E-commerce ’embracing the concept of community’
Value of websites with high ‘footfall’ beings to be recognised in new ways (Kate Billinghurst}
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An increasing number of online brands are using their sites in order to establish a sense of community, it has been suggested.
David Smith, managing director at Interactive Media in Retail Group, emphasised that e-commerce bosses are realising the value of getting their customers talking.
“If you have got a brand which has got enough regular eyeballs seeing that site and enough people behind that brand – then obviously retailers will be looking to utilise the exposure they have to that number of consumers,” he explained.
Mr Smith revealed that the likes of Asos, Amazon and eBay are already making use of their customers in a rather unique way.
“It’s almost like the store having a concession within a department store,” he suggested.
Such companies then have the potential to expand their businesses even further in order to build on the success of their e-commerce activities, the marketing expert added.
Asos recently revealed that its total sales for the 12 months leading up to March 31st are up 35 per cent to £223 million.
Meanwhile, retail sales for the 19 days to April 19th were up 56 per cent overall and 25 per cent in the UK.