Shoppers increasingly are using social tools and networks to help guide purchases. In response, many eTailers are incorporating social features on product pages that allow shoppers to interact with each other and share recommendations.
TurnTo has incorporated a product comparison question capability into the TurnTo Social Q&A platform. The feature expands the item-level inquiry by allowing a single question to be attached to multiple items simultaneously: Shoppers can explore and compare a group of items with a single question, such as “Which of these do you recommend?” or “Does the white or red look best with this shirt?” Questions are emailed to customers who have purchased the items previously, or to staff or brand experts. Answers are emailed back to the inquiring shopper. Responses also appear on the product page for each of the items, providing a detailed reference for other shoppers interested in the products.
Because the TurnTo Social Q&A platform is based on a SaaS architecture, said George Eberstadt, TurnTo Founder and CEO, the product comparison question feature “already rolled out to all of TurnTo’s current customers, with no additional charges or integration work.”