they’re barely social at all.
> 
> Sites like Gilt are supposedly exclusive discount fashion communities, but the reality is they will take anyone who will pay. Groupon, which just got Google to say it was worth as much as $6 billion and is on the verge of an investor valuation of $4.75 billion, is a glorified email list."

**Gilt Groupe  
** Auf der Q&A-Site Quora gibt Matthew Carrooll, ein Entrepreneur, der bereits mit Gilt zusammengearbeitet hat, Einblicke in das Geschäftsmodell von Gilt :

> "It's a brilliant model, they run the sale and collect cash immediately on purchase. Based on Sales, they purchase only what was sold nearly eliminating their inventory risk. Additionally because of their credit terms, they are holding cash at the market rate of equity for the 15-20 days (assume 5 days for shipping) – a killer benefit for them.
> 
> [Note: If you are building a model on this don't forget that they are taking an average of 1.75% of Gross Sales in credit card fees]
> 
> One interesting aspect of Gilt is that they pay via WIRE – probably one of the most interesting aspects of the cash cycle. Let's take the Groupon Model where the company mails the vendor a check. In addition, Groupon could implement an accounting control whereby ALL checks are issued on a Thursday. This means that Groupon effectively has somewhere between 3-10 days of cash that it's holding at the market rate of equity [think about how big of a number that is when you are talking about the discount rate applied to a $1.35B valuation on $400m in Rev – It's a ridiculous model]."

**Tesco**  
Wechsel an der Spitze von Tesco.com und ein paar spannende Einblicke in die Führungs- und Organisations-Strukturen von Tesco.com

> "Laura Wade-Gery, CEO of Tesco.com is leaving Tesco.com to join the newly formed Tesco UK Board of Directors reporting to our forthcoming new Tesco chief Philip Clarke.
> 
> Laura's role is being taken by Ken Towle, currently CEO of Tesco's China operation. Ken will have the new title 'Director of Internet Retailing'.
> 
> Ken Towle was the person who led us at the origins of Tesco online in the 1990s. When I joined the fledging 'team of ten' in early 1995, Ken was project manager for the "_see what we can do with this thing called the internet_ " venture.
> 
> It is interesting to note that Ken is 'Director of Internet Retailing' rather than continuing the 'CEO' role."

**Virtuelle Güter  
** TechCrunch fasst die Entwicklung virtueller Güter in 2010 zusammen:

> "$7,300,000,000: expected global revenue generated by the virtual goods industry in 2010. This is huge, considering the $60 billion generated in 2009 by the video game industry as a whole, and clearly shows that browser-based gaming is making great strides."

**Börsengang: Facebook vs. Google  
** Umair Haque vergleicht das Vorgehen auf dem Weg zum Börsengang von Facebook und Google:

> "Consider, for a moment, a historical contrast. When Google IPO'd, it explicitly refused to play by Wall St's rules–instead, issuing equity in a relatively open Dutch auction"
> 
> "Today, we have Facebook–not challenging Wall St's rules, but, instead, endorsing and subscribing to them. Facebook's quasi-IPO is a deal with Goldman to build an SPV through which high-net-worth investors can essentially buy blocks of Facebook equity."
> 
> "The difference between the two? In a word: resilience. 21st century advantage. Facebook's great challenge isn't cashing out; rather it's cashing out that vividly demonstrates the great challenge that Facebook, like 90% of industrial age firms, faces: learning to create thick, shared value."

**Use a Brand  
** Die Wiener Mode-Crowdsourcing-Plattform "Use a Brand " bietet jetzt das Produktionsmanagement auch für Mitbewerber an:

> „Durch die unterschiedlichen Einreichungen gibt es einfach unterschiedliche Anforderungen an die Nähereien. Es hat sich gezeigt, dass man für jeden Bereich einen Spezialisten braucht. Die haben wir jetzt gesammelt“, so Baier.
> 
> Und genau diese Sammlung will man den Menschen gegen Bezahlung und inklusive Beratung zur Verfügung stellen. Das sind vor allem Modestudenten, aber auch Designer, die noch kein Netzwerk haben. Oder auch Firmen, die spezielle Merchandising-Aufträge haben."

**Apple**  
Mac Rumors weist auf weitere Patentanmeldungen von Apple im Shoppingbereich hin:

> "The first patent, noted by AppleInsider, is entitled "Social Networking in Shopping Environments" and was filed in June 2009.
> 
> It addresses methods by which customers can use social networking tools to select items while shopping and solicit opinions on the appropriateness of the articles from friends. In some variations, store employees could also tap into the system to offer their feedback on proposed purchases and alternatives available in the store."
> 
> "A second patent application, known as "Systems, Methods, and Computer-Readable Media for Community Review of Items in an Electronic Store" , was also filed in June 2009 and addresses online marketplace as opposed to the brick-and-mortar stores addressed in the first application."

Wir hatten vor einem halben Jahr bereits auf E-Commerce-Patentanmeldungen von Apple hingewiesen .