»  Shoppercentricity

While f-commerce continues to lead the digital shopper marketing push for retailers and manufacturers, it is quickly becoming obvious there are critical differences between f-comm successes and duds. From a recent NY Times article, Doron Simovitch of SortPrice offers 7 f-comm tips:

• Engage users creatively (and consistently) with likeable wall posts to support your f-commerce offering
• Provide exclusivity with promotions, discounts and sales that are exclusive to your Facebook fans
• Attract new fans with added incentives with one-time promo codes, coupons or discounted shipping for those Liking your page
• Solicit input by asking your fans directly how you can improve the f-commerce experience
• Make Facebook a PR tool with wall posts that provide news beyond retail – such as charitable and community service initiatives
• Incorporate Facebook into Customer Service by enabling customer product reviews, a forum to share shopping experiences, and proactively, publicly and transparently addressing customer concerns
• Keep an eye out for new features and tools with new f-commerce tools such as flash sales, group-buy offers, and contests – designed to may the f-commerce experience more fun and social

While there is benefit for brands to have a f-comm presence, it is important to ensure your strategy reflects the unique opportunity the Facebook shopping experience provides. It is not just another commerce outlet - it is an opportunity to engage your audience, allow them to interact with your products through unique offers and provide compelling incentives to purchase and share.