SoMoLo 101: Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imperative

SoMoLo 101Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imperative

#CommerceInMotion

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SOMOLO

Who Are These

Shoppers?#CommerceInMotion

WHO

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SOCIALMOBILELOCAL

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Why Should We Study These “SoMoLo” Shoppers?

WHY

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Because They’reEverywhere…

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We WantSocialIntegration!I Yshopping

on my iPad!

GotLocal???

Shopper Demands Keep Escalating…

ScanThis!!

WHAT

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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%

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57%expect discounts sent to their phone

46%expect to place orders via their phone

Mobility Matters#CommerceInMotion

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40% expect to use QR codes to access content on their phone

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50%expect to shop via tablet

Tablets AreTriumphant

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38%expect to use social

sites to browse, shop, and buy

(Only)

Social: Sizzling, Or Fizzling?#CommerceInMotion

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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

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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

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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)

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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

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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

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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”

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Fashion’s Formidable Footprint…

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Fashion’s Formidable Footprint…

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Fashion’s Formidable Footprint…

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Fashion’s Formidable Footprint…

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Instagram Makes Phone Cameras Relevant

Wildly Popular Photo Enhancing and Sharing App for iPhone

25Mactiveusers

1.5Mpics sharedevery day

one-tap sharing

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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.”

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Customersembraced the campaign…

First 2 Weeks650 Photos8,000 Followers

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Luminate: Content for 3 Trillion ImagesAds, content, social tools overlay online images

“image apps" turn static images into dynamic and interactive experiences

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The Dawn of i-Commerce?

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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.

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The (Social) Google of Fashion

1.3M monthly users (up 500,000/month in 2011)cross-shop apparel, home decorating and kids products

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The (Social) Google of Fashion

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ShopStyle Does SoMoLo

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Extra Credit: Kinect Goes Shopping

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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

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Sponsored by…

RedPrairie

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Full Study Now Available Online

http://www.commerceinmotion.com/feature/somolo-imperative

CommerceInMotion.com

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Thank YouDavid.Bruno@RedPrairie.com

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