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American Apparel, Hayneedle.com and More Launch Graphite Social Commerce Platform
The 8th Bridge Graphite
platform has partnered and launched with multiple retailers over the last month, including: American Apparel
, Plum District
, Guitar Center
, Nine West
, Deb Shops
, Nasty Gal
, Oscar de la Renta
"The new Graphite technology from 8th Bridge was the first social commerce approach that aligned with our multi-channel vision," said Brian Moen, chief marketing officer for Hayneedle.com. "We are excited about being the first in our industry to provide this service to our customer."
The Graphite platform is built to help brands integrate social commerce into existing channels and supporting systems and provides three core social commerce capabilities: Social Expressions, Shoppable Stories and the Interest Graph API. Graphite enables shoppers to express how they feel about a brand's products and offers with their friends and in return get a better, more personalized shopping experience with the brand.
Social Expressions allow shoppers to become advocates by sharing how they feel about a retailer's products and offers. Sharing produces awareness within Facebook, which leads to an increase in traffic back to the brand that can result in sales.
Moving beyond the social media "Like" and "Share" buttons on products and offers to communicate more specific information. Shoppers can now indicate that they "Want It," "Own It," or "Need Advice." When a customer indicates that they want, own or need advice about a product or offer on a retailer's website, a Shoppable Story is shown on the customers Facebook Timeline, News Feed or Ticker. The Facebook user's friends can then shop in their Tickers and News Feeds.
Graphite's Interest Graph API integrates this interest data into existing marketing systems to provide customers with a more personalized experience. Retailers can gain insight into the interests and intentions of customers. If a customer shares that they "want" a particular product on a retailer's website, an email can be sent when that product goes on sale.
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