Social Shopping 3.0: Beyond the Like Button

Confidential ©2011 RedPrairie Corporation. All rights reserved.

Social Shopping 3.0

s-Commerce Beyond the “Like” Button

Confidential ©2011 RedPrairie Corporation. All rights reserved.2

51% considered information shared on their networks when

making a purchase decision

--eMarketer

The average consumer mentions specific brands over

90 times per week

-Keller Fay, WOMMA

By 2014, 53% of total retail sales will be affected

by the Web

--Forrester

81% received advice from friends about a

purchase through a social site

--Click Z

74% who received such

advice found it to be

influential in their decision

--Click Z

Consumers Have Jumped All Over The Social Shopping “Bandwagon”


The Crowd Has Spoken

Social Shopping 1.0


Huge Social Networks Forever Changed Online Behaviors


Click to edit Master title style

User Reviews Took Hold



The Lure of the Crowd Sent Deep Daily Discounts Viral



The “Like” Button Became Ubiquitous



41% of people ‘like’ pages to show friends brands they support.

Facebook users spend over 700 Billion minutes per month there.

The average Facebook fan is worth $136.38 to a brand annually.

The top 10 brands on Facebook added 115 Million fans in 2010.

Facebook shoppers have 7%-10% larger shopping carts.

The Facebook Effect


Beyond FacebookSocial Shopping 2.0



QR Codes Hit the Big Time

1,200%Increase in QR code scans between

July

& December 2010

40%of Facebook and Twitter users scanned

QR codes 5x in past 12 months

Source: Mobio Identity Systems



Yelp Puts the Crowd (and their Smartphones) to Work

41 MILLIONmonthly visitors to Yelp

24%of all Yelp reviews are in the “shopping”

category

Source: Yelp



Location Sharing Gains Traction

26%have used a service that automatically

determines their location

10%use mobile location services at least

once a week

63%iPhone owners use location services at

least once a week

Source: Mobile Marketing Association



The Face of Gaming is Changing

60Msocial gamers in the United States

53%of social gamers are women

$200estimated annual spend per player

So

urce

: NP

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rou

p


Mobile AR Retail Apps Appear on the Scene

$0.00Real Estate

$0.00Labor

$0.00Utilities

Open a New Location?



While Social Shopping May Pose Threats…



…Social Shopping Also Represents Great Opportunity


Diary of A Social, Mobile,and Local Shopper

Evaluating Early Attempts to Capture the Opportunity

Patti Harney

RedPrairie Product Strategist

25 Years in Retail/Technology

Our “SoMoLo” Shopper…



Mobile Coupons at Target

• Register at Target.com to have mobile coupons sent via text

• Linked to a bar code coupon to scan at POS

Mobile Coupon:

Save on Avatar DVD, Video Games, Pet Food, &

more. Click Here:

http://target.mobi/c?p=DHKX9P5-DKS6B29-IPNT

U

Msg & data rates apply

Cashier & others were unfamiliar with the program; the coupon did not scan

• They followed cashier instructions on her

phone to complete the sale

Patti tried again two weeks later,

and all worked as advertised, and

she made another purchase.

RESULT

http://xxxxxxx.mobi/c?p=DHKX9P5-DKS6B29-IPNTU

http://xxxxxxx.mobi/c?p=DHKX9P5-DKS6B29-IPNTU



Special Social Offers from a Local Business

• Offered incentives to refer your friends• $10 for a referred 1st time buy• $10 for 3 referrals on a single offer

• Easily post offer to social sites

After Patti posted the offer on FB, she received a $20 reward for two

referrals!

RESULT



The Gap and Foursquare

• Checked in via Foursquare• Was notified of a “Special Here”

• Offered 30% off one item

She made a purchase when

she hadn’t even planned

on entering the store!

RESULT



Micro-Local (Inside Macy’s) with Shopkick

• Checked in via Shopkick app• Offered Friends & Family 25% off

• Showed cashier her phone offer and mentioned Friends & Family Discount

She did some buying!

RESULT



Combining LBS and Social Networks at American Eagle

• Multiple ways to motivate people to shop in store• Foursquare – offers upon check-in• Shopkick – different offer upon check-in• Facebook – special deal upon check-in

Patti and her niece went shopping

and took advantage of all three offers!

RESULT



Beware of the “Specials Nearby”



Facebook Pays Off for a Local Bakery

• Checked into Facebook • Posted her thoughts that she ‘Likes’• Friends read & commented

The bakery got publicity and Patti received a thank you in FB with

2 free cupcakes!

RESULT


Product Placement: More than Fun and Games

Game rewards offered for product placement on farms:

> Stouffer’s > McDonald’s > Farmer’s Insurance > Amex Centurion Statue

Patti placed the promo items on

her farm and gladly

collected her FV rewards!

RESULT



QR Codes at Best Buy Enhance Store Shopping

• QR codes displayed on shelves• Scanned codes and displayed useful

product & purchasing information• Availability > Specs > Reviews


Six Steps to Leveraging the Crowd to Drive Engagement and Revenue…

Social Shopping 3.0



1. BRING YOUR PRODUCTS TO SOCIAL SITES


1,000 Transactions

Every Day



2. NURTURE THE CHANNEL AS A DESTINATION



3. MAKE IT EASY FOR FRIENDS TO SHOP TOGETHER



4. CREATE YOUR OWNPOWER INFLUENCERS



5. LEVERAGE LOCATION SHARING


Whenever a player is near an H&M location, virtual

goods from the new Blues collection will appear in the

game


Players can review the product details of the items,

and if they check in an item, they earn game bonus

points.


Players also receive discounts and promotions for real

goods available in nearby stores, and points for

scanning in-store product bar codes.


Whenever a player is near an H&M location, virtual

goods from the new Blues collection will appear in the

game

Players can review the product details of the items,

and if they check in an item, they earn game bonus

points.

Players also receive discounts and promotions for real

goods available in nearby stores, and points for

scanning in-store product bar codes.

-10.6M Branded Impressions

-700,000 Online Check-ins

-350,000 In-store Check-ins



6. BRING SOCIAL GRAPHS TO YOUR PRODUCTS


Getting Started

Where to Begin?


Getting Started

1. You simply have to be there. Everybody else is (or soon will be). And your customers expect it.

2. Communicate the programs clearly.To customers and employees. Then build in back-up plans.

3. Design programs that deliver value.Shoppers will engage, but you must reward them with content that helps them shop (and helps you close the sale).

4. Evaluate QR Codes: they can be valuable tools.They make it easy to deliver “conversion content” to the phone.

5. Monitor, monitor, monitor!Customers expect fast responses. Don’t disappoint them.

6. Have tolerance for trial and error.Not everything will work the first time. Count on it.

7. Evaluate Your Platform.Is it agile? Will it extend as new channels emerge?


Blue Martini Commerce Platform

Blue Martini Order Processor

Warehouses Suppliers & 3PL Stores

Partners and

Affiliates

Integrated

Systems/Services

Call Center

m-Commerce

Pocket Kiosk

Social Shopping

Tweet Desk

Store Kiosk

Digital Signage

Clienteling

Store PortalBrand_A.com

Brand_B.com

B2B.com

Customer

CONNECTED EVERYWHEREADAPTIVE

··

Catalog & Content Pricing & Promotions

Orders Inventory

All-Channel Commerce

Payment Processing

Tax

Address Validation

Fraud Check

WMS

Merchandising

Gift Registry


THANK YOU!

[email protected]

Social Shopping 3.0: Beyond the Like Button

Technology

Transcript of Social Shopping 3.0: Beyond the Like Button