In its second-largest acquisition, Amazon buys the company for $970 million.
The e-retailer has debuted widget technology that enables shoppers to ask friends their opinions on fashion and other products directly on a product page.
Due Maternity wanted to help expectant mothers decide on purchases. It also wanted to boost its sales. The retailer decided social media was the answer.
Due Maternity has debuted widget technology that enables shoppers to ask friends their opinions on fashion and other products directly on a product page. Shoppers click on Share with Friends Using SocialNotes, positioned below the Add to Bag button, and a window is displayed asking for the name and e-mail address of a friend. The shopper enters the information manually, or automatically through an interface with popular e-mail services’ address books, and sends a note to the friend.
The widget creates a sticky note-like box on the product page that only the shopper and her friend or friends can see. When a friend receives the e-mail, she can click on an embedded link that takes her directly to the page, where she can write comments in the sticky note.
“Due Maternity has always provided a community where a customer can set up her registry wish lists, share information with friends and learn a lot about her next nine months,” says Shannon DiPadova, founder. “Prior to adding SocialNotes to our site, we enabled sharing just as most sites do, with a simple ‘e-mail to a friend’ link that would pop an e-mail form. That’s hardly social in today’s instant messaging world of ‘Twitters and IMs.’”
Due Maternity says the goal of implementing the system, from social media services provider PopularMedia Inc., is to let shoppers share thoughts, get feedback and start conversations with their friends in the context of shopping-directly on the web page that hosts the content being shared or discussed.
SocialNotes also enables shoppers to post products with notes directly to social network pages and personal blogs.