SoMoLo 101Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imperative
#CommerceInMotion
2
SOMOLO
Who Are These
Shoppers?#CommerceInMotion
WHO
3
SOCIALMOBILELOCAL
#CommerceInMotion
4
Why Should We Study These “SoMoLo” Shoppers?
WHY
#CommerceInMotion
5#CommerceInMotion
Because They’reEverywhere…
6
We WantSocialIntegration!I Yshopping
on my iPad!
GotLocal???
Shopper Demands Keep Escalating…
ScanThis!!
WHAT
#CommerceInMotion
7
Research Approach
Specialty Electronics Grocery Big Box CPG Other
Study ConductedDecember 1 - 18, 2011282 Respondents
To ask businesses to pinpoint the SoMoLo expectations of their shoppers and how they are responding
Objective
Revenue Breakdown$100M - $500M: 59% Greater than $500M: 41%
#CommerceInMotion
8
57%expect discounts sent to their phone
46%expect to place orders via their phone
Mobility Matters#CommerceInMotion
9
40% expect to use QR codes to access content on their phone
#CommerceInMotion
10
50%expect to shop via tablet
Tablets AreTriumphant
#CommerceInMotion
11
38%expect to use social
sites to browse, shop, and buy
(Only)
Social: Sizzling, Or Fizzling?#CommerceInMotion
12
28%expect department-specific messages and offers to be sent to their phones when
they are inside a store
Locking In on (Micro) Local#CommerceInMotion
13
Retail Has a Long Way to Go to Meet SoMoLo Demands
Place Orders via Smartphone46% 38%
CustomersExpecting
RetailersDelivering
Availability and Pricing on Phone42% 30%
Order Status Updates on Phone44% 30%QR Code Access
to Product Content40% 33%Browse/Shop/Buy
via Social Sites38% 22%Location-SpecificOffers via Phone26% 20%
Dept-SpecificOffers via Phone28% 12%
A Long Road…
13%average
gap
#CommerceInMotion
14
33% Lack of Corporate Commitment
36% Limited Inventory Visibility Across ChannelsStores Unable to Support New Challenges25%
Inability to Integrate New Channels36%
SoMoLo Roadblocks#CommerceInMotion
WHY(NOT)
15
36%Indicate that they are
struggling to choose whichprograms to implement
Where to Begin?
Enabling SoMoLo5 Intriguing Technologies that Can Give SoMoLo Strategies a Kick Start#CommerceInMotion
HOW
17
Twitter: Not So “Old School”
Purveyors of exclusive content and
consistent dialog700,000 Followers(10M Facebook Fans)
S/S 2012Launched on Twitter
BEFORE it Hitthe Runway
#CommerceInMotion
18
Pinterest Brings Bulletin Boards to Life
Board topics range from cupcakes to bathrooms
Retail images dominate
Women outnumber men 4.5-1
Users simply “pin” images they like to interest “boards”
#CommerceInMotion
19
Fashion’s Formidable Footprint…
#CommerceInMotion
20
Fashion’s Formidable Footprint…
#CommerceInMotion
21
Fashion’s Formidable Footprint…
#CommerceInMotion
22
Fashion’s Formidable Footprint…
#CommerceInMotion
Instagram Makes Phone Cameras Relevant
Wildly Popular Photo Enhancing and Sharing App for iPhone
25Mactiveusers
1.5Mpics sharedevery day
one-tap sharing
#CommerceInMotion
24
Bergdorf Goodman Makes Instagram Relevant to their Store
• Photo sharing campaign– Consumers use Instagram to
take/edit/post photos of BG shoes in various locales throughout the city
• Primary goals:– Promote newly expanded shoe salon– Brand awareness
Share Your Shoe Obsession“Isn’t that the secret to the absolute perfect pair? You never know what adventures they hold.”
#CommerceInMotion
25
Customersembraced the campaign…
First 2 Weeks650 Photos8,000 Followers
26
Luminate: Content for 3 Trillion ImagesAds, content, social tools overlay online images
“image apps" turn static images into dynamic and interactive experiences
#CommerceInMotion
The Dawn of i-Commerce?
#CommerceInMotion 27
The Dawn of i-Commerce?Tag Shop
4,000 publishers150M visitors/month30B image views/year
*TechCrunch
Publish
>100 different merchants: Macy’s Zappos, Nordstrom,
Gap, Piperlime, etc.
#CommerceInMotion 28
29
The (Social) Google of Fashion
1.3M monthly users (up 500,000/month in 2011)cross-shop apparel, home decorating and kids products
30
The (Social) Google of Fashion
31
ShopStyle Does SoMoLo
32
Extra Credit: Kinect Goes Shopping
33
Notes for the Final Exam• Think of yourself as media
– Marketing = Media (not shallow self promotion)– “Always on customers” require “always on” marketing
• Talk to your (target) customers– Understand their tech/social preferences– Reach them on their terms
• Look for ways to add value– Exclusivity, early access, etc.
• Be prepared for some trial and error– Learn from success and mistakes
34
Sponsored by…
RedPrairie
35
Full Study Now Available Online
http://www.commerceinmotion.com/feature/somolo-imperative
CommerceInMotion.com
#CommerceInMotion
Thank [email protected]
#CommerceInMotion