E-retailers must focus on their specific goals and examine a vendor’s reputation and market expertise, not referrals.
The retailer allows shoppers to sort SKUs based on what Facebook users Like.
What products most please consumers who shop with apparel and home accessories retailer Urban Outfitters Inc.? Now it is easier to find out because the retailer’s web site allows consumers to sort SKUs based on what its Facebook followers have clicked that they Like.
The retailer has put the Facebook Like button integration at the top of the UrbanOutfitters.com site.
The retailer, with more than 313,000 followers on the social networking site, uses its Facebook page to offer Facebook follower discounts, such as 15% off orders of at least $75, highlight merchandise, and share tips on clothing care.
The Facebook Like feature resembles the one used by Levi.com’s Friends Store. It highlights merchandise that a consumer’s friends have clicked that they Like, as well as what other consumers on Facebook have clicked that they Like. Both sites do so by leveraging Facebook’s Open Graph, a series of plug-ins that retailers and other sites can use to weave the social network into their sites.
Facebook’s Open Graph helps the social networking site gather data from both within its site and the broader web, enabling Facebook to present Facebook members with more relevant ads.
Urban Outfitters is No. 53 in the Internet Retailer Top 500 Guide.