somolo 101: who, what, why (why not), and how to fulfill fashion’s somolo imperative
DESCRIPTION
Facebook. Twitter. Pinterest. iPad. Android. Foursquare. Fashion consumers in greater and greater numbers are embracing social, mobile, and local technologies to enhance their fashion shopping journeys. They have, in fact, issued a SoMoLo imperative. The time for fashion brands and retailers to respond is now. Dave Bruno, Director of Commerce Studies for RedPrairie and Editor of CommerceInMotion.com, digs deep into the behaviors and expectations of this new breed of fashionista, including several tips and tools to help you earn a place in their digital portfolio.TRANSCRIPT
SoMoLo 101Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imperative
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SOMOLO
Who Are These
Shoppers?#CommerceInMotion
WHO
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SOCIALMOBILELOCAL
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Why Should We Study These “SoMoLo” Shoppers?
WHY
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Because They’reEverywhere…
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We WantSocialIntegration!I Yshopping
on my iPad!
GotLocal???
Shopper Demands Keep Escalating…
ScanThis!!
WHAT
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Research Approach
Specialty Electronics Grocery Big Box CPG Other
Study ConductedDecember 1 - 18, 2011282 Respondents
To ask businesses to pinpoint the SoMoLo expectations of their shoppers and how they are responding
Objective
Revenue Breakdown$100M - $500M: 59% Greater than $500M: 41%
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57%expect discounts sent to their phone
46%expect to place orders via their phone
Mobility Matters#CommerceInMotion
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40% expect to use QR codes to access content on their phone
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50%expect to shop via tablet
Tablets AreTriumphant
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38%expect to use social
sites to browse, shop, and buy
(Only)
Social: Sizzling, Or Fizzling?#CommerceInMotion
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28%expect department-specific messages and offers to be sent to their phones when
they are inside a store
Locking In on (Micro) Local#CommerceInMotion
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Retail Has a Long Way to Go to Meet SoMoLo Demands
Place Orders via Smartphone46% 38%
CustomersExpecting
RetailersDelivering
Availability and Pricing on Phone42% 30%
Order Status Updates on Phone44% 30%QR Code Access
to Product Content40% 33%Browse/Shop/Buy
via Social Sites38% 22%Location-SpecificOffers via Phone26% 20%
Dept-SpecificOffers via Phone28% 12%
A Long Road…
13%average
gap
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33% Lack of Corporate Commitment
36% Limited Inventory Visibility Across ChannelsStores Unable to Support New Challenges25%
Inability to Integrate New Channels36%
SoMoLo Roadblocks#CommerceInMotion
WHY(NOT)
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36%Indicate that they are
struggling to choose whichprograms to implement
Where to Begin?
Enabling SoMoLo5 Intriguing Technologies that Can Give SoMoLo Strategies a Kick Start#CommerceInMotion
HOW
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Twitter: Not So “Old School”
Purveyors of exclusive content and
consistent dialog700,000 Followers(10M Facebook Fans)
S/S 2012Launched on Twitter
BEFORE it Hitthe Runway
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Pinterest Brings Bulletin Boards to Life
Board topics range from cupcakes to bathrooms
Retail images dominate
Women outnumber men 4.5-1
Users simply “pin” images they like to interest “boards”
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Fashion’s Formidable Footprint…
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Fashion’s Formidable Footprint…
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Fashion’s Formidable Footprint…
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Fashion’s Formidable Footprint…
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Instagram Makes Phone Cameras Relevant
Wildly Popular Photo Enhancing and Sharing App for iPhone
25Mactiveusers
1.5Mpics sharedevery day
one-tap sharing
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Bergdorf Goodman Makes Instagram Relevant to their Store
• Photo sharing campaign– Consumers use Instagram to
take/edit/post photos of BG shoes in various locales throughout the city
• Primary goals:– Promote newly expanded shoe salon– Brand awareness
Share Your Shoe Obsession“Isn’t that the secret to the absolute perfect pair? You never know what adventures they hold.”
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Customersembraced the campaign…
First 2 Weeks650 Photos8,000 Followers
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Luminate: Content for 3 Trillion ImagesAds, content, social tools overlay online images
“image apps" turn static images into dynamic and interactive experiences
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The Dawn of i-Commerce?
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The Dawn of i-Commerce?Tag Shop
4,000 publishers150M visitors/month30B image views/year
*TechCrunch
Publish
>100 different merchants: Macy’s Zappos, Nordstrom,
Gap, Piperlime, etc.
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The (Social) Google of Fashion
1.3M monthly users (up 500,000/month in 2011)cross-shop apparel, home decorating and kids products
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The (Social) Google of Fashion
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ShopStyle Does SoMoLo
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Extra Credit: Kinect Goes Shopping
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Notes for the Final Exam• Think of yourself as media
– Marketing = Media (not shallow self promotion)– “Always on customers” require “always on” marketing
• Talk to your (target) customers– Understand their tech/social preferences– Reach them on their terms
• Look for ways to add value– Exclusivity, early access, etc.
• Be prepared for some trial and error– Learn from success and mistakes
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Sponsored by…
RedPrairie
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Full Study Now Available Online
http://www.commerceinmotion.com/feature/somolo-imperative
CommerceInMotion.com
#CommerceInMotion
