INDUSTRY NEWS

CAMBRIDGE, Mass—Reebok has launched an Allurent on Demand shopping experience on Facebook Platform. Allurent on Demand (AoD) is a hosted software-as-a-service offering that deploys interactive merchandising widgets to retailers' e-commerce sites and their social media pages.


Marcus Spurrell, global head of marketing and digital commerce at Reebok, explains, "I wanted to bring our products to where our customers spend time online – Facebook – and really connect our brand's supporters with our new merchandise. AoD was the perfect fit; it gives us better product merchandising, marketing and shopping to help us engage consumers in new ways across the web."

Reebok consumers can now browse the brand's EasyTone collection, see outfit suggestions, and learn more about featured products without ever leaving Facebook. Fans can also "click to buy" items of interest on Reebok.com.

Reebok also plans to use Allurent on Demand to create interactive shopping experiences on its main ecommerce site, Reebok.com. Spurrell says, "Within weeks, we launched an Allurent shopping experience on Facebook. That flexibility is important to our business. Allurent's quick and easy approach means we can experiment with many different types of enhanced shopping experiences."

Graeme Grant, chief executive officer of Allurent, says, "Reebok's plans for combining social media with merchandising and shopping are very exciting -- and a great fit for Allurent. We believe that this type of social commerce strategy will be essential for 2010."

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