Join in on locker room talk nghĩa là gì năm 2024

https://www.nytimes.com/2016/10/11/sports/what-exactly-is-locker-room-talk-let-an-expert-explain.html

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The New York Times sportswriter Bill Pennington has heard distasteful boasting and crude talk in locker rooms, but never anything that could be described as about sexual assault.Credit...William Widmer for The New York Times

• Oct. 10, 2016

My father was a coach and the manager of a sporting goods store that installed and maintained equipment at athletic facilities. By the time I was in third grade, I had already spent countless days and nights in locker rooms — at colleges, high schools, prep schools, private adult clubs, you name it.

Then I became a football player and track athlete, something that continued into my college years. Until I was 20 years old, it felt as if half my life took place inside a locker room.

Not long after I stopped competing seriously, I became a sportswriter. What was my job day after day?

Hanging out in a locker room.

I’ve been paid to be there — and listen to what is said there — for the better part of 30 years.

Thanks to Donald Trump, the term “locker-room talk” suddenly is widely discussed. It is a pretty broad term; I’ve heard athletes in locker rooms deeply engrossed in conversations on their municipal bond portfolios and what to feed their cats and, of course, traffic.

Trump was recorded talking about forcibly kissing and groping women, and after an uproar, he chalked it up to “locker-room talk.”

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We all know that the expression "putting the cart before the horse” suggests that something is done in the wrong order, but this phrase has taken on a whole new meaning in the age of social commerce.

One of the most jarring stats in e-commerce is related to cart abandonment - retailers lose 18B in revenue due to cart abandonment each year. As a result, brands attempt pushy add-to-cart tactics and abandoned cart reminders that often appear in your inbox within a few hours (when you’re still not ready to buy).

Google recently studied the consumer journeys of thousands of online consumers. From their study, not only did they find that no one consumer journey is alike, but they also found that consumer journeys are taking longer than they ever have.

Their solution for brands: honing in on consumer intent and the ability to predict the consumer intent.

Let's paint the scene:

I recently moved to Los Angeles and therefore am in-market for home decor to fill our new space. I knew the products and budget I had, but was overwhelmed by brands and choice. I didn't buy the first mirror I got an ad for, or splurge on all new bedding using the first discount code in my email inbox.

Instead, I searched on TikTok for home decor reviews, explored interior designer's Instagrams to discover new brands and influencer codes, and asked friends for genuine recs. Over the course of a month, after vetting 20+ options per product and saving each of them to my LA apartment collection on Locker, did I then feel justified to finally make a purchase.

The 18B in lost revenue is a result of 70% of shoppers abandoning their carts.

According to Baymard Institute, a majority of that percentage (58.6% of US online shoppers) have abandoned a cart within the last 3 months because they were “just browsing / not ready to buy”.

58.6% of US online shoppers have abandoned a cart within the last 3 months because they were “just browsing / not ready to buy”.

Baymard segmented out this “just browsing” cohort, and instead looked at the remaining reasons for abandonments to get the following distribution:

Reasons for cart abandonment (ignoring the majority "just browsing" segment).

Baymard Institute states that unlike the “just browsing” segment, a lot of these issues can be resolved purely through design changes.

But while brands focus on improving their checkout process to solve for those 11.4% of abandoned carts, no one is focusing on the 58.6% of consumers who are interested but just aren’t there yet. And in order to do that, brands need to first learn how to understand their consumers and like the Google study said, their intent.

Outside of consumer attention spans being literally 0 seconds these days, let’s breakdown a few other important things:

-Consumers have access to endless information and choice. This means consumers can vet brands across all platforms, compare brands to their competitors, and ultimately choose loyalty to brands based on recommendations from friends or brand values.

-Consumers are influenced thousands of times per day. Scrolling on Instagram and TikTok, emails from brands, recommendations from friends, TV shows, etc.

-Consumers are loyal to the most convenient experience. Brands need to be in all places at once to stay in front of their consumer when the consumer is ready to buy.

This is where Locker comes in. We are solving the 56.8% of cart abandonment and loss of revenue by mastering consumer intent.

We are solving the 56.8% of cart abandonment and loss of revenue by mastering consumer intent.

Here's data in just the past couple years at Locker to back this up.

Locker recently hit a milestone event - 1 million products organically saved to our platform, by 45K shoppers. These shoppers are everyday consumers - they trust peer-to-peer reviews, they likely follow influencers, and many of them are even micro creators themselves.

But what is even more powerful about these 1M products, is that unlike a product on social media that is seen by the singular viewers, products on Locker get multiplied to the masses.

Suddenly, a $50 product that would have been added to cart while browsing and then forgotten, has now been given a new life - exposed to thousands more eye balls and customers who might actually add it to cart and actually checkout.

We're in the age of working smarter not harder, and empowering consumers to share their recommendations with their friends and online communities.

When brands’ products are saved to Locker instead of saved in carts or screenshots, they become a part of a larger ecosystem of shoppers, that we call Locker's Shopper Network Effect.

The metallic cowboy boots outlined in red boxes are examples of Locker's Shopper Network Effect in action.

The multiplier effect of shopping in the open has boundless incremental value, through authentic and organic product discovery, and peer-to-peer recommendations.

While an influencer has the potential to reach their audience, a network of shoppers all saving and sharing creates incredible incremental exposure for brands.

So in reality, a $50 loss in revenue due to abandoned cart isn't just $50, it is also the absence of additional exposure.

The aesthetic laundry detergent outlined in red boxes are examples of Locker's Shopper Network Effect in action.

For example, when a product is saved to Locker from a brand's website, instead of only added to that brand's private cart, it enters a social shopping network for potential discovery, saving, sharing and purchasing.

A unique product saved to Locker is 3.6x more likely to be saved to another shopper's collection.

On average, a unique product saved to Locker is 3.6x more likely to be saved to another shopper's collection. Instead of viewing cart abandonment of a $50 product as a $50 loss, brands need to think of this as a potential $180 gain by encouraging their shoppers to plug into a longer lifetime value of social discovery.

If you're a brand who wants to empower your browsers into becoming a source of greater purchasing influence, we'd love to welcome you as an affiliate partner. Drop us a line at [email protected].