Short post. Big point. Why have some social media stores of big retail brands failed?
Simple. They had no compelling value proposition – there was no compelling reason to choose to buy from them – mostly because they were simply clones of existing e-commerce sites – selling the same products for the same prices with the same promotions and in the same place (online and one click away from the social media news feed).
If you want to sell successfully in social media, you’ll need one of these 4 key value propositions:
- Something First – Give social media followers access to new products first (Burberry)
- Something Unique – Give social media followers something different, only available to them (Oscar de la Renta)
- Something More – Give social media followers a bonus when they buy (EA)
- Something For Less – Give social media followers a discount when they buy (Zynga)
What’s your social commerce value proposition – the true, unique and compelling reason to buy from your social media store?