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Social commerce spotlight: Homebase goes after social co-buying market

Submitted by on September 13, 2013 – 7:32 amNo Comment

British home improvement store Homebase is boosting its social cred by teaming up with Buyapowa to offer customers the opportunity to team up to purchase products at a reduced price.

The co-buying initiative will offer discounts of up to 50% on gardening products and small appliances, with deals available for a set time and limited to 20 to 200 customers per deal. Of course, customers are encouraged to share the deal and Homebase product info with friends and family via a number of social channels, as well as request specific co-buys via the ‘request wizard’.

The products offered in the first co-buy included a Karcher pressure washer, a Flymo hedge trimmer and a Morphy Richards microwave – all quality brand names indicating the initiative is not concerned only with offloading tat.

Homebase managing director Paul Loft said: “We are offering customers a new way to shop with us with this innovative approach, as well as showcasing the range and quality of products we offer. Co-buying puts customers at the heart of the shopping experience, and our teams will be watching the products they choose to help inform buying decisions in the future.”

The store is the second retailer to use Buyapowa after supermarket Tesco employed the platform for its co-buying wine deals earlier this year. Given the relative disinterest in f-commerce shown by consumers, the co-buying model could well be the catalyst needed to really jump-start social commerce, so we should expect to see more brands employing similar initiatives soon.

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