Social Commerce & Shopper Marketing

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