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Text of From In-Store to Online: Mastering Social Media for the Holiday Season

PowerPoint Presentation

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

#SeasonalSocialJoin the conversation:Conversocial built specifically for social customer service

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Win a $50 gift card from JackThreadsTweet about the event using #SeasonalSocial for a chance to win a $50 JackThreads gift card

Conversocial built specifically for social customer serviceHOLIDAY 2013: RETAIL OVERVIEWOctober 2013Rachel Arthur, global senior editor

Thanks for coming

I am WGSN is big part of what we do is RETAIL STRATEGY, from in-store tech to customer service and obviously social media, which is what were focused on today

Here to talk about Mastering Social Media for the Holiday Season. Going to start by setting the scene a little bit in terms of whats ahead for 2013

3

GET READY#SeasonalSocialBut first, this is a campaign from Warehouse in the UK to get everyone into the spirit but also a nice little reminder of consumer expectations around holiday faster, better, cheaper than ever before

Holiday sales can represent up to 40% of retailers annual sales, so getting it right is paramount.

4

TOTAL SALES: +3.9% $602.1bn

ONLINE SALES: +13%-15% $82bn2013 HOLIDAY FORECAST Source: National Retail Federation#SeasonalSocialThis just out from NRF

Retail sales in the months of November and December are expected to increase 3.9% to $602.1 billion across the US thats compared to 3.5% growth in 2012, and an average from the past 10 years of 3.3%.

Meanwhile, online sales are expected to increase by between 13 and 15% to $82bn. Emarketer is predicting a 15.1% increase

5THE IMPORTANCE OF MOBILE

MOBILE SALES (2012): 16% OF SALES +63% GROWTH

STRATEGY: MOBILE OPTIMIZATION RESPONSIVE DESIGN SHOWROOMING?

Source: IBM#SeasonalSocialWithin sales, mobile is proving one of the most significant growth areas.

On Black Friday last year, 24% of site traffic came from a mobile device, up from 14.3% in 2011. Sales then exceeded 16%, a 63% increase on the year before.

Even more growth is expected for 2013 This is also the case year round. Brands like Tory Burch say they now see 44% of site traffic coming from mobile, and 28% of total sales that was 2012.

With that in mind, mobile strategy as part of a broader omnichannel one is of course paramount for retailers today. According to the NRF, over half of retailers say a mobile-optimized website is one of their most important investments this year. Last weeks Shop.org conference also focused heavily on the role responsive design plays in making this possible.

Consumers have become device agnostic. Last year they shopped in store, online and on mobile devices simultaneously to get the best bargains. Showrooming will be a familiar phrase to many of you especially at this time of year. But theres an argument there, that if everyone is competing on price, one of the differentiators especially around holiday becomes service

6SERVICE DIFFERENTIATOR

86% OF SHOPPERS WILL PAY MORE FOR A BETTER CUSTOMER EXPERIENCE

37% PREFER CUSTOMER SERVICE OVER SOCIAL MEDIA THAN THE PHONE

IN 2012, 65% USED SOCIAL MEDIA TO FIND THE PERFECT GIFT Sources: Oracle / Nielsen / Crowdtap#SeasonalSocialWithin service, social is without a doubt one of the fastest growing resources for retailers. And within social, customer service through direct engagement on channels like Facebook and Twitter is an increasingly powerful way to influence shoppers.

Statistics show us: 86% of them will pay more for a better customer experience And 37% of them now prefer customer service through social media rather than by telephone Furthermore, in 2012 65% of them said they used social media to help them find the perfect gift. Their top platforms were, Facebook, Pinterest, twitter, and then blogs and Instagram (in that order), which corresponds with how retailers are investing for this season.

7

NOW IS THE TIME TO START49% OF RETAILERS WILL LAUNCH THEIR HOLIDAY CAMPAIGNS BEFORE HALLOWEEN IN 2013

HERES WHY: 43% OF CONSUMERS STARTED THEIR SHOPPING AROUND HALLOWEEN IN 2012

Sources: Experian / MDG Advertising#SeasonalSocialImportantly and no doubt the reason that youre all here theyre starting it now.

The season begins earlier every year, for 2013, its kickstarting at Halloween. As youll have probably noticed, lots has started already, including news on layaway deals, free shipping and more.

8

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

AgendaSocial Customer Service for the Holiday Season Joshua March, Conversocial Retailer Experience: JackThreadsRetailer Experience: Bergdorf GoodmanCustomer Service Best Practices from STELLA ServicePanel and Q&A Please hold all questions until this timeWiFi W MeetingRoomPasscode WUS01#SeasonalSocialSo on that note, we want to spend the rest of this event looking at how best to use social media around all of that to interact, engage and influence the consumer ever more this holiday season. Weve got a great line-up of speakers organised who will share what challenges retailers faced last year, and how they are preparing for 2013.

To begin, I want to introduce Josh who is the founder and CEO of Conversocial, and the co-host of todays event. Conversocial is the leading provider of social customer service software, which works with many retailers like Coach, Ben Sherman, American Greetings, No More Rack, JackThreads, Winn-Dixie etc (as well as Tesco, M&S, Debenhams etc in UK), and other major brands like Hertz, GoDaddy and Barclaycard--Previously Joshua co-founded iPlatform,one of the world's first official Facebook Preferred Developer Consultants----A distinguished speaker and commentator on customer service and social media,Joshhas appeared on BBC, Bloomberg, and CNBC, andwas named one of 2012s Top 10 Hottest Digital Marketers by iMedia Connection.

Joshua March, Founder & [email protected]

Preparing Social Customer Service For The Holiday Period

#SeasonalSocial

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Conversocial built specifically for social customer service150+ major brand customers in more than 20 countries 500m+ fans and followers served by our customers300,000+ responses made every month through Conversocial

The leader in powering social customer serviceFeatured in

#SeasonalSocial

150+ global customers

#SeasonalSocialSocial media is now a mainstream support channel with real business impact- 88% of consumers less likely to buy after seeing unanswered questions.- customers experiencing positive social care are 4x more likely to endorse you

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

PollConversocial built specifically for social customer service

How many times has your brand experienced a social media outcry or crisis?

Consumers who will be less likely to buy from you after seeing unanswered questions on your social channels

Why social customer service is business critical88%#SeasonalSocialSocial media is now a mainstream support channel with real business impact- 88% of consumers less likely to buy after seeing unanswered questions.- customers experiencing positive social care are 4x more likely to endorse you

In-channel resolution key to the customer experience

#SeasonalSocialHow people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)

Show image of cover?

Deflection report

98%of consumers given an email or phone number hadnt asked for it

#SeasonalSocialConversocial built specifically for social customer service

Show image of cover?

Deflection report

Conversations that went silent after redirection83%

76%#SeasonalSocialConversocial built specifically for social customer service

Show image of cover?

Deflection report

83%Customers who responded saying theyd already tried the traditional channel

19%#SeasonalSocialConversocial built specifically for social customer service

1.72%The best retailers deflected under 5% of queries

3.63%

#SeasonalSocialHow people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)Analyzed 200,000+ @mentions received by 10 major retails in 2012 holiday period

In-depth analysis to understand exact issues retailers faced at different times

New research: what to expect in the holiday period

#SeasonalSocialvs. October Average surge in volume over holiday period

#SeasonalSocial123% How people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)#SeasonalSocialThanksgivingCyber MondayChristmasNew YearHow people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)Top 3 topics:1. Customer Dissatisfaction2. Customer Satisfaction 3. Sales, Events & PromotionsWhat were customers tweeting about?

#SeasonalSocialHow people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc): Get it right and your customers will share it

#SeasonalSocial

@mikewhitmore: 100k followersHow people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)Product availability caused biggest negative surges

#SeasonalSocialHow people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)Post-Christmas Surge

#SeasonalSocial

How people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc): Largest surge of positive mentions on a single day

#SeasonalSocialHow people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)2,772 tweets in one day 26x average daily volumeInteractive Twitter conversation with gift card reward

#SeasonalSocialHow people communicate is changing - Moving faster than ever before, changing platforms and methods (away from email / company controlled -> public, social, mobile etc)Summary

Be prepared for more than double normal volumeBiggest surge will be for the 7 days following Cyber MondayProduct availability issues could cause biggest unexpected surgeNegative offline service issues will get shared on social#SeasonalSocialSummary

#SeasonalSocialGet it right and youll generate a large amount of positive engagement

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Poll

How prepared is your organization for social service over the holiday period?

Thank you

Full report will be emailed to all attendees

For more research see:www.conversocial.com

Service With Style for the HolidaysService with StyleDavid Tull Customer Engagment [email protected] JackThreads Bolsters its Brand by Delighting its Customers

Who We Are

What We DoOf sales now come from mobile units366%50%10%Growth in new members year-over-yearOf total CS Volume is social media interactions

Holiday PrepBrand Voice

Knowing Who We AreKnowing What We WantProviding actionable direction on how to play the part.

Holiday Prep

Holiday PrepListen to Customers

CSATSocial sentimentKnow what we want to knowHelp our agents deliver the voice of the customer

Holiday Prep

Holiday PrepYour demographic might shift

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Jordy LeiserCEO and Co-Founder STELLA [email protected]

Conversocial built specifically for social customer service

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Conversocial built specifically for social customer service

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Conversocial built specifically for social customer service

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Conversocial built specifically for social customer service

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

Rachel ArthurGlobal senior editor, digital media & marketing, [email protected]_arthurJoshua MarchCEO and Co-Founder, [email protected]_marchJordy LeiserCEO and Co-Founder, STELLA [email protected]

Cannon HodgeSocial Media Manager, Bergdorf [email protected] TullCustomer Engagement Manager, [email protected]

Conversocial built specifically for social customer serviceChart1

Sheet1Barney's NY11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction21811220101713167171421091Customer Satisfaction175210202717102710179710184Customer Service1225312124152000General Mention391812101310102562560Holiday974921218895553614In-Store Experience1515361014151111711153668Online Experience & Delivery79391457872386700Pricing1000000000000000Product Availability41107112211310000Sales, Events & Promotions6338199633764206846100Services & Facilities1100000000000000JC Penney11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction342631486747614960625144104124Customer Satisfaction57288192182116102681725115Customer Service63345272527212830171623471211General Mention131113161461524111010106510Holiday3824511813131317199141284In-Store Experience7318488821149112696798727251Online Experience & Delivery241661311127161813971353Pricing2426143515320000Product Availability2211112000000000Sales, Events & Promotions783031610510151497131362Services & Facilities1111110000000000Kohl's11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction621241029241912121514127895Customer Satisfaction6412414151513108101214710135Customer Service26928711810888113376General Mention6121013162462351130Holiday21610936209162165132784850385033323123In-Store Experience22426323247251578Online Experience & Delivery601671711118159125837127Pricing1123312210000000Product Availability2534522111100000Sales, Events & Promotions38341076748887283336321742Services & Facilities0000000000000000Macy's11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction452295134136143164831519272515128335224Customer Satisfaction1576215624455686328392287164526721554229Customer Service56447985710563373General Mention16131441243213000Holiday555110043648542283029312613221911In-Store Experience3112221411120000Online Experience & Delivery201931234819161616181113813165Pricing6818929135811101181221282Product Availability4244262241112100Sales, Events & Promotions11918014713515353142839058455822323421Services & Facilities2122122141110000Nordstrom11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction811515112111221116171228178Customer Satisfaction39551255907566794935486123516320Customer Service1932747396549312133273613385715General Mention119181016810107671461210Holiday1175121015157712151185149In-Store Experience3033850397240455536294016464511Online Experience & Delivery1197371922211315101911812189Pricing1111000000000000Product Availability2212210000000000Sales, Events & Promotions24321328384133324634363215663814Services & Facilities15279572185412500Sak's11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction231059331691319612631194Customer Satisfaction551773959401942312924126341716Customer Service2619120282215231913181221293General Mention3193142154100000Holiday161031415278141915762843In-Store Experience16327628441031110Online Experience & Delivery2213532143722420Pricing1231315200000000Product Availability5124726111000000Sales, Events & Promotions1518242112101341611345420Services & Facilities2000000000000000Sears11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction25271924293640294127202359153Customer Satisfaction10719631417149824141972876Customer Service55471670639912287157121921218514824129General Mention162197151420216011163191022194147Holiday180502329253162161321514175249In-Store Experience1311221112100000Online Experience & Delivery1212212110000000Pricing4335268443565000Product Availability1242221812154661027122843152Sales, Events & Promotions55161721612506977271324Services & Facilities171329193040244428132421935100Target11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction9310146485676109758159556817595327Customer Satisfaction909619861171401631141601111069132753934Customer Service374785947556667374054541338359General Mention2216263223211300Holiday121100499312310118711916515716612150696037In-Store Experience38311929263947333743332811272316Online Experience & Delivery52572053486173575941575118503521Pricing3331733261914261455350311217165Product Availability232142416353323345014746271313226Sales, Events & Promotions33935213621320740439628248033127721212022914794Services & Facilities1112100000000000Urban Outfitters11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction17124131421712311611184988Customer Satisfaction68601857548274967698787658636624Customer Service13246261623203627192223811159General Mention1162799131210197168344Holiday212882316221540203736161315148In-Store Experience91211196111514141483986Online Experience & Delivery24401936305343594144373730324127Pricing1213628317192215400Product Availability12366117211711260Sales, Events & Promotions151611291281871413126944Services & Facilities1132131112100000Walmart11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction862993648521668618398511339315532439189213303146Customer Satisfaction981197481948868787883929741435346Customer Service19291330162423303424303512182119General Mention27372826414335283518366423101913Holiday17515015313725411589116747316024513515519257In-Store Experience15394316111015121891520941212Online Experience & Delivery791327255765550333027545221434633Pricing3941455852100000Product Availability10142810444953114232Sales, Events & Promotions3293482082003081551221091161432082888812113150Services & Facilities321123421213000011/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Online Experience & Delivery28030216724826424222921920017020218997171175105TOTAL 11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction159714958699361070103375488770259578068726736448723012,753Customer Satisfaction752103271280910521124142968153448045645119935432918910,583Customer Service264249642962513363343183422892733261452784041044,273In-Store Experience1561448121219623125521827121618520871100107622,713Online Experience & Delivery280302167248264242229219200170202189971711751053,260Product Availability1777232786268817604951698351231856102,271Sales, Events & Promotions1018102956271184678984559387066063868626348037819110,55911/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Satisfaction752103271280910521124142968153448045645119935432918912/25/1212/26/1212/27/121/1/13Customer Dissatisfaction267364487230Customer Satisfaction199354329189Customer Service145278404104In-Store Experience7110010762Online Experience & Delivery97171175105Product Availability23185610Sales, Events & Promotions263480378191

Sheet2OCTOBER AVERAGEHOLIDAY PERIOD TOTALBarneysBarneys (holiday period)Total: 1,626Total: 3,09052.4563.06120%JC PenneyJC Penney (holiday period)Total: 1,191Total: 12,96138.42264.51688%KohlsKohls (holiday period)Total: 6,427Total: 8,741207.32178.3986%MacysMacys (holiday period)Total: 25,473Total: 6,001193.58519.86269%NordstromNordstrom (holiday period)Total: 4,366Total: 7,340140.84149.79106%SaksSaks (holiday period)Total: 3,288Total: 2,591106.0652.8850%SearsSears (holiday period)Total: 3,231Total: 13,647104.23278.51267%

TargetTarget (holiday period)Total: 24,463Total: 33,215789.13677.8686%Urban OutfittersUrban Outfitters (holiday period)Total: 4,941Total: 7,032159.39677.86425%WalmartWalmart (holiday period)Total: 22,006Total: 44,668709.87911.6128%223%

Sheet1 (2)Barney's NY11/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/13Customer Dissatisfaction21811220101713167171421091Customer Satisfaction175210202717102710179710184Customer Service1225312124152000General Mention391812101310102562560Holiday974921218895553614In-Store Experience1515361014151111711153668Online Experience & Delivery79391457872386700Pricing1000000000000000Product Availability41107112211310000Sales, Events & Promotions6338199633764206846100Services & Facilities1100000000000000Customer Dissatisfaction342631486747614960625144104124Customer Satisfaction57288192182116102681725115Customer Service63345272527212830171623471211General Mention131113161461524111010106510Holiday3824511813131317199141284In-Store Experience7318488821149112696798727251Online Experience & Delivery241661311127161813971353Pricing2426143515320000Product Availability2211112000000000Sales, Events & Promotions783031610510151497131362Services & Facilities1111110000000000Customer Dissatisfaction621241029241912121514127895Customer Satisfaction6412414151513108101214710135Customer Service26928711810888113376General Mention6121013162462351130Holiday21610936209162165132784850385033323123In-Store Experience22426323247251578Online Experience & Delivery601671711118159125837127Pricing1123312210000000Product Availability2534522111100000Sales, Events & Promotions38341076748887283336321742Services & Facilities0000000000000000Customer Dissatisfaction452295134136143164831519272515128335224Customer Satisfaction1576215624455686328392287164526721554229Customer Service56447985710563373General Mention16131441243213000Holiday555110043648542283029312613221911In-Store Experience3112221411120000Online Experience & Delivery201931234819161616181113813165Pricing6818929135811101181221282Product Availability4244262241112100Sales, Events & Promotions11918014713515353142839058455822323421Services & Facilities2122122141110000Customer Dissatisfaction811515112111221116171228178Customer Satisfaction39551255907566794935486123516320Customer Service1932747396549312133273613385715General Mention119181016810107671461210Holiday1175121015157712151185149In-Store Experience3033850397240455536294016464511Online Experience & Delivery1197371922211315101911812189Pricing1111000000000000Product Availability2212210000000000Sales, Events & Promotions24321328384133324634363215663814Services & Facilities15279572185412500Customer Dissatisfaction231059331691319612631194Customer Satisfaction551773959401942312924126341716Customer Service2619120282215231913181221293General Mention3193142154100000Holiday161031415278141915762843In-Store Experience16327628441031110Online Experience & Delivery2213532143722420Pricing1231315200000000Product Availability5124726111000000Sales, Events & Promotions1518242112101341611345420Services & Facilities2000000000000000Customer Dissatisfaction25271924293640294127202359153Customer Satisfaction10719631417149824141972876Customer Service55471670639912287157121921218514824129General Mention162197151420216011163191022194147Holiday180502329253162161321514175249In-Store Experience1311221112100000Online Experience & Delivery1212212110000000Pricing4335268443565000Product Availability1242221812154661027122843152Sales, Events & Promotions55161721612506977271324Services & Facilities171329193040244428132421935100Customer Dissatisfaction9310146485676109758159556817595327Customer Satisfaction909619861171401631141601111069132753934Customer Service374785947556667374054541338359General Mention2216263223211300Holiday121100499312310118711916515716612150696037In-Store Experience38311929263947333743332811272316Online Experience & Delivery52572053486173575941575118503521Pricing3331733261914261455350311217165Product Availability232142416353323345014746271313226Sales, Events & Promotions33935213621320740439628248033127721212022914794Services & Facilities1112100000000000Customer Dissatisfaction17124131421712311611184988Customer Satisfaction68601857548274967698787658636624Customer Service13246261623203627192223811159General Mention1162799131210197168344Holiday212882316221540203736161315148In-Store Experience91211196111514141483986Online Experience & Delivery24401936305343594144373730324127Pricing1213628317192215400Product Availability12366117211711260Sales, Events & Promotions151611291281871413126944Services & Facilities1132131112100000Customer Dissatisfaction862993648521668618398511339315532439189213303146Customer Satisfaction981197481948868787883929741435346Customer Service19291330162423303424303512182119General Mention27372826414335283518366423101913Holiday17515015313725411589116747316024513515519257In-Store Experience15394316111015121891520941212Online Experience & Delivery791327255765550333027545221434633Pricing3941455852100000Product Availability10142810444953114232Sales, Events & Promotions3293482082003081551221091161432082888812113150Services & Facilities3211234212130000541850573035406546614649818936244428317732803300145021912376109711/20/1211/21/1211/22/1211/27/1211/28/1211/29/1212/4/1212/5/1212/11/1212/12/1212/18/1212/19/1212/25/1212/26/1212/27/121/1/135418505730354065466146498189362444283177328033001450219123761097