Shoptalk 2019 | Facebook
Role: Art Director
The Ask
During Shoptalk 2019, create a FBHQ experience that encourages conversation and intimacy with Facebook’s partners, while showcasing the vast potential of a Zero Friction Future.
Goals
Demonstrate Facebook’s commitment to Retail: clients can drive their business by deepening their partnership with us.
Drive perception: clients will view Facebook as the top growth engine for product discovery, inspiration, and influence on the purchase decision both online and in-store.
Prove that Facebook works for Retail: clients will want to commit to testing roadmaps and budgets to prove that we drive results both online and in-store, solving their biggest business.
Strategy
Commerce Without Barriers
For businesses to thrive in the future, they need to have a seamless consumer journey that creates sustainable customer relationships. At Shoptalk 2019, we’ll invite marketers to become leaders of a Zero Friction Future, in which they can cut out the barriers that hamper their impact on customers.
The consumer journey loop will manifest as a cohesive experience in FBHQ that takes attendees through three distinct activation spaces of Discovery, Purchase, and Post-Purchase.
We will show attendees how solutions from Facebook’s Family of Apps and Services work together to tear down barriers and create a friction-free consumer journey, leaving them inspired and excited to use our products.
Zero Friction Future Activation
The activation area tells the story of Zero Friction and Facebook’s solutions and shows how they fit into the consumer journey.
Two curved wall structures will display the activations, with lounge seating in between to create an open area guest can walkthrough. One of the walls will have a gallery-style display that introduces guests to Zero Friction Future and encourages them to explore the activations.
Floor graphics in front of each display will call out the friction specific to that phase of the consumer journey. After attendees are made aware of the friction, they’ll learn about Facebook’s corresponding solutions through the activation.
Gallery Wall
A gallery-style wall introduces attendees to the concept of Zero Friction. This is where they’ll begin their journey through the activation space and we’ll set up how our products and services are solutions to friction.
People expect a seamless experience, free from inconveniences and friction that turn them away.
They expect things now.
Explore the consumer journey touchpoints—Discovery, Purchase, and Post Purchase—to learn how to eliminate friction, better serve customers, and become a leader of the Zero Friction Future.
Discovery
Key Takeaway: FB Drives Relevant Discovery
Friction: No Way to Touch, Can’t Try on Before Buying
Product: AR Ads
When people can’t touch or try something on, it can discourage them from buying online.
To show that AR ads are a great solution and create engaging discovery moments, we displayed featuring the Michael Kors case study.
For an elevated experience, guests could try out a guided demo of the AR effect for themselves using a phone and digital screen.
Featured Case Study: Michael Kors Sunglasses
Purchase
Key Takeaway: FB Fuels In-store & Online Purchases
Friction: Extra Effort, Wasted Time, Too Many Steps
Products: Marketplace, Instagram Shopping
We integrated the in-store and online retail worlds by staging physical retail products alongside iPads with their coinciding web pages.
Messaging throughout explained how Facebook’s products solve friction points during the purchase stage, making it quick and easy for shoppers to complete transactions.
Featured Case Studies: Sweetums FB Checkout, Spell IG Ad (Save), Milk Makeup IG Ad (Profifile), Nars IG Ad (Explore), Outdoor Voices IG Ad (Video)
Post-Purchase
Key Takeaway: FB Enables personalized re-engagement
Friction: Lack of Support, Can’t Ask for Help
Product: Messenger: 1:1 Booking
After customers receive their initial purchase, brands need to keep them engaged and coming back for more.
An unboxing-inspired display showed how 1:1 Booking on Messenger takes brands beyond delivery with streamlined customer service and booking efforts. Guests could open and close mock packages to discover key information and stats.
Featured Case Studies: Sephora 1:1 Booking Tool, Lego, M&S
