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The Social Retailer: what ‘social’ means for the future of commerce

Most retailers are having a tough enough time keeping their inventory fresh and up to date, let alone trying to figure out how to leverage the newest, latest, greatest social platform for reaching potential customers. The good news is that leveraging the social web isn't about hopping on the newest, latest, greatest social platform. It's about thinking about your business - internally and externally - as a social organization. And what does that mean? Tara Hunt, one of the pioneers of the social web will talk about how to become a social organization without having to keep up with Twitter and how harnessing the innate socialness of the web can help you connect with your customers and build your business.

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The Social Retailer: what ‘social’ means for the future of commerce

  1. the social retailer:what ‘social’ means for the future of commerce by Tara Hunt,
  2. what is the promise of the social web?
  3. NOT the promise of social
  4. NOT social(this is embarrassing)
  5. “What is that thing we can do to help make our customers’ lives simpler, less confusing, lessalienating, more efficient, more meaningful and just plain better?” THE promise of social
  6. step 1.who is your customer?
  7. who is she? and more importantly: WHO ARE YOU?
  8. a strong brand identity is more important now than ever:
  9. In the age of self-expression, branding becomes an evenmore important exercise. If you don’t know who YOU are, then how can you expect your customer to identify with you?
  10. the good news: there are lots of ways to connect now. the bad news:you still think it’s all about you and your needs.
  11. step 2.who is your customer? what does she need?
  12. number 1.motivation
  13. the what’s-in-it-for-me model made laid paid will this bring me will this make me can I make a living by popularity? will I get more desirable to him/ doing this? will I getfollowers? points? will her? will it discounts? will I getit validate my talent? make me more free stuff out of it? will can it help me jump attractive? will it land it get me that coveted the line or cross the me the man/woman job? velvet rope? Will it of my dreams?make me feel special?
  14. “I know what women want. They want to be beautiful.” Valentino
  15. fashion is aspirational
  16. goodclothesopen all doors thomas fuller
  17. number 2.ease her mind
  18. credit:
  19. in other words... It’s not your customer’s job to put you first. The world doesn’trevolve around you, it revolves around her. How can YOU make life easier for HER?
  20. fun (though slightly sexist) idea to make shopping more pleasurable for everyone. <-----------------many stores are implementing mobile POS in order to cut down on big queue’s to the cash --------->
  21. customers aren’t complicated. they want: 1. great customer service 2. good value 3. convenience 4. a fast finish
  22. step 3.who is your customer? making it happen
  23. case study 1.ASOS17.5 million unique visitors a month 8 million registered users 160 countries 2011 sales: £146.5 million CREATIVITY
  24. next day delivery!ASOS identified early on that range and free shipping are the most important factorsfor their customers - so they spend £60M per year on free shipping plus stocking one of the largest ranges of fashion merchandise online.
  25. ya think that pastelsare on theircustomers’ minds? important to note: ASOS built a brand and customer loyalty BEFOREthey built a community with FashionFinder
  26. case study 2. FAB1 million registered users in <5 months 4.5 million users 2012 projected sales: $100 million (already surpassed $300k/day) CURATION
  27. “Everything we do has to be well- designed,” the CEO (of said.“Social can’t be a bolt-on; it has to be part of the core experience and designed really, really well.” VentureBeat
  28. case study 3.modcloth 600% annual growth rate $20 million sales/year $45 million raised in VC COLLABORATION
  29. “Susan Koger said ModCloth’s growing success has beento understand their customers and knowing exactly whatshe wants rather than taking a one-size-fits-all approach.”
  30. be the buyer
  31. $500 in cash production + same of your piece your garment will be sold on Modcloth.com1900 designs submitted in under 2 weeks.
  32. more collaboration examples:
  33. case study 4. brooklynindustries $25 million sales/year online & offline (15 stores) built without any funding FAST FASHION
  34. “As fast fashion continues to win over shoppers, more specialty retailers like Brooklyn Industries, which traditionally freshened merchandise just a few times a season, find they, too, must speed up their turnaround cycles.”
  35. who is your customer?
  36. current buying model: step 1. stimuluscustomer has a need. i.e. “ooooo, love that dressmy friend pinned. Would love something similar, but less expensive.” step 2. research (zmot) customer spends time researching options:searches, reads reviews, goes between favorite stores, asks opinions, reads magazines...etc step 3. decision (fmot)customer finds that perfect thing and orders it. step 4. experiencecustomer receives item, experiences it, may post reviews for others to learn from..
  37. stimulus + researchbuyosphere gives customers a platform to send out a public search inquiry that can be answered by their peers OR by the designers/ brands themselves.
  38. designer: julia stanescu gorgeous hand-made, unique clutches designed with love by talented Romanian designer.Fabulous discoverymade because Juliareceived the signal. No traditional search would turn this up!
  39. in summarywho is your customer? the social retailer
  40. SummaryIt doesn’t matter which buzzword, trend, bandwagon, etc. you jump onto, youneed to understand the following to be a social retailer:1. The core question: “What is that thing we can do to help make our customers’ lives simpler, less confusing, less alienating, more efficient, more meaningful and just plain better?”2. who is your customer? who are YOU for that matter? BRAND matters more and more. connecting with your customer means you are helping her express who she is...3. what does your customer need? what’s in it for her? what does she need other than to buy one of your products/services? the more you know about her, the better you’ll be able to answer this one...
  41. Case Study Overview1. ASOS - built their success by spending their $$ on satisfying the basic need of their customer: quick & free shipping. now they are co-creating editorial to help new customers.2. FAB - built their success on putting their customers’ happiness at the core of everything they do. Curation and creating ‘smiles’ is the key.3. MODCLOTH - is building their success because they collaborate with their customer to merchandise.4. BROOKLYN INDUSTRIES - is looking to be more successful by responding to the needs of the customer: the demand for fast fashion (locally)5. BUYOSPHERE - is all about connecting people looking for unique items with designers and retailers offering unique items. we are building our success on connecting treasure hunters with treasure makers.
  42. Tara HuntCEO &