Shopcasting: How to Harness the Power of Discovery

As I write here often, new consumers don't shop, they discover.  And then they pass along those discoveries to their friends.  Discover, Experience, Socialize.  That is the virtuous purchasing cycle of the Bubble Generation.  This presents two unique marketing challenges (or opportunities).  First, it is difficult to break into the BubbleGen radar if you don't come by way of recommendation.  Two, you don't become a recommendation if you aren't discovered.  Neither reality is well served by old school imposition and interruption marketing.

A company that is right on the sweet spot of the discovery as shopping gestalt is ThisNext.  Formally launched 10 weeks ago by serial entrepreneur Gordon Gould,  ThisNext provides a complete platform for the virtuous buying cycle:  Users are allowed to discover, buy and share new finds in an exercise they call shopcasting.

From GigaOm: Gould describes the company’s idea for “Shopcasts” as a list of top-ten-style products from online influencers like chefs, and professional rock climbers. The shopper can click through to buy the item and the influencer gets paid.

The result of this model is a site that satisfies all the new shopping impulses.  Users find unique products, sourced globally, recommended by others on a platform that permits instant sharing with friends.  The appeal is obvious, the array of cool stuff mind-boggling.  For those of us who like the vibe of Daily Candy, Charles & Marie or Cool Hunter, ThisNext takes the process to the next step. 

Shopcasting is clearly a force to be reckoned with and a phenomenon to be better understood if you hope to tap into the considerable purchasing power of the Bubble Generation consumer.

Comments

[Serge Lescouarnec]

I like 'The Cool Hunter' but was unimpressed by 'This Next' personally.

Serge
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