Transforming Online Trafficinto Foot TrafficICSC – Whistler, BCJanuary 28, 2013
FIRST A FEW STATS
85%Have access to the internet
95%when under the age of 55
62%Browsed an online SocialNetwork last week
31%Own a smartphone
46%of those aged 18-34 own one
98%0f shoppers have researched apurchase online
54%of retail purchases areinfluenced by the internet
WHAT HAS CHANGED?
Access to Data
Cloud
Cloud
The Cloud“The computer industry is the onlyindustry that is more fashion-driven thanwomens fashion.Maybe Im an idiot, but ...
Cloud
Mobility
Social
A LITTLE CONSUMERBEHAVIOUR
Traditional Purchase Funnel
The Loyalty LoopHarvard	  Business	  Review	  -­‐	  2010	  David	  Edelman	  -­‐	  McKinsey	  &	  Co.	  
Purchase Decision Process
Information OverloadBarcode ScannersProduct SearchBrand WebsitesProduct Review WebsitesBusiness Review WebsitesRetailer We...
Omni-Channel
The Online Shopper➜ Better informed➜ Savvy➜ High Expectations➜ Busy➜ Well Educated➜ Online regularly➜ Active in Social
The Online Shopper➜ Loyal➜ Pre-qualified➜ Affluent➜ Pre-sold/Ready tobuy➜ Spend more➜ Like shopping tobe easy
Shopper Expectations➜ Easily findproducts online➜ Lots of productdetails➜ Specifications➜ Images➜ Descriptions➜ Objective re...
Time Spent Online
Changing Habits
Audience
TOOLS TO WIN INTHE DIGITAL WORLD
Must Have➜ SEO➜ SEM➜ Social➜ Mobile➜ eCommerce (Retailers)
Savvy as Online Shoppers➜ Launch an eCommerce website➜ Make your site mobile-ready➜ Publish you product feed to multiplesh...
Launch an eCommerce Site➜ Get your products online➜ Keep it accurate & current➜ Offer lots of product details➜ Add user rev...
Enable Microformats
Be Mobile Ready➜ Your site needs towork in Mobile➜ Don’t use flash orjava➜ Focus on usability➜ Must load quickly➜ Integrate...
Publish a Product Feed➜ A product feed is afile containinginformation aboutthe product list onan e-commercewebsite➜ Search ...
Publish a Product Feed➜ Property Companies -add products to yourweb properties➜ Satisfy consumers➜ Improve SEO➜ Fully mobi...
Get Social➜ Listen➜ Plan➜ Build➜ Engage➜ Content➜ Contesting➜ Advertising➜ Drive Traffic➜ Measure
A FEW TOOLS
eCommerce
SEO/SEM
Mobile
Social
CASE STUDIES
YYoga➜ Objective: Promote the opening of newthe Kitsilano location➜ Solution: Leverage and reward existingFan base➜ Tool: ...
YYoga – Social Offer
Diamond Candles➜ Objective: Grow Social Media Audience(Primarily Facebook)➜ Solution: Leverage existing Fan base togrow au...
Diamond Candles - Mobile
Cornwall Centre➜ Objective: Increase Foot Traffic and Sales➜ Solution: Use local product search andcontesting to increase vi...
Cornwall Centre – Product Search
London Drugs➜ Objective: Grow Social Media Audience(Primarily Facebook)➜ Solution: Leverage existing Fan base to growaudie...
London Drugs – Content Post
London Drugs – Contest Post
London Drugs - Contest Entries
London Drugs – Contest Results
A QUICK LOOK FORWARD
Convenience Mobile
Your Marketplace
Ian S. CruickshankChief Revenue Officer, Wishpond@ian_Cruickshankca.linkedin.com/in/iancruickshankOr just call me 1.778.99...
Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13
Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13
Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13
Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13
Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13
Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13
Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13
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Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13

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In Todays Retail environment it is mandatory to take advantage of all digital tools available, in order to drive traffic to physical locations. Consumers start their product searching online and more that 50% of all retail transactions in the US are in some way affected by the online world.

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Transcript of "Transforming online traffic into foot traffic – ICSC Whistler Conference - Jan,13"

  1. 1. Transforming Online Trafficinto Foot TrafficICSC – Whistler, BCJanuary 28, 2013
  2. 2. FIRST A FEW STATS
  3. 3. 85%Have access to the internet
  4. 4. 95%when under the age of 55
  5. 5. 62%Browsed an online SocialNetwork last week
  6. 6. 31%Own a smartphone
  7. 7. 46%of those aged 18-34 own one
  8. 8. 98%0f shoppers have researched apurchase online
  9. 9. 54%of retail purchases areinfluenced by the internet
  10. 10. WHAT HAS CHANGED?
  11. 11. Access to Data
  12. 12. Cloud
  13. 13. Cloud
  14. 14. The Cloud“The computer industry is the onlyindustry that is more fashion-driven thanwomens fashion.Maybe Im an idiot, but I have no ideawhat anyone is talking about.What is it? Its complete gibberish. Itsinsane. When is this idiocy going to stop?”Larry Ellison, CEOOracle Corporation
  15. 15. Cloud
  16. 16. Mobility
  17. 17. Social
  18. 18. A LITTLE CONSUMERBEHAVIOUR
  19. 19. Traditional Purchase Funnel
  20. 20. The Loyalty LoopHarvard  Business  Review  -­‐  2010  David  Edelman  -­‐  McKinsey  &  Co.  
  21. 21. Purchase Decision Process
  22. 22. Information OverloadBarcode ScannersProduct SearchBrand WebsitesProduct Review WebsitesBusiness Review WebsitesRetailer Websites
  23. 23. Omni-Channel
  24. 24. The Online Shopper➜ Better informed➜ Savvy➜ High Expectations➜ Busy➜ Well Educated➜ Online regularly➜ Active in Social
  25. 25. The Online Shopper➜ Loyal➜ Pre-qualified➜ Affluent➜ Pre-sold/Ready tobuy➜ Spend more➜ Like shopping tobe easy
  26. 26. Shopper Expectations➜ Easily findproducts online➜ Lots of productdetails➜ Specifications➜ Images➜ Descriptions➜ Objective reviews➜ Stock availability
  27. 27. Time Spent Online
  28. 28. Changing Habits
  29. 29. Audience
  30. 30. TOOLS TO WIN INTHE DIGITAL WORLD
  31. 31. Must Have➜ SEO➜ SEM➜ Social➜ Mobile➜ eCommerce (Retailers)
  32. 32. Savvy as Online Shoppers➜ Launch an eCommerce website➜ Make your site mobile-ready➜ Publish you product feed to multipleshopping engines➜ Measure Everything—Usage, Fans,Engagement, Popularity➜ Deliver exceptional service—It’s youronline reputation
  33. 33. Launch an eCommerce Site➜ Get your products online➜ Keep it accurate & current➜ Offer lots of product details➜ Add user reviews➜ Offer stock inventory details➜ Enable microformats➜ Offer online purchase, offlinepickup➜ Run online-only promotions
  34. 34. Enable Microformats
  35. 35. Be Mobile Ready➜ Your site needs towork in Mobile➜ Don’t use flash orjava➜ Focus on usability➜ Must load quickly➜ Integrate with nativefunctions (maps,phone, email)
  36. 36. Publish a Product Feed➜ A product feed is afile containinginformation aboutthe product list onan e-commercewebsite➜ Search Engines➜ Affiliate Website➜ ShoppingComparison➜ Marketplaces
  37. 37. Publish a Product Feed➜ Property Companies -add products to yourweb properties➜ Satisfy consumers➜ Improve SEO➜ Fully mobile➜ Digital visibility for allmerchants➜ Full PromotionalMarketing Suite
  38. 38. Get Social➜ Listen➜ Plan➜ Build➜ Engage➜ Content➜ Contesting➜ Advertising➜ Drive Traffic➜ Measure
  39. 39. A FEW TOOLS
  40. 40. eCommerce
  41. 41. SEO/SEM
  42. 42. Mobile
  43. 43. Social
  44. 44. CASE STUDIES
  45. 45. YYoga➜ Objective: Promote the opening of newthe Kitsilano location➜ Solution: Leverage and reward existingFan base➜ Tool: Contesting Wishpond Group Offer➜ Results:➜ 1000 Social Offers Sold in under 48 hours➜ Lined up around the block on opening day
  46. 46. YYoga – Social Offer
  47. 47. Diamond Candles➜ Objective: Grow Social Media Audience(Primarily Facebook)➜ Solution: Leverage existing Fan base togrow audience➜ Tools: Self-Serve Contesting – MobileReady➜ Results:➜ Increase of client database by over 50K➜ Facebook Fan base up 67% - 233,853➜ 40% More interaction with Contests
  48. 48. Diamond Candles - Mobile
  49. 49. Cornwall Centre➜ Objective: Increase Foot Traffic and Sales➜ Solution: Use local product search andcontesting to increase visibility online anddrive in store sales➜ Tools: Wishpond Mall360 Local ProductSearch, Promotions, Mobile Web App➜ Results:➜ Increase Facebook Fans➜ Increase in Foot Traffic – Up 2% to 3% monthly➜ Increase in Sales – Up 8% to 10% Monthly
  50. 50. Cornwall Centre – Product Search
  51. 51. London Drugs➜ Objective: Grow Social Media Audience(Primarily Facebook)➜ Solution: Leverage existing Fan base to growaudience➜ Tools: Content, Contesting, Advertising➜ Results:➜ 20% Growth in Newsletter BB➜ Twitter Followers up 27%➜ Facebook Fans up over 6X➜ Facebook Engagement up over 163X➜ Facebook Reach up over 264X
  52. 52. London Drugs – Content Post
  53. 53. London Drugs – Contest Post
  54. 54. London Drugs - Contest Entries
  55. 55. London Drugs – Contest Results
  56. 56. A QUICK LOOK FORWARD
  57. 57. Convenience Mobile
  58. 58. Your Marketplace
  59. 59. Ian S. CruickshankChief Revenue Officer, Wishpond@ian_Cruickshankca.linkedin.com/in/iancruickshankOr just call me 1.778.997.9474

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