Social Shopping 3.0: Beyond the Like Button
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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

Social Shopping 3.0: Beyond the Like Button Social Shopping 3.0: Beyond the Like Button Presentation Transcript

  • Social Shopping 3.0
    s-Commerce Beyond the “Like” Button
  • 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
  • The Crowd Has Spoken
    Social Shopping 1.0
  • Huge Social Networks Forever Changed Online Behaviors
  • User Reviews Took Hold
  • The Lure of the Crowd Sent Deep Daily Discounts Viral
  • The Lure of the Crowd Sent Deep Daily Discounts Viral
  • The “Like” Button Became Ubiquitous
  • 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
  • Social Shopping 2.0
    Beyond Facebook
  • 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
  • 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
  • 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
  • 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
  • Open a New Location?
    $0.00
    $0.00
    $0.00
    Labor
    Real Estate
    Utilities
    Mobile AR Retail Apps Appear on the Scene
  • While Social Shopping May Pose Threats…
  • …Social Shopping Also Represents Great Opportunity
  • 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
    • Register at Target.com to have mobile coupons sent via text
    • 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
    • Offered incentives to refer your friends
    • $10 for a referred 1st time buy
    • $10 for 3 referrals on a single offer
    • 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
    • Checked in via Foursquare
    • Was notified of a “Special Here”
    • Offered 30% off one item
    RESULT
    She made a purchase when she hadn’t even planned on entering the store!
    The Gap and Foursquare
    • Checked in via Shopkick app
    • Offered Friends & Family 25% off
    • Showed cashier her phone offer and mentioned Friends & Family Discount
    RESULT
    She did some buying!
    Micro-Local (Inside Macy’s) with Shopkick
    • Multiple ways to motivate people to shop in store
    • Foursquare – offers upon check-in
    • Shopkick – different offer upon check-in
    • 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
  • Beware of the “Specials Nearby”
    • Checked into Facebook
    • Posted her thoughts that she ‘Likes’
    • 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
  • 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
    • QR codes displayed on shelves
    • Scanned codes and displayed useful product & purchasing information
    • Availability > Specs > Reviews
    QR Codes at Best Buy Enhance Store Shopping
  • Social Shopping 3.0
    Six Steps to Leveraging the Crowd to Drive Engagement and Revenue…
  • 1. BRING YOUR PRODUCTS TO SOCIAL SITES
  • 1,000 TransactionsEvery Day
  • 2. NURTURE THE CHANNEL AS A DESTINATION
  • 3. MAKE IT EASY FOR FRIENDS TO SHOP TOGETHER
  • 4. CREATE YOUR OWNPOWER INFLUENCERS
  • 5. LEVERAGE LOCATION SHARING
  • Whenever a player is near an H&M location, virtual goods from the new Blues collection will appear in the game
  • Players can review the product details of the items, and if they check in an item, they earn game bonus points.
  • Players also receive discounts and promotions for real goods available in nearby stores, and points for scanning in-store product bar codes.
  • 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.
  • 6. BRING SOCIAL GRAPHS TO YOUR PRODUCTS
  • Getting Started
    Where to Begin?
  • 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?
  • 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
  • David.Bruno@RedPrairie.com
    THANK YOU!