Peer-to-peer online fashion resale site Poshmark has sealed new deals with about a dozen small fashion brands that will let the site's best sellers buy new styles at wholesale prices and resell them online. "In one shot, [brands] can move inventory into a group of sellers that they never had access to," Poshmark founder and CEO Manish Chandra said.
After browsing for a pair of shorts on Zappos, Advertising Age writer Michael Learmonth began seeing personalized ads for the pants every time he landed on a site. While ads that track consumers deemed likely to buy the product based on previous transactions may be cost-effective, Learmonth wonders if retailers are setting themselves up to be knocked down by consumers who find being followed around a bit creepy.
Online retailers including eBay and Gilt Groupe started adding Facebook's "Like" button to their sites only recently, and for now it appears as if Facebook is driving plenty of traffic to these retailers' sites. However, retailers are waiting anxiously to see if this connection will translate into higher sales. "Everyone is hoping that the endorsement of a 'Like' button will be the thing that gets consumers from browsing to actually buying," said one GSI Commerce executive.
Companies that originally set out to do search-engine optimization are switching gears as they see greater opportunities in social media. Social optimization -- helping marketers get their brands noticed on social networking sites -- is the future for players including Gigya and ShareThis.
Kaboodle launched a program that offers retailers and manufacturers a new way to reach Kaboodlers. An "Add to Kaboodle Wish List" button that retailers can place on their Web sites can encourage visitors to add products to their Kaboodle lists.