There is no denying that Social Media dominates the digital attention of today’s customers- 81% of Americans visit some form of social media daily. This captive audience presents a tremendous opportunity to turn ‘like’ moments into ‘buy’ moments. As a result, Facebook, Instagram, Pinterest, and Twitter have all rolled out some form of buyable posts, pins, grams, and various other shopping opportunities directly in user’s social feeds. While Facebook and Instagram appear to be having some success in this realm, Pinterest has struggled with their shopping platform and Twitter outright abandoned their efforts. Social shopping presents a unique challenge in striking the right balance of social and shopping to make the experience feel natural.
What some retailers have realized is that while bringing the shopping experience into the social realm is important, making their ecommerce site more social is of equal importance. This accomplishes two primary ends 1) Customers spend more time on the ecommerce site 2) Customers make more repeat visits to the site to see what is happening. Both ultimately drive conversion, AOV, and LTV.
Online retailers have known that reviews are a major driver of conversion for many years, but the opportunity for social experiences on ecommerce goes well beyond just seeing how happy other customers are with their products.
Take Zumiez for example: users can create a custom tag, for example “Lit Kicks” and then apply that tag to products on the site. Other users can then see that tag on the product detail page but also use that tag as a search to see all other shoes tagged “Lit Kicks.” The original user might be interested to see how popular their tag is and visit the site regularly, while other users may discover new items they are interested in that have been tagged, perhaps even tagging new items themselves. The whole experience feels organic and genuine- which is critically important to Millennial and Gen Z consumers.
Amazon is also taking a pass at the shopping turned social angle with their roll out of Spark. They’ve once again taken to making their own rules, instead of creating a shopping experience on top of social media platform, they’ve flipped the script and built a social experience on their ecommerce platform. The direction Spark will take in the future unclear, but it certainly has been making waves.
Anchoring social experiences in hyperlocal behavior presents a tremendous opportunity to make your ecommerce experience more social. If you’d like to learn how Radius8 can enable local-social experiences across your digital presence let me know and we’ll schedule a demo to show you how.