In our fourth Future of Retail report, PSFK Labs identified the trend we called Omni Point-of-Purchase, where brands and retailers are tapping into shopper impulses by converting every product interaction into a purchase opportunity. Seattle-based startup Comr.se allows brands to integrate point of purchase opportunities for buyers without them ever having to leave their social media stream. The platform syncs with pre-existing instant payment technologies and lets customers view and purchase items in a social and mobile context, without the explicit need for separate online advertising.
Chief Technology Officer and co-founder John Wantz explains the platform’s viability:
Consumers don’t want to leave the environments they choose to be in. In-context purchase nudges the customer closer to the purchase. Whether they are engaged in content on a news site, or checking up on friends in a social stream, in order for a brand to capture the opportunity with that consumer we needed to bring a full brand experience to the consumers in the environments they connect with brands.
In addition to the ease it affords shoppers, Comr.se also offers a promising array of back-end analytics for brands to draw on for future marketing efforts. By using the social data that each buyer brings to the transaction, Comr.se can optimize marketing efforts and leverage geolocation trends to better serve potential buyers with product recommendations and preferred social media platforms.
Comr.se already has partnerships with clothing companies such as Hurley and Obey Clothing and electronics casing manufacturer Incase. It is already operational on Facebook, and will be on Twitter, Tumblr, and Pinterest in time for the holiday shopping push. Comr.se’s partnership with Pinterest in particular will break new ground in online shopping by powering full transactions within a Pin for the first time ever, converting inspiration into impulse with just a few clicks.