Social Commerce

F-Commerce Finds its Groove with Oscar de la Renta (screenshots)

So how do you sell on Facebook?  Well if you’re in the beauty industry, a simple two-step formula is emerging.  First, run a Facebook sampling campaign at launch, and then sell exclusive fan-editions via a pop-up fan-store.  Step one activates fan advocacy, step two boosts and converts the advocacy.

f-commerce formula = Facebook Fan-Sampling + Facebook Pop-Up Fan Store

This emerging ‘one-two’ of Facebook fan commerce has been perfectly executed by fashion brand Oscar de la Renta with its latest fragrance Esprit d’Oscar.  Back in April, the brand wooed fans with a Facebook sampling campaign, and has just followed up with a advocacy-activating pop-up fan-store selling an exclusive fan-edition – a $65 perfume ring featured on the fashion show runway – encasing a solid concentration of the new fragrance.

Fans can buy and complete transactions directly on the Facebook wall via an 8thBridge viral (shareable) e-commerce wall app, or visit the pop-up fan-store – also from 8thBridge – on a tab on the brand’s Facebook page that lies behind a like-gate. Burberry is running a similar ‘1-2’ sampling-then-pop-up fan-store campaign for its Burberry Body fragrance, but missing the smart trick of offering a special fan-edition, selling only the regular edition (extra points though, for making its fan-store international; unlike Oscar de la Renta).

Just as luxury fashion houses have long sold to the masses through fragrances costing just a fraction of their fashion lines, it’s a natural step to continue the model by selling these fragrances where the masses meet, on Facebook.  Oscar de la Renta is looking to offer regular exclusive fan-editions – as does Diane von Furstenberg with Facebook exclusive wraps) – from its Facebook page to groom young Facebookers, some of whom they hope will grow up to become Oscar de la Renta cocktail dress divas.

 

 

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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