As the founder of and EVP of Business Development at Ice.com, a leading provider of high quality and great value jewellery , Mr. Pinny Gniwisch is giving us his point of view on how social media influences today's e-commerce and explains how cross-border retail can be improved. Mr. Gniwisch is an expert on social media, online marketing and merchandising.
The role of social media
When asked what the key e-commerce innovations have been at Ice.com and what role social media plays in its success,Mr. Gniwisch answered that Ice.com’s main focus lies on the consumer: he is the focal point of the retail strategy and basically the business has to be about him. Here, social media is a crucial integral part of the deal: Twitter, blogs, Facebook etc. are the lifelines of communication with the consumer. This is the place where the company can inform about the quality of its brand, offer special deals and make the consumer an active contributor in the manufacturing process. Mr. Gniwisch says: "Social media enables the consumer to become a responsible decision maker in the manufacturing process."
Mr. Gniwisch believes that social media has an essential role with regard to cross-border e-commerce. He emphasizes that "social media has the quality of reaching people in all kinds of cultural settings and speaks an universal language." It is not the SEM (Search Engine Marketing) alone that is responsible for success, but also the PR and Marketing through the social media efficiently draws the consumers attention. This is especially important for niche companies such as high quality jewellery, since consumers will actively look for it.