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
5
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
