There’s a secret about clothes shopping: men and women do it differently. And that difference, social media managers may be intrigued to find, has prompted New York-based online shopping club Jackthreads to experiment with a little social tweaking – a small step it’s confident will produce impressive results.
From solitary to social
Think about it for a moment: you’re a social media manager and you want a new outfit. Do you arrange to go shopping with a bunch of friends or do you get it all done flying solo? The answer almost certainly depends on whether you’re male or female. Women are more inclined to do their clothes shopping with friends and select items according to their verdicts, while for men it’s often a more solitary pursuit.
Recognising this difference, Jackthreads introduced a social initiative last year which allowed male online shoppers to chat with young female customer service agents. Called “Chat with Jill”, it gave those male customers what they’d previously lacked: the viewpoint of a woman.
According to Ben Lerer, whose men’s digital lifestyle publication Thrillist acquired Jackthreads last year, the idea is simple. It gives male customers a little social feedback on what they’re purchasing, equipping them with some social proof of the popularity of various items that they’d otherwise lack. And Lerer says the feature produced a “huge spike in conversion.”
A game changer for male shoppers?
You don’t need to be a veteran social media manger to figure out that adding a touch of social to the clothing ecommerce experience for men might yield impressive results. And this is why Jackthreads is adding another little social initiative: the new feature lets guys give each other that missing social proof. It’s a button called “Busy Views” that shows the number of times an item has been viewed, the number of times it’s been placed in a basket and the number of times it’s been “wanted.”
This is the kind of feedback hesitating male shoppers might need in order to flip the switch and buy. As Lerer puts it:
“It’s a small gesture, but we expect to substantively affect conversion for a certain kind of guy. It’ll be interesting to see how it goes as we measure it, but we think it should change the game for a lot of our guys.”