This document discusses using social media to understand online shopper behavior. It describes capturing a shopper's "DNA" by tracking their tastes, habits, and aspirations across online and offline shopping. This includes what they buy, browse, wishlist, and discuss with friends. The document recommends using this data to personalize the customer experience through recommendations, promotions, communities, and content to better understand customers and influence their purchasing decisions.

1. Reveal: the true power of social for e-commerce Vanina Delobelle, Ph.D. March 2011

4. Vanina Delobelle She buys online , she browses, she dreams, she creates lists, she reads about products, she reviews.

6. Vanina Delobelle She happened to participate to some auctions on her mobile. She also checks her messages and goes to Facebook via her mobile. She also plays Angry bird occasionally.

7. Vanina Delobelle She sometimes buys for her husband too.

10. Vanina Delobelle By following and recording all the activities from Marinda, she becomes less mysterious and the brand can draw her Shopper DNA map.

13. Vanina Delobelle Create entertainment Offer her fun during the entire experience.

15. Vanina Delobelle Create dreams Get her to dream about the product she likes and how she would feel having it.

18. Vanina Delobelle Create discovery Let her find products that she does not even know you do carry.

21. For more conversations… www.vaninadelobelle.com twitter.com/vaninadelobelle