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Social Shopping 3.0
s-Commerce Beyond the “Like” Button
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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”
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The Crowd Has Spoken
Social Shopping 1.0
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Huge Social Networks Forever Changed Online Behaviors
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User Reviews Took Hold
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The Lure of the Crowd Sent Deep Daily Discounts Viral
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The Lure of the Crowd Sent Deep Daily Discounts Viral
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The “Like” Button Became Ubiquitous
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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
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Beyond FacebookSocial Shopping 2.0
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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
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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
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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
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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
D G
rou
p
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Mobile AR Retail Apps Appear on the Scene
$0.00Real Estate
$0.00Labor
$0.00Utilities
Open a New Location?
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While Social Shopping May Pose Threats…
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…Social Shopping Also Represents Great Opportunity
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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…
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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
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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
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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
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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
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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
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Beware of the “Specials Nearby”
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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
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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
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QR Codes at Best Buy Enhance Store Shopping
• QR codes displayed on shelves• Scanned codes and displayed useful
product & purchasing information• Availability > Specs > Reviews
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Six Steps to Leveraging the Crowd to Drive Engagement and Revenue…
Social Shopping 3.0
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1. BRING YOUR PRODUCTS TO SOCIAL SITES
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1,000 Transactions
Every Day
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2. NURTURE THE CHANNEL AS A DESTINATION
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3. MAKE IT EASY FOR FRIENDS TO SHOP TOGETHER
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4. CREATE YOUR OWNPOWER INFLUENCERS
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5. LEVERAGE LOCATION SHARING
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Whenever a player is near an H&M location, virtual
goods from the new Blues collection will appear in the
game
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Players can review the product details of the items,
and if they check in an item, they earn game bonus
points.
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Players also receive discounts and promotions for real
goods available in nearby stores, and points for
scanning in-store product bar codes.
Confidential ©2011 RedPrairie Corporation. All rights reserved.
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
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6. BRING SOCIAL GRAPHS TO YOUR PRODUCTS
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Getting Started
Where to Begin?
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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?
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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