wemanagesocial retail services

...

Digital Channel Consulting...

Digital Channel Management

Strategy Consultancy Management

Policy Creation

Digital Readiness

Content Strategy

Channel Mapping

Digital Workshops

Training Sessions

Seminar keynotes

Strategy Reviews

Social Moderation

Channel Creation

Escalation Processes

Persona Management

Website: http://www.wemanagesocial.com

Contact Us...

Twitter: @wemanagesocial

Email: [email protected]

Please feel free to contact us at anytime for a chat about how we can help your business succeed in the digital channel...

Office location: wemanagesocial, suite 23/ 102 Albion Street, Sydney, Surry Hills NSW, 2010

The Retail Sector...

The Future of Retail...

wemanagesocial, product & services information 2011, 102 Albion Street, Sydney, Surry Hills NSW, 2010

...Digital Channel Management

Overview

The Australian retail sector is both dynamic and diverse with a multitude of established players and an increasing number of

new entities into the marketplace driven by the availability of new technologies and a dramatic change in consumer

behaviour. The following documentation will provide your company with a brief overview of the current digital and social

trends in the retail sector and further outline some activities that should be undertaken when determining future investment

in this area.

Mobile Devices: Smartphones and hand held devices

like the Ipad are now dominant in the market place and

apps for all platforms are growing rapidly. Allowing for

price comparisons, coupons buying, peer reviews, and

real time detailed product information. Mobile is

predicted to the become the number one point of

contact with consumers by 2020 for retailers.

Trends in Retail

Areas of Discussion Business Planning

Quote...

Social/ Online shopping

Geo-location Marketing

SM banking

Mobile wallets

Micro Payments

SM Soft Selling

Social Media: Consumers are increasingly able to

“like”, “follow” or “join” their favourite retailers online.

They expect discounts, tips, reviews and personalised

deals, they are also expecting to have real time and direct

relationships with their chosen brands. Social shopping is

just getting started and will become the key touch point

for pre-shopping advice and real time shopping activities.


Policy Creation

Digital Readiness

Content Strategy

Channel Mapping

Digital Workshops

Training Sessions

Seminar keynotes

Strategy Reviews

Social Moderation

Channel Creation


Persona Management


Contact Us...




“Almost overnight, the Internet’s gone from a technical wonder to a business

must.” – Bill Schrader, businessman

E Commerce: Although slow to take off in the Australian retail

sector, shopping on line is now seen as a preferred method of

purchasing individual goods by many consumers. Mobile payments,

micro payments and the trends in the online gaming sector will

change the way retailers need to provide access to their products

and services.

Multi Channel: Customers are increasingly turning to a range

of different channels before making a purchasing decision, those

retailers who ensure that all consumer touch points are

consistent, easy to use and optimised will be become the leaders

in the retail sector. This includes emails, web, SMS, in store,

social, product delivery and customer support. 42% of customers

today use at least three channels when shopping or researching

with an intent to shop.

Video Advertising

Emerging Technologies

Viral Marketing

Personalisation & Self Service

Augmented Reality

Ubiquitous Computing

Investment & Innovation

Risk Management

Competitor tracking

Potential new markets

Business Structure & Changes

Creating a Road Map



The Digital Channel

As the digital channel evolves in the retail sector there will be considerable challenges and even greater opportunities for those retailers

wanting to increase their business reach and capitalise on the power of social marketing. Understanding some of the effects social media

and new technology will have on the traditional retail business sector is the first step in building a successful digital plan for the future.

The following gives a brief overview of some of the risks, challenges and opportunities that maybe facing your company today.

Online Shopping

Quote...

“ Social Media puts the “public” into PR and the “market” into marketing”. Chris Brogan,

President of New Marketing Labs, chrisbrogan.com

Risks

8 out of 10 consumers research purchases online. While 42% research online and

then buy online, 51% research online and then buy in-store (Source: Google & IPSOS OTX, September 2010).

The growth in popularity of online shopping is

expected to grow by 5.1% per annum over the next

five years in Australia (IBISWorld).The strong Australian

dollar, low costs, technological advancements and the

willingness of overseas businesses to reduce profit

margins have contributed to the increase in online

shopping at the expense of bricks-and-mortar

shopping centres.

OpportunitiesChallenges

Risks are coming from Global competitors

entering local markets with the required

capital and honed offerings/processes to

capture the online AUS shopping dollar.

GST & Tax concerns within the online sector,

cheap delivery of goods, stronger AUS dollar,

free delivery & return services and many

other areas affecting uptake and confidence.

Hi customer expectations around level of

customer service, personalisation, ease of

use and level of relationship with brand or

business.

Entering the digital market “to late”

Loss of business to non traditional players

Trying to be everything to everyone

Investing in the right areas (time not tech)

Not successfully managing social media

Those who innovate also fail publicly

Predicting trends in SM tech & ecommerce

Building brand communities and advocates

Successfully navigating the digital channel

Learning how to conduct soft marketing

Managing the multitude of channels

Changing business models & processes

Opening up new market segments

Reducing bricks & mortar expenses

Improved market research & feedback

Increase brand/product loyalty

Affect real time consumer behaviour

Support/ improve existing services


Policy Creation

Digital Readiness

Content Strategy

Channel Mapping

Digital Workshops

Training Sessions

Seminar keynotes

Strategy Reviews

Social Moderation

Channel Creation


Persona Management


Contact Us...








Policy Creation

Digital Readiness

Content Strategy

Channel Mapping

Digital Workshops

Training Sessions

Seminar keynotes

Strategy Reviews

Social Moderation

Channel Creation


Persona Management


Contact Us...




The digital channel is accessible even when your customers are supposedly ‘offline’ they are still connected with

the help of mobile and other connect anywhere devices. For consumers, this can be seen as a great cause of

celebration because while they want (if not crave) to be online 24/7 (breathing online oxygen), they still prefer to

live in the real world of warm bodies and relationships rather than in cyberspace.

What does this mean for the Australian retail sector when it comes to determining future investment in bricks

and mortar stores or the digital channel. It means we are now faced with a world where consumers are more

empowered than they ever and the touch points for there interaction with your brand is increasing daily.

Consumers have very high expectations concerning real time access to content and product information, looking

for platforms, services and websites that give them the ability to read reviews, compare prices, locate stock or

share their opinions about a brand.

Todays consumers are now so used to having 24/7 access to a virtually endless amount of “me” focused services

and customised platforms (which are virtually all free) that they find it hard to understand why your business

wouldn’t provide them with the same level of continual service and contact.

Most importantly consumers still want their “real” world to be your primary focus, although the real world is

strongly reflected in their online activities (some would say within their “life support channel”) the digital channel

is still just an extension of their daily lives.

Those retailers who understand that the digital channel allows them to “engage” more effectively with their

customers and is a powerful addition to what they are already doing will be the winners in the online retail

sector, those who already do offline well already be leaps and bounds ahead of their competition in the digital

channel.

The Digital Consumer

Multi-channel consumers who receive information from

more than one source (store, online, mobile, or

catalogue) prior to purchase, spend 82% more per

transaction than a customer who only shops in store

(Source: Deloitte, December 2010).

E-commerce conversion rates have been hovering

around 2-3.5% while brick-and-mortar conversion rates

for fashion retailers have been around 20-25% (Source:

Verdict Research, May 2010).

74% of smartphone shoppers made a purchase as a

result of using their smartphone. Of these 76% have

purchased in-store, 59% online while only 35% have

made a purchase via their smartphone (Source: Google

& IPSOS OTX, April 2011).

Mobile barcode scanning (including traditional UPC

barcodes and QR codes) increased 1,600% globally

during 2010 (Source: Scanlife, December 2010).

Some Stats...




Social MediaSocial Media is often taken to only mean the most popular of platforms such as Facebook and Twitter, in fact Social Media is so much more

than just popular platforms or any one type of online communication. It includes all the direct interaction your staff have with potential

consumers, existing customers, individuals, groups or organisations over the digital channel including blogs, forums, comments online gaming

platforms, chat services and through mobile devices. The retail sector in Australia will need to be aware of and interact with the majority of

these unique channels with a consistent plan, persona and brand message. Building trust while creating open relationships and consumer

loyalty, the capacity to interact in the right manner with the right tonne to the right people at the right time can mean the difference between

digital channel success or failure.

What are our overall business objectives in this space?

What are our competitors doing?

Is our current business structure ready to support the digital channel?

Do we need to invest in development, software, hardware or new resources?

Who do we need to partner with if anyone?

What can we do to be ready for any changes in the digital space?

How long will it take to see results in the social media space?

How do we ensure that the digital channel works seamlessly with existing

Marketing, PR, HR and Customer support efforts?

How do we measure success and ROI?

What are the risk involved in being the leaders in this area?

Some Questions that may need Answering?

“The secret isn’t growing a huge fan base. We believe the more

organic the growth, the more loyal the fans, the more likely they will

be repeat customers.” – Cam Balzer, vice president of marketing at

Threadless

Social Media Strategy “Building a Digital Channel for your

business requires some of the same

activities you would undertake when

opening a bricks & mortar store, only

done with global foot traffic in mind..”


Policy Creation

Digital Readiness

Content Strategy

Channel Mapping

Digital Workshops

Training Sessions

Seminar keynotes

Strategy Reviews

Social Moderation

Channel Creation


Persona Management


Contact Us...




Step 1: ListenNever stop listening to social trends, brand mentions, competitor

activity, industry conversations, social search terms and your own

internal chatter. Never stop reviewing the data and improving

your listening habits.

Step 2: Build

Step 3: Engage

Step 4: InfluenceSocial media success takes time is it not a switch on marketing only

medium. It is built on trust and regular two way communication

between your business and your customers and fans. Building the

channel requires scheduled and continuous activity.

The engagement phase covers all activity that is in direct response to

the your customers request or needs, it goes beyond just broadcast

media and touches on providing quality customer support and the

sharing of information about yourself and your business.

Social Channel Development

Only after you have built the social channel should your start to

affect a level of influence on your followers and fans, this includes

suggesting activities, creating brand advocates, asking for their time,

suggesting that they share and so on.

Quote...




Mobile

Consumers now want to interact with brands on their mobile phones and portable devices, due to an ever increasing reliance on

mobile devices for shopping advice and on the go shopping assistance, todays consumer will not only want to engage with a

brand in this space but will demand that the information and communication being provided is of the highest quality.

From department stores to computers & electronics retailers to luxury fashion brands, marketers are investing heavily in mobile

platforms and mobile only services like coupon generation, geo location and direct real time in store marketing in an effort to

influence people throughout the purchasing process with awareness, engagement, consideration, conversion and loyalty being

the keys to mobile success.

“To utilize social media tools effectively and properly, you must

absolutely generate spontaneous communications in direct response

to what others are saying or to what is happening in that moment.

Be yourself. Be conversational. Be engaged.” – Aliza Sherman, co-

owner of social marketing firm Conversify

Mobile Devices

“The use of Mobile devices for navigation,

content sharing and assistance with

everyday activities is only just the start.

With the advent of the mobile wallet and

more advanced real time applications, the

mobile device will become the most

powerful tool an individual can possess.”


Policy Creation

Digital Readiness

Content Strategy

Channel Mapping

Digital Workshops

Training Sessions

Seminar keynotes

Strategy Reviews

Social Moderation

Channel Creation


Persona Management


Contact Us...




Step 1: AssessAssess how mobile devices fit into the overall business strategy and your

daily objectives. Evaluate your options, consider current IT architecture

and any current use of mobile devices - supported or not, define how

mobile fits into the digital strategy and channel.

Step 2: Research

Step 3: Build

Step 4:Market

Building for the future requires a high level of research into current trends,

device predictions, platform changes, emerging market areas, required

partnerships and mobile marketing / promotional activities. Research

should be aimed at determining what is likely not what is now.

Once defined a business mobile solution/application or M-site should be built

by a vendor or internally if the resources are felt to be of a high standard.

Usability, Accessibility and overall Functionality should be the key drivers

when building a mobile service for customer engagement.

Be sure to have a social and offline marketing campaign ready to promote

the new mobile service or application, fast adoption and “viral” uptake are

essential for ROI and ongoing customer engagement and loyalty.

Quote...




Channel Strategy


Policy Creation

Digital Readiness

Content Strategy

Channel Mapping

Digital Workshops

Training Sessions

Seminar keynotes

Strategy Reviews

Social Moderation

Channel Creation


Persona Management


Contact Us...




CRM & Database

Legacy Systems

Retail Stores Customer Service

Digital Channel

Websites Social Media Mobile Devices

There has been much talk about the development of a multi-channel focus in the retail sector and although this should be

considered when planning for the future of any business or group WMS do not believe that this is always the right answer to

maintaining business growth and ensuring that Your Company invests in the right areas while remaining competitive. It is

important to understand why traditional “Australian” retailers are currently losing ground to the online “only” competitors and

why overseas retailers are claiming new markets with little effort. WMS see this fall into two main areas of advantage: quality

Customer Service and Competitive Pricing.

Mailing Lists

VIP Members

Vendors

Events

Staff

Window Dressing

Products

One off Sales

Above the line

Marketing

Complaints

Returns

Information

Product info

Online shopping

Blogs & forums

Product info

Affiliate programs

Wall updates

Shared links

Brand communities

Sales support

Campaigns

Geo-location

Apps

Reviews

Sharing

Price Compare

Remove Obstacles Innovate & Share Improve Services

Investing in mobile applications, online shopping

gateways and social media interaction, will form the

building blocks for each of the you Brands as we

move into 2012 but more importantly they will need

to be supported by a digital channel business model

that is focused on providing a positive shopping

experience.

To be competitive in the pricing and service area the

your business may need consider divorcing its bricks

and mortar efforts and pricing from its online pricing

model.

Focus is needed on the delivery and return services

currently available in Australia and globally, can your

business do this better? as customer now look for

convince over wanting to shop locally.

Partnering with third party sellers or services,

providing a great online reach and delivering digital

channel “only” deals..

Social Media needs to more than just a promotional /

Marketing tool, it needs to have some bite and

personality. It should allow customers to own and

direct the activities of your brand.

Online retailers are only successful

when they start their thinking from

“what does our customer want” rather

than what does our business do and

what do we want to have our customers

do. Removing anything that makes it

hard for a customer to buy can be a cost

effective and instant success. .

Providing ease of use is important,

selecting the right products to sell

online, improving the way the your

business manages the online sales and

customer service experience are all more

important the building a sexy portal or

creating a sensational marketing

campaign.

Loyalty can be the most valuable

commodity a business or brand can

have, putting a clear strategy in place

that ensures a high level of customer

service both online and off-line takes

time, effort and the education of your

staff. Business powered by Customer

Service “work”.

Areas we will Discuss..


CRM

your business

Store Staff Online Mobile

Mobile purchase

Get Directions

Shared Deals

Browse Products

Comment or review

Check Prices

Augmented Reality

Location based sale

Pay with Mobile wallet

Earn loyalty points



The Brand

On-line Shopping

Get Directions

Products Reviews

Compare prices

Share Deals

Comment / Complain

Become a VIP

Social media status

Customer Service

Product information

The human touch

Seeking advice

Shared conversation

Represent brand

Product Experts

Touch & Feel product

Shopping Experience

Instant purchase

Seeking advice

Window dressing

Cross selling

E-mail campaigns

Traditional mail outs

Membership points

Loyalty programs

Direct marketing

Consumer Touch Points...

Engagement...

View on Smartphone

The consumer will interact with your brands through a multitude of devices platforms and channels for a variety of different reasons.

Ensuring that when they do chose to interact the information, communication or content you provide is available consistent and easy

to use is the first step in optimising your digital channel.

The second step requires more than just the adoption of new social media channels or the creation of new profiles or technology

solutions. It requires a universal strategy that provides your business and its brands with a consistent approach and proves to your

customers that you’re their here for the them, available open and providing excellent customer service, competitive pricing and

exceptional product delivery.

Search the Internet

Walk Into a Store

Receive some mail

Join Social Media

Receive an SMS

Call Customer Support

Read a Blog or Review

Shop Online

The Customer

Website: http://www.wemanagesocial.com Email: [email protected] Twitter: @wemanagesocial


Policy Creation

Digital Readiness

Content Strategy

Channel Mapping

Digital Workshops

Training Sessions

Seminar keynotes

Strategy Reviews

Social Moderation

Channel Creation


Persona Management


Contact Us...




The Customer has a

variety of ways to engage

with your brand or be

engaged by your brand.

The digital channel

should be setup so that

this experience is

consistent and on all

touch points.

Individual Brand M-sites

Optimised social search

M-commerce Services

Social Media Interaction

Online Customer Support

Location/time deals

E-commerce websites

Product Delivery Service

Customer Membership

Each Brand will need to

further investigate their

consumer audience and

often trial niche areas of

service to see what

works best for their

target audience and

available product range.

Future growth is often

dependent on price and

service not technology.

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