A short presentation on how the luxury sector is using social commerce - selling with social media - to drive sales for premium brands, but without discounts and deals and whilst retaining and image of exclusivity

1. 1
Social
Commerce
for Luxury
Brands
From Conversation
to Conversion
Dr Paul Marsden
Social Media Strategist
Syzygy Group
p.marsden@syzygy.net

2. 2
Social Media x
Online media that supports
social interaction and user
contributions
Social Commerce x
Social commerce is a subset
of electronic commerce that
involves using social media,
online media that supports
social interaction and user
contributions, to assist in
the online buying and
selling of products and
services
Social Commerce: Selling with Social Media

3. 3
Social Commerce: Selling with Social Media

4. S
4
Social
Media
Offline Retail
Retail
Store Tabs
Newsfeed Stores
Online Retail
Plugging Retail into Social + Social into Retail

5. 5
Facebook feed YouTube
/ plugins /store channel

offline retail
online retail
retail blog twitter feed
From Conversation to Conversion

6. 6
Retail Sales
Social
Retail + Media
Sales + N
↑ Footfall
↑ Conversion
↑ Order Value
↑ Loyalty
↑ Advocacy
Allows Measurement of Social Media ROI

7. 7
Social Media Luxury
Inclusive Exclusive
Accessible Inaccessible
Popular Elite
User Generated Genius Generated
Cult of the Amateur Cult of Designer
Let Go Stay in Control
But Does Luxury Fit with Social Media?

8. 8
Luxury Brands Don’t
Discount!
Overwhelming Reason (or Don’t Want to be
Most People Connect Seen to Discount)
With Brands:
Deals & Discounts
The Big Issue: Promotions

9. 9
How Can Luxury Brands Shift Stock with Social Media
without Price Promotions & whilst Retaining Exclusivity?

10. 10
Price Promotions 1. Offer Exclusive Access

11. 11
Price Promotions 1. Offer Exclusive Access

12. 12
Price Promotions 1. Offer Exclusive Access

13. 13
Price Promotions 1. Offer Exclusive Access

14. 14
Price Promotions 1. Offer Exclusive Access

15. 15
Price Promotions 1. Offer Exclusive Access

16. 16
Price Promotions 1. Offer Exclusive Access

17. 17
Price Promotions 1. Offer Exclusive Access

18. 18
Price Promotions 2. Offer Exclusive Information

19. 19
Price Promotions 2. Offer Exclusive Information

20. 20
Giving the
Inside Scoop
to Style
Bloggers
Half Half
Price Promotions 2. Offer Exclusive Information

21. 21
Daily Trainer
Sales Up 33%
Price Promotions 3. Offer Exclusive Experiences

22. 22
Price Promotions 3. Offer Exclusive Experiences

23. 23
Price Promotions 3. Offer Exclusive Experiences

24. 24
Social
shopping
tools->
conversion
up 162%
Price Promotions 3. Offer Exclusive Experiences

25. 25
Bringing
the Flagship
Store
Experience
Online
Price Promotions 3. Offer Exclusive Experiences

26. 26
Price Promotions 3. Offer Exclusive Experiences

27. 27
Price Promotions 3. Offer Exclusive Experiences

28. 28
Social & Luxury Fashion
Use Social to Offer...
Price Promotions
↑ Conversion (contra
Conversation)
Exclusive Access
↑ Loyalty (Retention /
Exclusive Information ROI
Lifetime Value)
Exclusive Experiences
↑ Advocacy (Acquisition /
Referral Value)

29. 29
Thanks http://socialcommercetoday.com

30. 30
Appendix

31. 31
PR (Reputation Management) $? (Money Out)
$ (Money In) Internal Collaboration $? (Money Out)
HR (Recruitment) $? (Money Out)
Social Media
Brand Building $? (Money Out)
Sales & Marketing
Social Commerce $ (Money Out)
Customer Service $? (Money Out)
Market Research / R&D $? (Money Out)
ROI
ROI = Money Out - Money In
Why Social Commerce?
Social Media Marketing with ROI