Retailers shift their ad spending from TV, radio and print ads to digital ads.
The retailer’s Facebook storefront aims to offer the same experience as its retail site.
More retailers are selling selections from their e-commerce sites on Facebook using applications from vendors such as Milyoni Inc. and Alvenda. Some choose a few popular products and many update their Facebook stores only occasionally.
Discount Golf World, however, is taking a different approach. This month the online retailer launched a Facebook shop that is designed to offer consumers all the products and offers they would find on the retailer’s e-commerce site. Discount Golf World, which built the Facebook shopping application in-house, took the layout and general functionality of its full retail site and replicated it on the social network. Now customers visiting the Discount Golf World page on Facebook can shop just as they would on DiscountGolfWorld.com.
Every product on DiscountGolfWorld.com is automatically fed to Facebook as well. What’s more, all pricing updates and changes in inventory levels are automatically synced between the two. The shopping app is also designed so that specials or promos added to the retail site are immediately offered on Facebook as well.
"We found it imperative to design a shopping application for Facebook because it is hard to ignore the millions of potential customers that are on that site daily,” says Matt Boudreau, the retailer’s president of operations. “With that being said, we didn't want to take the quick and easy approach. We designed our application in a manner to give the social shopping customer the same great shopping experience that can be found on our website. We feel it is vitally important to keep all customer interactions with our brand similar in both form and function."