Marketing to Moms: Will Facebook Shopping Be Important?

October 1, 2010 § Leave a comment

Recipe for Success: One part Pampers + one part Amazon + one Facebook Mom equals Facebook shopping on Amazon.  Add free shipping for orders over $25 and you’ve got a viable business.

Here’s today’s announcement on the Pampers wall on Facebook, ”

Starting today, Pampers Facebook members can purchase a variety of P&G products (including Pampers) right here on the Pampers Facebook page! And even better news…because this is powered by Amazon.com, all purchases over $25, qualifies you for free shipping and free two-day shipping for all Prime members.

Some things that Procter & Gamble know that about their customer:

Large Audience – Pampers has 360,092 Facebook fans and has lots of interesting content and offers that keep their fans interested.

Social Audience – Pampers has been active for quite some time online and understand that their group of Moms are not only influencers but active social media participants allowing for lots of sharing.

Brand Partners – Ability to link to their Amazon account indicates that Pampers already knows that their customers are also customers of Amazon.

Time Starved – New Moms are busy and many times tied to their home with the baby.  This type of delivery for a routine item makes sense and might encourage some other product shopping.

Favorite Word Free Shipping – Free shipping makes this not only a convenience purchase but also a smart purchase.  No last minute trips to the store and free shipping negates any barriers.

Amazon Connection. This is Amazon’s first e-commerce storefront on Facebook.   Under the “Shop Now” tab on Pampers’ Facebook page, people can buy diapers as well as other products from Pampers parent Procter & Gamble (including Tide, Olay and Pantene products) from Amazon.  People who want to buy from the Pampers Facebook page have to sign in with an Amazon account, and they get Amazon’s standard free shipping on orders over $25 and free, two-day shipping for Amazon Prime members.   Ability to link to their Amazon account indicates that Pampers already knows that their customers are also customers of Amazon.  And  diapers must be a growth area for Amazon. The company recently started offering a free membership program called Amazon Mom with discounts on diapers.

While the future of Facebook shopping is unknown, it’s important to remember that about 10% of your marketing budget should be spent on new ideas and new marketing experiences like this one.

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