Upmarket fashion website Net-a-Porter.com has launched a CRM scheme which lets visitors see in realtime what products fellow shoppers around the world are adding to their baskets and wishlists.
Net-a-Porter Live, developed from a similar feed used in the company’s own offices to monitor Web traffic, offers an interactive shopping experience that it says is the first stage in its plans to develop its own social network.
Through the live feed visitors can buy items that others are choosing, recommend them by ‘liking’ them on Facebook or add them to their own wishlist.
Net-a-Porter says this gives a global perspective on what products are popular. Shoppers remain anonymous, with their purchases identified simply by the product and the country of the buyer.
Natalie Massenet, chairman and founder of Net-a-Porter, said: “Visitors to our offices have always been drawn to our screens showing realtime purchases and Net-a-Porter Live is essentially a modified version of this experience.
“Seeing which items are being selected by other customers creates an excitement around certain products and further to that we expect that offering the ability to share these choices with others will turn into a powerful selling tool that will be unleashed worldwide.”
The feed adds to Net-a-Porter’s CRM strategy that already includes Facebook, YouTube, Twitter, Tumblr and the Net-a-Porter social hub, Fashion Fix. The site also features interactive magazine-type spreads showcasing the clothes on offer.
