(2011) Social Shopping - Beyond group buying to delighting & incentivizing consumers

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(Conference presentation as reviewed Greg Williams of Wired UK http://www.wired.co.uk/news/archive/2011-07/15/frontiers-of-interaction)

Is Groupon really an exemplar of social shopping? This was the contention of Lynn Teo, the Creative Director and Head of User Experience at AKQA. Her belief is that Groupon, while collaborative, isn't truly social as the site doesn't require interaction between consumers.

True social commerce is about bringing shopping to where people connect and connecting people who shop, Teo argued, and shared some insights from recent research she has conducted into what social shopping best practice looks like.

Consumers are looking for fun when they're shopping for clothes, and ecommerce sites should strive to prolong that experience by giving consumers a reason to hang around. Teo cited Polyvore, a fashion etailer, as an example of a company that offers customers ways of interacting through pulling looks together and creating moodboards that can be shared socially.

Users also looking for a sense of belonging -- people buying fashion online want to find others who share their taste. Polyvore locates others who have similar style, creating a secondary storefront where users effectively hang out and interact. And, just as in the real world where people visit stores to relax, many people shop online for stress-relief; acknowledging this, French Connection launched a YouTube channel that integrates a shopping experience with video. YouTube's annotation feature allows viewers of the video, which features a stylist offering fashion tips, to click through to a product page to make a purchase.

The core element to driving sales is content generation: etailers must build compelling, immersive ways, to engage customers and allow them to personalise, post and create. And users should be offered incentives if they make relevant contributions; for instance, if they post a link and a friend clicks through and makes a purchase then there. As with so much of the web, successful social commerce will rely on quality, trustworthy information and ways of engaging users beyond browsing.

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(2011) Social Shopping - Beyond group buying to delighting & incentivizing consumers

  1. 1. © 2010 AKQA Inc. Confidential & Proprietary 1 Social shopping beyond group buying to delighting and incentivizing
  2. 2. © 2010 AKQA Inc. Confidential & Proprietary Creative Director Head of User Experience, AKQA @Lynn_Teo 2
  3. 3. © 2010 AKQA Inc. Confidential & Proprietary 3
  4. 4. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 4
  5. 5. © 2010 AKQA Inc. Confidential & Proprietary Stop. 6
  6. 6. © 2010 AKQA Inc. Confidential & Proprietary Stop. Look. 6
  7. 7. © 2010 AKQA Inc. Confidential & Proprietary Stop. Look. Listen. 6
  8. 8. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 7
  9. 9. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 8
  10. 10. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 9
  11. 11. Social Shopping 10
  12. 12. ©2011 AKQA - Confidential and proprietary. All rights reserved. Social Media Commerce
  13. 13. ©2011 AKQA - Confidential and proprietary. All rights reserved. Social Media Commerce
  14. 14. ©2010 AKQA - Confidential and proprietary. All rights reserved. Bring shopping where people connect
  15. 15. ©2010 AKQA - Confidential and proprietary. All rights reserved. Bring connection where people shop
  16. 16. ©2011 AKQA - Confidential and proprietary. All rights reserved. Social Shopping
  17. 17. © 2010 AKQA Inc. Confidential & Proprietary Listen. 15
  18. 18. © 2010 AKQA Inc. Confidential & Proprietary 2
  19. 19. © 2010 AKQA Inc. Confidential & Proprietary Use interviews or fieldwork to uncover what consumer behaviors are inherent in shopping 3
  20. 20. © 2010 AKQA Inc. Confidential & Proprietary 18 fun
  21. 21. © 2010 AKQA Inc. Confidential & Proprietary 18 prolong the fun
  22. 22. 19
  23. 23. 20
  24. 24. © 2010 AKQA Inc. Confidential & Proprietary 21 sense of belonging
  25. 25. © 2010 AKQA Inc. Confidential & Proprietary 21 find others with same style
  26. 26. 22
  27. 27. 23
  28. 28. © 2010 AKQA Inc. Confidential & Proprietary 24 stress-reliever
  29. 29. © 2010 AKQA Inc. Confidential & Proprietary 24 watch, then buy
  30. 30. 25
  31. 31. 26
  32. 32. 27
  33. 33. © 2010 AKQA Inc. Confidential & Proprietary 28 reflection of self
  34. 34. © 2010 AKQA Inc. Confidential & Proprietary 28 personalize and post
  35. 35. 29
  36. 36. 30
  37. 37. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 31
  38. 38. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 32
  39. 39. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 33
  40. 40. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 34
  41. 41. © 2010 AKQA Inc. Confidential & Proprietary ©2010 AKQA - Confidential and proprietary. All rights reserved. 35
  42. 42. © 2010 AKQA Inc. Confidential & Proprietary Stop. Look. Listen. 36
  43. 43. ©2010 AKQA - Confidential and proprietary. All rights reserved. Stop. Look. Listen. ink.
  44. 44. © 2010 AKQA Inc. Confidential & Proprietary 38 Content generation
  45. 45. © 2010 AKQA Inc. Confidential & Proprietary 39 Quality recommendations
  46. 46. © 2010 AKQA Inc. Confidential & Proprietary 40 Incentives
  47. 47. 41
  48. 48. 42
  49. 49. 43
  50. 50. © 2010 AKQA Inc. Confidential & Proprietary 44 New business models emerge?
  51. 51. © 2010 AKQA Inc. Confidential & Proprietary 45 Social shopping is here to stay
  52. 52. © 2010 AKQA Inc. Confidential & Proprietary 46 Delightful experiences
  53. 53. © 2010 AKQA Inc. Confidential & Proprietary 47 Delightful experiences
  54. 54. © 2010 AKQA Inc. Confidential & Proprietary 48 Quality, trustworthy information
  55. 55. ©2010 AKQA - Confidential and proprietary. All rights reserved. ank You

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