La Redoute, a top 3 ecommerce player in Europe (EUR 1 Billion of sales, mostly in textile category) recently launched #myredoute, a place where visitors can see pictures taken by La Redoute’s clients, wearing clothes they bought. Those brand ambassadors were sharing spontaneously a wealth of pictures on Twitter, Instagram and Facebook, and through a hashtag, those pictures can now be seen on the Website of La Redoute (thanks to Dialogfeed). Visitors can as well directly purchase the item worn online, as clothes on the pictures are matched with their online URL.
La Redoute has created a fantastic win-win, as they are now putting front & center their best ambassadors, and recognize the central role they play for their brands.
But for visitors in search for inspiration, this is a nice way to provide latest trends, in real settings. #MyRedoute is a perfect shopping companion, and another reason to visit the site more often.
As such, La Redoute is possibly finally cracking the ‘social commerce’ trends, which created many expectations and as many delusions. We agree that social commerce is less about ‘sharing your cart with your friends’, as was attempted in the past, but amplifying the activity of the ‘highly engaged’ minority of ambassadors to the ‘passive’ crowd, who look for social cues and inspiration while shopping.
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