Sometimes it feels like there’s no space for another social community. Huge and monstrous networks united hundreds of millions people giving them opportunity to communicate and share their ideas. For the past years many companies feel the market demand to integrate their shops into social networks to attract new customers, and let their shoppers share and from the store.
Social shopping and community integration seems like correct and trendy marketing strategy. Indeed, many people look for shopping inspirations among their friends and communities, discussing best deals and boasting their purchases. Many retailers tend to take advantage of large admire products communities spreading word about their brand, shop or both. Huge resources are involved into social media marketing and social sharing.
At some point we come to a position when, chasing for a new customers in large communities, retailers forget that they already have loyal customers and eager shoppers, so why not to build out a community for people you actually have?
With all the social networks put there we carry out one important lessons – people want to communicate and they are willing to accept any communication mean. So how can an e-commerce site owners and online retailers benefit from this lesson and use the knowledge for the sake of their business?
The obvious answer is - create your own Social community and let your customers and admirers communicate right there. People want to communicate, they are looking for information on products in discussion boards, read reviews on 3rd party sites and blogs and others do write the reviews on these blogs – then it’s better to bring together all these people on your e-commerce site?!
There are many benefits for people to become a part of community for your shop/brand:
- Activities and discussions to participate in
- Sharing opinions and feelings among co-thinkers
- Users gain a sense of belonging to a brand
- Encouragements for repeat visits to the site
- Appreciation by a brand owners, special offers and discounts for active users
For e-commerce shop owners onsite Social community is another great marketing tool:
- Communicate with customers directly;
- Collect feedback;
- Reward your most active followers;
- Gain new ideas from customers;
- Encourage customers to write articles, reviews, how-to’s;
- Increase traffic by offering interesting materials right on your site.
Onsite community for e-commerce is a great solution as you still can promote yourself on Facebook, Pinterest, Tumblr, Etsy and so on. But you direct all the traffic to your site and once you have user’s attention, you can keep them communicating and being socially involved right on your site, contributing content and inviting more people. You can also give people discounts for liking you on FB, Twitter, Pinterest, etc.
At a recent Meet Magento Germany event speaker Sherry Rohde (Online Community Manager in Rebellion Media and notable Magento community person) had a great speech on “How can an eCommerce retailer benefit from community?”.
Let us refer to the slideshow:
Native social community solution would add a lot of value to ecommerce site so next time you think about enhancing your shop – enhance it with social shopping tools, such as community groups, customer posts and profiles. With the community growth integrations reward your customers and brand followers with something special, encouraging them for more actions and social involvement. Develop good relationship with your customers, recognize and appreciate their dedication. Give them place and reason to return and stick to you.