Social is a channel every successful commerce strategy has to target – it is where customers are. However unlocking its potential is challenging because of the conversational nature of the channel and the constant evolution of the underlying social media platforms.
Compared to all other online channels mobile allows retailers to come closer to customers and campaigns can be much more targeted and personalized. However mobile apps suffers from a discovery problem, a reason why I believe that mobile apps have to be social.
At davai we develop the concept of merchandizing apps that offer a rich media experience with integrated social features and embedded commerce. Apps tell a living story about products using retail and user generated content.
Users interact with the story through social actions such as like, vote or comment and the resulting activity stream adapts or enhances the story.
If you are interested in more details how it worked view the following slide deck: Merchandising Apps