TribalWorks

I just found out that Kmart and Sears in the US has launched an online social media platform known as MyKmart and MySears respectively.

The premise of these sites is to build a community where prospective buyers can share reviews of various products before they buy.  However, the sites go further as you can build your profile, announce your interests, and yes, even add friends.  In other words, it is Facebook light for these retailers.

Here are some questions to think about:

• Why would people want to join in the first place?
• Even if people visit to look at reviews - why would people want to interact after they made a purchase?
• Why would I interact and add ‘friends’ on this platform?
• What passion are they addressing?

General retailers are hard pressed to leverage tribes since they are trying to be everything to everyone.  A better approach for Kmart and Sears would have been to build communities around various departments, i.e. home improvement, recreation, etc.  Even then, why build your platform when you can leverage others?