Y! Shopping | Social Deals

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Y! Shopping | Social Deals

  1. 1. Social Shopping / DEALS
  2. 2. User Types | People who are “looking for deals” Price hunters can become deal mavens, usually by learning strategies and getting hooked. Yahoo! Network Survey (N=1163) ** Q: I look for deals / bargains even when I don't have a specific product in mind * Q: I look for deals / bargains only when I have a specific product in mind .
  3. 3. User Types | Key Activities <ul><li>Price Hunters </li></ul><ul><li>Look for the lowest price (best deals) when comparison shopping or when ready to purchase a specific product </li></ul><ul><ul><li>… PRICE HUNT </li></ul></ul><ul><li>Deal Mavens </li></ul><ul><li>Constantly look out for the latest deals they might want for themselves or their friends and family </li></ul><ul><li>… DEAL HUNT & PRICE HUNT </li></ul>
  4. 4. User Types | People who are “looking for deals” Price hunters can become deal mavens, usually by learning strategies and getting hooked. Yahoo! Network Survey (N=1163) ** Q: I look for deals / bargains even when I don't have a specific product in mind * Q: I look for deals / bargains only when I have a specific product in mind .
  5. 5. Motivations & Attitudes <ul><li>Deal hunting is a way of life, pride in knowledge of strategies to save $ </li></ul><ul><ul><li>Parents instilled price consciousness and saving at early age </li></ul></ul><ul><ul><li>Life stage change / Life event </li></ul></ul><ul><ul><ul><li>Moved out on their own </li></ul></ul></ul><ul><ul><ul><li>Started a family </li></ul></ul></ul><ul><ul><ul><li>Saving for a house </li></ul></ul></ul><ul><ul><ul><li>Saving for 8 month sabbatical </li></ul></ul></ul><ul><ul><li>Learned strategies from prior job </li></ul></ul><ul><ul><li>Often talk about their deals to friends/family </li></ul></ul><ul><ul><li>Some PH’s, however, may be embarrassed with certain deal seeking behavior </li></ul></ul><ul><ul><ul><li>One PH thought using coupons were thought of as being cheap </li></ul></ul></ul><ul><ul><li>I grew up in a household of 7 kids. We had to stretch the dollar to eat well and live well. P2 </li></ul></ul><ul><ul><li>I remember clipping coupons with my mother as a child. P5 </li></ul></ul><ul><ul><li>Once I moved out on my own I learned that if I wanted to have nice stuff I had to do things differently. P6 </li></ul></ul>
  6. 6. Motivations & Attitudes Con’t <ul><li>Want more *nice* stuff </li></ul><ul><ul><li>Participants observed were not misers but avid shoppers buying more than just necessities </li></ul></ul><ul><li>Hunting for deals is fun </li></ul><ul><ul><li>Not a burden </li></ul></ul><ul><ul><li>To an extent, the extra time spent is worth it DM </li></ul></ul><ul><ul><li>Time more of an issue for PH </li></ul></ul><ul><ul><li>Clips – May and Jerianne </li></ul></ul><ul><ul><li>DM willing to go that extra mile for more substantial savings </li></ul></ul><ul><li>Avoid buyer’s remorse </li></ul><ul><ul><li>‘ Wasting money is stupid. I just can’t do it.” </li></ul></ul>
  7. 7. What is a deal? <ul><li>To many, it’s at least 25+% off plus shipping </li></ul><ul><ul><li>At least 30% off (screener data) </li></ul></ul><ul><li>Deal Mavens have higher qualifications (>% off) </li></ul><ul><li>Still expect quality (low price on a quality product) </li></ul><ul><li>Examples: </li></ul><ul><ul><li>$ off, % off </li></ul></ul><ul><ul><li>Free shipping </li></ul></ul><ul><ul><li>Free shipping on orders over $X </li></ul></ul><ul><ul><li>Offer (additional stuff) </li></ul></ul><ul><ul><li>Used / Free </li></ul></ul><ul><ul><li>Free events / movies </li></ul></ul><ul><ul><li>Reduced airfare </li></ul></ul><ul><ul><li>Travel packages </li></ul></ul><ul><ul><li>It must be at least 25% off in addition to free shipping. </li></ul></ul><ul><ul><li>Something that is at least 30% off the retail price. </li></ul></ul><ul><ul><li>It’s a price at approx. 75% of its original price. Also not willing to lose on shipping. </li></ul></ul><ul><ul><li>First, shipping must be very reasonable. Then at least 30-40% off store prices. </li></ul></ul>
  8. 8. Key Insights <ul><li>Finding Deals: </li></ul><ul><li>Search is the starting point </li></ul><ul><li>Deal hunting is an “addictive game” </li></ul><ul><li>Used / free offers sought first for some product types </li></ul><ul><li>Mavens relied upon as deal experts by friends & family </li></ul><ul><li>Email a key tool for discovering deals </li></ul><ul><li>Misleading offers are a common frustration </li></ul><ul><li>Qualifying Deals: </li></ul><ul><li>User contributions / feedback valued for qualifying deals </li></ul><ul><li>Product ratings & reviews key for researching </li></ul><ul><li>Altruism primary motivation for contribution </li></ul><ul><li>Sharing Deals: </li></ul><ul><li>Interest in sharing almost exclusively with friends/family; and only when relevant </li></ul><ul><li>Email and WOM primary methods for sharing deals </li></ul><ul><li>Groups & Forums used to share and ask questions </li></ul><ul><li>Mavens are rich source of saving tips & strategies </li></ul>
  9. 9. BUSINESS IMPLICATIONS
  10. 10. Implications <ul><li>Finding deals </li></ul><ul><ul><li>Create “Deal Fever” within Y! Deals </li></ul></ul><ul><ul><li>Local deals are a differentiator </li></ul></ul><ul><ul><li>Focus on acquiring customers through email (and entice browsing for people who otherwise wouldn’t) </li></ul></ul><ul><li>Qualifying Deals </li></ul><ul><ul><li>Include lots of opportunities to provide deal feedback to help others qualify </li></ul></ul><ul><ul><li>Integrate product and merchant ratings and reviews to streamline research process </li></ul></ul><ul><li>Sharing Deals </li></ul><ul><ul><li>Seek ways of creating a &quot;deal community&quot; to foster user contribution </li></ul></ul><ul><ul><li>Explore integration of groups to increase willingness to share </li></ul></ul><ul><ul><li>Implement seamless way for users to share deals with friends/family </li></ul></ul><ul><ul><li>Provide an avenue for users contribute saving strategies and tips </li></ul></ul>
  11. 11. Business Opportunity
  12. 12. Business Opportunity
  13. 13. Business Opportunity
  14. 14. Business Opportunity
  15. 15. Business Opportunity
  16. 16. USER EXPERIENCE STORYBOARDS
  17. 18. Or…
  18. 19. USER EXPERIENCE strategic CONCEPTS
  19. 24. USER EXPERIENCE coupon center CONCEPTS
  20. 25. Design Variations Prototype: Coupons Only | Voting, Saving, Sharing w/ aggregate score
  21. 26. Design Variations | Coupons Only | Voting, Saving, Sharing (no aggregate score)
  22. 27. Design Variations | Coupons Only | Saving & Sharing Only
  23. 28. Design Variations | “All Deals” Deal Center, Coupons + Rebates Only Deal Center
  24. 29. Design Variations | Deal Widget | slot machine
  25. 30. Design Variations | Deal Widget | deal ticker
  26. 31. Design Variations | Deal Widget | deal ticker

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