You have to hand it to Sears. It has been a tough transition into the digital space for them, but the once-dominating now-struggling retailer has done a commendable job of going social. They’ve just introduced “Social Shopping,” in hopes of connecting customers’ buying habits to those of their friends and recapturing that communal shopping magic that used to define their brick-and-mortar stores. But when does online convenience and speed trump the appeal of a “social shopping” experience? Does this tactic make any sense?
In many ways, this platform is the natural evolution of user-generated comments. Shoppers are encouraged to score products, like and dislike, and proclaim ownership. “Shop like you belong,” says Sears. Top shoppers are displayed, and each user gets a fully outfitted page with interests, recent reviews, lists — even followers and the option to be followed.
More recently, Sears managed to recreate its Christmastime “Wishbook” catalogue online. Sign up for SMS alerts, download a related iPhone app, play games and dynamically search the pages. It’s more than just a PDF. Cast, too, in a social light, it offers integrated Facebook features and calls the user to go beyond just “add to cart.”
One feature, a public forum for chatting about the catalogue itself, asks, “What are your fondest wishbook memories?” As per usual, the responses are unguarded and earnest. Conjuring up old memories for users, the small but important feature leverages Sears’ old-world brand equity for a more personal experience. Judy writes:
I remember waiting for the wish book to come in the mail, then having to take turns with my siblings leafing through it. Now days I am more practical, and only really wish for the stuff that makes life more functional
But why should shoppers really care about all this social-ized shopping? Isn’t the ease, convenience and quickness of online the whole point? Or, would they rather do their shopping in tandem with their friends? It’s human nature, really: we admire what our friends choose to wear. If Google’s Boutiques.com venture is any indication, shoppers are deeply interested in an intuitive shopping experience built around what others look like.
Any human touch added to the experience of purchasing goods makes it infinitely more enjoyable for most. While there’s work to be done for Sears, their investment in the social space — owned media, by all regards — is a steal when considering how much they might be tossing away on paid media for temporary engagements.
Photo via Sears