Social Media Marketing & Retail @LeWeb

Social Media Marketing & Retail

At Tag’by we developed a social marketing platform for physical places with focus on retailers

Retail = only brick and mortarSocial network = mainly Facebook

Hi, I’m Joel Bloch, CEO of Tag’by

A NEW AREA

With Social networks online stores have taken an other unfair advantagethey can address and recruit customers’ friends to their online store through

asimple « share button »…

For years Online stores Online stores tried to copy real storesreal stores

•Basket•Cashier•Sales person•Product trial

Time has come for brick and mortar stores to catch up with catch up with onlineonline

THE CURRENT SITUATION

-10%

-60%

-50%

-30%

-50% -20%-40%

I GOT THE INFO

I’LL PROBABLY

GO

-50% -10%

Shop

You push your online fans to your store...

...with coupons, deals.

HOW MANY FANS......TO GET 1 CUSTOMER ?

Current Social Marketing is Not really adapted

A PARADOX

Retailers hunt for fans whereas they are in their stores PHYSICAL VISITORS ARE THE REAL FANS

• They are willing to share their enjoyment with their friends

• They are under the charm of your sales persons,

decorations, music, atmosphere, surrounded by your products

• They give all their attention, they are in your world (online you are in their world)

HOW TO LEVERAGE PHYSICAL FANS?

Turn them into Brand Brand AmbassadorAmbassador

Recruit fans in storein store +1

Retailers’ challenge

Signage in Store

• Social network STICKER on the window

• QR code to simplify

• Special offer to “like”

1

New Fans from the storeNew Fans from the store but Marketing stays online stays online

You get :

Recruit Fans

One shot to communicate on Visitor’s wall

Make the show2

Valuable posts on visitor’s wall to reach their friends visitor’s wall to reach their friends without any data collection

You get :

• Kellog’s Tweet Store: You pay your product by sending nice tweets

• Diesel product QR codes: You get discount when flash and publish product

“Buy” Customers’ Endorsement

Use Geo-location Service

The Checkin effect3

An external source of visitors coming with (or not) their An external source of visitors coming with (or not) their friendsfriends

You get :

•You recruit with attractive offer

•You count on the sharing feature

•You manage offers and results online

Build a Social Marketing Channel

Social animation in store4

You own fans database, you improve loyalty and leverage You own fans database, you improve loyalty and leverage friends' endorsement for recruitment friends' endorsement for recruitment

You get :

•Add a social spirit to the shopping experience

•Develop fun and enjoyment

•Integrate marketing into Photos and Message publications

YES...BUT HOW TO DO IT?

OPTION #1 :OPTION #1 : Use Smartphone connectionSmartphone connection that holds user Id user Id and get store messageget store message through a QR code QR code or an NFC tapNFC tap

Scan the QR code which host the message

The message is automatically published on your Timeline

2.

3.

OPTION #2 :OPTION #2 : Use In-store Screen connexionIn-store Screen connexion with brand message message and get user ID through an RFID card or any loyalty card

The message is displayed on the tablet or screen, connected with wifi or 3G

Swipe your RFID card with your Facebook ID

The message is automatically published on your Timeline

1.

2.

3.

Good and Bad for each option

Smartphone Smart screens

•A massive adoption but a majority of not connected consumers

•Lack of visibility of the message to appeal the user

•Application to download and accept first time

•New wave digital displays in retail to enhance shopper experience

•Need a physical support of user ID, loyalty card or mobile phone (NFC)

•Need to connect to Facebook first time

A NEW MARKETING AHEAD

BENEFITS

Shopper experienceenhancement

Loyalty program Social recruitment

•Customer’s social network available in the store

•Personalized offers even at first visit thanks to his Facebook profile

•Behavioral info

•Mixed with CRM

•Every social action better qualifies his profile

•Every post is an opportunity to reach customer’s friends

•Branded photos

•Social Wish list

PreparationCreativity

Thoughtthrough

mechanism

Storedesign

Brand impact

Cross channelcommunication

Salesorganization

Piloting phase KPI

A STRATEGIC MOVE

Fan Page publication

Sticker with incentivesin store

Make the show

Geo-location offers

Social MarketingChannel

Send coupons to fans to drive them to store

Quick fans recruitments

“Buy” Endorsement

Use the checkin Effect with valuable offers

A permanent Social animation in store

SUM UP

THANK [email protected]