When people shop in groups, they buy more than when they shop alone. This is especially true for female shoppers and is the principle behind Avon and Tupperware® parties. It also holds for in-store shopping, and now some businesses are seeing if it works even in the online world:
Cultural arts retailer Novica is using Sesh to allow customers to discuss the jewelry, paintings, home décor, and clothing they're thinking of buying. Fashion retailer Charlotte Russe is using ShopTogether™ to allow small groups, each person working from their own computer, to collaborate in making shopping decisions. ShopTogether™ user features include "Show your friend what you are looking at," "See what your friend is looking at," and "Chat with your friend as you shop together."
Charlotte Russe and Novica are great examples of where group shopping is at its best. With fashion purchases, shoppers are keenly aware of the social risks as they make their selections. Learning what others have to say reduces the downside risk. It also means that if a woman and a few of her close friends all walk into a party wearing the same outfit, it's more likely to have been intentional, not an embarrassing accident.
With cultural arts purchases, there are background stories which add value to the items. When my buddies and I are all looking at the Novica Axe Carnaval mask at the same time, one might reminisce with a story of his experiences in Brazil at the time of Carnaval and another might share how the Axe mask reminds him of an African mask he has hanging in his office.
Whatever the shopping channel—home party, in-store, online, or other—build sales by making it fun for customers to invite their friends to shop along.
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