Online retailer Play.com is to overhaul its SuperPoints loyalty scheme and reward customers who share and support the company through social media.
The move follows the release of Play.com data which showed the average value of an engaged customer on Facebook is 24% higher than non-fans, while it has seen year-on-year sales through the social media site jump 80%.
It claims that intelligently engaging with Facebook users helped the company attract over £2m of sales in 2011 that can be directly attributed to the site.
Play.com director of marketing Adam Stewart said: “We are taking further steps in the development of our new loyalty scheme, SuperPoints, across the whole of Rakuten’s Play.com website and channels.
“Specifically, our Facebook environment will soon allow customers to earn SuperPoints as a reward for specific social behaviours. This is alongside the everyday earning of SuperPoints across all purchases from our website that you get today.
“We want to take next steps in rewarding our fans for brand advocacy and it provides us with the fan insight to create a more personalised experience within our Facebook environment, our CRM marketing activity and also on our website.
“We believe that doing this will help us to continue to grow our community of fans which can have real impact on business results for our company.”
