In Todays Retail environment it is mandatory to take advantage of all digital tools available, in order to drive traffic to physical locations. Consumers start their product searching online and more that 50% of all retail transactions in the US are in some way affected by the online world.

1. Transforming Online Traffic
into Foot Traffic
ICSC – Whistler, BC
January 28, 2013

5. FIRST A FEW STATS

6. 85%
Have access to the internet

7. 95%
when under the age of 55

8. 62%Browsed an online Social
Network last week

9. 31%Own a smartphone

10. 46%
of those aged 18-34 own one

11. 98%0f shoppers have researched a
purchase online

12. 54%of retail purchases are
influenced by the internet

13. WHAT HAS CHANGED?

14. Access to Data

15. Cloud

16. Cloud

17. The Cloud
“The computer industry is the only
industry that is more fashion-driven than
women's fashion.
Maybe I'm an idiot, but I have no idea
what anyone is talking about.
What is it? It's complete gibberish. It's
insane. When is this idiocy going to stop?”
Larry Ellison, CEO
Oracle Corporation

18. Cloud

19. Mobility

20. Social

21. A LITTLE CONSUMER
BEHAVIOUR

22. Traditional Purchase Funnel

23. The Loyalty Loop
Harvard
Business
Review
-­‐
2010
David
Edelman
-­‐
McKinsey
&
Co.

24. Purchase Decision Process

25. Information Overload
Barcode Scanners
Product Search
Brand Websites
Product Review Websites
Business Review Websites
Retailer Websites

26. Omni-Channel

27. The Online Shopper
➜ Better informed
➜ Savvy
➜ High Expectations
➜ Busy
➜ Well Educated
➜ Online regularly
➜ Active in Social

28. The Online Shopper
➜ Loyal
➜ Pre-qualified
➜ Affluent
➜ Pre-sold/Ready to
buy
➜ Spend more
➜ Like shopping to
be easy

29. Shopper Expectations
➜ Easily find
products online
➜ Lots of product
details
➜ Specifications
➜ Images
➜ Descriptions
➜ Objective reviews
➜ Stock availability

30. Time Spent Online

31. Changing Habits

32. Audience

33. TOOLS TO WIN IN
THE DIGITAL WORLD

34. Must Have
➜ SEO
➜ SEM
➜ Social
➜ Mobile
➜ eCommerce (Retailers)

35. Savvy as Online Shoppers
➜ Launch an eCommerce website
➜ Make your site mobile-ready
➜ Publish you product feed to multiple
shopping engines
➜ Measure Everything—Usage, Fans,
Engagement, Popularity
➜ Deliver exceptional service—It’s your
online reputation

36. Launch an eCommerce Site
➜ Get your products online
➜ Keep it accurate & current
➜ Offer lots of product details
➜ Add user reviews
➜ Offer stock inventory details
➜ Enable microformats
➜ Offer online purchase, offline
pickup
➜ Run online-only promotions

37. Enable Microformats

38. Be Mobile Ready
➜ Your site needs to
work in Mobile
➜ Don’t use flash or
java
➜ Focus on usability
➜ Must load quickly
➜ Integrate with native
functions (maps,
phone, email)

39. Publish a Product Feed
➜ A product feed is a
file containing
information about
the product list on
an e-commerce
website
➜ Search Engines
➜ Affiliate Website
➜ Shopping
Comparison
➜ Marketplaces

40. Publish a Product Feed
➜ Property Companies -
add products to your
web properties
➜ Satisfy consumers
➜ Improve SEO
➜ Fully mobile
➜ Digital visibility for all
merchants
➜ Full Promotional
Marketing Suite

41. Get Social
➜ Listen
➜ Plan
➜ Build
➜ Engage
➜ Content
➜ Contesting
➜ Advertising
➜ Drive Traffic
➜ Measure

42. A FEW TOOLS

43. eCommerce

44. SEO/SEM

45. Mobile

46. Social

47. CASE STUDIES

48. YYoga
➜ Objective: Promote the opening of new
the Kitsilano location
➜ Solution: Leverage and reward existing
Fan base
➜ Tool: Contesting Wishpond Group Offer
➜ Results:
➜ 1000 Social Offers Sold in under 48 hours
➜ Lined up around the block on opening day

49. YYoga – Social Offer

50. Diamond Candles
➜ Objective: Grow Social Media Audience
(Primarily Facebook)
➜ Solution: Leverage existing Fan base to
grow audience
➜ Tools: Self-Serve Contesting – Mobile
Ready
➜ Results:
➜ Increase of client database by over 50K
➜ Facebook Fan base up 67% - 233,853
➜ 40% More interaction with Contests

51. Diamond Candles - Mobile

52. Cornwall Centre
➜ Objective: Increase Foot Traffic and Sales
➜ Solution: Use local product search and
contesting to increase visibility online and
drive in store sales
➜ Tools: Wishpond Mall360 Local Product
Search, Promotions, Mobile Web App
➜ Results:
➜ Increase Facebook Fans
➜ Increase in Foot Traffic – Up 2% to 3% monthly
➜ Increase in Sales – Up 8% to 10% Monthly

53. Cornwall Centre – Product Search

54. London Drugs
➜ Objective: Grow Social Media Audience
(Primarily Facebook)
➜ Solution: Leverage existing Fan base to grow
audience
➜ Tools: Content, Contesting, Advertising
➜ Results:
➜ 20% Growth in Newsletter BB
➜ Twitter Followers up 27%
➜ Facebook Fans up over 6X
➜ Facebook Engagement up over 163X
➜ Facebook Reach up over 264X

55. London Drugs – Content Post

56. London Drugs – Contest Post

57. London Drugs - Contest Entries

58. London Drugs – Contest Results

59. A QUICK LOOK FORWARD

61. Convenience Mobile

62. Your Marketplace

66. Ian S. Cruickshank
Chief Revenue Officer, Wishpond
@ian_Cruickshank
ca.linkedin.com/in/iancruickshank
Or just call me 1.778.997.9474