THE DIGITAL FOOTPRINT 2018 PRESENTED BY

SYAMA MEAGHER

Scaling Retail Founder & CEO Syama Meagher

INTERVIEWED BY

Syama Meagher is the Founder & CEO of Scaling Retail, the global consulting firm for fashion retail industry. Clients range from startups, investors, growth stage & enterprise businesses. Syama speaks & writes on the integration of business development, sales, & marketing for fashion & retail businesses. She has been quoted in NPR, INC. Magazine, & WWD. The Scaling Retail team is global: Los Angeles, New York, Miami, Europe, India, South Africa. www.ScalingRetail.com IG: @ScalingRetail

CONSUMER CENTRICITY = SYNERGY IN SALES +

MARKETING + MERCHANDSING

CONSUMER TRENDS •  INDIVIDUALIZATION

•  GIG ECONOMY

•  AUTHENTICITY & TRANSPARENCY

•  EXPERIENTIAL

•  ON DEMAND SEARCH AND BUYING

HOW DO WE DELIVER THE MESSAGE?

•  SOCIAL MEDIA •  ECOMMERCE •  MOBILE SITES •  TEXT SELLING •  MIXED REALITY •  NEW APP •  IN-STORE

SOCIAL MEDIA

WHY IS IT IMPORTANT? •  Because data is the new currency •  Because that's where consumers are, be where

they are

•  It's where behavior & conversions are tracked

•  Live video: Facebook users watch 100 million hours of video everyday

•  Paid content: In the past 2 years, content consumption on Facebook has increased 57%

•  Interactive content: 81% of marketers say interactive content grabs attention more effectively than static content

ASK YOURSELF   Who is your customer? •  Demographic: i.e. Millenials, Gen-Z •  Psychographics •  Habits & behaviors •  Self-image, social ties •  Possessions, psychological needs   •  Customer insights start with customer intelligence •  The more you know your audience, the better you connect •  Keep up with your customers. They’re on the move   Once you identify & understand them... You can figure out which combination of channels works best You can fine tune segmentation within each channel

WHAT CHANNELS WORK?

•  YouTube:1+billionac+veusers•  Facebook:2+billionac+veusers,44%userscheckFacebook

several+mesperday•  Instagram:700millionac+veusersontheapp,59%check

theappeveryday•  Pinterest:42%ofonlinewomenarePinterestusers•  Twi7er:328millionac+veusersworldwide•  Snapchat:60%usersintheUSareundertheageof24,150+

millionac+veusersconsuming30minutesofcontenteveryday

•  Yelp,TripAdvisor,ReviewSites

WHAT TYPE OF CONTENT WORKS? Instagram •  #Use #Hashtags #! •  Native video: Teasers •  Live video/disappearing content: Download &

upload to YouTube •  Show: Lifestyle, Behind-the-Scenes, Product,

Influencers, Flat Shots, •  Tell: Speak with your consumer, don’t sell in

every shot.

INSTAGRAM

FACEBOOK •  Conversa+onaltone:Abalancedmixofbusiness&pleasure,relaxed&short•  Na+vevideo:FBwantstohostna+vevideos,sotheygiveyou

morecustomizability+auto-playwhenyouuploaddirectly.Op+onsarelimitedwhenyousimplyshare

•  Livevideo/disappearingcontent:Download&uploadtoYouTube•  Onlinecatalog:FBmarketplace!

PINTEREST •  Online catalog: Pin per product •  Seasonal, trends, lifestyle, aspirational •  SEO Optimize, add product descriptions •  Buyable pins •  High conversion

YOUTUBE Behind-the-scenes videos, product overviews Native content and curated content

TWITTER •  Be concise! Use brief summaries & tweak your wording until you feel like you’d click it yourself •  You as a leader, CEO, employee

HOW TO PLAN…CONTENT MANAGEMENT AND CREATION

Campaigns •  Seasonal •  Monthly •  Weekly Local Photographers Models/Hair/MUA Art Direction & Styling

CONTENT TEMPLATE

ENGAGE!!!! FACEBOOK •  Payforplay•  Engagewithcommunity•  Surveys•  Opinions

INSTAGRAM •  Targetviahashtags•  Targetvialoca+on•  Targetviacompe+tors•  Comment•  Like•  DirectMessage

HOW TO MEASURE RESULTS: FACEBOOK

HOW TO MEASURE RESULTS: INSTAGRAM

HOW TO MEASURE RESULTS: PINTEREST

INFLUENCERS…WHAT GIVES? •  Pitchmacro&micro-influencersunder5,000•  Lookforengagement,notjustfollowers•  Getacontractandagreeonterms,lengthof

pos+nganddefinedscope

TOOLS AND RESOURCES

Communications •  Slack •  Uber Conference Project management •  Asana •  Trello Content creation •  Canva •  Polyvore

Stock •  Twenty20 •  Adobe Stock Calendars for Scheduling •  Loomly •  CoSchedule

THE REST OF YOUR DIGITAL FOOTPRINT

ECOMMERCE

•  Brand Hub •  Clear CTA •  Think of the user experience •  Connect with relevant channels to help drive

conversion (MailChimp, chatbots) •  Incorporate social proof (Yelp, Instagram) •  Speak in your brand voice, brand identity •  Update monthly •  Images are everything •  Shopify, Squarespace

MOBILE SITES •  53%visitsareabandonedifamobilesite

takesmorethan3secondstoload•  89%USmarketersreportedpersonaliza+on

ontheirwebsites/appsresultedinincreaseinrevenue

•  63%Peopleexpectbrandstousepurchasehistorytoprovidepersonalizedexperiences

•  62%Peopleexpectbrandstodeliverconsistentexperienceevery+metheyinteractwithabrand

Ask your web developer to… 1.  Test your site for mobile

optimization. 2.  Login with Facebook or Google,

and personalize 3.  Integrate PayPal checkout

When you see a retailer close down ask yourself... What were they doing on mobile and innovation?

TEXT COMMUNICATION Data

•  22% Email open rate •  98% Text open rate •  90 Minute email response time •  90 Second text response time

Measure success •  Test keywords & see which has most opt-ins •  Just like AB testing, investigate other factors of

unsuccessful ad, or scrap it completely

Ask your developer to… Look into Twillio & Nexmo

IN STORE

POPUPS SHOP-IN-SHOPS CO-RETAILING EVENTS

Examples Fred Segal X Atelier & Repairs Denim Day Festival NYC

•  Customers are flocking to the experiential •  Think art/film/music/food, not just only brands

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