Today’s reading — Gamification and user experience

Today Fash­ion­ably­mar­ket­ing inspired my thoughts. After read­ing the two below arti­cles I was won­der­ing in what other ways fash­ion com­pa­nies could inte­grate gam­i­fi­ca­tion with focus on con­sumer expe­ri­ence into their mar­ket­ing plans. Is the way of Dior, that clev­erly added gam­i­fi­ca­tion to pro­mote new prod­ucts, or what other exam­ples will we see of suc­cess­ful util­i­sa­tion of gamification?

Rise of the Con­sumer Expe­ri­ence Economy

Today, most mar­keters con­sider dig­i­tal mar­ket­ing to be syn­ony­mous with social media. Adver­tis­ers are dis­cov­er­ing, how­ever, that ROIs on social shar­ing and pro­moted posts are not the golden goose that tech com­pa­nies led them to believe. The social econ­omy has declined. Online users’ pat­terns are chang­ing: they no longer use social net­works to broad­cast, con­nect and share their lives. Con­sumers now seek deeper online and offline expe­ri­ences for…read the whole arti­cle on fashionablymarketing

 

Gam­i­fi­ca­tion: Cre­at­ing Emo­tion with Game Mechanics

There is a secret sauce, a core res­o­nance that brands must achieve before they become an inte­gral part of a consumer’s lifestyle: brands must make an emo­tional con­nec­tion with con­sumers. One way to cre­ate this emo­tional con­nec­tion is through…read the full arti­cle on fashionablymarketing

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Pinterest vs. Facebook — who has the more engaged user?

user engagement and conversion rates on facebook and Pinterest

A case study by Boticca.com, a curated online mar­ket­place for emerg­ing design­ers, has given new insight in what kind of plat­form actu­ally dri­ves sales and engage­ment. It iden­ti­fies which social media plat­forms actu­ally are suit­able to be inte­grated into a social com­merce model. This study com­pared Pin­ter­est users and Face­book users as exam­ples for the social and the inter­est graph. Where Face­book con­nects peo­ple that actu­ally know each other, Pin­ter­est con­nects peo­ple that share the same taste and inter­est. The results show that Pin­ter­est users buy and spend more than their Face­book coun­ter­parts, but that their lev­els of engage­ment are lower. Pin­ter­est is, with its visual pin board fea­tures, all about dis­cov­ery and repli­cates an expe­ri­ence sim­i­lar to window-shopping. But once a user clicked through to the orig­i­nal web­site of the “pin” they only use an aver­age of only 14.2 min­utes per visit per user, which shows that the Pin­ter­est user is not as highly engaged on the websites.

See the whole case study here.

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Is the interest graph the key to an engaged user?

Interest graph versus social graph, what creates user enagement

There has been a lot of buzz about the inter­est graph ver­sus the social graph and whether a com­bi­na­tion of both is the key to suc­cess. I was won­der­ing if the inter­est graph really can sus­tain user engage­ment on a higher level than the social graph. Will our rela­tion­ships with like-minded peo­ple we never met in per­son be stronger than those with fam­ily and close friends? I’m wait­ing for new data on how inter­est graph and social graph impact user engage­ment in the future. And of all, how it will impact the fash­ion industry.

Why the inter­est graph is the future of social com­merce

Truly social com­merce, like truly social search, is one of the great unre­alised hopes of the social web. It’s been frus­trat­ingly close for some time but remains.…read the whole arti­cle on The Social Practice

5 Key Com­po­nents of a Suc­cess­ful Inter­est Graph

The inter­est graph has been gain­ing increased atten­tion over the past few months. With Google trans­form­ing itself into a social com­pany, and even push­ing per­son­al­ized search, it’s clear that the curated web.….…read the whole arti­cle on Mash­able

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Augmented Reality — helpful or just for fun?

mr porter treasure huntWhen con­sid­er­ing what could take your cam­paign to the next level, many brands and retail­ers cur­rently believe that the answer is aug­mented real­ity. Aug­mented real­ity computer-enhance your envi­ron­ment by tak­ing the phys­i­cal world and mix­ing it with a dig­i­tally gen­er­ated layer of infor­ma­tion or imagery. It ren­ders the con­sumers own image on screen, the soft­ware gets trig­gered by a sym­bol or logo, which makes it pos­si­ble to add a sec­ond com­puter gen­er­ated image. The con­sumer can manip­u­late the pro­jec­tion by mov­ing the sym­bol. On loca­tion, real world objects can be ren­dered on screen where a lot of use­ful infor­ma­tion can be added. Aug­mented real­ity has not spread as widely as its devel­op­ers would have wished for, so far. This is mostly because its sell­ing point was sim­ply spec­ta­cle, which only engages the con­sumer once. The main­stream­ing of aug­mented real­ity largely depends on the abil­ity to cre­ate appli­ca­tions that are gen­uinely use­ful and com­pelling to consumers.

Com­pa­nies are now using aug­mented real­ity to give their con­sumers the abil­ity to play with this tech­nol­ogy and help the con­sumers to fos­ter a deeper emo­tional con­nec­tion to a prod­uct. That is what brands want to do, cre­ate moments with con­sumers and the brand.

Com­pared with other indus­tries, fash­ion has made con­sid­er­able advances in aug­mented real­ity use. It is a nat­ural fit. When peo­ple view fash­ion, they tend to imag­ine them­selves wear­ing the prod­ucts. aug­mented real­ity can help solv­ing that prob­lem. For exam­ple when used as a vir­tual fit­ting room, where it can be con­trolled by ges­tures and some­times even uses facial recog­ni­tion. Aug­mented real­ity can only get more prac­ti­cal, it could become a tool that we don’t think twice about.

Fash­ion, it seems, has entered a new dimen­sion in adopt­ing new tech­nolo­gies. Tend­ing to be rather last to the game, with aug­mented real­ity the fash­ion indus­try has proven that this is chang­ing. Let’s have a look at some well exe­cuted aug­mented real­ity cam­paigns in the fash­ion industry.

Mr Porter staged a world wide mobile trea­sure hunt across five major cities (Syd­ney, New York, Paris, Hong Kong and Lon­don). To cel­e­brate its first birth­day the men’s apparel e-tailer guides users through the app “Gol­drun” to loca­tions in each city where aug­mented shop­ping bags appearon their phones. The bags come with excit­ing prizes as Lan­vin sneak­ers, Paul Smith cuf­flinks or a pair of A.P.C. jeans. In addi­tion to the give­aways, the UK-based retailer is also releas­ing a printed spe­cial edi­tion of its weekly jour­nal. There is, of course, a dig­i­tal tie-in: users can shop from the pages using Mr Porter’s “Style Help” app for iPhones.

At the West­field shop­ping mall in Strat­ford Hugo Boss allows cus­tomers to “dress”  mod­els on screen on an 8-meter wall who respond to con­sumers’ move­ments by look­ing at them, mov­ing towards them and walk­ing next to them.

In the end of April, Burberry cel­e­brated its Taipei store open­ing with an AR cat­walk show in which holo­graphic Burberry-clad mod­els appeared to walk among the live models.

Whether 2012 is the year that mobile AR takes off is still uncer­tain as it remains to be more spec­tac­u­lar than use­ful. Although both Google and Apple are work­ing on inno­v­a­tive prod­ucts that the fash­ion indus­try must pay spe­cial atten­tion to. Apple is work­ing on iPod-nano style watches, while Google is work­ing on glasses that will fea­ture an AR dis­play in the lenses. These gad­get could really change the game for aug­mented reality.

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The 300 MILLION Dollar Button

300 million dollar buttonMany of you have prob­a­bly heard the story about the 300 mil­lion Dol­lar but­ton. I heard it for the first time 2 weeks ago at the Retail Week Con­fer­ence 2012 in Lon­don, when Rory Suther­land from Ogilvy talked about it. After his talk I started research­ing about this but­ton and found that I had exactly the same annoy­ing expe­ri­ences on a lot of e-commerce sites. Even though the story about the but­ton is already a cou­ple of years old, there are still so many check-out processes out there that use the unop­ti­mised way with the “register”-button. I am won­der­ing whether that is because those sites have not heard about the 300 mil­lion dol­lar button?

Any­way, here is the story again for all of them that haven’t changed their check-out processes because they sim­ply haven’t heard about the bet­ter way to do it. Devel­oped and writ­ten by Jared Spool:

How Chang­ing a But­ton Increased a Site’s Annual Rev­enues by $300 Million

It’s hard to imag­ine a form that could be sim­pler: two fields, two but­tons, and one link. Yet, it turns out this form was pre­vent­ing cus­tomers from pur­chas­ing prod­ucts from a major e-commerce site, to the tune of $300,000,000 a year. What was even worse: the design­ers of the site had no clue there was even a problem.

The form was sim­ple. The fields were Email Address and Pass­word. The but­tons were Login and Reg­is­ter. The link was For­got Pass­word. It was the login form for the site. It’s a form users encounter all the time. How could they have prob­lems with it?

The prob­lem wasn’t as much about the form’s lay­out as it was where the form lived. Users would encounter it after they filled their shop­ping cart with prod­ucts they wanted to pur­chase and pressed the Check­out but­ton. It came before they could actu­ally enter the infor­ma­tion to pay for the product.

The team saw the form as enabling repeat cus­tomers to pur­chase faster. First-time pur­chasers wouldn’t mind the extra effort of reg­is­ter­ing because, after all, they will come back for more and they’ll appre­ci­ate the expe­di­ency in sub­se­quent pur­chases. Every­body wins, right?

“I’m Not Here To Be In a Relationship”

We con­ducted usabil­ity tests with peo­ple who needed to buy prod­ucts from the site. We asked them to bring their shop­ping lists and we gave them the money to make the pur­chases. All they needed to do was com­plete the purchase.

We were wrong about the first-time shop­pers. They did mind reg­is­ter­ing. They resented hav­ing to reg­is­ter when they encoun­tered the page. As one shop­per told us, “I’m not here to enter into a rela­tion­ship. I just want to buy something.”

Some first-time shop­pers couldn’t remem­ber if it was their first time, becom­ing frus­trated as each com­mon email and pass­word com­bi­na­tion failed. We were sur­prised how much they resisted registering.

With­out even know­ing what was involved in reg­is­tra­tion, all the users that clicked on the but­ton did so with a sense of despair. Many vocal­ized how the retailer only wanted their infor­ma­tion to pester them with mar­ket­ing mes­sages they didn’t want. Some imag­ined other nefar­i­ous pur­poses of the obvi­ous attempt to invade pri­vacy. (In real­ity, the site asked noth­ing dur­ing reg­is­tra­tion that it didn’t need to com­plete the pur­chase: name, ship­ping address, billing address, and pay­ment information.)

Not So Good For Repeat Cus­tomers Either

Repeat cus­tomers weren’t any hap­pier. Except for a very few who remem­bered their login infor­ma­tion, most stum­bled on the form. They couldn’t remem­ber the email address or pass­word they used. Remem­ber­ing which email address they reg­is­tered with was prob­lem­atic — many had mul­ti­ple email addresses or had changed them over the years.

When a shop­per couldn’t remem­ber the email address and pass­word, they’d attempt at guess­ing what it could be mul­ti­ple times. These guesses rarely suc­ceeded. Some would even­tu­ally ask the site to send the pass­word to their email address, which is a prob­lem if you can’t remem­ber which email address you ini­tially reg­is­tered with.

(Later, we did an analy­sis of the retailer’s data­base, only to dis­cover 45% of all cus­tomers had mul­ti­ple reg­is­tra­tions in the sys­tem, some as many as 10. We also ana­lyzed how many peo­ple requested pass­words, to find out it reached about 160,000 per day. 75% of these peo­ple never tried to com­plete the pur­chase once requested.)

The form, intended to make shop­ping eas­ier, turned out to only help a small per­cent­age of the cus­tomers who encoun­tered it. (Even many of those cus­tomers weren’t helped, since it took just as much effort to update any incor­rect infor­ma­tion, such as changed addresses or new credit cards.) Instead, the form just pre­vented sales — a lot of sales.

The $300,000,000 Fix

The design­ers fixed the prob­lem sim­ply. They took away the Reg­is­ter but­ton. In its place, they put a Con­tinue but­ton with a sim­ple mes­sage: “You do not need to cre­ate an account to make pur­chases on our site. Sim­ply click Con­tinue to pro­ceed to check­out. To make your future pur­chases even faster, you can cre­ate an account dur­ing checkout.”

The results: The num­ber of cus­tomers pur­chas­ing went up by 45%. The extra pur­chases resulted in an extra $15 mil­lion the first month. For the first year, the site saw an addi­tional $300,000,000.

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Foursquare — Increase Engagement and Awareness

Geo location mobile app

To many people’s sur­prise, check-in appli­ca­tion Foursquare has been around since 2009, which actu­ally is a life­time in Inter­net years. Today Foursquare has over 15 mil­lion users and many brands have suc­cess­fully used the ben­e­fits of its location-based ser­vices. And the cur­rent ver­sion even expanded the fea­tures and made it much eas­ier for busi­nesses to jump on the band­wagon and best of all: it’s free. “We’re on every sin­gle plat­form that’s out there, so there’s never been a bet­ter time for busi­nesses to start using Foursquare,” says Eric Fried­man, Foursquare’s direc­tor of Busi­ness Devel­op­ment, “There’s no cost, it’s easy and it works.”

For the record, this is not some Big Brother tac­tic: Geo-location tech­nolo­gies and method­olo­gies pro­vide rel­e­vant infor­ma­tion about indi­vid­u­als online specif­i­cally with­out infring­ing upon any pri­vacy con­cerns. No cook­ies are dropped, no per­son­ally iden­ti­fi­able infor­ma­tion is pulled, and no Web his­tory data is extracted. Mar­keters get only the loca­tion infor­ma­tion they need, and that’s it. It’s about get­ting the right prod­ucts, in front of the right shop­pers, at the right time, where they are. At the same time, it allows mar­keters to more effi­ciently inte­grate online and offline cam­paigns at the local level. This pow­ers local search and dis­cov­ery. There used to be a joke at ad agen­cies nation­wide that half of all adver­tis­ing is wasted, but no one knows which half that is. The abil­ity to geo-target ads takes away much of that punch­line. But the option is good for con­sumers too—they only see ads that are rel­e­vant to them, while still ensur­ing their pri­vacy. And a steep drop in spam alone makes the prac­tice worth­while. If exe­cuted well, these location-enhanced shop­ping expe­ri­ences can trans­late into improved cus­tomer loy­alty, refer­rals, and sales, both online and offline. Easy to use mobile access to global fash­ion con­tent and com­mu­nity is a pow­er­ful tool to inform, inspire, and curate the local shop­ping experience.

And while location-based ser­vices are gain­ing seri­ous trac­tion on the social mar­ket­ing scene, many fash­ion brands are still try­ing to come to terms with the poten­tial of social media in gen­eral. Luck­ily, some retail­ers and brands have begun exper­i­ment­ing with mobile social mar­ket­ing strategies.

At fash­ion week last year in NYC, Marc Jacobs part­nered with Foursquare to release a cam­paign called “Fash­ion Vic­tim”. Fash­ion week atten­dees (and oth­ers) were given “badges” and asked to check in at any Marc Jacobs store. 4 ran­domly drawn win­ners received an invi­ta­tion to Marc Jacobs’ fash­ion show. Not only did this increase brand aware­ness and brand build­ing for the brand, but also received con­sid­er­able influ­en­tial fash­ion blog­ger atten­tion. Not to men­tion that it got their fans into the retail loca­tions. The brand has opted for cost-effective dig­i­tal mar­ket­ing meth­ods over tra­di­tional meth­ods to reach its younger afflu­ent con­sumers. Incor­po­rat­ing Foursquare into the brand’s mar­ket­ing strat­egy builds aware­ness and dri­ves in-store traf­fic, which even­tu­ally leads to sales.

Another great use of Foursquare came last year from Jimmy Choo with “Catch A Choo” a city­wide trainer trea­sure hunt to pro­mote the release of their sneaker (Amer­i­cano style) hunt. Part­ner­ing with Foursquare, the brand checks its object (train­ers) into dif­fer­ent trendy loca­tions. The user would then received a sig­nal on the com­pe­men­tary mobile app that the sneak­ers had “checked in” some­where in the city. Any­one quick enough to arrive there before the sneak­ers “left” could pick a pair in the style and size of their choice. To pro­mote the cam­paign on Foursquare Jimmy Choo com­ple­mented the mar­ket­ing cam­paign with Face­book and Twit­ter updates. This cam­paign even was selected as “Best Use of Social Media” at Drap­ers (British trade mag­a­zine) E-tail Awards 2011.

More recently, Diesel “FACES OF STUPID” mar­ket­ing cam­paign was com­ple­mented by a Foursquare cam­paign for their NYC flag­ship store open­ing. Foursquare users that would “check in” within a 3 city block radius would be alerted of a spe­cial in store pro­mo­tion. Once in-store, these fans would win a cus­tom Diesel T-shirt cre­ated for the occasion.

It is easy, it is free and it WILL cre­ate a buzz. Though, the lim­ited demo­graph­ics of Foursquare users have to be kept in mind.

How to start a Foursquare campaign.

 

 

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It’s all a game — social gaming’s relevance for fashion

This story isn’t really about video games. It’s a sneak pre­view of how dig­i­tal tech­nol­ogy will con­tinue to change how we expe­ri­ence fash­ion. Since the begin­nings of the Web two decades ago, fash­ion brands have been hes­i­tant to embrace its advances. And even the new hot mar­ket­ing buzz­words are gam­i­fi­ca­tion and social gam­ing, there is not much proof for that in the fash­ion industry.

The rea­son why gam­i­fi­ca­tion is suc­ceed­ing as mar­ket­ing strate­gies is because it ful­fils our basic human needs for achieve­ment, sta­tus, and rewards by address­ing our desire to com­pete. It is rel­e­vant for lux­ury fash­ion brands as they are aspi­ra­tional, and aspi­ra­tion is one of the pow­er­ful emo­tional states we lever­age when we do gam­i­fied design. Lux­ury brands have keep in mind that top-tier lux­ury con­sumers are not after free stuff. They want exclu­sive sta­tus and priv­i­leged access to the brand. Tak­ing this into account Dior has come up with the cutest take on gam­i­fy­ing a lux­ury brand.


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Why leveraging Facebook’s open graph matters

Facebook open graph will increase affinity of sharing

In the begin­ning of 2012 Face­book launched the Open Graph app, which allows users to post activ­i­ties back to their Face­book time­line, even from third-party web­sites Face­book. Open Gaph promises to enable a new class of social appli­ca­tions that can be inte­grated fric­tion­less into your activ­ity sum­maries on the time­line. These new social apps are aim­ing at help­ing to tell the story of what the user is really into and sup­ports dis­cov­ery for the user him­self as well as all his friends.

The Face­book Open Graph now has the poten­tial to become an essen­tial tool for brands and plat­forms to inte­grate their con­tent into Face­book time­lines, tick­ers and news­feeds, and thereby becom­ing an inte­gral part of the visual his­tory of users’ lives. These changes have a sig­nif­i­cant impact on social media mar­ket­ing strate­gies and every brand with a Face­book pres­ence should have a deeper look into this new fea­ture and how it can be utilised.

For exam­ples of how start-ups from the fash­ion indus­try like Polyvore have suc­cess­fully inte­grated open graph social apps into their mar­ket­ing strat­egy, read this inter­est­ing arti­cle.

 

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Discounts according to your social influence: tools and takes on this new marketing campaign model

Social influence discounts example Volga Verdi Pay with a Tweet, Social Whis­pers, Volga Verdi and Miista have all been involved with a cam­paign that utilises social influ­ence. They all applied the con­cept in a dif­fer­ent inno­v­a­tive way and many brands have picked up on their suc­cesses since.

Pay with a Tweet, a tool sim­i­lar to Social Whis­pers that also enables users to sell con­tent or even prod­ucts for a tweet. Pay with a Tweet bills itself as “the first social pay­ment sys­tem where peo­ple pay with the value of their social net­work.” In other words, rather than pay­ing with cur­rency, pur­chasers of any kind of con­tent tell their friends on Twit­ter about it instead. Inter­ested con­tent own­ers sim­ply sign up with Pay with a Tweet, includ­ing the down­load URL, the tweet to be posted and a link to their company’s web­site. Pur­chasers, then, fol­low a “forced viral” model to pro­mote the prod­uct in ques­tion far and wide.

Social Whis­pers, a tool that enables users to cre­ate viral mar­ket­ing cam­paigns by exchang­ing con­tent for sta­tus updates. Cre­ated by Glasgow-based web design firm Pretty Klicks, Social­Whis­pers is named for the poten­tially sig­nif­i­cant value that even a sin­gle men­tion on social media such as Face­book and Twit­ter can have for a brand. The site offers a free web but­ton that con­tent own­ers can place on their own web pages to “sell” mate­r­ial in exchange for such a “social whis­per.” Even brands or ser­vice providers can then use the func­tion to help increase the odds that their socially dis­trib­uted con­tent will go viral. A pro­fes­sional ver­sion, mean­while, offers unlim­ited but­tons, live sta­tis­tics, auto­matic URL short­en­ing and more.

Volga Verdi a California-based fash­ion brand, that offers its cus­tomers dis­counts depend­ing on the num­ber of friends, fol­low­ers or fans they have on pop­u­lar social net­works. To take part in Volga Verdi’s Exchange pro­gram, shop­pers begin by refer­ring to a chart on the site list­ing the size of the dis­count it offers for the num­ber of friends or fol­low­ers they have on Face­book, Twit­ter, Google+, tum­blr, Kohtakte or Lookbook.nu. Twit­ter users, such as, get a dis­count of USD 7 if they have between 20 and 200 fol­low­ers, or USD 15 if they have more. To get the dis­count, they must fol­low Volga Verdi on Twit­ter, tweet a spec­i­fied mes­sage about the brand, and then email Volga Verdi to con­firm they have taken part. Those on other social net­works would need to do sim­i­lar actions tai­lored to the social net­work they are using. Volga Verdi then pro­ceeds to issue a unique voucher code for the cor­re­spond­ing discount.

Miista, a footwear band from Lon­don UK, which is not only fash­ion for­ward but also dig­i­tally an early adopter out­shined the com­pe­ti­tion with its “cheaper with a tweet” cam­paign in Jan­u­ary 2012. To kick-off Jan­u­ary sale, Miista.com launched a great twit­ter cam­paign that worked almost like a back­wards eBay. The “cheaper with a tweet” cam­paign would decrease the price for every­body every time some­one tweeted through the shop page about a spe­cific style. The larger your fol­low­ing, the fur­ther the price drops. This was mea­sured using Klout scores, which essen­tially give every Twit­ter user an influ­ence rat­ing. An active and aver­age Twit­ter user has a score of about 20 — so their tweet could cause the price of the shoe to auto­mat­i­cally drop by 1.5%. But some­one with an excep­tion­ally large fol­low­ing could cause the price to drop by up to 7%.

Check out the indi­vid­ual cam­paigns by click­ing on the brand’s name.

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Shoemocracy: Shoes from everyone for everyone

Shoemoc­racy, a Pin­ter­est–que social cura­tion site for shoes only, enables its users to dis­cover new styles, trends, brands and retail­ers inside the foot-embellishing uni­verse. We all know there are way too many shoe-enthusiasts out there, so looks like there is wait­ing a promis­ing poten­tial user-crowed for this new cura­tion platform.

As an addi­tional bonus Showmoc­racy will cover impor­tant events like Fash­ion weeks and inter­views with indus­try lead­ers from a shoe-perspective on their YouTube-channel; try the humor­ous teaser here below.

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Fresh and Frictionless: Meet Evershare by Sociable Labs

Evershare activity stream on fashion goes digital

Social Com­merce has been buzzing its way through the first quar­ter of 2012.          Now Ever­Share, a new plat­form by social com­merce provider Socia­ble Labs, com­bines fric­tion­less shar­ing and social cura­tion and claims that this can drive increased refer­ral traf­fic and higher on-site conversion.

Ever­Share pro­vides all the tools an ecom­merce site needs to take full advan­tage of fric­tion­less shar­ing on both Face­book and the ecom­merce site.

Accord­ing to Socia­ble Labs CEO and founder Nisan Gab­bay, fric­tion­less shar­ing is advan­ta­geous in two ways. Not only does it give cus­tomers the abil­ity to share prod­uct infor­ma­tion with their friends from the retailer’s site, but autho­rizes shar­ing of their entire activ­ity. Face­book has widened the user shar­ing pipeline and social cura­tion is address­ing the inter­est of shop­pers for dis­cov­er­ing and shar­ing new prod­ucts. The two together will have a pro­found impact on how retail­ers mer­chan­dise their prod­ucts in the future.

Paul Mars­den, social com­merce spe­cial­ist from Sysygy Group, wrote an inter­est­ing arti­cle about Ever­Share here.

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Hermès is playing with time

A new cam­paign by Her­mès called “The gift of time” shows an inter­ac­tive way of play­ing with time. They are going for­ward into the dig­i­tal age. Just reminded me of the genius and inspir­ing win­dow instal­la­tion by the amaz­ing Toku­jin Yosh­ioka in 2009 for Mai­son Her­mès in Tokyo, see below.

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