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BizReport : Social Marketing : April 12, 2013

Platform uses community, social to reach local audiences

A new partnership between discovery shopping hub Wanderful Media and retail brands Macy's and Kohl's will likely change how other retailers think about social commerce. Through the partnership, an updated Find&Save circular collection will allow shoppers to make shopping lists and share buys with their social networks, all while pushing traffic to local stores.

by Kristina Knight

"Consumers expect shopping and circulars to adapt to the way they interact with the world," said Ben T. Smith, IV, CEO of Wanderful Media. "Find&Save is opening the door for local retailers to connect with their customers in compelling new ways. Our goal is to drive more shoppers into the store, more often."

The Find&Save circular offers an immersive experience, targeted to local shoppers, who can surf through product pages according to category, retailer or community list; there are local sales features and the platform integrates with the users social network, allowing for quick sharing of items, ideas or deals. Meanwhile, the shopper can create shareable lists with product details; those lists can be shared with friends or kept private.

Perhaps of the most interest is the Community Picks area in which shoppers lists others' have created and shared, making it simpler to see what's hot for a season or to get ideas for future shopping trips.

Tags: community building, online community, social ads, social marketing, Wanderful Media

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