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The true power of social


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The true power of social

  1. 1. Reveal: the true power of social for e-commerce Vanina Delobelle, Ph.D. March 2011
  2. 2. Vanina Delobelle <ul><li>Meet Marinda </li></ul><ul><li>Who is she? What do we know about her? What is she buying? What isn’t she buying but that she would like to have? </li></ul><ul><li>Let’s discover her shopper DNA. </li></ul>
  3. 3. Vanina Delobelle <ul><li>She buys offline and loves to spend her Saturday afternoon once in a while doing window shopping. </li></ul>
  4. 4. Vanina Delobelle She buys online , she browses, she dreams, she creates lists, she reads about products, she reviews.
  5. 5. Vanina Delobelle <ul><li>She has friends and she always shares her good deals with her best friends. </li></ul>
  6. 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. 7. Vanina Delobelle She sometimes buys for her husband too.
  8. 8. Vanina Delobelle <ul><li>With all she does, we can start capturing her information in 3 buckets: </li></ul><ul><li>Her tastes </li></ul><ul><li>Her habits </li></ul><ul><li>Her aspirations </li></ul>
  9. 9. Vanina Delobelle Generic data Tastes <ul><li>Interests in products </li></ul><ul><li>Interests in categories </li></ul><ul><li>Hobbies </li></ul><ul><li>Situation (mom, a son, married…) </li></ul>Purchases data Habits <ul><li>What she shops </li></ul><ul><li>How often </li></ul><ul><li>Where </li></ul><ul><li>For which Amount </li></ul><ul><li>Which Categories </li></ul><ul><li>Which Sizes </li></ul>Browsing data Aspirations <ul><li>What she likes but she never buys </li></ul><ul><li>Brands </li></ul><ul><li>Categories </li></ul><ul><li>Quantities (are there lots of things that she wishes to have) </li></ul>
  10. 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.
  11. 11. Vanina Delobelle <ul><li>Beauty </li></ul><ul><li>Clothing </li></ul><ul><li>Fitness </li></ul><ul><li>Painting </li></ul><ul><li>Books </li></ul><ul><li>Bedding and bath </li></ul><ul><li>Games </li></ul><ul><li>Electronics </li></ul><ul><li>Accessories </li></ul><ul><li>Movies </li></ul><ul><li>Jewelry </li></ul><ul><li>Kanebo </li></ul><ul><li>L’Occitane </li></ul><ul><li>Sothys </li></ul><ul><li>Next </li></ul><ul><li>French Connection </li></ul><ul><li>XBox </li></ul><ul><li>Women Clothing </li></ul><ul><li>Intimates </li></ul><ul><li>Food </li></ul><ul><li>Bedding and bath </li></ul><ul><li>Dinewares </li></ul><ul><li>Tires </li></ul><ul><li>French Connection </li></ul><ul><li>Next </li></ul><ul><li>Food </li></ul><ul><li>Clothing </li></ul><ul><li>Apostrophe </li></ul><ul><li>Cannon </li></ul><ul><li>Whole Home </li></ul><ul><li>Sally Lou </li></ul><ul><li>Jaclyn Smith </li></ul><ul><li>Women Clothing </li></ul><ul><li>Intimates </li></ul><ul><li>Bedding and bath </li></ul><ul><li>Beauty </li></ul><ul><li>Jewelry </li></ul><ul><li>Movies </li></ul><ul><li>Shoes </li></ul><ul><li>Furnitures </li></ul><ul><li>Bare escentuals </li></ul><ul><li>Dyson </li></ul><ul><li>Michael Harding </li></ul><ul><li>Guerlain </li></ul><ul><li>Sothy </li></ul><ul><li>L’Occitane </li></ul><ul><li>XBox </li></ul>We learn what she likes, what she is interested in and who she is. We learn what she likes but that she never buys on this site or simply has never bought. Actions: Coupons about deals and promotions, samples, participate to auctions Actions: Special groups giving access to special sales. Get the customer informed about the next coming collection for a brand she likes already and that she advocates.. Actions: Site recommendations across the browsing experience. We learn what she does and what she actually purchases for.
  12. 12. Vanina Delobelle <ul><li>But how to get to know Marinda’s dreams? </li></ul>
  13. 13. Vanina Delobelle Create entertainment Offer her fun during the entire experience.
  14. 14. Vanina Delobelle <ul><li>Create seduction </li></ul><ul><li>Seduce her by the overall experience at any moment. </li></ul>
  15. 15. Vanina Delobelle Create dreams Get her to dream about the product she likes and how she would feel having it.
  16. 16. Vanina Delobelle <ul><li>Create mobility </li></ul><ul><li>Let her be connected and reminded of you at any moment. </li></ul>
  17. 17. Vanina Delobelle <ul><li>Create Community sharing </li></ul><ul><li>Let her meet people who can reinsure her. </li></ul>
  18. 18. Vanina Delobelle Create discovery Let her find products that she does not even know you do carry.
  19. 19. Vanina Delobelle <ul><li>Create content </li></ul><ul><li>Let her read all about you and your products…EVERYWHERE. </li></ul>
  20. 20. Vanina Delobelle <ul><li>Create frequency </li></ul><ul><li>Provide her fresh information generating recurrence and addiction to your site. </li></ul>
  21. 21. For more conversations…