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Joline Kool (IKEA). .pptx
- 1. © Inter IKEA Systems B.V. 2022 Hej* The role of Social Commerce @ IKEA. Is this the future of shopping? *Hej is Swedish for hello Joline Kool Product Owner Social Commerce Innovation & Development | Inter IKEA Systems B.V.
- 3. © Inter IKEA Systems B.V. 2022 3 When is the last time you bought something at IKEA?
- 4. © Inter IKEA Systems B.V. 2022 4 When is the last time you bought something through social?
- 5. © Inter IKEA Systems B.V. 2022 5 Social Commerce in numbers Social commerce represents 11.7% of total online retail sales in 2021. It’s expected to be x2 by 2025, reaching up to 22.1%. Snapchat has +500m monthly active users; over 5bn snaps are created every day. TikTok has +1BN monthly active users. TikTok is popular in +150 countries. The size of the social commerce market in China is 9x bigger than in the US. #TikTokmademebuyit has been viewed over 10BN times Instagram has +500m daily active users. Pinterest has +459m daily active users. Chinese retail social commerce sales will rise by 22.7% to $475B in 2023. In the USA in ’23 social commerce is 6.1% of retail e- commerce, worth $ 66B. In the US, 48% of the 18-34 yo have already purchased through social media. Source Deloitte Consulting B.V. 2021
- 6. © Inter IKEA Systems B.V. 2022 Page 6 | Deloitte Consulting | © Inter IKEA Systems B.V. 2021 Social Commerce has enjoyed considerable uptake in the recent past Community driven Convenience & immediacy led Tech savvy Authenticity seeking Personalization focused …alongside a changing macro-economic context Emerging regulations Data wealth Innovation take-off Demographic shifts Payment digitalization Platformized experiences Experience craving Evolving consumer preferences… The COVID-19 pandemic has accelerated the adoption of the above trends
- 7. © Inter IKEA Systems B.V. 2022 Page 7 | Deloitte Consulting | © Inter IKEA Systems B.V. 2021 We will see continuous investment in additional (new) technical features at social media platforms, especially those dedicated to discovery and conversion In-app brand stores & mini programs Virtual try- on In-app check-out Scan & purchase Livestream shopping Selling through conversational chatbots AR Dynamic ad Digitally focused store
- 8. © Inter IKEA Systems B.V. 2022 8 Social Commerce can best be described as a subset of e-commerce, leveraging that focus on engagement through the journey by effectively merging inspiration and interaction with seamless product discovery and ease of transactions.
- 9. © Inter IKEA Systems B.V. 2022 9 Exploring the impact by doing worldwide rapid experimentation Facilitate seamless buyer journey within the social media platform Driving commerce on social media by redirecting to IKEA owned channels (web/app/store) 1 2
- 10. © Inter IKEA Systems B.V. 2022 10 What opportunities do we see? • Visit our store from home • Present our home furnishing knowledge • Enable people to buy • Make the buyer journey optichannel
- 11. © Inter IKEA Systems B.V. 2022 11 Learnings so far • Seamless in-app shopping experience in China is powerful in driving engagement, brand perception as well as sales generation • In-app checkout for other mainstream platforms is impeded due to lack of technical readiness at the social channels • Younger generations can be engaged through new channels, like TikTok • Influencer marketing can lead to high ROI but finding the right brand match is time consuming. The content can be beautiful! • Livestream shopping is here to stay
- 12. © Inter IKEA Systems B.V. 2022 12 Practical tips setting up the livestream • Show set up • Presenting • Content • Traffic
- 13. © Inter IKEA Systems B.V. 2022 13 Learnings on result livestreams • Customers get inspired. • Livestreams are highly valued. • Online AND offline conversion. • Interaction with product tiles. • Most views for recorded sessions • Reuse content • Explain livestream • Mobile first!
- 15. © Inter IKEA Systems B.V. 2022 Join us live for the first ever Live Shopping Event from IKEA Bulgaria!