(2011) social shopping - beyond group buying to delighting & incentivizing consumers

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(Conference presentation as reviewed Greg Williams of Wired UK http://www.wired.co.uk/news/archive/2011-07/15/frontiers-of-interaction) Is Groupon really an exemplar of social shopping? This was the contention of Lynn Teo, the Creative Director and Head of User Experience at AKQA. Her belief is that Groupon, while collaborative, isn't truly social as the site doesn't require interaction between consumers. True social commerce is about bringing shopping to where people connect and connecting people who shop, Teo argued, and shared some insights from recent research she has conducted into what social shopping best practice looks like. Consumers are looking for fun when they're shopping for clothes, and ecommerce sites should strive to prolong that experience by giving consumers a reason to hang around. Teo cited Polyvore, a fashion etailer, as an example of a company that offers customers ways of interacting through pulling looks together and creating moodboards that can be shared socially. Users also looking for a sense of belonging -- people buying fashion online want to find others who share their taste. Polyvore locates others who have similar style, creating a secondary storefront where users effectively hang out and interact. And, just as in the real world where people visit stores to relax, many people shop online for stress-relief; acknowledging this, French Connection launched a YouTube channel that integrates a shopping experience with video. YouTube's annotation feature allows viewers of the video, which features a stylist offering fashion tips, to click through to a product page to make a purchase. The core element to driving sales is content generation: etailers must build compelling, immersive ways, to engage customers and allow them to personalise, post and create. And users should be offered incentives if they make relevant contributions; for instance, if they post a link and a friend clicks through and makes a purchase then there. As with so much of the web, successful social commerce will rely on quality, trustworthy information and ways of engaging users beyond browsing.

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© 2010 AKQA Inc. Confidential & Proprietary 1

Social shoppingbeyond group buying to delighting and incentivizing

© 2010 AKQA Inc. Confidential & Proprietary

Creative DirectorHead of User Experience, AKQA

@Lynn_Teo2

© 2010 AKQA Inc. Confidential & Proprietary 3

© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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© 2010 AKQA Inc. Confidential & Proprietary

Stop.

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© 2010 AKQA Inc. Confidential & Proprietary

Stop.Look.

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© 2010 AKQA Inc. Confidential & Proprietary

Stop.Look.Listen.

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© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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Social Shopping

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©2011 AKQA - Con!dential and proprietary. All rights reserved.

Social Media Commerce

©2011 AKQA - Con!dential and proprietary. All rights reserved.

Social Media Commerce

©2010 AKQA - Con!dential and proprietary. All rights reserved.

Bring shopping where people connect

©2010 AKQA - Con!dential and proprietary. All rights reserved.

Bring connection where people shop

©2011 AKQA - Con!dential and proprietary. All rights reserved.

Social Shopping

© 2010 AKQA Inc. Confidential & Proprietary

Listen.

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© 2010 AKQA Inc. Confidential & Proprietary 2

© 2010 AKQA Inc. Confidential & Proprietary

Use interviews or !eldwork to uncover what consumer behaviors

are inherent in shopping

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© 2010 AKQA Inc. Confidential & Proprietary 18

fun

© 2010 AKQA Inc. Confidential & Proprietary 18

prolong the fun

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sense of belonging

© 2010 AKQA Inc. Confidential & Proprietary 21

!nd others with same style

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© 2010 AKQA Inc. Confidential & Proprietary 24

stress-reliever

© 2010 AKQA Inc. Confidential & Proprietary 24

watch, then buy

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© 2010 AKQA Inc. Confidential & Proprietary 28

re"ection of self

© 2010 AKQA Inc. Confidential & Proprietary 28

personalize and post

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© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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© 2010 AKQA Inc. Confidential & Proprietary

©2010 AKQA - Con!dential and proprietary. All rights reserved.

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© 2010 AKQA Inc. Confidential & Proprietary

Stop.Look.Listen.

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©2010 AKQA - Con!dential and proprietary. All rights reserved.

Stop.Look.Listen.ink.

© 2010 AKQA Inc. Confidential & Proprietary 38

Content generation

© 2010 AKQA Inc. Confidential & Proprietary 39

Quality recommendations

© 2010 AKQA Inc. Confidential & Proprietary 40

Incentives

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© 2010 AKQA Inc. Confidential & Proprietary 44

New business models emerge?

© 2010 AKQA Inc. Confidential & Proprietary 45

Social shopping is here to stay

© 2010 AKQA Inc. Confidential & Proprietary 46

Delightful experiences

© 2010 AKQA Inc. Confidential & Proprietary 47

Delightful experiences

© 2010 AKQA Inc. Confidential & Proprietary 48

Quality, trustworthy information

©2010 AKQA - Con!dential and proprietary. All rights reserved.

ank You

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