3 ways Social Commerce is changing customers’ buying behaviours.
The way in which people search for products and services is changing.
Since mobile commerce soared into our palms, platforms have been evolving. In a pandemic world, it accelerated Shopping accessibility in-app for Facebook and Instagram. And it’s not stopping there. It's about to evolve again. As Facebook introduces new shopping feature strings to its bow. Artificial intelligence and augmented reality-powered shopping tools are coming. The exposure to brand messaging is changing and the path to buying is not as linear as it once was.
The way in which people search for products and services is changing. Since mobile commerce soared into our palms, platforms have been evolving. In a pandemic world, it accelerated Shopping accessibility in-app for Facebook and Instagram. And it’s not stopping there. It's about to evolve again. As Facebook introduces new shopping feature strings to its bow. Artificial intelligence and augmented reality-powered shopping tools are coming. The exposure to brand messaging is changing and the path to buying is not as linear as it once was.
Nicola Mendelsohn VP for Europe, the Middle East and Africa shared some thoughts with The Drum on embracing the new style of shopping. New features for Facebook include the following, some of these are in testing status and not available in all countries:
Whatsapp and Marketplace Shopping. Trialling in the US. The ability to send customers directly to the shop front from a WhatsApp conversation.
Instagram Visual Search will let users can upload their own photos to search for similar, shoppable items.
AR Dynamic Ads on Facebook will allow users to try on products before buying them. US cosmetic brands like Huda Beauty and Laura Mercier are already using the ads to let customers test lipstick shades.
Brands will also be able to include AR product catalogues in ads to show individual viewers the most relevant products.
Facebook wants to offer the most personalised and relevant shopping experiences. So what does this all mean for the average joe customer and the small business on the online high street? They might not have the mega Ad Creative budgets that the bigger brands do. But using Facebook as a shopping destination is accessible. Let us take a look at three ways your customers' buying behaviour is changing now and in the future...
The Discovery Mindset
Purchase funnels. What are they and why should I bother thinking about them for my business. Traditionally purchase funnels were a way to move a customer from Awareness to Purchase. There were long lead times and fewer moments of distraction or advertising mediums to consider. It was relatively a straightforward line. This is changing.
Mobile and Social commerce allow more and more customers to access products at any time. The whole path to purchase is no longer as traditional. Customers can become aware of a product and purchase it in a matter of minutes. It’s great that small brands have been able to ride this wave, hooking themselves on lower-cost advertising techniques to put themselves in the mobile space.
With the latest introduction of shopping via WhatsApp - which has a more close relationship with customers. The ability for Shopify to be used by Facebook and Instagram no matter what commerce platform provider. The overall scrolling entwined with the shopping experience in Social and Mobile is huge. We need to be thinking about customers' mindset as they may not be aware they are looking for your product or service.
Nicola Mendelsohn refers to this as the moments where people are looking for inspiration. They want to be inspired. This can be a challenge. How can you make your overall experience inspirational for those and engage them in your world when they might not be looking for your product.
You can start by looking at your advertising, driving different creatives to different audiences. Whether they’re new to the brand or have visited your web or social pages recently, think about different ways you could talk to them so you don’t discount their potential purchase power, use segmentation to target them
2. Be bold and release the control
It’s good to be bold, stand for your values and if it feels right go for it with your advertising. If you’re into brand partnerships. Let them take the creative steer. It’s all too easy for bigger brands to get caught up in the ‘what if’ and concerns. As long as there are clear parameters in terms of offensive material and engagement. Letting your brand naturally be a part of conversations. Where people capture, tell and spread stories in a way that is personal to them will really tell the true story of your brand. As well as your values that resonate with these customers. Allow for authenticity and not contrived product/service placements.
Think about ways to open up a conversation, like the good old marketing technique - Word Of Mouth - still so powerful. Think of all those who don’t use Social but actually are recommended products from those who are on the platforms.
3. AR is the future
Augmented Reality. This adds a 3D layer to your product/service. People can feel like they are living and breathing it. Previously I've worked with Brands where we deployed AR to simulate aircraft cabins. The buzz you got from people boarding an Upper-Class Cabin and taking a nose around was incredible. Firmly rooted in a London exhibition hall - the moment was experienced and it felt tangible. They wanted more of it. The ability to create this buzz is becoming more accessible to smaller brands. It is especially key for Travel and Tourism experiences. People want to feel like they know a lot about what’s going to happen. Even the Secret Cinemas have to give something tangible away so customers have a bit of an idea of what’s going to happen. It’s in our human nature.
The connections between physical and digital are converging. How you can light up customers and remain top of mind or drive purchase is so different now. Surprising them with multi-dimensional layers that leaves them wanting to try a new experience or view their new product within their home is exciting and will make you memorable. Embracing new ways of delivering product experience is also key.
https://about.fb.com/news/2021/06/new-ways-to-shop-for-products-you-love-across-our-apps/
https://www.thedrum.com/news/2021/06/22/3-actionable-insights-with-facebook-s-nicola-mendelsohn
