PRESENTED BY

The Social Revolution: Driving Sales with Social Proof

Jason “Retailgeek” Goldberg

The Problem: Trust

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Trust

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Trust

Earned'

Owned'

Paid'

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Breaches

92 94 130 77 Up to

110 130 4.6 1.1

AOL !

TK-TJ Maxx Heartland Payment Systems

Sony PlayStation

Network

Target Snapchat Neiman Marcus

eBay

2004 2007 2009 2011 2013 2013-2014 2013 2014

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Home Depot Lowe’s

Model # 46113101 Model # 46110001

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Always-On Consumer

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RIP: Price Obfuscation

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Transparency Obfuscation

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How People Used to Shop

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Which Hard Drive Should I Buy?

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How People Shop Now

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Which Hard Drive Should I Buy?

Brand A 96.9% Survival Rate

$199

Brand B 94.8% Survival Rate

$129

Brand C 73.5% Survival Rate

$109

Based on real-world experience of 25,000 drives used in a 24/7 data center by Backblaze.com Amazon pricing, all Prime eligible #Catalyst2015,

“When quality was hard to predict, it made sense to stick with a familiar brand. But when you can quickly

assess the quality of things, loyalty doesn’t help consumers as much.”

Itamar Simonson, Stanford marketing professor

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The Cause: Mobile

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Mobile Traffic Last Month

57% 50% 57%

Source: comScore #Catalyst2015,

61% of time on all retail websites is on mobile or tablet

Source: comScore #Catalyst2015,

10% of all e-commerce sales came from smartphones in the store

Black Friday

3.8%

Mobile Gap

3.1% 1.0%

Source: Monetate EQ4 2014 #Catalyst2015,

The Solution: Social Proof

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A principle of persuasion: “people want to follow the lead of individuals

around/like us.”

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Social Proof

Brand

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Social Proof

Brand

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No Social Proof

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Social Proof

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Better Social Proof

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Q&A

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User-Generated Content

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Target Awesome Shop

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Walmart Trending Products

54, #Catalyst2015,

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JackThreads “Busy Shop”

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Social Proof Offsite

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Social Proof In-Store

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Social Proof In-Store

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Social Proof In-Store

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Social Proof In-Store

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Social Proof In-Store

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Social Proof In-Store

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73

Social Proof In-Store

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Social Proof In-Store (coming soon)

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Social Proof In-Store

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Rating summary live from website

Digital Fact Tag

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Digital Fact Tag with NFC

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Digital Mirror

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It’s Only the Beginning

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4,000 years ago 20 years ago

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Questions?

Jason.goldberg@razorfish.com @retailgeek

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