ZERO FRICTION FUTURE with Facebook - Contra
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
BUILDING A ZERO FRICTION FUTURE with Facebook
Menti.com Fragen
- Wie verändert sich das Shopping Verhalten aktuell während COVID
- Wer denkt, das ist ein langfristiger Trend?
Ann-Cathrin Edelhoff
ANN-CATHRIN EDELHOFF
Agency Partner Manager, DACH
Agency Partner Manager, DACH
Facebook
Dublin, Ireland
FRICTION That item is
currently out
is one of the biggest threats of stock.
to your business Please wait a moment
while we load your cart.
1 in 3
shoppers globally would stop
doing business with a brand
they love after only one bad
experience1
€86B
opportunity cost of
friction in the EU2
1. PwC “Experience is Everything” 2018
2. “40 Cart Abandonment Rate Statistics,” Baymard Institute, Jun 2018. “Retail Ecommerce Sales in UK, Germany, France” eMarketer, Oct - Dec 2018. Exchange rate of USD 1 = EUR 0.87, Oanda.
com, Mar 1, 2019.
3 bn monthly active users
TRADITIONAL CUSTOMER JOURNEY
DISCOVERY PURCHASE POST-PURCHASE
DISCOVERY
awareness | inspiration | browsing | technology optimization
POST-PURCHASE
PURCHASE
PURCHASE consideration | checkout | payment
POST-PURCHASE
fulfillment | support | repurchase
DISCOVERY
DISCOVERY
DISCOVERY
SPARK
LOVE
where people
are open to it
FEED STORIES IN-STREAMDISCOVERY
DISCOVERY
INSPIRE
ACTION
without leaving
Facebook or Instagram
COLLECTION INSTANT EXPERIENCESDISCOVERY
DISCOVERY
MAKE
DISCOVERY
FEEL IRL
no matter where
it happens
AUGMENTED REALITY ADSPURCHASE
BUY NOWPURCHASE
PURCHASE
SHORTEN
THE PATH
TO
PURCHASE
MARKETPLACE SHOPPING ON INSTAGRAMHELP PRODUCTS FIND PEOPLE DYNAMIC ADS
PURCHASE
SWIPE TO
FIND YOUR
STORE
STORE TRAFFIC OBJECTIVEPOST-PURCHASE
POST-PURCHASE
89%
of consumers expect brands
to respond within 24 hours
56.5%
of businesses can’t be
contacted by social media
Source: SAP Hybris, The 2017 SAP Hybris Consumer insights Report, 2017
18POST-PURCHASE REIGNITE DISCOVERY WITH PERSONALIZED OFFERS
TO GET CLOSER
TO A ZERO
FRICTION FUTURE
DISCOVERY – Make it personal and exciting
POST-PURCHASE
PURCHASE
PURCHASE – Shorten the path the conversion
POST-PURCHASE - Build loyalty
20COVID-19 CHANGING CONSUMER DECISION MAKING
The recessionary mindset
Necessity may be driving large purchase Delayers are interested in brand
prioritisation promotions & flexible payments
Which large purchases will you prioritize making first?
(% of delayers for that purchase, Germany) % Purchase delayers who approve of brands
(Germany)
66%
60%
51% 75%
46% 44% 66%
40% 39% 37% 36%
17% 16%
ne
gs
es
e
s
es
es
cs
ns
ts
r
m
nc
Ca
ic
in
nc
ho
igh
ni
io
th
te
ra
ev
Offering flexible payment terms Running promotions / offers
ish
ro
l ia
at
o
yi
tp
Fl
su
td
Cl
c
pp
ct
n
r
ar
In
Va
xu
ur
ar
ele
Sm
ea
ef
Lu
Sm
m
al
m
on
Ho
Ho
rs
Pe
Source: Global Web Index COVID Tracker Wave 3 22nd – 27th April 2020Increasing value rather than reducing price
Main reasons to change stores (Germany)
Store is less crowded 42%
Closer proximity of store 36%
Safety concerns more Cheaper prices 29%
powerful than saving Larger assortment 25%
concerns
Longer opening hours 17%
Special offers 17%
Cleaner store 15%
Better home delivery / pickup services 10%
Source: McKinsey & Company COVID Consumer Pulse Survey, 30th April – 3rd May 2020Lidl are using WhatsApp to help customers find the quietest time to shop
Reduced store visits post lockdown
How are you planning to change
your shopping behavior (Germany)
Consumer Traffic to retail properties
20
49%
0
20
20
20
20
20
20
20
20
20
20
20
20
/20
/20
/20
/20
/20
/20
/20
/20
/20
/20
/20
/20
-20
36%
/02
/02
/02
/03
/03
/03
/03
/04
/04
/04
/04
/05
34%
15
22
29
07
14
21
28
04
11
18
25
02
-40
-60
-80
-100
Germany UK
Spend less time inside Visit stores less Either spend less time or
stores frequently visit stores less
Source: Global Web Index COVID Tracker Wave 3 22nd – 27th April 2020; Google Mobility Data 2020Helping brands with no ecommerce drive sales online
Run advertising on Facebook using Optimise performance using
a retailer's product catalogue signals from retailer site
Collaborative Ads Multi-Retailer ‘Add-to-cart’ AdsIntroducing Shops, your new digital storefront SIMPLE SCALABLE Maintain one unified Get additional global shopping experience reach and distribution across Facebook apps CUSTOMIZABLE Tailor the experience to showcase your brand identity
CHECK IN NOW
SHOP NOW
ORDER NOW
DELIVER ON THE
PROMISE OF NOW CHAT NOW
BUY NOW
BOOK NOW
PAY NOWTHANK YOU
You can also read
