Most stores fantasize about getting their customers to shout out to all their friends about the products they’ve just bought; but it rarely happens. Yet people are almost always willing to help friends and other shoppers who want to know more about products they own. The difference is context. Sharing is very different – and much easier – when we know that the person we’re sharing with is interested.
TurnTo Purchase Sharing is built around this concept of “Contextual Sharing”. And it works.
Purchase Sharing runs on a store’s order confirmation page. Right after a purchase, it asks the buyer if she is willing to be visible as a reference to her friends when they shop here. Across the TurnTo network of merchants, 15% of shoppers say “yes” to this! Then it asks these sharers to tell other shoppers why they chose what they bought. 1/3 add a comment in response, meaning 5% of all purchases instantly have a buyer comment attached – a rate significantly higher than the customer review rate for most stores.
This wealth of user-generated content is then made visible to shoppers looking for guidance through both the Ask Owners and the Social Merchandising widgets. And it is indexed by search engines for SEO benefits. The sharing permission enables shoppers to see exactly which of their friends has experience with the store without any further back-and-forth required.
That’s what we mean when we say that contextual sharing works!