Facebook targets retail market even more

Facebook is continuing in the pattern of getting more retailer son board, and not just through advertising. Last month we mentioned they were conducting a pilot case study in the states, with brands like Starbucks, where you could buy online to send to your friends as birthday gifts etc. Facebook now seems to have gone a step further in recruiting retail affiliates and companies.

They have recently announced a new ‘WANT’ button. Much like the ‘LIKE’ button that all of us on the social media platform will be very familiar with, the ‘WANT’ button fashions the same sense of personal stampage. Retailer pages will be the first to display the button, as well as another new one called ‘COLLECT.’ These latest pilot additions form part of the new ‘COLLECTIONS’ feature for and designed specifically for retailers online. Retailers will now not only be able to keep tabs on their most popular products, but they will also be able to upload and create a catalogue on Facebook using brand new functionality of the site and its tools. Brands currently involved in the pilot study are Victoria Secret, Neiman Marcus and Pottery Barn – very large chains and brand names in the USA.

We are a little sceptical. It seems Facebook is starting to move away from what it was originally set up for and more into the business market side of things. As if Mr Zuckerburg doesn’t have enough money already, is he trying his hand at something that in future years, could ultimate make company websites obsolete? OK, so you can’t actually purchase anything from Facebook at the moment, it sends you offsite. Does this mean then that they are trying to compete directly with Pinterest, gathering items that you ‘like’ and ‘want’ to put into your sidebar of ‘collections,’ sharing these with the rest of your Facebook friends?

It seems like Facebook has now become a word and a place of ‘normality,’ where it’s almost standard that you’re part of the Facebook family. It seems that the frustration and annoyance of adverts down our sidebar has gone unnoticed and the greedy minds behind the brains are after more…money is the main driving factor here. How it works is a little more difficult, but we’ll try and simplify it as much as we can: Users will basically be offered the chance to make purchases from a retailers catalogue of products when they ‘like,’ ‘want’ or collect’ a product from the ‘collections’ section of the page. Details of product/item/interest is then shared with your friends and associates on the social media site.

Granted, at times it may seem like a good idea to marry up an item seen on the Facebook page of e.g. Topshop to a quick buying solution tab ‘Want’ or ‘Collect,’ but how much will it work? The pilot is under way and we suppose it will only be a matter of time when we can search, stalk, buy and see what everyone else is buying on a platform with over a billion users. Scary or scarily clever…we’ll let you be the judge of this.

Tags: , ,