BlogWell Austin Social Media Case Study: REI, presented by Jordan Williams
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REI's Manager of Digital Engagement, Jordan Williams, shares how REI is using location-based check-ins to build relationships and drive sales.
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BlogWell Austin Social Media Case Study: REI, presented by Jordan Williams
- 2. Donations Instead of Deals A Facebook Places Check-in Deals Launch Story Blogwell Austin February 2, 2011
- 3. Context of geo-social at REI Lower frequency of visit Don’t play the coupon/offer game Haven’t seen critical mass w/ our customers
- 4. Facebook Launches Places Could this be the tipping point for check-ins? If a small % of users start checking-in?!
- 5. What could REI do? Design a promotion/test that is: Brand right Has multiple opportunities for success Does more of what we already do well
- 6. What could REI do? Social good for social behavior: donation vs. deal Design a promotion/test that is: Designed for multiple audiences: Customers Non-profit partners Employees Local giving / local partnerships
- 7. How did it work? 68 Non-profit partners selected $1 per check-in Kicked off November 5th
- 9. How did it turn out? (Part 1) Slow run rate leads to experimentation $10 per check-in Black Friday When in doubt… go all in!
- 10. What was challenging? Tying the timing of a national retail promotion to 3 rd party technology product launch Facebook mobile app updates UX of claiming deal Reporting Location spam
- 11. What was challenging? Low awareness of “checking-in” Early adopters already have a geo-social life Lots of early adopters on Android Privacy concerns amongst consumers Communications fatigue
- 12. How did it turn out? (Part 2) Incremental traffic during holiday shopping period We drove over 18,000 check-ins Drove awareness of our non-profit giving Drove internal awareness on the power of social Exponential reach through our non-profit partners
- 13. Bottom-line Privacy issues persist with consumers Hype outpacing reality (for now) Platform fragmentation makes tough to scale Brand right experiments make testing ok
- 14. Questions?
Editor's Notes
- Average customer comes to REI between 3 & 4 times a year Comparison since foursquare launched in March 2009: Seattle Flagship > 4,600 check-ins vs. 1.25 million annual visitors (.0018% of visitors checking-in via foursquare) Starbucks closest to Flagship > 3,100 check-ins (one of over 300 Starbucks in the Seattle area) Denver: 2332 checkins San Francisco: 1692 checkins Portland (Pearl District): 1040 checkins Chicago (Lincoln Park): 722 checkins Boston: 507 checkins
- Average customer comes to REI between 3 & 4 times a year Comparison since Foursquare launched in March 2009: Seattle Flagship > 4,600 Foursquare check-ins (vs. 1.25 million annual visitors) Starbucks closest to Flagship > 3,100 check-ins (one of over 300 Starbucks in the Seattle area) Denver: 2332 checkins San Francisco: 1692 checkins Boston: 507 checkins Chicago (Lincoln Park): 722 checkins Portland (Pearl District): 1040 checkins
- Average customer comes to REI between 3 & 4 times a year Comparison since Foursquare launched in March 2009: Seattle Flagship > 4,600 Foursquare check-ins (vs. 1.25 million annual visitors) Starbucks closest to Flagship > 3,100 check-ins (one of over 300 Starbucks in the Seattle area) Denver: 2332 checkins San Francisco: 1692 checkins Boston: 507 checkins Chicago (Lincoln Park): 722 checkins Portland (Pearl District): 1040 checkins
- Average customer comes to REI between 3 & 4 times a year Comparison since Foursquare launched in March 2009: Seattle Flagship > 4,600 Foursquare check-ins (vs. 1.25 million annual visitors) Starbucks closest to Flagship > 3,100 check-ins (one of over 300 Starbucks in the Seattle area) Denver: 2332 checkins San Francisco: 1692 checkins Boston: 507 checkins Chicago (Lincoln Park): 722 checkins Portland (Pearl District): 1040 checkins
- Actually check-ins: $1 original (Nov 5 – Nov 25): 657 $10 Black Friday/CyberMonday (Nov 25 – 29): 397 $1 Post-Thanksgiving (Nov 30 – Dec 13): 349 $50 Super Deal (Dec 13 – 20): 1231 Actually deals claimed: $1 original (Nov 5 – Nov 25): 657 $10 Black Friday/CyberMonday (Nov 25 – 29): 397 $1 Post-Thanksgiving (Nov 30 – Dec 13): 349 $50 Super Deal (Dec 13 – 20): 1231
- Launch was delayed a handful of times > tricky to line up training, in-store marketing, etc iPhone updated at launch of deals > Android wasn’t updated for a number of weeks Many steps to check-in and claim deal 3-day delay in reporting > only real-time will support scaling promotions which hit margin & inventory If customer didn’t see us in location list > they could create their own listing & check-in
- iPhone updated at launch of deals > Android wasn’t updated for a number of weeks
- Actually deals claimed: $1 original (Nov 5 – Nov 25): 657 $10 Black Friday/CyberMonday (Nov 25 – 29): 397 $1 Post-Thanksgiving (Nov 30 – Dec 13): 349 $50 Super Deal (Dec 13 – 20): 1231
- Actually deals claimed: $1 original (Nov 5 – Nov 25): 657 $10 Black Friday/CyberMonday (Nov 25 – 29): 397 $1 Post-Thanksgiving (Nov 30 – Dec 13): 349 $50 Super Deal (Dec 13 – 20): 1231