Alternative: Fresh groceries delivered to your door 🤷
Rotten apples wind up in our shopping cart not because we didn’t eyeball them but because we assume they’re just as fresh as the rest of them. Probability is in our favor.
Grocery shopping is a picker’s chance. But it is not worth scrutinizing every choice; most apples are good. Suspicion is not worth clinging onto in an unlikely game of chance.
Humans vote with expectation. The chorus of decision-making is already loud enough.
For me, Instagram resembles a modern-day bazaar — one that I visit on my phone when I have a free moment. I’ll peek at pictures while riding in an elevator or standing in line at the grocery store. A huge part of the appeal is that the goods I’m perusing are sandwiched in my Instagram feed, in between my friends’ selfies and pictures of snow-covered spots where they’ve stopped during the day. Stumbling across an unexpected and gorgeous find like a wool Aztec throw or pair of leather boots on a social app like Instagram brings with it the excitement of discovery, not unlike the titillating thrill you get when coming across a rare find at a flea market.
Instagram is both a platform to window-shop and celebrate purchases. It’s hugely powerful for inspiration and the monetization is coming.
Stores launch discounts and deals when business is bad. Customers respond by buying product(s) they normally would’ve passed up.
Discounts work in the short-term but in the long-term may distort customer perception of product quality. Hitting the right price that meets demand is a challenge for any retailer. Paradoxically, “out of stock” can also be a strategy that generates sales. Popularity plus scarcity stimulates demand.
Brands have to tread carefully in running promotions. Guessing the customer mindset across casual and passionate buyers without sacrificing product quality is ultimately a marketing game.
Social Commerce didn’t happen on Cyber Monday: Social Networks (including Facebook, Twitter, Pinterest and Instagram) generated less than 1% in e-commerce sales on Cyber Monday.
Social didn’t convert because people had already organized their shopping lists beforehand. Pinterest sales occur as far as 2 months after the original pin.
Social = pre-purchase intent.