Male and female, young and old, a fast-growing number of today's shoppers are tapping into social media to find product information, get deals, read reviews and share opinions on purchases. In order to meet the needs of these social shoppers, retail organization must join the social media fray. But to be successful in the social realm, merchants must carefully plan and execute a strategy that will appeal to their particular target audience. This session will provide top tips and tactics for retailers wanting to get up-to-speed on the latest and greatest social strategies.

1. Embracing The
Social Shopper
Presented by

2. About CCS
 8-part series (June 11-21)  Featuring industry
analysts and consultants
 Sessions covering Mobile,
Social, In-Store, X-  Free for Retail executives
Channel, and more
www.retailtouchpoints.com/connected-consumer
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3. Follow The Webcast On Twitter
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@ConnectConsumer
@RTouchPoints
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4. About Retail TouchPoints
 Launched in 2007
 More than 20,000 subscribers
 Provide executives with relevant,
insightful content
 Free Resources such as White Papers,
E-book, Webinars, Research and
Podcasts
www.RetailTouchPoints.com
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5. BrightTALK
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6. Today’s Panelists
MODERATOR
Christina Heggie Alicia Fiorletta
Senior Analyst Associate Editor
A.T. Kearney Retail TouchPoints
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7. A.T. Kearney & Retail TouchPoints
The Social Shopper
June 2012
Presenter:
Christina Heggie

8. Presentation Outline
■ Converging Trends – Consumers, Companies, & Technology
■ A.T. Kearney Annual Study – Company & Consumer Interactions on Facebook
■ Tips & Tactics – Managing the Social Shopper
■ Summary
A.T. Kearney 8

9. Presentation Outline
■ Converging Trends – Consumers, Companies, & Technology
■ A.T. Kearney Annual Study – Company & Consumer Interactions on Facebook
■ Tips & Tactics – Managing the Social Shopper
■ Summary
A.T. Kearney 9

10. Although eCommerce has yet to fully integrate with social media, three major
trends indicate that the question is only when and—more importantly—how
Consumers
Consumers engage with brands and other consumers
through digital channels throughout the purchase cycle,
and purchases are increasingly made online globally
Technologies Companies
Key technology trends—such as Companies across industries are
mobile proliferation and social platform entering the ecommerce space, and
enhancements—are a key enabler in some are venturing into social
the growth of social commerce platforms with mixed success
A.T. Kearney 10

11. Consumers interact with the product, the brand, and other shoppers
throughout the purchase cycle
Digital Engagement in the Purchase Cycle
Aware Consider Inquire Purchase Advocate
purchasing the for the product /
of the product about the product the product
product brand
•Nearly 50% of search •77% of online shoppers •Over 50% of consumers •Consumers age 24-35 do •Over half of consumers also
marketers use social use reviews to make a who follow retailers have 25% of shopping online state likeliness to
networking sites to share purchase decision used the platform to obtain recommend a company or
product content to build product info product after following
consumer awareness5 •―Product Ratings & •38% of tablet owners use online1
Reviews‖ & ―Sharing via •Consumers ranked the device to make retail
Social Networking‖ were friends/family recom- purchases •81% of consumers
both seen as very mendations highest in receive advice from
valuable in a recent retail ―most trusted‖ info3 •Nearly 50% of shoppers friends and family about
study2 have made a purchase product information
•Review sites enable •Consumers now seek out decision based on a
consumer-to-consumer ~ 7 pieces of info in the recommendation through a
reviews—epinions, purchase cycle – vs. 2-3 in social network
Amazon, Buzzillions, etc 20024
Broader Context
79% of Americans use the Internet $30B projected size of social commerce in 2015
59% of Internet users engage on social media 67% spend more online after recommendations
52% of Facebook users log into the site each day
1) Pew Internet & American Life Study
2) eTailing marketing study
3) Global: Internet Statistics Compendium, eConsultancy
4) The Holmes Report
5) iProspect, Social Networking Sites – Venues for the Brand Ambassadors of the Future?
Source: The Economist, comScore, eTailing, Pew, DigitalBuzzBlog, Mashable, TabJuice A.T. Kearney 11

12. Thank You For Your Interest In The
Connected Consumer Series
View the on-demand
session on BrightTALK
www.retailtouchpoints.com/connected-consumer
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