Ex­plor­ing the so­cial side of the shop­per

Point of Purchase - - IN-STORE ASIA -

One of the highlights of the In-Store Asia 2012 con­ven­tion was the men­tion of so­cial me­dia by all the speak­ers and dis­cus­sion of the role it did played in the life of the shop­per her­self. Here we had Nicholas M. Du­dyn­skay ‘Mike’ EVP, Global Direc­tor of Re­tail Mar­ket­ing - Leo Bur­nett World­wide to speak ex­clu­sively on the same - “To­day’s So­cial Shop­per: What they re­ally want”. Mike gave a solid method to the so­cial me­dia mad­ness by pro­vid­ing a frame­work for a brand’s so­cial me­dia strat­egy by iden­ti­fy­ing the so­cial shop­per’s need, cor­re­lated th­ese needs to dif­fer­ent cat­e­gories and dif­fer­ent so­cial me­dia plat­forms.

Yo­gesh Ka­math Nicholas

M. Du­dyn­skay ‘Mike’ EVP, Global Direc­tor of Re­tail Mar­ket­ing - Leo Bur­nett World­wide started his note by say­ing - “Five years ago peo­ple were talk­ing about on­line, they said ‘you have to be on­line,’ and it took 5 years for peo­ple to ‘kind of’ de­fine their on­line strat­egy and now peo­ple are say­ing, ‘you have to be on So­cial Me­dia’” which got the au­di­ences nod­ding as Mike spoke on the topic - To­day’s So­cial Shop­per: What they re­ally want. Mike then es­tab­lished the fact that ‘ev­ery­one’s on so­cial me­dia’ and went on to ad­dress the most per­ti­nent ques­tions in this space – where do we go from here and how do we use it? The pri­mary role of so­cial me­dia, said Mike, was brand build­ing and de­fined it pre­cisely as – “So­cial me­dia is where your cus­tomer shares his/her ex­pe­ri­ences with friends”. It can’t re­place a brand’s mi­cro site or web­site. Here he shared an in­stance wherein one of his clients failed mis­er­ably when they tried to do their trans­ac­tions on Face­book. “Peo­ple go to Face­book to share and not to buy,” Mike said fore­warn­ing au­di­ence from such an ex­pen­sive mis­take which re­sults out of mis-defin­ing so­cial me­dia. For the next few min­utes Mike shared some in­ter­est­ing fig­ures that built the premise for his fur­ther talks:

96% of peo­ple who are on­line use so­cial me­dia

42% in­cor­po­rate so­cial me­dia into the shop­ping jour­ney

93% of them re­ceived a pro­mo­tional of­fer from a friend

54% of the peo­ple who in­cor­po­rate so­cial me­dia in their shop­ping jour­ney use so­cial me­dia in-store

51% are from the same group are on Twit­ter real time Af­ter some num­ber crunch­ing that proved be­yond doubt that so­cial me­dia has the po­ten­tial to in­crease the cus­tomer base ex­po­nen­tially, Mike took the au­di­ences through a re­search con­ducted across 1500 on­line shop­pers and 700 so­cial shop­pers. This also in­cluded 100 plus heavy so­cial shop­pers with whom a qual­i­ta­tive re­search was con­ducted dur­ing Jan­uary 2011 and the 4th quar­ter of 2011. The learn­ing from this re­search helped in defin­ing the needs that so­cial me­dia serves and ef­fec­tive so­cial me­dia plat­forms across dif­fer­ent cat­e­gories and Mike went on pro­vide a frame­work for the dif­fused con­cept of so­cial me­dia thereby di­rect­ing brand and re­tail­ers to­wards the ques­tion of, ‘How to use so­cial me­dia?’. This frame­work was ti­tled ‘The So­cialShop Guide’. The study an­swered the three most per­ti­nent ques­tions in this space:

Nicholas M. Du­dyn­skay, EVP, Global Direc­tor of Re­tail Mar­ket­ing

Leo Bur­nett World­wide

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