Orlando, Fla. - E-commerce services provider Channel Intelligence (CI) has introduced a new sales app that helps manufacturers and retailers leverage traffic on Facebook.
CI's Where-to-Buy Facebook app allows manufacturers to promote their products via the social-networking site, and connects potential customers to the retailers that carry them.
"You never know when the buying moment happens for your customers," said executive VP and co-founder Alan Fulmer, who cited Facebook as the world's second most popular website, and where people spend up to 20 percent of their online time.
With the new app, built using CI's proprietary technology, "customers are only two clicks away from buying any of your products even if they're deep in Facebook," he said. "One click brings them to a list of retailers who carry the product, and the second click is a link to the product-specific page on the retailer's site."
Fulmer said the primary reason consumers visit a manufacturer's Facebook page is to search for deals, discounts and coupons, indicating their readiness to make a purchase and creating "buying moments." The Where-to-Buy app minimizes "noise," he explained, because customers remain in their chosen social media environment while they select a product. Keeping customers on "the buying path" reduces the risk of losing sales due to the inevitable distractions that pop up on the way to a retailer's site, he noted.
CI says it "touched" 14 percent of online product transactions during the first quarter of the year, driving significant revenue and market share for customers that include Best Buy, Target, HP Home and Home Office, and Philips.
The company, founded in 1999, offers a wide range of performance-based e-commerce services, including product search, display advertising, shopping engines, marketplaces and web store.