Four Reasons why all E-commerce Websites Should Blog
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I like FashionLike.
16 Jan 2012
Since Google revealed that ‘social signals’ could be used to rank regular search results, organisations have been bending over backwards to attract more and more interaction from their online audience. Over the last couple of years this has become increasingly evident and social sharing buttons are now a ubiquitous element on any web page.
Since Google revealed that ‘social signals’ could be used to rank regular search results, organisations have been bending over backwards to attract more and more interaction from their online audience. Over the last couple of years this has become increasingly evident and social sharing buttons are now a ubiquitous element on any web page. Brazilian retailer C&A have now taken things a step further, looking beyond the SEO benefits and aiming to turn all those ‘Likes’ into actual in-store sales by introducing a multi-channel shopping experience. Through a clever new initiative, called FashionLike, the store is able to offer its customers a real time review of clothing. Here’s how it works…. Online: C&A have posted photographs of a number of clothing items on a dedicated Facebook page, where it encourages users to ‘Like’ the ones that appeal to them. In store: Special hangers show the number of Facebook ‘Likes’ each item of clothing has received in a real-time digital display. The aim: To give in-store shoppers an indication of the online popularity of each item. There’s no disputing that C&A have found an innovative way of combining online and offline opinion, however it remains to be seen whether this initiative can deliver a worthwhile return on what must have been a huge initial investment. What do I think? I like it. And more importantly I think I would genuinely make use of it, looking to identify key pieces in a collection or helping with a tricky toss-up between a couple of items. Should I go for the popular jacket with thousands of ‘Likes’, or go under the radar with the jacket with very few thumbs up? Either way, FashionLikes offers some valuable additional insight and I expect to see more retailers developing their crowd-sourcing ideas in a similar vein. If nothing else, it can only help ensure that customers who are unfamiliar with online channels are encouraged to explore the brand’s presence more thoroughly. This in-turn should drive more people to the website and Facebook page, encouraging them to interact, and so the cycle goes on….