Social commerce spotlight: it’s literally the more the merrier for Tesco’s group booze buying service
Tesco Wine Co-buys uses Buyapowa social commerce software to connect customers wishing to purchase wine in bulk – completely legitimately – on the cheap. Shoppers register interest in products, the most popular of which is then put forward for sale. Customers then commit to a maximum price, but as more people get involved the price drops. How do others get involved? Social media, of course!
Committed shoppers are encouraged to share the deals via Facebook and Twitter, with the individual ‘recruiting’ the most buyers winning a case of wine.
The site will initially run as a 12-week trial, but already Tesco is said to be considering extending the model to further categories, which could include health and beauty, home and garden, and sports goods.
Tesco director of digital and social Tom Daniell said: “There’s a real social element to traditional shopping and there’s no reason why shopping online shouldn’t be just as fun. Family and friends love to shop together and seek out a bargain and co-buying lets customers easily share deals online and use collective buying power to get a great deal.”
This very shiny, consumer-friendly video explains it all a bit more.