social-shop-research-overview

How people use social media to shop

96% use social media

© 2011 Leo Burnett l Arc Worldwide

42% incorporate social media into the shopping journey

© 2011 Leo Burnett l Arc Worldwide

And they use social media to enhance shopping beyond the desktop.

% for Heavy / Index Heavy vs. All Social Shoppers

In-store

54% On mobile phone

23% With Geolocation

20% On Twitter/Real Time

51%

Social media has the power to grow your customer base exponentially

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So we asked… Why do people use social media to shop?

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January 2011 Quantitative

1500 online shoppers

700 social shoppers

Qualitative

+100 heavy social shoppers

4th Quarter 2011 Quantitative

1500 online shoppers

700 social shoppers

Qualitative

+100 Facebook shoppers

Two waves of research

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Reasons people use social media to shop – needs Types of social media people use for shopping – platforms Variations in behavior across categories – category

We learned…

© 2011 Leo Burnett l Arc Worldwide

Today we’d like to share a framework that will help you use social media to influence shoppers

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Our study uncovered 8 social shopper needs

8 social shopper needs

© 2011 Leo Burnett l Arc Worldwide

© Leo Burnett and Arc Worldwide 2011

Not all shoppers have similar social shopping needs

© 2011 Leo Burnett l Arc Worldwide

Our segmentation revealed 6 shopper archetypes

efficient sprinter dollar defaulter quality devotee strategic saver opportunistic adventurer savvy passionista

Light Social Shoppers Heavy Social Shoppers

For broadcasting

latest trends, brands

and retailers.

To score fun,

unexpected

content or deals.

To comparison shop

and find savings on

brands she wants.

For reviews and ratings

to help validate choice.

To buy most popular

or convenient.

To find the cheaper

alternatives.

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And each shopper uses social media in different ways to accomplish different things.

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Shoppers with more utilitarian needs

To find the cheaper alternatives. To buy most popular or convenient.

dollar defaulter efficient sprinter

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For reviews and ratings to help validate choice. To comparison shop and find savings on brands she wants.

strategic saver

Shoppers with more informational needs

quality devotee

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Shoppers with more indulgent needs

For broadcasting latest trends, brands and retailers.

savvy passionista

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Shoppers with more impulse needs

To score fun, unexpected content or deals.

opportunistic adventurer

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Address these shoppers needs using social media platforms

Each platform serves certain shopper needs better than others

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Each platform serves shopper needs differently

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Know which platform best serves shoppers’ needs

© 2011 Leo Burnett l Arc Worldwide

Know which social shopper needs and platforms to invest in

Deciding platforms depends on the shopper needs in your category

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burden

Shoppers tell us their needs change based on the category they are shopping passion

routine fun

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burden passion

routine fun

We’ve mapped "over 60 categories and channels

Luxury Cars

SUV’s PDAs

Regular Cars

MP3 Players HDTV

Investment Brokerage Firms

Car Insurance

Washing Machines

Cellular Service Providers

PC’s

Tires Credit Cards

Electronic Stores Shampoo

Bathroom Sinks & Tubs

Video Game System Vacation Destinations

Fine Jewelry Stores

Toys

Designer Clothes Pet Supplies

Hardware Store

Designer Jeans

Specialty Casual Clothing

Warehouse Clubs

Cell Phone

Banks

Airlines Makeup

OTC

Office Supply Stores Fem Care Deodorant

Laundry Detergent

Toothpaste

Bottled Water Gas

Light bulbs Salt Plastic Trash Bags

Batteries

Cereal

Fragrance

Bar Soap Carbonated Soft Drink

Sports Drinks

QSR’s

Ice Cream

Coffee Shops

Beer Frozen Entrees Greeting Cards

Shoes Mass Merchandise Casual Sit Down

Restaurants

Yogurt

Cookies

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burden passion

routine fun

We’ve also mapped social shoppers & needs for categories

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burden passion

routine fun

Giving us some direction on what platforms to leverage for each category need

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Three steps to developing a social shopping strategy

Diagnose your category mindset

Identify your shopper needs

Select relevant platforms 1 2 3

passion passion

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Passion categories "like apparel should "help shoppers:

passion

stay up with trends

share ideas

get inspiration

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burden Burden categories "like electronics should help shoppers do:

comparative research

digest complex information

solicit input from friends and experts

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routine

Routine categories "like groceries should help shoppers:

source local deals

do easy, on-the-spot product comparisons

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fun

Fun categories like sodas and books should give shoppers:

tailored recommendations

hot news and fun ideas

timely deals

reviews that are hard to pass up

© 2011 Leo Burnett l Arc Worldwide

Before you develop your next social shopper program ask yourself . . .

© 2011 Leo Burnett l Arc Worldwide

Thank You

To learn more about this study,

Please contact:

Lynsey Roumell

Lynsey.roumell@leoburnett.com