1. Social Media Marketing & Retail

2. Hi, I’m Joel Bloch, CEO of Tag’by
At Tag’by we developed a social marketing platform
for physical places with focus on retailers
Retail = only brick and mortar
Social network = mainly Facebook

3. A NEW AREA

4. For years Online stores tried to copy real stores
•Basket
•Cashier
•Sales person
•Product trial
With Social networks online stores have taken an other unfair advantage
they can address and recruit customers’ friends to their online store through
a
simple « share button »…

5. Time has come for brick and mortar stores to catch up with
online

6. THE CURRENT SITUATION

7. -50% -20%
-40%
-50%
You push your online -60%
...with coupons, deals.
fans to your store... -10% -30%
-50% -10%
I GOT
THE INFO
I’LL
PROBABLY
GO
Shop
HOW MANY FANS...
...TO GET 1 CUSTOMER ?

8. Current Social Marketing is Not really adapted

9. A PARADOX

10. Retailers hunt for fans whereas they are in their stores
PHYSICAL VISITORS ARE THE REAL FANS
• They are willing to share their enjoyment with
their friends
• They are under the charm of your sales persons,
decorations, music, atmosphere, surrounded by
your products
• They give all their attention, they are in your world
(online you are in their world)

11. HOW TO LEVERAGE PHYSICAL FANS?

12. Retailers’ challenge
Recruit fans in store +1
Turn them into Brand
Ambassador

13. Recruit Fans
1 Signage in Store
• Social network STICKER on the window
• QR code to simplify
• Special offer to “like”
You get :
New Fans from the store but Marketing stays online

14. “Buy” Customers’ Endorsement
2 Make the show
• Kellog’s Tweet Store:
You pay your product by sending nice tweets
• Diesel product QR codes: You get discount
when flash and publish product
You get :
One shot to communicate on Visitor’s wall
Valuable posts on visitor’s wall to reach their friends
without any data collection

15. Use Geo-location Service
3 The Checkin effect
•You recruit with attractive offer
•You count on the sharing feature
•You manage offers and results online
You get :
An external source of visitors coming with (or not) their
friends

16. Build a Social Marketing Channel
4 Social animation in store
•Add a social spirit to the shopping experience
•Develop fun and enjoyment
•Integrate marketing into Photos and Message
publications
You get :
You own fans database, you improve loyalty and leverage
friends' endorsement for recruitment

17. YES...BUT HOW TO DO IT?

18. OPTION #1 :
Use Smartphone connection that holds user Id and get store message through a QR code or an NFC tap
2. Scan the QR code which host the message
3. The message is automatically published on your Timeline

19. The message is displayed on the tablet or screen,
1. connected with wifi or 3G
OPTION #2 :
Use In-store Screen connexion with brand message and get user ID through an RFID card or any loyalty card
2. Swipe your RFID card with your Facebook ID
The message is automatically published
3.

20. Good and Bad for each option
Smartphone Smart screens
•A massive adoption but a majority of
•New wave digital displays in retail to
not connected consumers
enhance shopper experience
•Lack of visibility of the message to
•Need a physical support of user ID,
appeal the user
loyalty card or mobile phone (NFC)
•Application to download and accept
•Need to connect to Facebook first time
first time

21. A NEW MARKETING AHEAD

22. BENEFITS
Shopper experience
Loyalty program Social recruitment
enhancement
•Customer’s social network •Behavioral info •Every post is an opportunity
available in the store to reach customer’s friends
•Personalized offers even
•Mixed with CRM
•Branded photos
at first visit thanks to his
Facebook profile
•Every social action better
qualifies his profile •Social Wish list

23. A STRATEGIC MOVE
Brand
impact
Thought
Cross channel
through
communication
mechanism
Store Sales
design organization
Creativity Preparation Piloting
phase KPI

24. SUM UP
Fan Page publication Send coupons to fans to drive them to store
Sticker with incentives
Quick fans recruitments
in store
Make the show “Buy” Endorsement
Geo-location offers Use the checkin Effect with valuable offers
Social Marketing
A permanent Social animation in store
Channel

25. THANK YOU
joel@tagby.com