Gaining traction in social media, plans to launch a Facebook store

August 4, 2011 10:06 AM, an e-retailer of protective cases for such electronic devices as smartphones and tablet computers, will launch a Facebook storefront by the end of the year that will let consumers search, customize and buy products within the confines of the social network.

The retailer plans to work with e-commerce platform provider ShopVisible to launch the Facebook storefront.

“For us, we believe that one day there will be substantial value in the Facebook channel,” says Adam Roe, vice president of e-commerce and custom cases for Case-Mate, No. 648 in Internet Retailer’s Second 500 Guide. “We use it as a branding and engagement tool at the moment, and we’re looking at engaging in f-commerce to monetize it as well,” he says, referring to Facebook-based e-commerce.

The company’s success at generating interest and Likes on Facebook contributed to its decision to give a Facebook storefront the green light. Buying ads in Facebook and running product giveaway promotions on the social network helped drive approximately 150,000 Facebook users to Like the e-retailer over the last six months, taking its total number of Likes to nearly 200,000. Roe says 1,000 to 2,000 Facebook users visit via its Facebook page each day. Until the launch of the transactional Facebook store, consumers who click to shop for Case-Mate products on the e-retailer’s Facebook page are referred to 

“Given the volume of fans we have on Facebook today and the growth we see of those fans, increasing the conversions right there will easily pay for the f-commerce site,” Roe says. He says the e-retailer also is planning to custom build a tool that will let consumers use photos stored on their Facebook profile pages in the designs they create for cases they buy on the social network. Roe says he expects to introduce that functionality in the first quarter of 2012.




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