DigiBix is our invite-only event, run every three months for retailers and ecommerce professionals. It's a chance to hear fresh new ideas from industry thought-leaders and themes for the event are based on the burning issues and topics of the time.

Our last DigiBix event ran in February and focused on 'Social & Shopping Behaviour' - as the event is by invite only for a limited audience, we thought we'd share a few things from one of the presentations, by our very own UX Director Chris Jones.

Chris has been involved in digital design for over 20 years, half of that at Blueleaf. He's worked on a wide range of projects and although their nature may have changed, the approach has remained the same - find out who the customer is, what their goals and objectives are and design ecommerce experiences that fulfil these effectively.

Chris started his presentation by talking about the rise of YouTube, looking at the number of followers various social media channels have, compared to YouTube:

  • Facebook = 1.8 billion
  • YouTube = 1 billion
  • WhatsApp = 1 billion
  • Instagram = 500 million
  • Twitter = 313 million

(Active users, September 2016)

Then throw in the fact that on mobile alone, YouTube reaches more 18 to 49-years old than any TV networks and the importance of this channel is clear. We live in a world where the adults of tomorrow are influenced by YouTubers more than advertising, demonstrated by the huge numbers of subscribers some of the big UK vlogging names have, such as Zoe Sugg (Zoella), Dan Middleton (Dan TDM) and Casey Neistat - the latter being best known for his YouTube coverage following a $21k upgrade by Emirates to a first class airline seat which has now gained over 31 million views.

Iceland were another example cited by Chris due to a change in tack last year from celeb-fronted advertising towards social media micro-influencers with the creation of Channel Mum on YouTube, asking vloggers who were sceptical about Iceland to visit their local store and film themselves talking about their experience and the products. With the fact that 35% of young mums are more likely to trust social video content than ad campaigns, you can see why Iceland have gone down this route.

Chris then moved onto the discount supermarket Lidl which experienced 10% YOY growth in Christmas 2016 - impressive compared to 0.7% growth from Tesco and 0.1% from Sainsbury's. Their 'Social Price Drop' campaign was run on Twitter in the lead up to Christmas, promising to drop the price of a different luxury product in response to Twitter mentions. After lobsters dropped to £2.99, 40k were sold in a single day and over 200k during the Christmas period.

The final example from Chris was MADE.com, an online native furniture retailer who have seen a 4% higher order value for customers arriving from organic social and a 16% higher order value from customers who've visited Made Unboxed, a site where MADE customers share photos to inspire others. 

You can read more about Chris' views on social media's place in ecommerce in our latest Inspiring Great Retail report - download your copy here.

If you're a retailer or ecommerce professional, our next DigiBix event is on Wednesday 3 May - sign up now and we'll contact you nearer the time with more details.