We're all starting to buy more stuff online (bit of an understatement Tim!), relying on brand's DTC sites and increasingly the mighty Amazon and Uncle Jeff to drop those smashing brown parcels the day after we ordered. Simples!
But wait! how can you find what you want in Uncle Jeff's mega bazar with it's 343 million items, when you don't quite know what to search for? Let's say you wanted a cold coffee /iced latte/Java cooler/Iced Smachiattisimo (Ok I made that one up) and every brand has used a slightly different way to describe their product in the crusade for differentiation (forgetting that shoppers use the vernacular!)
You bumble search and boom! hundreds of choices. Unfortunately, You may never know that the fabulous 'Solo' cold brew existed because you missed the words 'Cold brew' (which apparently can be used as a noun, adjective, or verb) or the word 'concentrate' (ironic) out of your bumble search - DOH! Solo is ace but you don't know anything about it, or that they do subscription to keep you perennially wide eyed, even on the darkest of Feb mornings.
The key is social commerce or activated social (we're still making words up for it). If you build it, they will not come! ...
unless you also build a road to it!
Simple, sales orientated posts on your social feeds with a 'Buy Now' button will take all of us interested social junkies who saw the picture and one word flash past (something to do with Neural correlates apparently) straight to your listing. Hopefully one or two clicks and 24 hours later, here comes Terry in a Citroen Berlingo who used to fly planes out of Leeds/ Bradford but hasn't gone back . Now that's simples!
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