More of the world's biggest marketers are selling
their stuff at the place where consumers hanker to
hang out: Facebook
[1] Think of it as the ultimate convenience for a
mobile generation that considers it seriously
inconvenient to leave Facebook — even for a
moment — in order to go to a retailer's website.
[5] Now, marketers from Express to J.C. Penney to
ΔAir Lines are steering those purchases to
their Facebook pages.
Within a few years, social media gurus say,
the very notion of shopping on a retailer's website
[10] will become dated. "Expecting people to come to
your website is expecting them to make an extra
effort," explains Janet Fouts, a social media coach.
"They're already on Facebook."
The numbers are dazzling. Facebook has
[15] roughly 500 million users — 250 million of whom
are on the site every day. The average user has
130 friends. Each month, people spend a total 700
billion minutes on Facebook.
"It's social networks like Facebook that are the
[20] center of people's lives," Fouts says. "It's where
their friends are. It's where they play games. And
it's increasingly becoming where they shop."
Facebook executives say it's critical to make
Facebook stores friendlier than websites.
[25] "Retailers who provide deeply social shopping
experiences will see the most success," says
David Fisch, director of commerce partnerships.
Among the most recent to make the Facebook
e-commerce move is Express, the apparel chain.
[30] About two weeks ago, it started selling its entire
line via its Facebook page. An inventory calculator
tells consumers if the item is available. "Clearly,
we won't be the last to do this," says Lisa Gavales,
chief marketing officer at Express.
Source: http://www.usatoday.com/tech/news/2011-05-10-retailers-turn-tofacebook_ n.htm
Os referentes de their (legenda abaixo da figura), them (l. 11) e it (l. 30) são, respectivamente,
