Facebook. Twitter. Pinterest. iPad. Android. Foursquare. Fashion consumers in greater and greater numbers are embracing social, mobile, and local technologies to enhance their fashion shopping journeys. They have, in fact, issued a SoMoLo imperative. The time for fashion brands and retailers to respond is now. Dave Bruno, Director of Commerce Studies for RedPrairie and Editor of CommerceInMotion.com, digs deep into the behaviors and expectations of this new breed of fashionista, including several tips and tools to help you earn a place in their digital portfolio.

1. SoMoLo 101
Who, What, Why (Why Not), and How
to Fulfill Fashion’s SoMoLo Imperative
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2. Who Are These WHO
SO
MO
LO
Shoppers?
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3. SOCIAL
MOBILE
LOCAL
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4. WHY
Why Should We Study These
“SoMoLo” Shoppers?
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5. Because They’re
Everywhere…
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6. WHAT
Scan
This!! Got
Local???
Shopper Demands
Keep Escalating…
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7. 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%
Specialty Electronics Grocery Big Box CPG Other
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8. 57%
expect discounts sent to their phone
46%
expect to place orders via their phone
Mobility Matters
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9. 40% expect to use QR codes
to access content on
their phone
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10. 50%
expect to shop via tablet
Tablets Are
Triumphant
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11. (Only)
38%
expect to use social
sites to
browse, shop, and buy
Social: Sizzling, Or Fizzling?
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12. 28%
expect department-specific
messages and offers to be
sent to their phones when
they are inside a store
Locking In on (Micro) Local
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13. Retail Has a Long
Way to Go to Meet
SoMoLo Demands
A Long Road… Customers
Expecting
Retailers
Delivering
46% Place Orders
via Smartphone 38%
42% Availability and
Pricing on Phone 30%
44% Order Status
Updates on Phone 30%
40% QR Code Access
to Product Content 33%
38% Browse/Shop/Buy
via Social Sites 22%
26% Location-Specific
Offers via Phone 20%
13%
average
28% Dept-Specific
Offers via Phone 12%
gap
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14. 33%
WHY
Lack of Corporate (NOT)
Commitment
36% Inability to Integrate
New Channels
36% Limited Inventory Visibility
Across Channels
25% Stores Unable to
Support New Challenges
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SoMoLo Roadblocks 14

15. Where to Begin?
36%Indicate that they are
struggling to choose which
programs to implement
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16. HOW
Enabling SoMoLo
5 Intriguing Technologies that Can Give
SoMoLo Strategies a Kick Start
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17. 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
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18. 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
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19. Fashion’s Formidable Footprint…
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20. Fashion’s Formidable Footprint…
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21. Fashion’s Formidable Footprint…
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22. Fashion’s Formidable Footprint…
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23. Instagram Makes Phone Cameras Relevant
Wildly Popular Photo Enhancing and Sharing App for iPhone
25M one-tap
1.5M
pics shared
active
users sharing every day
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24. Bergdorf Goodman Makes Instagram
Relevant to their Store
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
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25. Customers
embraced the
campaign…
First 2 Weeks
650 Photos
8,000 Followers
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26. Luminate: Content for 3 Trillion Images
Ads, content, social tools overlay online images
“image apps" turn static
images into dynamic and
interactive experiences
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27. The Dawn of i-Commerce?
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28. The Dawn of i-Commerce?
Publish Tag Shop
4,000 publishers
150M visitors/month
30B image views/year
*TechCrunch >100 different merchants:
Macy’s
Zappos, Nordstrom, Gap, Pip
erlime, etc.
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29. 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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30. The (Social) Google of Fashion
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31. ShopStyle Does SoMoLo
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32. Extra Credit: Kinect Goes Shopping
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33. 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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34. Sponsored by…
RedPrairie
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35. Full Study Now
Available Online
CommerceInMotion.com
http://www.commerceinmotion.com/feature/somolo-imperative
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36. Thank You
David.Bruno@RedPrairie.com
#CommerceInMotion