Embracing the New Social Media

Embracing the New Social Media: SoMoLo 101
Dave Bruno, Director of Strategic Messaging, RedPrairie

Confidential ©2012 RedPrairie Corporation. All rights reserved. 1

Who, What, Why (Why Not), and How to Fulfill
Consumers’ SoMoLo Imperative


WHO
Who Are These

SO
MO
LO
Shoppers?
Confidential ©2012 RedPrairie Corporation. All rights reserved. 3 3

Who Are These

SOCIAL
MOBILE
LOCAL
Shoppers?

WHY

Why Should We Study These
“SoMoLo” Shoppers?


WHY

Because They’re
Everywhere…


Shopper Demands Keep Escalating…

WHAT


Research Approach
Objective
To ask businesses to pinpoint the SoMoLo expectations of
their shoppers and how they are responding

Study Conducted
December 1 - 18, 2011
282 Respondents

Revenue Breakdown
$100M - $500M: 59%
Greater than $500M: 41%


57%
expect discounts sent to their phone

46%
expect to place orders via their phone

Confidential ©2012 RedPrairie Corporation. All rights reserved. Mobility Matters
9

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


50%
expect to shop via tablet

Tablets Are
Triumphant

Social:
Sizzling…
Or Fizzling?
(Only)

38%
expect to use social
sites to browse, shop,
and buy


28% expect department-specific
messages and offers to be
sent to their phones when
they are inside a store

Locking In on (Micro) Local

We Have a Long Way
to Go to Meet
SoMoLo Demands
A Long Customers
Expecting
Business
Delivering

Road… 46% Place Orders
38%
via Smartphone
Availability and
42% Pricing on Phone 30%
Order Status
44% Updates on Phone 30%
QR Code Access
40% to Product Content 33%

13%
average gap
Browse/Shop/Buy
38% via Social Sites 22%
Location-Specific
26% Offers via Phone 20%
Dept-Specific
28% Offers via Phone 12%


WHY
(NOT)

33% Lack of Corporate
Commitment

36% Inability to Integrate
New Channels

36% Visibility Across Channels
Limited Inventory

25% Support New Challenges
Stores Unable to

SoMoLo Roadblocks

Where to Begin?

36% Indicate that they are
struggling to choose which
programs to implement


HOW

Enabling SoMoLo
5 Intriguing Technologies that Can Give SoMoLo
Strategies a Kick Start
#RedShift2012


Twitter: Not So “Old School”

Purveyors of
exclusive content and
consistent dialog
700,000 Followers
(10M Facebook Fans)

S/S 2012
Launched
on Twitter
BEFORE it Hit
the Runway


Pinterest Brings Bulletin Boards to Life
Users simply “pin” images they like to interest “boards”

Board topics range from
cupcakes to bathrooms

Retail images dominate

Women outnumber
men 4.5-1


Brands Are (Getting) Very Active…


Instagram Makes Phone Cameras Relevant
Wildly Popular Photo Enhancing and Sharing App for iPhone

25M active one-tap
1.5M
pics shared
users sharing every day


Bergdorf Goodman
Makes Instagram Relevant to their Brand
Share Your Shoe Obsession
“Isn’t that the secret to the absolute perfect pair?
You never know what adventures they hold.”

• 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


Customers
embraced the
campaign…

First 2 Weeks
650 Photos
8,000 Followers


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

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

The Dawn of i-Commerce?
Publish


Publish Tag


Publish Tag Shop

4,000 publishers
150M visitors/month
30B image views/year
*TechCrunch
>100 different merchants:
Macy’s Zappos,
Nordstrom, Gap, Piperlime,
etc.

The (Social) Google of Fashion

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


ShopStyle Does SoMoLo


Extra Credit
A Few Thought-Provoking Ideas to
Make Location Work for Direct Businesses


eBay Adds “Buying” with QR Codes
• Shoppable windows
on 5th Avenue

• Collections curated by 30
“tastemakers”
>Justin Bell, Liz Lange,
Coco Rocha, Lake Bell,
etc.


QR Codes Link to Mobile Optimized Site
“Always Open” Windows
capitalize on impulse shopping
> Nearly half of all shoppers enjoy window
shopping
> Want to make an immediate purchase
when they spot something they love


SHOPBOX: Redefining Local and Mobile?
The Far Reaches of Pop-Up Retail
• Repurposed bright green
shipping container
> Completely unattended

• Visitors browse items from
plate glass window
> Register on iPads attached to the sides

• To purchase, customers text message
their order
> Products are shipped to their homes
Intriguing
potential for event
marketing?


StyleLiner: Pop-Up Goes Mobile
Former potato-chip truck now a mobile style gallery


Summary and Conclusions


Key Objective for SoMoLo? Interaction
Integration collaborative online and offline experiences
Seamless,
Notification of offers, opportunities, product lineup changes
Alert customers
Traffic
Relentlessly seek opportunities to improve store traffic
Education
Inform shoppers about products, features, programs
Relationships
Engage, entertain and add value to bring them back
Access
Be available when, where, how, and on the devices THEY prefer
Community
Identify and embrace local influencers and advocates to build networks
Transactions
Arm each channel (and every salesperson) with conversion tools


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


What if…
Kodak had
created
Instagram?
*Jon Thomas, Storytelling


What if…
Dole had
created
Fruit Ninja?


What if…
Whole Foods
had created
FarmVille?


Full Study Now
Available Online
CommerceInMotion.com


Thank You
David.Bruno@RedPrairie.com


Embracing the New Social Media

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