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Another component driving retail sales is social shopping that is about turning purchases into conversations. Social networks are excited about conversations, not purchases. Similarly, questions around purchases arouse a lot of interest. The second component is getting users to share their shopping experiences with friends on Facebook, Twitter, Email etc.
Allowing users to share their purchases and ask questions about other users purchases helps turn purchases into conversations. Interactions on Facebook have to be drastically different compared to traditional push selling techniques. Push selling techniques will simply not work in social media.
However, if done right, social commerce can enable fantastic ROI. Social recommendation services such as ShopSocially enable users to rapidly spread the word about their purchases. This creates lots of additional traffic to retailer sites. This trend should not be ignored.
They are going the route of places like Rue La La, where the open their boutique at certain times and offer great deals. It’s a good idea, and will definitely have a following. Truth be told, retailers do need to be creative to stand out.
i guess this is great if you already have a strong brand awareness and online following otherwise the investment required to attract enough converting traffic (which takes time) may not be worth it. i presume, as you have highlighted, this is more of a creative brand exercise and its great to see brands thinking this way within digital – swarovski recently opened a ‘pop up store’ online which has a similar feeling of exclusivity about it http://www.swarovski-crystallizedpopup.com/index.php?trends