New social shopping site for parents
BerryClever offers merchants the opportunity to put new products in front of its audience of 7,000 parents.
By Laura Turner
4 February 2015
BerryClever is a new social website to simplify online shopping for new and expecting parents by enabling them to purchase products based on the advice of their friends and fellow parents.
Primarily, BerryClever is targeting first-time parents under pressure to select baby essentials from the overwhelming choice available on the market. The concept is backed by the site’s market research, which revealed 91 per cent of those surveyed had “wasted money buying the wrong products for their babies”, while 86 per cent had wanted their friend’s recommendations when making purchasing decisions.
BerryClever has, therefore, created an online environment – which currently has 7,000 members – that allows consumers to connect with existing friends and new, like-minded ones, to discover the products they couldn’t live without as well as those they regretted buying.
“The idea is to make online shopping for your baby feel intuitive rather than the transactional and anonymous experience you get on many other ecommerce websites,” says BerryClever co-founder, Emma Kafton. “With so much online content being disingenuous, the ability to read information from people you trust is ever more valuable”.
BerryClever’s reviews, known as “tips”, are no longer than 150 characters to ensure they quick to write and read on mobile devices. Additionally, the site’s algorithm ranks reviews based on a consumer’s social profile to ensure they are shown the most relevant products reviewed by their friends or people they are most similar to, first.
Users can also upload Pictips – a product photo review – watch recommended online videos and create lists of “favourite” or “most wanted” products for themselves or to share with others. The ability to explore friends’ lists also allows experienced parents to help expectant friends find the products they need.
Once a product is selected, BerryClever links it directly through to a retailer’s website to enable a purchase. A “demand a lower price” feature is available to help parents, who on average spend £5,000 in the first year of their child’s life, save money on expensive items such as pushchairs and car seats. If a lower price can be found, the user will be sent an email within 48 hours confirming an offer, which they can choose to either accept or decline.
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