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3To try and utilize Facebook as an e-commerce portal, UK retail chain Tesco is offering consumers double Clubcard points to people who use Facebook to like, share and buy products on its site.
According to BrandRepublic, customers who want to take advantage of the deal will have to register for the Share & Earn Facebook app that can be found on the brand’s Facebook page. Users can then post products they ‘like’ onto their Facebook wall and if their friends buy the products after clicking through the post, both the sharer and the purchaser will earn Clubcard points for the purchase.
The brand is trialing this new scheme as part of a four-week trial although when we went to try it out, the app was down, despite so while the idea is certainly interesting, it’s not a good start if people can’t access it. Although there are similarities between this and speculation about the new ‘Want’ button Facebook is supposedly testing out.
Campaigns and schemes like Tesco’s could be the template for what other brands will follow on Facebook if the new button ever sees the light of day. While the button’s function hasn’t been revealed yet, it’s pretty clear that it’s tied to e-commerce, but will clicking it present you with a list of items that you want, or will it allow you to purchase directly. While the app is down at time of writing, Tesco might be the perfect brand to see whether e-commerce can really take off on Facebook.
With 842,694 likes on its Facebook page, it’s certainly isn’t short of fans willing to test out the new scheme and if it works, it will give hope for both Facebook and brands that e-commerce does indeed have a place on the world’s largest social media site.