Integrating Community Into The Sales Path
I’ve been interested and impressed by Toky Woky’s community platform recently.
Visit Superdrug or Monki and you will see a community pop-up inviting you to ask the community for help or answer questions. This pop-up appears not only on the homepage but in two other important places.
1) Catalogue pages. If you’re not sure which item to buy, you can ask the community and get help from people just like you. This reduces the stress and fear members might have about making the wrong purchase.
2) Product pages. Members can ask specific product-related questions and get answers solely related to that product. When members ask a question from this page, the product in question is automatically tagged to make it easier for others to provide answers.
You can also directly visit the community for a chat-room experience with other customers.
This kind of integration demonstrates the indispensable value of a community in the retail sector. Visitors with questions about which product to buy or the specifics of a particular product will be far more receptive to the expertise of customers like themselves.
When you integrate your community’s incredible expertise into the shopping path, I suspect the improvement in sales conversions and customer satisfaction are easy to demonstrate.