Derby della Madonnina: AC Milan vs. Inter

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Exactly a month after the AC Milan vs. Inter derby was postponed, here we were with my 3 years old son, back on our journey to Milan to kick off properly our football derbies challenge. This was going to be an amazing 36 hours round trip, full of excitement, adrenaline and challenges. But before, I take you on a damp Wednesday evening at the San Siro, let me tell you about our journey to get there.

The journey

Arriverdverci London

5.30 am – Only had couple of hours sleep that I must wake up my son to dress him up. No easy feat I can tell you. 30min later, all dressed up and with our backpacks (he insisted in taking few toys in his own backpack!), we make our way to Gatwick Airport to take the

8.55 am – on board our flight to Milan Malpenza. We know well this airport from last month and it is really easy access to Milan. My son is fluey and I check the weather forecast, which is not looking good, heavy rain with thunderstorms. I curse my bad luck. I am worried that the game gets cancelled because of the thunderstorms (it has happened to me before) and I need my son to be on top form. Wisely I had taken my secret weapon…Calpol. Our flight leaves on time and 2 hours later we land in Milan with my son having slept all way through.

Buongiorno Milan

1.30 pm – we take the Malpenza Express at the airport train station that will take us straight to Cadorna Stazione. Commute: 40 min, 13 €. We then take a taxi to the hotel, another 40min and by 2.30pm we are finally lying on our hotel bed. Time to order some room service to get some ham and cheese toast. My son is not looking great I must say, a bit lethargic. Ok time to act. A wee bit of Calpol and a power nap I hope will do the trick. While he sleeps, I am checking how long it takes to get to the San Siro, 30min Google tells me. The game is at 6.30pm and I want to be at least an hour before kick off time. Therefore, I settle on leaving at 4.30pm.

On route to the San Siro

‘Madonna’ it rains like crazy. No umbrella, no rain jackets and the little one coughing like crazy, I can picture my wife complaining about taking him to a football game in his state. Sod it, I have not come all this way to give up. Another injection of Calpol will do the trick and give him enough energy to last the game! I order a Uber from the hotel and an immaculate Mercedes e Class comes to collect us. I am loving the comfort. And boy did we need it. Traffic jam after traffic jam. Our driver re-assures me that we will be on time but I can see the clock ticking along and us not moving. I check Google map and we are still 40 min walk away from San Siro. Normally I would have got us walking, but in my son’s state no way and it is absolutely pouring outside. Now I am getting a little bit stressed. 1h30 min later I can see the San Siro, phew I can breathe but by now it is 6pm. i decide to do the last few 100 meters walking.

Soaking the atmosphere

6 pm – Well the only thing soaking here is us. Soaking wet that is. Every fans are running to the gates and as we are about to do the same, my son tells me he wants to eat. S****! By the time I get him a hot dog I will have missed the warm up. Never mind, you need to have your priorities right (up to now you may doubt my ability to do so, I don’t blame you). We got to the food stand in front of the gate and order a nice hot dog. Eat in or take away he asks me. I am thinking, do I look to be wanting to eat it outside? I rush to Gate 7 and lucky for us, the rain has calmed down and very little queue.

Entering the San Siro

6.15pm – The security guy asks to see both my tickets and IDs. ‘Come again’ is my response. I have not taken any passports, why would I. Well it turns out that you have to at the San Siro. Now I panick. 2 trips to Milan, few quids out of my pocket, a tired son, you have got to be kidding me. Lucky for me, I have my driving licence but my son…by then the queue started to get longer and the game being minutes away, few home fans put him under pressure to let us pass. I just heared ‘bambini’, which I assume was, ‘he is a small kid what damage can he do!’ He gives me a smile and says ‘next time…’. Yeah right, no time to listen I am now rushing to the stairs. Another security check. This time, no issues.

This is what it is all about

We make the long journey to the top in about 5min (10 stair cases to go up). We arrive and both look at each others and wow, the magic happens. 80,000 fans shouting and getting ready for a gladiators fight. The noise is from a different planet, with over 100 decibels. This is the equivalent of a Boeing 707 taking off. Each end suddenly explodes ten minutes before kick off into huge, perfectly choreographed displays of banners. The whole vibrant spectacle is down to the dedicated work of hundreds of members of the much-aligned ultras. I get straight onto the camera and starts recording both ‘curvas’. Curva Sur for the AC Milan kop and Curva Norte for the Inter kop. We are seating next to curva norte. AC Milan kop deployed an amazing tifo and Franco Baresi comes and lay flowers in memory of the late Ray Wilkins. Nice touch.

The game and the fans

The first interesting fact is that the fans mix themselves, in the same way they would do in the Merseyside derby. It is all in good spirit, no fights, no intimidation. Even close to the away fans nothing gets thrown. I was surprised as it was coined as one of the most violent derbies in world football. Other interesting fact is that people smoke, and not just cigarettes. Some cultural habits cannot go away that easy. Also, if you are relatively tall like me (1.80m), your knees will be in the person in front of you. This arena was clearly made to be standing up.

The game itself is not great. Italian football has never been my cup of tea but they are easily the 5th best league in European football nation right now. We get to experience two goals but both ruled out after VAR. The noise when the goals are scored is indescribable. You get goose pumps. I know now why my cousin told me he could not hear his team mates when he played at the San Siro vs. AC Milan. I could not hear my son talk to me! The sound reverberation is phenomenal.

The first 45min flew by. At half time my son tells me he is cold. I am in trouble now. I tell him 15min more min, then 5 and then promise him some treats at the hotel. This works until the 70th minute but then we make our way out. This is the longest he has been able to stay at a game and I am pleased with what we experienced.

I bought him a friendship scarf on our way out so that we can start decorating his room…well try to before his mother notices it!

VAR

I was not planning on discussing it but then it occurred twice during the game, and as a fan I feel compelled to give my opinion on the subject.

I love the fact that we can give a fairer outcome to our game. I really do. I embrace goal line technology for example and I hate Platini’s idea of 5 referees, which is pointless. But I must agree with Pochettino. VAR kills the atmosphere and the essence of what a football game is all about. When Inter score the first goal, there were amazing celebrations at their end for few seconds and a barrage of abuse at the other end. But rapidly, the speaker and score board annouced VAR and the whole stadium quieten down. 5min later (truly 5min) he cancelled the goal, which was the right decision. At this point AC Milan fans erupted. But in between, the away fans did not know whether to celebrate and the away fans did not know whether to shout and vent their anger. We were in limbos. I agree with Pochettino that VAR is a bad idea. Unlike goal line technology, which is instant, VAR delays the output and by default kills the adrenaline of the moment. Until they can decide on the validity of a goal in a split of a second, I would rather the referee give a bad decision and be the talking point the next day but at least it would keep the emotions high within the stadium.

Our way back to the city centre

In one word, nightmare! I am looking for a taxi as it is raining a lot and get straight onto my Uber app. It tells me 5min. Fantastic. Issue, the taxi is not coming to the right location and after 15min of making me go up and down various avenues, cancel my trip. Ouch, the stadium is starting to empty itself and I make my way to the metro M5 (easiest way to San Siro and back to Milan). I can’t be bothered being jam packed so I keep asking Uber for a taxi. It is always the same one that comes back. Luckily, this time he comes to the right place. 30min later we are at the hotel, ordering room service and reflecting on what has been an extraordinary day.

Journey back home

9am – we go and get our breakfast and order a taxi to take us to the train station. We arrive at the airport just before noon and then fly back to London and arrive at home at 4pm. My son is delighted to see all is toys again and I am delighted with our trip. Before going to sleep it tells me ‘I enjoyed travelling with you dad and going to the game’. I did not need anymore to know that the next journey, will be another amazing adventure.

Costs

Flights: £150
Hotel: £100/night (for four)
Trains: £25
Taxi: £150 (for four days). To go to San Siro (£30 each way)
Food: £10/pers per meal
Match ticket: £130 viagogo

The overall experience

City accommodation: 10/10
Transport: 10/10
City history: 10/10 (a lot of history, museums)
Football atmosphere in the city: 2/10 (you don’t feel it is a derby day)
Football atmosphere in the stadium: 10/10
Insecurity: 10/10 (never felt in danger)
Quality of football: 4/10
Costs: 6/10

Overall: 7.75/10

Conclusion

The whole purpose of this challenge was to educate my son and myself on discovering a new city, new culture, new history with an amazing football experience. For a first I must say that we go both and I can’t wait for the second adventure when the new football season starts. And please, remember that you can support our challenge by giving what you can and want to our selected charity, which is Football Beyond Borders.

Ciao.

Benoit Mercier

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San Siro Stadium Tour

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We start our football derbies challenge with a bang, AC Milan vs. Inter. My son is really excited and we arrive in Milan under the snow. We are not that well prepared and we could have done with some wellies. On the day of the game we learn that it has been postponed because the Fiorentina captain has died in the team hotel of a heart attack. Consequences for us is that we will not be watching the game this month, but there are more important things in life than football! Instead we get to visit Milan and what a beautiful city. The architecture is amazing (full report on our adventure will be written once we get to see the game). On the Monday we are heading towards the San Siro to visit one of the most iconic stadium in the world, where battles have been fierce.

San Siro stadium

The Stadio Giuseppe Meazza, commonly known as San Siro, is a football stadium in the San Siro district of Milan, Italy, which is the home of A.C. Milan and Inter. It has a seating capacity of 80,018, making it one of the largest stadiums in Europe, and the largest in Italy.

Construction of the stadium commenced in 1925 in the district of Milan named San Siro, with the new stadium originally named Nuovo Stadio Calcistico San Siro (San Siro New Football Stadium). The idea to build a stadium in the same district as the horse racing track belonging to the man who at that time was the president of A.C. Milan, Piero Pirelli. The architects designed a private stadium only for football, without the athletics tracks which characterized Italian stadiums built with public funds. The inauguration was on 19 September 1926, when 35,000 spectators saw Inter defeat Milan 6–3. Originally, the ground was home and property of A.C. Milan. Finally, in 1947, Inter, who used to play in the Arena Civica downtown, became tenants and the two have shared the ground ever since.

From 1948 to 1955, engineers Armando Ronca and Ferruccio Calzolari developed the project for the second extension of the stadium, which capacity was meant to increase from 50,000 to 150,000 visitors. Calzolari and Ronca proposed three additional, vertically arranged, rings of spectator rows. Nineteen spiralling ramps – each 200-meter-long – allow to access the upper ranks. In the course of the execution, the realisation of the highest of the three rings was abandoned and the number of visitors limited to 100,000.On 2 March 1980 the stadium was named for Giuseppe Meazza (1910–1979), one of the most famous Milanese footballers.

The stadium underwent further renovations for the 1990 World Cup with $60 million being spent, bringing the stadium up to UEFA category four standard. As part of the renovations, the stadium became all seated, with an extra tier being added to three sides of the stadium. This entailed the building of 11 concrete towers around the outside of the stadium. Four of these concrete towers were located at the corners to support a new roof, which has distinctive protruding red girders.

Architect

Armando Ronca (13 September 1901 – 19 March 1970) was an Italian architect who has executed numerous buildings and interior designs, mainly in South Tyrol, Trentino and Milan

Stadium Tour

No need to pay online, it is only in Italian, and you can pay at the gate. We took a taxi from Duomo, in the city centre where our hotel was, to the San Siro. The fare was approx. 15€ for approx. 30min drive.

Arrived at the San Siro and the least I can say is that it is an imposing structure but full of concrete like Santiago Bernabeu (not pretty and lack of colours).

Make your way to Ingresso 8 (gate 8) and their we got to stand in the queue for 30min. They only had two people issuing tickets with only one credit card machine (really annoying).

The price of the ticket is 17€ and free for kids under 5. You go through metal detector and make your way to the museum. Did I say museum? It is basically a room with players shirts, one trophy and few other memorabilia. The best thing about it, is the fusball table where I got to play with my son.

After 15min, we then made our way to the stadium. We pass what I assumed was the press area where players stop for interviews after they got changed, but not confirmed. It is a self guided tour…with no information! There is some really friendly staff that do give us some info and mention that the AC Milan and Inter dressing rooms are of the same size but different configuration. Players shorts are hung and you get to take pictures. You can’t see other amenities disappointingly.

You then take a long tunnel towards the pitch and it is the perfect time for the little one to stretch his legs. You emerge on the other side and then wow. What an impressive sight. You are in the arena and feel like a gladiator. But then after the wow factor comes in the reality. You start to realise that it is dilapidated. Also, because the ground is shared, you don’t feel a sense of belonging. You usually have fans banners but this is after all a neutral ground. It originally was AC Milan and there are talk of Inter moving away. It would make sense. As a neutral fan, I associate the San Siro with AC Milan rather than Inter. The seats are worn out and it would need some renovation. We make our way to the terraces (not a good idea to bring a pram!) and my son gets to shout. Well his shout goes all around the stadium and I can only imaging how deafening it must be when full capacity with flares and crackers.

We then make our way out of the stadium and the visit is concluded. Overall, disappointing. Such and iconic and amazing stadium and yet an over prices tour. They could do so much more with it! You can view my video below:

http://www.sansiro.net/?page_id=1757&lang=en

Cost: 17€ adult, 12€ juniors and free under 5
Stadium architecture: 10/10
Stadium history: 10/10
Stadium tour: 1/10
Overall mark: 7/10

Benoit Mercier

First derby for the challenge is…AC Milan v Inter Milan

Ok, I have now reviewed my options and I have decided to start our challenge in Milan for what should be a cracking of an opening for us. The game is on the 4th March at 3pm local time.

The Derby della Madonnina is one of the most sought after. Looking forward to visiting Milan and its rich history, as well as, the famous San Siro.

Remember, you can help me: https://www.crowdfunder.co.uk/football-beyond-borders-derbies?tk=e1462d1e565825ec5eb17bfa158daac3485aa036

And don’t forget that it is also for the FBB charity: https://www.justgiving.com/fundraising/ben-mercier1

Look out in a month’s time for the first report!

Benoit Mercier

Wembley Stadium Tour

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Wow it has been ages since I last did a stadium tour with my son. 8 months to be precise. It is amazing how little time you have with your second child. Now, my wife tells me that she is inviting her NCC friends for my daughter’s first birthday. The brief was concise, find something else to do with your son whilst I have a blast with my girlfriends. I didn’t need much before planning my next trip. I asked my son if he wanted to go to Wembley and within seconds of his positive response we were on our way up the M25.

Wembley Stadium

Wembley Stadium is a football stadium in Wembley, London, England, which opened in 2007, on the site of the original Wembley Stadium, which was demolished from 2002–2003. The stadium hosts major football matches including home matches of the England national football team, and the FA Cup Final. The stadium is also the temporary home of Premier League football club Tottenham Hotspur while White Hart Lane is being demolished and their new stadium is being constructed.

Wembley Stadium is owned by the governing body of English football, the Football Association(the FA), through its subsidiary Wembley National Stadium Ltd (WNSL). The FA headquarters are in the stadium. With 90,000 seats, it is the largest football stadium in England, the largest stadium in the UK and the second-largest stadium in Europe. Designed by Populous and Foster and Partners, it includes a partially retractable roof and the 134-metre-high (440 ft) Wembley Arch. The stadium was built by Australian firm Multiplex at a cost of £798 million (£1.09 billion today).

In addition to England home games and the FA Cup final, the stadium also hosts other major games in English football, including the season-opening FA Community Shield, the League Cup final, the FA Cup semi-finals, the Football League Trophy, the Football League play-offs, the FA Trophy, the FA Vase and the National League play-offs. A UEFA category four stadium, Wembley hosted the 2011 and 2013 UEFA Champions League Finals, and will host both the semi-finals and final of UEFA Euro 2020. The stadium hosted the Gold medal matches at the 2012 Olympic Games football tournament. The stadium also hosts rugby league’s Challenge Cup final, NFL London Games and music concerts.

I did my first stadium tour in 96 and I must say that to date it will remain one of the most magical one in my life. I remember seeing the twin towers, the wooden blue sits and its sand pits. I also remember walking onto the pitch it what was the most beautiful stadium of all. What a mess the FA have done with the new design. Look at the below with the twin towers and its unique lightening system. I blame the idiots at the FA, the stupidity of English Heritage and brent council for this monumental cock up. Do you know how the twin towers were destroyed? Fittingly by Germans like on the pitch! The Twin Towers were the last structure of Wembley to be demolished. Preliminary demolition work started in December 2002 with the concrete crowns being removed from the top of the flagpoles. The towers were demolished in 2003 by a large Liebherr 974 crawler excavator referred to as “Goliath”, made in Germany specifically for the task. The original foundations of Watkin’s Tower were rediscovered during the demolition. The top of one of the towers was moved to be installed as a memorial at St Raphael’s Estate.

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Architects

Wembley was designed by architects Foster + Partners and Populous (formally HOK Sport) and with engineers Mott Stadium Consortium, who were a collection of three structural engineering consultants in the form of Mott MacDonald, Sinclair Knight Merzand Aurecon. The design of the building services was carried out by Mott MacDonald. The construction of the stadium was managed by Australian company Multiplex and funded by Sport England, WNSL (Wembley National Stadium Limited), the Football Association, the Department for Culture Media and Sport and the London Development Agency. It is one of the most expensive stadia ever built at a cost of £798 million, and has the largest roof-covered seating capacity in the world. Nathaniel Lichfield and Partners was appointed to assist Wembley National Stadium Limited in preparing the scheme for a new stadium and to obtain planning and listed building permission for the development. 

The all-seater stadium is a bowl design with a capacity of 90,000, protected from the elements by a sliding roof that does not completely enclose it. It can also be adapted as an athletic stadium by erecting a temporary platform over the lowest tier of seating. The stadium’s signature feature is a circular section lattice arch of 7 m (23 ft) internal diameter with a 315 m (1,033 ft) span, erected some 22° off true, and rising to 133 m (436 ft). It supports all the weight of the north roof and 60% of the weight of the retractable roof on the southern side. The archway is the world’s longest unsupported roof structure.

A “platform system” has been designed to convert the stadium for athletics use, but its use would decrease the stadium’s capacity to approximately 60,000. No athletics events (track and field) have taken place at the stadium, and none are scheduled. The conversion for athletics use was a condition of part of the lottery funding the stadium received, but to convert it would take weeks of work and cost millions of pounds.

Interesting facts about Wembley

  • The stadium contains 2,618 toilets, more than any other venue in the world. The guide was proud of this fact!
  • The stadium has a circumference of 1 km (0.62 mi).
  • The bowl volume is listed at 1,139,100 m3 (1,489,900 cu yd), somewhat smaller than the Millennium Stadium in Cardiff, but with a greater seating capacity.
  • At its peak, there were more than 3,500 construction workers on site.
  • 4,000 separate piles form the foundations of the new stadium, the deepest of which is 35 m (115 ft).
  • There are 56 km (35 mi) of heavy-duty power cables in the stadium.
  • 90,000 m3 (120,000 cu yd) of concrete and 23,000 tonnes (25,000 short tons) of steel were used in the construction of the new stadium.
  • The total length of the escalators is 400 metres (14 mi).
  • The arch has a cross-sectional diameter greater than that of a cross-channel Eurostar train

Stadium Tour

Make your way on the iconic Wembley Way and behind Bobby Moore’s statute, you will find the entrance to the stadium tour. Collect your pass and you wait in the cafe. In the cafe you can admire the original FA Cup, World cup Jules Rimet’s trophy. Suspended at the top is the cross bar that Geoff Hearst so famously thrashed whilst scoring a hat trick against West Germany in 1966.

The guide picks you up and shows you a replay of that famous goal. He then asks you the question whether it crossed the line and all say yes apart from two Germans that ask for goal line technology.

We then make our way into the stands to enjoy the view. The guide asks you to shout ‘goal’ and you can hear your voice going round the stadium. The corporate boxes’s windows around the stadium were built at a 5 degree angle in order for the noise to reverberate. The very enthusiast guide then explains that the pitch is 98% natural grass with 2% injected with artificial fibres to keep it immaculate. The roof is retractable in three places west, east and north to protect fans from the rain.

We then make our way to the press conference room. Very spacious but to my displeasure full of Tottenham branding material (grrr). Nothing against Spurs but when you go to see your national stadium you expect all to be about England.

Now, we make our way to the dressing rooms. 4 in total and of equal size. There isn’t a home or away dressing room like at club level. In fact there are small but luxurious. Because Wembley is used a lot for the NFL, an NFL team made up of 53 players, take two dressing rooms (offensive and defensive) and they have to take the doors down so that they can communicate.

Onto the pitch and my son is leading the line (too right future England captain) and his first word when he sees the pitch with the background noise is ‘wow’. It is all worth it.

We then take the famous steps to the Royal box where you get your picture taken with the original FA Cup (£10). As any good tour you finish next to the megastore.

A good tour with a nice guide but the Spurs branding diminishes the magic and yes I really miss the twin towers, the wooden seats and the sand. You must move on with your time many will say, I say sod it bring the magic back!

http://www.wembleystadium.com/Wembley-Tours.aspx

Cost:  £20 adult and £12 under 16. Free for under 5’s
Stadium architecture: 7/10
Stadium history: 4/10 (not the ground that would get 10 but the new wembley hasn’t see much yet)
Stadium tour: 7/10
Overall mark: 6/10

Benoit Mercier

No prisoners: e-Commerce Uses Game Theory to Capture Consumer Share of Wallet thanks to Nash Equilibrium

It is that time of year again. Christmas shopping must be done and deals are flying in all consumers inboxes. Whilst reading ‘The Bargaining Problem‘ by one of my favourite Mathematician/economist, it got me thinking how we use the Game Theory on a regular basis in eCommerce reflecting on my Christmas shopping behaviour (both as a consumer and retailer). Indeed, the rise and rapid proliferation of technology has forced companies to adapt in order to stay relevant and competitive. Specifically, the consumer retail industry has recently navigated this changing landscape by utilising collected consumer data to make prices dynamic depending on seasonal factors, locations (international businesses) and even the strategies of their competitors. These companies are trying to harness the power of technology to achieve perfect price discrimination, where the seller knows every buyer’s willingness to pay and can therefore maximise retail prices without exceeding the buyer’s walk away price.

John Nash and the Equilibrium Point

John Forbes Nash Jr. (June 13, 1928 – May 23, 2015) was an American mathematician who made fundamental contributions to game theory, differential geometry, and the study of partial differential equations. Nash’s work has provided insight into the factors that govern chance and decision-making inside complex systems found in everyday life.

His theories are widely used in economics. Serving as a Senior Research Mathematician at Princeton University during the latter part of his life, he shared the 1994 Nobel Memorial Prize in Economic Sciences with game theorists Reinhard Selten and John Harsanyi. In 2015, he also shared the Abel Prize with Louis Nirenberg for his work on nonlinear partial differential equations.

John Nash is the only person to be awarded both the Nobel Memorial Prize in Economic Sciences and the Abel Prize.

Game theorists use the Nash equilibrium concept to analyse the outcome of the strategic interaction of several decision makers. In other words, it provides a way of predicting what will happen if several people or several institutions are making decisions at the same time, and if the outcome depends on the decisions of the others. The simple insight underlying John Nash’s idea is that one cannot predict the result of the choices of multiple decision makers if one analyses those decisions in isolation. Instead, one must ask what each player would do, taking into account the decision-making of the others.

 

Game theory applied to eCommerce

In the context of e-Commerce, the retailer and the consumer are the two players. A game theory graph would illustrate the company’s best response to the consumer’s willingness to pay and the consumer’s response to the retail price the company is offering for the product. There would be no dominant strategy in this game because of the availability of information about other sellers and the access to other sellers the customer has in addition to the connectivity to millions of buyers via the Internet the company has. Either party can forego engaging in this transaction and just find another customer/company to sell/buy to/from. This can be illustrated with the given example (I read couple of articles whilst researching) of how Amazon dropped prices on Black Friday of a Samsung TV from $350 to $250 and decided on this final price using collected data, which allowed them to surpass the competition. Amazon took this a step further by hiking the price of HDMI cables, a complementary product, knowing based on consumer data that people are less likely to shop around in pursuit of the lowest prices for smaller items than bigger ticket items. The customers’ willingness to pay was any price lower than what the competitors were offering, which turned out to be the $250 (implying that no other retailer offered prices that low).

The implications of this show how companies are controlling not only prices but consumers’ perception of prices, thereby using this data to surpass the competition by limiting how consumers perceive the choices they have in front of them. Furthermore, this serves as an illustration of another way we experience a loss of control in our lives. However, another side of the argument says that perfect price discrimination can positively impact consumers, since their prices will be individually tailored. At the same time, this constant changing of prices can end up overwhelming and deterring consumers from purchasing the item all together.

As of now, it is too soon to tell how and if this becomes a normalised practice that we all must adapt to. It definitely is interesting to consider the ripple effects it will have on consumer behaviour in the future in addition to potential consumer protection regulation, as we are operating within a rigged sandbox where companies hold all the cards in their favour through informational advantages.

Recommended reading: http://file.scirp.org/pdf/IB_2014122310482155.pdf

Happy Christmas Shopping and bargain hunting

Benoit Mercier

Speed is everything

When you launch a website, there are many factors that must be optimised, like checkout, but speed is the one you should really focus on. At the end of the day, if your website is optimised on all key conversion pages but your website is slow then it is wasted effort, believe me. Can the speed of your website really have that much of an effect on your conversion rate? Even if your site isn’t loading too slowly, can it still be improved?

According to surveys done by Akamai and Gomez.com, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. 79% of web shoppers who have trouble with web site performance say they won’t return to the site to buy again and around 44% of them would tell a friend if they had a poor experience shopping online.

This means you’re not just losing conversions from visitors currently on your site, but that loss is magnified to their friends and colleagues as well. The end result –lots of potential sales down the drain because of a few seconds difference.

How fast should be my website?

This is a question I get asked a lot. I have naively always thrived for the magical number of 2s but let me put it out there: ‘Not possible’! I know the stats and the graphs but for a retailer this number is fantasy. So what should it be?

Well in my opinion, you should do two things. Firstly, make sure that you are faster than your previous year. if you build a new website, it is not to be slower. There is nothing wrong to compare YoY. However, remember that it might not be LFL because you have changed the amount of content on a specific web page (i.e. larger images on your product detail page). Secondly, you should benchmark your key competitors. At the end of the day if you are faster than them then you can gain a competitive advantage.

Speed and google

Let me clear this one out. A slow website doesn’t currently harm your organic ranking. Will it change? The speed of your mobile pages currently doesn’t impact your mobile rankings, but soon it may, says Gary Illyes of Google. Read this article.

What tools to use?

There are plenty out there. For me, the best free ones are webtestpage and GA. I use them on a weekly basis and find them incredibly rich in insight. I know a lot of web developers use Lighthouse but for me it is rubbish. You can run the same tests 10 times in a row and you get huge variations.

Also, if you can afford it, find an excellent monitoring partner. I use NCC and they are fantastic. This is their area of expertise and they have some excellent tools. One that I am currently testing is their RUM tool that can predict how much cash you are loosing or potentially could gain if you were going to increase speed.

How to measure speed?

Speed Index. Yes you need to monitor your speed index on a monthly basis if not weekly if you have just replatformed. Read more.

There are all the KPIs you must look at:

  • First BYTE – The First Byte time is the time from when the user started navigating to the page until the first bit of the server response arrived.  The bulk of this time is usually referred to the “back-end time” and is the amount of time the server spent building the page for the user.
  • Render start – The Start Render time is the first point in time that something was displayed to the screen.  Before this point in time the user was staring at a blank page.  This does not necessarily mean the user saw the page content, it could just be something as simple as a background color but it is the first indication of something happening for the user.
  • DOM load – DOM ready means that all the HTML has been received and parsed by the browser into the DOM tree which can now be manipulated. It occurs before the page has been fully rendered (as external resources may have not yet fully downloaded – including images, CSS, JavaScript and any other linked resources)
  • Visually complete – Visually Complete measures how long it takes to display the content visible in the user’s browser: content “below the fold” and non-visual content (like third-party tracking beacons) is excluded.
  • Fully loaded – The metrics grouped together under the Fully Loaded heading are the metrics collected up until there was 2 seconds of no network activity after Document Complete.  This will usually include any activity that is triggered by javascript after the main page loads
  • Page weight – this is how heavy your page is with all the content

and then leave all other metrics to your web developers. Optimise all of the KPIs above and your CR will start to improve. How much will CR improve depends on how bad your website is.

Also remember to tests in different environments. For example, how fast is your website in a slow 3G environment vs. a 5mbps WIFI? Also adjust latency.

Conclusion

Ignore website speed at your own peril as the CR gains are potentially huge. You haven’t got time then appoint a partner. If you have invested in a Ferrari but it is as fast as a Skoda then you are burning cash away! Monitoring takes no more than an hour when you select key pages (i.e. homepage, category landing page, product detail page) and will give you a great set of focus with your web developers. Good luck.

Benoit Mercier

BOE stark warning…to the clown

The Governor of the Bank of England has warned that the major economic impact of Brexit has yet to be felt, but it was likely to spell a weaker economy, higher inflation and higher interest rates in the coming years.
In his latest attack on Brexit and Boris Johnson may I add, Mark Carney said that it should be seen as a prime example of “de-globalisation”, adding that it was likely to dampen UK growth, and that any fall in migration numbers could also push up inflation and force the bank to raise borrowing costs. At the IMF, Mr Carney said Brexit was “an example of de-globalisation not globalisation”. He added: “It will proceed rapidly not slowly. Its effects will not build by stealth but can be anticipated.”
The Governor said any fall in migration following Britain’s departure could push up prices in the UK, saying: “Abrupt decreases in migration could result in shortages in some sectors that have become reliant on migrant labour, and contribute more materially to inflationary pressures.”
Mr Carney also said that while economic growth remained relatively resilient so far, it could take many years for the full impact of the transition to be felt by the UK economy, pointing out that any fall in the value of the currency could take as long as four years to feed into domestic prices.
However, he said that there was only so much the Bank could do with interest rates: “It is critical to recognise that Brexit represents a real shock about which monetary policy can do little. “Monetary policy cannot prevent the weaker real incomes likely to accompany the move to new trading arrangements with the EU, but it can influence how this hit to incomes is distributed between job losses and price rises.”And it can support UK households and businesses as they adjust to such profound change.”
However, Mr Carney’s speech also suggested that wages could rise faster if the UK left the EU, suggesting the Phillips Curve – a measure of the trade-off between inflation and employment – could steepen as a result.
His speech did not add much detail to the news last week that the Bank’s Monetary Policy Committee is now more open to the notion of an interest rate increase. He said: “If the economy continues to follow a path consistent with the prospect of a continued erosion of slack and a gradual rise in underlying inflationary pressure then, with the further lessening in the trade-off that this would imply, some withdrawal of monetary stimulus is likely to be appropriate over the coming months in order to return inflation sustainably to target. “Any prospective increases in bank rate would be expected to be at a gradual pace and to a limited extent, and to be consistent with monetary policy continuing to provide substantial support to the economy.”

Who would you trust, the man in charge of BOE or the clown touring the world? Do you really have to think 🙂

Benoit Mercier