Leonie Bulman's recent articles
Bulgari’s Facebook purchase app misses the 'social' side of social shopping
Bulgari’s use of a ‘Wishlist’ app on Facebook, allowing users to directly purchase some of the brand’s products, provides a good example of how marketers could ride the e-commerce wave. However, technical difficulties mean users cannot use the app to comment on the products, taking the 'social' out of social shopping.
- Bulgari’s products on their Facebook store attract a low level of consumer engagement: the Bulgari jewellery and accessories showcased on the Facebook store only attract an average of 3.5 likes, which is low in comparison to Bulgari’s Facebook Wall posts which generate over 100 likes each
- The social side of the Wishlist app is diminished: The low level of like reflects the fact that Bulgari has not fully seized the opportunity to use consumer engagement as a way to boost their e-commerce strategy. This also suggests there is low awareness levels of the Wishlist app among consumers and that Bulgari could benefit from marketing their app further
- Bulgari Facebook store app drives purchase discussion when marketed: In response to the Valentine’s Day post, 38% say they “would love” Bulgari jewellery for Valentine’s Day or are “going to buy” some for their partner. This is similar to the proportion of purchase intent driven by Bulgari’s product posts. 36% of those commenting to say they want to buy or own Bulgari products
- Increased marketing could boost Bulgari's Facebook store: Analysis of purchase discussion shows that, when promoted, Bulgari’s Facebook store is successful in encouraging users to talk about purchasing and share their desired list of products. However, Bulgari’s low emphasis on the store means that it has missed the social dimension needed for its success