With 350 million members, half of whom log in at least once a day, Facebook is definitely the place to be. Brands big and small have been trying to leverage Facebook’s popularity for some time with few tangible and measurable results.
Like 1-800-Flowers http://www.getelastic.com/first-facebook-sale/, Nine West has created a tab on their Facebook page that lets ONLY fans receive exclusive discounts, browse featured merchandise and ultimately make a purchase. Unlike the 1-800-Flowers strategy, the actual purchase is done at the Nine West website. However, all of the planning, browsing and adding to the shopping bag is done on Facebook.
We’re seeing Facebook evolve from a place to accumulate fans to a place to accumulate sales. Marketers should start thinking differently about the traditional conversion funnel. As we see with 1-800-Flowers and to some degree with Nine West, the conversion doesn’t have to take place at your website. Sometimes it’s just more efficient to let people purchase where they’re already spending time.