Bulgari’s Facebook purchase app misses the 'social' side of social shopping

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 has taken a similar route to other luxury brands, such as Louis Vuitton or Ralph Lauren, by using social media to dip a toe in the world of e-commerce. Their Wishlist app allows Facebook users to browse a selection of their jewellery and accessories range. Fans can then ‘like’ the items or share the link on their Facebook page. However, the comment feature, which is the most engaging for consumers, cannot be used as the app requires special admin rights.
 
WaveMetrix analysis shows that the Bulgari’s Wishlist app is a move in the right direction to using e-commerce. When Bulgari post about the store on their wall, such as for Valentine’s Day, the proportion of consumer discussion about purchasing increases. However, the impact is also diminished by the brand’s failure to properly embrace consumer-led engagement. The items showcased only collect very few likes, whilst the lack of ability to comment on the app itself makes discussion and sharing amongst consumers impossible.
 
Bulgari misses the social side of their Facebook store, reflected by a low number of likes:

 
  • 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
Purchase discussion is higher for Bulgari’s Valentine’s Day post linking back to the Facebook store:

  • 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

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