From brand storytelling to new commerce opportunities, social platforms offer brands an unmissable opportunity to reach and engage consumers today (social media users passed the 3.5 billion mark in July 2019, as reported by WeAreSocial). Strategy is not always easy to get right, especially when it comes to the tricky issue of attribution. With that […]
UK revenue for Made.com hit £100m in 2018, accounting for 58% of the brand’s turnover. Overall revenue was also up 37% to reach £173 million.
A couple of years ago I singled out Zara as an example of poor in-store customer experience.
Over 200,000 passengers pass through Heathrow Airport on any given day.
Other large airports, including Atlanta International and Beijing Capital, welcome even more.
Though social is now recognised as an integral part of the marketing mix, many still question its place in commerce.
Hannah revealed some stats as to the monetary value of a social shopper, as well as sharing the brand’s channel insight.
Promoted Pins have recently rolled out in the UK, having been trialled in the US since January 2015.
Made.com immediately jumped aboard, extending its use of the social network that has contributed greatly to the brand’s growth.
Here’s how MADE is succeeding with Pinterest…
Social commerce is, to some, an oxymoron.
Why would I want my social networks sullied with special offers and calls to action?
With the ‘buy’ buttons implemented by Facebook and Twitter apparently having little to no success (why keep customers away from retailer websites?) there has to be a smarter way to use social dynamics in ecommerce.
There is. Retailers are starting to use social for retention, enabling their most valuable customers to gain prestige by featuring on the brand’s own website or social network.
Grazia recently launched its own ecommerce store, which came complete with its own social network.
This got me thinking about what brands might gain from running their own social network.
Owning the user data and tailoring the experience to suit your brand are the most obvious examples, alongside the potential for increasing brand affinity and driving up that customer lifetime value.
Let’s take a look at who is using this technology in retail.
I’m not looking at payment here, which NFC has been mired in, merely how the shopping experience can be enhanced.
I’ll get a few things off my chest about what works and what doesn’t. First, a super quick differentiation between the two technologies.
Near field communication (NFC) is capable of two way communication, so payment (a debit and credit) for example, or even in medicine (a tag in your skin could send vital signs to your smartphone), and it works only at short distances. NFC can be used more basically, to simply transmit set information to a phone or tablet.
Radio frequency identification (RFID) has been around for yonks, the tags only transmit information, to an RFID reader (an NFC enabled phone or tablet such as an Android can be used as a reader, but for an iPhone a separate reader is required). These tags have been traditionally used in stock control.
There’s bluetooth low energy (e.g. iBeacons) in the mix, too. However, many of the uses of beacons have been for push messaging to customers.
In this piece I’m not going to be talking about geofencing which can be done with RFID, GPS or low energy bluetooth (iBeacons). I’ll be focusing on active rather than passive engagement, though I’ll discuss iBeacons in my conclusion (as they’re rapidly taking hold in many of the same scenarios).
Right, now that’s taken care of, let’s dive in…
From an interactive value proposition to brilliant product descriptions, there’s much to love at Made.com.
I was taking a look around the site and kept stumbling on things that I consider to be best practice in ecommerce from this pureplay ‘direct to designer’ store.
Take a look at what I found and see if you feel the same way.