Brooks-Range Mountaineering Equipment has become a pioneer in social media marketing within the outdoor industry by adding an ecommerce option to the company’s Facebook page. In early 2011, Facebook announced that business pages would be able to add a shopping feature to their Facebook page; Brooks-Range is one of the first companies within the outdoor industry to take advantage of this option. Fans of Brooks-Range can now see all the company’s product offerings on Facebook and load up a shopping cart without leaving the Facebook page.
“We hear about consumers spending more and more time on Facebook and it being a primary means of information about a company, so it is clearly a natural extension for people to be able to shop on Facebook,” said Matt Brooks, president of Brooks-Range Mountaineering Equipment Co. “By adding the shopping cart to our Facebook page, we are employing the latest technology options and leveraging our ability to engage with our customers in the social media stratosphere. Facebook seems like the perfect way to optimize our customer networks and drive revenue.”
How it works: Fans of the Brooks-Range Facebook page can click on the “Shop Now!” tab to start their Facebook shopping experience. This tab features the entire line of Brooks-Range products and consumers can easily add them to their shopping cart just like they would at a traditional ecommerce website. When the consumer is finished shopping and clicks the “Checkout” button, they are automatically directed to the Brooks-Range website where they complete the transaction. With this strategy, all credit card information stays within the Brooks-Range secure website.
“This ecommerce platform, built around our social platform, is a unique and innovative way that we can stay connected with our customers and stimulate sales at the same time,” continued Brooks. “We have effectively created a social ecommerce function that has the ability to work with our existing commerce system.”
Brooks-Range is a manufacturer of mountaineering and outdoor equipment located in Fremont, Calif., providing innovative, top-quality backcountry and outdoor gear for professional guides and recreational travelers alike. Brooks-Range products -- designed to deliver the ultimate in utility, comfort and safety in the backcountry and outdoors – are tested by some of the world's top mountaineering, avalanche and backcountry professionals. These experts form the core of the Brooks-Range Advisory Board. Most products are made in the USA and are sold at outdoor retail shops nationwide, and on the web at: www.brooks-range.com.
Brooks-Range Facebook page is at www.facebook.com/brooksrangemountaineering