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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.
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Embracing The Social Shopper
Presented by
#CCSeries12
About CCS
8-part series (June 11-21)
Sessions covering Mobile,
Social, In-Store, X-
Channel, and more
www.retailtouchpoints.com/connected-consumer
Featuring industry
analysts and consultants
Free for Retail executives
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@RTouchPoints
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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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Today’s Panelists
Christina HeggieSenior Analyst
A.T. Kearney
MODERATOR
Alicia FiorlettaAssociate Editor
Retail TouchPoints
Presenter:Christina Heggie
June 2012
The Social Shopper
A.T. Kearney & Retail TouchPoints
A.T. Kearney 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 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 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
ConsumersConsumers engage with brands and other consumers
through digital channels throughout the purchase cycle, and purchases are increasingly made online globally
CompaniesCompanies across industries are
entering the ecommerce space, and some are venturing into social platforms with mixed success
TechnologiesKey technology trends—such as
mobile proliferation and social platform enhancements—are a key enabler in
the growth of social commerce
A.T. Kearney 11
Consumers interact with the product, the brand, and other shoppers throughout the purchase cycle
Digital Engagement in the Purchase Cycle
Considerpurchasing the product
Inquireabout the product
Purchase the product
Advocate for the product / brand
Awareof the product
•Consumers age 24-35 do 25% of shopping online
•38% of tablet owners use the device to make retail purchases
1) Pew Internet & American Life Study2) eTailing marketing study3) Global: Internet Statistics Compendium, eConsultancy4) The Holmes Report5) iProspect, Social Networking Sites – Venues for the Brand Ambassadors of the Future? Source: The Economist, comScore, eTailing, Pew, DigitalBuzzBlog, Mashable, TabJuice
•Over 50% of consumers who follow retailers have used the platform to obtain product info
•―Product Ratings & Reviews‖ & ―Sharing via Social Networking‖ were both seen as very valuable in a recent retail study2
Broader Context79% 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
•Over half of consumers also state likeliness to recommend a company or product after following online1
•Review sites enable consumer-to-consumer reviews—epinions, Amazon, Buzzillions, etc
•Consumers ranked friends/family recom-mendations highest in ―most trusted‖ info3
•Nearly 50% of search marketers use social networking sites to share product content to build consumer awareness5
•81% of consumers receive advice from friends and family about product information
•77% of online shoppers use reviews to make a purchase decision
•Nearly 50% of shoppers have made a purchase decision based on a recommendation through a social network
•Consumers now seek out ~ 7 pieces of info in the purchase cycle – vs. 2-3 in 20024
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www.retailtouchpoints.com/connected-consumer
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Thank You For Your Interest In The Connected Consumer Series
