Shopping Goes Social - how our habits as consumers are changing
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18-Oct-2014 -
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Transcript of Shopping Goes Social - how our habits as consumers are changing
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Socialhow our habits as
consumers are changing
Shopping goes
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A quick glimpse into the future
technolgically and sociologically
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Retail hacking
Source: Wired US 12/10
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Retail hacking
Source: Wired US 12/10
“Hacking” the usual way of shopping by using the internet
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Retail hacking
Source: Wired US 12/10
Cupons, sharing special offers, loop-holes, tricks ...
“Hacking” the usual way of shopping by using the internet
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Retail hacking
Source: Wired US 12/10
“Shopping is a contact sport”
Cupons, sharing special offers, loop-holes, tricks ...
“Hacking” the usual way of shopping by using the internet
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Retail hacking
Source: Wired US 12/10
“Shopping is a contact sport”
“Suggested retail price is a blatant lie”
Cupons, sharing special offers, loop-holes, tricks ...
“Hacking” the usual way of shopping by using the internet
![Page 8: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/8.jpg)
The typical retail hackerSource: Wired US 12/10
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The typical retail hacker
Young
Source: Wired US 12/10
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The typical retail hacker
Young
High income
Source: Wired US 12/10
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The typical retail hacker
Young
High income
60 % earn more than $50.000 / year
Source: Wired US 12/10
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The typical retail hacker
Young
High income
60 % earn more than $50.000 / year
“Stacks” methods and offer to use several money-saving tricks at a time
Source: Wired US 12/10
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Charlotte HarrisonSource: Wired US 12/10
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Charlotte Harrison
38 y. o.
Source: Wired US 12/10
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Charlotte Harrison
38 y. o.
Mother of two
Source: Wired US 12/10
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Charlotte Harrison
38 y. o.
Mother of two
Competitive personality
Source: Wired US 12/10
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Charlotte Harrison
38 y. o.
Mother of two
Competitive personality
Doesn’t necessarily do it for the money
Source: Wired US 12/10
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Charlotte Harrison
38 y. o.
Distributes food to those in need
Mother of two
Competitive personality
Doesn’t necessarily do it for the money
Source: Wired US 12/10
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Source: Wired US 12/10
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“Spends” $78.15
Source: Wired US 12/10
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“Spends” $78.15
Pays $1.77
Source: Wired US 12/10
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“Spends” $78.15
Pays $1.77
Gets $2.85 refunded for an incorrectly priced red bell pepper
Source: Wired US 12/10
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“Spends” $78.15
Pays $1.77
Gets $2.85 refunded for an incorrectly priced red bell pepper
$1.08 profit + $78.15 worth of groceries
Result
Source: Wired US 12/10
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Priceline
Priceline
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Priceline
PricelineHotel auction
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Priceline
PricelineHotel auction
Bid on a price class, not a hotel
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Priceline
PricelineHotel auction
Bid on a price class, not a hotel
You don’t know what hotel you’ll get - only that it will have 4 stars
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Priceline
PricelineHotel auction
Bid on a price class, not a hotel
Lets hotels circumvent their own pricing rules
You don’t know what hotel you’ll get - only that it will have 4 stars
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“Selfsumers will not “work” alone and will collaborate to seek out and decide on their own purchasing preferences through social networking.”
- PriceWaterhouseCoopers 2010
Self-sumer
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ipads spread globally via usabox
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BBC Iplayer via VPN
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US Itunes via ebay and giftcards
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They do the hacking themselves
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They do the hacking themselvesBut that’s not the only way to do it
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Continuation of the hacker mentality
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Continuation of the hacker mentality
Groupon does the work for you
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Continuation of the hacker mentality
Groupon does the work for you
Group purchasesCertain number must buy, before offer is “unlocked”
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Continuation of the hacker mentality
Groupon does the work for you
Group purchases
Declined take-over bid from Google worth $6 billion
Certain number must buy, before offer is “unlocked”
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Technology hastens and increases social change
Social change shapes technological development
Social change
Technology
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Why now?
Technology hastens and increases social change
Social change shapes technological development
Social change
Technology
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Offline again
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Offline againwith location based services
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Foursquare
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
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Foursquare
“If I earn the Gym Rat badge, that says something about me that a couple of stamps on a punch card or scan of a loyalty card cannot.”
Tristan Walker, head of business development, Foursquare
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
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Special Offers
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Special Offers
Special offers linked to locations (loyalty unlocks, regular price offers)
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Special Offers
Special offers linked to locations (loyalty unlocks, regular price offers)
Appear at check-in
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Special Offers
Special offers linked to locations (loyalty unlocks, regular price offers)
Appear at check-in
Created by the businesses themselves
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Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
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Safeway & pepsico
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
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Safeway & pepsicoNew kind of “loyalty scheme”
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
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Safeway & pepsicoNew kind of “loyalty scheme”
Check-in at Safeway and get points on your VonsClub card
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
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Safeway & pepsicoNew kind of “loyalty scheme”
Check-in at Safeway and get points on your VonsClub card
Points can be spent on Pepsi-Co products
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
![Page 58: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/58.jpg)
Safeway & pepsicoNew kind of “loyalty scheme”
Check-in at Safeway and get points on your VonsClub card
Points can be spent on Pepsi-Co products
Auto check-in at cash register possible
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
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Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
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“People spend over 700 billion minutes per month posting, sharing, Liking, commenting, poking, playing games, and interacting with one another as well as the content and applications that define the pervasive social ecosystem.”
Brian Solis
Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
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Statistics!
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
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130 friends
Statistics!
On average
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
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130 friendsFits quite well with Dunbar’s number
Statistics!
On average
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
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130 friendsFits quite well with Dunbar’s number
Statistics!
On average
Connected to 80 community pages, groups, events and Pages
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
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130 friendsFits quite well with Dunbar’s number
Statistics!
On average
Connected to 80 community pages, groups, events and Pages
Creates 90 pieces of content a month
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
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From e-commerce To f-commerce
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From e-commerce To f-commerce
Facebook credits
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Social Graph: Your 130 friends follow you round the web
From e-commerce To f-commerce
Facebook credits
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Social Graph: Your 130 friends follow you round the web
From e-commerce To f-commerce
Facebook credits
and can be used on external sites (Facebook Connect)
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Social Graph: Your 130 friends follow you round the web
From e-commerce To f-commerce
Facebook credits
and can be used on external sites (Facebook Connect)
Our social graph reveals a lot about our purchasing habits
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Facebook Deals
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Places
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Places
Check-in like Foursquare
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Places
Check-in like Foursquare
ONLY check-in, no game aspects (points) or reviews
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Places
Check-in like Foursquare
ONLY check-in, no game aspects (points) or reviews
Not rolled out globally yet
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Facebook Deals
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Facebook DealsLinked to Places
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Facebook DealsLinked to Places
Shown at check-in
![Page 82: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/82.jpg)
Facebook DealsLinked to Places
Shown at check-in
“Regular” offers
![Page 83: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/83.jpg)
Facebook DealsLinked to Places
Shown at check-in
“Regular” offers
Loyalty based offers
![Page 84: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/84.jpg)
Facebook DealsLinked to Places
Shown at check-in
“Regular” offers
Social offers where several of your friends check-in at the same time as you
Loyalty based offers
![Page 85: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/85.jpg)
Facebook Deals
![Page 86: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/86.jpg)
Facebook DealsLinked to physical stores
![Page 87: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/87.jpg)
Facebook DealsLinked to physical stores
![Page 88: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/88.jpg)
Wrap-up
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Wrap-upOffline to online - and back again
![Page 90: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/90.jpg)
Wrap-upOffline to online - and back again
Your friends, activities, “likes” and habits follow you around the web via constructs such as Facebook’s Social Graph
![Page 91: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/91.jpg)
Wrap-upOffline to online - and back again
Your friends, activities, “likes” and habits follow you around the web via constructs such as Facebook’s Social Graph
Turning in to a refined social version of the filtering we already know today
![Page 92: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/92.jpg)
Wrap-up
![Page 93: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/93.jpg)
Wrap-upBoth a new way of showing “traditional” offers
![Page 94: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/94.jpg)
Wrap-upBoth a new way of showing “traditional” offers
... and a way of creating new types of offers: Groupons, expanded loyalty programs and social offers, where your friends check-in with you
![Page 95: Shopping Goes Social - how our habits as consumers are changing](https://reader034.fdocuments.in/reader034/viewer/2022052617/54427bc9b1af9f3d0a8b465d/html5/thumbnails/95.jpg)
Wrap-upBoth a new way of showing “traditional” offers
... and a way of creating new types of offers: Groupons, expanded loyalty programs and social offers, where your friends check-in with you
The most important part of all this is still the experience the customers gets at point-of-sale no matter if it’s on- or offline. This experience spreads even quicker now, because he / she found the offer online in the first place!
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