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Social Shopping 3.0: Beyond the Like Button

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  • Loss of Brand Control Negative Comments Greater Competition
  • Customer Insight Acquisition Engagement Trend Spotting
  • Transcript

    • 1. Social Shopping 3.0
      s-Commerce Beyond the “Like” Button
    • 2. Consumers Have Jumped All Over The Social Shopping “Bandwagon”
      51% considered information shared on their networks when making a purchase decision--eMarketer
      The average consumer mentions specific brands over 90 times per week
      -Keller Fay, WOMMA
      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
      --Forrester
      74% who received such advice found it to be influential in their decision --Click Z
    • 3. The Crowd Has Spoken
      Social Shopping 1.0
    • 4. Huge Social Networks Forever Changed Online Behaviors
    • 5. User Reviews Took Hold
    • 6. The Lure of the Crowd Sent Deep Daily Discounts Viral
    • 7. The Lure of the Crowd Sent Deep Daily Discounts Viral
    • 8. The “Like” Button Became Ubiquitous
    • 9. 41% of people ‘like’ pages to show friends brands they support.
      Facebook users spend over 700 Billion minutes per month there.
      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 shoppers have 7%-10% larger shopping carts.
      The Facebook Effect
    • 10. Social Shopping 2.0
      Beyond Facebook
    • 11. 40%
      1,200%
      of Facebook and Twitter users scanned QR codes 5x in past 12 months
      Increase in QR code scans between July & December 2010
      Source: Mobio Identity Systems
      QR Codes Hit the Big Time
    • 12. 24%
      41 MILLION
      of all Yelp reviews are in the “shopping” category
      monthly visitors to Yelp
      Source: Yelp
      Yelp Puts the Crowd (and their Smartphones) to Work
    • 13. 26%
      10%
      63%
      have used a service that automatically determines their location
      use mobile location services at least once a week
      iPhone owners use location services at least once a week
      Source: Mobile Marketing Association
      Location Sharing Gains Traction
    • 14. 60M
      social gamers in the United States
      53%
      of social gamers are women
      $200
      estimated annual spend per player
      Source: NPD Group
      The Face of Gaming is Changing
    • 15. Open a New Location?
      $0.00
      $0.00
      $0.00
      Labor
      Real Estate
      Utilities
      Mobile AR Retail Apps Appear on the Scene
    • 16. While Social Shopping May Pose Threats…
    • 17. …Social Shopping Also Represents Great Opportunity
    • 18. Our “SoMoLo” Shopper…
      Patti Harney
      RedPrairie Product Strategist
      25 Years in Retail/Technology
      Evaluating Early Attempts to Capture the Opportunity
      Diary of A Social, Mobile,and Local Shopper
    • 19.
      • Register at Target.com to have mobile coupons sent via text
      • 20. Linked to a bar code coupon to scan at POS
      Cashier & others were unfamiliar with the program; the coupon did not scan
      • They followed cashier instructions on her phone to complete the sale
      RESULT
      Patti tried again two weeks later, and all worked as advertised, and she made another purchase.
      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
      Mobile Coupons at Target
    • 21.
      • Offered incentives to refer your friends
      • 22. $10 for a referred 1st time buy
      • 23. $10 for 3 referrals on a single offer
      • 24. Easily post offer to social sites
      RESULT
      After Patti posted the offer on FB, she received a $20 reward for two referrals!
      Special Social Offers from a Local Business
    • 25.
      • Checked in via Foursquare
      • 26. Was notified of a “Special Here”
      • 27. Offered 30% off one item
      RESULT
      She made a purchase when she hadn’t even planned on entering the store!
      The Gap and Foursquare
    • 28.
      • Checked in via Shopkick app
      • 29. Offered Friends & Family 25% off
      • 30. Showed cashier her phone offer and mentioned Friends & Family Discount
      RESULT
      She did some buying!
      Micro-Local (Inside Macy’s) with Shopkick
    • 31.
      • Multiple ways to motivate people to shop in store
      • 32. Foursquare – offers upon check-in
      • 33. Shopkick – different offer upon check-in
      • 34. Facebook – special deal upon check-in
      RESULT
      Patti and her niece went shoppingand took advantage of all three offers!
      Combining LBS and Social Networks at American Eagle
    • 35. Beware of the “Specials Nearby”
    • 36.
      • Checked into Facebook
      • 37. Posted her thoughts that she ‘Likes’
      • 38. Friends read & commented
      RESULT
      The bakery got publicity and Patti received a thank you in FB with 2 free cupcakes!
      Facebook Pays Off for a Local Bakery
    • 39. Game rewards offered for product placement on farms:
      Stouffer’s
      McDonald’s
      Farmer’s Insurance
      Amex Centurion Statue
      RESULT
      Patti placed the promo items onher farm and gladly collected her FV rewards!
      Product Placement: More than Fun and Games
    • 40.
      • QR codes displayed on shelves
      • 41. Scanned codes and displayed useful product & purchasing information
      • 42. Availability > Specs > Reviews
      QR Codes at Best Buy Enhance Store Shopping
    • 43. Social Shopping 3.0
      Six Steps to Leveraging the Crowd to Drive Engagement and Revenue…
    • 44. 1. BRING YOUR PRODUCTS TO SOCIAL SITES
    • 45.
    • 46. 1,000 TransactionsEvery Day
    • 47. 2. NURTURE THE CHANNEL AS A DESTINATION
    • 48.
    • 49. 3. MAKE IT EASY FOR FRIENDS TO SHOP TOGETHER
    • 50.
    • 51. 4. CREATE YOUR OWNPOWER INFLUENCERS
    • 52.
    • 53.
    • 54.
    • 55. 5. LEVERAGE LOCATION SHARING
    • 56.
    • 57. Whenever a player is near an H&M location, virtual goods from the new Blues collection will appear in the game
    • 58. Players can review the product details of the items, and if they check in an item, they earn game bonus points.
    • 59. Players also receive discounts and promotions for real goods available in nearby stores, and points for scanning in-store product bar codes.
    • 60. Players can review the product details of the items, and if they check in an item, they earn game bonus points.
      Whenever a player is near an H&M location, virtual goods from the new Blues collection will appear in the game
      -10.6M Branded Impressions
      -700,000 Online Check-ins
      -350,000 In-store Check-ins
      Players also receive discounts and promotions for real goods available in nearby stores, and points for scanning in-store product bar codes.
    • 61. 6. BRING SOCIAL GRAPHS TO YOUR PRODUCTS
    • 62.
    • 63. Getting Started
      Where to Begin?
    • 64. Getting Started
      You simply have to be there. Everybody else is (or soon will be). And your customers expect it.
      Communicate the programs clearly.To customers and employees. Then build in back-up plans.
      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).
      Evaluate QR Codes: they can be valuable tools.They make it easy to deliver “conversion content” to the phone.
      Monitor, monitor, monitor!Customers expect fast responses. Don’t disappoint them.
      Have tolerance for trial and error.Not everything will work the first time. Count on it.
      Evaluate Your Platform.Is it agile? Will it extend as new channels emerge?
    • 65. All-Channel Commerce
      Call Center
      ClientelingStore Portal
      Store KioskDigital Signage
      m-Commerce Pocket Kiosk
      Social ShoppingTweet Desk
      Brand_A.comBrand_B.comB2B.com
      Payment Processing
      Tax
      Address Validation
      Fraud Check
      WMS
      Merchandising
      Customer
      Catalog & Content
      Pricing & Promotions
      Orders
      Inventory
      Gift Registry
      IntegratedSystems/Services
      Partners andAffiliates
      Blue Martini Commerce Platform
      Blue Martini Order Processor
      ·
      ·
      CONNECTED
      EVERYWHERE
      ADAPTIVE
      Warehouses
      Suppliers & 3PL
      Stores
    • 66. David.Bruno@RedPrairie.com
      THANK YOU!