Diary of a Social, Mobile Shopper Slide Deck
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Diary of a Social, Mobile Shopper Slide Deck

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Patti Harney, Retail Product Strategist for RedPrairie, will discuss her real-world experiences using these apps during the 2010 holiday season.

Patti Harney, Retail Product Strategist for RedPrairie, will discuss her real-world experiences using these apps during the 2010 holiday season.

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    Diary of a Social, Mobile Shopper Slide Deck Diary of a Social, Mobile Shopper Slide Deck Presentation Transcript

    • Diary of a Social,Mobile, Local ShopperAdventures from the Cutting Edge of All-Channel Commerce
    • Welcome Webinar Attendees   Your  GoToWebinar  A/endee  Viewer  is  made  of  2  parts:   1.  Viewer  Window   2.  Control  Panel   Type  your  ques9on  here  
    • Follow this webinar on Twitter: #LiveWebinar.@RTouchPoints @RedPrairieCorp
    • About Retail TouchPoints    Launched in 2007  Over 20,000 subscribers  To provide executives with relevant, insightful content across a variety of digital mediumsFree subscription to our weekly newsletter…retailtouchpoints.com/signup
    • Panelists   Moderator   Amanda Batista Associate Editor Retail TouchPointsDave Bruno Patti HarneyDirector Strategic Messaging Product StrategistRedPrairie RedPrairie
    • Diary of a Social, Mobile,Local ShopperAdventures from the Cutting Edge of All-Channel Commerce Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • RedPrairie Acquires Escalate•  Bringing together solutions that integrate and optimize the customer experience, from search to sale to delivery, no matter when, where or how the customer chooses to shop7 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Consumers Have Jumped All Over The Social Shopping “Bandwagon” The average consumer mentions specific brands over 90 times per week 51% considered information shared -Keller Fay, WOMMA on their networks when making a purchase decision --eMarketer 81% received advice from friends about a purchase through a social site --Click Z By 2014, 53% of total retail sales will be affected by the Web --Forrester74% who received suchadvice found it to beinfluential in their decision--Click Z 8 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Huge Social Networks Have ForeverChanged Online Behaviors9 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style User Reviews Take Hold10 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style The Lure of the Crowd Sends Deep Daily Discounts Viral11 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style The “Like” Button Becomes Ubiquitous12 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style The Crowd Has Spoken13 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • The Facebook Effect Over 350,000 sites have already installed Facebook’s like button. ABC News traffic from Facebook rose 250% after Like button. 86% of United States online retailers have Facebook fan pages. 41% of people ‘like’ pages to show friends brands they support. Facebook users spend over 700 Billion minutes per month there. 30 Billion pieces of content are shared on Facebook per month. The average Facebook fan is worth $136.38 to a brand annually. The top 10 brands on Facebook added 115 Million fans in 2010. Facebook added 7.9 new accounts every second in 2010. P&G: 1,000 transactions/hour on the Pampers’ Facebook page. Facebook shoppers have 7%-10% larger shopping carts.14 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • The Facebook Effect Over 350,000 sites have already installed Facebook like button. ABC News traffic from Facebook rose 250% after Like button. 86% of United States online retailers have Facebook fan pages. 41% of people ‘like’ pages to show friends brands they support. Facebook users spend over 700 Billion minutes per month there. Source: comScore 06/2010 30 Billion pieces of content are shared on Facebook per month. The average Facebook fan is worth $136.38 to a brand annually. The top 10 brands on Facebook added 115 Million fans in 2010. Facebook added 7.9 new accounts every second in 2010. P&G: 1,000 transactions/hour on the Pampers’ Facebook page. Facebook shoppers have 7%-10% larger shopping carts.15 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • More and More Retailers and Brands areJumping on Facebook16 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Beyond Facebook17 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style of Facebook andIncrease in QR code Twitter users scanned scans between July QR codes 5x in past 12 & December 2010 months Source: Mobio Identity Systems QR Codes Hit the Big Time 18 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style YouTube video views per day, as of May 2010 Source: Mashable YouTube Explodes19 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style monthly visitors to Yelp of all Yelp reviews are in the “shopping” category Source: Yelp Yelp Puts the Crowd (and their Smartphones) to Work20 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title stylehave used a service use mobile location that automatically services at least once determines their a week location iPhone owners use location services at least once a week Location Sharing Gains Traction 21 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style social gamers in the United States of social gamers are women estimated annual spend per player The Face of Gaming is Changing22 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • The Numbers Are Beginning to Add Up 53% Tweeters recommend 23,000% Monty Python DVD sales growth companies/products after launching YouTube Click to Buy $3.24B Spent on virtual goods 18,000 Foursquare users checked in Second Life in 2010 in at Target stores on Black Friday23 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style While Social Shopping May Pose Threats…24 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style …Social Shopping Also Represents Great Opportunity25 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • $ $ $ $ $Early Retail Attempts to Monetize the CrowdDiary of A Social, Mobile,and Local Shopper26 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Introducing Our SoMoLo Shopper… Patti Harney RedPrairie Product Strategist 25 Years in Retail/Retail Technology Patti’s Shopping Profile: •  Avid shopper •  Tech savvy •  Always trying new channels, touch points, devices •  Very comfortable with mobility27 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Limited-Time Offers and “Daily Deals”28 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style 12/31 Daily Deal: Save for a Rainy Day: Women’s Assorted Rain Boots, $17, save 32% http://bit.ly/a9e522 (Stop DD to end) Msg & data rates apply •  Signed up for daily text alerts •  Deals available only online •  Limited stock and buying quantities •  Items may sell out - and often did I •  Good always& free shipping text didn’t savings purchase, but messages were easy to limited stock •  Expiration countdown & manage and filter. Created a sense of urgency these. •  I am continuing with Daily Deals Text Messages29 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style Mobile Coupon: Save on Avatar DVD, Video Games, Pet Food, & more. Click Here: http://target.mobi/c? p=DHKX9P5-DKS6B29- IPNTU Msg & data rates apply • Register for mobile coupons sent via text •  Linked to a bar code coupon scan at POS I• Cashier & others were unfamiliar; coupon did tried again two weeks later, all worked not scan as advertised, and I made the purchase. •  They followed cashier instructions on my phone to I am continuing with these. complete the sale Mobile Coupons at Target30 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Sampling a Variety of Daily Deal e-Mails •  Registered for daily deal e-mails on multiple sites >  Great discounts with limited quantities sold per person >  Some sites provide ability to personalize offers for notification >  Expiration countdown & items sold ticker created a sense of urgency and needI did make some purchases, but I found the e-mails difficult to manage/filter 31 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style • Most offer incentives to refer your friendsI posted for a referred 1 time buy and received a •  $10 st the offer on FB, •  $10 for 3 referrals on a single offer $20 reward for two referrals! • Easily post offer to social sites Special Social Offers from a Local Business32 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Location-Based Services and Marketing33 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • • Checked in via Foursquare • Was notified of a “Special Here” • Offered 30% off one Master title style Click to edit itemI • Mentioned “Foursquare” to thehadn’t even made a purchase when I cashier planned on entering the store! • Initially caught off-guard • Provided discount after seeing my phone The Gap and Foursquare 34 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style •  Checked in via Foursquare • Alerted to a Foursquare “Special Here”I didn’t feel urgency or of •  Offer was a notice incentive to buy, so I “End of Season Clearance” mall. continued on down the •  Not an offer unique to Foursquare “Special Offers” at Express35 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • •  Checked in via Shopkick app Click to edit Master 25% off •  Offered Friends & Family title style•  Showed cashier my phone offer and mentioned Friends &buying! Discount I did some Family •  Not available to all people in the store Micro-Local (Inside Macy’s) with Shopkick 36 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • • Checked in via Shopkick app• Provided with an offer to spend $100style Click to edit Master title and boughtcash card I get $25 more than I planned in• To get offer, I reachmy phonequalifier. order to showed $100 to cashier • Offer not available to all people in the store More Shopkick at Sports Authority37 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • •  Checked in via Shopkick Click to editscan Master title style•  Offers & “Scans” available Find specific items, •  barcode to earn “bucks” •  Bucks are redeemable for gift cards, donations, FB credits•  Offers were ads I struggled to find the specific items, and resulting points didn’t motivate me to purchase. Search & Scan with Shopkick at CVS 38 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit via Shopkicktitle style •  Checked in Master •  “Scans” available •  Find specific items, scan barcode to earn “bucks” •  Bucks are redeemable for gift cards, donations, FB creditsI struggled to find the specific items,and picked up every item, but never put one in my shopping cart. Search & Scan with Shopkick in Grocery39 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • • Multiple ways to motivate people to shop in storeClick to edit Master title style • Foursquare – offers upon check-in • Shopkick – different offer upon check-in • Facebook – special deal upon check-in My niece and I went shopping! Combining LBS and Social Networks at American Eagle40 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style Beware of the “Specials Nearby”41 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style Gowalla: Sharing Activities, Experiences, and More42 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style •  Trips, spots, stamps, photos, highlights •  Trips designed for different park experience •  Over 100 virtual pins that visitors can collect by checking into spots in the park •  Enriched Disney brand experience •  Ideal for the true Disney guest/collector Fun & the Social Experience at Disneyland43 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Yelp and the Power of the Crowd44 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style • Registered with Yelp I • Checkedto & trusted reviews, referred in everywhere • Readthey influenced some and Reviews & Quick Tips • Left purchase decisions. reviews for my visits Yelp – The People Have Spoken45 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • The Facebook Entry46 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style • Checked into Facebook • Posted my thoughts on a localand I received a The bakery got publicity bakery that I ‘Like’ • Friends read &in FB with 2 free cupcakes! thank you commented Facebook Pays Off for a Local Bakery47 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • The Games People Play48 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Gaming – Bringing Reality into the Virtual World•  Within games, companies are invading the virtual worlds•  Offering game rewards for specific gamer actions >  Stouffer’s I placed the promo items on >  McDonald’s my farm and gladly collected my FV rewards! >  Farmer’s Insurance >  Amex Centurion Statue >  Megamind Movie Promo49 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Ad Sponsor Reaps a Good Harvest•  Playing Farmville with 29M+ other “farmers”•  Sponsored links offer FV$ rewards for taking action It worked! I signed up for Netflix and collected 200 FV$50 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Gaming & Social Media: Buyer Beware!•  Facebook: Personalized Sponsored Links•  Farmville through Facebook: Sponsored Links•  Clicked on both links looking to order flowers•  Ads linked to same floral retailer >  Same holiday arrangements >  NOT the same price: $10 higher through Farmville linkI ordered via the lower-priced link, but felt disappointed by the difference.51 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • QR Codes Bring More Content Mobileto Close More Sales More Often52 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • •  QR codes displayed on product Click to edit Master title shelves style•  Scanned codes and displayed useful product & purchasing information•  Availability > Specifications > Customer Reviews QR Codes at Best Buy Enhance Store Shopping 53 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • QR Codes in Catalog Add Multimedia•  Sunday paper ad placed QR codes throughout flyer•  Scan took me to video ad with limited item details >  No features, no reviews Not enough information to convince me to spend $85 on the toy.54 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Click to edit Master title style •  Girl Scouts are now accepting Initial tests show +175% sales, credit card payments on hand, requires less cash via Mophie Mobile for cookie sales teaches valuable lessons. Would You Like to Buy Some Cookies?55 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Lessons Learned…56 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Lessons Learned from Holiday 20101.  You simply have to be there. Everybody else is (or soon will be). And your customers expect it.2.  Communicate the programs clearly. To customers and employees. Then build in back-up plans.3.  Design programs that deliver value. Shoppers will engage, but you must reward them with content that helps them shop (and helps you close the sale).4.  QR Codes can be valuable tools. They make it easy to deliver content to the phone.5.  Monitor, monitor, monitor! Customers expect fast responses. Don’t disappoint them.6.  Have tolerance for trial and error. Not everything will work the first time. Count on it.57 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • All-Channel Commerce CONNECTED ·∙ ADAPTIVE ·∙ EVERYWHERE Call Center Clienteling Store Kiosk m-Commerce Store Portal Digital SignageBrand_A.com Social ShoppingBrand_B.com Pocket Kiosk Tweet Desk B2B.com Payment Processing Tax Address Validation Fraud Check WMS Merchandising Partners and Integrated Affiliates Systems/Services Warehouses Suppliers & 3PL Stores 58 Confidential ©2011 RedPrairie Corporation. All rights reserved.
    • Q&A  Your  GoToWebinar  A/endee  Viewer  is  made  of  2  parts:   1.  Viewer  Window   2.  Control  Panel   Type  your  ques9on  here  
    • Thank You You can download the presentation deck by going to:http://rtou.ch/Diary_Of_Shoppers Moderator   Amanda Batista Associate Editor Retail TouchPoints amanda@retailtouchpoints.com Dave Bruno Patti Harney Director, Strategic Messaging Product Strategist RedPrairie RedPrairie David.Bruno@RedPrairie.com Patti.Harney@RedPrairie.com