@crisdresch

about online marketing

Archive for the ‘Uncategorized’ Category

Why should you care about F-commerce?

leave a comment »

Social Media is a great way to engage with your current and prospect customers, creating a more meaningful relationship that will hopefully lead to higher loyalty and awareness, resulting in increase of sales. But we all know that, don’t we? Well, we should. What we don’t know is if we can go beyond that, and do what we’re actually trying to achieve – sell products.

“If you as a retailer simply copy your website to Facebook without a social strategy, the initiative is most likely to fail.”

Facebook is a powerful platform, according to ComScore “one out of every eight minutes online is spent on Facebook”. So shouldn’t retailers take more advantage of that time? You need to keep in mind that it’s not easy to offer commerce on social media. You need a great app. And more important, if you as a retailer simply copy your website to Facebook without a social strategy, the initiative is most likely to fail.

“The average conversion rate is 3.4%, which is about the same as an ecommerce website”

Now you’re probably wondering, “does this effort pay off?” According to a recent study from Adgregate, it definitely does. The average conversion rate is 3.4%, which is about the same as an ecommerce website. Surprisingly the average order value is $104, with 24% growth each month. These are very encouraging statistics.

You probably heard about Asos Facebook page, it’s one of the brands that does the job best in the UK. They are promoting, presenting and using F-commerce well. Different from Best Buy, which tries too hard to use Facebook’s functionalities, giving the user a poor experience. At the end, if you choose to buy a product, you’re directed to the company’s website. Don’t do that, it confuses the customers and you’re more likely to lose the sale because of the dramatic change in scenarios.

“Shopping has always been a social experience.”

If you think about it, shopping has always been a social experience. This is clearly reflected in ecommerce by the addition of social features such as ratings, reviews and share. On Facebook this can be easily executed, and more importantly, without asking customers to leave the place they feel comfortable with.

“You shouldn’t replace your ecommerce website for f-commerce”

But at the end, it doesn’t really matter how much you sell on Facebook, this shouldn’t be your primarily objective. You still need to focus on engagement, dialogue, letting fans get involved and build your community. Selling products should be a plus in the middle of all that. Because remember: you shouldn’t replace your ecommerce website for f-commerce. At least not now! Maybe in the future the market will be more mature and this will be an option, don’t worry, I’ll make sure to write another article then.

Written by Cristina Dresch

June 10, 2011 at 5:42 PM

Posted in Uncategorized

%d bloggers like this: