Diary of a Social, Mobile Shopper Slide Deck

Diary of a Social,
Mobile, Local Shopper
Adventures from the Cutting Edge of All-Channel Commerce

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  Launched in 2007

  Over 20,000 subscribers

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Panelists

Moderator

Amanda Batista
Associate Editor
Retail TouchPoints

Dave Bruno Patti Harney
Director Strategic Messaging Product Strategist
RedPrairie RedPrairie

Diary of a Social, Mobile,
Local Shopper
Adventures from the Cutting Edge of All-Channel Commerce

Confidential ©2011 RedPrairie Corporation. All rights reserved.

RedPrairie Acquires Escalate
•  Bringing together solutions that integrate and optimize
the customer experience, from search to sale to delivery,
no matter when, where or how the customer chooses to
shop

7 Confidential ©2011 RedPrairie Corporation. All rights reserved.

Consumers Have Jumped All Over
The Social Shopping “Bandwagon”
The average consumer
mentions specific brands over
90 times per week 51% considered information shared
-Keller Fay, WOMMA
on their networks when making a
purchase decision
--eMarketer
81% received advice from
friends about a purchase
through a social site
--Click Z
By 2014, 53% of total retail
sales will be affected by the
Web
--Forrester
74% who received such
advice found it to be
influential in their decision
--Click Z


Huge Social Networks Have Forever
Changed Online Behaviors


Click to edit Master title style

User Reviews Take Hold



The Lure of the Crowd Sends Deep
Daily Discounts Viral



The “Like” Button Becomes Ubiquitous



The Crowd Has Spoken


The Facebook Effect
Over 350,000 sites have already installed Facebook’s like button.
ABC News traffic from Facebook rose 250% after Like button.
86% of United States online retailers have Facebook fan pages.
41% of people ‘like’ pages to show friends brands they support.
Facebook users spend over 700 Billion minutes per month there.
30 Billion pieces of content are shared on Facebook per month.
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 added 7.9 new accounts every second in 2010.
P&G: 1,000 transactions/hour on the Pampers’ Facebook page.
Facebook shoppers have 7%-10% larger shopping carts.


The Facebook Effect
Over 350,000 sites have already installed Facebook like button.
ABC News traffic from Facebook rose 250% after Like button.
86% of United States online retailers have Facebook fan pages.
41% of people ‘like’ pages to show friends brands they support.
Facebook users spend over 700 Billion minutes per month there.

Source: comScore 06/2010
30 Billion pieces of content are shared on Facebook per month.
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 added 7.9 new accounts every second in 2010.
P&G: 1,000 transactions/hour on the Pampers’ Facebook page.
Facebook shoppers have 7%-10% larger shopping carts.


More and More Retailers and Brands are
Jumping on Facebook


Beyond Facebook



of Facebook and
Increase in QR code Twitter users scanned
scans between July QR codes 5x in past 12
& December 2010 months

Source: Mobio Identity Systems

QR Codes Hit the Big Time


YouTube video views
per day, as of
May 2010

Source: Mashable

YouTube Explodes

monthly visitors to Yelp

of all Yelp reviews are
in the “shopping”
category

Source: Yelp

Yelp Puts the Crowd
(and their Smartphones) to Work

have used a service use mobile location
that automatically services at least once
determines their a week
location

iPhone owners use
location services at
least once a week

Location Sharing Gains Traction


social gamers in the
United States

of social gamers are
women

estimated annual
spend per player

The Face of Gaming is Changing


The Numbers Are Beginning to Add Up

53%
Tweeters recommend
23,000%
Monty Python DVD sales growth
companies/products after launching YouTube Click to Buy

$3.24B
Spent on virtual goods
18,000
Foursquare users checked
in Second Life in 2010 in at Target stores on Black Friday



While Social Shopping May Pose Threats…



…Social Shopping Also Represents
Great Opportunity

$
$ $
$
$

Early Retail Attempts to Monetize the Crowd

Diary of A Social, Mobile,
and Local Shopper


Introducing Our SoMoLo Shopper…

Patti Harney
RedPrairie Product Strategist
25 Years in Retail/Retail Technology

Patti’s Shopping Profile:
•  Avid shopper
•  Tech savvy
•  Always trying new channels, touch points, devices
•  Very comfortable with mobility


Limited-Time Offers and “Daily Deals”


12/31 Daily Deal: Save for
a Rainy Day: Women’s
Assorted Rain Boots,
$17, save 32%
http://bit.ly/a9e522
(Stop DD to end)
Msg & data rates apply

•  Signed up for daily text alerts
•  Deals available only online
•  Limited stock and buying quantities
•  Items may sell out - and often did
I •  Good always& free shipping text
didn’t savings purchase, but
messages were easy to limited stock
•  Expiration countdown & manage and
filter. Created a sense of urgency these.
•  I am continuing with

Daily Deals Text Messages


Mobile Coupon:
Save on Avatar DVD, Video
Games, Pet Food, & more.
Click Here:
http://target.mobi/c?
p=DHKX9P5-DKS6B29-
IPNTU
Msg & data rates apply

• Register for mobile coupons sent via text
•  Linked to a bar code coupon scan at POS

I• Cashier & others were unfamiliar; coupon did
tried again two weeks later, all worked
not scan
as advertised, and I made the purchase.
•  They followed cashier instructions on my phone to
I am continuing with these.
complete the sale

Mobile Coupons at Target


Sampling a Variety of Daily Deal e-Mails
•  Registered for daily deal
e-mails on multiple sites
>  Great discounts with limited
quantities sold per person
>  Some sites provide ability to
personalize offers for
notification
>  Expiration countdown & items
sold ticker created a sense of
urgency and need

I did make some purchases, but I found
the e-mails difficult to manage/filter



• Most offer incentives to refer your friends
I posted for a referred 1 time buy and received a
•  $10 st
the offer on FB,
•  $10 for 3 referrals on a single offer
$20 reward for two referrals!
• Easily post offer to social sites

Special Social Offers from a Local Business


Location-Based Services and Marketing


• Checked in via Foursquare
• Was notified of a “Special Here”
• Offered 30% off one Master title style
Click to edit item
I • Mentioned “Foursquare” to thehadn’t even
made a purchase when I cashier
planned on entering the store!
• Initially caught off-guard
• Provided discount after seeing my phone

The Gap and Foursquare



•  Checked in via Foursquare
• Alerted to a Foursquare “Special Here”
I didn’t feel urgency or of
•  Offer was a notice incentive to buy,
so I “End of Season Clearance” mall.
continued on down the
•  Not an offer unique to Foursquare

“Special Offers” at Express


•  Checked in via Shopkick app
Click to edit Master 25% off
•  Offered Friends & Family title style
•  Showed cashier my phone offer and
mentioned Friends &buying! Discount
I did some Family
•  Not available to all people in the store

Micro-Local (Inside Macy’s) with Shopkick


• Checked in via Shopkick app
• Provided with an offer to spend $100style
Click to edit Master title
and boughtcash card
I get $25 more than I planned
in• To get offer, I reachmy phonequalifier.
order to showed $100 to cashier
• Offer not available to all people in the store

More Shopkick at Sports Authority


•  Checked in via Shopkick
Click to editscan Master title style
•  Offers & “Scans” available
Find specific items,
• 
barcode to earn “bucks”
•  Bucks are redeemable for gift
cards, donations, FB credits
•  Offers were ads

I struggled to find the specific
items, and resulting points didn’t
motivate me to purchase.

Search & Scan with Shopkick at CVS

Click to edit via Shopkicktitle style
•  Checked in
Master
•  “Scans” available
•  Find specific items, scan
barcode to earn “bucks”
•  Bucks are redeemable for gift
cards, donations, FB credits

I struggled to find the specific items,
and picked up every item, but never
put one in my shopping cart.

Search & Scan with Shopkick in Grocery

• 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

My niece and I went shopping!

Combining LBS and Social Networks
at American Eagle


Beware of the “Specials Nearby”



Gowalla: Sharing Activities, Experiences, and More



•  Trips, spots, stamps, photos, highlights
•  Trips designed for different park experience
•  Over 100 virtual pins that visitors can
collect by checking into spots in the park
•  Enriched Disney brand experience
•  Ideal for the true Disney guest/collector

Fun & the Social Experience at Disneyland

Yelp and the Power of the Crowd



• Registered with Yelp
I • Checkedto & trusted reviews,
referred in everywhere
• Readthey influenced some
and Reviews & Quick Tips
• Left purchase decisions.
reviews for my visits

Yelp – The People Have Spoken

The Facebook Entry



• Checked into Facebook
• Posted my thoughts on a localand I received a
The bakery got publicity bakery that I ‘Like’
• Friends read &in FB with 2 free cupcakes!
thank you commented

Facebook Pays Off for a Local Bakery


The Games People Play


Gaming – Bringing Reality into the Virtual World

•  Within games, companies
are invading the virtual
worlds
•  Offering game rewards for
specific gamer actions
>  Stouffer’s I placed the promo items on
>  McDonald’s my farm and gladly
collected my FV rewards!
>  Farmer’s Insurance
>  Amex Centurion Statue
>  Megamind Movie Promo


Ad Sponsor Reaps a Good Harvest
•  Playing Farmville with
29M+ other “farmers”
•  Sponsored links offer FV$
rewards for taking action

It worked! I signed up for
Netflix and collected 200 FV$


Gaming & Social Media: Buyer Beware!
•  Facebook:
Personalized Sponsored Links
•  Farmville through Facebook:
Sponsored Links
•  Clicked on both links
looking to order flowers
•  Ads linked to same floral retailer
>  Same holiday arrangements
>  NOT the same price: $10 higher
through Farmville link

I ordered via the lower-priced link, but
felt disappointed by the difference.

QR Codes Bring More Content Mobile
to Close More Sales More Often


•  QR codes displayed on product
Click to edit Master title
shelves
style
•  Scanned codes and displayed useful
product & purchasing information
•  Availability > Specifications >
Customer Reviews

QR Codes at Best Buy
Enhance Store Shopping

QR Codes in Catalog Add Multimedia
•  Sunday paper ad placed
QR codes throughout flyer
•  Scan took me to video ad
with limited item details
>  No features, no reviews

Not enough information to
convince me to spend
$85 on the toy.


•  Girl Scouts are now accepting
Initial tests show +175% sales,
credit card payments on hand,
requires less cash via Mophie
Mobile for cookie sales
teaches valuable lessons.

Would You Like to Buy Some Cookies?


Lessons Learned…


Lessons Learned from Holiday 2010
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.  QR Codes can be valuable tools.
They make it easy to deliver 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.


All-Channel Commerce
CONNECTED
·∙ ADAPTIVE
·∙ EVERYWHERE

Call Center Clienteling Store Kiosk
m-Commerce Store Portal Digital Signage
Brand_A.com Social Shopping
Brand_B.com Pocket Kiosk Tweet Desk
B2B.com

Payment Processing
Tax
Address Validation
Fraud Check
WMS
Merchandising

Partners and Integrated
Affiliates Systems/Services

Warehouses Suppliers & 3PL Stores


Q&A

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Thank You
You can download the presentation deck by going to:

http://rtou.ch/Diary_Of_Shoppers

Moderator

Amanda Batista
Associate Editor
Retail TouchPoints
amanda@retailtouchpoints.com

Dave Bruno Patti Harney
Director, Strategic Messaging Product Strategist
RedPrairie RedPrairie
David.Bruno@RedPrairie.com Patti.Harney@RedPrairie.com

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Diary of a Social, Mobile Shopper Slide Deck