On Monday, Amazon introduced a new program that will allow its members to add Amazon items to their shopping cart via their Twitter accounts. The program is not the first of its kind, but it is the most recent program in a string of programs offered by top companies who hope to increase their bottom lines by capitalizing on the power of social media. The program which was announced last week, allows Amazon customers to use the hashtag #AmazonCart to reply to product posts. The item in the post is then added to the person’s Amazon cart. Once the item is added, the customer then receives a confirmation tweet as well as a confirmation email. It is unclear at this point if this program will be successful or not. Only a handful of customers have signed up for the program and neither of the stock prices for Amazon or Twitter rose significantly indicating that market does not consider this a groundbreaking program.
While this program and others like it have the potential to change the way we shop and interact with one another there are a few things about this program that should be considered/questioned. First, one should consider their privacy when using this program. While it is unclear to what degree a customer’s information will be shared between Amazon and Twitter, customers should suspect that some of their information will be shared between the two sites. In the wake last year’s Target security breach and the collection of online/phone data by the NSA there is has been growing concerns regarding online privacy and the protection of personal information. Already one Twitter follower has indicated that they will not be signing up for this program for this very reason. Also, because of the nature of this program, customers’ purchases are displayed on their timeline for all of their followers to see. While this is a great way for Amazon to spread the word of its products and programs, a person’s followers are able to see and keep track of their Amazon purchases.
Secondly, from a marketer’s standpoint, one must consider if this program will be effective. While the use of #AmazonCart makes it easy for Amazon shoppers to add items to their cart, it does not further encourage them to complete their purchase. According to Forbes, nearly 79.3% of shopping carts never make it to checkout. So while the program may be great at getting customers to add items to their cart it may not be so great in encouraging them to make a purchase.
What are your thoughts on this program? Are you planning on signing up for this program? Check out this promo video for this program in the video bar. Leave a comment and let me know.