Social Shopping 3.0: Beyond the Like Button

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This document discusses the evolution of social shopping and its growing impact on consumer purchasing decisions. It outlines three phases of social shopping: 1) Social networks like Facebook facilitated user reviews and viral sharing of deals (Social Shopping 1.0). 2) Beyond Facebook, tools like QR codes, location sharing, and apps expanded social shopping's reach (Social Shopping 2.0). 3) Six steps are proposed to fully leverage social graphs, influencers, location data and other tools to drive engagement and sales (Social Shopping 3.0).

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Social Shopping 3.0: Beyond the Like Button

1. Social Shopping 3.0s-Commerce Beyond the “Like” Button

2. Consumers Have Jumped All Over The Social Shopping “Bandwagon”51% considered information shared on their networks when making a purchase decision--eMarketerThe average consumer mentions specific brands over 90 times per week-Keller Fay, WOMMA81% received advice from friends about a purchase through a social site --Click ZBy 2014, 53% of total retail sales will be affected by the Web--Forrester74% who received such advice found it to be influential in their decision --Click Z

3. The Crowd Has Spoken Social Shopping 1.0

4. Huge Social Networks Forever Changed Online Behaviors

5. User Reviews Took Hold

6. The Lure of the Crowd Sent Deep Daily Discounts Viral

7. The Lure of the Crowd Sent Deep Daily Discounts Viral

8. The “Like” Button Became Ubiquitous

9. 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

10. Social Shopping 2.0Beyond Facebook

11. 40%1,200%of Facebook and Twitter users scanned QR codes 5x in past 12 monthsIncrease in QR code scans between July & December 2010Source: Mobio Identity SystemsQR Codes Hit the Big Time

12. 24%41 MILLIONof all Yelp reviews are in the “shopping” categorymonthly visitors to YelpSource: YelpYelp Puts the Crowd (and their Smartphones) to Work

13. 26%10%63%have used a service that automatically determines their locationuse mobile location services at least once a weekiPhone owners use location services at least once a week Source: Mobile Marketing AssociationLocation Sharing Gains Traction

14. 60Msocial gamers in the United States53%of social gamers are women$200estimated annual spend per playerSource: NPD Group The Face of Gaming is Changing

15. Open a New Location?$0.00$0.00$0.00LaborReal EstateUtilitiesMobile AR Retail Apps Appear on the Scene

16. While Social Shopping May Pose Threats…

17. …Social Shopping Also Represents Great Opportunity

18. Our “SoMoLo” Shopper…Patti HarneyRedPrairie Product Strategist25 Years in Retail/TechnologyEvaluating Early Attempts to Capture the OpportunityDiary of A Social, Mobile,and Local Shopper

19. Register at Target.com to have mobile coupons sent via text

20. Linked to a bar code coupon to scan at POS Cashier & others were unfamiliar with the program; the coupon did not scanThey followed cashier instructions on her phone to complete the saleRESULTPatti tried again two weeks later, and all worked as advertised, and she made another purchase. Mobile Coupon: Save on Avatar DVD, Video Games, Pet Food, & more. Click Here: http://target.mobi/c?p=DHKX9P5-DKS6B29-IPNTUMsg & data rates applyMobile Coupons at Target

21. Offered incentives to refer your friends

22. $10 for a referred 1st time buy

23. $10 for 3 referrals on a single offer

24. Easily post offer to social sitesRESULTAfter Patti posted the offer on FB, she received a $20 reward for two referrals!Special Social Offers from a Local Business

25. Checked in via Foursquare

26. Was notified of a “Special Here”

27. Offered 30% off one itemRESULTShe made a purchase when she hadn’t even planned on entering the store!The Gap and Foursquare

28. Checked in via Shopkick app

29. Offered Friends & Family 25% off

30. Showed cashier her phone offer and mentioned Friends & Family DiscountRESULTShe did some buying!Micro-Local (Inside Macy’s) with Shopkick

31. Multiple ways to motivate people to shop in store

32. Foursquare – offers upon check-in

33. Shopkick – different offer upon check-in

34. Facebook – special deal upon check-inRESULTPatti and her niece went shoppingand took advantage of all three offers!Combining LBS and Social Networks at American Eagle

35. Beware of the “Specials Nearby”

36. Checked into Facebook

37. Posted her thoughts that she ‘Likes’

38. Friends read & commentedRESULTThe bakery got publicity and Patti received a thank you in FB with 2 free cupcakes!Facebook Pays Off for a Local Bakery

39. Game rewards offered for product placement on farms:Stouffer’s McDonald’s Farmer’s Insurance Amex Centurion StatueRESULTPatti placed the promo items onher farm and gladly collected her FV rewards!Product Placement: More than Fun and Games

40. QR codes displayed on shelves

41. Scanned codes and displayed useful product & purchasing information

42. Availability > Specs > ReviewsQR Codes at Best Buy Enhance Store Shopping

43. Social Shopping 3.0Six Steps to Leveraging the Crowd to Drive Engagement and Revenue…

44. 1. BRING YOUR PRODUCTS TO SOCIAL SITES

46. 1,000 TransactionsEvery Day

47. 2. NURTURE THE CHANNEL AS A DESTINATION

49. 3. MAKE IT EASY FOR FRIENDS TO SHOP TOGETHER

51. 4. CREATE YOUR OWNPOWER INFLUENCERS

55. 5. LEVERAGE LOCATION SHARING

57. Whenever a player is near an H&M location, virtual goods from the new Blues collection will appear in the game

58. Players can review the product details of the items, and if they check in an item, they earn game bonus points.

59. Players also receive discounts and promotions for real goods available in nearby stores, and points for scanning in-store product bar codes.

60. Players can review the product details of the items, and if they check in an item, they earn game bonus points.Whenever a player is near an H&M location, virtual goods from the new Blues collection will appear in the game -10.6M Branded Impressions-700,000 Online Check-ins-350,000 In-store Check-insPlayers also receive discounts and promotions for real goods available in nearby stores, and points for scanning in-store product bar codes.

61. 6. BRING SOCIAL GRAPHS TO YOUR PRODUCTS

63. Getting StartedWhere to Begin?

64. Getting StartedYou simply have to be there. Everybody else is (or soon will be). And your customers expect it.Communicate the programs clearly.To customers and employees. Then build in back-up plans.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).Evaluate QR Codes: they can be valuable tools.They make it easy to deliver “conversion content” to the phone.Monitor, monitor, monitor!Customers expect fast responses. Don’t disappoint them.Have tolerance for trial and error.Not everything will work the first time. Count on it.Evaluate Your Platform.Is it agile? Will it extend as new channels emerge?

65. All-Channel CommerceCall CenterClientelingStore PortalStore KioskDigital Signagem-Commerce Pocket KioskSocial ShoppingTweet DeskBrand_A.comBrand_B.comB2B.comPayment ProcessingTax Address ValidationFraud CheckWMSMerchandisingCustomerCatalog & ContentPricing & PromotionsOrdersInventoryGift RegistryIntegratedSystems/ServicesPartners andAffiliatesBlue Martini Commerce PlatformBlue Martini Order Processor·· CONNECTEDEVERYWHEREADAPTIVEWarehousesSuppliers & 3PLStores

66. [email protected] YOU!

Editor's Notes

Loss of Brand Control Negative Comments Greater Competition
Customer Insight Acquisition Engagement Trend Spotting

Social Shopping 3.0: Beyond the Like Button

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Editor's Notes