Reveal: the true Reveal: the true power of social for e-power of social for e-commercecommerce

Vanina Delobelle, Ph.D.

March 2011March 2011

Vanina Delobelle

Meet Marinda

Who is she? What do we know about her? What is she buying? What isn’t she buying but that she would like to have?

Let’s discover her shopper

DNA.

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She buys offline and loves

to spend her Saturday afternoon

once in a while doing window

shopping.

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She buys online, she browses, she dreams, she creates lists, she reads about products, she reviews.

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She has friends and she always shares her

good deals with her best friends.

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She happened to participate to

some auctions on her mobile. She

also checks her messages and goes to

Facebook via her mobile. She also plays

Angry bird occasionally.

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She sometimes buys for her husband too.

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With all she does, we can start capturing her information in 3 buckets:• Her tastes• Her habits• Her aspirations

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Generic data

Tastes• Interests in products• Interests in categories• Hobbies• Situation (mom, a son, married…)

Purchases data

Habits• What she shops• How often• Where• For which Amount• Which Categories• Which Sizes

Browsing data

Aspirations• What she likes but she never buys• Brands• Categories• Quantities (are there lots of things that she wishes to have)

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By following and recording all the activities from Marinda, she

becomes less mysterious and the brand can draw her

Shopper DNA map.

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• Beauty• Clothing• Fitness• Painting• Books• Bedding and bath • Games• Electronics• Accessories• Movies• Jewelry

• Kanebo• L’Occitane• Sothys• Next• French Connection• XBox

• Women Clothing• Intimates• Food• Bedding and bath• Dinewares• Tires

• French Connection• Next• Food• Clothing• Apostrophe• Cannon• Whole Home• Sally Lou• Jaclyn Smith

• Women Clothing• Intimates• Bedding and bath• Beauty• Jewelry• Movies• Shoes• Furnitures

• Bare escentuals• Dyson• Michael Harding• Guerlain• Sothy• L’Occitane• XBox

We learn what she likes, what she is interested in and who she is.

We learn what she likes but that she never buys on this site or simply has never bought.

Actions: Coupons about deals and promotions, samples, participate to auctions

Actions: Special groups giving access to special sales. Get the customer informed about the next coming collection for a brand she likes already and that she advocates..

Actions: Site recommendations across the browsing experience.

We learn what she does and what she actually purchases for.

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But how to get to know Marinda’s

dreams?

Vanina Delobelle

Create entertainment

Offer her fun during the entire experience.

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Create seduction

Seduce her by the overall experience at any moment.

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Create dreams

Get her to dream about the product she likes and how she would feel having it.

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Create mobility

Let her be connected and reminded of you at any moment.

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Create Community

sharing

Let her meet people who can reinsure her.

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Create discovery

Let her find products that she does not even know you do carry.

Vanina Delobelle

Create content

Let her read all about you and your products…EVERYWHERE.

Vanina Delobelle

Create frequency

Provide her fresh information generating recurrence and addiction to your site.

For more conversations…For more conversations…www.vaninadelobelle.comwww.vaninadelobelle.com

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