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The SoMoLo Imperative

A guest lecture delivered to International Marketing students at the Fashion Institute of Technology February 28, 2012.

Topics include the state of SoMoLo shopping, how businesses are responding, and examples of winning attempts to leverage these new technologies to engage the new breed of shopper.

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The SoMoLo Imperative

  1. 1. Brands Under Siege:The Rise of SoMoLo ShoppingPresented to the Students at theFashion Institute of Technology#CommerceInMotion
  2. 2. What is aSOMOLOShopper?
  4. 4. SoMoLo Behaviors and Expectations SOCIAL MOBILE LOCAL Read a Look for Nearby Discuss Review Inventory On Social Sites &Prices Compare Products i Investigate A Use Maps to About this Product Find Stores Share item Info B Group Deals Review Receive Shop through __ __ Shopping 25% Local Social __ __ Lists off Offers Games
  5. 5. Where Are These“SoMoLo” Shoppers?
  6. 6. They’reEverywhere…
  7. 7. Barriers to Entry forNew Competitorsare Very Low
  8. 8. “Tools of the Trade”The Latest SoMoLo Trends andtheir Impact on the Store#CommerceInMotion
  9. 9. Smart Devicesare Everywhere50Bworldwide by 2020 *Cisco 50% of Americans now have a Smartphone *Nielsen 9
  10. 10. (35M and Counting)Tablets Emerge 68% of tablet owners say they have used their tablet to make a purchase *e-tailing Group vs. 48% of Smartphone owners 10
  11. 11. 17B downloads in 2011 *ForresterApps, Apps& More Apps 11
  12. 12. Cracking the Code 12
  13. 13. 14M US mobile users scanned a QR code in June 2011 *Comscore 6.2% of total mobile audience
  14. 14. Location, Location, Location65MAmericans use mobile or sociallocation-based services*Pew Research 55% of Smartphone users
  15. 15. photo circa 1937Augmenting Reality
  16. 16. Increasing Traffic 12.2M Shopping Reviews 16
  17. 17. creates “infinite” shelf space Bringing The Store to Life 17
  18. 18. The Games People Play 62M US Internet users play at least one 27% game on a social network monthly *eMarketer of the online audience 18
  19. 19. CountlessConversationsSwirl… BRAND THE CONVERSATION PRISM …on a -Brian Solis & JESS3 Plethora of Platforms
  20. 20. Brands Are BRANDSUnder Siege
  21. 21. m-Commerce: Relentless Growth U.S. m-Commerce Sales ($US Billion) Source: Barclays Capital $2.9 $5.3 $8.8 $14.0 $21.0 $28.7 2010 2011 2012 2013 2014 2015
  22. 22. t-Commerce: Compelling Early Numbers the average iPad conversion rate is 7x iPad shoppers purchase that of smartphone devices *Shopatron Dual owners buy on mobile twice as often as single owners. “Duals” made >20 mobile purchases in the last year. 50% more than traditional web users *Shopatron
  23. 23. s-Commerce: Explosive Growth Looms U.S. s-Commerce Sales ($US Billion) Source: Booz & Co. $1.0 $3.0 $5.0 $9.0 $14.0 2011 2012 2013 2014 2015
  24. 24. Daily Deals: Here to Stay U.S. Daily Deal Revenues ($US Billion) Source: BIA/Kelsey $.87 $1.25 $1.73 $2.34 $3.08 $3.93 2010 2011 2012 2013 2014 2015
  25. 25. Social Gaming: Already a $1B Business 2011 Social Gaming Revenues Advertising Lead Gen $192M Virtual Goods $653M $248M 2010: $856M 2012: $1.32B *eMarketer
  26. 26. The Bottom Line? Share of Wallet WillContinue to Shift Online U.S. Online Retail Forecast ($US Billion) 15% 15% 14% 13% 12% 11% Source: Forrester $176 $197 $218 $240 $259 $279 2010 2011 2012 2013 2014 2015 (% of totals exclude grocery)
  27. 27. The International LandscapeA Quick Look at the State of SoMoLoAround the World…#CommerceInMotion
  28. 28. Europeans Embrace M-Commerce Source: comScore
  29. 29. Mobile Actions in the EU Store Heat Up Source: comScore
  30. 30. QR Codes in the EU Gain Momentum Source: comScore
  31. 31. Middle East/North Africa (MENA) Report 13% Of all searches are mobile 200% Growth last year in mobile searches36,000 New Facebook users every day 100M YouTube views a day Source: Google 31
  32. 32. Mobile Activity in MENA is Diverse Source: Spot ON PR | Effective Measure 32
  33. 33. Asia: The World’s Most ProlificOnline Shoppers35% Of Asian consumers make >11% of monthly purchases online 27% Globally 59% South Korea Source: Nielsen 33
  34. 34. Asia: Mobile Penetration OutpacingInternet Access 34
  35. 35. Asia’s Mobile Love Affair withm-Commerce is Blossoming… 76% China 75% India 56% Korea 47% Japan Source: Nielsen 35
  36. 36. Asia’s Mobile Love Affair withm-Commerce is Blossoming… 69% Prefer using mobile phone for payment 47% Of “tech forward” consumers in China have shopped on their phone in last 6 months 38% Have scanned a barcode while shopping 31% Have purchased an item from a “Smart Poster” via QR code or bar code 47% Welcome mobile ads sent to their phone when they are near a store Source: Nielsen 36
  37. 37. Asia, Social Media, and Shopping800,000,000 Asian Social Media Users 1/3 Have Liked a Brand Page or Product Source: Wikipedia 37
  38. 38. Source: Burson Marstelier 38
  39. 39. LATAM: Growth is Looming 215,000,000 Internet Users today (37%) 285,000,000 Source: Internet World Stats By 2015 39
  40. 40. LATAM: Commerce is Coming Argentina: 71% Chile: 71%59% Uruguay: 70% Venezuela: 68% Mexico: 61% Costa Rica: 56% Ecuador: 53% of Internet users purchased Colombia: 47% products online in the last 12 months Peru: 47% Source: Tendencias Digitales Paraguay: 42% Dominican Republic: 40% El Salvador: 36% Guatemala: 30% 40
  41. 41. Conversions in LATAM are High 94% 89% 84% Brazil Argentina Columbia 82% 71% 63% Mexico Chile Peru % of e-commerce website visitors that made purchase online Source: comScore 41
  42. 42. LATAM: Mobile is Alive and Well… 630M mobile phone connections Smartphones to hit 60% by 2016 597M people 42
  43. 43. m-Commerce is Still a NoveltyBrazil Considered Likely “Hot Spot” for m-Commerce Growth2% access viamobile phone 7% sales via mobile site 43
  44. 44. Exclusive Research: Consumers Have Issued a SoMoLo Imperative How Is Retail Keeping Up?#CommerceInMotion
  45. 45. Research ApproachObjectiveTo pinpoint the expectations of today’s SoMoLo shopper, andhow B2C and B2B businesses are responding and adapting tothese wants and needsStudy ConductedDecember 1 - 18, 2011282 RespondentsRevenue Breakdown$100M - $500M: 59%Greater than $500M: 41% Specialty Electronics Grocery Big Box CPG Other #CommerceInMotion 45
  46. 46. ScanThis!! Got Local??? Shopper Demands Keep Escalating… #CommerceInMotion 46
  47. 47. 57%expect discounts sent to their phone46%expect to place orders via their phone Mobility Matters #CommerceInMotion 47
  48. 48. 40% expect to use QR codes to access content on their phone #CommerceInMotion 48
  49. 49. 50%expect to shop via tabletTablets AreTriumphant #CommerceInMotion 49
  50. 50. (Only)38% expect to use social sites tobrowse, shop, and buy Social: Sizzling, Or Fizzling? #CommerceInMotion 50
  51. 51. 28% expect department-specific messages and offers to be sent to their phones when they are inside a storeLocking In on (Micro) Local #CommerceInMotion 51
  52. 52. The Great Divide #CommerceInMotion 52
  53. 53. Retail Has a Long Way to Go to Meet SoMoLo DemandsA 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 #CommerceInMotion 53
  54. 54. 33% Lack of Corporate Commitment36% Inability to Integrate New Channels36% Limited Inventory Visibility Across Channels25% Stores Unable to Support New ChallengesSoMoLo Roadblocks #CommerceInMotion 54
  55. 55. Order on Phone---------------------------------------------- 38%Product Availability/Pricing on Phone--------------- 30%Order Status and Updates on Phone----------------- 30%QR Code Access to Content on Phone-------------- 33%Push Local Offers to Phone When Near Store---- 20%Department-Specific Offers Inside a Store--------- 12%Browse/Shop/Buy App via Social Network--------- 22% Good Intentions… #CommerceInMotion 55
  56. 56. 50% Currently have no specific mobile commerce strategy and/or are just experimenting30% Currently have no specific social commerce strategy and/or are just experimenting64% Currently have no specific local commerce strategy and/or are just experimenting Strategic Shortcomings? #CommerceInMotion 56
  57. 57. 1. Retailers must adapt to meet the escalating demands of the increasingly social, mobile, local shopper2. As a whole, it appears that the industry feels the pressure to react3. Executive commitment, clearly defined strategies, and technology plans need to evolve quickly to close the gap Study Conclusions & Takeaways 57
  58. 58. The Good News:A SoMoLo ShowcaseInteresting and Successful Examplesfrom Around the World#CommerceInMotion
  59. 59. Shopkick: The Store’s New Best Friend? How Shopkick Works • Users see a list of nearby participating stores – “Kickbucks” earned just for entering (no check-in required) • Inside, stores offer rewards for specific shopping behaviors – Scanning a poster or product bar code – Special discounts on specific products – Time-based promotions
  60. 60. Shopkick: The Store’s New Best Friend? • 2.3M active users 2,000,000 • 700M product views in year one • 7M product scans in store • Users open the app 14 times a month – Review products from 16 stores each time • Once a Shopkick user is in a store, conversion rates are highOne retailer reports 750,000$50Min measurableincremental revenue Active Shopkick Users Since August 2010 Launch *Shopkick *Mashable 110,000 August 2010 October 2010 January 2011 July 2011
  61. 61. Kactoos: LATAM’s Answer to Groupon? If a user finds a product that interests them, they can create a purchasing group or join an existing one The more people join, the lower the price each will pay. Similarly, users can initiate purchasing groups for products that are not yet available through Kactoos 61
  62. 62. MyTown: Fun, Games, Impressions How to Play MyTown • 4M users build their own virtual towns from actual buildings & businesses – Checking in earns virtual cash • Cash buys virtual properties & products • Property owners collect rent from users who check-in – Properties and products – 35M Branded virtual items consumed every week “Real-World Monopoly”
  63. 63. H&M on MyTown: Brand Impressionsand Store Traffic• Whenever near an H&M store, virtual goods from the Blues collection appeared – Players earned points for product check-ins• Players also received offers for real goods available in nearby stores – Points for scanning in-store product bar codes10.6M Impressions · 350,000 Store Check-ins · 700,000 Product Scans
  64. 64. Souq.com:The Arab’s World’s Largest Online Market • Marketed to Saudi Arabia, UAE, Kuwait, Egypt and Jordan • 1.5 million unique users every month • Top categories: cosmetic and beauty, electronics, and fashion • On Souq.com, one item is sold every 30 seconds 64
  65. 65. Instagram Makes Phone Cameras RelevantWildly Popular Photo Enhancing and Sharing App for iPhone 10M one-tap 1.3M pics shared active users sharing every day
  66. 66. Bergdorf Goodman Makes InstagramRelevant 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 • Geotags map each photo to “Shoes About Town” site • Primary goals: – Promote newly expanded shoe salon – Brand awareness 66
  67. 67. Customers haveembraced thecampaign… First 2 Weeks 650 Photos 8,000 Followers 67
  68. 68. Snapette: Merging Instagram and Yelp? • Puts the crowd to work with Social, Mobile fashion finding – Shoes and accessories • Users share pics, commentary on looks they love – Including where to buy it • Feeds within the app sort hot, nearby, new items – Virtual closets, retailer profiles
  69. 69. Vogue Turkey Anniversary Campaign Non-branded ads piqued interest and paid it off with QR code access to mobile site Mobile site delivered exclusiveContests, Content, Texts, “behind the scenes” contentLocation-based Giveaways 69
  70. 70. Uniqlo’s Social Look Book • Uniqlook contest encourages shoppers to upload photos of their own outfits made up of Uniqlo items • Other shoppers vote for their favorites 70
  71. 71. Badgeville: Defining Social Loyalty?Rewarding Shopping Behaviors with Badges and Social Status • Adds game play and badges to loyalty programs • Encourages social behaviors through rewards – Reviews, Likes, Feedback 71
  72. 72. Bluefly: Making a Game of e-Commerce • Rewarding specific shopping behaviors – Watching videos, reading blogs, writing reviews, creating wish lists • Shoppers earn badges that call out their fashion style – Based on shopping history • Badges = rewards – Exclusive/early access to products, discounts, badge-holder specials
  73. 73. Moxsie: Crowdsourced Design • 105,000 Twitter followers go “behind the scenes” – Photo shoots, meetings with designers, trade shows • Participation earns points toward Badges – Buyer-In-Training, Head Buyer or Celebrity Buyer, etc.
  74. 74. Brazil’s Fiat Mio: A Crowdsourced Car • Fiat committed to realizing the ideas of users in a futuristic concept car • Set up a social site for ideas, feedback, and designs to be shared • 17,000 people submitted 11,000 ideas 74
  75. 75. Luminate: Content for 3 Trillion Images Ads, content, social tools overlay online images “image apps" turn static images into dynamic and interactive experiences 75
  76. 76. The Dawn of i-Commerce?
  77. 77. The Dawn of i-Commerce? Publish Tag Shop 4,000 publishers150M visitors/month30B image views/year *TechCrunch >100 different merchants: Macy’s Zappos, Nordstrom, Gap, Pip erlime, etc.
  78. 78. Pinterest Brings Bulletin Boards to LifeUsers simply “pin” images they like to interest “boards” Board topics range from cupcakes to bathrooms Retail images dominate Women outnumber men 4.5-1 78
  79. 79. Fashion’s Formidable Footprint… 79
  80. 80. Tesco’s (Virtual) Subway Supermarkets• Large billboard installed in South Korean subway stations • Supermarket shelves • Display images/prices of products• Users scan the QR code of products• Products delivered home within the day 80
  81. 81. Layar Vision: Object Recognition A/R • Recognize real world objects and display digital AR experiences on top of them – Posters, magazines, billboards, ra ck signs • Combines location and image- recognition A/R
  82. 82. Blippar: More than a Blip on A/R Radar A new augmented reality app – with an intriguing twist • Image recognition-enabled augmented reality at the shelf • Design product packaging to engage consumers without compromising designs with awkward tags and markers 82
  83. 83. Cadbury Brings “Eye Candy” to the Shelf • Chocolate bars become an interactive, 3D game on the shopper‟s Smartphone • “Qwak Smak” is played directly on product packaging – No markers, no shelf tags • Just point the phone at a Cadbury product and Qwak Players submit Smack will „blipp‟ from wrapper game scores into a drawing for to screen as if stuck to the bar prizes 83
  84. 84. SCVNGR: On the Hunt for Engagement “A Game Layer on Top of the World” • Virtual scavenger hunts – Utilizes LBS to push contextual treks, questions and challenges to game players • Businesses and brands can design custom scavenger hunts catered to their customers and locations – Ongoing – Promotional – Special Events 84
  85. 85. TopShop: Hunting Back to SchoolBargains Across the U.K. • Anyone within a 500-meter radius of a Topshop store can play • Players choose desired reward and complete challenges to earn points – 20% in-store discount, £500 shopping spree, etc. – Challenges designed shoppers more thoroughly engaged with merchandise • Snap photos of their favorite “back to college” outfits • Find items corresponding with trends
  86. 86. Game On! At Buffalo Wild Wings “Home Court Advantage” • 12-week March Madness campaign • Numerous store-based challenges – Photos of friends, trivia, games • Social integration throughout – Rewards for completing • Extremely popular with customers – 184,000 players at 730 locations • 1,288,000 challenges completed • 30% returned to play multiple times – 100M social impressions – 3.6 years brand engagement in stores *Mashable
  87. 87. 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.
  88. 88. eBay Adds “Buying” with QR Codes • 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
  89. 89. SHOPBOX: Redefining Local and Mobile? The Far Reaches of Pop-Up Retail • A repurposed bright green shipping container • Completely unattended • Visitors browse items from the giant Intriguing automat‟s plate glass windowpotential for event marketing? – They register on iPads attached to the sides of the container • To purchase, customers text message their order and the products are shipped to their homes
  90. 90. StyleLiner: Pop-Up Goes MobileFormer potato-chip truck now a mobile style gallery 90
  91. 91. Next? Motion Gesture Window Shopping?• Putting the “shopping” into after-hours window shopping• Microsoft Kinect-like sensor recognizes common gestures – Window shoppers learn more products simply by pointing at them
  92. 92. Summary and ConclusionsKey Lessons Learned…#CommerceInMotion
  93. 93. Key Objective for SoMoLo? Interaction Integration Seamless, collaborative online and offline experiences Notification of offers, opportunities, product lineup changes Alert customers Traffic Relentlessly seek opportunities to improve store traffic Education about products, features, programs Inform shoppers Relationshipsand add value to bring them back Engage, entertain Access when, where, how, and on the devices THEY prefer Be available Community local influencers and advocates to build networks Identify and embrace Transactions (and every salesperson) with conversion tools Arm each channel
  94. 94. “Mashops”: the Store’s Best Weapons?Retailers must fight back by creating a mashup ofthe best Web-based and in-store shopping experiences – Interactive digital displays – Video assistants – Internet devices – Social networking technologies – Location-based services – – Salesforce empowerment tools Wi-Fi networks 54% of shoppers surveyed want to try a mashop service in the store *Cisco
  95. 95. “Always On” Consumers Require“Always On” Marketing• New paradigm: Marketing = Media• The relevance of Fire and Forget campaigns executed through traditional media will continue to diminish• More and more of marketing‟s time, resources and energy need to be managed in “Always On” mode – Persistent customer engagement – Regularly nurtured relationships – Constant community building – Tireless new customer acquisition
  96. 96. What if? (Outside the Box)
  97. 97. What if…Polaroid hadcreatedInstagram?*Jon Thomas, Storytelling
  98. 98. What if…Dole hadcreated FruitNinja?*Jon Thomas, Storytelling
  99. 99. What if…Whole Foodshad createdFarmVille?*Jon Thomas, Storytelling
  100. 100. About Commerce in Motion CommerceInMotion.com A thought leadership program developed by/targeted to supply chain and retail executives
  101. 101. CommerceInMotion.comFull Study NowAvailable OnlineEMEA Study Coming in Late April! #CommerceInMotion101
  102. 102. Thank YouDavid.Bruno@RedPrairie.comLinked In: http://www.linkedin.com/pub/david-bruno/1/392/70Twitter: @RedPrairieCorp (#CommerceInMotion)Pinterest: http://pinterest.com/redprairiecorp/commerceinmotion/Scoop.It: http://www.scoop.it/t/commerce-in-motion