Some interesting results from e-commerce specialist for luxury brands CreateTheGroup.com (Burberry, Donna Karan, Fendi, Juicy Couture, Louis Vuitton, Marc Jacobs, Tom Ford, Stella McCartney…)
Since launching a social commerce platform for Juicy Couture, called Club Couture, conversion rates have jumped 162 percent. (And non-financial metrics have also jumped; exposure (page views) up 141 percent and engagement (time spent on site) up 150%)
Two social commerce tools, designed to generate peer recommendations;
- Create a Look – Shoppers can mix and match outfits and accessories in a virtual dressing room and browse through “looks” created by other members
- Rate My Juicy – Shoppers are encouraged to upload photos of themselves in their favorite Juicy looks, sharing how they “do Juicy” with others – including on the site and via a Facebook app
CreateTheGroup social commerce tool is a fusion of their CTS/sell and CTS/social platforms.
It’d be ironic if luxury brands, so long the laggards in e-commerce, became pioneers for social commerce. As James Gardner, CEO of CreateTheGroup, notes peer recommendations are far more powerful than brand marketing, a fortiori for luxury brands.