In other words: to also buy more and better? Cavazza 2012, Marsden and Chaney, 2012, also ensure in their research studies that there are several business elements/models that make up s-commerce such as: Buyer Community group purchases Shared purchases social tips Co-purchases social sponsorship Of all of them we can highlight as the most common of S-Commerce the group purchases or “group buying.
If the power of buyers is to buy in groups, it is because they expect, due to their growing purchasing power, discounts from suppliers, which is one of the key components of the S-Commerce strategy. If we have always talked about the distribution strategy, about the B2B Email List balance of power between the manufacturer and the distributor, in this case it seems the third element that "wins" in specific weight to the other two components; the bargaining power of social groups. But, at the same time, this allows suppliers a capillarity and scope that could not be imagined before. The reciprocity in this relationship is that the social group demands significant group discount rates from you, but in exchange, I offer you the key to enter a growing universe of buyers. At the same time, let's say from a “single point of contact.
From a channel as simple as a social network (and so complex) I now have such an extensive database of clients that many times I don't know how to manage it. Because, logically, it is one thing to access that database, and another to know how to segment it so that I can personalize my offers in the most attractive and differential way possible. In short, the key elements that must be managed in the S-Commerce strategy can be grouped into: Range of discounts. Grouping of Customers with similar characteristics (segmentation). Conversion of potential demand into real through effective actions.