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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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Social commerce

  • Online commerce: the saviour of high street fashion

    02 November 2011

    by Alex Blaney, creative director, Session Digital

    There’s no mistaking the seismic shift towards ecommerce that is having a profound effect on purchasing habits globally.

    Historically the luxury end of the market, of which fashion plays a significant part, has been slower to adopt the digital as they cite its inability to recreate the touch, feel and build quality of the product. This is true, but it is something that can never be truly replicated. Accepting that fact is absolutely fundamental.

    Nothing digital can equate to the sensory stimuli a customer experiences as they shop. No ‘digital fitting room’ can ...

    Comments (0) | Permalink

    Posted by: Session Digital

    Tags: Online, Social commerce, E-commerce, Fashion, Branding

  • Should you pay consumers to ‘like’ your brand?

    21 September 2011

    By Richard Jackson, director, Session Digital

    Social commerce is the new buzzword in e-commerce, and many new companies are offering tools that facilitate incentivised referrals to online customers at checkout. Although in principle I would applaud any effort to help retailers increase sales, this type of paid advocacy could in reality end up doing more harm than good to premium brands that really value their reputation and their relationship with their customers. 

    To really achieve strong advocacy, the entire ecommerce activity should be focused on the customer from its core, delivering an engaging and positive experience that is easy-to-use, rewarding ...

    Comments (0) | Permalink

    Posted by: Session Digital

    Tags: Social commerce, E-commerce, Branding