Merchandising on

Social and Mobile

Davai.com 03/28/2012

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Overview •  Consumers spend more and more time on

social media and on mobile •  Traditional web shopping solutions are poorly

suited for these channels –  Search-based shopping with its “vending machine” experience

doesn’t work well on mobile –  Social users expect rich content and conversations around

brands and products –  Lack of shopping intent makes both channel challenging

•  Social  and  mobile  needs  high-­‐impact  merchandising  that  tells  a  living  product  story  

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Online  Visual  Merchandising    •  Online  visual  merchandising  allows  merchants  to  create  

an  exclusive  shopping  experience    –  Communicate  brand  message,  showcase  products,  entertain  and  reinforce  an  emoAonal  connecAon  with  a  brand  

•  Targets  a  much  more  lucraAve  “window-­‐shopping”  behavior  centered  on  exploraAon,  socializing,  and  interacAvity    –  Create  conversions  and  sales  beyond  what  today’s  e-­‐commerce–as–vending  machine  models  deliver  

•  Merchandising  apps  are  designed  to  tell  a  product  story,  to  moAvate  browsing,  to  emphasize  demand  generaAon  –  InsAll  the  urge  for  impulse  and  mulA-­‐product  purchases  

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Merchandising  Apps  Lookbooks  -­‐  visual  ensembles  of  products  with  the  ability  to  click/tap  and  buy  inspire  sharing  and  conversaAons    InteracAve  Magazine  -­‐  tradiAonal  editorial  content  with  animaAon  and  video  effects  and  back-­‐stories  that  can  be  easily  navigated    Digital  Catalog  -­‐  visually  arranged  personalized  categories  that  can  be  browsed  offering  quick  navigaAon  to  individual  products    Shopping  Guide  –  lifestyle  or  seasonal  promoAons  of  products  categories  (e.g.  valenAne  day)  that  are  annotated  with  informaAon    Style  Picker  –  lets  customers  create  content  with  interacAve  modules  designed  to  promote  sharing  and  social  shopping    Virtual  Showroom  –  immerse  your  customers  in  a  one-­‐of-­‐a-­‐kind  shopping  experience  using  innovaAve  visualizaAons  and  animaAons    

 

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Create Merchandising Apps C

hann

els

Ret

ail C

onte

nt

Web/Microsite Social Mobile

Templates

Merchandising App

2.  Choose Template

1.  Upload Content

3.  Deploy App

On sale

Free shipping

Buy one / Get two

Price match

Timed sales

Movie

Image Editorial

Programmed  Content   Offers  /  PromoAons   Product  Catalog  

Pla

tform

Social  

Commerce  

AnalyAcs  

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Virtuous  Cycle:  Facebook  

News    Feed  

Ads  

FB    Profile  

Tabs  

App  

FB  Page  

s  

Merchandising  App  

More  fans  &  subscribers  

More  fans  &  subscribers  

More  likes  &  content  

Higher  conversion  

Social  Presence  

Social  Shopping  

Be]er  Targeted  

Ads  

Engaged  Community  

Social  Ad  

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Act  on  Customer  Intelligence  

•  Apps  are  built  on  top  of  a  powerful  analyAcs  service  tapping  the  wealth  of  social,  mobile  and  web  acAviAes    –  Understand  social  interacAon,  product  discovery  and  shopping  

pa]erns  

•  Drive  commerce  transacAons  based  on  the  analysis  of  customers'  online  acAviAes  along  the  social  graph    –  Tap  into  a  new  world  of  customer  idenAty,  presence  and  social  

intent  

•  Deliver  a  highly  personalized  shopping  experience    –  Get  user  preferences  and  presence  data  in  return  

Dashboard   Profile    AnalyAcs  

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Summary  •  Merchandising  Apps  deliver  visual  and  interacAve  retail  

content  to  customers’  preferred  web,  mobile,  and  social  touch-­‐points  

•  SophisAcated  yet  easy-­‐to-­‐create  Merchandising  Apps  deliver  a  consistent  experience  across  all  channels  while  taking  advantage  of  the  unique  capabiliAes  of  different  placorms  

•  Merchandising  Apps  increase  sales,  lid  conversions,  drive  customer  acquisiAon,  build  loyalty,  and  make  your  audience  spend  more  Ame  engaged  

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Campaign  Flow:  Contest  

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Campaign  Flow:  Product  Launch