Memindahkan Pengalaman Belanja Offline Ke Online Via Social Commerce
June 6th, 2011 | 
Author: Oleh: Tuhu Nugraha Dewanto
Artikel sebelumnya tentang social commerce yang ditulis oleh Meisia Chandra, sudah membahas mengenai tren 2011 sebagai era social commerce. Isu yang diangkat lebih banyak menggali mengenai Facebook Like, sebagai medium social commerce. Aplikasi ini memang sangat populer, dan dapat dianggap sebagai salah satu tonggak penting yang berkontribusi pada pouplaritas social commerce.
Namun yang perlu diingat social commerce, seperti definisinya adalah sebuah konsep e-commerce yang memungkinkan konsumennya berinteraksi, difasilitasi oleh social media, misalnya Facebook, atau aplikasi lainnya yang memungkinkan interaksi sosial sesama konsumen. Artikel yang sangat komprehensif tentang bagaimana social commerce bekerja, dan contoh-contoh aplikasi pendukungnya, terangkum dengan sangat bagus di artikel ini
Social commerce diperkirakan akan menjadi tren berikutnya di social media. Pemilik merek ke depan bukan hanya berbicara tentang engagement, dan membangun komunitas, ketika berbicara tentang social media.Perkembangan berikutnya, lebih jauh lagi konsumen bisa diajak bertransaksi di online, atau paling tidak dipicu untuk melakukan transaksi dengan berkembangnya aplikasi-aplikasi social commerce yang memungkinkan hal ini.
Artikel ini tidak akan banyak membahas mengenai aplikasi apa saja yang bisa diimplementasikan ke dalam website agar dikategorikan sebagai social commerce.Saya lebih tertarik untuk berdiskusi, konsep fitur seperti apa yang seharusnya dibangun berdasarkan consumer insight, yang menghambat konsumen online secara psikologis untuk melakukan transaksi online terutama dalam konteks konsumen Indonesia.
Pertama, konsumen Indonesia punya sejarah yang kurang baik mengenai e-commerce, misalnya kasus penipuan, fraud kartu kredit, dll menyebabkan konsumen di online hanya mempercayai website e-commerce yang mereka kenal dengan baik, dan penjualnya mereka kenal secara personal, maka yang berkembang kemudian adalah e-commerce yang berbasis komunitas, misalnya Kaskus. Oleh karena itu apabila Anda ingin membuat bisnis e-commerce, langkah pertama yang perlu dilakukan adalah membangun komunitas pembeli, maka pikirkan aplikasi social commerce apa saja yang akan memungkinkan konsumen berkomunitas dan bersosialisasi.
Kedua, konsumen di offline sering kali meminta teman untuk memberikan pendapat atau rekomendasi sebelum memutuskan membeli sebuah produk, karena pada dasarnya konsumen perlu “persetujuan” dari orang lain tentang produk yang mereka konsumsi.
Bayangkan ketika konsumen harus berbelanja via online, pilihan yang ditawarkan jauh lebih banyak dibandingkan di offline dan mereka bisa membandingkan begitu banyak website dan produk hanya dengan satu klik. Banjir pilihan dan informasi justru membuat konsumen mengalami kebingungan.
Aplikasi-aplikasi di website harus memberikan kemudahan bagi konsumen untuk menentukan pilihan. Social media sangat membantu dalam hal ini, misalnya mereka bisa meminta temannya untuk memberikan nasihat apakah produk ini bagus atau tidak menurut mereka. Atau mereka bisa mengintip dari FB “likes” di produk tersebut siapakah di antara teman-temannya yang menyukai produk yang sama. Apabila Sang Teman dianggap mempunyai otoritas, atau seleranya sama dengan dirinya ini akan memudahkan konsumen mengambil keputusan.
Ketiga, persoalan berbelanja terutama produk tertentu, misalnya fashion, bukan hanya sekedar memenuhi kebutuhan dasar, tetapi perlu diingat ada juga kebutuhan sosial terutama di konsumen Indonesia yang sangat mementingkan pengakuan sosial. Ketika mereka berbelanja di offline, kebanggaan keluar dari gerai Nike plus menenteng kantong belanjaan bagi beberapa orang adalah sesuatu yang lebih penting karena ini pengakuan bahwa dia mampu membeli sepatu sekelas Nike.
Aplikasi social commerce yang dibangun harus juga peka terhadap fenomena ini. Dengan meledaknya social media terutama Facebook, seharusnya bisa dibangun sebuah “ruang pamer” yang memungkinkan konsumen untuk memamerkan belanjaannya ke teman-temannya.
Menurut saya sebuah social commerce harusnya menjawab tiga permasalahan ini, dengan memanfaatkan semua aplikasi yang memfasilitasi mereka, dan membuat mereka merasa lebih nyaman untuk berbelanja via online. Bagaimana menurut Anda? Apakah Anda punya tambahan insight konsumen lain yang menarik? Mari kita berdiskusi.
Sumber: http://www.virtual.co.id/blog/internet-marketing/memindahkan-pengalaman-belanja-offline-ke-online-via-social-commerce/
Posted in Ekonomi
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The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.
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Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.
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