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BizReport : Social Marketing : October 03, 2013

How wish lists and social sharing may increase holiday sales numbers

As ecommerce has evolved so has the way consumers engage with products. While there is a small number of shoppers who buy any item at any time, many shoppers are using Wish List type organization options. And those wish lists may also hold retail gold for etailers.

by Kristina Knight

Some forecasts predict holiday shoppers will begin hitting stores - both online and offline - before Halloween this year, weeks ahead of the traditional start to the holiday shopping season, Black Friday. And, because ecommerce is expected to be quite strong through the holidays, more retailers are looking for ways to engage and convert. One way? Our expert suggests going social.

"The holiday season offers retailers the opportunity to tap their social channels for wish list functionality that might not be available on their site. Public wish lists, where brands give consumers the opportunity to share products they're interested in, are becoming a trend. Consumers can share their wish list items via Pinterest, Facebook, Twitter, etc. , and brands should encourage this social sharing," said Wacarra Yeomans, Director of Creative Services, Responsys."

For example, Yeoman notes that on Valentine's Day, retailer Barney's asked customers to 'pin' their must-have items onto a Barney's Pinterest board. That interactive element got more people talking about Barney's, about items and pointed Barney's marketers to new campaign elements.

"Brands can also bring this content back into their email program easily, by setting up pieces for people to click on, learning what they're interested in and making the content easy to share. Ultimately, it creates more of a live synergy between a brand and its customers. This is another way to stand out in the inbox and help people think about the products they want and communicate it to their networks," said Yeomans.

Image via Shutterstock

Tags: Responsys, social commerce, social marketing, social sharing, wish lists

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