Teams up with BuyaPowa for series of co-buys to boost community merchandising sales

Teams up with BuyaPowa for series of co-buys to boost community merchandising sales

RobbieWilliams.com recently announced it was working with social commerce business BuyaPowa to run a series of co-buys.

The co-buys are designed to encourage the pop star Robbie Williams’ community of fans to come together to purchase exclusive merchandise at more affordable prices, as well as providing a way to engage fans and create a buzz around the products.

Fans become marketers

The co-buys will run on a weekly basis. Items on offer include limited edition pieces, commemorative memorabilia and best sellers from the RobbieWilliams.com shop. The co-buys will take place through a dedicated Robbie Williams BuyaPowa page and an app on the Robbie Williams Facebook page.

The co-buys will also be promoted via RobbieWilliams.com and the official forum, the Robbie Williams app and to his existing social communities, which include over 3 million fans on his Facebook page and nearly 1 million followers on Twitter.

Additionally, using the co-buy model enables fans to bring in people from their wider social networking communities to take part, potentially getting products for free if they refer the most co-buyers.

Power of social commerce

Tim Clark of Robbie Williams' management, ie:music, stated: “We decided to look at social commerce as a way to bring together our existing e-commerce store and Robbie's huge community of fans, from both his official site and his social profiles.

“Co-buying is a great model because it’s fun and at the same time empowers fans to come together to buy popular and collectable items at affordable prices, they're the ones in charge of driving the price down. Robbie has an extremely active community and co-buying is the perfect way to engage with them.”