Social Media Marketing & Retail
At Tag’by we developed a social marketing platform for physical places with focus on retailers
Retail = only brick and mortarSocial network = mainly Facebook
Hi, I’m Joel Bloch, CEO of Tag’by
A NEW AREA
With Social networks online stores have taken an other unfair advantagethey can address and recruit customers’ friends to their online store through
asimple « share button »…
For years Online stores Online stores tried to copy real storesreal stores
•Basket•Cashier•Sales person•Product trial
Time has come for brick and mortar stores to catch up with catch up with onlineonline
THE CURRENT SITUATION
-10%
-60%
-50%
-30%
-50% -20%-40%
I GOT THE INFO
I’LL PROBABLY
GO
-50% -10%
Shop
You push your online fans to your store...
...with coupons, deals.
HOW MANY FANS......TO GET 1 CUSTOMER ?
Current Social Marketing is Not really adapted
A PARADOX
Retailers hunt for fans whereas they are in their stores PHYSICAL VISITORS ARE THE REAL FANS
• They are willing to share their enjoyment with their friends
• They are under the charm of your sales persons,
decorations, music, atmosphere, surrounded by your products
• They give all their attention, they are in your world (online you are in their world)
HOW TO LEVERAGE PHYSICAL FANS?
Turn them into Brand Brand AmbassadorAmbassador
Recruit fans in storein store +1
Retailers’ challenge
Signage in Store
• Social network STICKER on the window
• QR code to simplify
• Special offer to “like”
1
New Fans from the storeNew Fans from the store but Marketing stays online stays online
You get :
Recruit Fans
One shot to communicate on Visitor’s wall
Make the show2
Valuable posts on visitor’s wall to reach their friends visitor’s wall to reach their friends without any data collection
You get :
• Kellog’s Tweet Store: You pay your product by sending nice tweets
• Diesel product QR codes: You get discount when flash and publish product
“Buy” Customers’ Endorsement
Use Geo-location Service
The Checkin effect3
An external source of visitors coming with (or not) their An external source of visitors coming with (or not) their friendsfriends
You get :
•You recruit with attractive offer
•You count on the sharing feature
•You manage offers and results online
Build a Social Marketing Channel
Social animation in store4
You own fans database, you improve loyalty and leverage You own fans database, you improve loyalty and leverage friends' endorsement for recruitment friends' endorsement for recruitment
You get :
•Add a social spirit to the shopping experience
•Develop fun and enjoyment
•Integrate marketing into Photos and Message publications
YES...BUT HOW TO DO IT?
OPTION #1 :OPTION #1 : Use Smartphone connectionSmartphone connection that holds user Id user Id and get store messageget store message through a QR code QR code or an NFC tapNFC tap
Scan the QR code which host the message
The message is automatically published on your Timeline
2.
3.
OPTION #2 :OPTION #2 : Use In-store Screen connexionIn-store Screen connexion with brand message message and get user ID through an RFID card or any loyalty card
The message is displayed on the tablet or screen, connected with wifi or 3G
Swipe your RFID card with your Facebook ID
The message is automatically published on your Timeline
1.
2.
3.
Good and Bad for each option
Smartphone Smart screens
•A massive adoption but a majority of not connected consumers
•Lack of visibility of the message to appeal the user
•Application to download and accept first time
•New wave digital displays in retail to enhance shopper experience
•Need a physical support of user ID, loyalty card or mobile phone (NFC)
•Need to connect to Facebook first time
A NEW MARKETING AHEAD
BENEFITS
Shopper experienceenhancement
Loyalty program Social recruitment
•Customer’s social network available in the store
•Personalized offers even at first visit thanks to his Facebook profile
•Behavioral info
•Mixed with CRM
•Every social action better qualifies his profile
•Every post is an opportunity to reach customer’s friends
•Branded photos
•Social Wish list
PreparationCreativity
Thoughtthrough
mechanism
Storedesign
Brand impact
Cross channelcommunication
Salesorganization
Piloting phase KPI
A STRATEGIC MOVE
Fan Page publication
Sticker with incentivesin store
Make the show
Geo-location offers
Social MarketingChannel
Send coupons to fans to drive them to store
Quick fans recruitments
“Buy” Endorsement
Use the checkin Effect with valuable offers
A permanent Social animation in store
SUM UP
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