Industry view from Rob feldmann, Chief executive of private sale etailer BrandAlley UK.
Facebook is extremely important to BrandAlley, not only as a way to engage members and interact with them, but now as a growing sales channel. The right, inspiring content around our business engages our members. The more engaged they are, the more they naturally shop, leading Facebook to become a commercially viable channel for us.
Facebook is very much our second home page; we started launching some of our sales via Facebook with exclusive preview at the end of last year. What started initially as a test has become an important revenue stream and this year will account for in excess of 5% of our sales.
In a matter of months we made almost half a million pounds of sales and our members have responded really well to it.
The consumer is interacting on a daily basis with social media channels: at work, on their laptop, on the mobile, and selling through Facebook is very much part of our strategy to have a multichannel approach and interact with our customer on their preferred platform.
One in every eight minutes spent browsing on a mobile phone is done on Facebook. We have almost 75,000 ‘likes’ and our posts are widely seen as a result. We’ve seen that even if a member does not buy via Facebook, if they come to us via this channel they are more engaged, spending far longer on the site than other visitors and are often the biggest spenders.
BrandAlley’s main site will always be where the majority of revenue comes from, but by using Facebook to constantly engage with our members we increase repeat purchase rates and loyalty. It is a complementary asset to the business and a key platform to put across our brand values and promote our sales.
I think we’ve found a great way to really monetise our social media channels, and as a forward-thinking, multi-platform etail business, I believe continued innovation and engagement across social media gives members a better brand experience.