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Shopping Goes Social - how our habits as consumers are changing

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Our habits as consumers are changing offline as well as online. We "hack" retail by finding loopholes, coupons, deals and tricks that get us what we want. We circumvent artificial boundaries such as …

Our habits as consumers are changing offline as well as online. We "hack" retail by finding loopholes, coupons, deals and tricks that get us what we want. We circumvent artificial boundaries such as borders by "spoofing" locations and we receive products via legal middle-men.

At the same time these online tricks are moving offline again with the advent of location based marketing via Foursquare and Facebook.

This presentation gives a quick overview of an emerging field that is changing rapidly.

Published in Technology , Spiritual
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  • 1. Social shoppingor how our habits as consumers are changing
  • 2. We areWe are a new media consultancyand we help our clients makesense of... ... new business opportunities that demand new business models ... how the evolving expectations of businesses demand new mindsets and approachesThis presentationwas created by Daniel Ord Rasmussen Email: daniel@seismonaut.com Twitter: @danielord www.seismonaut.com
  • 3. A quick glimpse into the future technolgically and sociologically
  • 4. Retail hacking Source: Wired US 12/10
  • 5. Retail hacking“Hacking” the usual way of shoppingby using the internet Source: Wired US 12/10
  • 6. Retail hacking“Hacking” the usual way of shoppingby using the internetCupons, sharing specialoffers, loop-holes, tricks ... Source: Wired US 12/10
  • 7. Retail hacking“Hacking” the usual way of shoppingby using the internetCupons, sharing specialoffers, loop-holes, tricks ...“Shopping is acontact sport” Source: Wired US 12/10
  • 8. Retail hacking“Hacking” the usual way of shoppingby using the internetCupons, sharing specialoffers, loop-holes, tricks ...“Shopping is acontact sport”“Suggested retailprice is a blatant lie” Source: Wired US 12/10
  • 9. The typic al retail hacker Source: Wired US 12/10
  • 10. YoungThe typic al retail hacker Source: Wired US 12/10
  • 11. YoungHigh incomeThe typic al retail hacker Source: Wired US 12/10
  • 12. YoungHigh income60 % earn morethan $50.000 / yearThe typic al retail hacker Source: Wired US 12/10
  • 13. YoungHigh income60 % earn morethan $50.000 / year“Stacks” methods and offerto use several money-savingtricks at a timeThe typic al retail hacker Source: Wired US 12/10
  • 14. Cha rlotte Harrison Source: Wired US 12/10
  • 15. 38 y. o.Cha rlotte Harrison Source: Wired US 12/10
  • 16. Mother of two38 y. o.Cha rlotte Harrison Source: Wired US 12/10
  • 17. CompetitivepersonalityMother of two38 y. o.Cha rlotte Harrison Source: Wired US 12/10
  • 18. Doesn’t necessarilydo it for the moneyCompetitivepersonalityMother of two38 y. o.Cha rlotte Harrison Source: Wired US 12/10
  • 19. Distributes foodto those in needDoesn’t necessarilydo it for the moneyCompetitivepersonalityMother of two38 y. o.Cha rlotte Harrison Source: Wired US 12/10
  • 20. Source: Wired US 12/10
  • 21. “Spends” $78.15 Source: Wired US 12/10
  • 22. “Spends” $78.15 Pays $1.77 Source: Wired US 12/10
  • 23. “Spends” $78.15 Pays $1.77Gets $2.85 refunded for anincorrectly priced red bellpepper Source: Wired US 12/10
  • 24. “Spends” $78.15 Pays $1.77 Gets $2.85 refunded for an incorrectly priced red bell pepperResult $1.08 profit + $78.15 worth of groceries Source: Wired US 12/10
  • 25. Priceline
  • 26. PricelineHotel auction
  • 27. PricelineHotel auctionBid on a price class,not a hotel
  • 28. PricelineHotel auctionBid on a price class,not a hotelYou don’t knowwhat hotel you’ll get- only that it willhave 4 stars
  • 29. PricelineHotel auctionBid on a price class,not a hotelYou don’t knowwhat hotel you’ll get- only that it willhave 4 starsLets hotelscircumvent theirown pricing rules
  • 30. Self-sumer“Selfsumers will not “work” alone and willcollaborate to seek out and decide on their ownpurchasing preferences through socialnetworking.” - PriceWaterhouseCoopers 2010
  • 31. ipads spreadglobally via usabox
  • 32. BBC Iplayer via VPN
  • 33. US Itunes via ebay and giftcards
  • 34. They do the hacking themselves
  • 35. They do the hacking themselves But that’s not the only way to do it
  • 36. Contiuation of thehacker mentality
  • 37. Contiuation of thehacker mentalityGroupon doesthe work for you
  • 38. Contiuation of thehacker mentalityGroupon doesthe work for youGroup purchases Certain number must buy, before offer is “unlocked”
  • 39. Contiuation of thehacker mentalityGroupon doesthe work for youGroup purchases Certain number must buy, before offer is “unlocked”Declined take-over bidfrom Google worth $6billion
  • 40. Technology hastens and increases social changeTechnologySocial change Social change shapes technological development
  • 41. Why now? Technology hastens and increases social changeTechnologySocial change Social change shapes technological development
  • 42. Offline again
  • 43. Offline againwith location based services
  • 44. Foursquare Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
  • 45. Foursquare“If I earn the Gym Rat badge, that says something aboutme that a couple of stamps on a punch card or scan of aloyalty card cannot.” Tristan Walker, head of business development, Foursquare Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
  • 46. Special Offers
  • 47. Special OffersSpecial offers linked tolocations (loyalty unlocks,regular price offers)
  • 48. Special OffersSpecial offers linked tolocations (loyalty unlocks,regular price offers)Appear at check-in
  • 49. Special OffersSpecial offers linked tolocations (loyalty unlocks,regular price offers)Appear at check-inCreated by thebusinesses themselves
  • 50. Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
  • 51. Safeway & pepsico Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
  • 52. Safeway & pepsicoNew kind of “loyalty scheme” Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
  • 53. Safeway & pepsicoNew kind of “loyalty scheme”Check-in at Safeway and get points on yourVonsClub card Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
  • 54. Safeway & pepsicoNew kind of “loyalty scheme”Check-in at Safeway and get points on yourVonsClub cardPoints can be spent on Pepsi-Coproducts Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
  • 55. Safeway & pepsicoNew kind of “loyalty scheme”Check-in at Safeway and get points on yourVonsClub cardPoints can be spent on Pepsi-CoproductsAuto check-in at cash register possible Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
  • 56. FacebookKilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
  • 57. Facebook“People spend over 700 billion minutes per monthposting, sharing, Liking, commenting, poking, playinggames, and interacting with one another as well as thecontent and applications that define the pervasive socialecosystem.” Brian Solis Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
  • 58. Statistics! Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
  • 59. Statistics!On average 130 friends Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
  • 60. Statistics!On average 130 friends Fits quite well with Dunbar’s number Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
  • 61. Statistics!On average 130 friends Fits quite well with Dunbar’s numberConnected to 80 communitypages, groups, events and Pages Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
  • 62. Statistics!On average 130 friends Fits quite well with Dunbar’s numberConnected to 80 communitypages, groups, events and PagesCreates 90 pieces ofcontent a month Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
  • 63. From e-commerce To f-commerce
  • 64. From e-commerce To f-commerce Facebook credits
  • 65. From e-commerce To f-commerce Facebook credits Social Graph: Your 130 friends follow you round the web
  • 66. From e-commerce To f-commerce Facebook credits Social Graph: Your 130 friends follow you round the web and can be used on external sites (Facebook Connect)
  • 67. From e-commerce To f-commerce Facebook credits Social Graph: Your 130 friends follow you round the web and can be used on external sites (Facebook Connect) Our social graph reveals a lot about our purchasing habits
  • 68. Facebook Deals
  • 69. Places
  • 70. PlacesCheck-in likeFoursquare
  • 71. PlacesCheck-in likeFoursquareONLY check-in, nogame aspects(points) or reviews
  • 72. PlacesCheck-in likeFoursquareONLY check-in, nogame aspects(points) or reviewsNot rolled outglobally yet
  • 73. Facebook Deals
  • 74. Facebook DealsLinked to Places
  • 75. Facebook DealsLinked to PlacesShown at check-in
  • 76. Facebook DealsLinked to PlacesShown at check-in“Regular” offers
  • 77. Facebook DealsLinked to PlacesShown at check-in“Regular” offersLoyalty based offers
  • 78. Facebook DealsLinked to PlacesShown at check-in“Regular” offersLoyalty based offersSocial offers where several of yourfriends check-in at the same time asyou
  • 79. Facebook Deals
  • 80. Linked to physical stores Facebook Deals
  • 81. Linked to physical stores Facebook Deals
  • 82. Wrap-up
  • 83. Wrap-upOffline to online- and back again
  • 84. Wrap-upOffline to online- and back againYour friends, activities, “likes”and habits follow you aroundthe web via constructs such asFacebook’s Social Graph
  • 85. Wrap-upOffline to online- and back againYour friends, activities, “likes”and habits follow you aroundthe web via constructs such asFacebook’s Social GraphTurning in to a refined socialversion of the filtering we alreadyknow today
  • 86. Wrap-up
  • 87. Wrap-upBoth a new way of showing“traditional” offers
  • 88. Wrap-upBoth a new way of showing“traditional” offers... and a way of creating new types of offers:Groupons, expanded loyalty programs and socialoffers, where your friends check-in with you
  • 89. Wrap-upBoth a new way of showing“traditional” offers... and a way of creating new types of offers:Groupons, expanded loyalty programs and socialoffers, where your friends check-in with youThe most important part of all this is still theexperience the customers gets at point-of-saleno matter if it’s on- or offline. This experiencespreads even quicker now, because he / shefound the offer online in the first place!
  • 90. Thanks for watching! Twitter: @danielord Email: daniel@seismonaut.com www.seismonaut.com
  • 91. Image credit http://www.flickr.com/photos/michaelholden/4148616920/ http://www.ectomo.com/wp-content/uploads/2009/03/cy9i56e40ku2uq5u9bl7aryco1_1280.jpg http://www.flickr.com/photos/27128437@N07/ http://www.caradvice.com.au/wp-content/uploads/2010/05/Computer-Car-Hacker.jpg http://www.flickr.com/photos/nikonvscanon/474277208/ http://www.flickr.com/photos/nikonvscanon/474277208/ http://www.flickr.com/photos/jesusbelzunce/4312734001 http://www.feedblog.fr/wp-content/uploads/2010/02/foursquare1.jpg http://www.northernlightspr.com/blog/wp-content/uploads/2010/05/iphone1.jpg http://www.stdmfg.com/you%20are%20here.jpg http://www.flickr.com/photos/dullhunk/3914761467/ http://www.flickr.com/photos/smileham/3387867021