Post-Purchase Social Media
- by David Dorf
When you make a particularly good purchase, the natural tendency is to share the experience with friends. You show them your cool new toy or garment, then explain how you discovered such a great deal, all the while implying you are the world's most savvy shopper. My wife does it with clothes, housewares, and books, and I do it with wiz-bang techie stuff. Post-purchase euphoria or Buyer's remorse are associated with most purchases beyond day-to-day needs.
So now let's add social media to the mix.
Haul videos are a YouTube phenomenon where a shopper describes their latest haul on video. Blair Fowler, aka juicystar07, is an excellent example. She and her older sister's haul videos have been viewed 75,000,000 times, at times causing particular items to sell out after being showcased. If you're not already on this bandwagon, checkout Blair's haul video from her trip to Forever21.
There are a couple good articles on this trend from ABC's GMA, Slate, and NPR. Some retailers are already sending free products to these fashionistas in the hopes they'll be reviewed on camera.
For those less willing to exert themselves, there's Blippy, a service that automatically tweets your purchases. Similar to Twitter, your purchases are tweeted so your friends can see what you've purchased and your network can make comments. In the example to the right, co-founder Philip Kaplan purchased a gift for his wife from the store Does Your Mother Know, proving the point that the need for privacy is overblown.
Blippy has partnerships with selected merchants like Apple, Amazon, and Netflix and can also get purchases from the credit cards you've registered. When you register, you can configure whether to automatically tweet each purchase, or approve them first. No sense in broadcasting my need for Rogaine, right?
This is a good thing for retailers, as it helps spread the word about purchases and gives other people ideas. Rick just bought an ooma from Amazon. What the heck is ooma? Oh, its like Vonage but no monthly bills. I'm there.
