The whole concept of interactive engagement with customers via social media is changing so fast these days, it can be hard for brands to keep up. Just when you get your Facebook fan page going, and start sharing deals and discounts to Foursquare users, you discover there is another digital media tool or trend taking hold.
One such service is Stickybits, a mobile app that allows iPhone and Android users to scan or create a barcode and then attach a digital file to it. That file could be anything - video, text, photos or music. The Stickybits service is an intriguing concept that could have a huge impact on social commerce. It provides a simple and direct way for consumers to share buying experiences and preferences at the point of sale. Unsure whether to buy that brand of paint? Why not scan the barcode and see what others have to say or share about it? See a t-shirt you really like at your favorite store? Scan the barcode and add your comments. Users who scan that same barcode can then see your message and add their own piece of media should they wish.
According to Stickybits co-founder Seth Goldstein, brands will have the opportunity to participate and add to the content generated for their product barcodes. Whether or not brands need to jump in right away and begin engaging customers via this service, they certainly need to be aware of its potential impact.
The emergence of services like Stickybits reflects the appeal for many to be able to show off what they bought or are interested in, as well as the increasing importance and impact peer recommendations have on consumer purchasing decisions. In an interview held Monday, May 24th at the TechCrunch Disrupt Conference in Manhattan, Silicon Valley venture capitalist John Doerr told PBS host Charlie Rose,
"We've entered a whole new applications economy, where all sorts of new applications of Web technology are being driven by the new relationships [being fostered by social media], and this is turning the world around in a really exciting way."
Stickybits, mobile and geo-location services like Foursquare, the launch of Facebook Connect, and sharing customer photos via in-store digital displays - these are all channels that merge the online and offline shopping experience for consumers. It is going to be exciting and challenging for brands who look to use these social commerce channels as a way to remain relevant to consumers.
