social commerce & shopper marketing
DESCRIPTION
Quick deck about the fusion of ecommerce and social networks.TRANSCRIPT
Social CommerceSome opportunities in Digital
Today• The digital landscape• Social Commerce, the combination of
ecommerce & social networks• Buying where we connect• Connecting where we buy
• Facebook and the real-time model
When we look at how we connect, how we work and how we consume, the world has changed dramatically in the last 10 years....
Did you know?
http://www.youtube.com/watch?v=6ILQrUrEWe8
How we consume
• 48% UK consumers making a monthly purchase online• UK shoppers spent £5.3bn online in November 2009• Online alcohol sales have grown 23% year on year
IMRG, June 2010, Verdict Research, May 2009, Enders Analysis 2009
Social Media + Ecommerce = Social Commerce
• Customer reviews
• Personal recommendations
• Syndicated wish lists
• Shop-together
• Group-buy
These aren’t new behaviours, they just happen faster and reach further
Helping people evaluate and buy where they connect
Helping people connect where they buy
Helping people buy where they connect Direct To Consumer 1-800 on Facebook
1-800Flowers became 1st retailer to launch a full-service online storefront within Facebook
Gift ideas, special discounts, and sharing functionality making shopping much quicker/interesting
Mobile app and daily twitter giveaway also drive talkability of their service
‘So many people are living their lives in Facebook, they don’t like to hop around the web’ Jim McCann, Founder 1-800 Flowers
Best BuyFacebook store, broadcast sales, provides support, builds community
Helping people buy where they connect Improve real and online shopping experience through sharing data
Developers have access to the grocery catalogue of the 3rd biggest retailer in world
They’re harnessing the potential of mobile and emerging technologies such as Internet TV, Set Top boxes and smart phones (they’ve created 5 iPhone apps already)
Helping people buy where they connect Improve real and online shopping experience through video
Skittles & StarburstPromotional offers via Facebook
Both offered Facebook users the chance to get free sweets with a BOGOF promotion
Download a voucher and take it in store to receive offer
Smart & simple way of driving sales to fan base of millions
Helping people connect where they buy
M & S & Thomson online sales Helping (connect) people where they buy
Customers share synchronized shopping sessions with friends
Share and compare items as well as communicate via a chat feature
Charlotte RusseHelping people connect, collaborate & share where they buy
Google adds reviews to shopping search results. Imagine FB Open Graph
Consumer reviews have become a driving force for online purchasing5 years ago, it was editorial reviews by experts. Now it’s ordinary people
TESCO Open API Improve real and online shopping experience through sharing data
Developers have access to the grocery catalogue of the 3rd biggest retailer in world
Tesco wine finderHelping (connect) people where they buy
Take picture of the wine bottle label
Details served back to your mobile
Like having personal sommelier in your pocket
Rate and share the wine with your friends through Facebook or by email
Tesco Product and Aisle Finder App
• Note what you need when you’re in the kitchen or out and about
• Modify order from anywhere
Ocado iPhone App
Snap Tell App-Take a photo of a product..
Snap Tell App- App analyzes and recognises photo- Generates price comparison and review links
Red LaserBarcode scanning app
Helping people get informed where they buy
Around me App brings context to the “Yellow Pages” Yelp App adds customer reviews to location context
Voucher Cloud - location/context sensitive mobile redeemable vouchers for money off on the go
Some Facebook Developments
Facebook ConnectShoppers no longer arrive at your site solo, they bring their friends with them43% online retailers use now, further 31% to adopt in next 12 months
eMarketer 2009
Facebook Open Graph Allows sites to easily add social features to any site.
Digital behaviours lend themselves to being social. Open Graph allows your customers to harness advice from friends and family to make better purchasing decisions.
My friends and I on every site
Open Graph will transform our mobile experience
www.mysupermarket-insights.co.uk• Real-time data service for retailers and manufacturers• Reports live purchasing trends of shoppers at Tesco, ASDA,
Sainsbury’s and Ocado• New market share information for its industry-leading data
tool for FMCG manufacturers• Offers quick and easy way to keep track of prices,
promotions and market share in real-time
The fusion of social media and ecommerce
More brands are selling in social spaces as platforms are maturing
Digital is no longer separate, on and offline have to work together
Consumers are empowered through constant access to information online and on mobile
Brands are utilising the functionality of Facebook when selling (like button/share purchase etc)
Mobile will become increasingly influential in payment, review and price
Thank You
Some further examples/thoughts
Attention Profiling• Smarter, more relevant web
browsing. • Emerging standard to make it
easier for websites and services to cater to exact tastes, reducing information overload endless web content
• With Information Hyper-saturation it can be quite a chore to find relevant content online
• By implementing attention profiling services and websites you visit begin to make suggestions for content that you might be interested in
• Groups and Coupons• Sign up to receive a daily e-mail • Each day a retailer in your city
agrees to sell something for a large discount if enough people sign up
• Think Spa treatment, a tailored shirt or a meal
Foursquare - Your normal life becomes a game as you check in to places you visit and follow your friend’s activity
Digital Gifts with Purchase