Report: 7 Tips to Help Retailers Get Social Commerce Right This Time
A new whitepaper from TotalRetail (a sister website of Dealerscope's) takes a hard look at what retailers can do to improve their social commerce efforts. And, be honest, any advice on how to up your business's social game is worthwhile at this point, because no one has perfected that art quite yet.
Here's a very brief preview of the paper, which can be downloaded for free right here:
With the rapid growth of social media in the early part of this decade, many marketers, including retailers, saw an opportunity. They surmised that the millions of consumers who had voluntarily raised their hands and declared themselves “fans” of a brand would be the perfect audience to sell their products to. Better still, the entire shopping experience — from product discovery to checkout — could occur within the very same social networks where consumers were spending the majority of their time. A win-win situation, right? Not exactly.
What retailers didn’t realize was that consumers weren’t looking at traditional social channels like Facebook, Twitter, Instagram and Pinterest as a primary place to shop and be sold to. Instead, they went to those sites to be inspired and creative, and to communicate with other people and brands. After all, it’s “social” media. And thus social commerce 1.0 was a bust. Consider that within a year, Gap, J.C. Penney, Nordstrom and GameStop all opened and closed Facebook storefronts. This raises a very valid question: Why is social commerce all the rage when, historically, it’s failed to succeed?