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February 11, 2013

Needle Helps Adoroma.com E-Commerce Site with Social Commerce

By Shamila Janakiraman, TMCnet Contributor

Adorama.com, a camera and film equipment E-commerce site, has picked Needle, a provider of real-time expert shopping assistance, to enhance its sales and customer brand loyalty. The selection was made following successful test results obtained by its sister-site Leisure Pro.


Needle leverages a method which recruits and certifies fans and product experts, and designates them as online salespeople. This process, known as fansourcing, will enable Adorama to use the expertise of photography experts across the country to help its online shoppers.

Glen Holman, Adorama CIO said, “Needle is part of Adorama’s long-term strategy of helping consumers, overwhelmed by the sea of choices, choose the product that is right for them. Needle has allowed us to replicate the positive experience online that people have in our brick and mortar store. Any initial skepticism melted away once we saw increased conversion and overwhelmingly positive feedback from customers.”

The innovative chat and voice communications platform leveraged by Needle allows experts and product owners to engage online shoppers, thereby augmenting conversion rates and in turn Net Promoter Scores. The proprietary chat platform will let online customers to seek advice from the certified Adorama experts to make purchase decisions, explained officials.

LeisurePro, the sister site of Adorama, implemented Needle services to enhance its website offerings in August, 2012. The website experienced a surge in conversion rates of 20-25 percent and the increase in average order values was 65 percent higher for customers who chatted with a Needle expert compared to others who did not. Needle helped Leisure Pro get six times more returns after implementing Needle

Fans and experts make the group of online advisers who are experienced in various fields such as electronics, cosmetics and so on who power the fansourcing work model.

By the end of 2012, Needle signed 10 major brands and E-commerce companies representing multiple industries, including handbags, travel, apparel, electronics, and sporting goods besides multi-channel retailers.

The Needle clientele boasts of such names as Under Armour, Coach, Skullcandy, Astro Gaming, Urban Outfitters, Norton and Timex.

“We have spent the last year educating the market about ‘fansourcing’ and have been showing brands how we can utilize their advocates to support their online shoppers. Companies are seeing why the old models are tired and stagnant,” said Needle CEO Morgan Lynch.




Edited by Ashley Caputo


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