EnterWorks Advises Retailers to Approach Social Buy Buttons With Caution

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Over-using buy buttons can damage the very brand authenticity that is crucial for building and maintaining customer relationships

According to EnterWorks, a market leader in master data solutions for transforming product information into persuasive and personalized content, brands should tread lightly when incorporating social buy buttons into their e-commerce strategies.

More than 10,000 merchants have joined Pinterest’s Buyable Pin program, and over half of all internet retailers plan to use buy buttons on Facebook during the 2016 holiday season. Though these brands are smart to invest in engaging digital customers, they risk over-commercializing sites that originally gained popularity because of their authenticity.

“Brands and retailers can effectively drive revenue from social sites, but the execution needs to be natural,” said Rick Chavie, EnterWorks CEO. “Rather than pushing buy buttons for every product, brands should test different demographics and product lines to strategically offer direct purchase links with minimal interference.”

Users go to social media sites such as Facebook, Twitter and Pinterest for a more organic experience. When brands advertise and suggest purchases to consumers directly on the site, it can overwhelm them. Ensuring that buy buttons target customers who are ready to buy is crucial so shoppers don’t feel pressured to make a purchase.

“Be selective. Retailers face the risk of their customers becoming ‘item buyers’ and being diverted from experiences retailers design into their websites,” continued Chavie. “To encourage customers to do basket buys, it is more beneficial for brands to offer in-season or targeted items through buy buttons that highlight the brand and their website.”

Social media increased its share of e-commerce referrals nearly 200 percent between the first quarters of 2014 and 2015. There’s no doubt that brands have the opportunity to market themselves through social media, but they must find the balance between making the shopping experience more convenient and over-commercialization. In order to drive revenue, brands and retailers must determine what products to push with buy buttons, conduct tests to measure performance and adjust their strategies accordingly.

To learn more about EnterWorks and how it can help brands effectively incorporate buy buttons into their digital strategies, visit http://www.enterworks.com/product.html.

About EnterWorks

EnterWorks Enable® software acquires, manages and transforms a company’s product information into persuasive and personalized content that enables differentiation, higher sales and new competitive strengths. By improved orchestration of the content value chain, companies can transform their product data and content, associated images and videos, brands and other marketing assets across digital and physical channels supporting marketing, sales and omnichannel commerce.

A leader in multichannel publishing, enterprise workflow and data management that is committed to helping company’s orchestrate the content value chain for differentiated advantage, EnterWorks customers already include some of the world’s largest consumer brands, industrial manufacturers, distributors and retailers in office and building products, electronics, medical supplies, fashion products and cosmetics, as well as service industries. These customers use EnterWorks Enable to import product information faster, master it along with related data domains, manage and enrich it through enterprise collaboration and deliver it in the form required by each selling channel.

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Maggie Nichols