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Our habits as consumers are changing offline as well as online. We "hack" retail by finding loopholes, coupons, deals and tricks that get us what we want. We circumvent artificial boundaries such as borders by "spoofing" locations and we receive products via legal middle-men. At the same time these online tricks are moving offline again with the advent of location based marketing via Foursquare and Facebook. This presentation gives a quick overview of an emerging field that is changing rapidly.
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Socialhow our habits as
consumers are changing
Shopping goes
A quick glimpse into the future
technolgically and sociologically
Retail hacking
Source: Wired US 12/10
Retail hacking
Source: Wired US 12/10
“Hacking” the usual way of shopping by using the internet
Retail hacking
Source: Wired US 12/10
Cupons, sharing special offers, loop-holes, tricks ...
“Hacking” the usual way of shopping by using the internet
Retail hacking
Source: Wired US 12/10
“Shopping is a contact sport”
Cupons, sharing special offers, loop-holes, tricks ...
“Hacking” the usual way of shopping by using the internet
Retail hacking
Source: Wired US 12/10
“Shopping is a contact sport”
“Suggested retail price is a blatant lie”
Cupons, sharing special offers, loop-holes, tricks ...
“Hacking” the usual way of shopping by using the internet
The typical retail hackerSource: Wired US 12/10
The typical retail hacker
Young
Source: Wired US 12/10
The typical retail hacker
Young
High income
Source: Wired US 12/10
The typical retail hacker
Young
High income
60 % earn more than $50.000 / year
Source: Wired US 12/10
The typical retail hacker
Young
High income
60 % earn more than $50.000 / year
“Stacks” methods and offer to use several money-saving tricks at a time
Source: Wired US 12/10
Charlotte HarrisonSource: Wired US 12/10
Charlotte Harrison
38 y. o.
Source: Wired US 12/10
Charlotte Harrison
38 y. o.
Mother of two
Source: Wired US 12/10
Charlotte Harrison
38 y. o.
Mother of two
Competitive personality
Source: Wired US 12/10
Charlotte Harrison
38 y. o.
Mother of two
Competitive personality
Doesn’t necessarily do it for the money
Source: Wired US 12/10
Charlotte Harrison
38 y. o.
Distributes food to those in need
Mother of two
Competitive personality
Doesn’t necessarily do it for the money
Source: Wired US 12/10
Source: Wired US 12/10
“Spends” $78.15
Source: Wired US 12/10
“Spends” $78.15
Pays $1.77
Source: Wired US 12/10
“Spends” $78.15
Pays $1.77
Gets $2.85 refunded for an incorrectly priced red bell pepper
Source: Wired US 12/10
“Spends” $78.15
Pays $1.77
Gets $2.85 refunded for an incorrectly priced red bell pepper
$1.08 profit + $78.15 worth of groceries
Result
Source: Wired US 12/10
Priceline
Priceline
Priceline
PricelineHotel auction
Priceline
PricelineHotel auction
Bid on a price class, not a hotel
Priceline
PricelineHotel auction
Bid on a price class, not a hotel
You don’t know what hotel you’ll get - only that it will have 4 stars
Priceline
PricelineHotel auction
Bid on a price class, not a hotel
Lets hotels circumvent their own pricing rules
You don’t know what hotel you’ll get - only that it will have 4 stars
“Selfsumers will not “work” alone and will collaborate to seek out and decide on their own purchasing preferences through social networking.”
- PriceWaterhouseCoopers 2010
Self-sumer
ipads spread globally via usabox
BBC Iplayer via VPN
US Itunes via ebay and giftcards
They do the hacking themselves
They do the hacking themselvesBut that’s not the only way to do it
Continuation of the hacker mentality
Continuation of the hacker mentality
Groupon does the work for you
Continuation of the hacker mentality
Groupon does the work for you
Group purchasesCertain number must buy, before offer is “unlocked”
Continuation of the hacker mentality
Groupon does the work for you
Group purchases
Declined take-over bid from Google worth $6 billion
Certain number must buy, before offer is “unlocked”
Technology hastens and increases social change
Social change shapes technological development
Social change
Technology
Why now?
Technology hastens and increases social change
Social change shapes technological development
Social change
Technology
Offline again
Offline againwith location based services
Foursquare
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
Foursquare
“If I earn the Gym Rat badge, that says something about me that a couple of stamps on a punch card or scan of a loyalty card cannot.”
Tristan Walker, head of business development, Foursquare
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
Special Offers
Special Offers
Special offers linked to locations (loyalty unlocks, regular price offers)
Special Offers
Special offers linked to locations (loyalty unlocks, regular price offers)
Appear at check-in
Special Offers
Special offers linked to locations (loyalty unlocks, regular price offers)
Appear at check-in
Created by the businesses themselves
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
Safeway & pepsico
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
Safeway & pepsicoNew kind of “loyalty scheme”
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
Safeway & pepsicoNew kind of “loyalty scheme”
Check-in at Safeway and get points on your VonsClub card
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
Safeway & pepsicoNew kind of “loyalty scheme”
Check-in at Safeway and get points on your VonsClub card
Points can be spent on Pepsi-Co products
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
Safeway & pepsicoNew kind of “loyalty scheme”
Check-in at Safeway and get points on your VonsClub card
Points can be spent on Pepsi-Co products
Auto check-in at cash register possible
Source: http://mashable.com/2010/11/19/foursquare-pepsi-safeway/
Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
“People spend over 700 billion minutes per month posting, sharing, Liking, commenting, poking, playing games, and interacting with one another as well as the content and applications that define the pervasive social ecosystem.”
Brian Solis
Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
Statistics!
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
130 friends
Statistics!
On average
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
130 friendsFits quite well with Dunbar’s number
Statistics!
On average
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
130 friendsFits quite well with Dunbar’s number
Statistics!
On average
Connected to 80 community pages, groups, events and Pages
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
130 friendsFits quite well with Dunbar’s number
Statistics!
On average
Connected to 80 community pages, groups, events and Pages
Creates 90 pieces of content a month
Source: Kilde: http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
From e-commerce To f-commerce
From e-commerce To f-commerce
Facebook credits
Social Graph: Your 130 friends follow you round the web
From e-commerce To f-commerce
Facebook credits
Social Graph: Your 130 friends follow you round the web
From e-commerce To f-commerce
Facebook credits
and can be used on external sites (Facebook Connect)
Social Graph: Your 130 friends follow you round the web
From e-commerce To f-commerce
Facebook credits
and can be used on external sites (Facebook Connect)
Our social graph reveals a lot about our purchasing habits
Facebook Deals
Places
Places
Check-in like Foursquare
Places
Check-in like Foursquare
ONLY check-in, no game aspects (points) or reviews
Places
Check-in like Foursquare
ONLY check-in, no game aspects (points) or reviews
Not rolled out globally yet
Facebook Deals
Facebook DealsLinked to Places
Facebook DealsLinked to Places
Shown at check-in
Facebook DealsLinked to Places
Shown at check-in
“Regular” offers
Facebook DealsLinked to Places
Shown at check-in
“Regular” offers
Loyalty based offers
Facebook DealsLinked to Places
Shown at check-in
“Regular” offers
Social offers where several of your friends check-in at the same time as you
Loyalty based offers
Facebook Deals
Facebook DealsLinked to physical stores
Facebook DealsLinked to physical stores
Wrap-up
Wrap-upOffline to online - and back again
Wrap-upOffline to online - and back again
Your friends, activities, “likes” and habits follow you around the web via constructs such as Facebook’s Social Graph
Wrap-upOffline to online - and back again
Your friends, activities, “likes” and habits follow you around the web via constructs such as Facebook’s Social Graph
Turning in to a refined social version of the filtering we already know today
Wrap-up
Wrap-upBoth a new way of showing “traditional” offers
Wrap-upBoth a new way of showing “traditional” offers
... and a way of creating new types of offers: Groupons, expanded loyalty programs and social offers, where your friends check-in with you
Wrap-upBoth a new way of showing “traditional” offers
... and a way of creating new types of offers: Groupons, expanded loyalty programs and social offers, where your friends check-in with you
The most important part of all this is still the experience the customers gets at point-of-sale no matter if it’s on- or offline. This experience spreads even quicker now, because he / she found the offer online in the first place!
http://www.flickr.com/photos/michaelholden/4148616920/
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http://www.flickr.com/photos/27128437@N07/
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http://www.flickr.com/photos/nikonvscanon/474277208/
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http://www.flickr.com/photos/jesusbelzunce/4312734001
http://www.feedblog.fr/wp-content/uploads/2010/02/foursquare1.jpg
http://www.northernlightspr.com/blog/wp-content/uploads/2010/05/iphone1.jpg
http://www.stdmfg.com/you%20are%20here.jpg
http://www.flickr.com/photos/dullhunk/3914761467/
http://www.flickr.com/photos/smileham/3387867021
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