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Social SaturdayThe more you share, the more you save.
University of PennsylvaniaMaeve Flynn, Alison Miller, Greg Reiner
Executive SummaryMaking Shopping Social Again
Millennials are not satisfied by current retail options for Black Friday shopping
This creates an opportunity for Macy’s to develop a more convenient, fun, and social experience around both online and in-store Black Friday shopping for Millennials
We are proposing an integrated marketing campaign involving a mobile app, online sales promotions, and in-store savings, communicated to Millennials through entirely digital channels
Our campaign will drive Millennials to shop at Macy’s during Black Friday weekend 2013 and will reinforce Millennials’ perceptions that the Macy’s brand understands their needs
Millennials Desire a Different Shopping Experience By 2017, Millennials will have more purchasing power
than any generation has ever had Currently Millennials have $170 billion in purchasing power
Hyper-social More than 3x more likely than Boomers to turn to social
channels when looking for opinions about what to buy
Endlessly curious about what others are doing, buying, and enjoying 84% of Millennials report that user-generated content has at
least some influence on what they buy
Less responsive to traditional advertising
Desire brand engagement
http://econsultancy.com/us/blog/8806-how-social-influences-millennials-shopping-decisions-infographic
No Brand Has Successfully Tailored Black Friday to Millennial ShoppersNo retailer has bridged the gap between the
social, online shopping experience and the in-store, brick-and-mortar Black Friday shopping experience
Clicks Success Bricks Success Clicks & Bricks Success
Fab.com: Sales conversion rate tripled after implementation of ability to share and post photos of purchase history
Target: Won Mobile Marketer’s 2012 Mobile Commerce Program of the Year by allowing shoppers to scan top selling toys’ QR codes to order at a later date
No One: Huge opportunity for Macy’s in 2013
http://www.forbes.com/sites/ciocentral/2012/08/28/in-defense-of-social-shopping-driving-sales-and-loyalty/http://mashable.com/2012/10/05/target-qr-codes/https://corporate.target.com/discover/article/Target-awarded-mobile-commerce-program-of-the-year
Black Friday Does Not Meet the Needs of Millennials The nature of Black Friday weakens incentives to visit
brick-and-mortar stores as opposed to Macys.com
Black Friday does not support the Millennial style of convenient, social shopping
Primary Research Millennials Study, February 2013 (N=44)
However, Millennials Do Connect with the Macy’s Brand
Primary Research Millennials Study, February 2013 (N=44)
The results yielded by our survey of Millennials on the Macy’s brand did not indicate any negative brand associations
The Answer: Social Saturday 2013 at Macy’sSaturday, November 30th, 2013
The more social Millennials make their shopping, the better the discounts they receive Mobile app Our Macy’s released November 1st Online sales Friday, November 29th
In-store social deals Saturday, November 30th
Millennials Can Be Reached Through New Media
Method of Brand Influence on Millennials
Data Point Macy’s Targeting
Smartphone apps 3.62X more likely than the average customer
Our Macy’s App
Recommendation or information from blogs or social networking sites
3.47X more likely than the average customer
Our Macy’s App: Virtual Closet, Digital Ads, Social Media Integration
Recommendation from Facebook friend
83% of Millennials Our Macy’s App: Social Closet, Digital Ads, Social Media Integration
Digital advertising Average 6.0 brand lift for digital vs. 4.6 for TV; Millennials are the only generation to be more affected by digital than TV
Digital Ads, Social Media Integration
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Next_Generation_Strategies_for_Advertising_to_Millennials
Users can connect with one another to become “Macy’s Mates”
Build-your-own Virtual Closet Virtual Closet can be public to all Our Macy’s users or
only to a particular user’s Macy’s Mates Users select potential purchases and outfit
combinations and can buy online and/or request feedback from Mates or other users “Must Have” & “Tell Me What You Think” racks Mates can tell each other what they think by giving
Stars to selections and outfit combinations Mates can choose to share Virtual Closet on social
media sites or by email
The Our Macy’s App: Preparing for Social Saturday
OurMacy’s
The Our Macy’s App: In-Store on Social Saturday Mates come to Macy’s together and check in at their store
location
Map of store and in-store GPS Mate locator
Mates message forum After checking in, a group-wide message feed is created for all
connected Mates to use Message forum has pre-programmed status updates to report
shopping progress
Photobooth Mates can take photos with custom Macy’s themed backgrounds
and post them on social media Photos are posted to in-store display screens in real time Macy’s discount awarded for making their photo public on social
media
OurMacy’s
Share
Friday, Save Yourself the Stress: An Online Experience Offer Our Macy’s users larger online shopping discounts on
Friday, November 29th
Give customers store credit for making their online purchase history public on Our Macy’s
Encourage Macy’s Mates to view each others’ wishlists to make the gift-purchasing process more convenient
Use Friday’s online sales to then promote Saturday as a time to share the in-store shopping experience with friends Upon making an online purchase on Friday, users receive a
discount code for Saturday in-store shopping
Social Saturday: In-Store Deals & Experience Connected* Macy’s Mates receive discounts for
checking into the store together The larger the group of connected* Macy’s Mates, the
larger the savings
Place additional tri-fold mirrors throughout stores and signage to remind customers to use photobooth feature of Our Macy’s app at mirrors
Photobooth feature posts photos directly to in-store display screens and social media sites
Display QR code on the racks of top selling items to allow customers to post potential purchases to social media or to save in their Our Macy’s Virtual Closets
*connected at least 1 hour prior to check in on Social Saturday
Macy’s Social Saturday Campaign Will Lead with Millennials Millennials shop and interact with brands
differently than other consumers have in the past
Macy’s must develop a method to engage with Millennial customers to reflect an understanding of this unique consumer group
Our campaign defines Black Friday weekend as a time for both online engagement and in-store shared experiences
This will set Macy’s apart as the brand that continues to evolve in order to meet the needs of the changing American consumer
Thank you!