Recent digital marketing webinar hosted by VFM Leonardo featuring guest speakers from the University of North Texas and Library Hotel Collection

1. Engage at Every Stage:
What Hotel Marketers Can Learn
From Successful
Online Retailers
October 24th, 2012
Technical difficulties?
Contact Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo

2. Darlene Rondeau
Vice-President, Best Practices,
Online Merchandising
VFM Leonardo Inc.
@darlenerondeau

3. Follow:
@vfmleonardo
Tweets & Questions:
#vfmlwebinar

4. What you will learn today
 Latest trends in visual merchandising from a
digital retailing perspective
 How multi-device shopping and social media
impacts consumer purchase decisions
 Tips for successfully reaching and engaging
travelers at every stage

5. Richard E. Last
 Lecturer in Digital Retailing,
University of North Texas
 Shop.org Board of Directors
 Founder, JCPenney.com

6. Adele Gutman
VP Sales, Marketing & Revenue
Library Hotel Collection
•Casablanca Hotel #1 in NYC on TripAdvisor
•Library Hotel #2 in NYC on TripAdvisor
•Hotel Giraffe #5 in NYC on TripAdvisor
•Hotel Elysee #6 in NYC on TripAdvisor

7. The Shopping Journey: Five Keys to
Success in the Era of the Agile
Consumer
Richard E. Last
October 24, 2012

8. The Agile Consumer
Commerce Websites Mobile
• Personalization • SMS
• Apps
• User Generated Content
• WAP/mobi
• Ratings & Reviews
• Mobile Wallet
Social
• Apps
Information Websites
• Networking
• Google
• Blogging
• Yahoo!
•Pinning
• Wikis
iTV/Gaming Consoles
In-Store Technology
• XBox
• Kiosk
• PS3
• Handheld
• TiVo Video/Music Entertainment • Digital Signing
• AT&T U-verse • YouTube
• Hulu
• iTunes

9. Who is this Agile Consumer ?
• Spend almost 20% of online time engaged in social activity.
• 70% of online shoppers regularly use social media sites…
– Nearly half of them follow retailers on these sites
• 83% are happy to be online advocates of brands they love … and
50% would do it for free
• Almost 100 million create social content (includes blogging,
connecting, networking, ratings & reviews).
• 70% of Smart Phone and tablet owners use their devices for social
networking
• 38% compare prices on mobile devices while in store
• 42% of tablet owners use them daily while watching TV

10. The Tipping Point Has Arrived
• Social Media Time Spent for Communication surpassed voice in 2011
• Smart phones make up 45% of all US mobile phones
• In 2012, US digital marketing spend will exceed print marketing spend
• Consumers now spend as much time online as watching TV
• 2/3 of US consumers shop online monthly (1/3 just four years ago)
AND
• Within 4 years, US consumers will more likely access the internet via
mobile devices than desktop PCs.
• By 2016, over 50% of store sales will be influenced by web research

11. Five Keys to Success in the Era of the
Agile Consumer
1. Best-in-Class eCommerce Site
2. Multi-Channel Optimization
3. Mobile Strategy
4. Social Integration
5. Continuous Innovation

12. Best-in-Class eCommerce Site
1. Richness of Content
2. Personalization
 SAAS tools to analyze ‘big data’
 Recommendations, cross-sell, up-sell, versioning
3. Efficient Navigation
 Guided Selling
 Product attribute driven
 Customer centric taxonomy
4. Customer Solutions
 Informational content
 Fit guides, ,how-to’, comparison charts
5. Checkout Enablement
 67% of shopping carts are abandoned
 Not ready to buy, shipping charge, confusing promotion

13. 1. Richness of Content
Rich Imagery
Large view
Alt images Video

14. 1. Richness of Content

15. 1. Richness of Content

16. 1. Richness of Content
Selling Copy
• The drivers of a customer’s decision to buy :
 Quality
 Value
 fashion relevance
 Convenience
• For every item, ask yourself, “what is the message that will
convince her to buy?” Call out features and function and
always show the value message
Search Optimization Copy

17. 2. Multi-Channel Optimization
1. The Endless Aisle
 Extended assortments, sizes, colors
2. Web Influenced Sales
 Shop online, buy in-store
 Equal 5X online sales
 Inventory visibility
3. Internet In-Store
 Internet enabled POS, kiosks,
 Selling associates armed with iPads
4. Channel Leverage
5. Analytics and Testing
 Web analytics, customer analytics
 A/B Testing

18. 2. Channel Leverage
Leverage the strengths of one channel to offset a
weakness in another channel… category by category
Stores jcp.com

19. 3. Mobile Strategy
Optimized Website Apps
for Mobile
Mobile
Checkout
SMS Messaging
Optimized Tablet Site
Mobile In-Store
Mobile wallet

20. 3. Mobile Strategy: Best In Class

21. 4. Social Integration
From To
Target Consumers Foster Communities
Monologue Dialogue
Push Pull
Edited Assortment Curating and Co-Creation
Requested Feedback 24/7 Feedback
Campaigns Conversations

22. 4. Social Integration
Social Content on Retail Websites (SAAS):
• Ratings and Reviews
• Ask and Answer
• Stories
Significant lift in sales and conversion- Even from
negative reviews !
Implications for Product Development,
Merchandising, Marketing, Creative, and
Customer Service

23. 5. Continuous Innovation
Digital Platforms connecting consumers with
everything retail through limitless touch-points….
SOLOMO (Social, Local, Mobile)
“Extreme Retail”
–New disruptive business models,
–New retail technologies

24. 5. Continuous Innovation: Recent
Headlines
• Nordstrom Acquires Haute Look
• Macy’s Challenges Amazon for Same Day Delivery
• Walmart Testing Same Day Delivery
• Amazon's New Secret Weapon: Delivery Lockers
• Best Buy Low Price Guarantee for Holiday
• Target to Offer Price Compare for Holiday
– Wal-Mart, Amazon, Best Buy included

25. 5. Continuous Innovation: Amazon.com Keeps
Retailers Up At Night

26. 5. Emerging Technologies Facilitate
the Shopping Experience – What’s Next ?
Example: Augmented Reality:
Google’s Project Glass has revived interest in
accelerating augmented reality
Virtual dressing room concept
Deep content display concept

27. Key Challenges for Retailers in the Era of the
Agile Consumer
• Producing for multiple devices
• Organizing for channel optimization
• In-store deployments
• Digital platform infrastructure
• Monetize social media

28. Retailers Must Embrace the
Agile Consumer
• Transform how to market, transact, serve and
organize
• Optimize people, processes, and technology across
all touch points
• Support each touch point uniquely… but with
common digital platform
• Make customer analytics a core competency.
• Flexible organizations for “pace of change”
“Its no longer about channels, its about the customer
lifecycle across everywhere they touch us.”

29. The Shopping Journey: Five Keys to
Success in the Era of the Agile
Consumer
Questions ?

30. Adele Gutman
VP Sales, Marketing & Revenue
Library Hotel Collection
•Casablanca Hotel #1 in NYC on TripAdvisor
•Library Hotel #2 in NYC on TripAdvisor
•Hotel Giraffe #5 in NYC on TripAdvisor
•Hotel Elysee #6 in NYC on TripAdvisor

31. 10 Lessons We Can Learn From Retail:

32. 10 Lessons We Can Learn From Retail:
#1. Nothings inspires desire like beautiful,
emotionally evocative images

33. 10 Lessons We Can Learn From Retail:
#1. Nothings inspires desire like beautiful,
emotionally evocative images

34. 10 Lessons We Can Learn From Retail:
#2. Style the shot for maximum impact

35. 10 Lessons We Can Learn From Retail:
#2. Style the shot for maximum impact

36. 10 Lessons We Can Learn From Retail:
#3. At the moment of desire, invite the viewer to share
Almost 5,000 likes!

37. 10 Lessons We Can Learn From Retail:
#3. At the moment of desire, invite the viewer to share

38. 10 Lessons We Can Learn From Retail:
#3. At the moment of desire, invite the viewer to share

39. 10 Lessons We Can Learn From Retail:
#3. At the moment of desire, invite the viewer to share

40. 10 Lessons We Can Learn From Retail:
#4. More images inspire confidence

41. 10 Lessons We Can Learn From Retail:
#4. More images inspire confidence

42. 10 Lessons We Can Learn From Retail:
#4. More images inspire confidence

43. 10 Lessons We Can Learn From Retail:
#4. More images inspire confidence

44. 10 Lessons We Can Learn From Retail:
#4. More images inspire confidence

45. 10 Lessons We Can Learn From Retail:
#4. More images inspire confidence

46. 10 Lessons We Can Learn From Retail:
#4. More images inspire confidence

47. 10 Lessons We Can Learn From Retail:
#4. More images inspire confidence

48. 10 Lessons We Can Learn From Retail:
#5. Reviews help confirm which option is best for the individual.

49. 10 Lessons We Can Learn From Retail:
#5. Reviews help confirm which option is best for the individual.
Scroll down
To post review

50. 10 Lessons We Can Learn From Retail:
#6. Allow individuals to customize the experience

51. 10 Lessons We Can Learn From Retail:
#6. Allow individuals to customize the experience

52. 10 Lessons We Can Learn From Retail:
#6. Allow individuals to customize the experience

53. 10 Lessons We Can Learn From Retail:
#7. Make the buyers life easy by suggesting the complete look

54. 10 Lessons We Can Learn From Retail:
#7. Make the buyers life easy by suggesting the complete look

55. 10 Lessons We Can Learn From Retail:
#8. Let people easily target their price range

56. 10 Lessons We Can Learn From Retail:
#8. Let people easily target their price range

57. 10 Lessons We Can Learn From Retail:
#9. Remember that people don’t like extra charges

58. 10 Lessons We Can Learn From Retail:
#9. Remember that people don’t like extra charges

59. 10 Lessons We Can Learn From Retail:
#10. Create a wonderful product that people are so excited about that
they can’t stop themselves from sharing.

60. 10 Lessons We Can Learn From Retail: th
#10. Create a wonderful product that September 14 ! that
KHotels Rankings On people are so excited about
they can’t stop themselves from sharing
.

61. 10 Lessons We Can Learn From Retail:
1. Nothings inspires desire like beautiful, emotionally evocative images
2. Style the shot for maximum impact
3. At the moment of desire, invite the viewer to share
4. More images inspire confidence
5. Reviews help confirm which option is best for the individual.
6. Allow individuals to customize the experience
7. Make the buyers life easy by suggesting the complete look
8. Let people easily target their preferred price range
9. Remember that people don’t like extra charges
10. Create a wonderful product that people are so excited about that they
can’t stop themselves from sharing.

62. Key Takeaways
Create an appealing website full of rich
Visuals
 Optimize your shopping experience for
different channels including mobile devices
 Encourage shoppers to share your story on social
media
Customize shopping experiences to meet the
agile consumers’ expectations

63. Poll

64. Watch your inbox for…
 Recording of this webinar
◦ Share it with your colleagues
 Free guide
◦ 6 Steps to Reaching and Engaging Travelers
during the Shopping Journey
 Invitations to upcoming webinars
◦ Learn How to Use VBrochure to Optimize
Your Hotel Website for Mobile Travelers

65. Connect
www.vfmleonardo.com
vbrochure@vfmleonardo.com
with us!
1.877.593.6634
@vfmleonardo Richard E. Last
facebook.com/vfmleonardo
Adele Gutman rich.last@unt.edu
940.565.2433
www.libraryhotelcollection.com
65 adele@booklhc.com
www.linkedin.com/in/hoteladele

66. Questions and Best Practices