Shop.com looks to build customer communities with blog and Facebook tool
Women’s online shopping mall Shop.com has added new features including a lifestyle blog, a Facebook shopping application and gift registries for multiple stores, to give customers more ways to shop and exchange information online.
The blog, dubbed The Shopping Vine, features “fashion-forward” apparel, unique gadgets and household items, healthy recipes and tips to make running a household a little easier, Shop.com says. The blog will be updated five times a week, and will include a Shopping Pick of the Week. Plans include adding guest expert bloggers, surveys and polls.
“As online shoppers are becoming increasingly more efficient in communicating, connecting, and sharing online, we are constantly reviewing and updating our existing offerings as well as developing and testing new features to help our customers shop more efficiently and more enjoyably,” says Mondy Beller, senior vice president of marketing. She adds that the company is eager to see “how these elements over time will help build communities for our shoppers.”
Shop.com also developed a new shopping application for the social network Facebook. It enables Facebook users to search Shop.com, add products to their wish lists, view their friends’ Shop.com wish lists and share product information.
In addition, Shop.com rolled out upgraded gift registries for its shoppers so they can find, create and manage their own gift registries by selecting products from hundreds of name brand retailers, the company says. Now, shoppers can sort by price, store, and name as well as locate other registries by name and state. Users can manage their own registries through filtered views such as seeing only what items have been purchased.
In another move to keep shoppers engaged, the company has committed to a fourth edition of its online fantasy shopping game, Cart Me Away -- with an unnamed sponsor -- and larger prize values. New features of the game include a voting capability enabling players to select the appropriate date to bring to the company holiday party, as well as mobile alerts.
The interactive game targets women and is designed to test online players’ shopping expertise and pricing knowledge. In the previous edition, players were given a daily spending amount and asked to pick the winning combination of products that best fit that day’s installment of an ongoing shopping soap opera. There was one right combination of products for each day and players got three chances to make a perfect match. Those who matched received instant shopping offers and all players were entered into a weekly drawing for a $1,000 shopping spree.
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