I read an article in Marketing Week recently which explored the new buzzword of digital marketing, ‘Social eCommerce’.
Social eCommerce is the integration of eCommerce and social media and it’s a movement that has really taken off in the past few months. However, I do wonder whether this concept has been introduced to the digital mix too soon, especially at a time when some retailers have not even mastered the art of providing good transactional sites and many websites still remain difficult to navigate and fail to entice customers to buy their products.
Amazon is one of the first companies to embrace social eCommerce and they have definitely earned that right, as advocators of the eCommerce explosion.
So what have Amazon actually done?
Amazon has launched a new program that lets shoppers access their Facebook pages directly through Amazon.com. The program allows them to receive personalised movies, music and book recommendations based on the preferences listed within their profiles on the social networking site. The application also keeps track of friend’s birthdays and can automatically provide you with gift suggestions based on their listed preferences.
Amazon, sensing the backlash about privacy, has already promised not to share information with Facebook or any outside sources. However, despite this promise, there still seems to be scepticism about other companies going down this route and it remains to be seen how popular this new feature will be.
Whatever the cost, brands in this day and age need to be continuously demonstrating that they are moving with the times and this is probably why Amazon have been prepared to take the risk.
Please let us know if any of you have had any experiences with social eCommerce and whether you feel it will take off.