Jason "Retailgeek" Goldberg presentation from Channel Advisor Catalyst 2015.

1. PRESENTED BY
The Social Revolution:
Driving Sales with Social Proof
Jason “Retailgeek” Goldberg

2. The Problem: Trust
#Catalyst2015,

3. #Catalyst2015,

4. Trust
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5. Trust
Earned'
Owned'
Paid'
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6. #Catalyst2015,

7. 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
#Catalyst2015,

10. Home Depot Lowe’s
Model # 46113101 Model # 46110001

11. #Catalyst2015,

12. #Catalyst2015,

13. #Catalyst2015,

14. Always-On Consumer
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15. #Catalyst2015,

16. RIP: Price Obfuscation
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17. TransparencyObfuscation
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18. How People Used to Shop
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19. #Catalyst2015,

20. Which Hard Drive Should I Buy?
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21. How People Shop Now
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22. 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,

23. “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
#Catalyst2015,

24. The Cause: Mobile
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25. #Catalyst2015,

26. Mobile Traffic Last Month
57% 50% 57%
Source: comScore #Catalyst2015,

27. 61%of time on all retail
websites is on mobile or
tablet
Source: comScore #Catalyst2015,

28. 10%of all e-commerce
sales came from
smartphones in the
store
Black Friday

29. 3.8%
Mobile Gap
3.1% 1.0%
Source: Monetate EQ4 2014 #Catalyst2015,

30. The Solution: Social Proof
#Catalyst2015,

31. #Catalyst2015,

32. A principle of persuasion: “people
want to follow the lead of individuals
around/like us.”
#Catalyst2015,

33. Social Proof
Brand
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34. #Catalyst2015,

35. Social Proof
Brand
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36. #Catalyst2015,

37. #Catalyst2015,

38. #Catalyst2015,

39. #Catalyst2015,

40. #Catalyst2015,

41. #Catalyst2015,

42. #Catalyst2015,

44. #Catalyst2015,

45. #Catalyst2015,

46. No Social Proof
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47. Social Proof
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48. Better Social Proof
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49. #Catalyst2015,

50. Q&A
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51. User-Generated Content
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52. #Catalyst2015,

53. Target Awesome Shop
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54. Walmart Trending Products
54, #Catalyst2015,

55. #Catalyst2015,

56. #Catalyst2015,

57. JackThreads “Busy Shop”
57, #Catalyst2015,

58. Social Proof Offsite
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59. #Catalyst2015,

61. #Catalyst2015,

62. #Catalyst2015,

63. #Catalyst2015,

64. #Catalyst2015,

65. #Catalyst2015,

66. #Catalyst2015,

67. Social Proof In-Store
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68. Social Proof In-Store
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69. Social Proof In-Store
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70. Social Proof In-Store
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71. Social Proof In-Store
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72. Social Proof In-Store
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73. 7
Social Proof In-Store
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74. Social Proof In-Store
(coming soon)
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75. Social Proof In-Store
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76. Rating summary
live from website
Digital Fact Tag
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77. Digital Fact Tag with NFC
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78. Digital Mirror
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79. It’s Only the Beginning
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80. 4,000 years ago 20 years ago
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81. Questions?
Jason.goldberg@razorfish.com
@retailgeek
#Catalyst2015,