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The Social (and the Anti-Social) Sell
There’s plenty of value in tapping into the vast
consumer appetite for sharing info via social media.
Peer-to-peer influence remains a powerful retail
tool, especially when channelled into a retail space
primed for leisure and entertainment. But there are
also consumers for whom technology is an ideal tool
to keep the purchasing process comfortably private.
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Shop-and-share buttons that allow users to
share imagery on networks such as Facebook,
Twitter or Pinterest are now very common,
particularly in the youth sector. In spring 2013,
UK brand Topshop launched a 'Be the Model'
photo booth in its London flagship. The booth
not only shot sharable stills, but also created
animated gifs that could be instantly shared on
social networks.
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