Social Ecommerce

2009 Planning Guide

8/5/2008 Optaros confidential. All rights reserved. 2

Nearly all of our retail clients are asking us the following question:

“We’ve done product ratings and reviews, what social shopping features should we implement in 2009?”

Step 1: Determine which key metric you want to improve

Step 2: Review the options against adoption

Step 3: Rank order the options that impact your metric

Social Ecommerce

2009 Planning Guide | Overview

8/5/2008 Optaros confidential. All rights reserved. 3

Measure the key ROI metrics, which are often:

• Traffic

• Conversion

• Average order size

• Shopping cart Abandonment

… and additional metrics may include:

• Loyalty (return visitors)

• Brand awareness

• Reduce customer service calls & product returns

Establish a formal ROI model based on actual site

analytics and performance

Establish a multivariate (A/B testing) strategy to

measure new features

Social Ecommerce

Step 1 | Determine Key Metric to Improve

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Industry Adoption

Dif

fere

nti

ati

on

BaselineFeatures most have already implemented

StrategicFeatures that will be commonplace

over the next 12 months

VisionaryConcepts to be

aware of or experiment with

High Low

Hig

hLo

w

Social Ecommerce

Step 2 | Review Options Against Adoption

The next 4 pages

show specific

features for each of

the 3 phases of

adoption

Each feature lists the

key metric it impacts

and links to real

world examples

Go through the

gallery and select

candidates that

impact the metric(s)

you have chosen.

8/5/2008 Optaros confidential. All rights reserved. 5

Drop-down cartOrder sizeRue La La

Quick-pick modalsConversion, order sizeRue La La, Endless.com

Guided searchConversionSwimsuits at Lands' End

Ratings and reviewsConversion, returnsMany sites

Single page checkoutAbandonmentRue La La

Navigate by personaConversionTarget Gift Finder

Real-time inventoryAbandonmentRue La La

RecommendationsConversionMany sites

Social Ecommerce

Step 2 | Baseline Options

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Merchant blogsTrafficmydeco

Product configurationConversionOneida, Reebok, Blue Nile, Martin+Osa, Timberland

Visualized searchConversionBEDAT & Co

Alternative reviewsConversion, returnsShoeline.com

Multimedia Conversion, order sizeIKEA Bedroom, Madewell, Gap, ASOS, Martin+Osa

Micro-sitesTraffic

Netshops.com, azjeans.com

On-line print catalogConversionBloomingdales Catalog

Abandoned cart emailAbandonment

Social Ecommerce

Step 2 | Strategic Options

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Deal-of-the-dayTrafficSteep and Cheap, Woot

Private event retail TrafficRue La La

Shop by preference ConversionStyleFeeder.com, mydeco

Pop cultureConversionCeleb Style, Alternative Celebrity

Virtual shoppingConversionLowes gardening shop, Kinset

VisualizationConversionZoomii.com, PicLens, Borders magic shelf, RIMOWA

Social configurationConversionThreadless T-ShirtsDK Travel, mydeco

Mobile shoppingTrafficAmazon’s iPhone WebsiteeBay’s iPhone application

Social Ecommerce

Step 2 | Visionary Options

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Retailer community TrafficTJ Maxx Community

Shop togetherConversionNetShops

Focused communitiesTrafficStylehive

Pull in social graphConversionFans

Social widgetsTrafficLemonade, Cartfly

General communitiesTrafficKaboodle, ThisNext

Virtual social shoppingTrafficSears

Social Ecommerce

Step 2 | Visionary Social Shopping

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For example, if you chose Conversion as your key metric, your

options are the following:

• Baseline: Ratings & reviews, Quick-pick modals, Guided search,

Recommendations, Persona navigation

• Strategic: Online print catalog, Visualized search, Multimedia, Alternative

reviews, Product configuration

• Visionary: Shop by preference, Pop culture, Visualization, Virtual

shopping, Social configuration

Select the ones appropriate for your business, rank order

from Baseline to Visionary, and estimate the impact on

conversion rate of each one.

Your top 3 should be the ones most adopted that show the

greatest potential benefit to your business

Social Ecommerce

Step 3 | Rank Order Options

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Read a blog

• Product Configuration

• New Retail Concept

• Ecommerce Strategy – 4 Myths

• Ecommerce Blogs

Contact our Ecommerce Director with

questions

Social Ecommerce

2009 Planning | How to Learn More