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BizReport : Ecommerce archives : August 02, 2010

Top 3 social shopping tips from ThisNext

A recent report from the e-Tailing Group found that half of online shoppers want personalized information and three-quarters make additional purchases when given personalized recommendations. For etailers this is good news. But only if the etailer is ready to take advantage. Here are three tips from ThisNext's CEO Matt Edelman on how to improve sales through social shopping.

by Kristina Knight

thisnext.jpgFirst, converse. Rather than using simple display messages, use your social savvy to start conversations or join conversations which have already begun says Edelman.

"If it were my money, I would put as much of the brand advertising spend toward conversation. There is something to be said for awareness campaigns through display and other units, but more and more we are seeing that that [type] of advertising isn't as effective," said Edelman. "As a brand if you engage in conversation with the user it will grow. A conversation with one woman is worth more than 1,000 women seeing a single banner because the likelihood of [engaging and converting] that one woman is better than converting 1,000 display impressions."

Second, use recommendations. "[ThisNext] helps women discover products they want to buy. [These women] are influenced in what to buy based on recommendations and social actions taken by our community," said Edelman.

Third, customize your content. Edelman notes that, as opposed to straight ecommerce sites which have products and pricing, social shopping hubs offer consumers more diversity. Brands can customize the content and information about their products so that the consumer can engage with the space rather than just float through it. "We're starting to see brands who are interested in social shopping to create on-going dialogue with the women interested in their products. [And] there are custom content options that can give brands more return than typical advertising units," said Edelman.

For more information from the e-Tailing group's survey, click here.

social shopping

Tags: comparison shopping, ecommerce, shopping reviews, social shopping, the e-Tailing Group, ThisNext

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  • Great post. I think that social shopping is an amazing revolution in todays online world. Between the interconnectivity of Facebook's Open Graph and the emergence and integration of Web 3.0 into our online experiences, I am so thrilled to be a part of what is going on. Recently I have also started seeing a lot more businesses using ShopTabs on their Facebook pages to sell products directly from Facebook. I think thats really cool. Can't wait to see this idea spread like wildfire.



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