Retail and me

There has been a lot of interesting discussion around Facebook store. Couple of point-counterpoints on Socialtimes.com (5 Reasons the Time for F-commerce is Now ; Retailer “Express” Launches Facebook Storefront. But Why?)

I think, Facebook offers the volumes of traffic which a few clever marketers will be able to take advantage of. It just isn’t clear what the right way is right now for everyone else.

My bet on Facebook in the immediate future in the ecommerce space would be as a channel to amplify positive stories.

Imagine your best customers speaking to their social circles about the wonderful service offered by you. Visualize the multiplier effect. And this is precisely where I see Loyalty Programmes stepping in.

We can think of a number of ways of executing on this. My initial thoughts:

- To begin with Create a invitation-only community on Facebook for your most loyal customers.

• What does this offer - (1) Exclusivity to the members; (2) A chance for them to speak about you among their social circle (most likely similar to them so possibly good customers); (3) And for you, a channel to reach out to your most loyal customers publicly

- Offer them reasons to be part of the group. (Join the Facebook community get exclusive benefits)

• I’m not hinting at discounts alone. It could be previews or pre-orders or other personalized benefits.
• Or Priority customer care number / email ids
• Or reimbursement of all shipping costs (free shipping)
• Or double / triple the benefits for new customer referral
• Exclusive coupon codes that can be shared
• and so on…

- Make it easy for them to share. Only part of this problem is technology.

• I have seen the non-tech hurdles hurting more often. This is also the reason you see more Likes than comments in Facebook.
• Give them an easy to use pre-crafted messages that can be shared. A FB version, A twitter version, an email version and sms version.

- Involve them in your future plans - range expansion; design changes; testing and more

I’m sure you get the drift.

So, is Facebook part of your Loyalty program initiatives?

Or should I say, Is Facebook at the heart of your Loyalty program?