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Using Social Media to Provide Exclusive Deals to Consumers

November 2, 2011 Leave a comment

Oscar de la Renta Perfume Ring

More and more company’s are using Facebook as a way to sell their products to consumers.¬†Oscar de la Renta’s Facebook page is offering a $65 flower perfume ring exclusively on its Facebook page to the company’s fans. This is a unique shopping exclusive and picked up some buzz this morning from sites like Mashable and Forbes.

Many of the brands I like on Facebook have areas on their pages where you can shop directly on a shopping tab. Two examples of companies providing shopping capabilities on their pages are Banana Republic and Express. Express also offers an online version of their catalog on their Facebook page.

Companies have been using social media as a way to communicate directly to consumers and to create a community. Many retailers also offer exclusive deals and offers to fans or followers, which is another great way to build a community around a social media page. Offering not just the capability to shop but offering exclusive items online is a great way to target consumers that are highly engaged in the brand and may be more likely to be excited about this type of offer. Exclusive offers on social media can increase not only the sense of community around a brand, but also move that brand liking into the possibility of sales for the company.

However, according to Mashable.com many companies are losing money on these initiatives because of the costs to create a unique Facebook shopping app. As the cost of producing these application begins to decrease however, this trend is expected to reverse. Brands like Oscar de la Renta will be some of the first to see if this sort of social media e-commerce can be used effectively and be profitable.

-Valerie