• Share on Google+

As far as we know, no automobile manufacturer has yet sold a car on Facebook.  In the meantime, BMW (UK) is piloting f-commerce with a new popup fan-store selling exclusive limited-edition brand merchandise for BMW customer fans, a personalised ‘Key2Joy’ car key cover for their BMW.

We love this because it’s simple and smart – simple because BMW are selling just one thing, whilst outsourcing all the e-commerce heavy lifting to a trusted e-commerce partner – Amazon (checkout is completed on Amazon).

And smart because selling exclusive limited-edition brand merchandise on Facebook is a cost-effective solution for BMW to test the potential of f-commerce in driving customer retention (by boosting brand loyalty) and customer acquisition (via the referral effect of brand advocacy).  BMW also has fan-store targeting right – existing customers rather than wannabe owners; a key case is useless to a non-owner – whose loyalty and advocacy to the brand will be considerably less valuable to that of an owner (past purchase is the best predictor of future purchase, and advocacy based on personal experience – not hopes – is more persuasive).

If there’s a criticism, it’s that the shopper experience in the BMW popup fan-store is less than wonderful – the look and feel does not reflect either the branding of BMW or Facebook, and typographically it’s a mess.  Getting thrown out to a separate Amazon store to checkout is also less than ideal.  Take a look at Gilt’s fan-commerce store to see how f-commerce should be done.

Now of course, if this BMW pilot is to establish the business case for popup fan-commerce on Facebook, BMW will need a way  of measuring any impact on loyalty and advocacy.  One simple solution would be for BMW to ship the key along with 2 special Key2Joy VIP test-drive invites for the latest model – one for the customer and one for a friend.  Redemption rates would give an indication of the impact of the store.  Another solution would be to add two simple pre-purchase questions prior to checkout for 50% of customers – propensity to repurchase, and propensity to recommend – and then ask the same questions in a mail-in survey for the other 50% when they receive the key.  If Facebook commerce works – the latter will be higher than the former.

Whether or not BMW plan to measure the performance of their fan-store in these or other ways, we don’t know – but running a cost-effective pilot popup store selling exclusive branded merchandise is a first step in the right direction. One to emulate?

 

 

  • Reply
    Author
    F-Commerce – Fad or fixture? « Social Media Monitoring and measurement

    […] store on Facebook to sell a limited edition, personalised, ‘Key2Joy’ car key cover.  Social Commerce Today views the move as ’smart’ because it’s a cost-effective way to ‘test the […]

  • Reply
    Author
    Sandy Kane

    Great post, with more and more people on facebook everyday, retailers should definitely take advantage of facebook commerce. The power of social media is becoming more obvious and its so much easier to connect with your potential customers and build that relationship. We had our facebook page and shop designed by these guys http://www.stunningsocialshop.com and it’s proven to be quite effective.

  • Reply
    Author
    David Murray-Henderson

    I fail to see how Gilt’s fan-commerce solution or offering is any better that that of BMW? if you truly wish to see an f-commerce solution which takes the visitor from initial interest through to sale completion without the need to leave facebook and still maintaining use of your existing merchant services then take a look at a new offering from the Online Ventures Group stable in the form of SiiP from Social Innovations. A demonstration can be seen by logging in to your facebook and searching for “Truffle shuffle” (a retro clothing store) accept the app and you will see the true future of F-commerce, feel free to contact me to discuss further 07811 488494, dmh@onlineventuresgroup.co.uk

  • Reply
    Author
    Consejos para sacar partido a una Facebook Store y al f-commerce”, por Social-buy.com. | El programa de la publicidad

    […] las empresas deben encontrar su “oportunidad” a su nuevo punto de venta. En el caso de la Facebook store de BMW, sería inverosímil intentar vender coches a través de Facebook; pero no lo es el hecho de ofrecer […]

  • Reply
    Author
    Facebook: F-Commerce – Facebook als Shopping-Plattform | Blog zu Facebook Marketing und Social Media | Facebook Marketing Beratung

    […] Social Commerce Today berichtet hat auch BMW UK erste Gehversuche im Bereich des F-Commerce gemacht. Facebook-Fans […]

  • Reply
    Author
    Social Commerce by Definition, a Cupcake or a Bouncing Ball? | Social Commerce Today

    […] BMW Key2Joy – This popup shop sold one item, a “Key2Joy” car key cover to BMW owners and want-to-be owners. The car manufacturer used a popup shop to test whether f-commerce could serve as a means to drive (pun intended) customer loyalty. […]

  • Reply
    Author
    Введение в социальную коммерцию. Часть 1: Что такое социальная коммерция? Многообразие взглядов. | Socialmart

    […] BMW Key2Joy — этот магазин в popup-е продал всего один продукт, автомобильный ключ “Key2Joy” для владельцев BMW и тех, кто мечтает стать владельцем. Производитель автомобилей использовали магазин внутри Facebook, чтобы проверить, может ли f-коммерция служить средством повышения лояльности покупателей. […]

  • Reply
    Author
    Введение в социальную коммерцию. Часть 1: Что такое социальная коммерция? Многообразие взглядов

    […] BMW Key2Joy — этот магазин в popup-е продал всего один продукт, автомобильный ключ “Key2Joy” для владельцев BMW и тех, кто мечтает стать владельцем. Производитель автомобилей использовали магазин внутри Facebook, чтобы проверить, может ли f-коммерция служить средством повышения лояльности покупателей. […]