Social Commerce

Pre-Op Barbie for Sale on Social Commerce Site (Before Fat Ankle Surgery…)

Barbie may have fat ankles (“cankles“), according to boot maker Christian Leboutin, and be scheduled for imminent plastic surgery (literally) so she can fit into the latest Louboutins, but that has not stopped Mattel from launching a new social commerce site that allows co-browsing (ShopTogether by DecisionStep) to boost sales of pre-op Barbie dolls.

Objectification debates aside, what I really like about this site is how Mattel/DecisionStep have made social commerce tools child’s play (literally); simple, intuitive and effective.  In addition to co-browsing, the site includes tools for sharing (forward to a friend), links to Twitter, Facebook and YouTube Barbie feeds, and a most popular (most viewed) page.  All accessible from a simple task bar.

As such, I’d say this Mattel/DecisionStep site represents a gold-standard in social commerce.

Now get over to the site, invite a friend, and muse on Barbie’s fat ankle/cankle condition together…




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Popular Barbie

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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