�The power of recommendation Internet is now the spheres of commerce online. To take part, community-based eCommerce sites, e-merchants and brands are positioning themselves with one main objective: making the most of these new modes of consumption.
New versions of Wists, Cashstore announced by the end of the year, a U.S. market in turmoil around the social shopping, with the sale of this summer, one of the leaders of the U.S. market category, Kaboodle, for more than 30 million … These signals which shows the growing importance of actors specializing in the Web using the power of recommendation Internet.
In 2006 already, in his opus, “the consolidated blogger or how blogs have shaken the lives of brands,” the agency Mediaedgexia analysed the power of recommendation Internet, more and more evident on the Web. And the question, “give yourself a lot or enough importance to the opinions of Internet users made on online commerce sites, 63% of those interviewed then already met positively. Since then, the trend has not only confirmed, but intensified. “The battle of the Community is primarily a battle of content. It is a phenomenon of substance. There has always been networks. They are now amplified with the Internet that allows everybody to express his opinion, “says Frederic Goubet, CEO of the agency Wunderman. A view shared by Mary Beth Kemp, an analyst with Forrester. “The Social Computing is a broad trend. It means consumers who, thanks to this technology, will be able to make contact and exert a certain influence, “she says. And models of the genre, like Trip Advisor, eBay, Amazon or Apple Music Store shows the path of social shopping and its ability to unite communities of interest around market activities .
On the Internet, concepts are resounding success. Social Computing, social networking, social shopping, shopping community, social commerce, as many words for designer – with significant variations – a phenomenon deep. “There is a penetration of the recommendation in practice. Currently, 45% of Internet users consult the opinions of consumers. Half buys with a notice of the visitor in mind, “explains Alban Peletier, president of Looneo (European market based ecommerce sites). A proportion which is expected to achieve even within two to three years, three-quarters of Internet users .
While the first generation Internet was very focused on the notion of prices, consumer aspects modes changing very rapidly. And see emerge expectations increasingly strong in terms of service and advice. The sites take the measure of these changes. “We are changing our site, because the price is no longer the sole criterion in purchasing decisions,” said Catherine Barba, founder of Cashstore, cashback site launched three years ago. Result at the end of October, a new version of the site was put online. The goal? Making the recommendation of Internet users more visible. “The site Cashstore resembles a Facebook for purchase online. The social shopping is an important development in consumer demand, “said the leader.
The Internet is changing. And modes of ownership networks vary. “Consumers are participating in different ways. Through social shopping of course, but also of publishing, providing advice, and listening, the most widespread attitude, which is to consult the opinions posted by others, “said Mary Beth Kemp.
Already, in tranches ,very recently started ,it is common to use social networking. “This is the category of users who adopts a new priority uses. This has been the case with MSN Messenger, with the video, then avecFacebook, “says Alban Peletier. Some populations that are particularly active, therefore, leaving portends great potential for the deployment of these models. Outre-Atlantic by the way, the social shopping sites like Kaboodle, Stylehive, or Jellyfish, had a round of very rapid development. “The concept is very developed in the USA. We dealt with in the same spirit in France, “explains Ludovic Lecomte, founder of Shopreflex, a leading eCommerce sites Community in France. The site, launched in March 2007, already record 300 000 monthly visits. A result all the more honorable it is due, for the time being, as word of mouth and referral natural.
The Community shopping sites are particularly popular with women. “We are seeing a stronger appetite on the part of women,” says Ludovic Lecomte. A tendency to qualify, however, depending on the type of recommended�eCommerce products, some, like cars, still often dominated by men. But, basically, how to explain this new interest in the recommendation in all its forms? Jean-Pascal Mathieu, vice president of Strategy Nurun agency, notes that “the Internet is itself valued for recommending.” “The fact recommend that promotes and recommends that reassures those who are recommended,” shows there. A note of common sense which takes its full potential on the Internet …
For brands, this is a paradigm shift very important to take time. There is currently great interest and experimentation on these topics, “says Mary Beth Kemp. “Brands are fairly conservative. When you start talking about the power of recommendation, we talk about trade moderated somewhat, setting up process … Things are easy to advocate and difficult to implement, “notes, for its part, Damon Crepin-Burr, director of setting up the agency FullSilX. As for e-merchants also, awareness is there. “It would be blind not to see the beginning of the community in e-commerce. You start to understand how these two worlds can mingle, “recalls Patrick Oualid, director of strategic partnerships within Fotovista. Many e-retailers and put more emphasis on areas related to the recommendation, like Pixmania (see box below). And there are also synergies with the flagship sites of this sector. “The e-traders will want to transform their client member of a community,” says Ludovic Lecomte. To meet these new needs, Shopreflex markets elsewhere in his trademark white platform and is about to sign with two big names of eCommerce, according to its leader.
But on the Internet is the climate of trust which allows the models so-called user generated content “(USD) to be perennial.
Thus, one of the key factors of successful social shopping sites remains, as stated Alban Peletier, “independence and argument.” A condition sine qua non that enables reliable sites to increase their rate of transformation.
At a time when the level of ergonomics sites and connection speeds can produce content online more and more qualitative, “people start to make comparative advertising,” says Damon Crepin-Burr.
And what will be tomorrow? A shopping online to five via messenger? A co-option with its “cloud” of friends before a major purchase? A reinsurance through the advice of an expert surfer known for his position? The changes are underway and impacteront sustainable modes consumer aspects of tomorrow ..
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