It has been revealed that online retailer Play.com will reward customers with a new loyalty scheme based on their social media content, reports marketingweek.co.uk.
The scheme will see loyal fans offered SuperPoints over all over the retailer’s social media platforms, according to retailgazette.co.uk. Points will be rewarded for certain social media behaviours and purchases from the site.
The company has decided to increase its attention on social media marketing after revealing last month that customers who are fans of their Facebook page on average spend 30% more over the year on the site, than customers who aren’t. The aim is that if Play.com award Facebook fans, it will encourage their friends and family to follow suit.
The company’s marketing director Adam Stewart, said of the scheme: ”The interaction that [social media] fans give to our campaigns and the power of our fans’ friends is where the power is.”
“We’re looking to create some form of loyalty scheme which allows us to reward the biggest advocates and promoters of our brand which will hopefully target highly engaged fans and those with sizeable friend bases.”
He added that the brand were trying to start a ‘community of conversation’ on their social media pages to engage users more, rather than just ‘trying to push product(s) down fan’ throats’, which he admits some companies seem to do.
The retailer, which is owned by Japanese firm Rakuten, said it gained £2m worth of sales from Facebook last year and that direct sales from the social network site have increased 80 per cent in the last year.
