Right on the heels of Thursday’s interview with Christian Omander, the founder of the gadget online store CoolStuff, here is another chat we did with an e-commerce website that uses Twingly to open up to the blogosphere: Stadium, a leading Nordic retailer within sports equipment and sports wear. We asked Social Media Manager David Bothzén to give us some background on their decision to integrate Twingly.
Hello David. Please tell us why you decided to use Twingly on Stadium’s site?
Stadium and the products we sell are being discussed among bloggers whether we want it or not. Instead of ignoring the online conversation or trying to hide what our customers write about us we prefer to put it into the spotlight. We are confident about our products and aim at making it easy for our visitors to find information about what others think. Vi choose Twingly in order to find and highlight those blogs that are referring to our products. On each product page the Twingly widget shows which blogs are linking to it. It’s an added value for our visitors and bloggers get more traffic.
What importance do you think social media has? How does it influence e-commerce?
I expect social media to have a growing importance and an growing impact on e-commerce, both from a marketing perspective but also as a sales channel. Social media enables companies to reach out with targeteded messages to a huge crowd of people who have chosen to receive this kind of information. Furthermore you can quickly gain feedback from your customers. If you offer great products and maintain a close dialogue with your customers they will spread your message and products across the web.
What trends in e-commerce are you currently seeing?
One significant development is the trend towards increasingly personalized products to suit individual needs. One example is Nike ID where you can design your own football shoe. Another trend that I believe will have a big impact on the online shopping sector in the near future are check-ins and location-based marketing activities like Facebook Deals.
What’s your vision for the Stadium online store?
Our goal is to continue being the leading site within sports equipment and sports wear and to grow even bigger.