Social Retailing
Social Retailing
Best Practices for Retailers to drive sales and integrate social media into your overall digital strategy
eCommerce: Convenience, Price, Selection
sCommerce: Social and interest graphs drive buying decisions
Movement to a People based world. (vs. a product based world)
- People want to feel belonged and accepted
Only 3% of people have EVER bought something on Facebook
- 90% of all sales are subject to social influence
- 50% of Baby & Me’s online sales come from Facebook
- F&F generated $2m in sales from facebook vouchers
Rue La La: Colin Hynes (Flash Sale Sites)
- Why are they shopping
- What do we want them to feel
- What experiences are we going to provide
Concepts at Rue La La
- Urgency: Make sure you are constantly on responding
- Virality: Exclusivity, Sharing, Funny
- Authority
- Authenticity
Ticketmaster: Kip Levin
- Social:
o About making the customer experience better (Planning, attending, post)
o About awareness of events (Social is the connector between events and people)
- Started with:
o Bookmark and share this: not a lot of benefit
o Then, launched facebook buttons (Like) = 3x the action
o Moved from share this to recommend = 3x the engagement
o Then, created RSVP (Customer integreation) on confirmation page – integration into facebook page = $5/recommend
o Moved homepage from 100% merchandising to “recommended for you”.
o Moving to social merchandising (RSVP feeds from friends to recommended events)
o Just launched: facebook friends integration into seat map