Editor's Note: Be sure to check out Anthony Viviano's post "The Neuro Science Behind What Makes Us Want" for more information on the principle of social validation.
I need validation! Do these make my butt look big? Do you like this color?
As we all know, many purchases, from cars and homes to clothing and paint color, are collaborative shopping experiences. So If Facebook can comfortably integrated chat in page, why not on an ecommerce page too?
More digital experiences are offering users the ability to elicit someone's opinion at the point of purchase decision. Vans just launched a site that enables users to build custom shoes and invite friends to design with you via AIM and Email and it's catching on. This offers obvious value to both the consumer and brand.
As an avid ecommerce consumer I rely on the wisdom and reviews of crowds in many of my online purchases, but I can think of many times In the past in which I would have liked to have quickly reached out to someone I actually know for advice and opinions before hitting the purchase button. But what do you think? What types of experiences would you or your friends and family find this type of integration useful for?
Sound off! Check out the Vans link and Ad Age article.
Brian Hull
Strategists & Planners
Comments (2)
Even better, what if we could do it from the brick/mortar store? Validation is needed there, as well. Today, kids are MMS'ng pictures of themselves wearing apparel/clothes to their friends for approval - there is a better way.
Posted on April 21, 2009 10:01
Ha, ha! Very good point, and not just for kids either. I know I can't be the only guy out there who MMS' pics of clothes to his wife to get her opinion before I buy them.
Similarly, when standing in a brick/mortar, I'll sometimes access Amazon or other consumer review sites from my phone to help me make a more informed decision. Yeah, there has to be a better way–esp. when you can't get reception in the Men's department of Bloomingdales.
Posted on April 21, 2009 12:24