There’s no point recreating your e-commerce store in Facebook, but you need to extract real commercial value from your social audience and increase their propensity to buy. What’s the next step?
THE CHALLENGE
You have an extremely successful CRM-based model and your business is doing very well promoting its offers via email. But what about the thousands of people who want to connect with your brand on Facebook? What can you offer them that’s unique and valuable and, critically, engaging? How about something similar to what the hugely popular members-only luxury lifestyle store Achica are doing…
Achica have a very engaged and vocal Facebook community and they wanted to reward these customers with the chance to bring back some of their favourite ever Achica product promotions. By getting their Facebook fans to put in requests, then vote for the most popular choices, they could stage some exclusive Facebook-only co-buy promotions, which encouraged their social audience to share and engage their own networks.
BuyaPowa have powered an ongoing co-buying channel on Achica’s Facebook page since October 2012. Their social audience is guided through the life-cycle of requesting a co-buy, voting for popular requests, then joining and sharing relevant deals when they go live.
Remember: according to the latest data, only 6% of fans engage with any given brand’s Facebook page. But, on average, the engagement of each of a brand’s 20 most engaged fans is equal to that of 75 less active fans. Achica’s Co-buying channel gave them the perfect tool to inspire and empower a whole new generation of these highly-active ‘superfans’.
By giving their community total control over which promotions are brought back to life in the form of co-buys, Achica are demonstrably listening to their customers. This empowerment creates more and more superfans who regard the Co-buying channel as their own and happily share the deals, bringing their friends – and their friends – into the fold.
We would love to hear from you! We can talk about partnering with BuyaPowa, or your thoughts and questions to do with co-buying.
You can email us at hello@buyapowa.com or if you'd like to hear our silky tones you can reach us on +44 20 3008 4431
