Twitter Offers New Social Commerce Feature
Twitter has unveiled a new feature that aims to help merchants increase conversions through the social network.
The feature, dubbed Twitter Offers, enables advertisers to create card-linked promotions and share them on the social network. Then, when a Twitter Offer appears in a consumer's timeline, the consumer has the ability to add the offer to his or her credit or debit card and then redeem the offer by using the card at the merchant’s store.
“Because the offer is tied to their card, redemption is seamless and easy: there are no coupons to redeem at the point of purchase. After the purchase, the cash back savings appear on their card statement within a few days,” the Twitter blog states.
Once a consumer adds a Twitter Offer to their credit or debit card, that card information is encrypted and stored to make it easier for the consumer to claim offers or make a purchase on Twitter in the future. That said, consumers have the ability to remove their card information from their account at any time.
It is also important to note that advertisers are able to attribute redemptions to their Twitter campaigns, which enables them to measure the ROI from their promotions even when the redemption occurs offline. Moreover, Twitter Offers requires no change to merchants’ existing payment network as well as no new hardware, software or employee training. Plus, Twitter’s targeting features enable advertisers to target the right audience with their promotions.
According to Twitter, this feature is currently being tested with a handful of brands in the U.S. during the holidays. After the social network collects feedback from both advertisers and consumers, it will likely make the feature available to more advertisers.