Latest news with #IrinaTatarinova
Wamda
21-04-2025
- Business
- Wamda
Community-led commerce fuels MENA's shopping shift
An article by Irina Tatarinova, Brand Director at Flowwow From Instagram-driven shopping to WhatsApp business groups, businesses are redefining how consumers interact, shop, and stay loyal, building communities. The studies show that 70.4% of brands are running communities to directly speak with their customers. Therefore, brands are entering the era of community commerce, a predicted $6.2 trillion market by 2030 that combines social engagement with e-commerce. This article explores how brands across MENA are already successfully leveraging community-driven commerce and provides actionable strategies for businesses looking to tap into this growing movement. User-Generated Content: How to Convert Your Customers Into Brand Ambassadors Research shows that creator content is found to be twice as credible and relatable as branded content, with the creators' authenticity and relatability having a positive impact on content recall. For instance, 81% of consumers say they trust user-generated videos more than professionally created brand content or influencer marketing, and 85% think they rely on UGC videos before making a purchase. Users trust recommendations from other users, which is why it's important to inspire customers to share genuine recommendations and reviews, turning them into brand ambassadors Thus, brands can encourage customer engagement in the shopping process and pay attention to social media mentions and posts about their brand. When you acknowledge and support this organic interaction, your audience will appreciate it and keeps coming back. As a result, it will lead to new users as well as repeat purchases. Sephora's community strategy revolves around engagement, education, and loyalty, transforming customers into brand ambassadors via user-generated content. As a component of Sephora's loyalty program, the 'Beauty Insider community' invites members to post reviews, product recommendations, and beauty tips. Features such as the Beauty Board enable consumers to post images that highlight the brand's products, creating genuine peer-driven marketing. Furthermore, Sephora uses expert boards and live Q&A sessions to unite beauty professionals and enthusiasts. This strategy creates valuable content, builds stronger relationships, and boosts Sephora's reputation as a leading beauty brand. Create Community Spaces With Exclusive Content One of the most effective ways brands are building strong communities is through exclusive content and real-time engagement in private groups on platforms like WhatsApp. What once started as a marketing tool has now transformed into an exclusive space where shoppers can interact, exchange ideas, and find others who think like them. Live community support builds trust and brand loyalty, making customers feel valued and part of something special. Furthermore, they can turn into powerful, organic drivers of repeat purchases and long-term engagement. Flowwow uses this approach by building a strong community of sellers, encouraging interactions, and creating an environment for growth by providing a platform where MENA local florists, bakers, and artisans can present their offerings and gifts. It's an opportunity for sellers to interact, exchange experiences, and offer product feedback in the marketplace—to grow business revenue, attract new partners, and build a strong network of entrepreneurs. The Power of Live Shopping and Community Commerce Brands have a giant opportunity to tap into the tools social media platforms already offer to bring their community commerce strategies to life. Such features as live shopping, interactive Q&A sessions, and influencer collaborations create a more engaging, real-time shopping experience, which surely builds a connection with customers. This strategy works particularly well with younger audiences; according to research, 64% of Gen Z and millennials have bought something on social media in the previous 12 months. As an example, TikTok has launched a Live Shopping revolution, transforming e-commerce in a new way. The platform allows creators and small businesses to sell products directly to an engaged audience, so brands can generate millions in sales within hours using TikTok Shop and live events. Here's a case that shows how to transform online shopping into something more engaging: Namshi. They've taken Instagram Live and turned it into an interactive shopping experience. While shoppers scroll Instagram, they see influencers trying on clothes, answering questions, and sharing real-time recommendations. This strategy created a new, interactive, real-time online shopping experience. Customers can now buy products they like immediately. Influencer recommendations result in higher sales and greater trust for the brand. It's a perfect example of how influencer marketing and live shopping are changing the e-commerce scene in the MENA region. Since consumers are starting to care more about genuine recommendations and authenticity than advertisements, community commerce is the future of shopping. Therefore, brands that prioritise fostering genuine connections with consumers will emerge as leaders in the market. MENA's digital market is growing fast, and those who tap into social-driven shopping are the ones who will stay ahead. In fact, sales through social media made up 18.5% of global online sales, and this number is only going to rise. The message is clear: if you want to succeed, you need to build a community — not just a customer base.
Campaign ME
28-03-2025
- Business
- Campaign ME
‘Transparency in marketing legitimises fashion brands'
With MENA's growing population of approximately 570 million in 2024, there is an increasing recognition of the need to transition to more sustainable practices to ensure the long-term well-being of both people and the planet. Research suggests that consumers are increasingly loyal to brands that prioritise sustainability, making sustainable marketing a strategic necessity for brands. Older consumers in the MENA region are becoming more environmentally aware, with many engaging in sustainable behaviours like donating unwanted clothes. Meanwhile, Gen Z and millennials prioritise sustainability in fashion, with 40 per cent of Gen Z expecting that 75 per cent of their future purchases will be pre-owned, driven by affordability and environmental concerns. 'Many Gen Z consumers still shop fast fashion, highlighting an 'attitude–behavior gap' where price and trends often outweigh sustainability values,' said Irina Tatarinova, Brand Director at Flowwow. 'To bridge this gap, brands must offer accessible, aspirational, and affordable sustainable alternatives that align with ethical values and consumer behaviour. ' However, younger audiences remain sceptical of sustainability messaging, expecting brands to be transparent, engaging, and social media-savvy in their communication. This new segment of audience has been identified as 'GenConscious' by Amar Nagaram, CEO and Co-founder of Virgio. On marketing sustainable fashion, he said: 'Sustainability starts with transparency. Transparency in marketing legitimises fashion brands.' Nagaram urges fashion brands to 'share stories about the people behind the brand and the impact of sustainable practices to connect with customers on a deeper level and highlight the importance of sustainability in fashion.' He suggests that balancing transparency and storytelling involves authentic communication and long-term commitment. 'To ensure sustainability messaging is credible and engaging for GenConscious consumers, brands must back up claims with data, and avoid greenwashing,' he said. 'Brands need to track customer engagement with sustainability-focused campaigns, including participation in eco-friendly initiatives and feedback on messaging. Use surveys, social media sentiment analysis, and customer reviews to understand how consumers perceive a company's sustainability efforts,' he suggests. 'Companies see the benefit of engaging consumers in sustainability initiatives, which can encourage responsible consumer behaviour and create a positive feedback loop between consumer demand and corporate actions,' Tatarinova adds. Sustainability is no longer a niche concern but a commercial imperative, with younger consumers demanding transparency and accountability from brands. To remain relevant, fashion companies must bridge the gap between sustainability values and purchasing behaviour by offering ethical, accessible, and aspirational alternatives. Chatter and trends around the topic suggest that brands that succeed at this will not only drive sales but also shape a more responsible industry – one that aligns with the expectations of an increasingly conscious generation.
