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Q&A: How will the launch of Facebook's "want" button change the platform for retailers?

Drapers’ talks to Max Childs, marketing director at Amplience about the launch of Facebook Collections.

What are your thoughts on the launch of the “want” button?
The button opens a whole lot of potential for Facebook, firstly of course in any direct sales made from the Facebook site for the retailers product, but secondly through the way it can use ‘hot’ marketing data to generate income from retailers. Additionally it will create the opportunity to make for a ‘true’ social shopping environment for consumers. The danger is however it will need to be careful that it doesn’t alienate users by being too overtly commercial in the way that retailers can use data for marketing”

Do you see this as a positive step for allowing retailers to make the most of Facebook or are networks like Pinterest more effective?
For retailers this has to be a positive step. The marketing Holy Grail is about identifying prospects who are engaged with and genuinely desire your brands product or service. This link is now effectively provided and depending on the data Facebook releases to retailers they have the opportunity to engage directly with prospects further than brands can with Pinterest.”

Do you think there are more effective ways to integrate Facebook?
In an ideal world, lines between brand and social media become blurred, allowing consumers to seamlessly step from one to the other, without having to make conscious decisions around which ‘site’ they are going to visit. Practically making this happen is not always so easy – Pinterest is probably so far the best example from the social world of where brands are present without it feeling like a brand site.”

How do you see the button deployed by retailers? 
“From a retailer’s perspective, we would expect that they would want to deploy the button across their sites (most likely at a product or brand level) with the capability for consumers to collate content from their ‘wanted’ list (no doubt on some kind of mood-board) to display to others. The powerful side from the retailers end will of course be how, to what depth, and at what cost Facebook shares this valuable data with them.”

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