Shopping in Digital Age

Ashish Kumar

In digital age, Success of a brand is proportional to the popularity on social media.

• Future of Shopping

Product discovery -social to sales

CONSUMER DECISION JOURNEY

The Opportunity

Amazon & Best Buy Fans spent more than twice as

much as the average Internet user (both online and in-store).

Target fans also spent nearly twice as much, while Target friends of fans spent 50% more

Best Buy Friends of Fans spent 100% more than the average Internet user.

Starbucks saw a 38% lift in purchase incidence (in-store) as a result of earned exposures on Facebook

• A small number of active influencers accounted for a disproportionate share of total recommendations (exhibit). These power users are even more significant for product categories such as shoes and clothing: 5 percent of the recommenders accounted for 45 percent of the social influence generated

• Influencer scores: Klout or a robust model

• Learn about the type of people who talk about your brand

• Top Advocates

• Top Detractors

• The most influential social media sites for Fashion sales

USE CASE 2 :ENGAGE YOUR CUSTOMERS

AND CROWD-SOURCE YOUR

CONTENT

• We can crowd-source the content and allow online users/ store executives to play around with the product catalog and create product sets and let them publish it on social media.

• Helps build customer engagement, also enhances the visibility of product offerings by brand, through social media.

• The Customer publishes the set and shares it to the social media: Tweets the link, pins the set,Shares as post

• Sales executives create the product sets to help the customer s pick the best combination of products available.

If all of these social-media activities improve general service perceptions about the brand, that improvement should be reflected in

a higher volume of positive online posts.

If social sharing is effective, added clicks and traffic should result in higher search placements.

If both of these assumptions hold true, social-media activity should help drive sales—ideally, at a rate even higher than the company could achieve with its average gross rating point (GRP) of advertising

expenditures.

REFERENCES

• McKinsey Reports, articles and ebooks

• Harvard Business Review